Hardware brand evolution history why hardware companies build their own brands

In today's market competition dominated by brand management, it has become an important issue for many small and medium-sized hardware companies to think about and implement hardware companies to create their own brands to gain more profits and market share, and to improve their sustainable development capabilities.

Small and medium-sized hardware company brand status

Hardware companies are small in scale and scattered and their brand awareness is weak. Currently, there are no widely recognized brands in the domestic hardware industry, and OEMs are also the main exporters. Their own brand exports are minimal, lagging far behind other industries. It is very difficult for well-known brands of hardware products to be recognized in the industry and in the market in China. It is very difficult for them to go to the world and create international brand-name products.

The brand awareness of business managers is weak

At present, China's brand development is still in its infancy

First, brand core value positioning is inaccurate, unclear or unsustainable. The core value that does not have a high degree of difference is equal to giving up the loyal customer, and giving the fate to the downstream distributors. This is also the source of price wars and channel wars that exhausted the majority of brands. The core value of a brand that lacks personality is that it has no sales force and cannot bring value to the brand.

Second, ignoring product quality, fanaticism chasing celebrity effects. At present, domestic enterprises have become obsessed with celebrity charm. As long as there are celebrities on stage, companies can operate at high speed.

Third, advertising and promotion costs are high, brand building costs are heavy and funds are insufficient. Think that as long as the ads do more, they can create brands. Clearly the role of advertising can correctly use advertising strategies to make full use of advertising effectiveness.

Corporate managers are an important factor influencing brand building. Many small and medium-sized business owners are both investors and managers. Many of them are technical backgrounds. Some employers have strong brand awareness, but many of the boss’s subordinates are promoted from the workshop. The managers who really go to achieve the brand often do not have enough understanding of the brand. As the market expands, the business grows bigger and bigger, and the original capital is accumulated. Now faced with increasingly fierce competition, many customers are diverted, and they can't find directions. In their minds, big-name products or low-price grab customers can run unfettered in the market. The brand building awareness has not yet sprouted.

The company’s own strength is not enough and its own brand operation risks are high

SMEs face common problems: Hardware companies are no exception. Small-scale, generally low level of corporate management, weak financial strength, a considerable part of even non-standard business. Due to the limited availability of resources, there is a limit to the scale expansion and the corresponding brand building will be affected. In addition, SMEs are more affected by external influences, and companies are relatively exposed to the risk of developing and operating their own brands.