Hardware market rebounded

In previous years, the trend of “outward” development of household hardware companies was relatively obvious. With the vigorous development of the home furnishing industry such as cabinets and sanitary ware, most companies began to pay attention to the vast domestic market. At present, export-to-domestic sales have become the focus of corporate strategic development.

According to customs statistics, the total import and export volume of China's hardware industry in 2010 reached USD 74.923 billion, an increase of 30.1% year-on-year. Among them, total exports amounted to US$57.51 billion, an increase of 31.4% year-on-year, and imports totaled US$17.412 billion, a year-on-year increase of 26%. In the low point of development, the China National Hardware Products Association led the industry to adjust its strategy, speed up the transformation and structural adjustment, and shifted from exporting to domestic trade and foreign trade, both domestic and foreign markets, and continued to open up the domestic market. This positive effect has led to significant results, led to a comprehensive rebound in the hardware industry, in particular, showing an explosive growth in the domestic market, achieving a 27% rapid growth in the industry.

Hardware industry highlights the focus of domestic trade

Five major changes

Although China's hardware industry achieved good results in 2010, the "12th Five-Year Plan" put forward higher requirements for the industry. The country puts forward the transformation of industries to low-carbon environmental protection, and the core of industrial transformation is upgrading, which is moving from the current situation to a higher-level industrial model. In recent years, the domestic furniture industry, such as cabinets and sanitary wares, has been booming. Most companies have begun to pay attention to the general trend of the domestic market. Exports and domestic sales have become the focus of strategic development. China National Hardware Association proposed the main directions and priorities of the hardware industry planning and upgrading during the “Twelfth Five-Year Plan” period, including five major changes:

The first is the transition from extensive to intensive. Change the status quo of small, multiple, weak, and scattered industries, improve product processing capacity, upgrade manufacturing equipment and technology, create brands, and take an intensive development path. In the past 15 years of development, the hardware industry has taken a broad path of development. High-pollution, low-level, repetitive labor, low-end product surpluses, and high-end product shortages have always existed, which has not only caused a waste of resources. The destruction of the environment has also constrained its own development. Today, this growth model has come to an end. The core of the shift from extensive to intensive is to improve product processing capability and quality, and take the road of independent innovation and independent brand development. Raising the quality, independent innovation ability, and creating own brand and channel have become imperative. The shift from extensive to intensive is imminent.

The second is the shift from labor-intensive to technology-intensive. Labor-intensive industries can also introduce modern electronics and IT technologies into the industry. The Faucet Industrial Design Contest announced at the "2010 China International Hardware Show" was a demonstration and guidance for the entire industry by the Hardware Association starting with industrial design to increase product technology content and added value. There are many kinds of hardware industry, each with its own characteristics, and take a technology-intensive approach, which has a lot of room for growth.

The third is the transformation of quantitative expansion into qualitative improvement. At present, the homogeneity of products and the low level of repetitive labor in the industry have not yet been improved. To achieve the transition from a large producing country to a strong manufacturing country, we must overcome the current status of too many low-end products and high-end products. In 2010, the import value of construction hardware was US$4.99 billion, an increase of nearly 30% year-on-year. It can be seen that the market equivalent to more than 300 billion yuan has been occupied by foreign brands.

The fourth is the transition from low cost, low prices to high added value and high profit margins. At present, the architectural hardware industry still has the current situation of low-price competition among peers and disrupts the industry. This kind of competition is completely a kind of harm to the industry, and the final result can only be lost. The positive example is the hood industry. There has been no price war until now.

The architectural hardware industry must increase the connotation of its own brand, create and promote sales channels, and must make greater efforts in brand promotion and market hardware. At present, the domestic market is very mature, and the quality and taste of consumers have also been improved. Therefore, taking root in the domestic market, especially the high-end market, we can grasp the initiative and not be afraid of the impact of the international market crisis. At present, production costs, living costs, and social costs are all increasing, and product prices are also under great pressure. How to adjust requires careful planning by enterprises.

The fifth is based on the export of OEM mainly to their own brands. Paying attention to the domestic market is not abandoning the international market. Walking on two legs means that the domestic and foreign markets are both concurrent and parallel. However, as a key enterprise in the industry, a company that wants to be a hundred-year-old shop can stop OEMs. OEMs always take orders, production, and delivery. They know nothing about the domestic market, standards, and trends. This industry model completely dependent on each other is actually very dangerous and passive. Once customers change, Businesses are very likely to fall into crisis. Therefore, if you want to continue to improve products, companies, and long-term development, you must grasp the initiative of the brand and embark on a solid road to independent brands.

Home Hardware Beyond Functionality

Outstanding decorative and intelligent

Home hardware can be divided into general and special categories according to the settings. The former includes hinges, hinges, slides, etc. The latter includes bathroom hardware and kitchen accessories. Among them, hinges, slide rails, hinges and locks are used most frequently in life and are therefore more important. In recent years, due to the continuous improvement of consumer demand, greater demands and higher requirements have been placed on hardware accessories. Take the furniture industry, the quality and grade of furniture is mainly reflected in the selection of hardware accessories. Inconvenient use of furniture, to a large extent, is due to the improper selection or lack of hardware accessories. The industry has often said: "As long as the corresponding hardware accessories, very complex multi-functional furniture can be produced." Industry sources said that the value of hardware accessories in furniture accounted for 5%, but the operating comfort accounted for 85%. The importance of hardware accessories in furniture can be seen.

In the past, home hardware was more emphasized on its mechanical properties, rust resistance, moisture resistance, and fatigue properties of moving parts. In today's increasingly demanding personalization and integrity at home, home hardware must not only satisfy the above-mentioned functionality, but also have an eye-catching ornamentation and overall integrity with the overall home improvement style. Take the most common handle, the current market in addition to the stainless steel handle, there are black, bronze, light chromium, pearl nickel plus transparent paint, in the shape, there are European, Chinese, conventional, shaped, etc. And so on, to meet the diverse needs of consumers. What's more, the Good International Group has launched a 2-carat diamond handle at the 2009 International Building Materials Decoration Fair following the launch of a pure gold handle worth RMB 108,000 in 2008. Home decoration hardware development trend is evident.

Smart is also a major trend in home hardware development. Industry experts said that home life is increasingly important for individuals and the comfort requirements for homes are also increasing. The lazy style of life that people want nowadays requires hardware to be more humane and intelligent. This is more evident in the cupboard industry where hardware use reaches 35%. Such as the introduction of electronic smart pumping in the field of foreign high-end cabinets, to achieve the cabinet "no handle" of the simple design, "immediately." The use of new types of damping and slide rails has enabled cabinet drawers to carry heavy load, no rebound, and no leakage, while extending the service life of the damping and slide rails. In the integrated bathroom design, water temperature automatic adjustment of bathroom accessories, card locks, automatic doors, sensor switches, etc. have also begun to enter people's lives, providing the necessary conditions for the home to the direction of intelligent development.

Farewell to counterfeiting and branding

Take the road of own brand

The status of hardware in the home is so important, but the domestic high-end home hardware market and the profitable brand market are mostly occupied by imported hardware companies. The hardware accessories of major famous brands of furniture and cabinets are basically covered by imported hardware companies such as Blum, Hettich and other European companies. The use of German or Italian hardware accessories has become the biggest selling point of furniture after plates.

In the past few years, the trend of “outward” development of domestic home hardware enterprises was quite obvious. At that time, although there were many internal enterprises, due to the low cost and fierce competition, most companies were relying on reducing the price of their products to obtain a market. As a result, corporate profits are very low. Basically, they can only reach the state of maintaining production, but it is difficult to make money. The consequences are low product prices, low added value, and low profits. Companies do not have sufficient funds to continue to develop. If the enterprise can not progress, the industry will be difficult to upgrade, resulting in unsatisfactory results. Enterprises do not have enough funds to ensure that product design and technological content can not be improved, plagiarism and accepting orders from overseas companies become the ultimate choice for business survival. This will inevitably lead to the absence of domestic hardware accessories in the high-end market.

With the vigorous development of domestic cabinets, sanitary ware, and other home industries, most companies have begun to pay attention to the vast domestic market. Export to domestic sales has become the focus of corporate strategic development. Home hardware enterprises are deeply aware of this. “In the future, our goal is to deeply intervene in the domestic high-end market. We have already done research.” A hardware manufacturer that has long been making OEM products believes that due to long-term export abroad or for For foreign investment, many domestic companies are very strong in product quality. “The key is to change the previous practice of remanufacturing and light branding, and strengthen brand management capabilities and strategic awareness of corporate image so that it can certainly achieve its due market position.”

Low-price competition, imitation, and OEM production are limited to a certain historical stage. With the development of the industry and the upgrading of competition, the product technology content is increased, the company has independent patents and designs, and the emphasis on brand building and marketing is the long-term development of the company. The best choice. Huang Honglong, the CEO of Haohao International Group, which introduced gold handles and diamond handles, believes that the hardware industry is gradually moving into the eyes of consumers from the invisible brand.