HANGGAO Group - Brand Value Proposition Research
Company overview
HANGGAO Group Co., Ltd. was founded in 2004 and is a diversified, innovative enterprise integrating home hardware, smart hardware, and outdoor furniture. The company is committed to delivering high-quality home living solutions for its customers. As a premium brand representative in both the Chinese home hardware and outdoor furniture industries, HANGGAO consistently leverages technological innovation and product design as its core competitive advantages, holding a strong market position domestically, particularly in the field of storage hardware
Research background
As the company continues to expand its business operations, HANGGAO Group has set a strategic goal of transitioning from 'storage hardware' to 'full-home hardware,' with plans to achieve a revenue target of RMB 5 billion. Currently, 80% of its sales are conducted through distributors, with 25-30% derived from storage hardware products. Consumer and customer awareness of the HANGGAO brand remains primarily focused on storage products. To upgrade brand perception and successfully implement its strategic objectives, HANGGAO urgently needs to validate whether its current brand value can be seamlessly extended.
Research scope
In February 2022, CEIDEA Research was commissioned by HANGGAO Group to conduct in-depth qualitative interviews with B2B channel distributors, industry demand clients, home designers, and end consumers. The study focused on systematically understanding the current brand perception, product portfolio breadth, evolving customer needs, and consumer acceptance of full-home hardware solutions. It also evaluated the potential and challenges associated with brand extension from multiple perspectives.
Expected outcomes
This research will provide HANGGAO Group with a scientifically grounded understanding of the path for brand transformation. The resulting report will enable the company to deeply understand consumer demand and channel feedback, clearly identify the feasibility and potential risks of brand expansion, and support the development of a full-home hardware value system. Additionally, the study will create detailed consumer profile maps and measure key brand performance indicators, offering comprehensive support for brand upgrading, product planning, and market strategy formulation—accelerating the realization of strategic brand objectives and market breakthroughs
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