Hardware products should promote brand building

Jin Lixin, secretary-general of the China Hardware Association, said in an interview with reporters recently about the development of the industry: “After the unremitting progress of the entire industry, by 2012, the total import and export volume of China's hardware products industry has exceeded 100 billion US dollars and reached US$102 billion. Of which, exports were around 81 billion U.S. dollars, and imports were around 21 billion U.S. dollars, almost doubling the 51.6 billion U.S. dollars of imports and exports in 2007. But a large part of the industry’s exports comes from foreign investment and joint ventures. While expanding exports, it is necessary to further consider how to strengthen export brands and gradually increase the proportion of independent brands in the industry."

At present, China's hardware products have been exported to 220 countries and regions around the world, to meet the different needs of people in various countries in the world. Among them, the export value of construction hardware, daily-use hardware and tool hardware exceeds 10 billion US dollars. As one of China’s major export products, China’s hardware products industry has only completed the domestic OEM manufacturing process that meets the requirements of foreign brands, especially European and American strong brands, and has achieved its own manufacturing capability. Intensified, some products have already met the quality requirements of international brands, but due to the relatively long period of time required for integrity building and cultural differences between the East and the West, the awareness and channel control of independent brands in foreign markets is still relatively weak. The proportion of OEMs in product exports is still relatively large. It is reported that, at present, the hardware industry's own brand of exports in the Asia-Pacific and Middle East countries, the effect is better, for the European and American markets, companies are trying to use registered foreign language's own brand to open up overseas markets.

“In any case, the core of the hardware industry’s strong export brand is the establishment of integrity, which is the long-term acceptance and trust of foreign consumers for the brand, and it has its own brand, so it is possible to have independent channels and independent pricing power.” Newly emphasized.

Jin Lixin analysis believes that at present, China's hardware products already have the conditions for making bigger exports and stronger export brands.

With the recovery of the U.S. economy and the rise of the BRICS countries, the export of hardware products in the United States, Europe, and Japan is shifting to a diversified structure with the United States and the BRIC countries as the main representatives. Although the global economy is facing the adverse effects of the financial crisis, the economic strength of the emerging economies represented by the BRICS countries is gradually increasing, and the demand for hardware products in various countries will continue, and the export value of the industry will continue to increase. Second, the mode of trade in the industry has been transformed. At present, the hardware industry's export trade methods are mainly general trade and processing trade, and the proportion of general trade is increasing year by year compared to the past, and the proportion of processing trade is decreasing year by year. From the perspective of the subdivision industry, the proportion of general trade is above 60%. Among them, the general trade proportion exceeds 80% with construction hardware and cooking utensils, between 70% and 80% range hood, zipper, shower room , stainless steel products and kitchen equipment, less than 70% of the locks, tool hardware and household hardware. The higher proportion of processing trade is tool hardware and daily hardware products, both exceeding 23%. It should be noted that in recent years, some of the hardware products that have a relatively large number of exports and lower prices still face internationally from time to time. The challenges of technical regulations, anti-dumping, and countervailing measures in developed countries, such as lighters, zippers, stainless steel sinks, stainless steel trays, nails, etc., are also increasing the use of dual countermeasures and technical barriers by developing countries. This will have an adverse effect on the export of China's hardware products.

According to reports, since the first quarter of this year, the proportion of OEMs in the hardware industry has gradually been adjusted. The proportion of domestic and foreign sales has grown from the previous 3:7, 4:6 to the present 5:5. This releases the industry to a certain degree. A positive signal. “But in front of an increasingly complex market environment, companies need to do the homework: persist in export, consolidate existing channels, improve product quality, gradually establish their own brands, at the same time, based on the domestic market, increase investment, and be autonomous The basic work of brand building,” added Jin Lixin.