Analysis of hardware tools mid-range brand marketing three "pain"

For enterprise marketing, finding out the difference is the core issue of the strategy. It is also the question of whether the enterprise can have the core competitiveness. Whether it is available or not, it is related to the company’s life and death.

We all know the great role of positioning theory. The core of it is to find a differentiated positioning based on the mind of the target customer base. If the positioning is not differentiated, it is the positioning of failure. The differences are manifested in many ways, including: products, brands, services, etc. As a business, you may not be perfect in every aspect, but you can do it in a perfect way. If this is based on the characteristics of the customer's needs, then it is enough to support the development of the company.

The pain of the product. Many domestic brands of hardware tools in China have been under tremendous pressure in recent years. Since everyone's products are basically in the same grade, even the OEM's are all the same. The difference between the so-called products is also the difference between the color and the packaging, and the difference between the products will ultimately be the length of the product line. The formation of such a situation is determined by the mode of enterprise development. Enterprises want to make money in a short period of time, do not want to find differentiation, do not want to be separated from their opponents, and want to become so-called “brand enterprises”. The result will only be poor. "porter".

The pain of the brand. In recent years, the so-called hardware tools brands have embraced them all. They have shouted that they are certain brands, in order to find the brand's support, some countries and regions, some from the United States, Germany, Hong Kong, Taiwan, etc. Which place can provide support for the core value of the brand, it is said which country, such a trick can only flicker the market for a short time, but unfortunately the market now understands that this trick is useless. We can find through analysis that these domestic brands have huge problems in brand knowledge and operation skills. First, the brand marketing system knowledge is not enough, in the case of similar products, can not find differences from the brand point, at most the trademark is not the same, the color is not the same, the packaging is not the same, the slogan is not the same, a serious lack of brand core Different values, but also can not find the story supporting the brand value, this is the most sad place, so there will be a certain country's brand farce.

The use of brands to identify differences is a very good marketing method, but the brand's story must be round, and it cannot be large, rough, or at first glance. Secondly, branded products are similar, and brand differentiation can improve the competitiveness of enterprises. However, as an industrial product, the core support of a brand must be a product. Therefore, if it is not in the context of product context, it will be a long time for cooperation with dealers. There will be problems. The hardware and tool industry needs less technical research and development requirements. To be a pure brand operator can also, but must have a certain control system for the product. This system must be based on the characteristics of the market demand, because the improvement of the tool is needed. Although many of them are bit by bit, if you do enough work in the market, dealers and user groups will also be watching. This kind of real effort and differentiation will still play a positive role in the brand building of the company.

The brand is not flamboyant, but some companies have utilitarian, secular, and flamboyant. This is sad. It can only be seen that some companies are eager for quick success. In order for a brand to really work, it must work hard on its products and services.

The pain of the channel. Since the difference between products and brands is not obvious, what about the channels? The current hardware tool market, channel business is uncle, because your brand is the same, and the brand awareness in the market are similar, who's products to see who you give me a high profit, so we have appeared every year Strange sights seen at the show: the car fight. Companies that use rebates to purchase vehicles to reward sales agents with large sales volume seem to be arrogant in business and are actually helpless. Even more recently, it is interesting to have strong control over the delivery of dealer houses. This company has been exporting and has entered the country after being blocked. Unfortunately, the channels are not readily available. The products are mid-range and there are no brands. In order to quickly ship, they have come up with such a stimulus package. Therefore, the pain of the channel is in the heart. The channel is a partner. Whether you cooperate with you depends on short-term interests and long-term interests. Maybe you have stimulated him. He has cooperated with you, but it is out of short-term interest; it is really stable. The channel relationship must be based on a combination of short-term and long-term benefits.

How to eliminate these pains, we must use the methods of traditional Chinese medicine, not like many companies nowadays foot pain, head care, can only work hard, in order to occupy the market initiative, must get rid of peer thinking, establish a truly different family of companies Instead of doing ridiculous absurdity, use system marketing thinking to solve problems.