|
|
 |
NEWS |
|
"Hardware industry" big but not strong dilemma, own brand efforts
|
| Release time：2014.04.24 News source：Taizhou Skuch Auto Parts Co.,Ltd.tie rod end,rack end,ball joint,stabilizer link,drag link Browsing number： |
| |
OEM or independent ? This road will inevitably tangle of choice, has become a tool for contemporary Chinese hardware industry collective exams !
Big but not strong dilemma
Throughout the history of the development of China 's hardware industry tools , can be said to be a history of OEM 's trade . After ups and downs of the domestic and international economic environment , business development and uneven industry , when they could have their own international brands ? Has been a question mark lingering heart of Portland stone monk .
According to informed ex -hung ball jointas China National Hardware Association executive vice president and branch chairman hardware tools , Portland stone monk had contacted her about this three decades of industry , feeling a lot . From the beginning of reform and opening to find their way , to lead corporate restructuring Guotuiminjin tide , and then after the rapid growth of China's accession to WTO export , China hardware tools industry has blazed a path of their own development, and indeed remarkable achievements .
According to customs statistics, China exported hardware tools consecutive years of double-digit growth. 2012 Chinese Tools hardware industry total exports 11.409 billion U.S. dollars , an increase of 11.06% ; export countries and regions a total of 215 , mainly in the United States , Germany, Japan , China , Hong Kong , Russia, the United Kingdom , Australia, Canada , the Netherlands, India , while India and Australia 's exports grew more than 20 %. January to September 2013 , total import and export hardware tools to reach $ 13.865 billion . Among them, the export value of $ 9.337 billion , an increase of 8.38% . Overall, China has become the world's largest tool manufacturing base and gathering area , accounting for 50% of global tool exports.
Despite China 's hardware manufacturing tools already sit tight in the number of the world's top spot , but the heart of Portland stone monk still have a fit knot : Chinese Tools Hardware industry lacks its own national brands. The developed markets in Europe and America in the sale of many tools products , although it is made in China , but it is affixed to foreign brands . China tool products, though accepted by consumers in terms of quality , but the brand has never been able to gain recognition . OEM or own face , Portland stone monk answers very sure , at this stage must develop their own brands. Can be for many companies within the industry , the development of independent brands is not an overnight thing, not to mention the international market , even promote their own brands in the domestic market are also not easy.
Domestic businesses have suffered . This is the greatest feeling Ningbojiejie Tools Co., Ltd. Chairman package Jiangang years ago. 2004 , including in the domestic market Jiangang tried to create his own one day , but let him unexpected, because of the lack of control over the brand and channels , plus the dealer is not honest, just a short time , he paid a painful price . Since then, the package Jiangang abandon the domestic market , wholeheartedly expand the international market .
I recall that experience failure of the domestic market , including Jiangang think the main reason is that time is not mature marketing channels . May " China Electrical Industry " in communication with the industry learned that in those years the domestic Chinese enterprises frustrated , foreign brands in China hardware tools march , did not encounter the same obstacles. Face the same domestic marketing channels, why foreign brands can conquer new territories with great fanfare , and development of Chinese enterprises can only rely on OEM ?
The key reason is that there is no independent brand awareness ! Portland stone monk said many try to do high-end hardware tools for Chinese enterprises have the same feeling: the development of products from our own factory since posted a foreign brand , sold in the market is 10 times the price . Unknown independent brands , even better product quality , are not law competition with foreign brands .
Own brand efforts
Despite the early years , Chinese Tools hardware manufacturers and foreign companies there is no direct competition, but with the increase in global economic integration and the promotion of national income , combined with domestic enterprises to industrial upgrading, to seize the high-end market and improve international competitiveness the growing awareness and desire , competitive domestic enterprises and foreign leading enterprise tools finally significant horizon , while the Chinese market has become a battleground .
Although not a bad idea OEM rational choice , at least short-term quick, but not much risk, but some excellent domestic enterprises have satisfied tool for others to do OEM , and began to build its own brand of repeated attempts.
The so-called three decades east , west three years . Even package Jiangang himself never thought , after a lapse of many years , he will once again put the domestic market as a tool for development strategy focuses on JJ . China as a ' world factory ', the potential demand for tools, hardware is very large, we should not give up the Chinese market . And packet Jiangang like-minded entrepreneurs are not a minority , according to Portland stone monk introduction, more and more domestic enterprises began to attach importance to product tools hardware upgrades and promote independent brand development .
According to informed ex -hung ball joint. Deng Wei Li Tools Group Co., Ltd. is undoubtedly one of the outstanding representatives . As the world's largest producer of live wrenches and pliers largest pipe sleeve , bolt cutters manufacturers, Deng Wei, Li began in the second half of 2009 into the domestic market. Deng Wei, Li Mai Tengwei Bing , general manager of Park told the " China Electrical Industry ", through painstaking efforts of the past few years , Deng Wei, Li has now been awarded the industry's first hardware tools national enterprise technology center , in addition to its own brand of its MAXPOWER ( Mai Park ) has been registered since 2009 is growing rapidly. According to the introduction , in 2008 , Deng Wei force in the domestic market sales of only 10 million yuan , to 2009 this figure increased to 36 million yuan , now has more than billion domestic sales tool . Currently , the brand sold in Deng Wei force in overall sales volume is not large , less than 10 %, but a good development trend of the future , is expected to achieve further growth. Tengwei Bing says.
And different hardware tools business industry for many years , Yue Erying founded Machinery Co., Ltd. Shanghai gifted worship seems more pulse Mozhun industry. For its own brand , Yue Erying very insisted . The female has a wealth of experience in the industry entrepreneurs, the company was established in the near future on the success of the independent brands Knott into the German high-end market , the domestic high-end industrial applications are also now has Knott figure. According to Portland stone monk introduced Yueer Ying also had asked the U.S. market because of its price and flatly refused , she would rather give up the U.S. market , they were reluctant to reduce Knott premium brand positioning. Despite spark ignited , but has just started its own brand , Chinese users of its own brand awareness is still not sufficient. Domestic users, particularly exposure to industrial users are not many independent brands , their quality and service is not enough trust, which has become China's hardware brand development tools are still blocked the main reason. The pace of its own brand of propaganda should go far bigger , we should not sell ourselves short , and let the user know the advantages of Chinese industrial branding tool products. Portland stone monk expressly China National Hardware Association to do more work to promote the brand , allowing users to aerospace , shipbuilding , automobile maintenance and other areas of expertise to understand the domestic brands , trusted domestic product , eventually forming a prairie fire in the domestic market and with China's own brand real world.
|
|
|
|
