Clear positioning is important

Whether the company's multi-brand operation has triggered industry hot discussion


Enterprises should not multi-brand operation, can not be generalized! This depends not only on the strategic planning of the company, but also on the product development capabilities, manufacturing capabilities and market operations capabilities of the company. The advantage of multi-brand operation is to maximize the integration of market resources, meet the consumer needs of different levels of customers, and diversify business risks. The shortcoming is the diversification of the operation, the use of scattered capital, and the difficulty of management.

Therefore, the rational use of multi-brand operation and operation mode is to market segmentation of consumers. Different markets choose different products, formulate different marketing strategies, establish different marketing channel models, and carry out different marketing activities. Nock currently has five brands including “Nock?; Fisino” and “Nok?; Divori”, “Nok?; Bass”, “Tiano” and “Meihao Home”. By clearly positioning the market, to clearly locate the product, and then to a cyclical operation process of market strategy promotion. At the end of this year, we will launch a new "overall home lighting" brand - Knock; Pudi, is a brand that is tailor-made for consumers who buy mid-range commercial housing to meet the needs of the public.

At present, there are not many enterprises that truly realize multi-brand operation in the lighting industry. Some enterprises have vague positioning on the market, conflicts between sub-brands, and similar product lines. Not only are the core competitiveness insufficient, but also the internal consumption between brands and brands. Especially in the field of European-style lamps, there are a lot of fish and dragons, there are many speculators, and the phenomenon of plagiarism and imitation is serious. The companies that insist on originality and take the brand route are less. Once they encounter the winter of the industry, they must fall down first.

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