A brand is an intangible asset that gives the owner a premium and adds value. Its carrier is a name, term, symbol, symbol or design and its combination that is distinguished from other competitors' products or services. The source comes from the impression of the carrier formed by the consumer's mind. The above is an authoritative interpretation of the brand. It has always been the ultimate goal of entrepreneurs to become a big brand and a strong one. However, this year's 315 nights will be blacklisted by some of the big-name companies such as Kumho Tire Adultering, Shuanghui Clenbuterol, Gome Appliances, etc. At one time, the corporate image of Kumho, Gome and Shuanghui was instantly questioned and the brand fell into The credibility crisis. South Korea's Kumho Tire is said to be "the first brand of China's tire matching rate", providing products for many automobile manufacturers including Shanghai GM, FAW Volkswagen and Beijing Hyundai. However, an insider reported that Kumho Tire used some of the discarded semi-finished products in the manufacturing process to make the refining rubber and reuse it in new materials. It is reported that the complaint rate of Kumho tires has been high. In a car professional website, more than 500 complaints about tires, Kumho tires accounted for more than 70%, and even consumers will be named "killer." Shuanghui Group is the largest meat products enterprise in China, but its subsidiaries have acquired so-called “slimming bodybuilding†pigs cultivated by “Clenbuterol†for many years. The testing procedures for urine testing in pigs in the industry are ineffective. After the meat flesh incident, its reputation was greatly affected. On March 15th, the incident of Gome's home appliance replacement in Tianjin store was exposed. Relevant persons said that home appliances to the countryside and home appliance trade-in are an effective measure for the country to promote domestic consumption and promote industrial development in the process of financial crisis response. The phenomenon of fraudulent compensation will affect the effective implementation of this policy and the public The degree of trust in things. As the saying goes, entrepreneurship is easy to keep business. Why do these have to go through a difficult market to win a stable market, and companies that have consumers who trust brands will ignore the credibility of the company for short-term profits? The author believes that in this era of chasing interests, "Golden Signboard" is no longer a working chip that big business owners value, not to mention the hardware industry that is behind the public opinion and the quality problems are rampant. Hardware has always been labeled as “labor-intensive industry†and is still in the stage of extensive production and management. Since the development of the hardware industry, due to low barriers to entry, low technical content, lack of access standards, the market is mixed, and small and medium-sized hardware companies based on family workshops have blossomed. These enterprises, taking advantage of the blind spots in the development of the industry, do not pay attention to product quality, do not care about product infringement, use the OEM and re-processed rivers and lakes to "cheat" to capture the market and earn profits. Taking hardware locks as an example, there is often a chaotic situation of “a key to open multiple locksâ€. In recent years, due to the increasingly fierce competition in domestic and foreign markets, although hardware companies have begun to transform and upgrade their industries, due to the constraints of the old production concept, some small and medium-sized enterprises are still at the level of pursuit of quantity, and product quality is difficult to be guaranteed. More large enterprises regard product innovation as the top priority of upgrading, and neglect the quality of products as the “pathway stone†of the market, resulting in lax and unqualified products “mixed into†the consumer market, seriously jeopardizing the rights and interests of customers. In fact, for hardware companies, the short-term benefits cannot be long-term development. As the country's anti-counterfeiting efforts increase, the hardware industry continues to develop, people's consumption levels increase layer by layer, and product brand and quality requirements are more stringent. Those small and medium-sized enterprises that do not pay attention to product quality and are mainly "deceived" will be eliminated in the industry reshuffle. Finally, only hardware companies that implement product upgrades and continuously improve product quality and continuously improve their product grades will be recognized by the market.
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