When can Chinese hardware brands make their own “grooming clothes”?

The hardware industry has always been called "small hardware", not only because hardware products are generally small, but also because the scale of China's hardware companies has been relatively small, most of them are private small enterprises, and the registered capital is generally only about one million yuan. Moreover, most of China's hardware companies are engaged in export processing or OEM business, and there are very few independent brands that can be used.

Although from the perspective of a single hardware company, most of them are "small hardware", but due to the large number of hardware companies and widespread distribution, the scale of the entire hardware industry in China is still quite large. According to the data released by China National Hardware Association, the total output value of China's hardware products industry has reached 800 billion yuan, and has maintained a growth rate of more than 15%. Such a huge industrial scale has brought many "small hardware" into a "big hardware" industry.

Inconsistent with the huge industrial scale, many hardware companies in China are mainly export and OEM businesses, most of which do not have their own brands and stable sales channels. This has made hardware companies always in a 'short-sighted' state in terms of promotion, lacking long-term brand building planning and corresponding publicity plans.

When the concept of "brand awareness" no longer stays on the "paper talk", the hardware industry was surprised to find out "how far we can go, how far we can go." With the intensification of competition in the hardware industry in recent years, the brand awareness of enterprises has awakened, and gradually recognized the importance of brands for the long-term development of enterprises. More and more companies have incorporated branding into strategic planning. Brands are particularly important for companies that start late. Many companies are on the same starting line, and their brands can be accepted first by consumers and gain a certain popularity. And reputation, this company can lead other competitors in the hardware industry. However, the status quo of China's hardware industry brand building is worrying, and the brand road has a long way to go.

Compared with the ever-expanding scale of China's economy, China still lacks world-class brands, and the added value of Chinese manufacturing still needs to be improved. China's hardware industry brand awareness has become stronger, a group of new hardware brands dress growth, and began to go abroad to carry out overseas mergers and acquisitions such as "Dalian Far East 24 overseas mergers and acquisitions to create a global twist drill giant."

Most of China's hardware companies started from "making wedding dresses" for others. In the vast world of hardware market, the development of brands has also encountered the same problem. The number of brands has mushroomed, but the development of brands is not good. Competition between brands is disorderly. After all, "The forest is big, what birds are there." Newborn brands are more conservative and less experienced in marketing.

Achieving your own brand has always been the dream of China's hardware industry, and it is also the focus of Chinese hardware companies and entrepreneurs' dreams and concerns. However, in contrast to the current situation of China's hardware industry, we often find such a problem, that is, the president of many hardware companies, his factory may be very big, but when it comes to building a brand, always feels sorrowful, "doing hardware hard, doing hardware branding." Harder". Since the competitiveness of a brand determines the competitiveness of a company in the market. In this regard, we have to go deep into the entire hardware industry under the background of globalization, and seek a better development path for the brand building of China's hardware industry.

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