When will the hardware brand make its own wedding dress?

Hardware industry has always been known as "hardware", not only because hardware products are generally smaller, but also because China's hardware companies have been relatively small scale, most of them are private small businesses, registered capital is generally only about one million yuan. Moreover, most of the hardware companies in China are engaged in export processing or OEM business, and few have their own brands.

Although from the perspective of a single hardware company, most of them are “hardware”, but due to the large number of hardware companies and their widespread distribution, the scale of the entire hardware industry in China is still quite large. According to the data released by the 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 "hardware" into a "big hardware" industry.

Inconsistent with the huge industrial scale, many hardware companies in China are based on export and OEM business. Most of them do not have their own brands and stable sales channels. This has caused hardware companies to remain in a 'short-sighted' status in terms of promotion, lacking long-term brand building plans and corresponding publicity plans.

When the concept of "brand awareness" no longer stays "on paper," the hardware industry is surprised to find out "how far we can go with our thoughts." With the intensification of competition in the hardware industry in recent years, the brand awareness of enterprises has been awakened, and gradually recognized the importance of the brand for the long-term development of the company. More and more companies have incorporated brand building into their strategic planning. Brands are particularly important to companies that started late. Many companies are on the same starting line. Whoever has the brand will be able to accept it first and gain a certain degree of popularity. And reputation, this company can be ahead of other opponents, emerge 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 currently lacks world-class brands, and the added value of Chinese manufacturing still needs to be improved. China's hardware industry has become more and more aware of the brand. A group of new-born hardware brands have grown up, and they have started to go abroad for mergers and acquisitions, such as "24 overseas acquisitions by Dalian Far East to create global giants."

Most of China’s hardware companies started from “doing wedding dresses” for others. In the vast world of hardware, the development of brands has also encountered the same problems. The number of brands has mushroomed, but the brand development is not good or bad. The competition between brands is disorderly. After all, "the woods are big, what birds have." Freshman brands are more conservative and lack experience in marketing methods.

The achievement of its own brand has always been the dream of the Chinese hardware industry, and it is also the focus of Chinese hardware companies and entrepreneurs who are eager to meet their dreams. However, looking back at the status quo of China's hardware industry, we often find such a problem that is the president of many hardware companies, his factory may be very large, but when it comes to building a brand, always feel great “hard to do hardware, do hardware brands Harder". Since a brand's competitiveness determines a company's competitiveness in the market. In this regard, we have to study the entire hardware industry in the context of globalization and seek a better development path for the brand building of the Chinese hardware industry.