China's hardware industry should promote brand strategy to enter the automotive industry

Although China currently has tens of thousands of companies that produce hardware tools, it is still mainly small and medium-sized enterprises. Most of them are small workshop-type enterprises. Small shipments, single styles and many low-end products, and low-end products cannot satisfy the terminal. The demand of the market is the most important reason why companies are difficult to make big.

The competition in China's hardware market has become increasingly fierce, and companies have used vicious price wars as their main competitive means, and their brand concentration has been relatively low. In the face of increasingly homogenous products, consumers' choices appear to be arbitrary, so the price war has not harmed the company's own interests but has not brought about an increase in market share.

So how can China's hardware companies become bigger and stronger and occupy this market?

In fact, what China's hardware companies need to do is to adapt to the high threshold of the automotive and marine industries, implement product upgrades, and come up with excellent products. In other words, if China's hardware companies must win R&D and innovation in the terminal market, they must do their own brand.

In fact, the Taiwan region is also dominated by small companies. At present, it has become the strongest manufacturer of hardware tools. In this regard, relevant experts in Taiwan believe that hardware is a relatively low-end industry, but it can be done very high-end, very environmentally friendly, one of the important point is that Taiwan's hardware companies are paying attention to technology investment no matter how small, they attach great importance to the product The brand and quality.

In this way, for many small enterprises on the mainland, they will face a real problem: there is not enough funds and strength to engage in technological research and development. In this regard, experts believe that: the industry can establish a brand alliance, and then the alliance through the "dialogue terminal" form, to build a representative of the terminal and the company representatives direct information release and communication platform, explore the hardware industry convergence of other terminal industry docking mode.

Technological innovation is a prominent problem faced by hardware companies in their development. Therefore, technological innovation must be carried out in all aspects of product R&D design and technological transformation. In addition to the weaknesses of the hardware company's product R&D, design equipment mold technology and surface treatment technology, in addition to the enterprises themselves to strengthen the main body of technological innovation consciousness, enhance the power and ability of independent innovation, but also to focus on technological innovation and new product development In the increase of varieties, improve grades, improve scientific and technological content and increase the added value.

Brand is a symbol of a company and a concentrated expression of corporate culture and competitiveness. Therefore, increasing brand awareness, implementing brand strategy, and improving the overall competitiveness of enterprises have become an urgent task for hardware companies. First, companies must re-integrate the domestic market, develop or focus on the production of marketable products in accordance with market demand, and secondly, improve product quality, increase added value, and rely on the advanced technology accumulated in the past in the “OEM” production process. , To create its own brand; Third, we must improve the circulation area, promote deep industrial and commercial integration, the development of flagship stores and boutiques, the establishment of an online platform and other models to create the joint strengths of enterprises, and thus promote the brand strategy of China's hardware companies.