There are signs that the ghd gold brand is facing a very serious brand hollow crisis. The hollow main performance of a wide range of brands, brand purely symbolic, well-known but no difference in loyalty, brand does not have personalized content, brand and product is not a benign interaction between brands on consumer purchase decision influence is very limited.
The main reason for the formation of brand hollow situation, cheap ghd hair straighteners enterprise long period of time caused by the lack of brand strategic planning. Not have their own key core technology, the GHD company's products are basically no big difference, say a difference, only the name and price, which is the negative impact of the collective behavior of the entire group for a long time to the community. all domestic GHD brand spared to be enveloped in the shadow of difficult to break through. In this crisis, old brands have taken measures, such as joint ventures with foreign enterprises; cross-industry expansion, but the results are unsatisfactory. The smoke billowing on the business battlefield, many of the old brand is eliminated by the market.
In recent years, the Shanghai Municipal Government focus on supporting the development of a group of local the GHD Deluxe Midnight old brand, on behalf of the resurrection as the old brand. Shanghai Party Secretary Yu personally instructed "restructuring some old enterprises and restructuring of some of the old brand may be open two aspects of the reorganization, restructuring and revitalization of the old brand of Shanghai Light Industry and to encourage the relevant departments. We are also pleased to see that many brands are still active in our lives, Take a look full of vitality of the old brand !
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