With the increasingly strong market demand at home and abroad, after 20 years of development, hardware tools has become China's science and technology hardware city one of the most informative industry, in recent years, hardware tools products entered the gold sales period.
Previously, hardware tools with a less known and inferior brand popular African consumers. Now, as the African rich gradually increased, the degree of selling hardware tools can hardly imagine. Hardware tools for its inexpensive price, excellent quality at home and abroad market, won the larger market share.
After investigation, we found in the design of the whole kitchen, every year there will be 16% of the market demand, therefore, the hardware industry development space is very big still.
Hardware market survey, about 70% of the hardware products demand from the home to decorate, 40% of the products depends on some domestic hardware suppliers' supply capacity.
Worldwide, the consumption of hardware industry in personalization, pay attention to quality, reasonable price, and more choice, hardware tool industry is from the traditional to the fashion industry.
In future development, hardware tools industry also need to explore new ways, such as building the rural market, will be a definite direction of industry choice. Let the hardware development of the villages and towns of extremely rich potential market is a big trend, is also the fertile soil in the brand grow, however, the opportunity and challenges:
First of all, the industry leading leading role is not strong. Hardware tools industry leading backbone enterprises in the market both at home and abroad, the advantages of the industry's overall competitiveness is not obvious; Second, the technical innovation ability is weak, only hangzhou hardware tools industry, building heart 1 city-level technology (r&d) center and three; Third, the market structure is too single. Hardware tools main business from foreign trade orders, export dependence is too high, in the international financial crisis triggered by the economic crisis under the influence, the sharp contraction enterprises to export market, the survival and development has a serious threat; Four, brand construction relative lag. Hardware tools most businesses rely on OEM, lack of visibility and core competitiveness.
Fifthly, lack of public service platform. Although successful in May 2009 the building heart hardware tools industry association, but still difficult the industry self-discipline, industry associations to play the central role of remains difficult.
China's hardware industry development from the last century to today, its marketing characteristics generally experience the four distinct phases, namely, product marketing, standards, marketing, services marketing, brand marketing.
The four kinds of marketing strategy of independence, and compatibility with each other. Each kind of mode of production and the development has its detailed economic environment.
Product marketing: marketing is the marketing mode of the original, which is mainly the production of the enterprise, is not standing in the consumer in terms of design, development, manufacturing products, follow the idea of what is the production, sell what you crave. This model mainly produced at the beginning of the era of planned economy and market economy demand is less than the supply.
Standard marketing: standard marketing refers to the use of the role of enterprise in the industry to participate in the national standard setters, the resources as the credibility, stop the spread. Standard marketing is not really a mode of marketing, but a very few companies can use the marketing tactics.
Service marketing, service marketing refers to the service for customers as the focus of the marketing, on the basis of the product to carry out a full range of services, won the consumer trust and rely on. China's hardware industry in the era of experience the product marketing, excess production capacity gradually, the glut of supply and demand began to appear, and the impact of large foreign enterprises, the industry began to think about is different from the product marketing service marketing. As industrial products hardware tools, especially the professional tools, for sales in the process of consulting, training, maintenance requirement is higher, therefore, buyers purchase is not only the product, to a large extent is a kind of service, the process of the product life cycle and many enterprises to start the service marketing mode.
Brand marketing, brand marketing is to show the enterprise through the use of so-called brand consumer demand, to create brand value, finally forms the brand benefit marketing policies and procedures, through the market marketing to use of various marketing strategies make target customers to form the cognitive process of corporate brand and product and service. China's hardware industry formally entered the era of brand marketing, almost all the scale of the enterprise brand marketing. And the essence of brand marketing is to seek differentiation of brand positioning, from the value of the product marketing, promotion to brand value marketing level, the added value of the brand into the customer's trust and profit growth point.
Only the enterprise hardware tools to the countryside to develop into a kind of strategy, rather than through the crisis, and change in enterprise organization structure, resources to research and develop the new operation mode, training, organization to implement, to seize the moment and become successful.