Brand Extension: Specialization Or Broader?

Those who choose to take multi brand development are relatively more successful.

A total of four or five brands of domestic popular clothing brand group, covering men's wear, women's wear and children's clothing, is rare. Every development has scale and speed, and consumers have the highest recognition and reputation for all their brands.

Many can.

However, the new brand positioning is difficult to really implement. The development of scale seems to have bottlenecks. The essence is to concentrate on farming. But when the growth of the main brand is weak, opening up a new brand seems to be the most convenient way to quickly reverse the situation.

And there are more than ten brands of another brand of domestic popular clothing brand, which are more sub brands.

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Although many people sweat their unscrupulous brand expansion, the performance of the brand has increased 10 times in five or six years.

If we want to do it, we must do the first brand well, do well, and open second more.

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There is no doubt that a domestic fashion dress that insists on the development of a single brand.

They believe that as long as the brand is good, channels and suppliers will naturally take the initiative to keep up.

At present, the brand sales have nearly 2 billion, still maintain the two digit growth, also can be regarded as a big and small myth.

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According to Alibaba, a senior expert in the wireless business division, the wireless terminal customers are mainly young groups. The mobile terminal operation should focus on the fragmentation time of consumers. If businesses want to let users stay in shops, they will increase interest and interaction links, and improve the convenience of the whole process from browsing, selecting products to paying.

Hao Zizi said that the reason why the sales of Vero Moda wireless terminals increased rapidly was that customers were attracted by the exclusive price of mobile phones and special coupons, so as to cultivate users' shopping habits at the wireless terminals, so that they could enjoy the fun and convenience, and stroll around the wireless terminal.

Hao Zizi analysis data found that the number of visitors to wireless terminals at 7 pm increased considerably during the day.

Therefore, the VeroModa wireless terminal chooses two products from 7 to 11 p.m. to launch limited time spike activities as an important part of daily marketing.

In addition, the proportion of wireless terminal visitors in a week usually reaches a peak on Friday night, Saturday and Sunday. Therefore, VeroModa launched weekend discount shopping activities, setting up a mobile phone exclusive price for some products. "Night kill and weekend discount" played a great role in wireless terminal drainage, and promoted the promotion of single sales volume.

Hao Zizi said, for the PC side, the theme of the home page is not the key point. Sales promotion, discount information, latest shelves products, hot selling styles and boutique money are the most attractive customers.

The basic principle of PC home page planning is to make these contents concise, clear, and orderly.

At the wireless end, the user's usage scenario is usually fragmented. At the same time, due to the small size of the mobile phone pages, if the modularity presents a large number of product graphs, it will tend to be messy and broken.

Therefore, Vero Moda presents products on the wireless end with a high-quality theme recommendation.

First of all, identify themes from seasons, festivals, fashion trends, such as 2015 spring fashion street pads, VeroModa suit beauty diaries, 2015 most romantic lovers, etc. then, build two level landing pages, make fashion albums, product packaging, collocation shopping guides by designers and copywriters according to colors, styles, fabrics, and wearing scenes. For example, in the two page of the beauty diary theme of VeroModa suit, plan the queen of the workplace, Queen of the party, elegant women, love baby, afternoon time, relaxed street, picnic time and other different styles of matching, click the matching map can go directly to the corresponding baby details page.

"Wireless terminals can set their own themes, select products according to past sales experience, and build a shopping guide shelf with beautiful poster charts, making pages similar to fashion magazines."

In addition, Vero Moda wireless terminal is also innovating in the way of promotion.

For example, during the 8 / 28 fresh air campaign in 2014, VeroModa took part in the Tmall platform's show activities. On the big screen of the show, the real-time two-dimensional model of the commodity was pushed on the big screen of the model. Users can turn on the mobile phone Taobao at any time to scan the code and go directly to the product details page.

At the same time, VeroModa wireless terminal store homepage synchronous launch 8. 28 new style is still popular show topic, and build two level landing page, each show products have fashion editor's detailed interpretation and collocation.

Vero Moda also released detailed information about the new style of fashion show in the micro panning, and implanted the commodity two-dimensional code of the fashion show.

"This is to meet the needs of customers' communication and interaction. For example, when a customer looks at a show, he thinks that a particular look is good. He can directly recommend his friend to scan the code and enter the details page of the product, and then go shopping."

VeroModa is also launching a draft campaign at the wireless terminal. Combined with the sharing features of the mobile phone's terminal, the introduction of the sun screening poll will enable users to send the self portrait of Vero Moda clothing to the micro panning. The highest number of votes can be the spokesperson for VeroModa fashion. The top three votes will receive physical rewards such as fashion bags, perfume and so on.