Take the offensive the method of leading the brand

The writer thinks that taking the offensive leadership brand contains two paths.

The first, list brand gradually enter type.

According to Lee rather wealth report disclose in 2010, Lee rather the sales income of the lord brand have to compare to be up to 92%, rest product to sale accomplishment contribute the strength isn't big.At athletics thing market, Lee rather still doesn't dare to found one more higher the brand carrying come to direct participation competition, but just pass to act for to enjoy a way(Lotto) to match international front-line brand, after feeling ineffective, want directly and promote Lee rather lord the fixed position of the brand, participate in the competition of international front-line brand.

The list brand is also a kind of way that can carry out, to the integration that expects an outlet, brand and funds behind much more opposite brand mode more easy, the key lies in how to gradually promote Lee rather lord the fixed position of the brand.

First, don't fantasize at Lee rather and bear a gram of have a fixed position empty be,Karen Millen are highly sought after and you are indeed lucky if you can have one sitting in your closet Lee rather original compare the price of article of local Jin river's tectonic plate slightly Gao Ban Dang, compare bear gram slightly low half file, win costliness and of high level very difficult again classify more meticulous price zone, depend gradually lift price to complete a gradually changing of the brand fixed position be not accepted by the market.From 2011 second quarter degree Lee rather the athletic shoes brand product order a meeting we can also see, according to retailing to mourn the order amount of money of posted price calculation and held last year same period even, among them, clothing product and shoe product average retail price's soaring all more than 8%, but ordering an amount together a score don't descend 7% and 8%.At the same time, because company the adjusting lead for the dealer's wholesale discount in 2011, this time order amount of money according to wholesaling to take delivery of goods calculation to descend about 6% laster year same period, but the customer reduce of the range may be larger.

Can pass category breakthrough to promote himself/herself while keeping an original brand fixed position secondly.Concrete way of doing:On being to subdivide opportunity in the market through internal resources analysis and exterior, find out the category that can break, provide the high level brand the product of the fixed position for the category, and lead off markup.For example finding out the badminton product that can break is passing to sponsor Chinese feather ball team but acquires athletics sparse after lacking a resources, surround the demand of badminton sport, develop the profession corresponding with production to turn a product, match an appropriate medium resources to throw in, achieve the high level fixed position of the category.Two is subdividing to gradually capture several main category athletics activity of Chinese fancy in the market, like badminton, ping-pong, football and basketball, and make use of the sticky aptitude the public product of these faithful consumers to expand.Three is the breakthrough that passes an individual product but arouse the fixed position breakthrough of whole serieseses with promote, such as development have state-of-the-art running shoe, pass professional athletics resources and amusement resources, make it become the high level product of this category.

The second, many brands encroach upons type.

The angle that overalies from the product sees, Lee rather of the product line overalied high level outdoor games, professional tennis, professional basketball and exercise apparatus, exercise realms like vogue,etc;See from the product fixed position, Lee rather of the product completed the pyramid form of three high, medium and low consumption strata layout.(is detailed to see table 2)But there in no complete solution Lee rather lord promoting of brand problem, sell a circumstance don't exert ideal as well.

First, surround Lee rather brand fixed position to set up many brand layouts.Lee rather strategic target should not just the sales first in the financial report, but should be a brand fixed position and public appeal of the first, the first of profits level.Lee's rather many brands have a little disorder currently, morely for holding tight opportunity in the market, for obtaining the sales growth of financial report, poor anti- because of carrying out pour to become Lee rather of nuisance, many brands were most decisive don't form brand resultant force and the sticky of consumer, to lord the brand help too little.

Secondly, under the premise well prepared, in good time release Lee rather under the lord brand of high level from have brand.Should from product and advertisement resources that the profession turned angle to correspond, but shoulded not only pass to turn with quality to obtain consumer's approbation.To be positioned to provide the brand of athletics thing for high level professional can pass the athletics resources having been already controled is oneself's publicity, use Lee such as Chinese feather ball team feather racket and professional clothing rather, when it's necessary adoption sit astride boundary a resources, pass with amusement the fever class athletics fancier within star to answer, make more public accept Lee rather the professional fixed position of high level brand.Can pass the sticky of the customer whom the loyalty of high level professional produces further, gradually live a transition to the comprehensive training and the vogue, finally get into vogue to live this front-line brand's biggest market, completion high level brand to bear a gram, adidas of outstrip.

Again, many brand layouts need to provide profession to support for high level product,Instead of more common Louis Vuitton shoes operating systems the iPad adopts the same operating system as the iPhone and can suppress medium low level brand to medium high level product aggression.On being a professional high level sub- brand to provide to prop up for high level brand and do a kit product for it, make two formation strategy interactive.Two is pass medium low level product, provide recreational sportswear for more ordinary people, reduce a main rival of to Lee rather the threat of lord brand, and gradually develop the loyalty of 2, 3 consumers in the line market, wait for these consumer's approbation to the Lee rather main brands, gradually convert this part of consumers as Lee rather lord the customer of the brand or high level brand.

タグ：Louis Vuitton shoes