After years of development , metal industry slowly showing its industry itself. The industry, especially after the 2008 global financial crisis , after a large number of export enterprises in exports began to focus on OEM continuous regulation of the domestic market as well as national policy. Hardware industry brand issues continue to emerge , including brand homogeneity is a typical problem , constantly plagued line hardware industry . This article from the perspective of hardware brand homogenization homogenization of the hardware industry to illustrate the reasons and solutions for your reference !
An overview of the hardware industry homogenization
1, metal industry brand definition homogenization
In this paper, the hardware industry homogeneity is defined as: refers to the hardware industry, which in the same broad categories brands , different brands of products in terms of performance , appearance and even imitate each marketing From EMKT.com.cn means , as well as the gradual convergence phenomenon. These images will be referred to herein hardware industry homogeneity, and the full text will be launched discussed in this definition.
2 , analysis of the hardware industry brand homogeneity reasons.
Hardware industry brand homogeneity is inseparable from the current market environment , the results of many years of experience in the market after the author summarizes and research , the hardware industry homogeneity reasons summarized as follows:
First, the market sector development stage homogenization of the reasons for the hardware industry brand : the last decade can be used to describe the brutal peak condition throughout the growth of the domestic industry , it is this case, the entire domestic industry are more impulsive , home hardware as u a major role of the industry is no exception, impetuous escape the shadow everywhere . The whole hardware industry enterprise does not require much research and development, you can simply imitate the rapid development of the above points in a cup of soup ; also spent rivals and market research , because you can get simple to follow development , because we are all in this fast-growing profit trends above . We can speak above a certain extent , a lot of hardware brand to gain a foothold , not their own strengths and market focus, more of a catch up with the most gold hardware industry rapid development period . Such home development environment that can be said to be a hotbed of homogeneity of the industry ;
Second, the hardware industry homogenization brand planning and positioning of the brand is no reason : no brand development strategy planning , resulting in a homogenization of the key reasons. Hardware industry brands do not plan to own the brand positioning and future development. This results in a direct result of the industry brand image and brand association convergence ! Most typical example is when Wrigley great success in the overall hardware , others Foshan companies continue to follow-up , and even hardware leader jiumu also press resistance is not live , again and again the overall layout of hardware ; most extreme is the last even Wrigley can not manage their own brand system , so its brand almost entirely homogenization. Today , when we look at the hardware market , many brands make a distinctive brand positioning had gradually disappeared , continuous homogenization become a victim , after all, or do not have their own planning and brand positioning .
Third, the hardware industry 's research and development is missing brand homogeneity reasons : lack of brand development system is the homogenization of the largest internal factors . Hardware industry, for example , the brand has developed several systems without the R & D department referred to a high degree of brand is even more rare. Outsourcing industry, which is more of a sample , after a simple modification to copy ; another situation is constantly attend the show, the appearance of the product photo shoot , and then imitate. The result is the emergence of the market above the monotony of the final product ;
Fourth, the reasons for the hardware industry sales of brand homogeneity : Hardware industry sales there are serious regional imbalances , brand lacks an absolute advantage , resulting in a competition is not complete, the gaps in the market by competitors to copy the successful experience , including product and sales model. A typical case is the most representative of Southampton 's hardware business , because the success jiumu wholesale model , brought out a large number of wholesale model sales personnel . Meanwhile , let Southampton went into the hardware business cycle wholesale marketing model , not a marketing above a breakthrough. Of course, the hardware industry, the so-called first-class brand strength is also flawed, no one is a nationwide advantage. Because of this, no one brand to succeed in the country. The immediate result is that competitors do not hesitate to be a breakthrough in the area of its relatively weak , but the best way is to break a lot of replication leading brands and models , resulting in the hardware industry marketing homogenization.
Two types of hardware industry brands homogenization
When I visited the terminal , large and small agents have complained to the issue , because homogeneity directly competition ; store shopping guide staff , especially, on their own similar products of competitors and familiar ; and our marketing staff homogenization of the hardware industry is well aware. Thus, the hardware industry homogenization is now a common problem surfaced throughout the domestic industry , is sure to become the bottleneck of the future home industry brand development. After we understand its causes , in order to more in-depth understanding of homogenization , in this manifestation of homogeneity in the hardware industry are summarized as follows :
1 , Brand homogenization.
Hardware industry brand homogeneity is a historical reason for the accumulation of a long-term competitive industry formed during one of the most typical cases. Brand image is a branding other brands the most critical elements . But now the hardware industry in terms of brand image homogenization convergence performance momentum intensified. Different brands in the store image, so a series of promotional information on behalf of the brand image of the elements above all with a very similar form of expression , the most ironic is that many brands in the album there are a lot of aspects of the production of homogenization . This phenomenon stamina brand imitation category leading brands , he often appears. The most typical representative is the hardware industry and brick industries. Foshan hardware industry overall hardware brands, several brands are almost identical in construction of this store , the layout is almost the same, almost no difference in color and publicity, the only way to distinguish them is the brand name ; tiles as well, especially antique brick hall , out of several characteristics represent the brand elements outside , almost can not tell what 's unique brand of change .
2 , product homogeneity
Hardware industry homogeneity is very serious. The same category , the vast majority of products identical or different brands " likeness ." This was a common occurrence . Consumers in the purchase process , the only distinction is the brand and technology -related visual selling point. The face of industry product brands such homogeneity is speechless , and only continue to increase investment in order to get the brand awareness of consumers.
3 , marketing homogenization
Hardware industry brand homogeneity typical performance in terms of marketing is to follow the trend is serious. Please spokesperson for a brand , other brands followed Please , terminal sales when the star faces everywhere , and finally appeared celebrity endorsements industry get together ; one brand in strengthening the terminal building , the other soon to follow suit ; recent popular inside the industry to engage in training, construction companies Business School , but now have not seen that truly make achievements .
Three hardware industry homogenization solution
State regulation and home real estate industry saturation and other factors , so that future home competitive environment has undergone tremendous changes. Homogenization of the brand in the face of challenges must break only after a breakthrough brands have great development. Here, the author based on the hardware industry brand homogeneity understanding , to solve the homogenization methods are summarized as follows :
1 , build brand credibility to establish a strong corporate brand awareness through strong , weakening homogenization.
Build brand, establish a corporate brand. Large brands hardware industry should build brand. Through good corporate brand image , creating a competitive force , weakening the impact of homogenization . In this there is a successful case to illustrate. EU to send in a cupboard in the field was a huge success , but the hardware has been stagnant . But a good brand image and visibility in Europe to send cabinet Accumulation. For hardware play a huge role in the development process . A hardware dealer friend Yinchuan at the reception for the consumer when a process of communication learned : The consumer has purchased Opie cabinets and hardware for the EU to send a lot of interest. When asked why , is Opie hardware to her very good service , product and brand are very recognized. The consumers believe that since the EU belong to a faction hardware , should also be good . Regardless of my friend how the agency explained that consumers ultimately buy Opie hardware . Opie Hardware although not succeed in the hardware industry , but the case has fully demonstrated the power of the brand . As long as business management , corporate brand will certainly highlight the significant new advantages in the homogenization of competition.
2 , create a strong position, occupying a key position to compete Hardware category .
Create a strong position, to seize the minds of consumers of resources in the core position , occupying a key position to compete Hardware category . This method is mainly through brand marketing methods to reach consumers on brand recognition in the category . Hardware industry, which has a very successful case. Moen hardware from the United States , the brand is mainly made of metal products . The brand in the long-term brand-building process, and continue to strengthen the brand image of the craft in the sink , sink, sink design and related technologies , so that consumers around the world focused on the recognition of Moen sink top. Moen also deserved to become the first brand in the sink , a number of mainland Chinese real estate company with his hardcover properties specified sink is proof. So create a strong brand positioning in the homogenization process in order to facilitate competitive position.
3 , through the establishment of hardware products perceived quality, strengthen the brand personality.
Perceived quality is a major component of brand equity, through the establishment of the perceived quality of the homogenization of competition can be beneficial as invincible . Establish perceived quality hardware brand products can be achieved to avoid homogenization effect. Here, with a successful mattress case illustrates , for the hardware industry peer reference : Perceived quality is the most successful cases mousse Cage mattress. Mousse Cage by anatomical structure of the mattress , showing each component , a typical skeleton sleep system operation and explain the combination of mousse Cage mattress. The decomposition of these marketing actions perceived quality mattress mousse Cage show the most . Finally, there is an invitation to you to experience each one of your favorite products, the perceived quality and experience of marketing the perfect combination. Through the establishment of consumer response to the perceived quality of homogeneity is also a very effective way.
4 , designed to strengthen the response to the homogenization of the product
Homogenization of the essence : the lack of design, constantly copying and imitation. Products are designed to strengthen the response to the homogenization of the most direct way . Because the innovative product design will give the market time to win brand . The most successful hardware industry, which is an international brand companies. Like Hansgrohe , Grohe and other hardware brands, the opportunity to launch new products every year . Every launch of the new refreshing. Powerful design and a rich product portfolio , allowing them to compete in the face of the homogenization process is always in a good position.
5 , improve manufacturing process technology to deal with homogenization.
Manufacturing process can also be an effective way to deal with homogenization . The same product, to take a different technology to produce the same product will be totally different results . Guangdong home manufacturing processes and technologies significantly due to the mainland , making the product a lot of similarities , but obviously there are different quality ; small cupboard production and Opie same style, texture and workmanship is completely different ; hardware industry, which is even more obvious, Germany many hardware brand through their manufacturing process of products, so there is no way to imitate China , as well as the formation of a technology barrier. So the future and improve manufacturing process technology from more of the above hit homogenization.