China's current hardware tools industry brand competition pattern is very unstable, Cedel and Stanley occupy the leadership position in the high-end brands, the other end brands ranking is still unclear, which later brought unlimited opportunities.
Because low-cost and highly competitive, most businesses are relying on lower product prices to gain market As a result, corporate profits are very low, basically only to maintain production, but is hard to make money in the state, the consequences of product low price, low value-added, low profits, companies do not have sufficient funds to sustainable development. Out the development trend of domestic home hardware companies are more obvious, at that time within the industry enterprise, companies can not progress, the industry is difficult to improve, resulting in numerous advantages, the inferior is eliminated. Hardware industry is from the invisible brand gradually moved into the consumer's perspective. Price competition, imitation, OEM confined to a certain historical period, with the upgrade of industry development and competitiveness, improve the technological content of products, with their own patents, designs, focusing on brand building and marketing is the business of long-term development the best choice.
Domestic hardware tools industry brand competition situation shocks. ZHIDA Hardware's Screwdriver Bits still occupy the leading position in China's high-end brands, other end brands ranking unknown, which means that other brands remain unlimited opportunities. Seize this brand confusion of free time, speed squeeze into the top three brands to become the next five-year development worth considering.
First, almost all in the use of the brand to operate, will identify the differentiation between the respective grade and major competitors, as the starting point of the corporate strategy. However, many companies try to commit such an error: seek only product differentiation, rather than brand differentiation. In addition to the difference in price between the brand, it is difficult to brand distinction. The market will be based on the price of the product to the brand positioning, formed: low price is to resist high prices is the high-end brand image, to a large extent hindered the implementation of brand marketing. This is the local hardware in China is difficult to achieve high-end brand's core.
Brand core values of the brand and the outward manifestation of differentiation between brands by positioning performance differentiation between brands. Brand marketing expert Luo Baihui that the positioning of the brand positioning is based on the needs of the target market and its own advantages. For example, Stanley: World Tools experts. Stanley with this slogan to highlight the world of their own position tool experts. Highlights the core values of the brand the centuries strength of enterprises, experts identity of the segment with the opponent. In other words, is to identify the target market, competitors and found their own advantages, combined with market demand through a particular aspect of the performance customers demand characteristics, combined with the advantages, the formation of the core values of the brand.
Secondly, the for how channel model, every business should focus on the characteristics of each enterprise to choose from. Judging from the current market demand and channel characteristics, the direct sales model is unrealistic in the high-end brand, product line and sales will directly determine the mode of the network. Current hardware tools market, the demand for mid-range products, products which can cover two, three, four-line market, the monopoly chain model will have the basis of the market demand. For local hardware brand in China, Luo Baihui proposed product line long enough, you can try the old dealer stores reconstruction, shorten the channel and multi-distribution, deepen marketing. The grading agency model manufacturers need to strengthen the management of dealers, embodied in the management of terminal sales prices, changing products management, channels with the brand communication management, market feedback information management. Channels and the price of health is directly related to the life and death and long-term development, therefore, requires careful choice of channels, channel management needs refinement.
Third, the shape and spread of the brand for hardware tools industry in China must first solve the positioning problem. Subsequently to be solved is the question of the relationship of the corporate brand and product, whether this problem can be solved properly in relation to the brand strategy can be implemented smoothly.
Fourth, in the field of hardware tools, for the role of the media is deepening, but not at all for the concept of public relations. Luo Baihui that the brand is so messy case, ignore the power of the media and public relations it is difficult to establish a unified brand image. To make the best use of public relations and media operations to accelerate the spread of the brand, to the rapid expansion of the company's brand awareness. In addition to the regular reports, you need to make the news event, the initiative media coverage the best sensational, example: when in order to ensure the quality of the product, Haier, smashing a number of substandard products, media coverage, and the rapid expansion of the Haier's brand awareness and reputation, such an event our industry there are, but do not know how it spreads, how to use properly, the shape of the brand will save a lot of costs, but opponents quickly distance.
In fact, the development of hardware tools industry in China is very irregular, Which companies stand out, to do something for the industry norms, it will become a leader in the development of the industry, example: certain brands lead the development of industry development specifications or drafting of the White Paper on the development of the industry, left and right direction of development of the industry, this kind of action can not only enhance the reputation of the corporate brand, but also has a public nature, make enterprises have become industry leaders influence surface will be very large.
In recent years, the mainland auto market is hot, not only benefit the domestic component factory, Taiwanese Dongyang, large billion, Jiang Shen, Rayleigh and TYC parts plant have also benefited. Luo Baihui mold experts said that the domestic car market is in a high growth phase, the Taiwan-related components factory layout early at this stage to enter the harvest stage. However, under the global economic boom is gradually heated, it is expected that Taiwan's mold industry will have the opportunity to sustained recovery, not only have the opportunity to continue to rise in the export market, the domestic market will end demand is rising, the corresponding mold also increased demand.
Taiwan's leading enterprises in the mold industry plays a the mainstay leading role, they improve the information systems and technical level to ensure the healthy and smooth development of mold industry. However, in China's mold industry, the leader of the enterprise can be said only a handful of a long time, China's enterprises indexing of large and small and internal mold production workshop set up a production mold for themselves business services, which resulted in a professional mold factory rarely, even a professional mold factory, the scale is not large. Currently, the automotive industry, represented by the manufacturing sector, is the rapid development of the market is in urgent need of precision, stable performance, large-scale mold, domestic FAW mold manufacturing companies and other large-scale mold efforts, from the driving effect on the industry.
Recently, Taiwan's precision machinery and mold strategic alliance, under the support of the Tainan County Government, precision machinery, plastic, metal center into the military, in the promotion of industry, science, communication and co-operation between research, to help the industry to make proper use of Gakken unit of R & D capabilities, the development of high value-added machinery and equipment, joint procurement, joint marketing, integrated R & D plays a significant role in promoting better development of Taiwan's mold industry.