Focus on stone company's multi-brand strategy

Although stone products are talking about brand strategy every day, but the brand awareness of the entire industry is still weak, brand decisions are arbitrary, brand positioning is out of control, most of the construction companies are blindly pursuing large profits after making profits, but do not focus on strengthening Fine, do not pay attention to the best economic scale.

The so-called channel has been the world, channel construction has been the sword of sealing, any stone company can not ignore the importance of channel construction. On the basis of channel guidance, multi-brand strategy has always been an important means for the stone industry to expand the market. But in recent years, the multi-brand strategy of Shiqi has undergone some changes. Some companies are undergoing multi-brand contraction, and some companies have multi-brands on a large scale. expansion.

In fact, the multi-brand strategy is a channel strategy in the final analysis. Under the background of the extensive market-based marketing model of the stone industry, since it is reluctant to carry out refined marketing or it will not be launched, the market clearly has a vast expanse of space. , then register more than one trademark. Of course, the undifferentiated multi-brand strategy is also related to the industrial properties of the stone industry itself. Because of the semi-finished properties of stone products and the closedness of the industry as a whole, it is determined that the marketing of the stone industry is “relationship marketing”. The market is driven by relationships, channels are driven by relationships, and products are ultimately sold through "relationships."

The implementation of a multi-brand strategy is basically based on the following considerations: Since everything depends on the relationship, then the network of each dealer's relationship is certainly very different, so the sales channels are different. Since the sales channels are different, why don't we use different distributors? Sales channels to expand the sales area? It is obviously not feasible to set up a competitive distribution system for a number of distributors in a regional setting, because market management cannot be put in place and must be rejected. Then we can register a brand more. Is there a need to form a distinction between products? It is natural to be able to separate, but if the raw materials, production lines, and personnel of the factory can be shared, isn't it better? Then form a distinction in market promotion. If it can't be separated, it doesn't matter. Manufacturers use different networks of different distributors, and they won't form a big conflict. This is the background of the emergence of multi-brand strategy. Market segmentation, because it only stays at the propaganda level, lacks sufficient connotation to support and value it. In the end, it tends to form an indivisible phenomenon.

However, the basis of this multi-brand marketing strategy has changed. Previously, relationship marketing based on personal relationships led to the majority of channel engineering's engineering, distribution, and home improvement businesses. Store retail was only an image display. However, many dealers now stated that unsure projects will not be implemented and projects with defaulted accounts will not be The project of bid price comparison is not done; as for distribution, more and more products are shipped directly from the manufacturers. Even if shipped from dealers, the control and profit margins are already worse than before. With the decline of overall profits and the exposure of home improvement companies and designer rebates, the cooperative relationship between channel dealers and home improvement companies has gradually adjusted to a rational basis. Even dealers that have never valued retailing are starting retailing in stores, building on the basis of store sales, using home improvement companies and puddles and community promotion as carriers, and a terminal sales pattern supplemented by engineering and distribution has been formed. The pattern is the brand-driven channel model. This means that the channel promotion model relying on brand promotion is taking shape. More and more distributors have begun to pay attention to the integration of pre-sales, sales, and after-sales services. More and more distributors have never been to high-quality terminals like today. The needs of operators are so urgent that terminal operations and product knowledge have never been so urgently needed.

At present, the multi-brand strategy of the stone industry will produce the following phenomena:

1. Investment promotion becomes more difficult.

2, the market competition is more fierce, dealers appear nest fight situation.

3. Dilution of marketing resources and increase in market management costs.

Stone industry has always been a low-level marketing industry, each company's marketing resources are always limited, add a brand, marketing resources must be divided into two. The stone industry is bound to enter the era of refined marketing based on brand culture and brand value, objectively requires the centralized use and effective use of marketing resources, and dilution of marketing resources will certainly bring bad influence to all brands. If the original brand is strong enough, the brand culture and value have been deeply rooted in people's minds, and the market management is sound enough to separate some resources from the newly established brand. However, the stone industry has not yet been rated as a very strong brand.

The environment of the market has changed, and the soil for multi-brand survival has been very poor, and those impetuous and extensive marketing methods are bound to give way to refined marketing. In fact, improving the quality of business personnel and the efficient operation of the switching marketing department will become the key to the ceramic enterprises' improvement of market quality. This is likely to become the direction of the stone industry's market operation efforts in the coming period. As long as we dig deeper, it can also increase sales and profits, and enhance market competitiveness.

Stone company multi-brand strategic planning

An important part of the stone brand strategic planning is to plan a scientific and rational branding strategy and brand architecture. The brand strategy and brand architecture must solve the following issues:

How to deal with corporate brand and product brand relationship, co-branding model.

When a company develops new products, it uses the new brand or extends it with the old brand, or uses a sub-brand to demonstrate the new product's personality;

When to develop new brands, co-brands, collaborative brands, and sub-brands;

The number of new brands and sub-brands is more appropriate;

How can a sub-brand play the role of a back-feeder? ......

Everyone has a certain foundation for the knowledge of the stone brand strategy. Therefore, it is clear that the level of the above branding strategy and brand architecture planning can greatly affect the profitability of the company. For example, when companies can fully expand their business performance through brand extension to drive the new product best-selling market, they will not be able to extend and develop new brands. They are asking for food, and profit declines are small, and serious ones will hurt the company's vitality. If Wahaha really followed the advice of many pure theorists, pure water would not develop a new brand without a childish Wahaha brand. Perhaps Wahaha has already evaporated, at least not as if it is now moisturized; but if the core value of the brand can not be tolerated When new products should develop new brands and push new products, they will have stiff brand extensions and companies will suffer great losses. For another example, the number of corporate brands is most appropriate, and how the relationship between the corporate brand and the product brand is handled. This is a problem that affects the entire body. This effect is often not only tens of thousands or millions, but is often tens of millions or billions. Visible, in-depth and professional study of the law of branding strategy and brand structure, through its mysteries, and combined with the actual situation of the company's financial resources, industry characteristics, etc. to flexibly plan the company's brand strategy and brand structure, can greatly reduce the stone Business costs.