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Chinese hardware industry after nearly more than and 10 years of development, showing a pattern of development All flowers bloom together. ". But China's hardware industry and other manufacturing industries in China is similar to the case of - its foreign trade, the foreign trade is also trapped, rely on cheap labor, sample processing, rapid and big. But also because of this, the industry formed a common weakness: originality, weak brand, single channel.
In addition, the upgrading of the transition, labor shortages, wage increases, the appreciation of the renminbi...... Under a lot of pressure encirclement, how traditional Chinese furniture industry to get rid of the predicament and break through the bottleneck? These, perhaps every Chinese hardware enterprises need to think deeply of the proposition, we must from a new height to rethink and understand the future.

One, research and development is the heart

Mainly to strengthen research and development functions, including three aspects of its functions:
First, the originality of design. We all know that the furniture industry is a typical labor-intensive enterprises, there are some aspects of the production of technical content is not high, the exterior design is very easy to be copied. Moreover, some copycat big play "spirit shaped like" or "God does not like the shape" trick, the protection of intellectual property rights is difficult to implement. Therefore, many enterprises are not willing to invest in R & D, always seemed to do the wedding dress for others". In a number of industry forums, at the peak of the meeting we also shouted original, but the thunder, rain small.

However, the real vision, the vision of the enterprise, not because of fear of being copied will not do the original development. You do the original development, others to copy you, you have no intention to become a leader in the industry, the trend of the manufacturer. Just imagine if one day, when the world to China's original products for the trend, being used for reference, imitation, we can proudly say: "China's hardware industry really up!"

Second, the research and development of new materials. The rapid development of science and technology has greatly expanded the use of materials in the hardware industry, the material is no longer a single steel, stainless steel, aluminum alloy, iron wire and other materials continue to join. It can be predicted, with the development of science and technology, the future will have more new materials added to the chain of metal materials.
Third, the development of new technology. In the development of the world hardware manufacturing industry, it was described as a "British - US - Japan - China Taiwan - Mainland China" path, which is a typical low-end manufacturing industry, the road of "nomadic". The reason why the "nomadic", is because the "labor costs" of the rise. At the moment, our hardware companies are also facing this problem. What should I do? Is to continue to "nomadic"!
We should increase the research and development of new technology, reduce the dependence on human. As for the way of research and development, some enterprises can build R & D institutions, and some can form a cooperative relationship with professional institutions, the purchase of services.

Two, hardware brand is the soul

Some people say that the core of the investment property is lots, lots, the last lot; then, the core of the product marketing is the brand, brand, and finally the brand.

What is the brand? The brand is a kind of strength, the brand is a kind of trust, the brand is a kind of value, the brand is a kind of idea. Some people think that the brand is to take a name, draw a LOGO, dot advertising. If it is so easy, all China called "Li Bai" should not have thousands of people, there are hundreds of bar! Why can speak of Li Bai, we think only the call to board the emperor "Li Bai, only" look at the bright moon, looking down and think of home, "Li Bai? This is the brand of Li Bai. Obviously, Li Bai's brand is erected by the culture. Li Bai's connotation is culture, Li Bai became the representative of Tang poetry, this is the power of culture.

Products such as people, is this. The product is artificial, why should people buy your product, because of your quality, for your design, because your customer service service, it all depends on your person at the finish, your product delivery is your culture. But at present, even in the domestic relatively well-known hardware enterprises, in the initial stage of the brand communication is still in the "name" and "propaganda name", not too clear about what kind of culture and the spread of ideas to consumers. Brand promotion practices are very single, basically confined to television advertising, if facing the rural market, followed by a large area of the old walls of the old brush.
In contrast, household appliances, clothing, electronic products and other FMCG industry, the brand promotion gimmick is already The Eight Immortals Crossing the Sea sponsor and sponsorship, public service activities, the development of the game, in the film, self promotional activities is not layer method.

Although the hardware industry is different, but a lot of promotion practices can be used for reference.

First, the convening of the original new conference. A R & D personnel, make painstaking efforts by carefully designed new products, can choose the right time (for example, the National Exhibition of the world) held a conference site, which can be eye-catching, but also showing the strength of enterprises and brand influence, brand culture. The enterprise can according to the different time the introduction of new products, such as "fit the spring and summer, autumn and winter" natural concept, in different market season held a press conference to make full use of the power of the media, when the launch leading concept of furniture styles and colors of the season trend. This will not only strengthen the image of the industry trends, but also to promote the protection of intellectual property to promote the role of.

Two is to actively participate in large-scale public welfare activities, and establish the concept of brand service to people.

Three, the mode is the hands and feet

We must see that the hardware manufacturing industry in the future production model will be a lot of changes.
Change one, foreign trade order change. In the past for a long period of time, on the production of single Chinese hardware enterprise seems to "live very cool", a single foreigner is hundreds of thousands or even hundreds of thousands of pieces (sets). However, now the situation has changed gradually, the kind of single product batch production (we call "much less") in order to shrink, while the number of small but many styles (we called "diverse") more and more orders, and even a number of orders including ten products. While each of the products as long as one or two pieces (sets). This will greatly increase the cost of production and the difficulty of the enterprise.
Change two, export market in differentiation. According to the developed degree of export target countries, the export market also can be divided into "rural market" and "urban market" ". Europe, the United States, Japan and other developed countries can be classified as urban markets, and India, Africa and other developing countries, the underdeveloped areas of the market can be classified as rural markets". "Rural market" buyers in a period of time will maintain the same products, large quantities of orders. But in Europe and other developed countries, as before, the same product, easily hundreds of thousands, hundreds of thousands of pieces (sets) of single mode will gradually shrink or even disappear, even if there is, it must be very low-end products, is our enterprise manufacturing cost to product orders.
The above two kinds of circumstances will also appear on the mainland market. Personalization is the direction of the future. In the city of consumer groups, some categories of hardware has been the trend, such as the cabinet, has been completely implemented in the system, as long as consumers choose a color, style, size according to the manufacturers tailored to consumers by hand can be installed, reached a large individual. Although the road is long, but in the process of moving forward, we can explore a number of new models and ways.

Personalization is inevitable in the future, the judgment is based on the changes of consumer groups. After 80 and 90 officially joined the ranks of the consumer force, they are a group of information technology, network is a group of QQ generation. So, how to maximize the hardware business is likely to integrate into the era of information.

"The small company, the customer bigger" (IT industry veteran reporter Li Li, written by Du Chen, "light"). What is the light company, the book cites PPG classic case. PPG was born in 2007, little known enterprises, only to the Internet and call center platform for selling shirts, just less than two years, its sales rushed to the top three domestic market. The traditional shirt industry boss YOUNGOR is relying on billions of investment and more than ten years of accumulation to achieve this result. Although the PPG for various reasons failed, but the PPG created the model has not drained, and later learned the experiences and lessons learned, is to improve its mode and beyond.

June 2010, Geely announced that it will test the water online sales of cars. Before this, it was thought that the car can also be sold online? It can be said, who despise the network, who will be the future of contempt. The network has experienced ups and downs in the process of development, but this is a trend that is in one direction, the direction, only how to advance, but not before the forward problem. Network is the future of the world's master, is a full range of enterprises, a perfect display platform.

In short, the China hardware enterprises, US production staff have been tens of thousands, and to the pursuit of advanced production line or not; don't crush hundreds of acres of investment to build a number of large factories, and to promote the market service done enough to improve the TV advertising; don't be obsessed with how much money to spend, and to the pursuit of brand culture is accurate and effective, promote the overall development of the importance of.

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