The situation of brand competition in the domestic hardware tools industry is relatively volatile. Shida and Stanley still occupy the leading position of China's high-end brands, and the rankings of other brands are unknown, which means that other brands still have unlimited opportunities. Grasping the chaotic space of this brand, the speed of the top three brands has become the most worthwhile question for the next five years of development. First, companies are almost always using brands to operate, and will identify differences between their respective grades and their major competitors as a starting point for corporate strategy. But many companies try to make the mistake of seeking product differentiation rather than brand differentiation. In addition to price differences between brands, it is difficult to distinguish brands. The market will position the brand according to the price of the product, forming: low price is resistance, high price is high-end brand impression, which has greatly hindered the implementation of brand marketing. This is the core issue that makes it difficult for Chinese local hardware to achieve high-end brands. Brands include brand core values ​​and external performances. The differentiation between brands is to differentiate between brands by positioning. The positioning of the brand is based on the needs of the target market and its own advantages. For example, Stanley: World Tools Specialist. Stan uses such slogans to highlight his position - the world's tool experts. In the core value of the brand, the company's century-old strength and the company's expert identity are separated from the opponent. In other words, to identify the target market, compare with competitors, find their own advantages, combined with market demand through the performance of a certain aspect of customer demand characteristics, combined with the advantages of the company to form the core value of the brand. However, China's local hardware companies have no knowledge of this point, and even more are used - in addition to professional or professional non-sense core value expression, because most Chinese local hardware companies are like this, we are not convenient to name. Second, for each channel model, each company should choose according to its own characteristics. From the current market demand and channel characteristics, it is unrealistic for the mid-to-high-end brands to adopt the direct sales model. The product line and sales will directly determine the network model. At present, the Chinese hardware tools market has a large demand for mid-range products. The products can basically cover the second, third and fourth-line markets, and the monopoly chain model will have the basis of market demand. Therefore, for Chinese local hardware brands, if the product line is long enough, we suggest that you can try to renovate the old dealership stores, shorten the channels, expand the distribution, and deepen the marketing. If the mode of grading agency is still adopted, we suggest that the management of dealers must be strengthened, which is embodied in the management of terminal sales price, the management of serial goods, the management of channels and brand communication, and the management of market feedback information. The health of channels and prices will directly affect the life and death and long-term development of enterprises. Therefore, the choice of channels needs to be cautious, and the management of channels needs to be refined. Third, the branding and dissemination of the brand for the Chinese hardware tools industry must first solve the positioning problem. What will be solved later is the relationship between the brand and the product. Whether this problem can be properly solved depends on the successful implementation of the brand strategy. For the relationship theory between corporate brand and product brand, we will not elaborate. We can conclude that the long-term development of China's hardware tool brand enterprises requires strong support from corporate brands, and that operating product brands alone will encounter bottlenecks in development. . This is worth pondering for many Chinese brand operators. Finally, in the field of hardware tools in China, companies' understanding of the role of the media is deepening, but there is no concept of public relations. In the case of such a messy brand, it is difficult to establish a "unified image" of the brand, ignoring the power of the media and public relations. It is necessary to make good use of the operation of public relations and media to accelerate the spread of the brand, and to rapidly expand the brand awareness of the company. In addition to regular reports, companies need to create news events and let the media report on their own initiative. It is best to be sensational. For example, in order to ensure the quality of the products, Haier destroyed many unqualified products. The media reported that it has expanded rapidly. Haier's brand awareness and reputation, such events, our industry also exists, but do not know how to spread, how to use properly, will save a lot of cost for the brand, and can quickly distance away from the opponent. It can be said that in addition to doing a philanthropy, companies in the industry no longer have any public relations relationship. In fact, the development of China's hardware tools industry is very non-standard. If any company stands up and does something for the industry's norms, it will become the leader of the industry development. For example, a brand enterprise takes the lead in formulating industry development norms. Drafting a white paper on industry development, or not, the direction of the development of the industry, such an action can not only enhance the reputation of the corporate brand, but also have a public nature, will make the company become the leader of the industry, the impact will be very large.
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