The survival path and winning way of Zhejiang hardware enterprises

1. Hardware Market Overview The bookmark3 hardware industry is known as the basic industry of industry. It is related to 90% of the national economy. Its products cover all aspects of social and economic life and have been called the “golden industry”. At present, the total annual trade volume of global hardware products reaches 600 billion US dollars. Since the reform and opening up, China's hardware industry has developed rapidly, with an average annual growth rate of more than 2 times. The number of enterprises has increased from more than 2,000 in the early 1980s to more than 70,000 today; In the early 1980s, there were only 400 kinds and less than 500. But now, the number of varieties that have increased dramatically has increased by 20 times. The product classification has also been from the traditional daily hardware and construction hardware. And tool hardware 3 categories, developed into kitchen equipment, shower room, gas appliances, suction and exhaust fumes, cooking utensils and other 10 categories of products, and formed 23 national hardware production and export base, 200,000 hardware distributors And about 1000 hardware integrated markets. At present, China has become the main production base of global hardware products and the country with the largest output. In 2005, the output value of the hardware industry exceeded that of 2008, and the global economy was swept by the financial crisis. Under the financial crisis, the development of the hardware industry has been faced with unprecedented difficulties, internal and external troubles, and pressure, coupled with the impact of raw material price increases, the hardware industry has been tested unprecedentedly. In 2009, the hardware industry was still affected, the trade surplus of import and export was shrinking, and some foreign investors withdrew from the hardware market, and the overall economic growth rate slowed down considerably. Recently, there has been a saying in Zhejiang hardware small and medium-sized enterprises that it is called “five tigers down the mountain”: lower external demand, rising raw materials, higher labor costs, increased environmental protection costs, and a sharp appreciation of the renminbi. At the same time, the "five tigers" went down the mountain and bumped into the credit crunch.

2.1 The competitive environment of the Zhejiang hardware market In the face of the impact of the international financial crisis, the Zhejiang hardware products industry took the lead in the economic transition period. The entire industry has been comprehensively adjusted, optimized industry and product structure, increased independent innovation, expanded domestic demand, established independent brands and its own marketing network, and adopted the strategy of “walking on two legs” in domestic and foreign markets, winning the initiative of development. In addition, affected by the financial crisis, the state introduced a corresponding policy on export tax rebates and increased the amount of exports. Therefore, from the data of the Hardware Association, the basic situation of the hardware industry is good.

According to relevant surveys and statistics, 20% of enterprises in the whole industry have increased by more than 20%, 20% of enterprises have increased by about 10%, and about 15% of enterprises are basically flat. About 40% of export-oriented enterprises are undergoing transformation and acceleration. Transformation. According to industry insiders, under the efforts of the hardware manufacturing industry, by 2010, China's hardware manufacturing industry will be significantly improved, and some enterprises are expected to reach the international advanced level. By 2020, China's hardware manufacturing industry will reach the international advanced level. . Therefore, the hardware industry has great development potential and a broad market prospect.

According to the conclusions drawn from the analysis of Zhejiang hardware competition environment, using SWOT matrix analysis, Zhejiang hardware enterprises may adopt the following strategies: internal disadvantages, reversed strategic growth strategy (so) anti-type strategy (wr), multiple business strategies ( ST 2.2.1 Advantage Opportunity (SO) Strategic Portfolio. Growth strategy, companies should rely on internal strengths to maximize the use of multiple development opportunities provided by the external environment.

SO Strategic Objectives SO Strategic Significance Advantages Utilization Opportunities 1. Expanding customer relationship network with the transfer of the world's top industries 2. Product innovation and service innovation for the domestic market 3. Maintaining the expansion of the industry scale 4. Providing a mechanism to attract skilled workers 5. Cost accounting, comprehensive quantification, refinement, and control of costs 1. With the original brand effect and influence, rapidly expand the influence of enterprises in the world's top industries and enhance competitiveness. 2. Target domestic strong domestic demand and expand the domestic market. Strengthening corporate visibility 3. Expanding scale, increasing attractiveness and sales 4. Auxiliary industry stable technical resources 5. Strengthening cost control and promoting corporate efficiency increase 2.2.2 Weakness Opportunity (WO) strategic combination. Called a reversal strategy, companies should take advantage of the multiple development opportunities provided by the external environment to overcome internal weaknesses as much as possible.

WO strategic goal WO strategic significance to use opportunities to overcome shortcomings 1. Use old customers to develop new customers, clarify customer positioning goals, develop new customer strategies 2. Strengthen contact with world famous hardware companies, learn from the introduction of advanced management models 3. Economic globalization Network marketing, update sales model 4. Strengthen enterprise promotion 5. Join the hardware development cluster, strengthen the advantages of hardware clusters, strengthen the enterprise interaction and contact within the cluster 1. Change the shortcomings of the original new customer development, and innovate the customer development model 2. Management mode Modernization, internationalization, and international integration 3. Targeting geographical disadvantages, launching new sales models, channels, increasing order volume, convenient and modernized marketing model 4. Promoting overall market advantage, interaction within industrial clusters, technical experience exchange 2.2.3 Advantages Threat (ST) combination. Companies can take advantage of internal strengths to counter the threats of the external environment.

ST strategic goal ST strategic significance to use advantage to avoid threats 1. Sales team timely competitive analysis of competitive market information and competitors, adjust competition strategy 2. Pay close attention to market dynamics 3. Strengthen linkage with industrial clusters 4. Segment market , to maintain the overall differentiation with Zhejiang 5. Provide non-profit technical services 1. Global customer strategy development 2. Differentiated competition, highlight product specialization 3. Product technology content increase, expand the difference with competitors 2.2.4 Weakness threat (WT) combination. Called a defensive strategy, companies should try to avoid this situation and reduce the impact of internal weaknesses and external threats on the enterprise.

WT strategic objectives WT strategic significance to reduce weaknesses to avoid threats 1. Establish professional quality supervision departments, strengthen quality supervision 2. Establish long-term Zhejiang hardware market tracking, obtain the latest and fastest industry information 3. Develop a reasonable employee compensation system and intra-enterprise interaction Activities, mobilizing employee enthusiasm 4. Rational use of government resources, relying on government support 5. Expanding financing channels and improving corporate financing capabilities 1. Maintaining high quality standards, strictly abiding by quality, further improving product quality, winning by quality, opening and Competitor's Grade 2. SMEs cannot fully realize their own market information system. Through government assistance, they can grasp the dynamics of the market and industry, reduce judgment errors, and increase market opportunities. 3. Improve employee enthusiasm, accelerate production efficiency, and increase enterprise efficiency. Expanding the scale of the industry, the internal conditions of the scale of operation, external conditions and factors Advantages: Strength 1. Good geographical environment, convenient transportation 2. Strong customer strength and strong relationship 3. Deep product integration, stable quality and stable technical support Service 4. Complete facilities, one-stop production 5. Competitive Talent and pay dividend mechanism, only talents, no ones only. 6. Strict work system, fingerprint swipe 1. Remote location, lack of influence 2. Fixed old customers, poor new customer development 3. Lack of professional quality and technical supervision Personnel 4. Employees' enthusiasm is not too high 7. The sales method is outdated, and there is no large-scale transfer of growth within the network marketing to drive strong domestic demand into the SO strategy: 1. With the transfer of the world's top industries, expand the customer relationship network 2. Products for the domestic market Innovation, service innovation 3. Maintaining the expansion of industrial scale 4. Providing mechanisms to attract skilled workers and controlling costs WO strategy: 1. Using old customers to develop new customers, clarifying customer positioning goals, and formulating new customer strategies 2. Strengthening with world famous brands Hardware companies contact, learn from the introduction of advanced management models 3. Under the economic globalization, network marketing, update sales model 5. Join the hardware development cluster, strengthen the advantages of hardware clusters, strengthen the enterprise interaction and contact threats within the cluster: Threat exhibition strengthens ST strategy: 1. The sales team makes timely competitive analysis of competitive market information and competitors, and adjusts the competition strategy. The linkage of the gold industry group 4. Segmentation of the market, maintaining the overall differentiation with Zhejiang 5. Providing non-profit technical services WT strategy: 1. Establish professional quality supervision department, strengthen quality supervision 2. Establish long-term Zhejiang hardware market tracking Get the latest and fastest industry information 3. Develop a reasonable employee compensation system and interactive activities within the company, mobilize the enthusiasm of employees 4. Rationally use government resources, rely on government support 5. Expand financing channels, improve corporate financing capabilities, integrate Zhejiang hardware, The integration of external factors and the analysis of market opportunities and threats faced by them can be concluded that the SWOT matrix of Zhejiang Hardware is as follows: 3. The future development of Zhejiang hardware enterprises Zhejiang Hardware can develop to the present in the fierce and fierce market competition. It is not easy to gain a foothold in the hardware market. This is a good opportunity for the great development of the hardware industry, and it is also the result of the correct implementation of the competition strategy. The competition for Chinese hardware will become more and more fierce. Coupled with the involvement of foreign capital, the strategic shift of world famous hardware companies, the reshuffle of the hardware industry has begun, and a new situation is gradually taking shape. Can it stand under the new competitive situation? With a firm foothold and greater development, Zhejiang Hardware should rise to the forefront, review the situation, grasp itself, seize the opportunities given by the market, scientifically formulate development strategies, actively participate in competition and integration, and continue to grow bigger and stronger.

In enterprise management, there is a concept called “competition”. Enterprise development should not only analyze the market competition environment, but also consider the cooperation between enterprises and enterprises, and gradually replace the simple competition of the past with you and “competition”. We advocate macro-integration and micro-competition. In this relationship, if the company itself is good at organizing production, it can not build its own marketing network, but only focus on its own production. If the company is good at exploiting the market, it can not build its own production workshop, but The orders held by the manufacturers are directly ordered from the manufacturer, and the two sides play a complementary effect. From strong confrontation to strong alliance, this cooperation mode is essentially a deepening of social division of labor in the process of social reproduction. These small and medium-sized hardware companies in our country will be eaten one by one if they do not compete strategically and macroscopically and tactically and microally compete. While Zhejiang Hardware is in this fiercely competitive environment, it must analyze and think about this issue from a new height. The so-called one flower is not a spring, but a hundred flowers bloom in the spring.

4. Concluding remarks Competition is only a mutual struggle between peers. It is a process of survival of the weak and the fittest. The most common way is the price war. Although it may eventually gain the opportunity to monopolize the market, the strength of the enterprise itself, the rational price of the product, the entire market It has been completely disturbed. Competition is only a low-level stage in the development of the industry, and competition is the development and mutual promotion of cooperation among enterprises. In order to achieve greater development, to grow together and achieve a win-win goal, to do this market well, this is A benign, advanced state. The highest level of competition is co-opetition. Competitors should face the industry with a broad mind, face competition and correctly handle the dialectical relationship between cooperation and competition, competition and coexistence, and competition and development. “The road is long and it’s a long way to go, I’ll go up and down,”

Zhejiang Hardware has a long way to go. Branch

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