Hardware Industry "Regional Brand" Construction Countermeasure Analysis

With the rapid development of China's hardware industry in recent years, the "regional brand" awareness of the hardware industry is strong, and the regional brand construction has also set off an upsurge. A regional brand is a special “industrial cluster” that refers to a certain region. It symbolizes the history and status quo of the industrial cluster and represents the regional industrial cluster. At the same time, the regional brand is also a recognition system. This identification system is composed of regions (names And the name of the industry (product) is the core; it is legally represented as a certification mark or a collective mark. As a brand of an industrial cluster, a regional brand has both the attributes of an industrial cluster and the attributes of a brand.

In recent years, the regional brands that emerged in China's hardware industry include “Jinsha Hardware”, “Yongkang Hardware”, “Ryan Automobile & Motorcycle Fit”, “Xinchang Bearing”, “Zhongshan Lock”, “Hengli Mold”, “Cixi Auto Parts” and so on.

"Regional Brand" Status

As far as the current hardware industry development status is concerned, regional brands cannot compete with national brands in terms of financial strength, talent team, distribution team, research and development capabilities, and market input.

The characteristics of regional brands such as small scale, fast response, and strong policies make these regional brands survive in the market competition. Those regional brands that have abandoned their own advantages and characteristics have been suppressed by national brands and become the market's martyrs in the process of competition in the market.

"Regional Brand" Construction Countermeasures

How does the hardware "regional brand" compete with nationally-renowned brands in fierce competition? The author believes that the following aspects should be started.

First of all, it should be market-oriented. Regional economic brands must rely on markets outside the region. Only according to the needs of the market, continue to develop high-end products, ensure that product production in front of market needs, in order to win enough market share in order to create a brand economy.

Second, take the differentiated route. Nowadays, the homogenization of hardware products has become increasingly fierce. Products with no unique advantages are difficult to open up in the competition. Differentiated products are more attractive to consumers.

In addition, change the industrial model. At present, China's hardware industry is still in the mode of rough processing, the level of industrial chain integration is relatively low, and the degree of industrial association and concentration is not high. Hardware companies must integrate their products in terms of product integration, value integration, and knowledge integration to form an industrial chain. Advantageous resources and production factors, to achieve industrial transformation and upgrading and intensive development.

Therefore, China's hardware regional brand only from the above three aspects to enhance, in order to maintain their own advantages in the market competition. And in the future market economy environment continues to grow their own brand and market size.