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Since the second half of 2011, the “winter†of China's pan-home industry has finally arrived. In 2011, the small and medium-sized hardware companies can be said to be suffering in the "ice", "three wild and two high" so that they have nowhere to escape, "the collapse of the tide, the boss runs the road", etc., a wave of unrest has arisen, no financing, There is no door to the loan. Finally, the government began to rescue the market, and the banking industry began to relax restrictions on small and medium enterprises. From the analysis of the domestic macroeconomic situation and the international economic situation, this "cold winter" will last for about one and a half years, and the recovery time may be in the spring of 2013. Then, can small and medium-sized hardware companies break through in 2012, break through the “ice ice†and usher in the “warm spring†of the industry? The external environment of the “closed tide†is currently the main problem in the hardware industry of the Pearl River Delta is the serious decline in export sales. At the Guangzhou Autumn Fair held recently, many of the hardware companies that participated in the situation faced: the turnover in the European and American markets dropped sharply, and the emerging markets were relatively active. Buyers in Europe and the United States have increased, but most of the wait-and-see orders, the actual transaction decreased by 19% and 24%. After the earthquake in Japan, demand was released, and buyers and transactions increased by 29% and 28% respectively. New economies such as India, Russia and Brazil grew by 9%. Potential markets in Africa, Asia, Latin America and other potential markets increased by 39%. The European and American markets traditionally exported by hardware companies have experienced serious declines, and due to the substantial increase in the cost of domestic production factors and the expectation of RMB appreciation, hardware companies are afraid to pick up long orders. The rise of emerging markets such as Africa, Asia, and Latin America also has an adaptation process that makes it difficult to compensate for the decline in sales in the European and American markets. Therefore, due to the serious shrinkage of the traditional European and American export markets, which account for the largest proportion, it is even worse for hardware companies that rely heavily on exports. Due to the sharp increase in labor costs this year and the continuous appreciation of the renminbi, the profits of hardware companies have been declining, and they have reached the point of meager profit. Once the export sales volume drops sharply, it will not be able to maintain the normal operation of the factory, resulting in a “closed tide†in the Pearl River Delta. The internal cause of the "closing tide" is the hardware enterprises in the Pearl River Delta region. Due to the geographical advantage, most small and medium-sized hardware enterprises are export-oriented processing enterprises. They rely on cheap labor to OEM foreign-made hardware products. There is no brand, no innovation, no The bargaining power, which only earns meager processing costs, generally only earns 5% of profits. Now, due to the sharp increase in labor costs and the continuous appreciation of the renminbi, the profit is only 2%. With the accumulation of China’s national wealth and the affluence of people’s lives, the cost of living is rising and the demographic dividend is gradually disappearing. Nowadays, most of the young people in the 1980s and 1990s are no longer willing to work hard in the hardware industry. jobs. The wages and benefits are low, no one is willing to do it, and it is high and unaffordable. As a result, many hardware companies are seriously underemployed. All kinds of internal reasons have made it difficult for China's small and medium-sized hardware companies to survive. The survival of the fittest, unable to adapt to it, must be eliminated. Experts and industry insiders said that they want to transform, not to turn to the deterioration of the external environment and the problems of internal problems, making the survival and development of small and medium-sized enterprises such as domestic hardware extremely difficult. Taking into account the plight of the real economy and the crisis of small and medium-sized enterprises, the state has made adjustments in financial policies and taxation policies to support small and medium-sized enterprises to tide over the difficulties. I. The “warm-market†policy of the “two-pronged approach†of the state On October 12, 2011, Premier Wen Jiabao of the State Council presided over the State Council executive meeting, which mainly provided policy support for the current difficulties of small and medium-sized enterprises. Strong measures in both finance and fiscal taxes to “save†small and medium-sized enterprises. Then, in the case of almost full-line collapse, can financial and fiscal support really stop the downturn of the industry? Can small and medium-sized hardware companies take advantage of this shareholder trend, take advantage of the trend, highlight the encirclement and win the vitality? If these policies can really It is a thing worth looking forward to to melt out the "ice ice" of the development of the industry. Spring may not be far away. Second, the group financing, small and medium-sized hardware companies can "break the ice" and on August 17, 2011, the Ministry of Commerce and the China Banking Regulatory Commission jointly issued the "Guiding Opinions on Supporting the Development of Co-financing in the Business Circle", aiming to encourage small and medium-sized enterprises to "carry the group" Financing with banks or guarantee institutions. The "Opinions" proposed improvement from the research and development of local support policies, increased financial fund support, the establishment of business domain credit files, the comprehensive management level of business and trade entities, and the overall risk prevention and control capabilities of the business circle. Specific measures for the financing environment of the business district. "Opinions" undoubtedly provide a development opportunity for small and medium-sized hardware companies that are in crisis, just like "a touch of sunshine in the cold winter" gives the enterprises in the dark a bright future. Small and medium-sized hardware companies can take the opportunity to "break the ice" and raise funds. Together to resist difficulties and win development vitality. Third, adhere to the road of branding Most small and medium-sized hardware companies in the Pearl River Delta rely on exports, because of the deterioration of the export environment, it is now facing difficulties. However, some hardware companies have long adhered to brand building, product innovation, marketing network construction, etc., and have now become well-known enterprises in China. A large number of Pearl River Delta hardware companies such as Dongtai, Taiming, Xinghui, Jinyuren, Mingmen, Huitailong, Yajie, Skye, etc. can maintain a steady growth in the situation when the environment is not ideal. Hardware companies should first change themselves, strengthen themselves, gradually create their own brands, and have their own core competitiveness. With the brand, there is added value, and there is bargaining power. The power of the brand is the most powerful weapon to avoid price wars. But creating a brand is not something that can be achieved overnight. It requires the company to adhere to brand packaging, advertising, product development and innovation, dealer network construction and maintenance, etc., which requires a lot of manpower and material resources from hardware companies. In short, hardware companies need to be invested in long-term investment, and the difficulty is quite large. Without long-term effort, it will not work in a short time. Fourth, enterprises should study transformation and upgrading and channel sinking In the "severe winter" period of this year and a half, enterprises must seize the opportunity to study transformation and upgrading and channel sinking, and do not change. Experts warned entrepreneurs in the hardware industry to establish confidence. The current difficulties faced by the industry are only temporary. After the market is shuffled, it will recover in a year and a half. For hardware companies, in the current market situation, the current market is a segmented market. Hardware companies must find a certain point, concentrate on R&D, do product quality, launch new products, and products. It is necessary to have new ideas and characteristics in a certain category. Then increase marketing efforts to achieve continuous breakthroughs in exhibitions, advertising, marketing teams, etc., to achieve well-known brands in the market segment. For example, the building materials industry can specialize in cabinets, furniture, doors and windows, wardrobes, etc. For example, Jin Yuren specializes in cabinet handles, and is a high-quality metal handle. It has become a well-known brand in the cabinet industry and has become a high-quality supplier of well-known brands in the country. Guandong Hardware is a well-known brand of wardrobe hardware in a short time. . Therefore, to be an innovative enterprise, adhere to technological innovation, product innovation, marketing innovation, is the way out for hardware companies. Second, we must increase investment in second- and third-tier cities, radiate four-level markets such as county towns, and do a good job of sinking channels. For example, the famous door lock industry vigorously develops dealers. At present, there are nearly 1,000 dealers in China, many of which are in second- and third-tier cities. At present, the sales volume of building materials and hardware has dropped sharply due to the sharp decline in the transaction volume of the first-tier cities. However, the famous door lock industry has no big influence because most dealers open specialty stores in second- and third-tier cities, and sales of many specialty stores have increased.
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