What should be done in the secondary brand marketing of the cabinet industry?

Gold cabinet CEO Pan Xiaoyu mentioned the idea of ​​being a second brand. The original content of the interview is quoted as follows: "Although our gold-plated cabinets, in general, the positioning in domestic brands is high-end, it may be that our consumer market is mainly concentrated in the first- and second-tier cities with strong consumption power, but we see To the future development trend, we have a sense of mission in our hearts. We hope to bring good cabinet products to thousands of households. In response to such a situation, we are also actively making adjustments. On the one hand, we will extend our product line as much as possible. It is more suitable for the spending power of the working class. The second one we even consider whether it is necessary to build a second brand and create a quick model, because now everyone in the cabinet industry is going to be a customized model, like all hotels. It is rated according to the star rating system. There are also fast business hotels in the hotel. Aviation also has so-called low-cost airlines. In the future, the cabinet industry is also likely to create a so-called shortcut mode that allows it to adapt to low-cost operations. More ordinary consumers buy their favorite products and transform our public

Gold medal cabinets are not the first cabinet enterprises in China to have the second cabinet brand impulse and practice. The second brand winning geometry of gold cabinets as “quick mode”? Chinese similar gold cabinets want to do or have already done a second What is the winning odds of cabinet companies?

This is a big strategic choice for a company, and it is a step that cannot go wrong.

The author believes that the vast majority of cabinet enterprises in China, if they want to make a second cabinet brand, are basically a dead end. Why do you say that?

First, most cabinet companies do not have the strength and ability to be the second cabinet brand. To be the second brand, in the brand strategy, it is a brother brand that builds the same brand as the first brand. It is a very costly business resource. A well-known brand is made out of real money and silver. It takes a long time to build up and build a brand. It is a time-consuming and costly marathon. It is not a hundred meters sprint. It is not easy for companies to create a brand, let alone two brands? Therefore, many Chinese companies are willing to use brand extensions - that is, to use the same brand to do different diversified products, which also explains from the opposite side. The difficulty of the second brand. For most of China's current cabinet companies, there is no such strength and ability to be the second brand. The only qualified person may be the European side, but the European side chose the brand extension - that is, using the same brand to do multiple Product - this is the brand shortcut that most Chinese companies are willing to choose.

Second, the high-end brand makes the second low-end brand look beautiful, but the endogenous contradiction of the channel that can't be solved will make the company die very badly. As mentioned above, the gold-plated cabinet itself is a high-end brand. If you want to be a low-end, low-cost second brand for the third- and fourth-tier markets, unless it is the second-brand store of the gold brand, all the companies are open. Direct stores (this is unlikely), otherwise, they will be endangered by the internal contradictions in the channel, and they will stumble on themselves. If the low-end second brand of the gold medal (for the time being called the G2 brand) is going to take the mode of attracting investment and joining the chain, it is necessary to recruit dealers. The dealers of the G2 brand will skillfully “borrow” the high-end “gold medal”, the distribution of G2. The Chamber of Commerce said to the terminal customers: You see, our G2 brand and gold medal are one family, the same factory, the quality is the same, but our price is much cheaper than the gold medal, or choose our G2. If in the same city, the same area, that is, there are gold dealers, there are G2 dealers, the outbreak of endogenous conflicts in this channel is sooner or later. This is a problem that can not be solved well by the company's preaching, management, and big stick measures. The result is that the existing dealers of the gold medal are very dissatisfied, they have great opinions on the company, their enthusiasm is frustrated, and they will have a huge impact on the existing gold channel. The more G2 stores are opened, the more they overlap with the gold channels, and the more intense this contradiction will be. As a result, in the case of enterprises that are unbearable to the dealers, the company will be overwhelmed, and will choose the strong man to break the wrist and cut off the second brand. This is not a theoretical deduction, but a realistic tragedy that may occur.

Third, the high-end brand is the second high-end brand, and it is possible to succeed if it creates the same self and competes with itself. This is generally a strategic choice for leading brands within the industry. There are basically no competitors in the market. The leading brands can compete with themselves to build a second high-end brand and grab a bigger market cake. When the author served Huangming Solar, Huang Ming was adopted this brand strategy. Emperor Ming has two brother brands, Huangming and Yijia, although they are in the same city, but they all have independent factories and manufacturing systems, marketing systems, and even the price of Yijianeng's products is higher than that of Huangming. At this time, the dealers who are clever will not be able to borrow the power of “Huangming”, and even try to clarify the relationship with Huangming at the terminal. Therefore, for a long time, consumers do not know that Yijia and Huangming are one family, only those in the industry know. Ordinary consumers are simply not aware of it. Even if Yijia can be positioned the same as Huangming, the sales of Yijia can be far behind Huangming.

The industry's first leading brand, if you want to build a low-end brand, if the brand is operating properly, it is possible to succeed; not the industry's first leading brand, if you are positioning high-end, to create a low-end brand, the probability of failure It is very big.

For the wardrobe industry, because the first brand is not yet mature, the second brand has not been built. This is the realistic brand strategy choice for most wardrobe companies.

In China, the vast majority of cabinet wardrobe brands are still industry brands. In the case of the Volkswagen brand, the strategic choice for creating a second brand must be cautious and cautious! It seems to be a delicious cake, which may be a lethal poison. !