Analysis Of Valentino'S Brand Confusion, Value Dilution, Remodeling And Difficulty

< p > > after ten years, < a href= "//www.sjfzxm.com/news/index_c.asp" > Anna Bella < /a > (Anna Bella) has stepped into the Chinese market, where she was once a honeymoon with her husband, Zhuo Ni Valentino (Govanni Valentino), but this time she came alone with her husband's last wish.

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< p > ten years, a market has changed dramatically. For example, the high-end market in China has completed the process from the eve of the brewing to the carnival, and then to the rational cooling process at the moment.

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< p > but none of this can change the fact that it was a nightmare for Anna and Giovani, the brand co founded by Valentino and Govanni Valentino.

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< p > facing all the streets and alleys, under the banner of "a href=" //www.sjfzxm.com/news/index_c.asp "Valentino < /a" and dozens of counterfeit brands, they will be working hard in China for seven years. Giovani Valentinola, who has positioned high-end, has entered a cheap cheap mire.

In 2003, Anna and her husband fled China with the brand.

Solemn and helpless this scene, let Giovani always grudge, until he died.

Of course, returning to the Chinese market has become his last wish.

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< p > in China, there are no fewer than more than 150 trademarks with the name "Valentino". At that time, whether in Yiwu wholesale market, Beijing Xiushui Street or Shanghai Xiangyang Road, Valentino was being sold arbitrarily and sold out.

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< p > despite the rush to escape from zhuovanni Valentino, the other two brands of Zheng Miao Hong also lost the opportunity of China's gold market because of the flood of "Valentino".

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In the history of the development of international brands, there are many such cases, and the "crocodiles", "Fox" and "Cardan" everywhere are seen in the history of the development of international brands. "P"

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< p > < strong > brand "Three Kingdoms" hidden danger < /strong > < /p >

< p > in Li Gui's most popular early twentieth Century, he only mentioned "Valentino". The Chinese consumer's mind is full of cheap images of "banners" and "one shirt 49 yuan" banner.

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< p > Where is the real body of Valentino? < /p >

< p > in the face of the harm brought by a large number of "a href=" //www.sjfzxm.com/news/index_c.asp "Shanzhai brand < /a", the Zhuo van Valentino, which was first mentioned, was withdrawn from the Chinese market in 2003.

In April 2004, Valentino, a luxury clothing brand, made a clarification in China: "Valentino has never used Valentino as the name of China, nor has it been sold in China."

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Less than 5 months after P, another person named Valentino held the "world famous brand Valentino brand conference" in the Great Hall of the people, aiming at clarifying the true Valentino brand.

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< p > how many real bodies are there in Valentino? In fact, it is the brand's own extension and control of the "Valentino" trademark that leads to its overdraft and finally hidden trouble for the brand chaos.

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Anna P said in an interview with reporters that the origin of Valentino brand was somewhat helpless.

In 1908, Giovani, the grandfather of his husband, founded the brand of Valentino (Valentino) with his family name.

In 1952, the second generation of the family, Giovani's father Mario Mario, registered the trademark "Valentino" in Italy. In 1952, the family name of Valentino was registered.

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< p > Mario's dedication to the footwear industry made the family brand rapidly add value and reached its peak in 1985. In that year, Mario received the special achievement award from the president of Italy on behalf of his family and won the medal of the cross knights, the highest honor of the country.

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< p > however, under the great achievement, the neglect of maintaining brand intellectual property makes the whole family regret.

In 1962, Valentino Garavani, a famous designer in Italy, founded the "Valentino" women's clothing brand in Holland under her own name. After that, she became famous in Europe and stationed in Italy, becoming the leading luxury brand in the country in one fell swoop, Valentino Garavan.

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After a series of contradictions, Garavani finally reached an agreement in 1978. The Valentino family and the two sides of the Garavani side will take the "divide and conquer" policy. The former has the right to use the "Valentino" trademark on leather goods and footwear, and the latter can only use the trademark "Valentino" on clothing.

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< p > but things have not been calm.

With the continuation of the Valentino family, to the third generation of Giovani and his brother, the family wanted to develop more commercialized and popular products. In order to expand all the costumes, Giovani not only limited to leather shoes, but also named Giovani Giovani brand on the basis of his family name. Although there was no longer any category restrictions, he must be crowned with a full name.

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< p > < strong > remodeling is a difficult problem < /strong > < /p >

At P, Valentino's "Romance of the Three Kingdoms" formed a hidden danger for the subsequent brand chaos.

As Yang Xilun, chief architect of CEO Brand Management Co., Ltd., in an interview with our newspaper reporter, analyzed: "the two use of the brand intangible assets and the appropriate multiplication can add value, but the continuation and improper control will lead to internal friction."

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< p > facts have proved that no matter whether the segmentation of brand assets or the diversion of terminal channels, the Valentino family and Garavani designers have not taken effective management. The three party's own camp not only confuses the cognition of market consumers, but when the brand is being maintained, the parties are relatively slack and evasive.

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< p > industry insiders told reporters that because Valentino was a trademark owned by many people, it was not a one to one relationship that led to its failure to register in China. Finally, a large number of counterfeiters went through the loopholes.

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< p > with the diversion of terminal channels in the Chinese market, numerous large and small distributors, dealers and counterfeit brands have flooded the entire market, which is dazzling, true and false.

The three party has also paid the price, that is, missed the golden opportunity of China's high-end market in recent years, no matter which side now can not produce "beautiful fruit" in the Chinese market, let alone the confusion of the remaining minds in the minds of consumers.

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< p > recall the past failure experience in the Chinese market. Anna summed it up as follows: for the brand concept and development, there is no consensus with previous Chinese partners, and the other is the imperfect market protection for trademarks and patents.

Anna avoided talking about the management of brands within the family.

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< p > ten years later, in view of the past withdrawal experience, Anna said that no confidence of one hundred points will not take this step.

After looking for many partners in the early days, he married Zhejiang Bang Cheng Garments Co., Ltd. (hereinafter referred to as "Zhejiang Bang Cheng") and was fully responsible for the operation of zhuovanni Valentino in the Chinese market, which gave Anna the bottom line.

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Jiang Zhiyong, chairman of Bong Cheng international, told reporters that plans have been made to open 150 men's clothing stores in the autumn and winter of 2014 for zhuovanni Valentino in the whole country. P

While dealers were watching Bong Cheng International's preheating big show for the brand a year earlier, they sighed on the spot: "no ten million of this show is sure to fail."

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< p > finding Anna, a partner who has rich channels and strong financial strength, has seen hope, but all parties concerned have shown some concern.

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< p > "early consumer impressions have been formed, and they have missed opportunities for development in the Chinese market. Now the competition in China's high-end market is very intense. Unless the reunified planning of the whole brand is made, it is very difficult to have development potential."

"Brand value has been diluted and desalinated. It is really hard to reinvent the brand and rebuild the high-end image so that the target consumer can get the value from the brand."

These are all their concerns.

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< p > "Chinese consumers are more mature and rational. This is a turning point, but brands should form their own three parts in design, channels and purchasers, and express their voice and image clearly."

Yang Xilun suggested.

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