Brand Building Achieves Industrial Upgrading for Mining Machinery

Brand Building Achieves Industrial Upgrading for Mining Machinery

Mining machinery has occupied an important position in national economy after constantly mature development in our country. But along with the arrival of economic crisis of globalization, domestic mining machinery industry is still facing fierce competition pressure of international market. If enterprises want to get long-term development, they must adjust and optimize industrial structure and establish strong brand equity to promote this industry to change from big to strong and move towards the world stage.

At present, domestic demands for cement and steel are weak, which not only results in weak market demand and excess production capacity, but leads to the slow development of mining machinery industry as well as tough situation of enterprises. Therefore, to make full use of the advantages of mining machinery industry, we need to energetically develop knowledge and technology intensive industries and emerging industries, promote lean production and the reinforcement of brand awareness and take product and customer as the first capital, thus driving the upgrade of mining machinery industry.

As for the whole mining machinery industry, it has a wide variety of products and serious homogenization without famous brands. From the customers’ perspective, regarding same products with same price, high-profile brand and high-quality service will become the first choice of customers. After customers learned the intended use and demand situation of a certain product, they will make their abstract and subjective judgments about the products or services by collecting a variety of formal and informal advertisements from the market, from this we can see that well-known brand has remarkable influence, so strengthening brand awareness and setting up high-end image will also become an inevitable trend of market development.

Faced the unpredictable new development situation in the future, establishing high-quality brand equity will be a long process which needs to invest, manage and strengthen the brand equity from brand awareness, perceived quality, brand loyalty and other aspects, finally realizing the maximization of brand value. Henan Hongxing Mining Machinery Co., Ltd., as the pioneer of domestic mining machinery industry, creates high-end brand image and constantly opens up new markets through independent innovation. Hongxing machinery not only creates more value for its customers, but lays a solid foundation for the upgrading and transformation of mining machinery industry.