China's hardware industry to "big brand" era

In the crisis of 2011, through traditional exhibitions, channel marketing, and traditional marketing models centered on 4P (products, prices, dealers, and promotions), it has been difficult to arouse even a little embarrassment in the downturn like a stagnant market. After experiencing the impact of the crisis of the entire year, business owners began to feel puzzled and confused. How can they open up the situation in marketing and break through the sluggish performance? Smart business owners are beginning to think about innovation and are also looking forward to a new marketing model.

At the same time, some companies that are developing in contradistinction have begun to receive attention, especially the enterprises that export to domestic sales have started to research and explore. When fierce market competition emerges or a sudden and harsh environment comes down, the company’s managers will make special plans if they are surprised. A wonderful marketing plan can transform a company from ordinary to extraordinary, from weak to small. The competition in the international market has also entered the era of planning and winning through strong resistance, which is often referred to as the era of big brand marketing.

China's hardware marketing from the most primitive planned supply and marketing to the modern exhibition marketing, and then from the exhibition marketing to channel marketing in the past 10 years, has undergone enormous changes; and now, under the boost of the financial crisis, China's hardware marketing officially from Channel marketing began to enter the era of big brand marketing. Chinese hardware companies must carefully consider the following three aspects when entering big brand marketing:

First, the investment in big brand marketing is completely different from the nature of traditional marketing models.

The past exhibition marketing and channel marketing investment is small, not involved, almost all companies can afford. However, big brand marketing is relatively large in terms of investment and involves a wide range of products (may be involved in the products of many companies, such as cross-border marketing, etc.). In the current economic environment, it will be difficult for a single enterprise to operate. If it is possible to unite each other, the integration of resource sharing channels will have a multiplier effect. Just as competition is inferior, cooperation is not as good as coalition.

Second, we must have a big brand marketing awareness and plan ahead.

“Without planning, our products will surely die! We must not plan to die! Our products are not necessarily dead!” This is a self-reflection of a company that has used its own power to promote products and invest tens of millions, but still fails! This is also a lesson learned from spending huge sums of money! Maybe this is just a special case. In the current situation, many companies are always confident that their products are good, their effects are good, and they have a stable consumer base, but their distress is always stagnant! There are also companies that believe in advertisements. The amount of advertising investment each year is quite amazing. There is no major breakthrough, and the input-output ratio is unreasonable! There are also plans to stay on the idea, that planning can be a point to gold! What's more, they simply deny planning and think that it is still on paper! These misunderstandings or one-sided understanding of professional marketing planning have also brought considerable resistance to the company's marketing planning and brand promotion! The market does not wait for people, and when you are in the middle of the day, the competitors have been making strides!

Of course, planning is a prerequisite, and it is crucial to the choice of products and companies. It is necessary to analyze the market with a scientific vision, select products with a responsible attitude, and select companies with a win-win attitude. Only in this way can we increase the success.