Multi-brand strategy accelerates the rise of industry leaders

Abstract China International Hardware Expo 2010 was held in Guangzhou from 10th to 12th. The author learned from the organizing committee that there are five exhibition halls in this expo, with more than 4,200 booths, including 2,500 standard booths. Its product range includes manual work...

The 2010 China International Hardware Fair was held in Guangzhou from 10th to 12th. The author learned from the organizing committee that there are five exhibition halls in this expo, with more than 4,200 booths, including 2,500 standard booths. Its product range includes hand tools, power tools, plumbing valves, small industrial equipment, fasteners, locks, home improvement products, machinery, welding equipment and hardware.

At this exhibition, the author was fortunate to invite Mr. Xu Jingzhi, the manager of Langfang Julong Hardware Abrasives Co., Ltd. to give a brief introduction to the company's relevant situation.

Founded in 1984, Langfang Julong Hardware Abrasives Co., Ltd. has a long history and has its own unique a€?tricka€? in terms of corporate management and business philosophy. In order to meet the needs of fierce market competition, the company launched a multi-brand strategy, with Robtec, Sanlu, Dihang and Jinxi as the mainstays, and formulated different brand positioning strategies for different markets. Among them, the emperor brand was launched in 2010, mainly in the northern market.

In addition to the multi-brand strategy, Julong Hardware Grinding Tools also subdivides the products. According to the different processing materials, the products are mainly divided into stainless steel special series, cast iron special series, cast steel special series and metal special series. Four series. In addition, the company has carried out product segmentation in the field of automotive film tails in accordance with the different machine power and the habits of domestic market users, and has deepened the needs of customers' manufacturing and processing.

For Xu Jingzhi, who has been engaged in the abrasive industry for five years, enterprises need to accurately grasp the development trend of the industry. He believes that the abrasives industry will inevitably take the brand route in the future. Therefore, the company has made efforts to build well-known trademarks in recent years. For example, a€?Sanlua€? has been listed as a famous trademark in Hebei Province. Secondly, the abrasives industry will take the road of specialization. In addition to the continuous segmentation and specialization of products, the high quality of products must not be ignored. Xu Jingzhi analyzed that China's current consumption trend is gradually shifting from the low end to the high end. The previous consumer market was jujube-like, and the two ends of the bathroom jujube were positioned as cheap and expensive products, and their sales were not as good as the middle price. However, in recent years, the domestic mid-to-high-end sales share has been increasing. To cater to the market's development trend, Julong Hardware Abrasives strives to develop high-end products, and its pricing can rank among the top ten in the industry.

According to Xu Jingzhi, the company's current export sales have previously accounted for 95% of the entire company's market, down to 70% today. With the gradual expansion of the domestic market and the retreat of the foreign financial crisis, the internal and external markets of Julong Hardware Abrasives have shown a double happiness situation this year. Domestic sales are expected to reach 4K million this year, and the annual output value of this year is expected to reach more than one billion.

Xu Jingzhi revealed that in the future development road, in addition to adhering to the inheritance trend of more than 20 years, the company will also plan to make products in a down-to-earth manner, continuously improve product quality; explore the pricing market, set the price to allow dealers to earn money, factories Do not lose the price of the price; do a good job of the company's production support, and maintain a reasonable supply. He firmly believes that to do these three things, the market of Julong Hardware Abrasives will continue to expand.

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