主副品牌營銷之經營策略~
以兩大內衣龍頭副品牌為例

摘要台灣的內衣品牌，知名的兩大集團A公司和B公司，經過50年的競爭，經營產生相當多的變化。前20年的內衣品牌都是單一品互相競爭，大家互相比較的，就是商品的創新及品牌的知名度；後30年的競爭，都是增加副品牌的市佔率。經營副品牌的思維，就是找出跟主品牌不同的定位；副品牌的經營是幫主品牌加分，而不是喧賓奪主。本研究關注的焦點，是內衣兩大集團副品牌的經營策略，透過百貨公司交易數字的消長，做為個案分析的基礎。從數字的佐證及零售三大要素的分析，本研究發現，副品牌經營可以幫主品牌產生主場優勢。綜整B公司經營副品牌成功的關鍵要素，有以下幾個要點： 1. 突破外成長空間–B公司副品牌近年來積極爭取很多新通路，如南港潤泰、高雄大魯閣提升品牌的知名度。新通路不要有傳統的經營模式，想創新又要有經營力，有B公司為後盾的最佳選擇陣容。 2. 減少供需落差–B公司副品牌強打主力為「真水」與「靠過來」兩大主力產品，兩大主力產品明確定位女性身形的大小需求，把女性身形分出「Y」、「S」、「I」、「O」、「A」，訴求簡單化，消費者選購商品更快速，也彌補B公司主品牌市場的缺口，創造新客源。 3. 降低營運成本–利用集團式組織拓展副品牌，可以降低品牌初期所需投入的相關成本。隸屬於同一集團品牌，可共用開發資源、內勤、物流以及廣告，由此集團品牌內擴展副品牌，較其他品牌獨立發展較有競爭優勢。 4. 銷售群組空間分布–在無副品牌獨立櫃之商場，將商品先歸入於主品牌內，以提早培養客層在路邊店以雙品牌Logo顯示，增加副品牌知名度。本研究主要的結論是，個案在經營副品牌角度上，善用內部資源創造副品牌價值，為主品牌增加知名度及市場佔有率；此重要發現可供其他內衣品牌經營副品牌的參考。

關鍵字

內衣

並列摘要

Abstract The most famous underwear brands in Tawian are B company and A company. Their business models already change a lot for competing over 50 years. B company and A company all provided underwear product with the same brand in the market 20 years ago. Consumers compare the innovation of products and the popularity of the brand. For the following 30 years, the brands change their business model to increase the market share by introducing sub-brands. The main concept of the sub-brand business model is trying to find the different definition from the main brand. The more successful sub brands in the market, the higher total market share will be. This research focuses on the sub-brand strategy of the B company and A company business model by collecting the department store sale amounts. According to the sale amount and the three major elements of retail sales analysis, the results of the research reveal that sub-brand management can help the main brands to enlarge the market share. This is why B company can success in the underwear market by creating the sub-brand. The crucial elements of the successful business model are as follows: 1. Increase the marketing channel–Lady’s recently tries to secure some new channel, such as Ruentex Nangang,Taroko Kaohsiung. Those new channels have their own business model to attract young consumers. Those new channel also want to have underwear full product, so B company is the new channel’s best choice. 2. Decrease the gap of the supply and demand–Lady’s promote main two products 「ZHEN-SHUI」and 「KAO-GUO-LAI」. Those two product has a obvious definition on the lady’s figure. It simply define lady’s figure as 5 type 「Y」,「S」,「I」,「O」,「A.」This series can help the consumer easier to find out the underwear she needed. This series also cover the shortage of the B company’s product, and create new market. 3. Decrease the operating cost–In the beginning, Lady’s can share the B company’s resource. Compare with indivisual brand, Lady’s can share B company’s research resource,transportation cost and advertising cost. The operating cost could be much lower than others. 4. Enlarge the visiable of the sub brand–B company group tries to adopt the Lady’s series in every store. It also tries to use the B company’s reputation to attract the buyer’s eyes on the Lady’s. The buyer can have the first impression on the Lady’s brand, and be family on this brand. Obviously, sub-brand can share the mother group’s resources and increase the market share. A famous sub brand also can promote the main brand.