Analysis on the Exposure of Chinese Decorative Hardware Industry

Although the hardware industry as an accessory industry is not very obvious, it is a basic industry and an important part of the manufacturing industry. After years of development, China's decorative hardware industry has made great strides in terms of industry scale, industry influence and product technology content, and has a place in the world's hardware structure. However, the problems exposed by the rapid development of Chinese decorative hardware cannot be ignored.

There are more and more factories in the domestic decorative hardware industry, and brands have come a long way. The building materials market is dotted, and hardware businesses 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. Caused the hardware industry to enter the Red Sea market, entering the vicious competition of prices.

According to Mr. Wang Xiaobo, Chairman of Xima Decorative Hardware, the author introduced that the current hardware manufacturers operating the brand in the market are mainly divided into professional and system brands.

Professional brands generally refer to the production of more specialized factories to market their own core single products. 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. Such brands usually use specialty stores or store-in-shops as terminal sales forms, with prominent brand image, complete product mix, and mutual promotion of products, basically fulfilling customers' one-stop shopping needs, and can also solve the problem of multi-category products for engineering companies. The problem of the same brand purchasing has reduced the multiple procurement links of the dealers and maximized the benefits of the stores. At the same time, due to the huge product system plus the personality and connotation of the brand, it is difficult to be replicated by peers. However, it is very difficult for these 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 to OEM. , so most of the products lack bright spots and selling points, there is no difference; 2, high operating costs, because most of the products are OEM OEM, so the price is not competitive, dealers to promote brand confidence is not enough; 3, inventory pressure is very high, OEM The degree of cooperation with the processing plant is not enough, or the style of the product is too small, or the phenomenon that the goods are out of stock and the delivery is not timely occurs frequently. 4. In addition to the core single product, other OEM products are difficult to update and introduce new products in a timely manner.

The above two brand strategy models have their own advantages and disadvantages, each with its own shortcomings. Nowadays, it is indeed a difficult and uncertain choice before the manufacturers and distributors. How do you kill a blue sky in the turbid domestic market and enter the blue ocean market?

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