Recently, the author has increasingly felt that Chinese hardware companies lacked a reasonable strategic plan and were less likely to find effective fulcrums for brand implementation. When companies conduct brand communication, they appear monotonous and unconvincing. So much money was wasted and there was little market recognition.

We all know that brand strategy for industrial products is a must and it is also possible. Although it does not play an absolute central role in the development of the company as fast-moving consumer goods, but industrial product brands can also help improve the bargaining power of dozens of points, and establish a strong competitive advantage.

The starting point of a brand strategy can be swot analysis to find out its strengths and weaknesses, opportunities, and opportunities. Based on this, it can do detailed brand planning based on the brand as a strategic way to drive the company's development, not just a slogan. Or appearance. This is what we often call brand positioning. Reasonable brand positioning is the key to the development of the company, especially for FMCG. As a hardware tool company for industrial products, the position of its own is not detailed, and often presents a trend driven by products, technologies, or channel models. For example, our company basically likes to emphasize quality, or certain brand chain, etc. Can not be called a reasonable position. Reasonable positioning is based on the consumer market and characteristics. The hardware industry currently has a serious marketing error, that is, all marketing strategies have seen the channels too heavy, as if the company’s products have been transferred to dealers, which is in fact the result of our company’s over-eagerness and quickness to scale up.

New models such as chain stores, supermarkets, mro, etc., are nothing new. In many other industries, they have already had a lot of fun. Why the hardware industry has only just emerged, it can only explain the backwardness of the industry. In previous years, companies did not have the courage to implement the above new models. In recent years, the convergence of products has led companies to realize reintegration of channels or a new round of competitive advantages through a large number of product lines. The change of the channel model is very hot now, but we found that such a model actually needs the cooperation of the brand. However, the company can not figure out how to build the brand at this time. It seems to feel that only if they say that they are a chain brand, a supermarket, etc. , it can attract market attention.

The author thinks that companies need to think about the brand support issue. That is, after the company has done a good job of planning, after determining the brand positioning and core values, it will find all the resources that can prove the core value of the brand and spread it through various channels. For example, when the author once provided marketing consulting and planning to Shanghai Changqing Deke Power Tools Co., Ltd., he established the company according to the industry status of the company, and the cognitive characteristics of the distributors and users of Dirk. China's power tool experts' brand positioning, and then around such a positioning to constantly enrich the company's support points, with the relevant industry associations, universities and research institutes established the 'China Power Tools Research Institute', settled in Evergreen, and then improve the company's test The testing room is a good support for the brand positioning of China's power tool experts. After six months of implementation, all aspects of the company have been upgraded in the minds of the original distributors, which has effectively promoted the listing and promotion of the company’s new products, and then combined with the company. The integration and promotion of the store's image, cooperation with various media, and the planning of public relations events have resulted in the rapid expansion of the brand awareness, reputation and loyalty of the company.

In order to visually compare the advantages and disadvantages of the company in brand building, the author gives an example. Bosch and Great. The success of Bosch in China can be said to be particularly inevitably, especially Bosch's brand strategy and strategy are exceptionally accurate and effective. Technology is the brand's core value of Bosch, and the brand idea of ​​science and technology to achieve the beauty of life has become an example to follow in the industry. Then Bosch began to set up Chinese laboratories, research and develop new products, hold regular media presentations, organize design competitions, and event marketing models such as sponsorships and patrols in vocational schools, effectively supporting Bosch Technology Driven’s brand perception and Lenovo.