"Do you have a coalition today?" Recently, such greetings are not unfamiliar to Xi'an home building materials circle. Following the launch of high-end alliances in the first half of this year, I have loved alliances and alliances, such as the Alliance and Wealth Alliance, and they are eager to try and have entered the eyes of people. "A piece of chopsticks is easily broken and ten pieces of chopsticks are as hard as iron." When the market was cold, the emergence of the coalition was not an example of the Xi'an market. In this wave of wave of brand alliances emerging across the country, the Guangzhou Home Building Materials brand alliance "a home", Tianjin Leader Building Materials Home Furnishing brand alliance is among them.
Market phenomenon
"You tell me what you like" to create a brand alliance
Actually, the high-end brand alliance of the House absorbed the seven brands of Italian Bee Tiles, Oakville Furniture, Louis Farlock Cabinets, Imperial Stairs, Longding Wooden Doors, Filmwell Doors, and Rossi Art Beauty Mosaic Floor. So far, several designer salon activities have been organized, and in May this year, Xunyi County, deep in the Qinling Mountains, offered love to mountain elementary schools.
Since its establishment, major league brands have been active. On August 19, I love the league's first wave of promotional activities to launch a full-scale attack on the market. The iconic Anderson, Anwar bathroom, European wardrobe cabinets, Germany Marburg wallpapers, crown cattle doors, Bode ceramics, Ai Yi Ruisi, Nanyang Dick eight brands have spread out in the major stores. Even the Huizhong Alliance, which had just started its press conference on August 9, has quickly set up a unified planning department and began intense preparations for the league activity in early September.
In fact, the Home Alliance is not a new game. The earliest in the country, the most intensively advertised, and the most professional, belong to the "Champion League." However, unlike the "Champion League" led by the manufacturers of the characteristics of the recent emergence of the Union brand in Xi'an by the dealer spontaneously. “This year, the market is relatively cold, and dealers have a common hug demand, and can quickly reach agreement on alliance activities and services within a small area. Unlike the alliances launched by manufacturers, the flexibility is low, and the form of alliances under pressure is also easy to implement. Faced with obstacles at the level." As a member of the "Championship League," Zhang Wei, general manager of European wardrobe cabinets said.
Ensemble warmth
The market is off-season and seeks "curve passing"
After the integration, the alliance brand can achieve all-round sharing of customer resources, financial resources and channel resources. "When we first started setting up high-end alliances, the first real issue we considered was whether we could get together to warm up. We must first consider whether these seven companies have common customer demands and a perfect after-sales service system. We hope that through outstanding designers, Pass the concept of high-end brand life to high-end customers.†Zhao Junhui, general manager of bees tile, believes.
Among these alliances, it is worth mentioning that Suning Appliance has introduced Suning Appliance to carry out the "clustering." It achieves a more mature pan-home shopping platform through one-stop cross-border. Similar to its positioning, I love the Alliance is also committed to providing consumers with better prices and services. Zhang Jian told reporters: “In fact, when we first started the alliance, the name we started from was the league of leaders. Everyone thought that the name was a bit like self-positioning and did not fully consider the interests of consumers. Later, after discussion, it was changed into I love the alliance more closely to the public."
Forecast
Major leagues will lead the competitive landscape
As the market has been sluggish this year, many people have defined the emergence of the coalition as "It's cold days. Let's get warm together!" If the market improves, will there be a situation of "every time must be divided?" There must be inextricable connections among them, but if the alliance is simply attributed to the good or bad of the market, it is a bit lopsided.
“The reason why home brands favor cross-border integration is that the single product operating profit space is getting thinner and thinner, and the alliance brands can share the protection against risks.†Liu Feng, general manager of Shi Jie and Yijia, stated: “Since it is planned to set up Union, that will inevitably have to be done in the long term. We are not looking at the alliance to make money, and then we will extend the reach of more brand services to millions of households."
The term "long-term development" has frequently been raised by the traders of the major leagues. It has been enlisted as a "spiritual law" for accumulating power. If the coalition effect continues to ferment, then small brands that do not have the strength to join the alliance will find it difficult to establish a foothold and eventually be eliminated by the market. From this perspective, alliance brands that have sprung up after the rain may create a “collective†competition pattern dominated by major brand alliances. Reporter Zhang Li
Reporter observation:
Working together to release positive energy is the key
How to maintain the unity of alliance and brand independence is a major problem faced by the alliance brand. "I am not optimistic about building materials brand alliance, how to divide the profit? How to spread the cost? How to restrain?" Xi'an, a well-known home improvement company owner from the actual focus, sharply pointed out the crux of the alliance. A store marketing manager stated that the resources within the alliance brand are also prone to inequality. "The same is a furniture brand within the alliance. If one of the customer resources enjoyed by the alliance is far greater than the other, how is the balance? The characteristics of their respective products are different, and the consumer groups are different. It is not impossible to create such problems."
The coalition formed spontaneously, because good interpersonal relationship with the brand has come together, how to ensure that it will not evolve into a variety of "truss" or "crash"? For these questions, almost all major league brands did not give positive answers. An example worth learning is that under the Champions League, there are retail commissions, engineering committees, and designers' committees, which provide professional management and promotion for different channels to maximize their advantages. From the current point of view, whether or not a coalition brand can achieve the goal of “friends walking together for a lifetime†is still an issue of good fortune, but the positive energy released by the coalition brand can not be underestimated. Moreover, the persistence and success of these alliances in the growth process have become a major source of confidence in the market.
Market phenomenon
"You tell me what you like" to create a brand alliance
Actually, the high-end brand alliance of the House absorbed the seven brands of Italian Bee Tiles, Oakville Furniture, Louis Farlock Cabinets, Imperial Stairs, Longding Wooden Doors, Filmwell Doors, and Rossi Art Beauty Mosaic Floor. So far, several designer salon activities have been organized, and in May this year, Xunyi County, deep in the Qinling Mountains, offered love to mountain elementary schools.
Since its establishment, major league brands have been active. On August 19, I love the league's first wave of promotional activities to launch a full-scale attack on the market. The iconic Anderson, Anwar bathroom, European wardrobe cabinets, Germany Marburg wallpapers, crown cattle doors, Bode ceramics, Ai Yi Ruisi, Nanyang Dick eight brands have spread out in the major stores. Even the Huizhong Alliance, which had just started its press conference on August 9, has quickly set up a unified planning department and began intense preparations for the league activity in early September.
In fact, the Home Alliance is not a new game. The earliest in the country, the most intensively advertised, and the most professional, belong to the "Champion League." However, unlike the "Champion League" led by the manufacturers of the characteristics of the recent emergence of the Union brand in Xi'an by the dealer spontaneously. “This year, the market is relatively cold, and dealers have a common hug demand, and can quickly reach agreement on alliance activities and services within a small area. Unlike the alliances launched by manufacturers, the flexibility is low, and the form of alliances under pressure is also easy to implement. Faced with obstacles at the level." As a member of the "Championship League," Zhang Wei, general manager of European wardrobe cabinets said.
Ensemble warmth
The market is off-season and seeks "curve passing"
After the integration, the alliance brand can achieve all-round sharing of customer resources, financial resources and channel resources. "When we first started setting up high-end alliances, the first real issue we considered was whether we could get together to warm up. We must first consider whether these seven companies have common customer demands and a perfect after-sales service system. We hope that through outstanding designers, Pass the concept of high-end brand life to high-end customers.†Zhao Junhui, general manager of bees tile, believes.
Among these alliances, it is worth mentioning that Suning Appliance has introduced Suning Appliance to carry out the "clustering." It achieves a more mature pan-home shopping platform through one-stop cross-border. Similar to its positioning, I love the Alliance is also committed to providing consumers with better prices and services. Zhang Jian told reporters: “In fact, when we first started the alliance, the name we started from was the league of leaders. Everyone thought that the name was a bit like self-positioning and did not fully consider the interests of consumers. Later, after discussion, it was changed into I love the alliance more closely to the public."
Forecast
Major leagues will lead the competitive landscape
As the market has been sluggish this year, many people have defined the emergence of the coalition as "It's cold days. Let's get warm together!" If the market improves, will there be a situation of "every time must be divided?" There must be inextricable connections among them, but if the alliance is simply attributed to the good or bad of the market, it is a bit lopsided.
“The reason why home brands favor cross-border integration is that the single product operating profit space is getting thinner and thinner, and the alliance brands can share the protection against risks.†Liu Feng, general manager of Shi Jie and Yijia, stated: “Since it is planned to set up Union, that will inevitably have to be done in the long term. We are not looking at the alliance to make money, and then we will extend the reach of more brand services to millions of households."
The term "long-term development" has frequently been raised by the traders of the major leagues. It has been enlisted as a "spiritual law" for accumulating power. If the coalition effect continues to ferment, then small brands that do not have the strength to join the alliance will find it difficult to establish a foothold and eventually be eliminated by the market. From this perspective, alliance brands that have sprung up after the rain may create a “collective†competition pattern dominated by major brand alliances. Reporter Zhang Li
Reporter observation:
Working together to release positive energy is the key
How to maintain the unity of alliance and brand independence is a major problem faced by the alliance brand. "I am not optimistic about building materials brand alliance, how to divide the profit? How to spread the cost? How to restrain?" Xi'an, a well-known home improvement company owner from the actual focus, sharply pointed out the crux of the alliance. A store marketing manager stated that the resources within the alliance brand are also prone to inequality. "The same is a furniture brand within the alliance. If one of the customer resources enjoyed by the alliance is far greater than the other, how is the balance? The characteristics of their respective products are different, and the consumer groups are different. It is not impossible to create such problems."
The coalition formed spontaneously, because good interpersonal relationship with the brand has come together, how to ensure that it will not evolve into a variety of "truss" or "crash"? For these questions, almost all major league brands did not give positive answers. An example worth learning is that under the Champions League, there are retail commissions, engineering committees, and designers' committees, which provide professional management and promotion for different channels to maximize their advantages. From the current point of view, whether or not a coalition brand can achieve the goal of “friends walking together for a lifetime†is still an issue of good fortune, but the positive energy released by the coalition brand can not be underestimated. Moreover, the persistence and success of these alliances in the growth process have become a major source of confidence in the market.
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