战略短视摇摆品牌根基.doc

战略短视摇摆品牌根基凡客诚品的大起大落给商业界上了生动的一课。曾经大红大紫的凡客诚品面临着裁员、钱荒、转型失利等诸多难题，而其中任何一个问题都异常棘手。一直以来，凡客诚品的成长与发展是快品牌建设的一个典型样本。借助于新兴网络力量，凡客诚品的凡客体、草根等形象标签为品牌的快速塑造赢得了巨量的口碑效应。并由此获得了资本市场的青睐，不断赢得投资机构的资金注入。钱多了有时未必是好事。对不少中国品牌来说，或许因为面临资本的压力，或许就是自身扩张的冲动，品牌定位出现摇摆和迷失。正如凡客诚品宣布从自主品牌开始向平台商转型，期待借助凡客诚品的品牌知名度，从单品进入品类，实现品牌升级。此前，低价而良好的消费体验和成功的渠道营销，是凡客成功的关键。而前者正是依靠垂直供应链，使其能够整合上下游，打造自有品牌，并取得较高毛利。但去年开始，凡客诚品却开始向平台化演进，大量引入第三方平台资源，联合了上千家第三方品牌统一在网上进行销售。然而这种演进却并不彻底，对于高毛利的自有品牌凡客不肯放手，品牌战略显得十分矛盾。事实证明，这次凡客诚品错了。资金有了，不代表能力到了。平台化虽然可以迅速扩大电商的“基数”，但也抹杀了特色，并非通用万能。对于跨品牌的平台战略，凡客诚品并没有足够的能力和人才储备。此种战略摇摆对此前“草根”、“亲民”的品牌形象是一种严重的伤害。凡客诚品还是以前那个凡客诚品吗？当消费者对品牌有了认识模糊，对企业，尤其是对消费品企业发展而言，是致命的。这也最终导致当前凡客诚品面临的种种困境。凡客诚品的商业故事只是我们知道的众多品牌成长的一个缩影。对于不少中国企业来说，面对不确定的市场环境和复杂的经济局势，快速成长、快速做大是一个无法摆脱的发展情结。这其中更多的表现的是一种机会主义倾向。面对情势变化，品牌战略总要让位于现实机会。不断出现的短视行为最终会让品牌处于危险境地。正如凡客诚品面临的危局一样。数据显示，凡客销售收入2010年的增长率已达400%，2011年的增长率也接近300%。不过，销售额呈300%增长的同时是净亏损超过600%的增长，其2011财年的亏损额高达4.86亿元。高增长，高亏损。从数据中不难发现，正是不断做大的冲动让凡客，以及类似凡客的品牌出现了路径迷失放弃过去赖以成长的品牌定位，不顾风险地选择品牌扩张。不过，希望的肥皂泡总是以破灭的形式给人们警示。品牌需要变革，但不断调整品牌定位绝不是我们所说的品牌转型与升级。这是对品牌不负责任，也是对消费者不负责任。面对诱惑，中国品牌需要克制冲动。面对扩张，中国品牌需要保持谨慎。Vancl the ups has a vivid lesson in the business world. Once performed vancl facing layoffs, losing money shortage, transformation, and many other problems, and any of these questions are particularly tricky.For a long time, vancl is quick to the growth and development of the brand construction of a typical samples. With the aid of the emerging network power, vancl of every object, grassroots image label for brand rapid mold won a huge amount of word of mouth effect. And thus won the favour of capital market, and constantly to win the money into investment institutions.Much money sometimes is not necessarily a good thing. For many Chinese brands, perhaps because of facing the pressure of the capital, may be its own expansion impulse, brand positioning wobbly and lost. As vancl announced that starting from the independent brands to the transformation of Taiwanese businessmen, looking forward to with the help of vancl brand awareness, from the item into the category, implement brand promotion.Previously, low price and good consumer experience and successful marketing channels, a mundane guest is the key to success. Which depend on the vertical supply chain, which can integrate the upstream and downstream, to build their own brands, and achieve higher gross margin.But last year, vancl has started to the evolution of platform, a lot of resources, the introduction of the third party platform combined with thousands of third-party unified brand for sale on the Internet. This evolution is not complete, however, for high gross margin of own brand that is not willing to let go, the brand strategy is very contradictory.It has been proved that vancl wrong this time. Money, do not represent ability. Platform while it is possible to rapidly enlarge the base of electricity, but also eliminated the characteristics, is not universal. For cross brand platform strategy, vancl is not enough ability and talent reserves. This strategic swing on the previous grassroots, populist brand image is a serious damage.Vancl or that vancl before? When consumers to the brand understanding fuzzy, to the enterprise, especially for consumer goods, enterprise development can be deadly. This also led to the current plight of vancl.Vancls business story is we know a microcosm of many brand growth. For many Chinese companies, in the face of uncertain market environment and complicated economic situation, the rapid growth, rapid do big is a cant get rid of the development of the complex. This is more of a chance. To face the situation changes, brand strategy must always give way to reality. 2380664.com Growing short-sighted behaviour will eventually could make brand name at risk. Vancl faced crisis. Data show that online sales revenue growth rate reached 400% in 2010, the growth rate of nearly 300% in 2011. 300% sales growth at the same time, however, is a net loss of more than 600% growth, the loss for the fiscal year 2011 up to 486 million yuan.High growth, high losses. From the data is not hard to find, is constantly do big impulse to make every guest, and the like that brand in the path of the lost - on which to abandon the past growth of brand positioning, regardless of the risk to choose the brand expansion. However, in the hope that the soap bubbles are always in the form of a burst warning to people.Brands need to change, but constantly adjust brand positioni