Mechanical hardware must find new ways

China has gradually become a major metal processing country and exporter in the world, and it has become one of the world's largest hardware manufacturers, with a vast market and consumer potential, but now the sales decline in the hardware and electronic machinery industry, on the surface is a multinational enterprise into China and other external changes in the situation Due to the fact that the hardware and electronic machinery industry has a low degree of concentration and competition in homogenization is serious, although there are more than 200,000 enterprises in the hardware and electronic machinery industry in China, the scale of production scale is not enough, and high-tech and high-value-added hardware and electronic machinery are not enough. The proportion of products in the company is low.

Lan Xiaohua, a special researcher at the Chinese University of Hong Kong, said that China’s electromechanical hardware and stainless steel companies, especially growing companies, must be clear-headed and must firmly seize strategic development opportunities and establish a reasonable marketing target strategy for themselves. The road to demise. Some of the hardware and electromechanical companies were quickly squeezed out of brand management and became major brand cooperative factories. Lan Xiaohua, a famous brand marketing expert, said that in the past decade or so, hardware and electromechanical companies have reached a compound annual growth rate of 30%, but now they are facing a completely new situation. "The existing orders are mostly passive, and it is hoped that the businesses that can take the initiative in the next two or three years will occupy 30% to 40%, so that they can survive." Ye Gui, Secretary-General of the Yangjiang Hardware Merchants Association, said in an interview with the author that, in fact, this year The first half was better than expected and sales increased by 19%. But at the same time, he also revealed that since July, sales were not optimistic, and orders for October were lower than last year. According to current market conditions, he is not optimistic about the hardware market in the fourth quarter and 2013.

Actively seeking change to prepare for winter hardware and electronic machinery brand should not follow the flow, but in pursuit of popular elements while more emphasis on the brand's own style of differentiation, Lan Xiaohua suggested that companies should abandon short-term behavior, must adjust the strategic direction of the company, organization structure , And the operating model can overcome the difficulties to achieve success. Lan Xiaohua pointed out that the future of the hardware industry is to provide professional and personalized products and services. Enterprises need to form their own core competitiveness, fully embody differentiation, and increase investment in product research and development so that products can truly be used for consumption. The people accepted and loved it. The “China (Wenzhou) International Industry Fair 2013” ​​sponsored by the Wenzhou Municipal People’s Government and China National Machine Tool Corporation will be held on March 15-17, 2013 at the Wenzhou International Convention and Exhibition Center. At present, 1,000 companies from 29 countries and regions around the world have registered to participate in the exhibition. Both the scale of the exhibition, the number of exhibitors, and the international regional sources have all increased by more than 9%. The scale of the exhibition has reached a record high. According to report, various signs such as new products coming out at the show, increased scientific and technological content, targeted R&D for specific markets, diversified marketing, and serialization of products, the company’s emphasis on brand image and the increase in innovative designs indicate that the Chinese hardware industry is optimistic about the future development prospects. Confidence is still there. The good news is that many well-known domestic and foreign innovative companies and functional hardware and electromechanical brands have actively participated in the exhibition this year, creating an atmosphere of science, technology, hardware, electrical machinery, and quality of life. Faced with new challenges, "innovation for survival" has become the slogan of many hardware and electromechanical companies. "Hardware Exhibition has risen against the trend and shows the confidence of our company. Our company has confidence in its own products and has confidence in the market." I am confident of my own business.” Zhu Renhe, chairman of China’s Wujiao Association, said that this year may be a difficult year, but next year will be more difficult and the industry will have downward pressure. Hardware and electromechanical companies must understand the situation and actively seek change. Prepare for the winter.