China's hardware has taken its place in the world and is on the same footing with the global hardware leader. Many world famous hardware companies have entered the Chinese market. We will coexist with them for a long time, which undoubtedly poses absolute challenges and pressures for Chinese companies. With China's accession to the WTO, China's hardware industry has achieved an important position in the world.
Lock market competition is fierce waiting for opportunities
Hardware locks as an important branch of the hardware market, the market is huge. Only 600 million yuan in the electronic lock industry, there are more than 3,000 companies in the killing, and the focus is concentrated in the hotel and other engineering units, no company has thought of a larger personal home market, and these companies do the most The company also had sales of only 100 million yuan. In this context, just adopting a follow-up strategy means that it will never grow or be strong; from a product perspective, currently, there are two major types of locks sold on the market.
1: It is a mechanical lock commonly installed and used by traditional and current households.
2: The current electronic locks are common in hotels and enterprises. For mechanical locks, the price is only 2 or 30 yuan, and the most expensive is not more than 1,000 yuan.
The relatively low level of marketing in the lock industry, few companies that can do brand promotion, and more rely on price wars to nibble on the market. From a marketing point of view: Kotler once put forward a marketing thinking level of marketing, also known as "thinking out of the box", which requires companies to cross the existing products and markets, inspire new ideas through original ideas and product development. Market and profit growth points. In the concept drawer of the electronic lock, it is impossible to highlight its technical advantages and unique safety performance in many similar electronic lock products. At present, there are two categories in the lock industry, namely, traditional mechanical locks and ordinary electronic locks. This is a typical traditional thinking. It is a product category that has not been strategically designed but is based on the natural attributes of products.
It is understood that compared to the electronic lock up to 8,000 yuan more than the price, mechanical locks with its low غير مجاز مي باشدt and ease of use has become the general public preferred locks. As a result, electronic locks are commonly used in hotels, institutions, business enterprises and high-end intelligent real estate support. From this point of view, due to profit reasons, family locks have not received sufficient attention from lock companies, which may also be the point of opportunity.
Hardware locks compare international and domestic markets
Domestic lock companies are waiting for opportunities, but judging from the strength of enterprises and the large environmental market, the following gaps exist between the domestic market and the international market:
Marketing Management: Management experience, management methods, and management talent are all facing challenges. Market management, price management, and promotion management are all at a medium or medium-high level. Right now, China's hardware management and management model has not yet embarked on a real agent.
Experts predict that the export of finished products will account for the proportion of global manufactured exports, which should increase from 5.22% in 2000 to more than 10%. At that time, China will also have a number of powerful hardware manufacturing groups, forming a number of distinctive and internationally renowned hardware manufacturing centers. By 2020, the proportion of China's industrial added value to global industrial added value will increase from 5.72% in 2000 to more than 10%.
Strategic planning: Production companies must be professional and must be leaders in the product category. Chinese companies are currently smaller in size and do not respond to all the necessary tasks. Instead, they should first do the best for a class of products. The products of world-class companies often give a very clear impression. Many of our hardware companies have diversified strategies, and there is excessive competition at the same time. Many domestic manufacturers and brands do not have prominent main businesses, and their core competitiveness is poor.
Funds: Debt management. If you want to get close to the market, you will lack the ability to transform. The products are all on the same level. Therefore, the development of enterprises is difficult, often forced by helplessness and caught in a price war. At present, it is difficult for China's hardware manufacturers to get financing. Even if they can finance, the scale is very limited.
Technology: The design capability and level of multinational hardware companies and processing methods are higher than ours. They have advanced design reserves, and we lack both capital and technology.
Mechanism: Our traditional hardware manufacturing companies, even if they are listed, may have a strange circle, that is, the enterprises that regulate the operation also retain traces and imprints under the traditional management mechanism more or less, because they are all born under the traditional mechanism. from. Such mechanisms and traces restrict the exertion of competitiveness. Multinational corporations have established a modern enterprise system with clear property rights and are operational.
Scientific decision-making mechanisms: Establish effective information channels and quick-response decision-making pipelines, and the response of China's hardware to the market often lags behind. We often lack decision-making and delay business opportunities in this decision-making. Many people in the country believe that foreigners do not understand the Chinese market. In fact, foreign manufacturers will use high salaries to solicit local talent from China, willing to pay for information.
Services: The service is very standard, not only not affixed money, but also profitability, using economic means to promote their service standards. Foreign hardware manufacturers take the laws of the host country as the yardstick and never engage in a promise competition.
Field: Products include manual and power tools, automotive diagnostic and repair equipment, diagnostic technology and related products, and are widely used in automotive, aerospace and other commercial fields. The hardware tool market in the United States has a market capacity of US billion.
Channels: China's hardware exports account for only a few percent of the total amount. Expanding overseas markets is only the beginning. It is necessary to go global and lack the talents and trade experience of transnational elites. The demand for the Chinese market itself has been increasing. Many foreign companies have come to China to produce. What they value more is the Chinese market. Most of the Chinese hardware makers are based on the domestic market. However, the domestic market is undergoing changes. The traditional big commercial trade unions, trade associations, Hualian systems and cross-border power systems are all economic associations, waste of resources, and high marketing غير مجاز مي باشدts.
Brand: Chinese companies have a high degree of familiarity with languages and markets, and they also have a relatively good understanding of the needs of culture. Therefore, it is more likely to establish their own brands. Foreign hardware companies that have entered China are internationally renowned multinational companies. They have good reputation and can provide users with quality products and perfect services.
How to do the domestic lock company
Although China is the world’s largest hardware producer, there are not many high-precision and high-efficiency products. The phenomenon of low-level and low-value-added products is widespread, and brand marketing is also lagging behind. In particular, the lock industry, due to the low threshold, the lock industry product proliferation, fish head mixed. In order to improve competitiveness, hardware companies must expand sales channels and develop high-end products.
Improve awareness of patent protection
Due to the low barriers to entry in the lock industry, patent protection awareness is weak. Even if the hardware lock company has an advanced patented technology, then similar products will appear in the hardware lock market. The low threshold of hardware locks in the current environment has led to confusion in the hardware lock market. The lock market infringement will happen from time to time. And the lack of brand awareness in the hardware lock market, the hardware market everywhere, there are brands, no brand, in short, is a mixed bag.
It is the key for subordinates to cooperate with each other
Although the doors and hardware locks are all downstream subsidiaries of real estate, starting from the supply and demand relationship in the market, hardware lock companies are subordinate to the door companies. After more than 10 years of development, while the strength of the door companies is increasing, their channels are constantly changing. Therefore, the demand for hardware locks is also changing subtly. Therefore, traditional hardware locks have long been unable to meet the needs of the door companies. Therefore, today's hardware locks companies should not stay in the demand level of previous years to view the current market, must have the consciousness of advancing with the times, meet the market demand, read the inside of door companies, and master the market demand for door companies. Only in this way can we seize the opportunity to increase sales and increase market share. Therefore, cooperation with the gate companies is very important.
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