Lang Sha is how to multi-brand it

e707004304

_2840
Lang Sha is how to multi-brand it?

When a brand a reputation in the field of an industry, often also the brand extension when the enterprises. Yiwu more and more enterprises to create their own brand, and a minor celebrity in the industry. Many of them have begun to get involved in other businesses, how to take the road of diversification? Brand shoulder is to Related industries in the extension product, or inventive involved in unrelated fields?
experience Template: Lang Sha Holding Group

brand, with 80 categories, more than 1,000 varieties. Currently involved in knitted underwear, neckties and other apparel industries. In
voice of experience

Narrator: Langsha Holding Group

Planning Manager Liang Jiesheng

diversification is the trend

not overwhelming

when 6 Chinese will be a person wearing a ; Langsha Take into consideration the company through the decision-making, and ultimately decided to create a variety of products covered by the stop service.
2004, the Sha, But the company decision-makers believe that, after years of development, Companies urgently need to find new growth points of interest, and then the underwear industry has gradually matured, the operation of the enterprise to brand the best time.
serve the main industry.
massive on-line in the underwear manufacturer, the company's R & D investment increased rather than decreased the socks, in the Also imported the most advanced equipment and technical personnel, to promote socks products, technology innovation.
string, sound: one thing is very clear, diversity is not better. If your product is not in an industry or a category of the best, there is no absolute advantage to obtain the status of the industry should try to walk the road narrower.
because to do a product bigger and stronger, so deep so thoroughly, more than a few or even no influence on dozens of products. If the diversified businesses of funds distributed to a number of industries, but not preempted every industry, in the event of crisis, the collapse will be like dominoes. In the process of diversification away, still must focus on core business, can not dominate.
multi-brand marketing

better than just one brand

; created a brand and stronger focus on the ultimate rule of thumb is to allow your brand to become synonymous with a certain category of products. To a certain extent, Leveraging the power companies try to use
but the company did more than use the , they also launched the

in marketing strategy, underwear not to renew the marketing of the road, first proposed in the industry The current white-collar workers and the texture of the urban elite of underwear,
taste more and more attention, and regular underwear, underwear from a single development to thermal underwear,[link widoczny dla zalogowanych], cotton underwear, body underwear, with the category, the increasing variety of rich, certainly into the
string, sound: a brand is a category, so that a successful brand to cover more categories, and easy to destroy consumer awareness: What are the brand , but nothing can not represent, there is In brand marketing, what products are selling, easy on every side, everywhere beaten.
example, Hainan Yangshengtang achievements in the field in the drug group the Beef Stick), ), They belong to a group, but kept themselves between brands, consumers have each of its brands have a clear understanding, recognition.
not fight a battle unprepared

not out of the industry chain is on the

; consumer habits will be the same as McDonald's hamburgers, fried chicken is equivalent to KFC, McDonald's also sold to French fries, Coke, KFC has sold Chinese food, they have one thing in common, that is American fast food. Similarly,