There is a door in the house, and there is a lock in the door. Door locks occupy a certain position in the hardware industry, and locks are a key part for security doors and entrance doors. Through the investigation and understanding of the hardware market in Harbin, it is found that the door locks of Harbin are all produced in the field, mainly from Zhejiang, Guangdong, Shanghai, Shandong and other places. There are various grades of products, the competition is disorderly, and the brands are mixed. Some dealers of brand companies feel helpless. This market situation is worrying. Many people can't help but ask, where is the key to opening the door to the healthy development of the future door lock industry?
What is the status quo of the door lock industry?
Harbin's door locks are mainly produced in Zhejiang, Guangdong, Shanghai, Shandong and other places. The materials are mainly copper, stainless steel, aluminum and aluminum alloy. The high-grade locks are mainly concentrated in Hongqi Furniture City, Haicheng Decoration City, and Real Home. A few large home stores, some are factory-designed outlet stores, and some are agent franchisees. The door locks in brand franchise stores also have high, medium and low grades. The lowest is more than 100 yuan, the highest is nearly 2,000 yuan. Among them, the price of copper lock is the highest, the price of alloy is much lower, and the price is different. The biggest difference is more than 10 times. Low-grade locks are mainly concentrated in some hardware stores, and the brands are varied, and some 30-40 yuan/set can be sold.
Faced with the above situation, some brand lock dealers have said the reason.
First, the impact of counterfeit and shoddy products is serious. Nowadays, the lock market is mixed, and fakes are prevalent. Some manufacturers simply do not have their own brand, and they simply copy it. The imitation lock and the brand lock are similar in appearance, but there are great differences in the materials such as the lock core, the spring, and the workmanship. If the lock is not known, it is easy to be attracted by the price and buy the fake lock. Therefore, the counterfeit Counterfeit locks greatly disrupted the lock market.
Second, the entry door dealers match the locks. 2011 popular "mix and match", which is fully reflected in the door dealers, especially the entry door dealers. Wang Ruiran of Harbin Tianyu Lock Industry revealed to the author that due to the high profit of selling in the past, there is no need to sell locks, but the current door industry market is very competitive, and the selling of doors has begun to sell locks; more serious is the door industry. Dealers are profit-seeking, and sell high-priced and low-priced locks to customers at a high price. Because people's consumption habits are to buy the door and then buy the lock, so the door industry dealers near the water tower, grab the first opportunity, it is easy to sell the lock together, silently seize the lock market.
The improvement of the living standards of ordinary people and the continuous improvement of housing conditions have determined that the door locks must become the leader in the sales of locks. The problems encountered in the door lock industry in Harbin are universal. Therefore, how can we find the key to open the benign development of the door lock industry? It has become an issue that the industry is eager to solve. What are the countermeasures to promote market development?
For the current problems in the lock industry, the author believes that the implementation of some specific measures can effectively improve the lock market, specifically the following four points:
1. Rectify and standardize the market. At present, there is no strict institutional norm in the production and market of the lock industry. In terms of production, there are many small workshops, such as husband and wife to set up factories, they are generally the main manufacturers of low-cost locks and counterfeit locks. If the government quality supervision department strictly regulates the market, it will be able to eradicate inferior locks from the source. In the market, locks are special products after all, and no one can rent a store to open. Relevant quality inspection departments should regularly conduct spot checks on lock products on the market. If low-quality and counterfeit products are found, they should order the operators to close down and regulate the lock market.
2. Strengthen brand awareness. At present, China's lock enterprises are small in scale and there are not many leading enterprises, which can not effectively promote the orderly development of the lock industry. In addition, the lock industry has a low threshold, the lock companies themselves lack brand awareness, and do not pay attention to the establishment of brands. Some enterprises are only family workshops. Various problems such as capital, manpower, technology, and management have constrained its development and development, so brand promotion has certain difficulties.
For the home improvement industry, people can see the brand of cabinets, furniture, flooring, and sofas, and blurt out; for locks, little is known about locks. Therefore, for the manufacturers of locks, it is very important to establish brand awareness. How to make the brand locks deeply rooted in the hearts of the people is the problem that the majority of production enterprises need to face together. For example, how to strictly control the quality from materials, styles, workmanship, after-sales service, etc., so as to establish a brand image and make it deeply rooted in the hearts of the people.
3. Innovative marketing model. Nowadays, many lock dealerships are “waiting for the rabbit†and waiting for customers to come to the door. In fact, they should take advantage of the marketing model of the floor and cabinet to take the initiative to win more customers.
Since many consumers have little knowledge of locks, the difference between brand locks and low-quality locks is not clear. Therefore, lock dealers should establish a professional marketing team to carry out centralized publicity and explanation in the newly built residential quarters, so that consumers can understand and master lock knowledge at a close distance.
It is also very important that the lock enterprise should take the initiative to unite with the door industry and take the road of cooperation and win-win. In the past, there was very little selling locks, and now selling the doors has begun to sell locks. This is an unavoidable reality. The door and the lock are originally a whole. There is no lock in the door, the door is the same as the dummy, there is no lock, and the lock is useless. Brand lock enterprises should put down their stance, take the initiative to find the brand door industry, let profit and door industry, achieve strong alliance, in order to occupy a larger market share, bigger and stronger their own brand.
4. Strive to develop high-end locks. With the continuous deepening of China's opening up to the outside world and the rapid development of high-end buildings, the prospects for the high-end locks market are very optimistic. At present, the lock industry's investment in high-tech locks is increasing year by year, and the market demand for high-end locks is also increasing year by year. In particular, the demand for high-end locks in developed countries is extremely strong. The strong players in China's lock-making industry are seized the opportunity to enter the high-end lock market in time. The high-end locks are exquisitely designed, the production process is exquisite, the technical content is high, and the characteristics of humanization and individuality are more prominent, so the product profits are higher. Coupled with the speed of replacement of lock products, high-end locks will gradually become mainstream locks. Therefore, it is necessary to increase the investment in research and development of high-grade locks.
In the eyes of most people, the value of the lock is small. General household locks, a few dollars cheaper, expensive but only a few dozen yuan. When people's impression of the lock still stayed in the "iron general" era, with the rapid development of technology, Chinese locks have gradually developed into the world's largest producer and consumer of locks. According to authoritative statistics, the domestic lock industry has annual sales of more than 40 billion yuan, and its production capacity exceeds 2 billion sets. The annual export volume exceeds 10 billion yuan; the future lock market will continue to grow at a rate of more than 20% per year. In the face of huge business opportunities, whoever can make a small lock to make a big market, whoever can make it bigger and stronger.
Concerned about surprises
Label: mix and match Iron General Enter the door to lock Cabinet
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