Abstract In the turbulent international economic environment, domestic housing prices are rising, household goods are rising, how do small and medium-sized hardware companies grasp the domestic market, capitalist protection policies, and the cancellation of export tax rebates, can large enterprises enter and export foreign markets?
In the turbulent international economic environment, domestic housing prices are rising, household goods are rising, how do small and medium-sized hardware companies grasp the domestic market, capitalist protection policies, and the cancellation of export tax rebates, can large enterprises enter and export foreign markets? The ability of independent innovation is low, the brand is weak, and whether the Chinese hardware industry can break through the limitations of foreign development models and find a way out for them.
Since China's entry into the WTO, with the wave of economic integration, the global manufacturing industry has accelerated its transfer to mainland China. It is a general trend, and China will gradually develop into a world-class manufacturing base.
Recently, it was learned from the China International Building Decoration International Expo that the architectural decoration industry closely related to the construction industry is ushered in a major reshuffle.
The domestic construction and decoration industry has a huge market, but the company is in a small and scattered state. At present, there is no listed company in the domestic hardware industry.
"Only the door lock has a market size of 40 billion yuan, but because the previous threshold is too low, there are countless companies engaged in this industry in the country." Cao Hantian, managing director of a certain hardware company in Guangdong, believes that enterprises have closed down in the first half of the year. The domestic hardware industry officially entered the reshuffle period, and large enterprises with independent research and development capabilities and brand advantages will stand out.
Industry outbreaks
According to the statistics of China Building Decoration Association, the output value of China's building decoration industry has increased from 660 billion yuan in 2002 to 2.1 trillion yuan in 2010. The compound annual growth rate in the nine years has reached 15.57%, much higher than the same period. The annual average consumption of domestic residents is 11.46%.
The decorative hardware industry and the architectural decoration industry are closely related to each other. The rapid growth of the architectural decoration industry should promote the rapid development of the decorative hardware industry. However, affected by various factors such as the restriction of domestic property market, high CPI, and the escalation of foreign European debt crisis in 2011, the development trend of the national decorative hardware industry is not optimistic. Many small and medium-sized hardware companies and dealers are in a crisis of survival.
The industry generally believes that this crisis is a concentrated outbreak of the defects in the decorative hardware industry. There are a large number of small and medium-sized decorative hardware enterprises in China. However, there is a general lack of systematic management and technical talents that transform science and technology into productivity, and there is no scientific development plan, which has greatly restricted the development of enterprises. In addition, after decades of development, China's decorative hardware industry has experienced the stages of factory direct sales, product wholesale, regional distribution, and brand agency. However, at any stage, a single marketing model is popular throughout the industry, and few companies can break through this single marketing model and use the overall marketing approach. All of the above factors have led to the lack of a leading local brand in China's decorative hardware industry.
Transformation and upgrading are urgent
Since the last year, resources shortage, rising costs, rising exchange rates and other factors have made the development of the decorative hardware industry more obvious. It is painful to think that the decorative hardware industry has reached the time of the battle, and the transformation and upgrading is an urgent task.
Most of the bosses of decorative hardware companies are deeply aware of this. Many enterprises that have been export-oriented to domestic sales have set their sights on brand building and have begun to adjust their development strategies according to market rules and their own development characteristics.
A hardware manufacturer who has been doing OEM production for a long time believes: "Because of long-term export to foreign countries or OEM for foreign investment, many domestic hardware companies are very good in product quality. The key is to change the previous heavy production and light brands. In order to strengthen the brand management ability and corporate image strategy awareness, in order to enable enterprises to obtain the market position they deserve."
When talking about the transformation of hardware enterprises, an industry authority believes that: “Small and medium-sized decorative hardware enterprises should first rectify internal management, improve management level, and establish a set of highly feasible management mechanisms while focusing on brand development. â€
Second, decorative hardware companies must introduce technology and talent. Only by maximizing the transformation of science and technology into productivity can we achieve the goal of reducing costs on the basis of rising raw material costs, in order to ensure the innovation and fashion of products, and lay a solid foundation for enterprises to establish a good brand image.
Once again, decorative hardware companies should also pay attention to collecting market information, insist on market research, and use the market as a product research and development guide, so as to ensure that new products are accepted by consumers after they are available. Finally, decorative hardware companies should change the single product marketing model to a "one-stop" marketing model, open up the upstream and downstream industry chain, and stimulate consumption. This will not only activate the market, but also bring greater profits to the company.
We believe that after such a rectification, small and medium-sized decorative hardware companies can deploy the third and fourth-tier markets and strive to become the industry leader in the third and fourth-tier markets, so as to expand their strength in the first and second-tier markets in the future. Good preparation.
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