Domestic hardware tools need to focus on branding

Judging from the classification features of hardware tools and the current industry competition situation, the current hardware tool industry brand competition is very unstable. In addition to Shida and Stanley occupying the leadership position in high-end brands, the brand rankings of other grades are still not Qing, this brings unlimited opportunities for latecomers.

Brand building occupies the industry's benchmark position Due to the low cost and fierce competition, most companies rely on reducing the price of their products to gain market access. As a result, corporate profits are very low, and they basically can only maintain production, but it is difficult to make money. The resulting consequences are low product prices, low added value, and low profits. Companies do not have sufficient funds to sustain development.

Domestic home hardware companies have more outward trends. At that time, although there were many internal enterprises in the industry and companies could not progress, it was difficult for the industry to improve, resulting in unsatisfactory quality and poor quality. At present, the hardware industry is gradually entering the consumer's field of vision from the invisible brand.

Low-price competition, imitation, and OEM production are limited to a certain historical stage. With the development of the industry and the upgrading of competition, the product technology content is increased, the company has independent patents and designs, and the emphasis on brand building and marketing is the long-term development of the company. The best choice.

The current domestic hardware tool industry brand competition is relatively volatile. Shida and Stanley still occupy the leading position of high-end brands in China. The other brands' rankings are unknown, which means that other brands still have unlimited opportunities.

To seize this brand's chaotic gap period, the speed of pushing into the top three brands has become the most worthwhile issue in the development of the next five years.

Brand Positioning Creating Differentiated Competitive Advantages First, companies are almost always using brands to operate, and will find differences between their respective grades and their major competitors as a starting point for corporate strategy.

However, many companies have tried to make such a mistake: the only difference is the product differentiation, rather than the brand differentiation. In addition to the price differences between brands, it is difficult to distinguish between brands.

The market will position the brand according to the price of the product, forming: low price is low, high price is high-grade brand impression, which hinders the implementation of brand marketing to a large extent. This is the core issue that has caused China's domestic hardware to be difficult to achieve high-end brands.

The brand includes the core value of the brand and the external performance. The difference between brands is to show the difference between brands through positioning.

According to industry insiders, the positioning of the brand is based on the needs of the target market and its own advantages.

For example, Stanley: World Tool Expert. Stan uses this slogan to highlight his position as a world tool expert. The brand's core value highlights the enterprise's 100-year strength and the company's expert identity has reached the division with its opponents.

In other words, it is necessary to identify the target market, compare it with competitors, find their own advantages, and combine market advantages to express one aspect of the customer's demand characteristics, and combine with the advantages of the company to form the brand core value.

Do a good job in channel construction Secondly, for how to adopt a channel model, each company should make a choice based on the characteristics of its own company.

Judging from the current market demand and channel characteristics, the adoption of the direct sales model by mid-to-high-end brands is unrealistic, and product lines and sales will directly determine the network model.

The current hardware tool market in China has a large demand for mid-range products. Basically, products can cover the second, third and fourth-tier markets. The adoption of the monopoly chain model will have the basis for market demand.

For Chinese domestic hardware brands, industry insiders suggest that if the product line is long enough, it can try to renovate the old dealership stores, shorten channels, expand distribution, and deepen marketing. Companies adopting the hierarchical agency model must strengthen the management of distributors, which is embodied in the management of terminal sales prices, the management of serial goods, the management of channel-based brand communication, and the management of market feedback information.

The health of channels and prices will directly affect the life and death of the company and its long-term development. Therefore, it is necessary to be cautious in the choice of channels, and the management of the channels needs to be refined.

Third, the implementation of the brand strategy, branding and communication for the Chinese hardware tool industry, we must first address the positioning problem. What has to be solved afterwards is the relationship between the corporate brand and the product. Whether this issue can be properly resolved relates to the successful implementation of the brand strategy.

Brand communication leads the development of the industry. In the field of hardware tools in China, the understanding of the role of the media by companies is deepening, but there is no concept of public relations.

Industry insiders believe that in the case of such a messy brand, ignoring the power of media and public relations will make it difficult to establish a unified brand image. We must make good use of the operation of public relations and media to accelerate the dissemination of the brand and quickly expand the brand awareness of the company.

In addition to regular reports, companies need to create news events and allow the media to report on their own initiative. The best is sensational. For example, in order to guarantee the quality of products, Haier destroyed many unqualified products, and the media reported that it expanded rapidly. Haier's brand awareness and reputation.

Such incidents also exist in the hardware industry, but they do not know how to spread it and how to use it properly. This will save a lot of costs for the brand's shaping and it can quickly pull away from the opponent.

In fact, the development of the Chinese hardware tool industry is very unregulated. If any company comes out and does something for the industry's specifications, it will become a leader in the development of the industry.

For example, a certain brand company takes the lead in formulating industry development norms or drafting industry developments, and dictates the development direction of the industry. Such actions can not only enhance the reputation of the corporate brand, but also have a public nature, which will make the company a leader in the industry. People, their influence will be very large.