Acorn international: short-lived brand manufacturing machine

Keywords: Acorn international short-lived brand manufacturing machine brand brand building

Preface: winter comes, how far is the spring?

This is a "magic" of the company, with a high price with dozens of new features "magic" of products, in just three years to rocket into hyper-speed of 1000 people, annual revenue of more than 10 billion yuan of Star TV direct sales companies.

The media called "from a simple TV shopping company into a hot cross-media marketing platform," and "is likely to become a grand, Baidu after next NASDAQ's Chinese Star".

But this company has very few media interviews, for their business model is also talking about it, the name of the company for Acorn international what dispossessed?

Acorn international business products: learn the best practice is the 1990s products

SD-type business model

"Our leaders are not at home, nothing can say".

By the end of June, journalist call Acorn International Beijing company, PR Miss Hu said that Acorn international project that is separate from the operation, press any questions that have to wait until the person abroad relevant leaders back.

Journalists call Acorn international fame Shanghai company, Shanghai company a is responsible for the legal staff indicates that your company corporate headquarters in Shanghai or Beijing are not clear, and that Acorn international dozens of items are separate actions, she will not understand the situation.

"Independent operation, centralized distribution", a place once in Acorn International is responsible for "aiputaike" project staff revealed that, in order to prevent risk to the individual product's impact on the company's overall, Acorn International has been very little in public the Acorn brand and its products, "so even if a project died, companies only need to find another similar project in place can continue to survive."

This is similar to the vessels have multiple independent "waterproof cartridge" company structure, and it is resistant to company a child consumer brands lose trust and affected the company's overall business.

It is understood that the end of last century, Chinese television shopping industry once more because product quality problem, consumers generally lose trust and fell into a slump, TV direct sales industry revenue also shrank from $ 20 billion to $ 4 billion.

Approximately in 2000, has been in HACI exercise TV direct sales of Hu Yu Jun ren Acorn International CEO, "Acorn pattern" start gradually forming.

Allegedly, Acorn international in operation on the absorption of past TV direct sales of some of the lessons learned.