According to Luo Baihui, executive secretary general of International Die & Metal & Plastics Industry Suppliers Association, hardware hand tools are labor-intensive industries. China, as a hardware tool manufacturing powerhouse, has two major development paths in the general direction of hardware industry in China, one is specialization. The brand positioning is an accurate strategic approach, and the other is the production of special tools for use in special environments.
First of all, we can learn from the successful experience of foreign brands, many foreign family-owned companies, Weihan, Festo, pb, etc. These brands focus on the in-depth research and development and manufacturing of certain products or types of products, and can form their own core competitiveness. So it can exist in the market for hundreds of years. This situation is precisely the strategic approach of specialization and brand positioning. For example, no matter what kind of strategy is adopted, the ultimate goal is to find differences, to separate opponents, and to gain certain market development space.
In another case, it is difficult for a hardware company to make a big difference in its products. It is necessary to test the ability of R&D and innovation of the enterprise. General enterprises do not have this strength. From the analysis of the characteristics of hardware tools, sometimes there is not much need. Unless special tools are needed in some very special workplaces, the production of hardware products in this case can produce special tools and take the path of specialization.
For the first case, specialized brand positioning and accurate strategic approach, companies should use science and technology innovation as a breakthrough, multi-channel promotion of advanced manufacturing technology, establish brand influence.
With scientific and technological innovation as a breakthrough in the face of difficult situations, technological innovation should be used as a breakthrough. When communicating with some hand tool companies, scientific and technological innovation has become a consensus of all companies, because most domestic manual tool companies are mainly low-end products or OEM OEMs. High-end products and brand products are still European and American countries. Handle. As the profit margins of hand tools are all being compressed, the space for price cuts has been reduced. Companies cannot rely on price competition to establish their core competitiveness, and they should explore new development paths. It is understood that many manual tool companies have increased their investment in technology, developed new products with high technological content, made product differentiation a lasting measure for corporate development, sought new market demand and established new growth points. Therefore, in order to tide over the difficulties, technological innovation cannot be delayed.
Many ways to promote advanced manufacturing technology to take the original innovation, integrated innovation and other forms to promote advanced manufacturing technology. Increase the investment in science and technology of enterprises, and strive to develop and apply core technologies with independent intellectual property rights, especially common technologies, key technologies, and supporting technologies that promote industrial upgrading. Strengthen the introduction of advanced technology and equipment to digest and absorb and achieve breakthroughs from imitative innovation to independent innovation. Pay attention to the use of advanced technology and unique methods of doing fine professional, so that the tool industry has become a boutique manufacturing base.
Establishing brand influence First of all, for long-term export-oriented companies, they will face their own “brand†and channel problems. Since over 70% of their products have been export-oriented for a long time, their brands are not well-known in the domestic tool industry. Construction is also relatively weak. If you want to open the domestic market as soon as possible, you can adopt a domestic “branding†approach and expand your own living space by using domestic brands that are primarily domestically-owned.
Followed by expanding its own brand influence, quality first. No matter how wonderful the promotion strategy is, it is based on product quality. Only the company guarantees the stability of product quality, and at the same time, it guarantees the integrity of the company before it can get the customer's letter. Although in the choice of tools, users will consider the price factor, but according to the survey, quality is the most important factor for users to consider. If you have a place, expanding the influence of your own brand and improving product quality are also key. With good quality, the popularity of its own brand will gradually expand as word of mouth improves.
Special tools for production under special circumstances can be used to strengthen the construction of public service platforms for tool bases.
Actively building a public service platform to provide public services for the majority of SMEs is the key to improving the independent innovation capability and international competitiveness of the tool industry as a whole. Relying on the development of the tool industry clustering, the Dragon Skull and Backbone Enterprises are encouraged to establish R&D centers and technology centers, provide public services for the majority of SMEs, and focus on the construction of a number of enterprises, making it an important platform for industrial key technology and common technology R&D. Bringing government leadership, integrating social resources, accelerating the development of public inspection and inspection platforms for tool industry export bases, public information platforms (market information platforms, early warning platforms), public certification service platforms, and other public service platforms, which can be produced in special environments on this basis Special tools used under.
How the hardware company develops and what kind of development strategy it chooses is, of course, not simply copied in accordance with success stories of other companies or foreign countries. At present, China's hardware industry is in the midst of a bottleneck in development, and it should consider development strategies.
First of all, we can learn from the successful experience of foreign brands, many foreign family-owned companies, Weihan, Festo, pb, etc. These brands focus on the in-depth research and development and manufacturing of certain products or types of products, and can form their own core competitiveness. So it can exist in the market for hundreds of years. This situation is precisely the strategic approach of specialization and brand positioning. For example, no matter what kind of strategy is adopted, the ultimate goal is to find differences, to separate opponents, and to gain certain market development space.
In another case, it is difficult for a hardware company to make a big difference in its products. It is necessary to test the ability of R&D and innovation of the enterprise. General enterprises do not have this strength. From the analysis of the characteristics of hardware tools, sometimes there is not much need. Unless special tools are needed in some very special workplaces, the production of hardware products in this case can produce special tools and take the path of specialization.
For the first case, specialized brand positioning and accurate strategic approach, companies should use science and technology innovation as a breakthrough, multi-channel promotion of advanced manufacturing technology, establish brand influence.
With scientific and technological innovation as a breakthrough in the face of difficult situations, technological innovation should be used as a breakthrough. When communicating with some hand tool companies, scientific and technological innovation has become a consensus of all companies, because most domestic manual tool companies are mainly low-end products or OEM OEMs. High-end products and brand products are still European and American countries. Handle. As the profit margins of hand tools are all being compressed, the space for price cuts has been reduced. Companies cannot rely on price competition to establish their core competitiveness, and they should explore new development paths. It is understood that many manual tool companies have increased their investment in technology, developed new products with high technological content, made product differentiation a lasting measure for corporate development, sought new market demand and established new growth points. Therefore, in order to tide over the difficulties, technological innovation cannot be delayed.
Many ways to promote advanced manufacturing technology to take the original innovation, integrated innovation and other forms to promote advanced manufacturing technology. Increase the investment in science and technology of enterprises, and strive to develop and apply core technologies with independent intellectual property rights, especially common technologies, key technologies, and supporting technologies that promote industrial upgrading. Strengthen the introduction of advanced technology and equipment to digest and absorb and achieve breakthroughs from imitative innovation to independent innovation. Pay attention to the use of advanced technology and unique methods of doing fine professional, so that the tool industry has become a boutique manufacturing base.
Establishing brand influence First of all, for long-term export-oriented companies, they will face their own “brand†and channel problems. Since over 70% of their products have been export-oriented for a long time, their brands are not well-known in the domestic tool industry. Construction is also relatively weak. If you want to open the domestic market as soon as possible, you can adopt a domestic “branding†approach and expand your own living space by using domestic brands that are primarily domestically-owned.
Followed by expanding its own brand influence, quality first. No matter how wonderful the promotion strategy is, it is based on product quality. Only the company guarantees the stability of product quality, and at the same time, it guarantees the integrity of the company before it can get the customer's letter. Although in the choice of tools, users will consider the price factor, but according to the survey, quality is the most important factor for users to consider. If you have a place, expanding the influence of your own brand and improving product quality are also key. With good quality, the popularity of its own brand will gradually expand as word of mouth improves.
Special tools for production under special circumstances can be used to strengthen the construction of public service platforms for tool bases.
Actively building a public service platform to provide public services for the majority of SMEs is the key to improving the independent innovation capability and international competitiveness of the tool industry as a whole. Relying on the development of the tool industry clustering, the Dragon Skull and Backbone Enterprises are encouraged to establish R&D centers and technology centers, provide public services for the majority of SMEs, and focus on the construction of a number of enterprises, making it an important platform for industrial key technology and common technology R&D. Bringing government leadership, integrating social resources, accelerating the development of public inspection and inspection platforms for tool industry export bases, public information platforms (market information platforms, early warning platforms), public certification service platforms, and other public service platforms, which can be produced in special environments on this basis Special tools used under.
How the hardware company develops and what kind of development strategy it chooses is, of course, not simply copied in accordance with success stories of other companies or foreign countries. At present, China's hardware industry is in the midst of a bottleneck in development, and it should consider development strategies.
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