Hardware company brand marketing core strategy

In accordance with the classification characteristics and the current industry competition conditions to analyze, combined with the law of the brand, China's current hardware tool industry brand competition is very unstable, in addition to Shida and Stanley in the high-end brands occupy the leadership position, the other grades of the brand The rankings are still unclear, which brings unlimited opportunities for latecomers.

Hardware tools Because of the low cost and fierce competition, most companies rely on lowering the price of their products to obtain a market. As a result, corporate profits are very low, and they can only reach the state of maintaining production but it is difficult to make money. It is a product with low prices, low added value, and low profits. The company does not have enough funds to continue its development. The outward trend of outward development of home hardware enterprises in China is more obvious. At that time, although there were many internal enterprises in the industry and enterprises could not progress, it was difficult for the industry to improve, resulting in unsatisfactory results. The hardware industry is gradually moving into the consumer's field of vision from the invisible brand. Low-price competition, imitation, and OEM are limited to a certain historical stage. With the development of the industry and the upgrading of competition, the technological content of products is increased, with independent patents and designs, and the brand-building and business talents are the long-term development of the company. The best choice.

The domestic hardware 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.

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. Luo Baihui, a brand marketing expert, believes that brand positioning 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.

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. For Chinese domestic hardware brands, Luo Baihui suggested that if the product line is long enough, it can try to renovate the old dealership stores, shorten the 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 enterprises and long-term development. Therefore, the choice of channels needs to be prudent, and the management of channels needs to be refined.