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In the trend of personalized and diversified consumption, the “one size fits all†approach has not worked. In the hardware industry, the medium, high and low end consumer markets have different needs for products. For hardware companies that are actively seeking more markets, implementing a multi-brand strategy is undoubtedly a great tool for expanding market share.
Segmentation of strategic market brand positioning is more clear
The consumer market has medium, high and low points. According to the different needs of various consumer markets, hardware companies have developed a targeted brand strategy, which is more conducive to segmenting the market, including more consumers, and making the brand image in the eyes of consumers. It is more clear and focused, which is conducive to the rise of corporate brands from “well-known in the industry†to “well-knownâ€.
Ningbo Jiejie Tools is a well-known auto parts manufacturing supplier. In the process of its brand implementation strategy, the domestic market mainly promotes the “JJtools†brand, while the overseas market mainly promotes the “jerway†brand to adapt to different domestic and international consumption concepts.
Multi-brand can effectively avoid the "linking effect"
In the case of a crisis in the brand, for example, if a company's brand has quality problems, its products of various categories must be implicated. Multi-brand is the best in terms of brand operation.
In summary, the multi-brand strategy has great advantages: attracting more consumers and highlighting brand competitiveness. However, it should be noted that there are certain risks in the multi-brand strategy, which makes the hardware enterprises easy to cause confusion, the tail can not be lost, and the poor management will drag the enterprise.
Since many brands are difficult to remember by more consumers, it is often the same corporate brand that is mistaken for another company's business name. These are all there. In addition, the counterfeiting and cottages in the current market are serious, and the awareness of corporate rights protection is very weak. Multi-brand strategy will bring greater counterfeiting and imitation risks to enterprises, and at the same time put forward higher requirements for hardware companies to defend their intellectual property rights.
How to develop the road of China's hardware brand, how to develop the multi-brand strategy of hardware, these need "hardware people" to cross the river by feeling the stones, constantly explore, and steadily move forward in the exploration.
Multi-brand strategy analysis of hardware enterprises
China is now in a period of rapid development, and the hardware market has a very large capacity. Not only are domestic hardware brands standing out, but many multinational corporations have also taken a fancy to the broad prospects of the Chinese hardware market and have entered the Chinese market.