In the past 30 years of reform and opening up, China's economic development has attracted worldwide attention. China's color TV, washing machine, machine tools, automobiles and many other products rank first in the world. Obviously, China is truly a "world factory" and a "manufacturing power". In contrast, China's world-famous brands are rare, and there is still a distance from the brand power. Luo Baihui, executive secretary of the International Association of Mould & Hardware Plastics Industry Suppliers, pointed out that in the face of the impact of the tide of economic globalization in the 21st century, Chinese enterprises must realize the transformation from "Made in China" to "Created in China", only through independent innovation and formation of their own Only when a strong brand can occupy a place in the fierce market competition can China be built into a real economic power and a brand power. Environmental Analysis of China's Brand Building 1. Premier Wen Jiabao of the government said: "We must proceed from the strategic height of realizing the great prosperity of the country's prosperous nation and encourage our outstanding enterprises to strive for the world's top brands." How much return can you bring to the company? The answer is 227 times. If enterprises want to take the initiative in the brutal market competition, they should seize the commanding heights of the brand. 2, the industry according to Hurun China brand list (including "2010 Hurun Brand List" and "2010 Hurun Private Brand List"): real estate, finance, tobacco and alcohol, clothing and home appliance manufacturing industry was born 65% of the most valuable Chinese brand. Among them, there are 21 real estate, 18 financial, 13 tobacco, 11 clothing, 8 wine and home appliance manufacturing, and 6 information service industries. Manufacturing and some state monopoly industries pay insufficient attention to brand building, just staying at the product level and not raising products into brands. 3, enterprises Chinese entrepreneurs can no longer be small and wealthy to eat the leftovers left over from the world brand, and honestly do OEM business. Qualified leaders must strive to be leaders in the industry, use their dreams to motivate employees, and share the future with employees. Therefore, Chinese entrepreneurs need to have a dream and ambition to be a century-old brand, to transform from OEM to OBM. The highest practice in business management is brand management. Invisible and tangible, with brand control of capital. The brand strategy is that the enterprise regards the brand as its core competitiveness to obtain differential profit and value. Its essence is to create a differentiated competition strategy. 4. Consulting organizations The success of American brand development is due to the existence of hundreds of professional brand consulting services. There are fewer than 20 brand consulting agencies in China. 70% of US listed companies have branded. Less than 10% of China's listed companies have branded. This is the gap. At present, Chinese enterprises have misunderstandings about the internationalization of brands. The main manifestations are: some local governments are eager for quick success, and they pursue political achievements, which is not harmful to enterprises becoming bigger and stronger. The evaluation system is imperfect and unscientific. It’s ridiculous to pay for prizes, more money for big prizes, and less money for small prizes. Consumer brand awareness and inclinations have not been effectively guided. There is a phenomenon of blindly worshiping foreign brands and ignoring national brands. Luo Baihui, executive secretary of the International Association of Molds and Hardware and Plastics Industry Suppliers, believes that the main reason for these phenomena is that the government has put forward the requirements for brand building, but there are no specific implementation measures and support plans. The understanding of the brand is shallow, and only the product is advertised, and the entrepreneurs are speaking everywhere. There are very few real brand enterprises in China. At present, the top 20 brands are concentrated in the central enterprises of resources. Many companies with accumulated resources are giants in scale, but in essence they are brand gnomes. China's brand export ability is weak, mostly for primary products, and a single OEM product is currently in existence. The coordination of various departments is weak, resulting in weak brand protection. There are many counterfeit brands in the market, and it is difficult to fight fakes; it does not pay attention to brand crisis public relations, and on major issues, it breaks through the moral bottom line of being a human being.
Chinese brands go to the world hardware enterprise marketing transformation "Made in China" hardware products in the international market, the key to the lack of competitiveness in the international market is the lack of industrial brands and innovation, many hardware companies in the "old name" situation is not good, decades of technological innovation, Not having your own brand is a key factor. Throughout the hardware market in China, competition has become fierce, with vicious price war as the main means of competition, to lower prices to win customers, and there is little brand concentration. In the international market, it is less competitive and its competitive advantage is weakening. How can we make China's hardware manufacturing industry bigger and stronger? Improve international competitiveness? Luo Baihui, the executive secretary of the International Association of Mold and Hardware and Plastics Industry Suppliers, pointed out that it is a long and difficult road for China's hardware industry to change from a world manufacturing country to a brand big country. Only by identifying the bottlenecks and breakthroughs that restrict the development of China's hardware industry brand. In order to improve competitiveness. What Chinese hardware companies need to do is to adapt to the high demand of high-end equipment manufacturing such as automobiles, home appliances, and shipping industries, and implement product upgrades to produce excellent products. In other words, China's hardware companies must develop their own brands in order to win in the terminal market. Some people may think that: hardware is a relatively low-end industry, we are small enterprises, nothing can be innovative, can not be done very high-end, very environmentally friendly, it is more difficult to establish a brand. Well, let's take a look at the hardware companies in Taiwan, which are mostly small in scale, but they are now the strongest manufacturers of hardware tools. Why is this? Luo Baihui believes that the key factor affecting the value of a country's brand is the overall image of a country's "industry brand" and the degree of brand industrialization. No matter how small the hardware companies in Taiwan attach importance to technology investment, they attach great importance to the brand and quality of the products. Some brand products in the United States, Japan, the European Union and other countries and regions are also strong brands. In the medium and long term, China still needs to start domestic demand, especially consumer demand, change the mode of economic growth, and change the growth mode driven by export in the past. The production of hardware products in China, from “Made in China†to “Created in Chinaâ€, is the key to brand and innovation. In the field of automotive fasteners in China, due to the lack of independent intellectual property rights and brands, the Chinese market has become a big meal for the world's fastener giants. Today, passenger cars, the introduction of brand cars account for more than 80% of China's car consumer market. The well-known brands of these high-end cars are assembled on domestic production lines, and more than 60% of the fasteners on the cars are imported. It is understood that the ordinary standard parts exported by China only sell for 1200 US dollars/ton in the international market, while some high-grade fasteners imported are 8000-10500 US dollars/ton, a difference of 7-8 times. Among the imported car models, foreign investors contributed 30%, owned about 50% of the shares, but took 70% of the profits, while Chinese companies can only get 30% of the profits. This of course is related to the foreign ownership of these fastener products, and there are still some objective reasons, there are certain problems in the stability of our fastener products and manufacturing quality, as well as brand factors. Another example is China's pump and valve industry, Huang Zuoxing, president of the Wenzhou Pump and Valve Industry Association, once said: "In the past, a train skin valve was sold out and sold for 1 million yuan. Now 2 valves can sell 1 million yuan. The increase in the content will greatly increase the profits of the company. Therefore, continuously increasing technological innovation is also a problem that the Chinese hardware industry cannot avoid. In the aspect of sanitary brand marketing, domestic enterprises are constantly seeking new and effective. In addition to advertising, channel network and terminal sales, Internet marketing has become a major focus. Some enterprises may further promote the pace of listing and obtain at the capital level. Progress; at the same time, some companies will continue to strengthen the differentiation of brand positioning, such as the division of regional markets, the division of high-end and so on.
1. Real estate regulation will affect the sales of sanitary products In recent years, China's real estate industry has attracted the attention of ordinary people. The pressure of housing prices has made the real estate industry full of bubbles. In the face of this phenomenon, the state has introduced a number of policies to regulate, and in the near future, the "restriction order" has been introduced again, which will also mean that the sales of housing will be affected, of course, this is mainly for the stricter restrictions on purchases. The city, the related sanitary industry may be affected. 　　 2, environmental protection and water saving will become fashionable Today, the low-carbon environmental protection has become a trend, the sanitary industry is also facing reform. In 2010, some of the more forward-thinking companies have launched a series of water-saving products, such as the seamless toilet of Osman. Entering 2011, the trend of environmental protection and water saving will become more obvious, and new technologies will continue to emerge, especially the main enterprises on the list of “Top Ten Brands in Chinaâ€. 3. Consumers shift from “sensible consumption†to “rational consumption†With the improvement of people's living standards and the popularization of sanitary ware brand promotion, the phenomenon that consumers did not pay much attention to the sanitary ware industry has gradually changed. Consumers' attention to sanitary products has increased, which has led to a slower understanding of the knowledge of sanitary products. The original "fuzzy consumption" has gradually become clearer. Abandoning the traditional focus on appearance and style has become a focus on quality and taste. 4, the brand into the main competitiveness As consumers change from "sensible consumption" to "rational consumption", their brand awareness is gradually strengthened, the brand becomes the primary factor in their purchase of bathroom products, 2010 Aussie bathroom, The hot sale of the top ten sanitary ware brands such as Gold Bathroom, Apollo Sanitary Ware and Shenluda proves this, which also leads to an increase in the added value of the brand of sanitary products. The competition in the same industry is mainly the competition of brands, eliminating low-end brands and entering high-end brands. This is a necessity. In the ranks of “Top Ten Brands of Chinese Sanitary Wareâ€, many companies have already started their actions. 5. The transformation of the marketing model The efficiency of the traditional marketing model is gradually decreasing. The development of a new marketing model or a combination of the new marketing model and the traditional marketing model has become an inevitable choice for enterprises. In this transformation, in addition to systematic integrated marketing attention, the advantages of Internet marketing are self-evident, F4 topic integrated marketing, FEA network integrated marketing, FEAVA flying dance integrated marketing communication and other new marketing actual combat system will win a very wide range. application. The top ten sanitary brands have also stepped into network marketing. Many brands such as Aussie Sanitary Ware, Gold Bathroom Sanitary Ware, Apollo Sanitary Ware, Shenlu Da, Hengjie Sanitary Ware have taken steps in network integration marketing communication. China's first-line sanitary ware market has reached saturation, the sublimation and breakthrough of sanitary ware products, the continuous development of sanitary ware enterprises, and the development of the market is very necessary. China's third- and fourth-tier markets have become the focus of enterprises, ceramics to the countryside It has also become a hot topic, and companies have taken action to enter the rural market. In this situation, we must first understand the characteristics of the third- and fourth-tier markets, in order to do well in the third- and fourth-tier markets, otherwise all actions are blind. At the beginning, Ni Runfeng’s home appliances to the countryside had ended in failure, which was the result of hasty actions. To attack the third- and fourth-tier markets, we must start with market research. The well-known McKinsey Consulting Company found that in many unobtrusive small towns, there are hundreds of millions of consumers with certain spending power. They are important development opportunities in the next decade, but multinational companies and big Some domestic manufacturers of durable consumer goods also ignore this market. In fact, the total household income of these small towns is about 50% higher than the sum of first- and second-tier cities, and in the next 20 years, the number of households with a middle-age income of more than 35,000 in small towns will increase by 7.6 million per year, which is faster than the urban growth rate. Still fast. The company has also overlooked a major opportunity, namely the potential of wealthy families in small towns. The so-called potential means that this market has not yet been developed. Enterprises often do not pay attention to these small towns. They think that these places are too poor. In fact, although 20 million households in these places have relatively low incomes, the survey found that these places have an average monthly income of 1400 yuan, which is 43 million households. They are the mainstream consumption of the market. group. Another potential wealthy group, with an average monthly income of 3,800 yuan, has 35 million households. In China, this income level family not only has the ability to buy necessities, but also the ability to buy some luxury goods, and the income of this potential wealthy group. It is close to the monthly income of 4,300 yuan in China's first-tier cities, so this group is the primary target customer of the enterprise, and the mainstream group in China's small towns also constitutes an attractive market. So what is the difference between consumer psychology and consumer behavior in China's small towns and big cities? Because the former is a relatively unfamiliar market for enterprises, understanding their psychology and behavior is crucial to formulating corporate brand development strategies and marketing guidelines. Among the potential wealthy groups in small towns, the proportion of young people is higher than that of big cities. The proportion of 18 to 34 years old accounts for 55%, and one third of them have received at least tertiary education. Therefore, the wealthy groups in small towns have unique consumption needs and characteristics. They spend more rationally, not like urban wealthy groups, and they are excited and excited. For example, wealthy groups in small towns will not spend hundreds of dollars or more to listen to a concert or go to nightclubs, like most people in the city. The wealthy groups in small towns pay more attention to the stability of life. With money, the first thing to think about building a comfortable home, rather than high consumption, has brought great business opportunities to the home furnishing industry. In summary, brand and innovation can be described as a magic weapon for Chinese hardware companies to improve their competitiveness. Chinese hardware companies should work hard on these two aspects to make them bigger and stronger and improve their competitiveness.
Chinese brands go to the world hardware enterprise marketing transformation "Made in China" hardware products in the international market, the key to the lack of competitiveness in the international market is the lack of industrial brands and innovation, many hardware companies in the "old name" situation is not good, decades of technological innovation, Not having your own brand is a key factor. Throughout the hardware market in China, competition has become fierce, with vicious price war as the main means of competition, to lower prices to win customers, and there is little brand concentration. In the international market, it is less competitive and its competitive advantage is weakening. How can we make China's hardware manufacturing industry bigger and stronger? Improve international competitiveness? Luo Baihui, the executive secretary of the International Association of Mold and Hardware and Plastics Industry Suppliers, pointed out that it is a long and difficult road for China's hardware industry to change from a world manufacturing country to a brand big country. Only by identifying the bottlenecks and breakthroughs that restrict the development of China's hardware industry brand. In order to improve competitiveness. What Chinese hardware companies need to do is to adapt to the high demand of high-end equipment manufacturing such as automobiles, home appliances, and shipping industries, and implement product upgrades to produce excellent products. In other words, China's hardware companies must develop their own brands in order to win in the terminal market. Some people may think that: hardware is a relatively low-end industry, we are small enterprises, nothing can be innovative, can not be done very high-end, very environmentally friendly, it is more difficult to establish a brand. Well, let's take a look at the hardware companies in Taiwan, which are mostly small in scale, but they are now the strongest manufacturers of hardware tools. Why is this? Luo Baihui believes that the key factor affecting the value of a country's brand is the overall image of a country's "industry brand" and the degree of brand industrialization. No matter how small the hardware companies in Taiwan attach importance to technology investment, they attach great importance to the brand and quality of the products. Some brand products in the United States, Japan, the European Union and other countries and regions are also strong brands. In the medium and long term, China still needs to start domestic demand, especially consumer demand, change the mode of economic growth, and change the growth mode driven by export in the past. The production of hardware products in China, from “Made in China†to “Created in Chinaâ€, is the key to brand and innovation. In the field of automotive fasteners in China, due to the lack of independent intellectual property rights and brands, the Chinese market has become a big meal for the world's fastener giants. Today, passenger cars, the introduction of brand cars account for more than 80% of China's car consumer market. The well-known brands of these high-end cars are assembled on domestic production lines, and more than 60% of the fasteners on the cars are imported. It is understood that the ordinary standard parts exported by China only sell for 1200 US dollars/ton in the international market, while some high-grade fasteners imported are 8000-10500 US dollars/ton, a difference of 7-8 times. Among the imported car models, foreign investors contributed 30%, owned about 50% of the shares, but took 70% of the profits, while Chinese companies can only get 30% of the profits. This of course is related to the foreign ownership of these fastener products, and there are still some objective reasons, there are certain problems in the stability of our fastener products and manufacturing quality, as well as brand factors. Another example is China's pump and valve industry, Huang Zuoxing, president of the Wenzhou Pump and Valve Industry Association, once said: "In the past, a train skin valve was sold out and sold for 1 million yuan. Now 2 valves can sell 1 million yuan. The increase in the content will greatly increase the profits of the company. Therefore, continuously increasing technological innovation is also a problem that the Chinese hardware industry cannot avoid. In the aspect of sanitary brand marketing, domestic enterprises are constantly seeking new and effective. In addition to advertising, channel network and terminal sales, Internet marketing has become a major focus. Some enterprises may further promote the pace of listing and obtain at the capital level. Progress; at the same time, some companies will continue to strengthen the differentiation of brand positioning, such as the division of regional markets, the division of high-end and so on.
1. Real estate regulation will affect the sales of sanitary products In recent years, China's real estate industry has attracted the attention of ordinary people. The pressure of housing prices has made the real estate industry full of bubbles. In the face of this phenomenon, the state has introduced a number of policies to regulate, and in the near future, the "restriction order" has been introduced again, which will also mean that the sales of housing will be affected, of course, this is mainly for the stricter restrictions on purchases. The city, the related sanitary industry may be affected. 　　 2, environmental protection and water saving will become fashionable Today, the low-carbon environmental protection has become a trend, the sanitary industry is also facing reform. In 2010, some of the more forward-thinking companies have launched a series of water-saving products, such as the seamless toilet of Osman. Entering 2011, the trend of environmental protection and water saving will become more obvious, and new technologies will continue to emerge, especially the main enterprises on the list of “Top Ten Brands in Chinaâ€. 3. Consumers shift from “sensible consumption†to “rational consumption†With the improvement of people's living standards and the popularization of sanitary ware brand promotion, the phenomenon that consumers did not pay much attention to the sanitary ware industry has gradually changed. Consumers' attention to sanitary products has increased, which has led to a slower understanding of the knowledge of sanitary products. The original "fuzzy consumption" has gradually become clearer. Abandoning the traditional focus on appearance and style has become a focus on quality and taste. 4, the brand into the main competitiveness As consumers change from "sensible consumption" to "rational consumption", their brand awareness is gradually strengthened, the brand becomes the primary factor in their purchase of bathroom products, 2010 Aussie bathroom, The hot sale of the top ten sanitary ware brands such as Gold Bathroom, Apollo Sanitary Ware and Shenluda proves this, which also leads to an increase in the added value of the brand of sanitary products. The competition in the same industry is mainly the competition of brands, eliminating low-end brands and entering high-end brands. This is a necessity. In the ranks of “Top Ten Brands of Chinese Sanitary Wareâ€, many companies have already started their actions. 5. The transformation of the marketing model The efficiency of the traditional marketing model is gradually decreasing. The development of a new marketing model or a combination of the new marketing model and the traditional marketing model has become an inevitable choice for enterprises. In this transformation, in addition to systematic integrated marketing attention, the advantages of Internet marketing are self-evident, F4 topic integrated marketing, FEA network integrated marketing, FEAVA flying dance integrated marketing communication and other new marketing actual combat system will win a very wide range. application. The top ten sanitary brands have also stepped into network marketing. Many brands such as Aussie Sanitary Ware, Gold Bathroom Sanitary Ware, Apollo Sanitary Ware, Shenlu Da, Hengjie Sanitary Ware have taken steps in network integration marketing communication. China's first-line sanitary ware market has reached saturation, the sublimation and breakthrough of sanitary ware products, the continuous development of sanitary ware enterprises, and the development of the market is very necessary. China's third- and fourth-tier markets have become the focus of enterprises, ceramics to the countryside It has also become a hot topic, and companies have taken action to enter the rural market. In this situation, we must first understand the characteristics of the third- and fourth-tier markets, in order to do well in the third- and fourth-tier markets, otherwise all actions are blind. At the beginning, Ni Runfeng’s home appliances to the countryside had ended in failure, which was the result of hasty actions. To attack the third- and fourth-tier markets, we must start with market research. The well-known McKinsey Consulting Company found that in many unobtrusive small towns, there are hundreds of millions of consumers with certain spending power. They are important development opportunities in the next decade, but multinational companies and big Some domestic manufacturers of durable consumer goods also ignore this market. In fact, the total household income of these small towns is about 50% higher than the sum of first- and second-tier cities, and in the next 20 years, the number of households with a middle-age income of more than 35,000 in small towns will increase by 7.6 million per year, which is faster than the urban growth rate. Still fast. The company has also overlooked a major opportunity, namely the potential of wealthy families in small towns. The so-called potential means that this market has not yet been developed. Enterprises often do not pay attention to these small towns. They think that these places are too poor. In fact, although 20 million households in these places have relatively low incomes, the survey found that these places have an average monthly income of 1400 yuan, which is 43 million households. They are the mainstream consumption of the market. group. Another potential wealthy group, with an average monthly income of 3,800 yuan, has 35 million households. In China, this income level family not only has the ability to buy necessities, but also the ability to buy some luxury goods, and the income of this potential wealthy group. It is close to the monthly income of 4,300 yuan in China's first-tier cities, so this group is the primary target customer of the enterprise, and the mainstream group in China's small towns also constitutes an attractive market. So what is the difference between consumer psychology and consumer behavior in China's small towns and big cities? Because the former is a relatively unfamiliar market for enterprises, understanding their psychology and behavior is crucial to formulating corporate brand development strategies and marketing guidelines. Among the potential wealthy groups in small towns, the proportion of young people is higher than that of big cities. The proportion of 18 to 34 years old accounts for 55%, and one third of them have received at least tertiary education. Therefore, the wealthy groups in small towns have unique consumption needs and characteristics. They spend more rationally, not like urban wealthy groups, and they are excited and excited. For example, wealthy groups in small towns will not spend hundreds of dollars or more to listen to a concert or go to nightclubs, like most people in the city. The wealthy groups in small towns pay more attention to the stability of life. With money, the first thing to think about building a comfortable home, rather than high consumption, has brought great business opportunities to the home furnishing industry. In summary, brand and innovation can be described as a magic weapon for Chinese hardware companies to improve their competitiveness. Chinese hardware companies should work hard on these two aspects to make them bigger and stronger and improve their competitiveness.
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