How To Keep The Multi Brand Strategy Of The Wedding Bird?

According to the results of the report, the newsbirds achieved 2 billion 20 million yuan in 2013, down 10.5% from the same period last year, and net profit of 1.6 billion 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.

In the first quarter of 2014, the operating income of 630 million yuan was 13% yuan, an increase of 5.6% to 54 million 110 thousand yuan, which is in line with expectations.

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

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Second, 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 brand.

BONO brand.

Most of the sub brands are in the breeding stage and have not yet made profits.

Industry analysts pointed out that

The development of the company's main brand is stable, and the development of the sub brand will determine the development space of the company.

However, the multi brand mode is also a double-edged sword.

Not only will advertising cost be increased, but marketing resources will also be dispersed. If there is no solid backing to rely on, there is no high-quality business management team and personnel quality. Multi brand strategy is more like a pavilion on the beach.

Therefore, in the future, we will continue to focus on how to allocate resources, reduce the disadvantages of multi brand models, enhance their advantages, and make the multi brand strategy sustainable.