Using the multi brand strategy, aluminum alloy door and window enterprises need to be vigilant against the "stumbling block"
the market competition of aluminum alloy door and window is becoming increasingly fierce, and it is difficult for enterprises to have a head start. In order to occupy more market share, many aluminum alloy door and window enterprises began to try multi brand management solutions. These enterprises hope to occupy a larger market share and obtain greater profits through different businesses
however, the extension of multi brands can not be completed overnight. It requires a lot of manpower and energy from market research, product launch and publicity. Therefore, aluminum alloy door and window enterprises need to be highly vigilant against the three "stumbling blocks" if they want to use the multi brand strategy
stumbling block 1: lack of difference in brand value of aluminum alloy doors and windows
on the surface alone, our domestic aluminum alloy doors and windows enterprise brands have their own core values and brand positioning, but in fact, the same enterprise core values lack significant differences. These brands can temporarily occupy a place in the market, but once with the stable development of the economy, Consumer friends have higher and higher requirements for brands, and these brands will lose their sustainable power. The core value of the aluminum alloy door and window industry will quickly lag behind. When the core brand value cannot stand, the enterprise brand will no longer survive
stumbling block 2: the internal friction caused by the collision between aluminum alloy door and window brands
if the multi brand strategy can be implemented in enterprises, it can be determined that the performance of aluminum alloy door and window enterprises with a brand in the market is quite good, and the future development trend is also better. If there is one or more brands, it will be more able to meet the needs of consumer groups, and then the company's profits will increase
however, in the actual operation, many enterprises will find that most of the major brand channel providers will also operate the brands of auxiliary 4, punch and sample replacement, convenient loading and unloading, and operate several brands of aluminum alloy doors and windows at the same time. Its advantage is to strengthen the ownership of the channel providers, so that the brand can be listed quickly, but its defects are also very obvious, It's just that there is no way to let multiple brands drive together at the same time. This four-year multi axial pouring material (Maxim) project is supported by the British Institute of Aerospace Technology (ATI). The marketing personnel are also very personnel. Because of the capture of channel resources, aluminum alloy door and window brands collide with each other, resulting in the phenomenon of internal friction at the same time
stumbling block 3: the resource allocation between the main and sub brands of aluminum alloy doors and windows is not clear.
our current aluminum alloy doors and windows enterprises are very lack of reasonable planning in the allocation of marketing. Now that the main brand has been formed, the company will invest a lot in sub brands. When the main brand is attacked by the market, it will go back to protect the main brand
in today's aluminum alloy door and window market, it is difficult for aluminum alloy door and window enterprises to win advantages by relying on the power of one brand alone, but the management of multiple brands needs to be cautious and get rid of flashiness and superficial skills, otherwise it will cost a lot of money in the early stage. 3. Before starting the machine, material resources, energy and time, but the brand has not been established, the gain is not worth the loss