Analysis of brand gap between domestic hardware companies and developed countries. Although the domestic brand of the hardware industry has made great progress in recent years, it is analyzed from the participating companies, “Southern Industry, North Distributionâ€, which is the current development characteristics of the Chinese hardware industry. In the industrial bases of Shanghai, Zhejiang, Guangdong, Fujian, Jiangsu and other provinces and cities, no hardware companies in Zhejiang and Guangdong have come to participate in the Expo. As an important part of China's hardware map, the southwest region is absent. The lack of awareness of domestic hardware companies' own brand promotion is also the most obvious difference with the foreign hardware industry giants. At present, although there are a large number of hardware industry in China, compared with hardware companies in developed countries: First, the grade is not high. Except for a few products that can be classified into medium and high-end models, most of the independent brands of Shanghai hardware products are low-end products. Second, the scientific and technological content is not enough. Foreign hardware tools and joint venture brand products have adopted a large number of new technologies, new materials and new processes. In contrast, the technological content of the self-owned brand Shanghai Wujinjiao Power Tools is relatively low. Third, from the perspective of styling, some independent brands of Shanghai hardware products also have obvious imitation traces. Even if it is commissioned by someone else, it is not fashionable enough. Fourth, no matter from the shape or the interior, from the perspective of exquisiteness, there is still a considerable gap between the self-owned brand hardware products. The emergence of a large number of self-owned brand hardware products, that is, the things of the past few years, it is still difficult to compete with the old multinational hardware tools giants that have been in the past 100 or decades. At present, the main competitiveness of hardware tools independent brands in the domestic market is still low prices. With the continuous improvement of the localization level of joint venture brand enterprises and the further expansion of production scale, the cost is bound to drop sharply. The low price advantage of independent brand Shanghai hardware products will become less and less obvious and face greater challenges. From the Shanghai Hardware Fair, I have seen that some multinational hardware companies are planning to introduce some low-end and medium-grade tool products that have succeeded in foreign markets to China. With the brand effect, fashionable appearance and high-tech content, these safe, environmentally friendly and energy-saving economical hardware tools will bring tremendous pressure to domestic independent brands of Shanghai hardware tools. With the fierce competition in the domestic hardware market, the competitors of the hardware brand enterprise's own brand will not only be the counterparts of domestic independent brands, but also the multinational hardware tools giant. Only by facing the grim situation and its own gaps, and taking precautions, the domestic independent brand Shanghai hardware tools can stand in an invincible position in the fierce market competition, and maintain or expand their market share. Otherwise, it may be a shortfall.
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