Hardware industry has a global brand

When the concept of "brand awareness" no longer stays "on paper," the hardware industry is surprised to find out "how far we can go with our thoughts." With the intensification of competition in the hardware industry in recent years, the brand awareness of enterprises has been awakened, and gradually recognized the importance of the brand for the long-term development of the company. More and more companies have incorporated brand building into their strategic planning. Brands are particularly important to companies that started late. Many companies are on the same starting line. Whoever has the brand will be able to accept it first and gain a certain degree of popularity. And reputation, this company can be ahead of other opponents, emerge in the hardware industry. However, the status quo of China's hardware industry brand building is worrying, and the brand road has a long way to go.

Compared with the ever-expanding scale of China’s economy, China currently lacks world-class brands, and the added value of Chinese manufacturing still needs to be improved. China's hardware industry has become more and more aware of the brand. A group of new-born hardware brands have grown up, and they have started to go abroad for mergers and acquisitions, such as "24 overseas acquisitions by Dalian Far East to create global giants."

Most of China’s hardware companies started from “doing wedding dresses” for others. In the vast world of hardware, the development of brands has also encountered the same problems. The number of brands has mushroomed, but the brand development is not good or bad. The competition between brands is disorderly. After all, "the woods are big, what birds have." Freshman brands are more conservative and lack experience in marketing methods.

The crux of the problem: the choice of adventure In the view of hardware companies, nurturing a brand is a systematic project that involves not only capital and technology, but encompasses the full connotation of corporate culture. Everything depends on design, production, and marketing. Quality to win the consumer's identity, which part of many links do not have a place, the branding will embark on a path of no return.

It is also believed that in the domestic market, there are many times when "relationships" are needed to open the market. Therefore, more hardware companies are still staying at the stage of working for foreign brands and dare not venture into the brand building.

Why Branding: Branding Means Adding Value Although branding is dangerous, branding means added value, or even more. Insiders said that taking the brand road is the development path for hardware companies.

If the "soft war" of foreign brands entering the Chinese market continues, China will become a processing factory for foreigners. Why Stanley can be the world's leader? This is inextricably linked with its brand culture. The reason why their brands and their ideas can be popular in China is the Chinese people's understanding of their culture and cultural implications.

The brand marketing campaign was intensified and Zhang Xiaoquan planned to create a television show. Zhang Xiaoquan, the founder of the brand, pioneered the 72-track cutting and cutting process. For over 300 years, Zhang Xiaoquan has inherited the ancestral training of “Good Steel Refinement” in a generation. Another generation of Zhang Xiaoquan's inheritance and unremitting efforts have finally made Zhang Xiaoquan's knife and scissors products become a wonderful work in China's traditional industries.After the Spring Festival in 2010, Zhang Xiaoquan Scissors Store Co., Ltd. officially launched 30 episodes of TV drama scripts. This time also indicates that it will use the culture to market the brand.

Eighteen sons lift the industrial tourism plump brand image “Northern Mazi, South Zhang Xiaoquan” is still history, the decline of Wang Mazi confirms the rise of Yangjiang 18 sons. As a “National Industrial Tourism Demonstration Point”, from 2007 to 2009, the direct economic benefits of 18 industries brought by industrial tourism exceeded 30 million yuan.

Shibako opened her knife-cut production process and a long history to visitors, and continued to “add code” year after year, building the Time Tunnel, Tangdu, and the 18th Development Hall to make the company’s image more plump. . It also gives brand power and enhances the company's own influence.

Hand tool giant leverages "Design Competition"

2010 is an important year for the development of Hangzhou Superstar Technology. In this year, Superstar Technology not only successfully listed and placed capital markets, but also acquired Goldblatt, the world's top building tool brand. And the layout of the domestic market in the form of boutiques.

Superstar Technology implements a multi-brand strategy and reviews its development trend. Although there is a mature channel advantage, Superstar also attaches great importance to brand marketing. Successively undertook creative Hangzhou Industrial Design Contest, not only harvested more innovative designs, but also enhanced the brand's influence and popularity.