China's hardware industry full interpretation: brand into the "public relations era"

In the hardware industry, after the implementation of the brand slogan and strategy for a decade or so, many brands have emerged and the differentiation between them has been so small that dealers and users can hardly distinguish them. This is an indication of the growth of the industry and is also a manifestation of the disorder and vicious competition. Endless corporate bosses are thinking about breaking their heads to tap the power of the channel and trying to seize this strategic place to make up for the disadvantages of products, funds, management, brands and so on. However, channel providers are not good at all. Everyone plays interests. Blindly emphasize short-term interests, the company will surely die.

For the hardware industry, the brand is not only an attractive breakthrough, but also a fortress that is difficult to attack. It is even a bottomless pit for entrepreneurs to covet. Disregarding the company's hard-power competitions such as R&D, manufacturing, and capital, as well as the management, culture, marketing, and other soft power battles, the company's strategies and tactics in brand building are indeed lackluster. For the hardware company, under the circumstances that the funds are not very strong, and everyone's brand strategy and marketing model are similar, how can we help the company increase the number of people in the media and advertising creativity and strategy equalization? Brand equity has become an urgent problem to be solved.

The era of advertising has begun to decline, but it will not disappear; the era of public relations is coming. This is a trend, the trend of the times, the trend of human development, and the changing trend of consumers' minds. This is true for all industries. Advertising directly tells consumers that utilitarianism; public relations are subtle and subtle, can be linked with more social responsibilities, can be more caring for the humanities, and can soften the color of commercial interests. The essence of a business enterprise is profitability, which is the rule of the market economy game as well as the result. This game itself is contrary to the factors of humanistic devotion and the ultimate significance and care of human religion. Even if there is a so-called Western Protestant reform, it recognizes the impetus for business. Legitimacy and religion. Therefore, in the bones, from the perspective of human ultimate concern and the negative effects produced by commercial advertisements, people prefer to believe non-utilitarian things. Therefore, the non-utilitarian nature of public relations can improve the company's brand spirit and moral awareness, which is of great significance for the long-term development of the company.

From the perspective of products or brand attributes, they provide two levels of function, one is material, for example, the tool helps to extend the function of the hand, Apple can supplement the function of vitamins; the other is the mental function, such as the tool in the realization of material functions At the same time, it can make humans more relaxed and liberate human beings. Apple can be a person's physical health at the same time, then get spiritual pleasure, etc., and can also be extended more. The essence of all this is because people are both animal sensers and also have spiritual needs. People with emotional needs. Therefore, the highest state of a product or brand is to satisfy two levels at the same time. The first level is the basis, and the second level is the sublimation, and the second property of the product can often be directly linked to the social image of the company. The great function of the advertisement will help realize the first function of the product, directly telling consumers what will be obtained, and the public relations behavior (highest level of public relations behavior) will be linked with the social responsibility and help build a strong spiritual symbol of the company. Morality is directly linked. For example, Bosch Power Tools, which directly sponsors vocational schools to help students know their skills, can reflect to society that they are considering issues for the society in non-utilitarian colors. The existence of companies is not solely for making money, but for the development of society. . In this way, the company will immediately gain greater brand influence, and this brand is much more solid than the brand awareness generally established only through the form of advertising, because it incorporates moral identity in it. General brands can't do it.

The hardware industry is still in the initial stage of brand building. On the one hand, it is the problem of its own recognition. On the one hand, it is the issue of corporate funds, and there is a wrong way. The hardware media is the core media of brand communication, but apart from advertising and soft papers, there seems to be no other one. Under such circumstances, companies must exert their imagination, pay attention to the development of the industry and the development of society, and stand at the height of society and help. Realizing the development of the industry is a big perspective in the field of economic public relations. In addition, sponsorship, charity, and event public relations marketing can quickly establish the brand of the company. For example, in the hardware tool industry, Wendeng can engage in a conference such as the "Development Proposal for China's Hardware Industry", standing on the perspective of industry self-regulation and development, and calling for the establishment of an "industry upgrade" strategy. It can naturally become the industry leader. This kind of thing is actually very simple, but business is unexpected.

For example, media alliances can form dozens of core brand enterprise alliances, similar to the concept of G20 countries in the world, and recognition of the social status of these large enterprises.

In a word, the era of hardware PR can come. Enterprises are actively asking for, or passive follow-up, will lead to a result that is not moving.