Abstract According to the classification of the characteristics of hardware tools and competition to the current industry analysis, combined with the laws of the brand, currently China's hardware industry brand competition pattern is very unstable, and Stanley in addition to the world of high-end brands occupy a position of leadership, the Other grades of brand rankings are still...
According to the classification characteristics of hardware tools and the current competition of the industry, combined with the rules of the brand, the current pattern of brand competition in China's hardware tools industry is very unstable, except for Shida and Stanley, where the middle and high-end brands occupy the leadership position. The ranking of the brand is still unclear, which brings unlimited opportunities to the latecomers. Brand building seizes industry benchmark position
Due to low cost and fierce competition, most companies rely on lowering product prices to gain access to the market. As a result, corporate profits are very low, basically only to achieve production, but it is difficult to make money. The consequences are low product prices, low added value, low profits, and the company does not have sufficient funds to continue to develop.
The trend of domestic home hardware companies' outward development is more obvious. At that time, although there were many internal enterprises in the industry, the enterprises could not improve, and the industry would be difficult to upgrade, resulting in superiority and inferiority. At present, the hardware industry is gradually entering the consumer's field of vision from invisible brands.
Low-price competition, imitation, and OEM production are limited to a certain historical stage. With the development of industry and the upgrading of competition, improving the technical content of products, having independent patents and designs, focusing on brand building and marketing is the long-term development of enterprises. The best choice.
At present, the situation of brand competition in the domestic hardware tools industry is relatively volatile. Shida and Stanley still occupy the leading position of China's high-end brands, and the rankings of other brands are unknown, which means that other brands still have unlimited opportunities.
Grasping the chaotic space of this brand, the speed of the top three brands has become the most worthwhile question for the next five years of development.
Brand positioning to create differentiated competitive advantage
First, companies are almost always using brands to operate, and will identify differences between their respective grades and their major competitors as a starting point for corporate strategy.
But many companies try to make the mistake of seeking product differentiation rather than brand differentiation. In addition to price differences between brands, it is difficult to distinguish brands.
The market will position the brand according to the price of the product, forming: low price is low, high price is high-end brand impression, which has greatly hindered the implementation of brand marketing. This is the core issue that makes it difficult for Chinese local hardware to achieve high-end brands.
Brands include brand core values ​​and external performances. The differentiation between brands is to differentiate between brands by positioning.
The industry believes that the positioning of the brand is based on the needs of the target market and its own advantages.
For example, Stanley: World Tools Specialist. Stan uses such slogans to highlight his own positioning Tool experts. In the core value of the brand, the company's century-old strength and the company's expert identity are separated from the opponent.
In other words, to identify the target market, compare with competitors, find their own advantages, combined with market demand through the performance of a certain aspect of customer demand characteristics, combined with the advantages of the company to form the core value of the brand.
Do a good job in channel construction
Second, for each channel model, each company should choose according to its own characteristics.
From the current market demand and channel characteristics, it is unrealistic for the mid-to-high-end brands to adopt the direct sales model. The product line and sales will directly determine the network model.
At present, the Chinese hardware tools market has a large demand for mid-range products. The products can basically cover the second, third and fourth-line markets, and the monopoly chain model will have the basis of market demand.
For Chinese local hardware brands, industry insiders suggest that if the product line is long enough, you can try to renovate the old dealership stores, shorten the channels, multi-distribute, and deepen marketing. Manufacturers adopting the hierarchical agent model must strengthen the management of dealers, which is embodied in the management of terminal sales prices, the management of serial goods, the management of channels and brand communication, and the management of market feedback information.
The health of channels and prices will directly affect the life and death and long-term development of the company. Therefore, we need to be cautious in the choice of channels, and we need to refine the management of channels.
Implement brand strategy
Third, the branding and dissemination of the brand for the Chinese hardware tools industry must first solve the positioning problem. What will be solved later is the relationship between the brand and the product. Whether this problem can be properly solved depends on the successful implementation of the brand strategy.
Brand communication leads the industry
Fourth, in the field of hardware tools in China, enterprises' understanding of the role of the media is deepening, but there is no concept of public relations.
The industry believes that in the case of such a messy brand, it is difficult to establish a unified image of the brand, ignoring the power of the media and public relations. It is necessary to make good use of the operation of public relations and media to accelerate the spread of the brand, and to rapidly expand the brand awareness of the company.
In addition to regular reports, companies need to create news events and let the media report on their own initiative. It is best to be sensational. For example, in order to ensure the quality of the products, Haier destroyed many unqualified products. The media reported that it has expanded rapidly. Haier's brand awareness and reputation.
Such events also exist in the hardware industry, but they do not know how to spread, how to use them properly, will save a lot of cost for the branding, and can quickly distance away from the opponent.
In fact, the development of China's hardware tools industry is very non-standard. If any company stands up and does something for the industry's norms, it will become the leader in the development of the industry.
For example, a brand enterprise takes the lead, formulates industry development norms or drafts a white paper on industry development, and influences the development direction of the industry. Such actions can not only enhance the reputation of the brand, but also have a public nature, which will make the company become the leader of the industry. The impact will be very large.
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