Use the heart of clothing to operate hardware
2024-01-03 07:08:17
Using the heart of the clothing to operate the hardware, the new model that the author recently operated in the Dinglang hardware architecture market, after thinking about the Chinese hardware market, the overall impression is a word "chaos", this kind of chaos is a low The disorder of the hierarchical market organization form! From the low-end general-purpose large-scale wholesale model to the high-end agency system and specialty stores, across the marketing from EMKT.com.cn fault for more than 30 years. The hardware mentioned by the author refers to "decorative hardware".
Clothing and hardware are not related to the category, but from the perspective of marketing, they are isomorphic. Apparel at the product level is: color matching, style, fabric. The hardware is at the product level: surface treatment, style, material. Both have similar product elements. The clothing from the beginning of the warm shame function evolved into the beauty of the dressing function and then the brand appeal of identity and identity. On the other hand, hardware is also developing, and it is lagging behind the clothing industry at the level. At present, it is limited to its use function and quality appeal, and the psychological appeal and positioning of the brand are far from being involved. With these two isomorphisms, clothing can be used as a model for hardware reference! And hardware, there is no industry model and benchmark as a reference. To rise in the messy hardware market, the branding road is the only choice!
Put an end to fakes. Hardware is the easiest category for OEMs. If you take the road of branding, with the flood of fakes, it will be a hard road of branding! PLYBOY's fakes accompany the brand road, making many brands of fans reluctantly cut love , choose another new love. In the hardware industry, there is also a sample bidding for A, and the quality of B is supplied. This unspoken rule industry is tacitly confessed, making consumers difficult to distinguish between true and false, and the brand has been influenced by Tao Li. As a hardware, we must eliminate the loopholes in counterfeit goods from the first step of the branding road, from the link, mode, control, and process, and be the shortcut to the branding road!
Model innovation. Hardware in building materials "target=_blank> building materials industry and marketing industry within this circle group, the brand has a certain degree of awareness, but in the consumer, but no brand concept. Consumers understand the building materials when the decoration" target=_blank> Building materials and choice of brands, specialty stores, image store grades and image is the brand feeling in the eyes of consumers, combined with the word-of-mouth communication of consumers, the brand has formed. It is precisely because of this feature that there are many hardware brands and the development level is not uniform. The operation level of the agents determines the position of the brands in different markets. In the 芸芸 hardware brand, the emergence of a sudden emergence, the model of adherence is still the current low-level operation level, model innovation in line with the actual market conditions is a broken instrument.
Deep understanding of hardware. The staleness of a house comes first from the looseness of the connecting parts, falling off, and then the rust and dripping of the hardware. If the consumer replaces, I have to ask the maintenance worker and the corresponding accessories. I really want to repair it, but it is very troublesome. If the problem exists, it is like squatting in the throat. Therefore, the hardware should be the last item to be replaced in a house, and then exaggerated, the house is refurbished, the hardware should still shine, and can not bear to give up. Branded hardware is to let consumers eliminate the troubles in the future. If you compare the house to an adult, the hardware inside is like a woman's ring, a man's watch!
Sales agency. Most of the hardware channel dealers have been engaged in the hardware business for many years. After the manufacturers have provided qualified products and settlement discounts, the business has continued. Compared with other industries, this kind of vendor relationship is very loose and broad, and the author feels as indifferent as the grocery market. The channel provider is the support point of the brand and the soil for brand growth. As a brand supplier, the author believes that the mode of the joint marketing should be adopted, and the manufacturers should jointly cultivate the brand growth, jointly overcome the market problems, and grow together with the growth of the brand. This is not only wealth, opportunity, but more importantly, the progress of the concept and the improvement of the operational level.
idea. The brand awareness of the hardware industry is very weak. The straightforward point is business and interests! There is no core market concept around brand growth. The idea is the decision-making principle that manufacturers jointly work in marketing. With this principle, there will be a common "unified front", manufacturers can be tacit, and united in the city! The idea is not only in the verbal, but through the specific process, cost support, business staff wisdom and sweat in the marketing work. Reflected.
Through the above deep understanding, under the guidance of senior marketing expert Liang Jinrui, the author has sunk the already formed Dinglang hardware branding road outline slightly: mode: with franchise franchise as the core model, that is, the exclusive store as the core to join The store is supported by the network layout. After this model is implemented, all the stores that sell Dinglang Hardware are directly contracted with the company, settlement and logistics. All storefronts are not allowed to have secondary product sales, only store sales and engineering sales. Under this model, the difference between the discount for the store and the discount for the franchise store is directly paid by the company to the store account. Under the process specification, the company effectively guarantees the effective input of the company's market expenses, so as to implement the high efficiency of storefront profit, thereby realizing the customer value value claim of high return on customer capital. Refined brand proposition: quality is the best, life is easy! The concept: through the practice of small-scale market, summed up the company's recognition and fully practicable concept: "One can not be less", this concept is aimed at the store, but also The hard indicator issued by the provincial manager, if there is a store closed, is to be accountable to the provincial manager. That is, the company pays the price of the store and the salary of the staff can not be closed. It emphasizes the grasp of the location of the provincial manager to open the store! "Manufacturer's joint sales body", from a strategic point of view, the final store will interact with the company. In order to achieve direct sales, from the operational point of view, the store is the virtual assets of the company, and all resources are used to support the promotion and expansion of the store. In the face of the customer's financial problems, the implementation of credit support, the "customer fee" support for the engineering bill, etc., to actively solve the difficulties in the physical store marketing work to reflect the true meaning of the joint marketing body. "Programming operation" completely reflects the charm of the franchise chain. Customers only need to follow the operation manual and specifications of Dinglang Hardware, plus the company's cost resources matching, success or failure, Dinglang Hardware to guarantee! The right is the prelude of Dinglang Hardware, which was born in the Chinese hardware market. On a certain day, when Dinglang is regarded as a phenomenon, it is not surprising, because the "pre-announcement" is already in the first broadcast.
Http://news.chinawj.com.cn Editor: (Hardware Business Network Information Center) http://news.chinawj.com.cn
Clothing and hardware are not related to the category, but from the perspective of marketing, they are isomorphic. Apparel at the product level is: color matching, style, fabric. The hardware is at the product level: surface treatment, style, material. Both have similar product elements. The clothing from the beginning of the warm shame function evolved into the beauty of the dressing function and then the brand appeal of identity and identity. On the other hand, hardware is also developing, and it is lagging behind the clothing industry at the level. At present, it is limited to its use function and quality appeal, and the psychological appeal and positioning of the brand are far from being involved. With these two isomorphisms, clothing can be used as a model for hardware reference! And hardware, there is no industry model and benchmark as a reference. To rise in the messy hardware market, the branding road is the only choice!
Put an end to fakes. Hardware is the easiest category for OEMs. If you take the road of branding, with the flood of fakes, it will be a hard road of branding! PLYBOY's fakes accompany the brand road, making many brands of fans reluctantly cut love , choose another new love. In the hardware industry, there is also a sample bidding for A, and the quality of B is supplied. This unspoken rule industry is tacitly confessed, making consumers difficult to distinguish between true and false, and the brand has been influenced by Tao Li. As a hardware, we must eliminate the loopholes in counterfeit goods from the first step of the branding road, from the link, mode, control, and process, and be the shortcut to the branding road!
Model innovation. Hardware in building materials "target=_blank> building materials industry and marketing industry within this circle group, the brand has a certain degree of awareness, but in the consumer, but no brand concept. Consumers understand the building materials when the decoration" target=_blank> Building materials and choice of brands, specialty stores, image store grades and image is the brand feeling in the eyes of consumers, combined with the word-of-mouth communication of consumers, the brand has formed. It is precisely because of this feature that there are many hardware brands and the development level is not uniform. The operation level of the agents determines the position of the brands in different markets. In the 芸芸 hardware brand, the emergence of a sudden emergence, the model of adherence is still the current low-level operation level, model innovation in line with the actual market conditions is a broken instrument.
Deep understanding of hardware. The staleness of a house comes first from the looseness of the connecting parts, falling off, and then the rust and dripping of the hardware. If the consumer replaces, I have to ask the maintenance worker and the corresponding accessories. I really want to repair it, but it is very troublesome. If the problem exists, it is like squatting in the throat. Therefore, the hardware should be the last item to be replaced in a house, and then exaggerated, the house is refurbished, the hardware should still shine, and can not bear to give up. Branded hardware is to let consumers eliminate the troubles in the future. If you compare the house to an adult, the hardware inside is like a woman's ring, a man's watch!
Sales agency. Most of the hardware channel dealers have been engaged in the hardware business for many years. After the manufacturers have provided qualified products and settlement discounts, the business has continued. Compared with other industries, this kind of vendor relationship is very loose and broad, and the author feels as indifferent as the grocery market. The channel provider is the support point of the brand and the soil for brand growth. As a brand supplier, the author believes that the mode of the joint marketing should be adopted, and the manufacturers should jointly cultivate the brand growth, jointly overcome the market problems, and grow together with the growth of the brand. This is not only wealth, opportunity, but more importantly, the progress of the concept and the improvement of the operational level.
idea. The brand awareness of the hardware industry is very weak. The straightforward point is business and interests! There is no core market concept around brand growth. The idea is the decision-making principle that manufacturers jointly work in marketing. With this principle, there will be a common "unified front", manufacturers can be tacit, and united in the city! The idea is not only in the verbal, but through the specific process, cost support, business staff wisdom and sweat in the marketing work. Reflected.
Through the above deep understanding, under the guidance of senior marketing expert Liang Jinrui, the author has sunk the already formed Dinglang hardware branding road outline slightly: mode: with franchise franchise as the core model, that is, the exclusive store as the core to join The store is supported by the network layout. After this model is implemented, all the stores that sell Dinglang Hardware are directly contracted with the company, settlement and logistics. All storefronts are not allowed to have secondary product sales, only store sales and engineering sales. Under this model, the difference between the discount for the store and the discount for the franchise store is directly paid by the company to the store account. Under the process specification, the company effectively guarantees the effective input of the company's market expenses, so as to implement the high efficiency of storefront profit, thereby realizing the customer value value claim of high return on customer capital. Refined brand proposition: quality is the best, life is easy! The concept: through the practice of small-scale market, summed up the company's recognition and fully practicable concept: "One can not be less", this concept is aimed at the store, but also The hard indicator issued by the provincial manager, if there is a store closed, is to be accountable to the provincial manager. That is, the company pays the price of the store and the salary of the staff can not be closed. It emphasizes the grasp of the location of the provincial manager to open the store! "Manufacturer's joint sales body", from a strategic point of view, the final store will interact with the company. In order to achieve direct sales, from the operational point of view, the store is the virtual assets of the company, and all resources are used to support the promotion and expansion of the store. In the face of the customer's financial problems, the implementation of credit support, the "customer fee" support for the engineering bill, etc., to actively solve the difficulties in the physical store marketing work to reflect the true meaning of the joint marketing body. "Programming operation" completely reflects the charm of the franchise chain. Customers only need to follow the operation manual and specifications of Dinglang Hardware, plus the company's cost resources matching, success or failure, Dinglang Hardware to guarantee! The right is the prelude of Dinglang Hardware, which was born in the Chinese hardware market. On a certain day, when Dinglang is regarded as a phenomenon, it is not surprising, because the "pre-announcement" is already in the first broadcast.
Http://news.chinawj.com.cn Editor: (Hardware Business Network Information Center) http://news.chinawj.com.cn
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