According to the classification characteristic of hardware tools and competition to the current industry analysis, combined brand of law, China's current hardware industry brand competition pattern 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 infinite opportunities. Because of low cost and highly competitive, most companies are relying on lower product prices to gain market, so that corporate profits is very low, basically can only reach to maintain production, but it is difficult to make money in the state, the consequences are products Low price, low value-added, low profits, companies do not have sufficient funds to continue development. Trend outward development of the domestic household hardware businesses are more obvious, at that time, although many companies within the industry, companies can not progress, the industry would be difficult to upgrade, resulting in numerous advantages, not eliminating the inferior. Hardware industry is moving from stealth brand gradually into the consumer perspective. Price competition, imitation, OEM limited to a certain historical period, with the development and competitiveness of industrial upgrading, improve the technological content of products with their own patents, designs, focusing on brand building and marketing is the long-term development the best choice. Domestic hardware industry brand competition situation relatively volatile. Cedel and Stanley still occupy the Chinese high-end brand leadership position, the other end brands ranking unknown, which means that other brands remain unlimited opportunities. Seize this brand confusion between assignments, squeezed into the top three brands velocity the next five years to become the most worthy of thought. First, almost all companies use the brand to operate, will find the differences in each grade between the major competitors of, as a 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 brand outside, it is difficult to distinguish the brand. The market will be based on the price of the product to 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. That led to China's domestic problems in hardware is difficult to achieve the core high-end brands. Brands include brand core values ??and the external appearance of the difference between brands is to show the difference between brands by positioning technology. Brand marketing expert Luo Baihui that brand positioning is based on the needs of the target market and their own advantages to locate. For example, Stanley: World tool specialists. Stanley such a slogan to highlight their position in the world tool specialists. Highlights the strength of a century enterprises in the core values ??of the brand, corporate identity experts to reach segment with rivals. In other words, it is to identify the target market, compared with competitors, find their strengths, combined with market demand by certain aspects of the performance characteristics of customer demand, combined with the advantages of enterprise, form the core values ??of the brand. Secondly, how to use the channel model, each enterprise should focus on their own business characteristics to choose. From the current market demand and channel characteristics, the high-end brand using direct sales model is unrealistic, product lines and sales will directly determine the network model. The current Chinese hardware tools market, the demand for mid-range products, great product which can cover two, three, four-line market, the use of monopoly chain model will have the basis for market demand. For Chinese domestic hardware brand, Luo Hui suggested that if the product line is long enough, you can try to transform the old auto shop, shortening channel, multi-distribution, deepen marketing. Hierarchical agent mode manufacturers must strengthen the management of dealers, embodied in the management of the terminal sales price Chuanhuo management, brand communication channels with management, market information feedback management aspects. Channel and pricing will be directly related to the health and long-term development of life and death, therefore, the need to carefully select the channel in the channel management needs refinement. Third, the brand and spread to China hardware tools industry, we must first solve the location problem. Subsequent to solve is the relationship between the brand and the product, this problem can be properly solved related to the brand strategy can be successfully implemented. Fourth, in the field of Chinese hardware tools, enterprise knowledge of the role of the media is deepening, but the concept of public relations not at all. Luo Baihui that, under the brand so cluttered, ignore the media and public relations of power it is difficult to establish a unified brand image. To make the best use of public relations and media operations to accelerate the spread of the brand to quickly expand the company's brand awareness. Companies in addition to the regular reports, the need to create news events, the media initiative reports, preferably sensational, for example: the year in order to ensure the quality of products of Haier, smashed a lot of substandard products, media coverage, the rapid expansion Haier's brand awareness and reputation, such an event in our industry, there are, but do not know how it spreads, how to use properly, will be a brand significant cost savings, and can quickly distance itself from rivals. In fact, the development of China's hardware industry is not standardized, if there Which companies stand out, to do something for the industry norms, it will become a leader in the industry, such as: a brand-led companies to develop industry norms or Drafting industry white paper about the development direction of the industry do, this kind of action both to enhance the brand's reputation, but also has a public nature, make enterprises become industry leaders influence surface will be very large.

keywords: Hardware Tools needs to create the brand's core values,