The integration of brands and scale road shop
With the increase in income, consumer demand for consumer products, also produced a change in characteristics. Demand for the types from the rich to the changing needs of the quality of goods, consumers around the world gradually require more ideas to guide the consumer, brand and thus generate consumer. Brand era, changes in consumer demand and by changes in consumer awareness of the formation, and it comes from companies operating in the operating methods of the brand transformation and upgrading.
Integrated shop that consumers locate the same operating platform, a single brand or store brand goods for the composition
Form of business model. The birth of an integrated shop from consumer groups in modern society continues to mature, the commercialization of today's consumer to buy the scale required. Suitable for consumption by many different brands focused on selling the same region, can meet the changing needs of consumers, companies and brands can be fully utilize resources, maximize the benefits of achieving market.
Example 1: Salsa Group was established in 1978. Sa Sa Cosmetics Co., Ltd. The Group is one of Asia's largest cosmetics retailer, more than in Asia
80 stores in between, sold more than 400 kinds of brand-name products, 15,000 kinds of cosmetics, skin care, fragrance and hair care products. Through one-stop shops selling a wide variety of brand name products support, consumers will be able to meet only go into a store to buy various brands, types, function and price needs cosmetics, cosmetics sales model for the one-stop Salsa won the market. In addition to sales of proprietary branded products, (such as "Sasa" brand), also the exclusive agent, including Elizabeth Arden (ElizabethArden), Swiss-pao Li-Mei (SuisseProgramme) and other 50 international brands, is responsible for its brand management, promotion and distribution of .
Create an integrated brand different from the usual commercial method of brand building. In addition to operating the brand's inclusion shape, but also according to current market demand and operating culture and philosophy of the brand, other brands of derivative product types. Multi-brand strategy with the difference is: integration between the various brands under the brand than the product has some relevance, the more the main brand and the brand is reflected in the joint point between the cultures, the different brands of style stores through a unified and comprehensive centralized embodiment, neither the competition between the formation, but also to maximize the amount of products updates models. Therefore, integration of the brand, its management and operational difficulties more cumbersome than a single brand management, but also more challenging.
Case of 2: Ittierre (IT) is Milan's luxury brand clothing apparel production factory, specialized in helping Versace, Dolce & Gabbana, GianfrancoFerre, RomeoGigli top brand products such as production, because with this strong foundation garment, 1996 Create EXTE brand. Current
Ittierre brand in the global business line second-line products, such as: VERSUS, D & G, GF, justcavalli etc., form the most famous store brand integration.
In the future global market, the brand continued beyond the operation of the fundamental form of business survival. The emergence of integrated brand, both brands operate in depth one of the manifestations, but also initiatives to meet the concept of future consumption. With the era of big retail in scale and quick response chain, based on that company's brand awareness is to facilitate the product branding, consumer and business to achieve full integration.
Convenience goods brand is the largest retail model of the background support. Convenience goods in the brand through the franchise mode of operation under the most concentrated focus on market demand for different categories of goods common marketing brand in the market to achieve maximum benefit. In the mass consumer market for convenience products for brand management, the main form of the terminal shall:
Store: the sale of a proprietary brand merchandise shops. For example, at this stage there's the end product marketing a single brand shops.
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