There are great differences in the strategic choices between industrial products and FMCG. For FMCG products, differentiation can be created through continuous innovation of product brands, seeking different brand positioning and capturing consumers' minds. For example, in the juice, there may be pure juice in the source, then the fruit orange can create a new brand of fruit juice, the farmer orchard creates a mixed juice, the Wahaha makes milk juice, etc. They are in their new category. It has become the first brand. This is the core method of FMCG marketing. The originator is called the brand positioning method. Chinese marketers often change their own concepts called cutting method. Why fast consumer goods can use this method to achieve strategic differences, the core lies in two points: First, the consumer's needs are different, the change is very fast, consumers like the use of fast-moving goods like fresh; Second, fast-moving goods With a little change and innovation, it is possible to create different categories of products, so that they can be clearly distinguished from competitors and achieve strategic separation. However, industrial products are very different. First of all, the state has certain standards for the production of industrial products. Most of the products of the enterprises can meet the national requirements. If the products are to be continuously innovated, it is difficult and requires continuous capital investment. It is a big challenge for enterprises. Second, when users purchase industrial products, especially tool industrial products, they can basically distinguish between industrial grade and professional grade. The same products, different brands, buyers will definitely choose low prices. Therefore, the marketing of industrial products has its own distinctive characteristics. In the market situation where the homogenization is very serious, the industrial development is in the growth stage. How to determine the development strategy of the enterprise becomes the primary problem for the enterprise. From the analysis of the characteristics of hardware tools, it is difficult to make a big difference in products. Sometimes it is not necessary. It is very special in special work situations, and it may be necessary to test the enterprise. R&D and innovation capabilities. For example, the steel shield brand has just become a supplier to a large enterprise. The core reason is that the superstar has already had a group of mature R&D personnel, which can provide the most suitable products according to the specific requirements of the purchaser. It is difficult for other domestic companies to meet this requirement. According to this, we can say that the first strategic development model of hardware industrial products is to be a big brand, as rich as possible in the product line, to achieve the one-stop procurement needs of dealers and buyers; the second strategy is to specialize Accurate and brand positioning accurate strategic approach. For example, many foreign family-owned enterprises, Weihan, Festo, pb, etc., these brands focus on the deep research and development and manufacturing of certain types or products, can form their own core competitiveness, so they can exist in the market for hundreds of years. . No matter what kind of strategy is adopted, the ultimate goal is to find differentiation, to separate opponents, and to obtain certain market development space. And let us look at the development path of domestic tool companies. For large enterprises, such as superstars, the route is definitely a big brand strategy, long product line, heavy marketing, and even cut into the channel field. Antuo, Yi Ertuo, Maibo, etc. are the route; secondly, many simple The "porter" company does not have its own research and development capabilities. The products are almost all oem. They also want to be big brands, but because of their poor blood production capacity, they are currently in painful choices; for another strategy ——Specialization, at present, Chinese companies seem to be less interested, because everyone has no time to work hard and invest a lot of money to study products. For Chinese hardware and tool companies, it is time to sit down and choose a development strategy. In the case of serious homogenization of products and marketing, it is better to look for another way - to specialize in a certain field, instead of sticking to it and doing big brands.
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