As a supporting industry hardware industry, although less prominent, but it is the basis for the manufacturing industry and an important part. China decorative hardware industry after years of development, whether it is industry size, industry influence and technological content of products have made considerable progress in the world metal structure in place. But China's rapid development in the decorative hardware in the exposed problems we should not overlook.
Domestic decorative hardware industry plant more and more brands one after another, building materials market, such as dotted, hardware businesses are sprouting everywhere. PVC windows Obviously, the industry is already in production and supply demand imbalance is far greater than the state, competition is very fierce. And even more worrying is many manufacturers do not have R & D capability and sustainable development strategy, simply try to imitate the copy, product technology, style is almost identical, the homogenization of the whole market is very serious and traditional business model is a single, direct into the Red Sea led to the hardware industry, market, into a vicious price competition situation.
According to Cima decorative hardware, aluminum windows Chairman Mr. Wang Xiaobo to the author: hardware manufacturers currently on the market mode of operation of the main sub-brands brand and the system of professional brand two.
Professional brand generally refers to the production of more specialized factories to promote their core market individual products. This brand has the advantage of producing more professional, cost-effective, fast delivery, research and innovation ability. However, one drawback is that the product line, superior products can easily be copied and imitated peers weakened, and that during the shop can only occupy the dealer to do a wall display, brand image is difficult to upgrade, so comprehensive is not strong, it is easy submerged in accommodating market place.
System generally refers to multi-category brand portfolio of brands, product lines cover locks, hardware supporting projects, large handle, door-control hardware and bathroom accessories and other products. This brand usually store or shop as a form of sale terminal, prominent brand, improving product mix, driven by sales of products complement each other, basically a one-stop shopping needs of customers, but also to solve the multi-category product engineering companies to purchasing the same brand the problem, reducing the purchase link multiple dealers, shops can achieve maximum efficiency; the same time due to the huge production system coupled with the brand's personality and content, is difficult to peer replication. However, the successful operation of these brands is extremely difficult in order: 1, most of the brand operators produce only one of its core products or not the factory, the other category of ancillary products are directly elected in a number of other plant species do OEM style Therefore, the lack of highlights and selling points of most products, there is no difference; 2, operating costs are high, as most products are OEM OEM, so the prices are not competitive, dealers promote brand confidence is not enough; 3, great pressure on the stock, OEM processing plant with enough, or too little variety styles, or to goods often out of stock, delivery is not timely phenomenon; 4, in addition to the core of individual products, and other OEM products is difficult to update the introduction of new products.
These two models have advantages and disadvantages of brand strategy, each with its short. Today, placed in front of manufacturers and distributors is indeed a difficult choice but drift uncertain how the domestic market in the growing and becoming more diffuse popped a blue sky, into the blue ocean market.