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Multi Brand Management Strategy Becomes The Core Advantage Of International Luxury Brands

2013/6/17 10:59:00 37

Less than p ago, Swatch (Swatch), the Swiss luxury group, announced the acquisition of the top watch and jewellery brand Harry Winsto (HarryWinston) of the United States, trying to enrich the group's high-end product line and move closer to the leader of the group. This upsurge of high-end brand mergers and acquisitions is intensifying. As a leading enterprise in the domestic jewelry industry, Guangdong Chao Hong Ji industrial Limited by Share Ltd also learn from the expansion practices of foreign counterparts in the course of development, and combine with the actual situation of the mainland, try to make the scale of enterprises bigger and stronger in a short time. 
 opened the cross industry alliance mode of cooperation 
"P" day ago, Chao Hung Kai Co FION Fei Ni jointly launched a cross industry alliance mode of cooperation. As a leading brand of fashion gold jewelry, Chao Hongji is favored by modern urban women with excellent design and innovation ability. FION is also a leader in the high-end women's brand in the Asia Pacific market. The cooperation mode of the two cross industry alliances can not only effectively enhance the brand image of both sides, but also bring more substantial convenience and benefits to their consumption groups, so as to promote the further promotion of modern urban women's taste in fashion. 
 as the first cooperation between Chao Hong Ji and FION cross industry alliance, the two sides chose the major counters in Wuhan, Shenyang and Ningbo as operational pilot projects, and shared resources in various aspects such as channel promotion, member resources and brand communication, so as to form a strong force in brand marketing and give greater feedback to members of both sides. 
During the activities (from June 1st to August 31st), Chao Hong Ji and FION members will enjoy preferential activities for members. Consumers can enjoy the honorable rights of members in the Chao Hong counters or FION counters. Among them, the new cooperative privileges offer customers a better shopping experience than regular members. 
 strong > multi brand management strategy becomes the core advantage of international luxury brand /p >
Less than P, after the successful acquisition of the leather company in January this year, Chao Hong tried to learn the development course of international luxury brands such as LV and GUCCI. It is developing from a fashion jewelry chain enterprise to a multi brand carrier across jewelry and women's bags. 
 however, it is not always possible to rely on M & A expansion to achieve multi brand development strategy. The gap between Chinese enterprises and internationally famous brands lies in the optimization of brand management and the firm adherence to product quality. 
 nowadays, the brand image of LV in France has penetrated into the hearts of people all over the world. 
 since LV opened its first leather store in France in 1854, LV products have expanded to women's a target= "_blank" href= "//www.sjfzxm.com/" > clothing > /a > perfume, accessories, handbags and many other areas. In the mid and late 80s of last century, LV brand began to expand more fields. In 1990, LV began to move forward to multi brands. Apart from traditional leather products, it expanded to all kinds of fine products, blankets and a target= "_blank" href= "//www.sjfzxm.com/" > dress "/a" and other related products, thus laying the LV brand's international luxury status nowadays. 
 in fact, nowadays, most international transnational brands have adopted multi brand strategy in the course of development. The most typical is the daily chemical giant Unilever, Procter & Gamble and other companies. Through continuous acquisitions and brand expansion, these international famous brands benefit a lot. 
 M & amp; d expansion decode, Chao Hong base, brand integration, /p >
At present, China's independent luxury brand is still lacking. From the experience of international brand development, China's huge rich class will give rise to China's high-end luxury brands. P The most likely international brands are also in jewelry, leather goods, bags and other industries. 
 according to industry estimates, the total consumption of gold ornaments in the Chinese market will increase substantially over the past year. According to the Frost&Sullivan report, China's jewellery consumption market will grow at an average annual rate of 12.1%. By 2015, China's jewelry consumption scale will rise to 129 billion yuan. 
In order to snatch the huge consumer market in the future, Chao Hongji began raising funds in 2012 and expanding stores in the country. P It is understood that in 2012, there were 79 new shops opened by Chao Hong Ji, including new stores and some strategic stores which have adopted new VI and SI, effectively enhancing the image of "CHJ Chao Hong Ji" brand, and will gradually promote in the future. 
P, as the giant of domestic jewelry industry, after many years of development, Chao Hong Ji also began to emulate the expansion of international high-end brands. 
 Liao Chuangbin, President of Chao Hongji company, said, "the multi brand operation development mode of Louis Weedon holding group is the way Chao Hongji will take in the future." It is understood that Chao Hongji will create "China's most respected luxury operators." 
Chao Hongji, founded in 1996, is currently engaged in the design, R & D, production and sale of high-end fashion jewelry, and owns two jewellery brands of "CHJ Chao Hongji" and "VENTI vatidie". Among them, "CHJ Chao Hong Ji" is located in the high-end market of jewelry industry. It takes classic fashion as the brand feature, and the main consumer group is 26~45 year old urban white-collar woman. "VENTI vatidie" products are mainly colored drills and kking gold. They are located in modern urban fashion women, and satisfy people who pursue individuality, fashion and show their unique taste. 
After the acquisition of Fion (P), Chao Hongji will enter the domestic consumer market of women's bags. < FION > At present, FION owns two brands of "FIONPlatinum" (Birkin Faye Anne) and "FIONStandard" (classic Phoenix). Among them, the "FIONPlatinum" series is high-end and elegant in design. The "FIONStandard" series is positioned in the middle and high-end, and is designed in classic fashion. It takes the traditional FION logo as the design element, and highlights the simple and fashionable style of the product through details. It is expected that in the future, the company will introduce men's bags, scarves, female a target= "_blank" href= "//www.sjfzxm.com/" > shoes "/a" and other accessories products, and enrich the product line to support the supply of products such as shopping centers flagship stores, and enhance the brand image of FION. 
 however, market observation suggests that the acquisition of other well-known brands can expand their influence rapidly, but how to achieve brand integration on the basis of existing brands is the key to further development. 
 in the background of the luxury class women's bag market is basically monopolized by international brands such as Hermes and LV, how to carry out the brand integration of Chao Hong will be a great challenge to it. 
At present, there are 14 P in Hongkong, 259 counters or stores in the mainland, and more than 140 outlets in Japan, Singapore, Taiwan, Macao and other countries. Chao Hong has more than 500 franchised stores in the country, and many sales channel resources and sales outlets make Chao Hong's market advantage even more obvious. 
 Liao Chuangbin said that in the future, Chao Hong Ji and Phoenix will cooperate with customers through resource sharing, brand interaction, channel complementarity and system support. At present, Chao Hong has over 500 franchised stores in the national quality department stores, while Fion has 259 exclusive stores in the national quality department stores. Their respective advantages and channel resources will provide support for the expansion of both sales networks. 
 in fact, with the gradual improvement of Chinese women's consumption ability, the market prospect of leather products will be broad in the future. According to a research report, the Chinese women's bag industry has maintained a high growth rate during the period of 2005~2010, the annual compound growth rate of output value has reached 18.5%, and the future consumption potential is still huge. The industry believes that in recent years, the jewelry industry is constantly warming up, similar to the case of luxury group PPR purchase Kirin jewelry and other cases are common. Because compared with other luxury goods, jewelry has obvious advantages in value-added, hedging and profit. In the future, jewellery will become a major international luxury group. 
 Liao Chuangbin said he is confident of the future of China's jewelry market.