The advantage of “China Hardware Sanitary Ware Capital†is still in the hardware industry. Wenzhou locks, sanitary wares, molds and fasteners are well-known in China and abroad. Wenzhou Hardware has formed an industrial cluster and achieved a “quality†leap. Most of the enterprises in the Wenzhou hardware and sanitary ware industry are concentrated in the Haicheng area of ​​Longwan District. The hardware and sanitary ware is the traditional industry of Longwan Haicheng. The Wenzhou hardware and sanitary ware industry started in the 1970s. At that time, almost every household in Haicheng was engaged in the production, processing and sales of sanitary ware. This was the earliest family-style sanitary ware enterprise. Subsequently, Haicheng's sanitary ware enterprises have sprung up. Large enterprises with small enterprises and small enterprises have driven family workshops. After more than 30 years of development, almost every household in Haicheng is doing business with hardware cleaning. Haicheng Hardware Sanitary Ware Industry has been developed from the original family workshop, and has developed into a modernized and group-oriented large-scale production and operation pattern, and has maintained a good development trend. In 2004, Longwan Haicheng was awarded the title of “China Hardware Sanitary Wareâ€. The production and sales volume of the sanitary ware industry in Longwan District accounted for 55% and 52% of the production base of all hardware sanitary wares in the country, respectively, and the product group ranked first in the country. A large number of sanitary ware manufacturers have settled in Haicheng, which has made the overall scale and agglomeration effect of the sanitary ware industry increasingly apparent, and the division of labor in the industry has been continuously refined. At present, Longwan Hardware Sanitary Ware Industry has formed the nation's leading marketing market, and the advantages of industrial clusters have become more apparent. Industry Disadvantages Highlight Enterprise Steps While the hardware and sanitary ware industry in Wenzhou Longwan District is developing at a high speed, the problems in the industry are becoming more and more obvious. The phenomenon of small, scattered and chaotic enterprises is prominent, production equipment and casting technology are backward, and trademark infringement is frequently caused by OEM production for foreign enterprises. These severely restrict the further development of the hardware and sanitary ware industry in Longwan District. In the long-term contact with many hardware and sanitary ware enterprises in Wenzhou, the author learned that most enterprises are suffering from the "sequel" left by the international financial crisis, the European debt crisis, and the "warm running". The symptoms are gradually appear. Since last year, with the rising prices of raw materials and the continuous expansion of the consumer market, the market competition in the hardware and sanitary ware industry has become more intense, and the drawbacks of the industry have become more prominent. High-end and low-end products are uneven, product expansion is infinite, and subdivision advantages are ignored. This is the three major drawbacks currently common in Wenzhou bathroom hardware industry. I. Different brand positioning The current phenomenon in the domestic bathroom hardware industry is that a company often launches high-end and low-grade brands, but has no confidence, patience and ability to do them well. In response to the current situation, experts have called for: the domestic bathroom hardware enterprises have reached the time of "reluctantly cutting love", and can no longer hope to rely on the number to "siege" to win. It is understood that Wrigley Sanitary Ware and other domestic first-line brands have begun to establish scientific, accurate and specific brand strategy planning and positioning, and are committed to creating distinctive products and strong brands that not only meet the needs of the domestic market, but also enter the international market. The insiders pointed out that the bathroom hardware enterprises must implement the firm and unified implementation, and refine the brand into a strong brand in the industry, and compete with other international brands to compete. Second, product expansion is too rampant At present, many domestic sanitary hardware companies generally have a market trend of “great and plethoraâ€. The main reason for this trend is that the owners and employees of bathroom hardware companies, especially marketers, advocate and carry out The second is that although the professional managers do not agree to the excessive expansion of the product variety, the person in charge of the enterprise thinks it is necessary, and the enterprise is the boss who has the final say; the third is that a company often has 2 to 3 brands, and many companies implement each brand. Managed by different professional managers, the brand competition within the company also caused the expansion of the company's internal product variety. Third, the market segmentation advantages are ignored. At present, China's bathroom hardware companies and brands, especially a large number of small and medium-sized bathroom hardware companies and brands, in order to stand on the market, only choose one of the most promising roads, Give full play to its own advantages, go on the road, deepen and specialize it, and take it away. This "wide" means that the "one road" is built and expanded, subdivided in form, subdivided in specifications, and innovatively designed according to customers' habits and aesthetic requirements, in technology, material, shape and craft. The service and other aspects have been comprehensively upgraded, and the "small market" has been extensively tailored. In the current situation, despite the serious decline in the profit of bathroom hardware companies, professional products will still be the goal of the company. Enterprises can't do "hands and feet" on products because of the decline in profits, otherwise the road to enterprise development will become narrower and narrower. The export of products was originally a good thing. But this year, Haiba Sanitary Ware Chairman Qiu Jianchun, Deshigao Sanitary Ware General Manager Chen Sijun, Olong Sanitary Ware Company Zhang Tianyou and other business owners are worried about this matter - the economic downturn in Europe and the United States, the instability of international trade, making these companies export orders Significantly reduced; the long-standing "price war" in the Wenzhou hardware and sanitary ware industry has seriously affected the industry's reputation. In the case of unstable international trade situation, Wenzhou's product export inspection has encountered many difficulties. What is even more frightening is that Wenzhou sanitary ware products are likely to encounter trade barriers in the international market. A large part of Wenzhou hardware sanitary ware enterprises are family workshop-style enterprises. These small enterprises generally rent houses for production and win a little market by playing “price warâ€. However, with the cleanup and rectification of urban illegal buildings in Wenzhou last year, more and more houses were demolished. Many small enterprises that originally rented houses did not have production sites, and some small enterprises were forced to close. Strong and strong industry pattern or the "big reshuffle" author found in the survey, Wenzhou has been "disappeared" since last year, nearly 100 small hardware and ware small enterprises, most of them have been integrated into larger enterprises. "Big fish eat small fish", "fast fish eat slow fish", which is also in line with the industry competition rules for survival of the fittest. In fact, from the beginning of last year to now, China's bathroom hardware companies continue to attract people's attention, overseas listings, joint exhibitions, strong alliances and other news emerge one after another, which shows that the branding of the bathroom hardware industry has been carried out in a big way. It is foreseeable that in the next decade, China's bathroom hardware industry will enter the oligarchy era, and a number of leading enterprises will occupy a larger market share in the industry and become a well-deserved leader in the industry. Cooperation between domestic enterprises and well-known foreign brands, cooperation between manufacturers and stores, strategic cooperation between enterprises and media, cross-industry cooperation, etc., regardless of the form of alliance, the ultimate goal is to open up a broader market, and The union between the strong and the strong will become more and more common. "There is only one dead road in the old road, Wenzhou's bathroom hardware industry must go out of a new road!" Wenzhou, a boss of a sanitary ware company, said that enterprises should integrate industry resources and achieve industrial transformation and upgrading under the guidance and support of the government and industry associations. He stressed that Wenzhou's hardware and sanitary ware enterprises have already reached the time of "reluctantly cutting love". They can no longer rely on the quantity and low price to "siege" to win the game. They should unite, strengthen the alliance, and fight in the group!
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