The key to building a hardware brand is to get the "head" of the dealer.
December 06 10:01:17, 2018
How do Chinese hardware products go to the high end of the value chain and how the hardware industry can achieve industrial upgrading? The most discussed method is nothing more than brand and technology. If you infer from the logic of Western business growth, the answer is indeed true. But even if Chinese companies do this, they may not be able to compete with Western brands. China's hardware products also need to strengthen brand building, but our company must clarify the brand communication goals, dealers as a part of the industrial chain, change its views is essential.  At present, for the hardware industry, the foreign brands of high-end brands are rooted in the national psychology, rather than the brand marketing skills of Western companies. I don’t see the brand strategy of Shi Naibao, Stanley and Bosch. What excels, I can't see how much Western brand planning, public relations, and advertising companies are better than local similar planning companies. Why is this happening? The reason is that dealers in the sales channel have strong confidence in foreign brands, but lack confidence in domestic brands, and sales of foreign brands are more assured. As an industrial product, terminal buyers and users are highly dependent on the channel, so the so-called "channel is king" marketing argument. In the case of chaotic channels and numerous brands, some companies are considering making articles in channel vendors. Therefore, there are strong marketing channels such as the chain and the chain of marketing channels. Whether these models can go on, whether they can be upgraded or not, Integration capabilities and chain management and sales capabilities. There is no doubt that dealers play a key role in the sales channel. For brand building, changing the view of the upstream and downstream of the industry chain is the key. Dealers are one of them. Their views are extremely important. For example, hardware tools need to be market positioning and brand positioning to make comprehensive brand planning. Do brand communication strategies and develop detailed advertising, media, public relations, event marketing and other programs. The key people in the distribution of hardware industrial products are dealers. As long as they can get the dealer's head, they will spread the brand to the purchaser.
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