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mbt fuaba Shanghai home to borrow resurrection double younger sister foray into

已有 792 次閱讀 2011-02-26 14:32 標籤: mbt pro but

Cross-border luxuries? Shanghai home to borrow resurrection double younger sister foray into luxury industry

Many international high-end brand gathered in Shanghai bund of the peace hotel shops, among them, a paragraph of "double younger sister" jade let frost priced 10,800,000 yuan of RMBS,mbt fuaba, and another kind of once in panama shibohui won gold double younger sister "pink creams" sold to 680 yuan, these and international first cosmetics price level pegging.
Born in guangxu period of Chinese cosmetics brand "double younger sister", yesterday formally resurrection. Shanghai home 37.13 1.42%] [with hundred seven years to build the brand, it still can make another ancient but young brand copy this success? In addition,monster beats pro by, in international top brands collection of the cosmetics market, new "double younger sister" competitive advantage, how can play out?
Once failure
In GeWenYao opinion, chairman of Shanghai home now than he's 12 years ago a lot more positive. Creating local high-end brand, and occupy the international market in China,bose headpones, is always the brand competition in its mind.
In 1998, China more than half of cosmetics market share has been foreign brand occupies, in high-end market of domestic brand quantity is almost zero, to change the above situation, Shanghai home targeting high-end market developed Distance perfume. But in the later the marketing process, GeWenYao found that even the French packaging,ugg lo pro button 5691, Distance using imported raw materials, can still enemy nevertheless western brands, at the time of the Chinese,mbt sport grey, there are few consumer acceptance.
"The Distance of failure, because at that time household economic strength,mbt sport shoes, talent and cultural identity are not to the extent of the players now." GeWenYao says, "last year, household profits 1.4 billion, players are now more power to cultivate 'double younger sister" brand. More importantly' double sister 'resurrection also with other old brand of Renaissance Shanghai home have too much different, with international brand competition of lessons and successful experience."
GeWenYao experience from has now been fairly successful nightfall and hundred. After the failure of Distance, Shanghai home began to explore the brand differentiation strategy, and in the attempt to TCM nightfall brand culture based formula and the brand culture, the brand strategy let nightfall successfully repelled the p&g, Johnson &johnson, unilever famous brand, established the siege of summer personal care market popularization of absolute leadership.
In high-end products, after the upgrade of the concept of TCM culture high-end brand of hundred, in domestic and European market has made great achievement and also give "double younger sister" a lot of experience. The seventh year history of hundred profit, but now begin each year to more than 60% of rapidly growing monthly sales income, now constructions 300,000 to 100 million or so.
In GeWenYao view, the "double younger sister" brand will be like a hundred of the same as the "strategic training" to overlook a profit. But "profit (time) will certainly less than seven years". GeWenYao said, hundred seven years in the process of cultivation walked many crooked road, and by the operation of "double younger sister" brand completely can be avoided.
"For example in spreading, channel and terminal." GeWenYao said, is not to spread before hundred very seriously, but now I find that spread too important, he is not only the short-term sales for product has an effect, more important is to build the product's brand. GeWenYao found some consumers at present because of age, income etc. Reason is not a product, but if the actual consumer products established in the consumers' mind brand, then potential consumers will is likely to become a real consumers.
"Double younger sister" Shanghai manufacturing
"Resurrection" double younger sister ", because it is a story, a cultural historical details of brand, with high-end fashion and luxury brand of common features." GeWenYao found.