The growth trend of stainless steel screw industry is more and more obvious. Stainless steel screw enterprises have high brand upgrading flag. This phenomenon is a good thing and an important embodiment of the high sublimation of the industry. But for stainless steel screw enterprises, what is the brand? Is a brand a proud publicity map, or a good image of a store, or a beautiful logo, a beautiful graphic advertisement
The stainless steel screw industry has been paid more and more attention in recent two years, especially since 2009, the domestic demand has been expanded, and the demand of stainless steel screws has been increasing. More and more enterprises began to seek the way to suit their own enterprise development. Chinese stainless steel screw enterprises began to attach importance to the brand strategy, and considered brand as the only way to develop.
China stainless steel screw industry, large and small manufacturers numerous, enterprise development level is uneven. So, how should enterprises lay out their "front line" (exclusive stores) and "rear" (production workshops) to explore their own larger development space?
The profound brand theory course seems to be a little profound for the traditional industry. Many enterprises also do not need to think hard about the theory. However, every stainless steel screw owner must have a comprehensive understanding of the brand in the overall situation. It is the wish of the president of each enterprise to make our own enterprise bigger and stronger. However, how to make the enterprise bigger and stronger is a subject without fixed answers, and each has different views. In fact, for enterprises, to be invincible in competition, we must take the brand road. Top 10 selection of Huicong fastener
In short, brand is like a long-distance road, it is a long project, and must be laid in sections, each section of the laying must be in the overall planning conditions to form an independent complete pavement. And stainless steel screw enterprise construction brand should be like building highway, before construction, according to the budget design a blueprint, how long to repair? How much is the load? What lanes is it Then it is the calculation of the material, and finally the construction. Huicong fastener ten major selection is for these small and medium-sized brands, committed to providing them with decent network content, so that these brands have a certain popularity in the industry, so that they can develop faster on the brand road. This makes our country only have some small brands in the huge stainless steel screw industry, and lack of big brands with international popularity.
Brand is a unified symbol of stainless steel screw enterprises, which brings premium to owners and creates value-added intangible assets. The source of value-added comes from the impression of the carrier formed by consumers. The real significance of building a brand is not only that enterprises can obtain greater economic benefits through brands, but also have far-reaching social benefits. Brand is a kind of evaluation and cognition formed by consumers to a firm and its products' excellent product quality, perfect after-sales service, good product image, good cultural value, excellent management results, etc., and it is a huge human force invested by the enterprise management and management A trust between material resources and consumers that have been hard-working for generations.
The establishment of brand must have time accumulation, pay attention to quality, ensure quality, and do well in marketing stainless steel screws. From the production center to the marketing center, for most enterprises, production and sales are equally important, and cannot be avoided. But at present, only good production guarantee is not enough to support the reasonable development of stainless steel screw enterprises. The enterprise should focus on marketing, marketing is the driving force of enterprise development, without good marketing strategy, it can not drive the development of stainless steel screw enterprises, which has been a channel strategy innovation first era. Stainless steel screw shop is the main body of marketing management, but the lack of channel integration and the misplacement of channel center have become the main problems restricting marketing of many enterprises, which leads to the lack of impetus of market terminal, and the brand promotion and marketing system construction must be affected.
Since brand engineering has been upgraded from "point" competition to "face" competition, in a "lack of talents" voice, stainless steel screw owners obviously feel that it is too difficult to integrate the brand in an all-round way. So how to build a brand? Let's start with the following changes:
1. change the brand to construct the personal worship thinking. The so-called personal worship is the brand construction is not market-oriented, non institutionalized, always with the subjective boss as the guide. Customer oriented, this has become a common strategy of brand competition. However, at present, many stainless steel screw enterprises are guided by the general manager or boss' own preferences in the process of brand decision-making, which leads to the product being put into the market, and the customers do not buy "account", which seriously affects the long-term development of the brand. When the industry develops to today, enterprises must recognize the form, once "shoot the head" has become only the past, system planning is the beginning of the brand. No matter how brilliant it was, we must face the beginning, have to sit down, think carefully about how the past road has come, and where we should go in the future? In the face of the industry situation, where is my brand foundation? Where is the sustainable competitiveness?
2. change the brand positioning mode, which is also called brand occupation. It is necessary to make targeted use of specific brand image to attract specific target groups rather than spreading the Internet. Many domestic stainless steel screw enterprises should not sacrifice in brand positioning, and think that the bigger the target market is, the greater the success will be; In practice, it is not clear what the target market and customers think, and the lack of market comparison and analysis, which directly leads to the difficulty of forming and playing the due competitiveness of stainless steel screw brand.
3. the performance of changing the hollowing of brand structure is that the brand structure lacks brand culture connotation. Brand culture refers to the impression of brand in the eyes of target consumers, and it is a kind of endowments that surpass the commodity itself but can make the goods different from its competitive products. It can be a strong support point for consumers to complete their purchase behavior. At present, most stainless steel screw enterprises still stay in the operation of brand awareness, but ignore the indispensable deep connotation in brand image shaping. On the surface of price and process quality, it is easier to express than connotation, so even if there is a concept of expressing cultural elements, it can not be fully expressed in actual operation or expression.
4. change the concept of subjective brand publicity, and every successful brand has been shown in publicity. Domestic famous brands are all publicized by heuristic, simplifying the most complex problems, making people remember new, thus winning consumers' preference. They always focus on the creative ideas to the media release and monitoring. At present, the stainless steel screw brand publicity focuses on the use of education guidance, and can not appear wishful shouting slogans or slogans flying around the sky, advertising for advertising.
The economic principle and practice all tell us: what the consumer needs is the product with excellent quality, reasonable price and comfortable emotion. To survive in the shuffle of the industry, we must "both internal and external training", and improve the internal skill of the enterprise itself. The product is the fundamental guarantee of all; We should do well in packaging and promotion and expand more marketing channels. The clear establishment of the brand of the product will help the smooth development of marketing work, help to improve the market share rapidly, help to cultivate more loyal customers, comprehensively plan from many aspects, make their brands stand out and gain a market position.
The voting stage of the top 10 fasteners of Huicong has been launched. The top 10 fastener selection is a free promotion platform for small and medium-sized enterprises in the industry that huicong.com devotes to build. In order to create a solid foundation for the coming online B2B trading platform of Huicong, the top 10 Huicong awards are now built into an online platform for small and medium-sized enterprises to promote. It can be called online exhibition for enterprises in the whole industry to remember your brand and print your products to the customer's brain!
