Galanz plans to push the second brand

Yesterday (May 4th), the reporter learned from a source close to Galanz that Galanz plans to launch a new brand in mid-May. The brand will be used in Galanz's air conditioners, refrigerators and washing machines, and sales channels will be electronic. Business-oriented, positioning in the younger and personalized.

Galanz air-conditioning domestic marketing director Gan Jianguo confirmed the above news to reporters. He said that the new brand trademark has been registered and it is not yet convenient to disclose the name. In addition, in the initial stage of the new brand establishment, it will work with the “Glanz” brand to carry out dual brand operation. After a period of operation, it will develop into an independent brand.

The reporter learned from another Galanz executive that the new brand is an Internet exclusive brand. The source said that the brand is faced with an active online shopping group, brand characteristics will highlight the young and personalized.

The reporter noted that Galanz will continue to follow its previous "price-to-performance" strategy in pricing new branded products. Gan Jianguo even described the upcoming product with “extremely cost-effective”.

Hung Shibin, executive chairman of the China Home Appliances Commercial Association Marketing Committee, believes that it is a general trend for home appliance companies to establish new brands. To establish a new brand, we can first avoid some risks. "For example, you can avoid risks in brand reputation. If you use the same brand in the face of different consumer groups, you may easily create a situation where you don't like four things."

Second, establishing a new brand can also reduce the risk of product overlap. Hong Shibin said that, for example, the current widespread online and offline conflicts.

In addition, Hong Shibin believes that in the face of the surging tide of the Internet, companies must also make changes. "In the future, Internetization will become the core of all home appliance companies."

The reporter noted that in the past two years, both white power companies and black power companies have been challenged by the Internet industry. The rise of e-commerce channels, such as the attacks of Internet brands such as LeTV and Xiaomi, and the rise of e-commerce channels such as “Jingdong” and “E-Commerce” have profoundly changed the original ecology of the home appliance industry. In response to the new situation, home appliance companies have conducted many explorations in terms of products, technology, channels, and business models.

In 2013, Galanz even proposed the strategy of “Industrial E-Commerce”, which is intended to use its own advantages to assemble the relevant units of the industrial chain and put products, platforms, and people together to form a benign Internet industry and consumer ecosystem.