Side is too focused on brand management is not blind obedience listed – china wa
"Fang Tai Group is from the 'professional' strategic shift 'professional multi-brand'." Recently, Fang Zhong Tai Group Chairman Mao said the group exclusive interview with Mibo brand launch, a ten-year plan that has been set up complete brand architecture , the next party too will continue to seek their own stable and fast style, 20% -30% annual rate of advance.
Launched Mibo in July this year, the brand, following the side too, Park Kitchen, the continued positioning of the new high-end brand, "dedicated to high-end consumers with domestic hot water system solutions." This is already the second additive side too.
Professional multi-brand strategy
In the idea of Mao Zhong-Qun Li, Fang Fang Tai Group already has too, Park Kitchen, Mi Bo "troika", party too much focus on high-end kitchen appliances in the field, Bo is a professional kitchen kitchen operating high-end integrated business branding, Mibo committed to high-end families, domestic hot water system solutions. Three brands have their own independent brand meaning, brand positioning, brand advocates. Before launching the brand in Mibo, side too in the concept of brand is a "subtraction" is known.
Prevalent in the appliance industry diversification of the times, after the great success following the hood, side done too tried drinking fountains. But Mao Zhong-Qun finally take the initiative to give up. An important reason is that drinking more is in the living room or office use, consumers can not purchase channels interwoven with the hood.
In 2004, Fang Taiming clarity of his "kitchen appliance embedded expert" position, and use it as standard to adjust product structure, drastically cut down on the one hand and positioning the product line does not match the one hand, enrich, "Embedded kitchen appliances" connotations.
In 2008, Bo kitchen brand launch, so Mao Zhong-Qun perfect brand architecture in the implementation of "addition" idea??? Multi-brand operations to focus on one area of each brand.
It is understood that side too much profit on 100 million annually, which is easily appliance industry billions of asset sales, margins are even negative compared to a more robust calm. And the side too has been rejected several rounds of venture investment and market the idea to make the company's business ideas and rhythms without outside influence.
Three independent brand management
Side so the aim is "a (brand) are doing so as the professional side too." Currently operating on the brand, Zhong Mao Group, said a gang of every brand of professional personnel and professional organizations are doing, so as to be more professional brand. Park now has a completely separate kitchen, and Mibo water heater has just started, over two to three years then it slowly separate. In its forecast, the operation matures, the production of three major brands, sales and brand operations are completely independent, while in service, human resources can be integrated into the Group's platform to share resources for the various brands to support.
To encourage the development of new brands, Zhong Mao Group, said companies generally allow a new business in the fourth year and then began to profit, while their profits are on the new brand did not rigid target, steady development. However, the company's current business situation is better than expected, "had our annual target of 8% of August's data show that about 20%."
Channel cross-complementary
Because the parties are too different group of three brand positioning, so the choice of sales channels are also different. According to reports, party too much power sources are more diverse kitchen, including large chain is an important channel, stores, high-end shopping centers, the project is also an important component. Park kitchen to store to sell, but then abandoned the traditional Mibo major chain channel channels draw a square among the store too, the two channels of high-end shopping malls. As a result, party too Group brand marketing channels can be completely controlled by the group themselves.
Building in specific channels, Zhong Mao Group, said, Mibo most used is the franchise form. At present, the party is too close to their four or five hundred stores, kitchen and Mi Bo Bo the dozens, but Mibo goal this year is more than 100.
Business planning for the future, Mao always said: "We hope that by 2015 all these three brands are good, the other two parties also do so this position."
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