Wallpaper industry brand strategy confusion Industry to introspection

China Coatings network
: wallpaper industry has emerged some extremely chaotic brand strategy, specifically, is a parent brand, while the development of a number of sub-brands. In the case of brand building is not strong enough, blindly extend the sub-brand, in the end can not achieve greater results. Wallpaper industry brand strategy confusion, the industry at this time more introspection.
is nothing wrong with diversity itself, it is wrong to ignore the non-relevant extension of brand growth and positioning laws. There are two main reasons why many wallpaper companies like the extension of diversification: First, the lack of risk resistance, because diversification on the surface can make wallpaper enterprises more likely to survive, which is the same as the "don't put eggs in the same basket" truth; Second, the lack of core competitiveness.
Chinese enterprises to learn multinational companies such as Procter and Gamble's multi-brand strategy, many just learned the surface, but did not deeply analyze the nature of multinational companies multi-brand strategy operation. Procter and Gamble was successful because when it launched its new brand, it was launched on the basis of a gap in consumer perception, and it was only after the brand had become a representative brand and gained industry leadership that it launched the new brand. Moreover, there are obvious differences between multiple brands for different consumers' mental perceptions.
in the wallpaper industry, there is a large number of "one father, several sons" of the so-called multi-brand strategy. These multi-brand strategies, in fact, do not understand "different markets, different brands, is the core of multi-brand strategy"; I don't understand the essence of the multi-brand strategy that allows the introduction of a second brand only if a single brand becomes an industry leader.
price war has been favored by many enterprises as an effective weapon for enterprises to quickly attack their rivals, rapidly increase market sales and seize the market. Due to the serious phenomenon of homogenization of wallpaper products in China, the selling points of various brands are much the same, and the phenomenon of "price war" is particularly serious. Price war in the enterprise to taste some sweet to gain more market share at the same time, but also make the enterprise capital chain tight, and thus affect other business activities, seriously hindering the further development of enterprises. Although the price war can quickly increase the market share, a short time to complete a larger sales. But for most companies, price wars can only be a marketing technique, not a strategy.
There is no clear brand positioning or brand indiscriminate extension constantly dilute the original brand cognitive value, with a high visibility but brand reputation and loyalty is very low, this hollow brand will eventually lose the brand growth. When enterprises face a decline in channel loyalty, brand intangible assets shrink, market voice encountered by dealers collective challenges, brand strategy continues to be missing, brand is still hollow is fatal.
the correct operation of the multi-brand strategy should be to build a single brand to become the industry leader brand, before the introduction of a different targeted second brand. The shaping of a successful brand can offset the benefits of dozens of ordinary brands. So don't blindly promote multi-brand strategy.