The best economy of scale on the ceramic multi-brand strategy, business thinking

Published: 3 Aug 2009 06:48:16

The so-called the world who have channels, channels such as the building has been sealed sword throat, any of a ceramic enterprise building can not be ignored the importance of channels. In the basis of channel-oriented, multi-brand strategy has always been a ceramics industry an important means of expanding the market, but the past few years, Tao's multi-brand strategy of enterprises undergoing some changes, some enterprises in multi-brand contraction, a number of enterprises in the large-scale multi-brand expansion. In fact, the final analysis, multi-brand strategy is a kind of channel strategy, in the ceramic industry as the main body of this extensive marketing background mode, and that the refinement of marketing do not want to carry out or not carried out, but the market is obviously there is a gap in the vast , it is more than a trademark registration. Of course, no difference of the multi-brand strategy and ceramics industry of the property industry itself. Because of the semi-finished ceramic products and the overall properties of the closed industries, the decision of the ceramic industry, marketing is "relationship marketing." On the relationship between the market driven by the relationship between channels driven, the product will be through "connections" to sell. Basically, the implementation of multi-brand strategy for the following considerations: Since everything depends on the relationship, then the relationship between each dealer network certainly is quite different, then the sales channels will be different, since the different sales channels, why can we not make use of different dealers different sales channels to expand the sales of this region? Set up a regional competition in a number of dealer distribution system obviously does not work, because the market is in place can not be bound to being refused, the fix has been turned on. That we have registered more than a brand it. That there is no need to separate the formation of this product? Able to separate the natural good, but the manufacturers of raw materials, production line, staff can be shared if not better? It would create awareness in the market segment. It does not matter if they can not separate, different manufacturers use different dealer network, not the formation of a great conflict. This is the multi-brand strategy background, and market segmentation as the only remain in the promotion level, the connotation of a lack of sufficient support and attention, often end the phenomenon of the formation of non-separated. However, this multi-brand strategy is based on the market has changed. On a personal relationship before the relationship between the marketing channels to enable the works, distribution, Home business, most of the proportion of possession, but the image of the retail store display, but many dealers, said: not sure about doing the project, the project accounts in arrears no, not the tender price of the project; As for distribution, an increasing number of shipments directly from manufacturers, even if the shipments from the distributor, control and profit margins already been changed. With the overall decline in profits and kickbacks Home companies and designers exposure, and Home channel of cooperation between the companies are gradually adjusted to a rational basis. Even has never attached importance to the retail dealer's retail stores are beginning to establish the basis of in-store sales to home improvement companies and, as the carrier cell to promote to the project and distribution to supplement the sales pattern of the terminal has been formed, and This pattern is driven by the brand channel mode. That is to say, rely on the brand-driven promotional channel model is taking shape, more and more attention paid to the dealer pre-sale, the service integration, an increasing number of distributors has never been on the high-end the needs of the operator of such urgency as never before have such urgent need of terminal operations and product knowledge. At present, the ceramic industry of multi-brand strategy will produce the following phenomena: 1, investment has become more difficult. 2, more intense competition in the market, dealersthe situation there. 3, the dilution of marketing resources and market management costs. Ceramic industry had a low-level marketing industry, each enterprise marketing resources are always limited, the addition of a brand, marketing resources are necessarily. Ceramic industry will enter a brand culture and brand value based on the refinement of marketing era, the objective requirements of the pooling of marketing resources and effective utilization of marketing resources to the brand dilution will bring more negative. If the original brand is strong enough, the brand has been popular culture and values, sufficient to improve market management, the separation of some resources to the new brand was fine. However, the ceramic industry has yet to be called very strong brand. Market environment has changed, and the survival of multi-brand has been very barren soil, and those impetuous, extensive marketing is bound to give way to the refinement of marketing. In fact, to enhance the quality of the business of marketing and conversion will be efficient and effective functioning of the market to enhance the quality of ceramic enterprises key. This is likely to be the future of ceramic industry for a period of time the operation of the market direction. As long as the excavation depth, the same can improve sales and profits, and enhance market competitiveness.