Local hardware goes to the high end of the brand

How can China's manufacturing go to the high end of the value chain and how to achieve industrial upgrading? This issue is not a problem that market players can solve, nor can the government achieve through policies. The most discussed method for the moment is nothing more than branding and technology. If we infer from the logic of the growth of Western companies, the answer is indeed the case. But even if Chinese companies do this, they may not be able to compete with Western brands.

Who can save the local company, the media needs to take great responsibility in terms of the current business environment and consumer awareness. Why do you say so? Take the hardware industry, foreign brands of high-end brands are all rooted in the national psychology, not the brand skills of Western companies, I do not see real Naibao, Stanley, etc. At the same time, I do not see much better than Ogilvy & Mather or other Western brand planning, public relations, and corporate companies. Neuropeptide brain ads can help increase sales, Gree air conditioning is using a very soil so-called "master of core technology" so naked and pretending to be mysterious advertising to build their own first-line brand. It is because they know that marketing that can impress consumers is the best marketing.

As an industrial product, terminal buyers and users are highly dependent on channels, so the so-called "channel is king" marketing argument will appear. In the case of chaotic channels and numerous brands, some companies consider making a fuss about the channel business. Therefore, there have emerged a series of marketing channel modes such as chain of links. Whether these models can go on or not, the key lies in the product's Integration capabilities and chain stores and sales capabilities. Why Shida did not choose a similar model for a variety of reasons: There are many mature channels, and no changes are needed. It will be very difficult to change the interests of many businesses; the management mode of professional managers determines that these people will not easily change anything. . But the core reason lies in the strong position of its brand.

For the brand building, it is crucial to change the upstream and downstream views of the industry chain. For example, firstly, market positioning and brand positioning are needed to do comprehensive brand planning; and in the brand communication strategy, detailed advertising, media, public relations, and event marketing are formulated. Wait for the plan. The key crowd that spreads the hardware industrial products is the dealer, as long as can get the dealer's head to get, they will spread the brand to the buyer. Therefore, our company must clarify the brand communication goals.

However, we all understand the truth: China's dealers have no confidence in domestic goods, and this recognition is the biggest obstacle to the high-end of Chinese products. The media should stand up at this time and shout for local companies. Sometimes do not underestimate the power of the media, corporate marketing behavior no matter how the packaging is difficult to erase the traces of selling, even the most obvious public welfare activities. The media should come out to do some public service advertisements for local companies. For example, they can hold hands with local top companies to set up Chinese high-end brand clubs, meet regularly to discuss the way out of local Chinese companies, and carry out comparisons of domestic companies’ product technology, etc. bias. The survival of the media requires companies. Enterprises should think carefully about how to communicate with the media, research the most appropriate communication strategy, and rapidly increase the high-end value recognition of local brands.