According to the classification of hardware tools and features of the current state of the industry competitive analysis, combined with the brand’s rule, China’s current brand of hardware tools industry competitive landscape is very unstable , and Stanley in addition to the world of high-end brands to occupy the position of leadership , other grade brand ranking is still unclear, which gives newcomers brought unlimited opportunities.

Due to the low cost and highly competitive , most companies are relying on cutting prices to gain market this way , corporate profits low, basically only reach to maintain production , but it is difficult to make money in the state , the consequences of a product low price , low value-added , low profits, companies do not have sufficient funds to sustainable development.

Outward development trend of domestic household hardware businesses are more obvious, at that time , though many companies within the industry , companies can not progress, it is difficult to improve the industry , resulting in numerous advantages , not eliminating the inferior . Hardware industry is moving from stealth brand gradually into the consumer’s perspective . Price competition, imitation, OEM production is limited to a certain historical period , with the development and competitiveness of industrial upgrading , improving product technology content , with their own patents, designs , focusing on brand building and marketing is the long-term development the best choice.

Domestic hardware tools industry brand competitive situation relatively shocks. Cedel and Stanley still occupy the leading position in China high-end brands , the other end brands ranking is unknown, which means that other brands remain unlimited opportunities. Seize this brand of chaotic neutral , squeezed into the top three brands speed development of the next five years to become the most worth considering .

First, almost all companies to operate in the use of the brand , will identify the differences in their respective grades of between major competitors , as the starting point of corporate strategy. However, many companies try to make such a mistake : just looking for product differentiation rather than brand differentiation . In addition to the price difference between the brand outside , it is difficult to distinguish the brand . According to the market price of the product will be the brand positioning, form : that is to resist the low prices , high prices is high-end brand image , largely hindered the implementation of brand marketing. This is what led to the Chinese mainland Hardware difficult to achieve the core issues in the high-end brands .

Brands include brand core values ​​and external performance difference between brands of the brand is to show the differences between the technology through positioning. Brand positioning is based on the needs of the target market and their own strengths to positioning . For example , Stanley : World tool specialists. Stanley used this slogan to highlight their own position in the world tool specialists. Highlights the strength of the enterprise for centuries on the core values ​​of the brand , corporate identity experts to reach segment with rivals . In other words, is to identify the target market , compared with competitors find themselves advantages, combined with market demand through a particular aspect of the performance characteristics of the customer’s needs , combined with the advantages of enterprise , a brand core values.