How to build a magnetic lock brand

With the improvement of home and office conditions and the increase in commercial housing, the market for furniture and office locks is increasing. Wenzhou's Qiangqiang Group, through a joint approach, combined more than 20 companies in the lock industry, integrated resources, and quickly secured a place in the high-end lock market, allowing lock-producing South Korean companies such as lock makers to find a door to share one glass. soup". The prospects of the high-end lock market are optimistic and development faces some problems. This paper uses magnetic locks as an example to discuss the development of magnetic lock brand construction.

Problems with the development of magnetic locks

Fast-growing domestic brands are basically developed rapidly with strong thrusts. The channel thrust refers to the way in which people are directly exposed to consumers in the community, through superior policies, and through many friendly visits to dealers to establish emotional relationships. An integrated approach to the integration of designers, supervisors, and foremen. To put it plainly, relying on people and relying on money to directly contact the end-consumer-oriented marketing model, some companies have already achieved the channel thrust model with standards, manuals, models, words, and quantitative assessments, adding to the rapid growth of some enterprises. A lot of colors, closer to a lot of feelings, to consolidate a lot of fixed customers.

There are more and more people in the marketing team, and the quality of the marketing team is getting worse. Frequently, they communicate with the employees of many big brands about the management of the company's team. They are unified and have been chaotic in the past two years. Explain that our magnetic lock companies' colleagues in dealing with the financial crisis have not kept pace with the pace of change in team management. They still cannot adapt to the existing environment. Many things can be said. The few things that can be done have been discussed by everyone. The endless sentence topic. Good battles must have good teams, good management, and good incentives. Most people feel that the company’s direction is not clear and the goals are very frightening. This is already the most dangerous signal.

Magnetic lock products are not a semi-finished product. There is no magnetic lock brand that says its product department needs technical services. However, the author saw a lot of magnetic lock dealers because the technical service of a certain manufacturer was not timely and not in place, resulting in giving up a brand. The technical nature of technical services, candidness, open letter, and effectiveness determine the confidence of dealers and business people in marketing their brands. If you are not afraid of having problems, you will worry that problems have not been solved. Through a lot of brands of flagship store shopping guides, we learned that product training services are seriously inadequate. We do not understand the concept of products, product ideas, and product concepts at all. Basically, we rely on “our environmental protection, big brands”, etc. In order to solve the problem, 80% of storefronts reflect the serious lack of professional, leading, and consultant nature of store services.

The last is on-site service. In fact, the front service is more important than the door-to-door service, because the door is already a marketing event. Although indirectly affecting the business in the future, the front service directly affects the business, and many people have great influence. The price of the on-site service to engage in, but the front of the service is not very important, so we must rely on the dealer, must rely on the relationship, natural married customers less, because others can not see your advantage.

How magnetic lock companies can achieve branding

Compared to traditional access locks, the technical advantages of magnetic locks and their application are extremely obvious. The unique performance of the magnetic lock is to greatly improve the user's performance requirements on security, and the power of closing the door, the unique attachment of power off and unlocking, and completely avoid the fire. The great advantages of stolen and hidden dangers caused by natural disasters have made magnetic locks more and more accepted by people and have caused a worldwide security **.

With such a broad market prospect, many companies in the industry are developing magnetic security products. However, after years of market experience, magnetic locks are gradually being applied on a large scale. Many manufacturers fell into the market guidance stage and became the pilot products for the magnetic lock market.

In the current domestic market of magnetic lock market technology is relatively mature, what magnetic lock to open up the development of the market? At present, China refers to the magnetic lock market, how much space, the key to the magnetic lock market operation is what points? From the future development trend , On the basis of the existing equipment, the production of high technology content is an important way to improve the lock products and quality and reputation.

At present, some regional brands have not yet been understood by consumers. This is because companies still lack corresponding capabilities in brand planning, especially in brand promotion and operation, which is a single traditional model. These companies lacked a sense of hierarchy in the market positioning of their products. At the same time, they did not find a suitable brand of image packaging on cultural appeals and product differences.

According to relevant data, China has now become the world's largest magnetic lock production base and consumer market, but in sharp contrast to this is the lack of magnetic lock industry brand and production capacity is low. Therefore, magnetic lock bosses call for China's magnetic lock industry should develop to the high-end, brand direction, brand enterprises should be used as a benchmark to lead the development of the industry, change the current imbalance in the national magnetic lock market development, so that the market can be integrated together.

At present, there are certain brands of magnetic lock brands in the industry that are not recognized by consumers. There are two main reasons: First, consumers are still not very strong in brand awareness in magnetic lock consumption. Second, magnetic lock manufacturers are relatively weak in marketing methods and promotion. The domestic magnetic lock industry takes the road of brand development, and in particular, it is the only way to constantly increase the market share, visibility and influence of brand products.

The construction of magnetic lock brands is non-market and non-institutional, but it is the first misunderstanding to be guided by the boss's subjective preferences. Siemens has eight major brands for a hundred years, the first of which is: "Customers decide our actions." Customer-oriented, this has become a common strategy for today's brand competition.

However, at present, many magnetic lock companies are guided by the general manager or the boss's own preference in the process of brand decision-making, resulting in the product being brought to the market and the customer not buying the “account”, which seriously affects the long-term development of the brand. As the industry develops to the present day, the boss must recognize the situation. Once the “shooting head” has become a thing of the past, system planning is the beginning of the brand. No matter how brilliant it once was, it must now start from scratch, especially once it focused on export-oriented enterprises. Must sit down and seriously think about how the road has come, and where to go in the future? In the face of the magnetic lock industry, where is the brand foundation and where is the competitiveness?

Magnetic lock brand positioning should be targeted, use a specific brand image, and attract specific target groups instead of spreading the net. A general manager of a magnetic lock brand operating a magnetic lock for nearly ten years pointed out that at present many domestic magnetic lock companies are reluctant to sacrifice their brand positioning. They think that the larger the target market is, the greater the success will be. In actual operation, , It is not clear what the target market and customers are thinking about, and lack of market comparison and analysis has directly led to the difficulty of forming the brand and exerting its due competitiveness.

About magnetic lock

The design of the magnetic lock (or electromagnetic lock) is the same as that of the electromagnet, which uses the principle of electro-magnetic. When the current passes through the silicon steel plate, the electromagnetic lock will generate a strong suction force to firmly attract the adsorption iron plate to achieve the effect of locking the door. . As long as the small current electromagnetic lock will generate great magnetic force, the access control system that controls the electromagnetic lock power supply will identify the personnel and then turn off the power, and the electromagnetic lock will lose its suction to open the door. Because the electromagnetic lock has no complicated mechanical structure and the structure of the bolt, it is suitable for the access control of the escape door or the fire door.

The interior is protected by a potting epoxy resin. At present, the suction strength of the electromagnetic lock is represented by LB (pounds), and the test method is static pressurization. The so-called static pressurization is gradually increasing the tension of the iron plate after the electromagnetic lock is energized. When the force of the electromagnetic lock is exceeded, the adsorbing iron plate is instantly pulled. The data of the pulling force is the tension value of the electromagnetic lock. In addition, the force of the electromagnetic lock and the adsorption iron plate must be face-to-face and linear pressure, so that the suction force of the electromagnetic lock is the largest. Adsorption iron plates may be magnetized for a short period of time because of the magnetic induction of the electromagnet for a long time.