According to the classification features of hardware tools and the current status of the industry, the competition in the domestic hardware tool industry 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.
First of all, companies are almost always using the brand to operate, and will find out the differences between their respective grades and their main competitors as the starting point of their 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 the resistance, high price is high-end 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. 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 out 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. However, China’s domestic hardware companies do not have any understanding of this point, and even more use it—except for professional or professional non-predictable core values. Since most domestic hardware companies are like this, we are not easy to name names.
Secondly, for the kind of channel model adopted, each company should choose according to its own characteristics of the 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. Therefore, for China's domestic hardware brands, if the product line is long enough, we suggest that we can try to renovate the old dealer stores, shorten the channels, expand distribution, and deepen marketing. If we still adopt a hierarchical proxy model, we recommend that we 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 long-term development. Therefore, the selection of channels needs to be cautious, and the management of the channels needs to be refined to the third. The shaping and dissemination of brands is the first for the Chinese hardware tool industry. To solve 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. For the relationship between corporate brand and product brand theory, we no longer elaborate, we can draw the conclusion that the long-term development of China's hardware tools brand companies need a strong support of corporate brand, product brand operation alone, will encounter the development of bottlenecks . This is worth thinking about for many Chinese brand operators.
Finally, in the field of hardware tools in China, companies are deepening their understanding of the role of the media, but there is nothing about the concept of public relations. In the case of such a messy brand, ignoring the power of the media and public relations will make it difficult to establish a “uniform image†of the brand. 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. The media reported that it expanded rapidly. Haier's brand recognition and reputation, such an event, our industry also exists, but do not know how to spread, how to use properly, will save a lot of costs for the brand's molding, and can quickly pull away from the opponent.
It can be said that, in addition to doing charity business, the enterprises in the industry are no longer dealing with public relations. In fact, the development of China's 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 enterprise will take the lead in formulating industry development standards or The drafting of industry developments 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, and will make the company a leader in the industry. The influence will be very large.
First of all, companies are almost always using the brand to operate, and will find out the differences between their respective grades and their main competitors as the starting point of their 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 the resistance, high price is high-end 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. 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 out 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. However, China’s domestic hardware companies do not have any understanding of this point, and even more use it—except for professional or professional non-predictable core values. Since most domestic hardware companies are like this, we are not easy to name names.
Secondly, for the kind of channel model adopted, each company should choose according to its own characteristics of the 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. Therefore, for China's domestic hardware brands, if the product line is long enough, we suggest that we can try to renovate the old dealer stores, shorten the channels, expand distribution, and deepen marketing. If we still adopt a hierarchical proxy model, we recommend that we 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 long-term development. Therefore, the selection of channels needs to be cautious, and the management of the channels needs to be refined to the third. The shaping and dissemination of brands is the first for the Chinese hardware tool industry. To solve 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. For the relationship between corporate brand and product brand theory, we no longer elaborate, we can draw the conclusion that the long-term development of China's hardware tools brand companies need a strong support of corporate brand, product brand operation alone, will encounter the development of bottlenecks . This is worth thinking about for many Chinese brand operators.
Finally, in the field of hardware tools in China, companies are deepening their understanding of the role of the media, but there is nothing about the concept of public relations. In the case of such a messy brand, ignoring the power of the media and public relations will make it difficult to establish a “uniform image†of the brand. 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. The media reported that it expanded rapidly. Haier's brand recognition and reputation, such an event, our industry also exists, but do not know how to spread, how to use properly, will save a lot of costs for the brand's molding, and can quickly pull away from the opponent.
It can be said that, in addition to doing charity business, the enterprises in the industry are no longer dealing with public relations. In fact, the development of China's 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 enterprise will take the lead in formulating industry development standards or The drafting of industry developments 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, and will make the company a leader in the industry. The influence will be very large.
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