First, take the differentiation strategy, delimit branch city, market segment, the formation of specialization, scale of market is the first guarantee of market prosperity
In northern China hardware city, for example, at the beginning of the market, the hardware market in tianjin is given priority to with the old south road, hardware city before 2005, because of historical factors, it is located in the downtown area, we according to the hardware market characteristics, think hardware market cannot long entrenched in the heart of the city zone, according to the overall city planning of tianjin, site selection favored land near the outer ring road and 205 national highway, radiation range close to the market in tianjin city and the surrounding counties and the binhai new area, far can radiation Beijing, hebei and other places, and three northeast provinces are the best place for the market.
But as the new hardware city how with complementary between the old city, gradually strengthen ourselves, we chose the differential complementary strategy, started in 2006 to the present A, B, C, D four areas made unified formats positioning and planning, A, B area is hardware appliances area, C area for solar area, D area for pipeline valve area, in the late A lot of construction machinery, machine tool equipment operators in China merchants think capacious, the height is higher, our city building road wide, suitable for large equipment in and out, into the city management, we comply with the requirements of the market in the A and C zone on the west side of A street machinery equipment professional street, so that in the four forms with tianjin planning apart from the other hardware market positioning, form with the dissimilation and complementary effect, to the four major professional wholesale market in the first half of 2007 basic formation.
Hardware industry, product category is numerous, large steel, machine tool equipment, small to screw bolt to risk, covering industry is very broad, although it hardware city scale is big, but it can't accommodate all of the hardware product, must be based on the radiation within the scope of business circle economic development stage and characteristics of adopted niche differentiation strategy, choose to suit oneself hardware industry of the development of the market, targeted investment, formed its own characteristics, the formation of professional market advantage.
Second, the unification of the shops management is the important guarantee of market development
At present, most of the hardware market is formed by property type shops, is not the property type shops will have bad business, according to our operations in the east China area several market experience, success is sold to shops scattered of the owner at the same time, market management, and then entrust management contract signed between the owner, give owner stable rental income in return, the entrusted business period should be in more than five years, the unified authority management to ensure the different areas of the market can make unified market planning, investment in the formats can be according to the market at the beginning of the planning of unified investment promotion, to avoid the mixed operation of chaos phenomenon at the same time, also contributed to the forming scale effect, make the different functional areas become bigger and stronger, the formation of professional market advantage and scale effect. The four regions of northern China hardware city and we have been in the four sections of professional market, if there is no unified management cannot do. On the premise of unified authority management, management reserves the business area of more than 40%, the best start in the market within two years, to promote the brand manufacturers, and the general dealers, the presence of a level agents and preferential policies such as implementing free provide room for manoeuvre, and at the same time can also be used in 40% of the privately owned business in the market development area of the rent policy leverage effect.
Third, a strong brand is the core of the market and stronger competitiveness
Variety and quality in the modern commodity convergence of market environment, competition is the essence of brand competition, how to form a strong brand is each enterprise, each hardware market must face, the formation of a strong brand includes two aspects, on the one hand, is a wide range of brand awareness, on the one hand, the powerful centripetal force of the brand. In this aspect zhejiang yongkang and walk in the forefront of rich hardware city.
Brand widely recognition contains two aspects, a hardware brand of market itself, such as by our wu inscription of the brand of northern China hardware city, many foreign customers to buy the outlets to tianjin when they said, we are at your hardware city to name the atmosphere, the other one is in the business of the manufacturer and product visibility, hardware market itself brand need to manage the company through a variety of advertising media and marketing activities publicity, more need to continuously promote the merchants of the city, forming a household name. As zhejiang yongkang hardware city and east China hardware city in the central television advertisement is very representative, can be said to be overnight is a household name, of course, the media choice is according to the market's own radiation business circle and the different stages of development to locate; As a powerful brand centripetal force is to allow customers to purchase form brand subconscious and unconscious habit, like buying drinks the first thing we think of Coca-Cola, huiyuan juice, buy fast food first think of the KFC, McDonald's, yonghe soya-bean milk, attend hardware show the first thought is the Las Vegas of the United States and Germany Cohen hardware, hardware market first thought is the Chinese hardware city yongkang, zhejiang province, it is a long time accumulation of brand in the customer heart formed the latent consciousness, and then produce the purchase behavior.
The formation of brand loyalty in the modern fast fish eat slow fish market environment, hardware market brand can't be like in the past decades of accumulated bit by bit to form, but must be within three to five years to form a good reputation in the industry, so the advertisement publicity widespread brand awareness is the precondition of brand loyalty formation, here I would not be in here. Brand centripetal force to form what is the key, the key lies in the hardware merchant's product advantage in the market, the segment of the hardware professional market advantage, scale advantage, such as hardware city in northern China is to develop the professional wholesale base of plastic pipe valve, more than 400 manufacturers from all over the country offices, general agent and total distribution, tens of thousands of varieties of products, famous brand and cheap products from soup to nuts, purchaser here completed a one-time purchase, do not need to run around, so in a short time for more than a year of tianjin buyers know, formed to buy pipe valves to hardware city in the north of the good reputation. Hardware market brand is formed by the professional product is complete, the specifications of many similar products and produce strong appeal. Strong brand loyalty with the hardware market, the market will not prosper.
Although our country has become the world's hardware manufacturing base, but the vast majority of our hardware products are still in no brands or products with a less known and inferior brand, with Germany, South Korea, the United States and other developed countries compare hardware products have very big disparity, we in the international market competitive advantage or a low price to win, the added value is low, the 60-70 s with the similar hardware industrial development stage of Japan, South Korea, however, we can't always rely on cheap OEM or for a long time, must upgrade the industry to adapt to the demand of the market, many developed countries in recent years of hardware products to entrust us to processing, hardware manufacturing level is not low in our country, the key is we lack of brand consciousness, the lack of a worldwide famous brand products. As direct window of hardware market is hardware industry development, to play the role of a guide industry trends, in this respect, we must also have an eye for internationalization to develop market, make the products of our businesses to participate in the international market competition environment, the leading enterprises in the Chinese hardware city yongkang, zhejiang province, we may also organized a few companies in the United States Las Vegas exhibition, to guide their products enter the international market, tianjin hardware industry import and export amounted to billions of dollars each year, mostly in southeast Asia, northeast Asia, the Middle East and Africa countries and regions, the north China hardware city will make full use of the internationalization of tianjin port advantage, to guide the hardware industry in the development of high-end brand, national brand form some hardware products, making it the modernization, specialization, internationalization of metal logistics headquarters.