According to statistics, last year China's hardware industry import and export amounted to USD 74.923 billion, an increase of 30.1% year-on-year. Among them, total exports amounted to US$57.51 billion, an increase of 31.4% year-on-year, and imports totaled US$17.412 billion, a year-on-year increase of 26%. Luo Baihui, secretary-general of the International Mould, Hardware and Plastics Industry Suppliers Association, said that he will guide industry-wide adjustment strategies, speed up transformation and structural adjustment, and shift from export-oriented to “trade-based foreign trade and simultaneous domestic and foreign marketsâ€. Continue to open up the domestic market. This positive effect has led to significant results, led to a comprehensive rebound in the hardware industry, in particular, showing an explosive growth in the domestic market, achieving a 27% rapid growth in the industry.
Market development began to diversify Home hardware can be divided into ordinary and special two categories according to the setting, the former includes hinges, hinge slides, etc., the latter including bathroom hardware and kitchen accessories. Among them, hinges, slide rails, hinges and locks are used most frequently in life and are therefore more important.
In recent years, due to the continuous improvement of consumer demand, greater demands and higher requirements have been placed on hardware accessories. Take the furniture industry, the quality and grade of furniture is mainly reflected in the selection of hardware accessories. Inconvenient use of furniture, to a large extent, is due to the improper selection or lack of hardware accessories. The industry has often said: "As long as the corresponding hardware accessories, very complex multi-functional furniture can be produced." Industry sources said that the value of hardware accessories in furniture accounted for 5%, but the operating comfort accounted for 85%. The importance of hardware accessories in furniture can be seen.
In the past, home hardware was more emphasized on its mechanical properties, rust resistance, moisture resistance, and fatigue properties of moving parts. In today's increasingly demanding personalization and integrity at home, home hardware must not only satisfy the above-mentioned functionality, but also have an eye-catching ornamentation and overall integrity with the overall home improvement style. Take the most common handle, the current market in addition to the stainless steel handle, there are black, bronze, light chromium, pearl nickel plus transparent paint, in the shape, there are European, Chinese, conventional, shaped, etc. And so on, to meet the diverse needs of consumers.
Intelligence is a major development trend of home hardware. Home life is more and more important to individuals, and the requirements for home comfort are also increasing. The lazy style of life that people want nowadays requires hardware to be more humane and intelligent. The status of hardware in the home is so important, but the domestic high-end home hardware market and the profitable brand market are mostly occupied by imported hardware companies. Major brands of furniture and cabinet hardware accessories imported basic hardware companies such as Blum, Hettich and other European companies are taking, the use of German or Italian furniture hardware accessories has become the biggest selling point behind the plate.
Among them, the use of hardware to achieve 35% of the cabinet industry is more obvious. Such as the introduction of electronic smart pumping in the field of foreign high-end cabinets, to achieve the cabinet "no handle" of the simple design, "immediately." The use of new types of damping and slide rails has enabled cabinet drawers to carry heavy load, no rebound, and no leakage, while extending the service life of the damping and slide rails. In the integrated bathroom design, water temperature automatic adjustment of bathroom accessories, card locks, automatic doors, sensor switches, etc. have also begun to enter people's lives, providing the necessary conditions for the home to the direction of intelligent development.
The market competition is mainly based on inexpensive methods. With the vigorous development of the domestic furniture industry such as cabinets, sanitary ware, and building materials, most companies have begun to pay attention to the vast domestic market. Export to domestic sales has become the focus of the company's strategic development. Home hardware enterprises are deeply aware of this. “In the future, our goal is to deeply intervene in the domestic high-end market. We have already done research.†A hardware manufacturer that has long been making OEM products believes that due to long-term export abroad or for For foreign investment, many domestic companies are very strong in product quality.
"The key lies in changing the previous practice of re-production and light branding, and strengthening brand management capabilities and strategic awareness of corporate image. This will certainly achieve its due market position.
In the past few years, domestic home hardware companies have been developing “outwardlyâ€. At that time, although there were many internal enterprises in the industry, due to the low cost and fierce competition, most companies are relying on reducing the price of their products to obtain a market. As a result, corporate profits are very low. Basically, they can only reach the state of maintaining production, but it is difficult to make money. The consequences are low product prices, low added value, and low profits. Companies do not have sufficient funds to continue to develop. If the enterprise can not progress, the industry will be difficult to upgrade, resulting in unsatisfactory results. Enterprises do not have enough funds to ensure that product design and technological content can not be improved, plagiarism and accepting orders from overseas companies become the ultimate choice for business survival. This will inevitably lead to the absence of domestic hardware accessories in the high-end market.
High value-added hardware and building materials products favored by the market As a supporting industry, the hardware industry is not a very big thing, but it is a basic industry and an important part of the manufacturing industry. After years of development, China's building materials and hardware industry has made great strides in terms of industry scale, industry influence, and product technology strength, and it has a place in the world hardware architecture. However, the problems in the rapid development of building hardware cannot be ignored. Luo Baihui is an analysis.
There are more and more factories in the domestic building materials hardware industry, and the brands are marching in succession. The building materials market is dotted, and hardware vendors are springing up. Obviously, the entire industry is already in an imbalanced state where the production supply is far greater than the market demand, so the competition is very fierce. What is even more worrying is that many manufacturers do not have innovative R&D capabilities and sustainable development strategies. They just blindly copy and copy. Their product processes and styles are almost identical. The homogenization of the entire market is very serious. The business model is very simple and traditional. Leading the hardware industry, the Red Sea market, entered the price of the situation of sexual competition.
Luo Baihui believes that the current hardware manufacturers operating the brand in the market are mainly divided into professional and system brands.
The brand generally refers to the production of more specialized factories to market their own core single product. The advantages of this brand are more professional production, high cost performance, rapid delivery, and strong research and innovation capabilities. However, the disadvantage is that the product line is relatively simple. The advantage product is easily weakened by copying and copying by peers. Moreover, in the dealer store, it can only occupy one wall to display, and the brand image is difficult to increase. Therefore, the overall competitiveness is not strong, and it is easy. Inundated in the market.
The system brand generally refers to the brand of multi-category product portfolio. The product line covers door locks, supporting engineering hardware, large handles, door control hardware, and bathroom hardware accessories. This type of brand usually uses a specialty store or a store-in-shop as a terminal form, with a prominent brand image, complete product mix, and mutual promotion of products, basically fulfilling the one-stop shopping needs of customers, and solving the same brand of multi-category products. The procurement problem has reduced the number of dealers' multiple purchases and maximized the store's benefits. At the same time, due to the huge product system plus the brand's personality, it is difficult to be copied by peers.
However, it is very difficult for such brands to succeed in their operations: 1. Most of the brand operators only produce their single core products or they do not have factories. The matching products of other categories are selected directly from other factories as OEM products. , so most of the products lack highlights and selling points, there is no difference; 2, high operating costs, as most of the products are OEM OEM, so no competitiveness, lack of confidence in dealers to promote the brand; 3, great pressure on the inventory, OEM processing The degree of cooperation with the factory is not enough, either the style of the product is too small, or the goods are out of stock and the delivery is not timely; 4. In addition to the core single product, other OEM products are difficult to update and introduce new products.
The above two brand strategy models have their own advantages and disadvantages, each with its own shortcomings.
Market development began to diversify Home hardware can be divided into ordinary and special two categories according to the setting, the former includes hinges, hinge slides, etc., the latter including bathroom hardware and kitchen accessories. Among them, hinges, slide rails, hinges and locks are used most frequently in life and are therefore more important.
In recent years, due to the continuous improvement of consumer demand, greater demands and higher requirements have been placed on hardware accessories. Take the furniture industry, the quality and grade of furniture is mainly reflected in the selection of hardware accessories. Inconvenient use of furniture, to a large extent, is due to the improper selection or lack of hardware accessories. The industry has often said: "As long as the corresponding hardware accessories, very complex multi-functional furniture can be produced." Industry sources said that the value of hardware accessories in furniture accounted for 5%, but the operating comfort accounted for 85%. The importance of hardware accessories in furniture can be seen.
In the past, home hardware was more emphasized on its mechanical properties, rust resistance, moisture resistance, and fatigue properties of moving parts. In today's increasingly demanding personalization and integrity at home, home hardware must not only satisfy the above-mentioned functionality, but also have an eye-catching ornamentation and overall integrity with the overall home improvement style. Take the most common handle, the current market in addition to the stainless steel handle, there are black, bronze, light chromium, pearl nickel plus transparent paint, in the shape, there are European, Chinese, conventional, shaped, etc. And so on, to meet the diverse needs of consumers.
Intelligence is a major development trend of home hardware. Home life is more and more important to individuals, and the requirements for home comfort are also increasing. The lazy style of life that people want nowadays requires hardware to be more humane and intelligent. The status of hardware in the home is so important, but the domestic high-end home hardware market and the profitable brand market are mostly occupied by imported hardware companies. Major brands of furniture and cabinet hardware accessories imported basic hardware companies such as Blum, Hettich and other European companies are taking, the use of German or Italian furniture hardware accessories has become the biggest selling point behind the plate.
Among them, the use of hardware to achieve 35% of the cabinet industry is more obvious. Such as the introduction of electronic smart pumping in the field of foreign high-end cabinets, to achieve the cabinet "no handle" of the simple design, "immediately." The use of new types of damping and slide rails has enabled cabinet drawers to carry heavy load, no rebound, and no leakage, while extending the service life of the damping and slide rails. In the integrated bathroom design, water temperature automatic adjustment of bathroom accessories, card locks, automatic doors, sensor switches, etc. have also begun to enter people's lives, providing the necessary conditions for the home to the direction of intelligent development.
The market competition is mainly based on inexpensive methods. With the vigorous development of the domestic furniture industry such as cabinets, sanitary ware, and building materials, most companies have begun to pay attention to the vast domestic market. Export to domestic sales has become the focus of the company's strategic development. Home hardware enterprises are deeply aware of this. “In the future, our goal is to deeply intervene in the domestic high-end market. We have already done research.†A hardware manufacturer that has long been making OEM products believes that due to long-term export abroad or for For foreign investment, many domestic companies are very strong in product quality.
"The key lies in changing the previous practice of re-production and light branding, and strengthening brand management capabilities and strategic awareness of corporate image. This will certainly achieve its due market position.
In the past few years, domestic home hardware companies have been developing “outwardlyâ€. At that time, although there were many internal enterprises in the industry, due to the low cost and fierce competition, most companies are relying on reducing the price of their products to obtain a market. As a result, corporate profits are very low. Basically, they can only reach the state of maintaining production, but it is difficult to make money. The consequences are low product prices, low added value, and low profits. Companies do not have sufficient funds to continue to develop. If the enterprise can not progress, the industry will be difficult to upgrade, resulting in unsatisfactory results. Enterprises do not have enough funds to ensure that product design and technological content can not be improved, plagiarism and accepting orders from overseas companies become the ultimate choice for business survival. This will inevitably lead to the absence of domestic hardware accessories in the high-end market.
High value-added hardware and building materials products favored by the market As a supporting industry, the hardware industry is not a very big thing, but it is a basic industry and an important part of the manufacturing industry. After years of development, China's building materials and hardware industry has made great strides in terms of industry scale, industry influence, and product technology strength, and it has a place in the world hardware architecture. However, the problems in the rapid development of building hardware cannot be ignored. Luo Baihui is an analysis.
There are more and more factories in the domestic building materials hardware industry, and the brands are marching in succession. The building materials market is dotted, and hardware vendors are springing up. Obviously, the entire industry is already in an imbalanced state where the production supply is far greater than the market demand, so the competition is very fierce. What is even more worrying is that many manufacturers do not have innovative R&D capabilities and sustainable development strategies. They just blindly copy and copy. Their product processes and styles are almost identical. The homogenization of the entire market is very serious. The business model is very simple and traditional. Leading the hardware industry, the Red Sea market, entered the price of the situation of sexual competition.
Luo Baihui believes that the current hardware manufacturers operating the brand in the market are mainly divided into professional and system brands.
The brand generally refers to the production of more specialized factories to market their own core single product. The advantages of this brand are more professional production, high cost performance, rapid delivery, and strong research and innovation capabilities. However, the disadvantage is that the product line is relatively simple. The advantage product is easily weakened by copying and copying by peers. Moreover, in the dealer store, it can only occupy one wall to display, and the brand image is difficult to increase. Therefore, the overall competitiveness is not strong, and it is easy. Inundated in the market.
The system brand generally refers to the brand of multi-category product portfolio. The product line covers door locks, supporting engineering hardware, large handles, door control hardware, and bathroom hardware accessories. This type of brand usually uses a specialty store or a store-in-shop as a terminal form, with a prominent brand image, complete product mix, and mutual promotion of products, basically fulfilling the one-stop shopping needs of customers, and solving the same brand of multi-category products. The procurement problem has reduced the number of dealers' multiple purchases and maximized the store's benefits. At the same time, due to the huge product system plus the brand's personality, it is difficult to be copied by peers.
However, it is very difficult for such brands to succeed in their operations: 1. Most of the brand operators only produce their single core products or they do not have factories. The matching products of other categories are selected directly from other factories as OEM products. , so most of the products lack highlights and selling points, there is no difference; 2, high operating costs, as most of the products are OEM OEM, so no competitiveness, lack of confidence in dealers to promote the brand; 3, great pressure on the inventory, OEM processing The degree of cooperation with the factory is not enough, either the style of the product is too small, or the goods are out of stock and the delivery is not timely; 4. In addition to the core single product, other OEM products are difficult to update and introduce new products.
The above two brand strategy models have their own advantages and disadvantages, each with its own shortcomings.
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