Home building materials brand alliance five-chemical type of operation

One, the development of branding

1, branded business

Home Brand Alliance? The biggest driving force comes from? Marketing elements integration? The home furnishing industry itself has a decentralized, centrifugal, and? Brand alliance? Mainly consumer-oriented operations, home consumers are its main customers, home consumption has long since entered the ? Branding management era? The brand alliance is mainly consumer-oriented, and the home furnishing consumers are its main customers. Champion alliance? Is a typical example, branding is an important basis for its survival and rapid development.

1)Establish? Brand Union? The business philosophy, select the same grade, the same level, the same idea of the brand **** with the participation of the operation, ? Door-to-door, joint victory? 2) Carry out? Integrated brand communication? The most direct goal of the brand alliance is to promote sales, enhance sales is the most direct goal, and the brand unified external, pace a consistent, branded communication is extremely necessary to branded communication to win the trust of consumers, to jointly promote the realization of the big breakthrough.

2, convergent development

brand alliance? After all, it is an organization, not a loose federation, the rapid development of the organization needs to have a number of core enterprises, core brands to lead, set up benchmarks, elected leaders, innovation and organizational operations have become? Home brand alliance? Development of important initiatives.

1) set up benchmarks, such benchmarks must be well-known enterprises in the industry, well-known enterprises in the region, emerging fast-growing enterprises, traditional culture-based enterprises, with high regional influence, high industry influence, high brand appeal, its brand, products, channels, terminals, concepts, cultures, etc. are outstanding, the best of the best, the strongest of the selected, ? Benchmarking Aims to select benchmark brands for the organization, set up organizational models, and promote the "synergistic development". Synergistic development?

2)Push the leader, suitable for benchmarking enterprises may not be suitable for the leader, the benchmarking requirements is the strength, and the leader should not only have strong strength, but also have a new business philosophy, forward-looking industry development of the overall situation, a good leader can greatly promote the? Brand alliance? The development of the brand alliance;

3) innovation of the organization's operation, not suitable for, do not participate in, against the organization members of the timely elimination of restructuring, not active, slow response to the members of the organization should be actively guided to the new to bring the old, fast and slow, mutual help can be a great success.

Two, the standardization of chemical operation

1, the standardization of the establishment

Champion Alliance? Is the home brand alliance of senior organizational forms, but also home brand alliance operation of one of the models, its biggest feature lies in ? Formalization, standardization, establishment operation? The most important feature is the formalization, standardization, establishment type operation. Independent legal personality? and has a proven business model, and? Organizationalization is one of the key initiatives for its rapid growth. For brand alliance to develop continuously and grow rapidly, it also needs to promote? Standardized operation? , improve the establishment, standardized operation.

1) the main body of the alliance operation is relatively stable, regardless of the brand alliance initiator is a home agent, is a home business, or a third-party investment institutions, the main body of its investment, the main body of the operation needs to remain relatively stable, so as to ensure the relative stability of the policy, the alliance operation in order to have a standardized space;

2) to promote the standardization of the alliance organization and operation, the development of a relatively clear household Category integration strategy, annual promotional activities plan, brand absorption plan, etc., to clarify the corresponding departmental division, job responsibilities, process definition, personnel performance, compensation mechanism, incentive law, etc., so that the department has its own responsibilities, each in its place, each suitable for its talent, standardization can bring the alliance to the organization of the efficient operation of the organization.

2, hierarchical operation

Brand alliances vary in size, there are a few companies to form, there are also a number of first-tier brands + a large number of second-tier brands. A number of first-tier brands + a large number of second-tier brands? Composed of alliance members of different strengths, different scales, the level of its operation will also vary; in order to promote the efficient operation of the organization, the household brand alliance organization it is necessary to promote the hierarchy, distinguish between the core layer, the intermediate layer and peripheral layer of differentiated operation.

1)Vigorously foster the core layer of home furnishing enterprises, play its radiation-driven role to the first-tier brand's strategic new products to lead the way, the introduction of product purchase packages, promotional packages, etc., home furnishing products, efficient combinations to play to the maximum value;

2)Continuously consolidate the intermediate layer of home furnishing enterprises, the output of advanced brand management mode, channel management methods, marketing and promotion skills, terminal enhancement Wonderful method, enhance its market operation strength, optimize the profit output of the middle layer of enterprises;

3)Demonstration of the peripheral layer of home furnishing enterprises, driven by the obvious products of first-tier brands, driven by the image of the class terminals, driven by a strong guide to combat, driven by first-tier brands with second-tier brands, alliance members of the combination of strikes.

Three, the members of the synergistic

1, grouped operation

The brand alliance is more than one brand enterprise? Collective operation? The result of multi-brand participation, multi-brand operation is? Home brand alliance? Typical characteristics, but also its need to focus on, focus on regulating the key. To maintain? Brand alliance? sustained vitality, the need for? Brand alliance organization? According to the different positioning of the home furnishing brand, different grades, different star categories, different cooperation motives, etc. Differentiation, optimization and grading, not only to play the synergistic role of the organization, but also give full play to the core advantages of the excellent brand.

1)Take ? Home consumption demand? to lead the brand segregation, the existing brand alliance organization can be brand definition, product definition, consumer population definition, similar, similar, similar home furnishing brands can be regarded as ? Home brand group? The brand definition, product definition, and consumer population definition can be carried out for the existing brand alliance organization. Home brand alliance organization? Within the division of a number of? Home brand group? Home brand group? Effective combination, to provide effective? overall home solutions?

2)Promote the effective combination of home brand groups to provide effective total home solutions, and strengthen the efficient synergy among brands.

2, multi-member synergy

Home Brand Alliance? The biggest advantage lies in the diversity of brands and crowd diversification, brand diversity provides more products to choose from, brand connotations for screening, convenient terminals for shopping, and crowd diversification so that the alliance brands can find their own positioning, effective synergies, multi-members to bring the? Multi-brand synergy The multi-brand synergy brought by multiple members can greatly promote the brand alliance. Brand alliance The rapid development of the brand alliance.

1) members of the concept of synergy, the brand positioning is quite similar, similar business philosophy, the development of the same concept of the brand for the organic combination, to ensure that the implementation of the concept of landing;

2) brand experience synergy, the brand positioning is different, the brand style is naturally different, the consumer demand is varied, multi-brand effective synergy so that the consumer's experience to get a great deal to meet the end of the terminals here! If you are not happy with the terminal, you can change it, and if the terminal is not good, you can go to it. Consumers can choose from a wider range of options, and the terminal experience is more diversified, which will greatly increase the chance of a successful transaction.

Four, complementary resources

1, channel resources *** with

Home brand alliance has a wide range of development space, from its product variety, terminal intuitive, affordable, collection of convenient purchase, etc., a great wealth of channel resources is one of its competitive advantages, whether it is a cooperative type of terminals, or directly operated terminals, channel resources **** use is ? Home furnishing brand alliance? An important part of the development and growth, and the partition of the channel treatment, hierarchical treatment is an important initiative of the brand alliance to do more quickly.

1) vigorously develop? Union directly-managed stores? Such terminals can be new, can be upgraded from the transformation of the brand, can also be acquired by the alliance, the value of which lies in the establishment of the alliance's brand image, so that consumers can personally feel? Home furnishing brand alliance? The brand characteristics, consumer experience, what you see is what you get;

2)Foster? Union joint venture store? Long-term joint venture cooperation? The company can also directly cooperate with the benchmark terminals in the region in the form of long-term joint venture, and promote the channel resources. Wide **** use? to maximize the value of the channel.

2, customer resource sharing

Building materials and home furnishing enterprise's biggest resource is? Long-term accumulation of customer resources? Alliance members? There are some customers are *** through, or the same target consumer groups, or similar customer groups, sales to enhance the unity of purpose, the market to seize the same goal of the brand alliance members gathered together,? Maximize the sharing of customer resources? It will become? Home furnishing brand alliance? The organization's rapid growth of the key initiatives, and strengthen the contribution of general-purpose customers, enhance the participation of opinion leaders is to promote? The most important thing is to maximize the sharing of customer resources. The most important thing is to maximize the sharing of customer resources.

1) Strengthen the contribution of general-purpose customers. General class of customers mainly refers to ordinary home consumers, mostly a renovation, the second renovation to improve the person, which is one of the home furnishing market huge consumer base population, but also the majority of home furnishing brand sales of the largest source of the place, through the price of the promotion of great strength, continuous service provision, multi-brand joint purchase experience to enhance such customers on the? Brand alliance organization? The sense of trust, in order to enhance the alliance members of the actual sales;

2) enhance the participation of opinion leaders, designers, community spokespersons and other important home consumer opinion leaders, you can organize high-profile consumer symposiums, you can provide high discounts on the trial products, you can provide a large rebate discounts can be held brand associations to humane care to enhance the sense of closeness to the brand, in order to cultivate its brand loyalty to the generous benefits Cultivate its brand loyalty.

3, category resources complementary

Diversified products, diverse styles are ? household brand alliance? s one of the competitive advantages, diversified products can be one-stop sales, can carry out home products? Cross-selling? The company can provide the same home consumers with a variety of products, a variety of combinations and a variety of products. Multiple products, multiple combinations, multiple solutions? , can provide a variety of grades, a variety of styles, a variety of materials, a variety of collocation and other diversified choices, category resources complementary to the brand alliance can go faster, go farther.

Five, chemical bearing materialization

1, terminal entity bearing experience

Home brand alliance? Is a common household products joint promotions, joint discount sales of advanced forms, its relatively fixed brand members, relatively high specifications of the combination of relatively high quality assurance so that consumer trust is greatly enhanced, changing the original simple joint low-priced impact, lack of after-sales service and other drawbacks to promote the operation of the home furnishing brand of the new development of the huge? Terminal entity? Is its rapid development of effective support, to provide visible terminal experience, high-quality interactive communication, multi-brand linkage sales is the important role of the terminal entity, but also its better business value.

1)Provide visible terminal experience, brand alliance is an invisible ? Brand reputation guarantee? and the terminal experience will? The brand alliance is a kind of invisible brand reputation guarantee. The promise of the implementation of the ground, so that consumers in the terminal personal experience, see with their own eyes, materialized consumer awareness, can be said to be a lot of good;

2) to provide high-quality interactive communication, the terminal to provide is a place to trade home furnishing products, but also to provide interactive communication opportunities, interactive communication to make the brand more trustworthy;

3) Multi-brand linkage sales to more diversified brands for consumers to choose from, to more diverse

3) Multi-brand linked sales, with more diversified brands for consumers to choose from, with more diverse products for consumers to select, linked sales, the transaction has a greater chance of success.