Chinese home appliance industry in the strict sense without double-Brand.docVIP

 PAGE \* MERGEFORMAT 3 Chinese home appliance industry in the strict sense without double-Brand Science and Technology Daily: How to look at co-branded home appliance business work? Luo Qi: a dual-brand operation is to segment the market, dual-brand operation is not a fixed pattern. A dual-brand operation is a multi-brand operation is only a preliminary form, more international business is a multi-brand multi-brand operation. For pairs of the brand is not functioning like a car, like the two wheels need to act in unison, because each brand corresponds to a different product category, as well as in different types of products represented by the level of this category of products. Pairs of brand operation, the key is the response for each brand to brand products in the market corresponding to the particular consumer group’s precise position and in their daily operations to operate in strict accordance with this position. Science and Technology Daily: What are the risks of the operation of a dual-brand? How to avoid conflicts between and balance the brand? Luo Qi: Two brand operation problems and potential risk is that a business owned by the different brands to compete for the same consumer group, which is a brand owned by the formation of their own conflicts of competence. The formation of the brand is a process, but any one with a relatively long history of the brand regardless of whether the initiative will be to fix a position in the market, a certain level of demand and level of position bias. Balance the best way to brand the conflict is to allow different brands have different strategies to perform the task, and to strictly enforce the provisions of different brands of different roles. Single-brand operation of enterprises is relatively simple, a company’s resources will be invested in a brand body. Pairs of brand operations Zexu based brand positioning and brand development of the distinction between strategic requirement to allocate resources, dual-bran