For China's hardware and tool enterprises, if they want to become the mainstream brand of the industry and occupy a stable market share, they must complete the system deployment of brand marketing in the next five years, and use the five-year time to complete the goal of brand strategy. Resellers and buyers form brand awareness, reputation and loyalty, enhance the core competitiveness of enterprises, and strive to increase the added value of corporate brands. This is the development model that Chinese hardware and tool companies must take in the next five years.
According to the universal division of the Western hardware tools industry, the products can be divided into four categories: aerospace, industrial, professional, and DIY. Such divisions are not very clear in China's demand market, and the market generally accepts “high-endâ€. Classification methods such as medium-to-high-end, mid-range, medium-low, and low-grade, and can be more refined. Since the market recognizes the latter classification method, and when the competition of the brand is concentrated in the industrial and professional fields, there is not much significance in the industrial and professional levels.
From the Shanghai International Hardware Show in March 2010, we found that there are some good packaging companies in the market. Their products have been positioned in the high-end brands in the Chinese market, such as the steel shield brand of Hangzhou Superstar Technology Co., Ltd. Hong Kong Hengli Group's Aiweiboer brand. How to differentiate your brand from other brands and find accurate differences is a problem that these companies must solve immediately. Otherwise, in the process of marketing, it will lead to excessive investment, poor results, and it is difficult to convince customers in a short time. The network is difficult to establish quickly, channel loyalty is not high and so on. Who can take advantage of the market growth space after the economic crisis and quickly stand out, who will become the first tool brand in their target market like the brand of Shida.
Therefore, when the product gap of the enterprise is not large, only the differentiation of the brand can be achieved through the positioning of the brand. Although the positioning of the brand has no direct relationship with the price of the product, the price can reflect the positioning of the brand, according to Chinese hardware. The current state of the tool market, we come to the conclusion:
· High-end brands: BetaSnap-Onfacom, etc.
· High-end brands: Shida Stanley two core brands, yato, atools and other new brands
·Middle-level brand (lower than mid-to-high-end brand): China's local hardware tools brands belong to this file
· Medium brand: Most of the hardware tools brands in China belong to this block.
The high-end market has very high requirements for product quality. It is difficult for domestic enterprises to meet the production standards. Even if the products are qualified, they must be based on the high-end market. The added value of the brand must be high. The corresponding requirements are for the brand strategy and marketing level. , corporate funds and other aspects have sufficient strength. We have found that companies operating high-end brands are international hardware giants. No matter in terms of strength or experience, Chinese companies are hard to match.
The demand in the mid- to high-end market is relatively large. This part of the market has higher requirements for products and brands, and the price sensitivity is slightly higher than that of the high-end market. In this part of the market, Star and Stanley occupy a dominant position, and the market has already recognized them as the first and second brands in this field. Therefore, for the latecomers, it is unlikely to replace the status of these two brands.
Therefore, for the medium and high-end hardware tools market, Chinese local companies can intervene, but they need to have sufficient funds and systematic marketing capabilities. Moreover, in order to become a strong brand in this grade, even if resources are abundant, it will be difficult to become a mainstream brand in five years, and to achieve confrontation with Shida and Stanley. However, from the perspective of R&D and production capacity of enterprises, Shandong Wendeng Power, a local hardware company in China, has such strength, but the lack of domestic sales network and lack of experience in brand operation have limited the domestic brand strategy of this company.
The middle-to-middle brand basically covers most of the well-known tool brands in China, and the competition in this field is the most intense. Moreover, in the case of a small gap in product quality, the competition in this field is currently in a blind situation, and the differentiation between them is not fully reflected.
According to the universal division of the Western hardware tools industry, the products can be divided into four categories: aerospace, industrial, professional, and DIY. Such divisions are not very clear in China's demand market, and the market generally accepts “high-endâ€. Classification methods such as medium-to-high-end, mid-range, medium-low, and low-grade, and can be more refined. Since the market recognizes the latter classification method, and when the competition of the brand is concentrated in the industrial and professional fields, there is not much significance in the industrial and professional levels.
From the Shanghai International Hardware Show in March 2010, we found that there are some good packaging companies in the market. Their products have been positioned in the high-end brands in the Chinese market, such as the steel shield brand of Hangzhou Superstar Technology Co., Ltd. Hong Kong Hengli Group's Aiweiboer brand. How to differentiate your brand from other brands and find accurate differences is a problem that these companies must solve immediately. Otherwise, in the process of marketing, it will lead to excessive investment, poor results, and it is difficult to convince customers in a short time. The network is difficult to establish quickly, channel loyalty is not high and so on. Who can take advantage of the market growth space after the economic crisis and quickly stand out, who will become the first tool brand in their target market like the brand of Shida.
Therefore, when the product gap of the enterprise is not large, only the differentiation of the brand can be achieved through the positioning of the brand. Although the positioning of the brand has no direct relationship with the price of the product, the price can reflect the positioning of the brand, according to Chinese hardware. The current state of the tool market, we come to the conclusion:
· High-end brands: BetaSnap-Onfacom, etc.
· High-end brands: Shida Stanley two core brands, yato, atools and other new brands
·Middle-level brand (lower than mid-to-high-end brand): China's local hardware tools brands belong to this file
· Medium brand: Most of the hardware tools brands in China belong to this block.
The high-end market has very high requirements for product quality. It is difficult for domestic enterprises to meet the production standards. Even if the products are qualified, they must be based on the high-end market. The added value of the brand must be high. The corresponding requirements are for the brand strategy and marketing level. , corporate funds and other aspects have sufficient strength. We have found that companies operating high-end brands are international hardware giants. No matter in terms of strength or experience, Chinese companies are hard to match.
The demand in the mid- to high-end market is relatively large. This part of the market has higher requirements for products and brands, and the price sensitivity is slightly higher than that of the high-end market. In this part of the market, Star and Stanley occupy a dominant position, and the market has already recognized them as the first and second brands in this field. Therefore, for the latecomers, it is unlikely to replace the status of these two brands.
Therefore, for the medium and high-end hardware tools market, Chinese local companies can intervene, but they need to have sufficient funds and systematic marketing capabilities. Moreover, in order to become a strong brand in this grade, even if resources are abundant, it will be difficult to become a mainstream brand in five years, and to achieve confrontation with Shida and Stanley. However, from the perspective of R&D and production capacity of enterprises, Shandong Wendeng Power, a local hardware company in China, has such strength, but the lack of domestic sales network and lack of experience in brand operation have limited the domestic brand strategy of this company.
The middle-to-middle brand basically covers most of the well-known tool brands in China, and the competition in this field is the most intense. Moreover, in the case of a small gap in product quality, the competition in this field is currently in a blind situation, and the differentiation between them is not fully reflected.
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