Shanghai Old Brand Resurrection

Like other things, Brand also has the life cycle of producing, growing, prosperous and even recession. Weak old brand withdraw from the market continuously may be replaced by a better new brand. Shanghai was the capital of brand in China, whose the old brands withdraw from market constantly, but many times, These brands are still entailing the value of assets and the core of loyal consumers. Old Shanghai's brand how to break through and revive?the article discusses and analysis the road to grow of Shuanglu who is the oldest refrigerator brand not only in Shanghai but also in china, And the author Propose the revival Road of old Shanghai's brand in the wide meaning-Activating the "heavy" assets -liquidizing the "dead" market-Reviving the "old" brand.For nearly three or four years, the former of the famous Shanghai old deer, in the refrigerator industry more and more clearly differentiated, also began to get more and more complex in the face of opposition to the mood. Deer do, drive all, like huge undercurrent soundless and stirless with refrigerator industry whole foot. War story like a deer's specimens, Fudan University School of management, Lu Xiongwen argues," Shuanglu resurrection case, in the case of MBA can be called the classics."What's more, Shuanglu mode has a growing number of followers, a huge coordinate system is being formed.The deer for origin of coordinates and the example of Zhejiang, only Ningbo area has hundreds of small and medium-sized enterprises emerge refrigerator overnight, to be a trend which cannot be halted to product and covered with more than 2000 counties and tens of thousands of villages and towns in three or four levels of markets, the Chinese market of rural home appliance to be raging like a storm. This accounts for 70% of the market share of countrywide home appliance the vast, once all-powerful home appliance tycoons repeatedly sadly disappointed.But now is not the same. Deer driven shock waves, once the impact of refrigerator industry development, also lets the Chinese market the most mature, the most competitive of the refrigerator industry once again find another wave of development high tide, in the export trade and city market increasingly saturated, Shuanglu lead discovery and break out of an encirclement rural market began to be the last piece of home appliances and refrigerator virgin land,2007 December, the State Department of Commerce, Ministry of Finance jointly developed by the national" home appliances to the countryside" give aid to policy,2008 December, home appliances to the countryside policy of national industry under way at the same time, home appliance tycoons to start rural market.Shuanglu everything, implies this commercial society some important code. Shuanglu resurrected every side,is the mirror of the time.--this is the times portraiture, is also our thesis analysis starting point: 1, Chinese enterprises in the face of winter how from exports to domestic demand;2, some huge, even famous state-owned or collective enterprises idle assets, how to drain the premise is effective way to activate the light assets;3, the Shanghai old and famous brands or how old brand in the innovative business model of resurrection, and create sold mainstream enterprise by market forces.