Abstract actively explore China hardware tools industry, but also gives a new direction for the future development of hardware tools industry, compared to the status quo of international development hardware tools industry and the Chinese hardware tools industry, hardware industry will face to the market, participate in international competition, aiming The world is advanced and actively adjusted...
I. Analysis of the current situation of hardware tools enterprise market development
1. From the product situation, the number of enterprise products under investigation is less than 10%, accounting for 51%, and 30 or more, accounting for only 12.6%. This shows that the product variety of the enterprise is relatively simple and the market adaptability is poor.
2. From the perspective of the adaptation of the enterprise market development institutions, it can be divided into the establishment of market development institutions, sales departments and sales contracting departments, the establishment of market development institutions at the corporate headquarters accounted for 35.2%, and the establishment of sales departments 95%, which shows the hardware tools industry All of them are small and medium-sized enterprises. Enterprises pay more attention to marketing work. Research and analysis of market institutions is weak, but only 16.7% of enterprises set up branch marketing agencies in other places. It also shows that it is difficult to establish their own marketing network because of their own strength. More 26.7% of enterprises implemented sales contracting and completely lost the initiative in marketing.
3. From the perspective of the use of corporate brands, 100% of self-owned brands indicate that after years of publicity and mobilization, the brand awareness of SMEs in Shanghai is strong, but only 6.7% of Shanghai's famous and national brands are used. It is indicated that many companies do not pay attention to cultivating their own brands, and the market stability is low.
4. From the perspective of market management mode, 72.6% of enterprises still adopt the traditional marketing management mode, and only 27.4% of enterprises have begun to apply advanced marketing software to carry out computerized management, indicating that the fine management of marketing of Shanghai hardware tools enterprises is not high.
5. From the main marketing channels of the company, 91.8% of the enterprises achieved through the trade fair, accounting for less than 20% of the total sales; 77% of the enterprises achieved sales by e-commerce accounting for less than 20%, 57.4% By establishing a fixed cooperative relationship with large enterprises, the sales ratio is about 20%, 80% of the enterprises sell more than 48% through long-term sales network relationships; the products that enter the hypermarket are only 7%, which indicates the sales of the company. There are not many channels and not wide.
6. From the perspective of joining the government procurement catalogue and the national large-scale enterprise procurement catalogue, the proportion of companies surveyed has been 9.5% and 18.7% respectively, which indicates that Shanghai hardware tools enterprises are separated from the main market of the country and are in the market. In the case of survival, the Chinese government has taken little measures to expand investment and stimulate domestic demand.
7. From the perspective of the size of the enterprise in the domestic industry, only 6% of the top 100 are in the rankings. This shows that most of the Shanghai hardware tools companies are subordinate in the domestic competition.
8. Since the financial crisis last year, the sales changes of enterprises have seen 29% of sales and sales, respectively, 23% of the payment period is extended, and 60% of the old customers have a drop in the rate. The market environment of enterprises is deteriorating.
Judging from the current situation of China's hardware tools industry, the mode of economic development is still at three highs and two lows, high manpower input, high resource consumption, high environmental pollution, low profit, and low added value. In today's global economic world, technology and talent are becoming more and more global, markets are becoming more localized, products are becoming more diversified, and services are becoming more and more personalized. The requirements for newization are very large, but Changes and upgrades are easy to emulate, and the transplanted three high and low development models must be innovative and require a long-term mentality and pragmatic vision.
Second, the hardware tools industry faces five major changes
1. It is necessary to change the current rough pattern production mode of hardware tools and transform to fine hardware. At present, most of the products produced by Shanghai tool companies are old faces, with rough processing, low energy level and high energy consumption. Most of the carbon steel materials used by enterprises As a hardware tool to produce the substrate. The profit of the product is about 8-10%, a wire cutter, the profit of a wrench is only a few cents, the selling price is only below 10 yuan, and the raw materials used in the production of foreign hardware tools are mainly chrome vanadium alloy steel. The price of the produced fine hardware tools is about 100 yuan, and the difference is 10 times. This is not in line with the status of the Shanghai metropolis. Domestic and foreign businesses and advanced manufacturing are looking forward to high-grade products.
2. It is necessary to change the old face of hardware tools and products, and to transform the independent development of China's hardware and tools products with broad development space. It is reported that there is more than 3,000 varieties and tens of thousands of specifications for the production and distribution of hardware tools by a company in the United States. It is equivalent to 6 times the sum of China's tool products, so don't stare at old products, old faces, and open your mind. If there is no big breakthrough in the variety and style, it will not be able to adapt to the requirements of the international and domestic markets. The variety and quantity of hardware tools should be greatly increased. The development of new products should be increased to fill the gaps in hardware tools and products. The tool industry can have new life. In this respect, Danaher Tools (Shanghai) Co., Ltd., Shanghai Changqing Electric Industrial Co., Ltd., Shanghai Junma Pneumatic Tools Co., Ltd., and Shanghai Wosch Horticulture Co., Ltd. are at the forefront, with new products every year and developing every year.
3. To change the traditional sales model to the modern sales network <br> To establish a modern marketing system, to achieve seven extensions, one is to extend to the domestic first-class trade fair, first-class hardware city, so that its products become a full-scale display , trading, communication, cooperation platform. The second is to extend to the direction of internationalization and attract more foreign merchants with preferential policies. The third is to extend to the intangible market, gradually realize the extension of e-commerce online transactions, and establish an online market. The fourth is to extend to the distribution market. The fifth is to extend to the chain market, to build a unified name, unified identification, and unified distribution of chain stores across the country. Sixth is to extend to the equipment industry. The seventh is to set up marketing agencies in the field to make it a front-line position for products to be pushed to the outside world.
4. To implement the brand strategy transformation, enterprises should formulate brand building plans, increase technical re-election and technological innovation investment, improve product quality, and develop towards specialized, refined, special and new brands to attract market attention and turn them into jade. The world's brand of forest.
5. It is necessary to change the phenomenon that the current hardware tool manufacturers are single-handedly fighting, and take the road of joint and cooperative brands.
Nowadays, China's industrial development is changing with each passing day. Hardware tools must keep up with China's industrial development to meet the ever-changing development needs of all walks of life. Like the Shida brand, we will combine our best production enterprises and produce superior products with 30% per year. The increase of last year, the boutique hardware alliance set hardware tools to participate in the Shanghai ship industry, the international exhibition of the mold industry is a good form.
At present, China is in the midst of an economic turning point, and the development of the hardware tools industry is also facing major adjustments. We believe that after 30 years of reform, as long as the scientific development concept is taken as the guide, accelerate the transformation of development mode and structural adjustment, and grasp the development opportunities in the face of adversity, the face of the hardware and tools industry will be completely new.
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