Abstract Throughout the hardware tools industry, in addition to Stanley and Shida occupying a leading position in the middle and high-end brands, the ranking of other brands is still unclear, which brings unlimited opportunities for the latecomers. Grasping the chaotic period of brand confusion, the next three years will be the hardware tool industry to build a brand...
Throughout the hardware tools industry, in addition to Stanley and Shida occupy a leading position in the middle and high-end brands, the ranking of other brands is still unclear, which brings unlimited opportunities for the latecomers. Grasping the chaotic period of brand confusion, the next three years will be the golden period for the hardware tools industry to build brands. The 21st century will be an era of brand competition. The competition among hardware and tool companies in terms of product quality, price and service will ultimately be reflected in the competition between brands. With the increasingly fierce competition in the hardware tools market, coupled with the relatively low cost of hardware tools, many hardware tool manufacturers rely on lowering the selling price to gain more market share, which makes the company enter a state of low profit and low added value. The hardware and tools companies have not enough funds to achieve sustainable development. In order to develop better, hardware tool manufacturers only need to build their own brands, use brands to obtain better market effects, and form a virtuous cycle of development.
The hardware tool industry enters the stage of brand competition. Low-price competition, imitation and OEM production are only suitable for the initial stage of the market and the weak competition. With the development of the industry and the intensification of competition, the technical content of the products is improved, and the patents are owned independently. Brand and service are the kings of the survival and development of enterprises. At present, the brand competition of China's hardware tools industry is still relatively weak. In addition to Stanley and Shida's leading position, the ranking of other brands is still unstable, and the brand competition of the whole industry is chaotic, which will provide hardware tools enterprises with a great opportunity to develop brands. !
The next three years will be the golden period for the hardware tool industry to build a brand. Hardware tools companies must do a good job in brand building. Brand positioning is not a price positioning, but is positioned according to the target market demand and its own advantages. For example, Stanley's brand positioning is a world tool expert. In the brand positioning of hardware tools enterprises, first identify the target market, then compare with competitors and find their own advantages, combine market demand with enterprise advantages, form the core value of the brand, and then do a good brand positioning!
Second, we must shape the brand. After brand positioning, the next step is to resolve the relationship between the company's brand and products. At present, many hardware tool companies focus on brand competition on products. For the more mature hardware tools industry, product homogenization is a common phenomenon. Excessive product competition directly leads to price competition. This in turn leads to a decline in product quality and lack of innovation. In fact, customers buy not only the product itself, but also the feeling of the product, including function, quality, price, appearance and service, etc. These feelings combine to form the brand. In addition, the brand image should be clear, and even a company whose brand image is not clear, how can it be recognized by customers? Not to mention the brand premium.
Finally, we must do a good job of brand communication. At present, the brands of the hardware tools industry are rather messy. If the power of the media and public relations is neglected, it will be difficult to establish a unified image of the brand, let alone brand communication. As far as the hardware tools industry is concerned, there are many media that can be spread, and hardware tools factory stores are one of them. Hardware Tools Factory Store's homepage brand is full of columns. It is a page dedicated to displaying hardware tool brands. At present, there are more than 3,000 large and small hardware tool brands, which is the best platform for hardware tools to promote and promote brands!
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