The brand has a quick market law Hardware brands need to be carefully maintained

Over the years, China's hardware industry has never stopped its development. Despite its “old history” and continuous efforts, it still “arms and legs are like fine linen”. Compared with foreign companies, the development of domestic brands is even more so. slow. As the size of domestic hardware companies is generally not large, most of them are privately-owned small enterprises, and the registered capital is generally only about one million yuan. To make a brand is not a poor state of funds, that is, the company's positioning is not accurate.

Looking at the current hardware business owners, when building a brand, they were ups and downs, feeling that a TV commercial was immediately turned into a big brand, and some internet promotion inquiries were soaring. It directly pushed the word “immediately” to a certain degree. Grade, in other words, hopes to crash brands.

The brand has a quick market law

As a company, no matter what industry it is in, the purpose of publicity and promotion activities is obvious: branding and promoting sales. The premise of brand promotion is, of course, to have a brand with independent intellectual property rights, but it is the brand that is lacking in the hardware companies in China. This directly leads to the “creation” of the hardware business owner, such as the ants on the hot pot. It will focus on the Internet search engine and b2b website, focusing on advertising in local or key markets to compete with the king, because such a promotional campaign can directly achieve another goal - to promote sales.

Of course, hardware companies pay attention to online marketing and advertising, which is indeed the correct way to build a successful brand. However, it is very unreliable to use branding laws to create brands, which is contrary to the rules of market competition and secondly to the long-term development of the company.

Under normal circumstances, hardware companies must first define the company's strategic objectives before determining the brand's goals, and comb out the brand's goals on the basis of the company's strategic goals. Only in this way can the company's future development be consistent and long-term.

Only by first determining the brand goals can we further analyze the gap between brand status and brand goals. In doing so, on the one hand, it can provide guidance for brand positioning, brand architecture, brand extension, etc.; on the other hand, it also provides daily brand management, Market promotion activities provide the basis. Avoid sacrificing long-term brand building in the pursuit of short-term benefits.

Successful brands need careful maintenance

That is to say, the hardware company has swollen face and full of fat, invested a large amount of money to start the brand, but this does not mean that you will cast your trust on such a profit. In other words, brand crashes are just a beginning and there is still a long way to go. If the company has succeeded quickly, and only wants to enjoy it, but only to increase production, but do not change the quality, product structure, then the company has begun to derail its track in the long-term development.

After the brand's rapid development, companies also need to invest great effort in maintenance, and should pay more attention to the adjustment of product structure, technological innovation, as well as business management, marketing management to support the development of the brand "behind", so as to optimize The structure of the company allows the company to achieve significant development.

In fact, the fat hardware industry of swollen face is not everybody's ability, must consider the scale of the enterprise's own development, market operation, distribution and other issues. Before becoming famous, perhaps the sales area faced by the company is only a province. However, after the advertising brings the “brand quickness” effect to the company, its sales area will no longer be a province, but will become the whole country. The scale of the company's development is not enough to meet the needs of many consumers in the national market. While welcoming high reputation, it also accepts the challenges it faces.

For hardware companies that are not very large in scale, the use of traditional marketing channels is also a good promotion method. For example, they can participate in the corresponding hardware trade fairs and take advantage of high-profile industry websites to get orders. , Pulling sales can also achieve the purpose of brand promotion with the minimum cost. The simple point of talking about some of the problems of the brand, hoping to give hardware companies some inspiration, reduce the waste of resources in brand building.