Crisis allows consumers to "passionate" Goldlion men's "disappearance"

What is strategy? The strategy is to look at, plan, and grasp problems in the overall long-term. Brand strategy management includes a lot of content, but in China, brand extension, brand growth, and brand authorization are the three most vulnerable to serious problems.

A, Goldlion

Once upon a time, the "Goldlion-Man's World" has caused many Chinese men and women to be tempted. Over the years, Goldlion has grown into a first-class, high-end menswear brand in Mainland China, a symbol of successful people and a preferred product for many men.

But is the golden brother who is brilliant for a while now? Almost nowhere. For example, in Shanghai, among the major department stores and franchised stores, there is no such dock for Hong Kong's big brother. Why is success so brilliant, why is it so stumped today and defeated? !

B. Valentino

Once upon a time, when we talk about the Valentino, the famous Italian high-end brand with the “V” logo, we can't help but feel awe-inspiring and raise a sense of luxury and aristocracy. I remember that in the mid-1990s, Valentino occupied almost the top garment market in the Chinese market.

But what about this gentleman Hua Ge? Contrary to Jinxilai Jinlilai Brothers, the Chinese brothers are now in China. The V-shaped product stores have opened all over the country, and I myself have been in Hong Kong and Shanghai many times in special stalls and specialty stores. Buy many Hua Ge products. But what is this product? Suit 400 yuan a set, shirt 50-100 yuan one! In China, it is men, in cities and even some villages, I am afraid that everyone has one or two Hua Ge products. The nobility of that year has now become a brother of the working class working class.

In China, the protagonists of similar brand tragedies, especially in many old and new industries, such as household appliances, medicines and health care products, etc., have many tragedies that will be staged every day and will continue to be staged vigorously, and will be limited in time. The reason why the tragedy happened again and again is not "fateful" force majeure, but rooted in the lack of strategic management of these companies.

First, the brand extension

There are countless examples of brand extension errors. The famous brand Hengyuanxiang is one of them. Heng Yuanxiang has risen from wool in the late 1990s and has been known throughout the country for a time, and it is still being used as a tribute to success. However, in view of many of our brand management experts, the unrestricted product line extension has irrevocably diluted “Hengyuanxiang Yarn,” which is a “100% concentration of alcohol”, into the “water of the sea” of numerous Hengyuanxiang products. It is short-lived today. The glory is the birthplace of dim and dim tomorrow.

When many irrelevant products or products with too little relevance are all affixed with the Hengyuanxiang trademark, imagine that consumers will not recognize you and look for you as before. Can Hengyuan Xiang still not be able to maintain your original brand characteristics and professional appeal? ! Blindly or overextended, you can really get huge scale and instant interest. But tomorrow? Tomorrow may be "sad and hurt forever" --- young geniuses have become ordinary people, and they have no magical charm. Many companies, despite their own products and brand personality and characteristics, are eagerly pursuing rapid growth and overall economic scale. They are greedy for more and more, and lack long-term strategic planning for the brand.

Second, brand growth

The failure of Goldlion is the biggest case of brand growth. At first, why was Big Brother Lilyra, who was a big man in the middle of the day, smiling at the rivers and lakes, now a famous and overwhelming younger brother? The fundamental reason is that success has come too fast too quickly. Enterprises have lost their vigilance on the development of the situation, exhibited severe "polio syndrome" and lost the sensitivity to changes in the Chinese men's market.

When the motherland’s land has been vigorously developed in 1978 or 1985, the living standards and spending power of the urban people have been greatly improved, and people’s consumption concepts and habits have undergone “moving up” changes. The Goldlion brothers themselves have been standing still. It is still the price, the quality, and the image. Due to the unfortunate brand incident, Jinlilai gradually narrowed the gap with the needs of its target consumer groups and the business became worse and worse. Finally, one day, consumers “passionate” and Jinlilai had to “lose her love”. It was abandoned by "lovers" who were once enthusiastic.

Recently, I have read some of P & G's data and found many valuable things. In addition, many companies in China are far behind their awareness and efforts in market research. There is no comprehensive insight and understanding of consumer demand, but also talk about what to do “long-term couples” and long-term business? However, consumers and the market are not static. Brands need to grow, and they need to make appropriate corrections according to market changes. In a word, er, we must "advance with the times"! Consumers and markets cannot enter or enter enough of you. You can only be abandoned by the times. Look at the brand strategy of the two music (Delicious, Pepsi). How do they make an old product and brand stay young and always new!

Third, brand authorization

Brand licensing is a big issue for foreign brands entering the Chinese market. Joint ventures, improper licensing of brands, or poor management have caused tremendous harm to many European and American brands that have entered China. The aforementioned Valentino is a typical one. American brand BOSS, POLO, also have similar problems to varying degrees.

The problem lies mainly in three aspects. The first is that brand licensing is too much and too indiscriminate, but Chinese companies at least have really got the brand's authorization and paid a certain price; only the quality, service and image are not satisfactory, it hurts the brand, but it is not fatal.

The second is the joint venture brand. The problem is larger. The joint venture brand is in fact the wrong brand extension. The brand that was originally positioned in the high-end or super-grade (for the Chinese market) will be reduced to the mid-range or even low-end brand, plus the joint venture. Brand management is not rigorous, which will inevitably belittle the value of the original brand, weaken the original high-end brand positioning, is not conducive to the development of the brand in the Chinese market. This is also a short-term commercial interest in selling the long-term benefits of the brand.

The third is a joint venture company or other people fake brand. This damage is fatal. For example, Valentino, just in Shanghai, I would see “Valentino” and other counterfeiting stores, BOSS is also the case, the first look at the trademark is BOSS, then look carefully before and after the discovery of BOSS there are other letters, asked the salesperson, said "It is BOSS. We are a joint venture."

For many brands, brand licensing is necessary and correct, but brand licensing has a problem of risk control and authorization management. All these problems are handled improperly, and they will all become chronic self-destructive acts of self-destruction against the Great Wall. Proper handling of brand licensing and other brand management issues requires brand companies to have a clear and clear brand management strategy. Only by establishing a brand management strategy that takes into account both long-term and short-term interests, can companies avoid arbitrariness and short-sightedness when it comes to brand management, cultivate, maintain and accumulate brand equity consistently and rigorously and practically, and ultimately create business and customer satisfaction. Biggest brand value and benefits.