How Does The Wedding Bird Use Many Brand Strategies?

Financial reports show that Wedding bird In 2013, operating income reached 2 billion 20 million yuan, down 10.5% from the same period last year, and net profit was 160 million yuan, down 66.3% from the same period last year. The company intends to distribute a cash dividend of 0.5 yuan (including tax) for every 10 shares. The first quarter of 2014 achieved operating income of 630 million yuan, an increase of 13% over the same period last year, and net profit rose 5.6% to 54 million 110 thousand yuan, which was in line with expectations.

stay clothing In the general market downturn, the good news birds can achieve such results. Besides good business philosophy, I am afraid that many of them also benefit from the multi brand strategy of the wedding birds.

In the field of clothing, multi brand strategy advantages are inherent. Fashion industry giants basically adopt multi brand strategy, such as the most well-known LV, Prada. First of all, because of the increasingly diverse and differentiated demands of consumers, multi brand strategy will locate different brands in different market segments, and help to meet different consumer needs. A brand has a proper positioning, can win a certain consumer group; many brands have many characteristics, and can widely occupy the market. Secondly, the multi brand strategy can spread the risk of the market competition on different brands, and each brand is relatively independent, so that once the individual brands have problems, they will not bring disaster to other brands and the overall image of the enterprises. If a single brand strategy is adopted, all the resources of the enterprise will be invested in a brand. Once the popularity of the brand decreases and the reputation is impaired, the enterprise will bear enormous pressure and risk. Thirdly, multi brand strategy is a sharp weapon to crack down on competitors and protect themselves. It has two meanings: on the one hand, the multi brand tree has the strong image of the enterprise, so that the competitors dare not attack arbitrarily; on the other hand, multi brand strategy can occupy different market segments and sales channels, meet the needs of different consumers, and implement close and effective defense so that competitors can hardly get involved.

The news bird group currently owns TOMBOLINI, Maurizio Baldassari high-end brand group, HAZZYS, flangton, middle and high-end brand group, Saint Angelo, younger fashion brand group than Root, and high-end professional wear BONO brand. Most of the sub brands are in the breeding stage and have not yet made profits.

According to the industry analysis, the development of the main brand of the company is stable, and the development of the sub brand will determine the development space of the company.

However, multi brand mode is also a double-edged sword. Multi brand strategy will not only increase the cost of advertising, but also lead to decentralization of marketing resources. If there is no solid backing as a basis, there is no high-quality enterprise management team and personnel quality, and multi brand strategy is more like a pavilion on the beach.

So, in the future, how will the good news birds allocate their resources, reduce the disadvantages of many brand models, and enhance their advantages? brand The strategy can continue to play, is still our continuing concern.