Chinese ceramic industry is not an international brand, there is no national brand, the only industry brands and regional brands. But the ceramic industry in the end how many brands? Even ceramic industry associations at all levels are hard to explain. In Foshan, Chaozhou, Jinjiang, high security, Zibo, Jiajiang areas such as ceramics and building materials stores in major cities in China, ceramic brand advertising dizzying. In Foshan, a little-scale enterprises have two three or more of the brand, multi-brand strategy become the most common ceramic industry brand strategy model.
The so-called multi-brand strategy is the development of an enterprise to a certain extent, the use of their own to create together a well-known brand extension off, develop a strategic plan well-known brands, and independent brands, but also there is some relevance, but is not nothing to do with each other in reality. Person in charge of a ceramics company, usually that is a multi-brand business, with a production base, the same type and quality of the bricks, because digestion can not afford to launch a brand so much to digest, this is the Chinese ceramic industry, the so-called multi-brand strategy.
A ceramics company disclosed, ceramic enterprises on the basis of the existing brand new brand to go the road of multi-brand, the purpose is to address the rapid growth of enterprise production. The person in charge, unlike the ceramic industry, appliance industry, in the same area can have many different distributors. Under normal circumstances, ceramics enterprises in a region only one agent, but agents, after all, limited capacity, limited financial resources, and can not completely solve the problem in the local sales, but in order to protect the interests of dealers, but can not find other distribution business. Finally, in order to further gain market share, so many companies launch a brand to capture even more than the local market.
Background of multi-brand launch
"Multi-brand model" has been in the ceramic industry there, because its production capacity greater than sales to the results. Development of the industry from 30 years of ceramic history, ceramic products experienced by the seller to the buyer's market, demand to oversupply from the development process.
After the reforms in 1978, with the country's economic development, China's ceramic industry has also made considerable progress. However, at that time, the ceramic product is a high-end durable consumer goods, most used in a number of national key projects and large public buildings, the average consumer is unable to consumer products, wall and floor tiles.
As the vanguard of reform and opening up, the central government, especially a particularly great importance to the coastal cities of Guangdong's development, the central leadership to visit many times to visit Foshan enterprises, "Foshan Ceramics" is riding on the opening up, well-known people of the country, property owners across the country Foshan have to buy ceramics. Until the early 1980s, China's pottery market is a seller's market, product demand.
The late 1990s to the beginning of this century, the rapid development of China's ceramic industry by leaps and bounds the stage, this stage of development, can be summed up with each passing day. With the dramatic increase in the production of building ceramics market quickly reversed by the shortage economy surplus economy, ceramic products business began to slow-moving situation, a single brand is difficult to meet the needs of market expansion, is such a big environmental background, and carries out the ceramic industry multi-brand strategy model.
Multi-brand strategy, mostly fast moving consumer goods industries, such as daily chemical industry, Procter & Gamble, Unilever, beverage industry, Coca-Cola, Pepsi, and so on. Implementation of multi-brand strategy in the world's most successful companies when the number of Procter & Gamble, it's up to more than 300 independent brands, these brands and brand and Procter & Gamble each other are not too many links. In the field of hair care products, to include Head & Shoulders, Pantene, Rejoice, Vidal Sassoon and other brands; in the detergent field, there are Tide, Ariel, the wave was, according to if, from the, Zilina and other brands .
The operational characteristics of multi-brand model
Ceramic industry began in 1999 multi-brand operation and has already gone through 12 years of development, we can see, multi-brand strategy model has the following three characteristics:
A large, including businesses large capacity, a large scale. Has been applied from the industry's multi-brand business operation can be seen, the more successful multi-brand lines are gone large enterprises. Small businesses would not choose to multi-brand strategy.
Second, can not occupy the high-end market. This is a multi-brand operation of the enterprises have to admit that fact. The contrast between enterprises, from the brand influence, reputation point of view, there is still a gap. Industry analysts, this is the multi-brand restrictions caused.
Third, the successful operation of multi-brand company, is a product of a team, a product of a hall. After years of development, in fact, the implementation of multi-brand strategy, corporate mind has undergone subtle changes. In general, single-brand companies took to the road of multi-brand aimed at the growing expansion of the capacity to digest. But at present, many enterprises to increase the brand, not just the capacity to digest, but in order to improve the product line, with its occupation of different areas of the market.