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Comments: China's hardware integration and subdivision development direction
China has become an important hardware manufacturing country in the world, and is also recognized as a large market with great development potential. A variety of hardware products are eye-catching. Despite this, there is still a certain gap between the Chinese hardware market and the international market. According to statistics, the market share of the top 10 companies in the Chinese hardware market is less than one tenth of the national hardware market. This shows that China's hardware market is very fragmented. At present, most of the many hardware companies are still in the "grouping stage" of enterprise development, relying on business drivers. The development of an enterprise mainly depends on the work ability, enterprise resources, and cash of the business owner. The importance of the company's strategic planning, systems and controls, and the decentralization capabilities of business owners is gradually being vaguely recognized by business owners, and it is considered necessary to introduce “managementâ€, while at the same time worrying about the crisis of management and internal order. These companies are basically debt-managed, and it is difficult to get the money. Even if they can get the funds, the scale is very limited. Due to the pressure of survival, even if you understand the market, you can't get close to the market. For a few large-scale enterprises, such as those with several hundred million sales revenues, they have entered the “standardization stage†of enterprise development, that is, the initial management-driven stage. At this stage, the important position of the business owner's work ability, corporate resources, and cash is gradually weakened. At the same time, the importance of the company's strategic planning, systems and control, the quality of employees and organizational structure, and the decentralization ability of business owners are even more important. Enterprises must strengthen management to avoid authoritarian crisis and control crisis. However, enterprises face challenges in management experience, management tools, and management talents. At present, China's hardware marketing channel model mainly has a distribution agency model, a cooperative business model, and a channel self-operated model, and some also begin to try a new model combining traditional channels and network channels. Most hardware dealers are in the “early start-up phase†of enterprise development, usually relying on opportunity-driven development, relying on market opportunities and the courage of entrepreneurs. At this stage, the consistency of the business owner's ability to work, corporate resources, cash, corporate and personal goals is important, while strategic planning, systems and controls, and organizational structure are secondary. The enterprise has an early collapse crisis at this stage. Many couple shops have been eliminated in the economic crisis or competition. Hardware dealer channels are often not stable. These junior stage hardware production and distribution companies usually have unstable performances. They can't refer to where to play. Competition is basically based on low prices in retail, and engineering depends on relationships, and it is difficult to sustain healthy development. At present, most of the hardware multinationals entering China are in the “fine stage†of enterprise development, and even the “cooperative stageâ€, that is, the stage of advanced management drive or innovation drive and cooperation coexistence. It is a management type enterprise, which can usually refer to where to play. Wherever, development is more stable. These companies strengthen centralized control and focus on major issues such as strategic planning, human resources, finance and investment, but there is usually a crisis of vitality. At the same time, due to entering a new market, cultural background, market demand, product localization, local talents, service concepts and many other differences and challenges make foreign companies unacceptable and development is not easy. With the deepening of competition and the rising cost of raw materials, the profit margin of each stage of the hardware industry chain is being compressed, and the space for price reduction is decreasing. More and more companies have realized that price competition alone cannot establish core competitiveness, and thus strive to explore new development paths, and have a leap in understanding of corporate management and brand importance. At the same time, the consumption orientation has shifted from price-based to comprehensive consideration of factors such as brand, quality and service. With the rapid development of China's economy, especially the development of the real estate industry, from the rough room to the hardcover room, from simple home to the whole home, the hardware industry closely related to the construction has also developed in the middle and high-end direction. The market's aesthetic and quality requirements for hardware products are also increasing. More and more hardware companies realize that only differentiated brands, products and services can meet people's high requirements. Hardware companies at different stages of development, whether they are local or foreign companies, will “integrate†through joint ventures, mergers and acquisitions, and will undoubtedly become an important trend in the development of China's hardware industry in the future, thus realizing the integration of hardware products, technologies and sales channels. Upgrade. In order to improve their own strength and expand the international market more quickly, domestic hardware companies will accelerate the integration with foreign companies through various means to improve product quality and enhance competitiveness. The case of international large enterprises acquiring domestic well-known hardware manufacturing enterprises is not uncommon. For foreign hardware companies, markets such as North America are relatively mature, but the growth is relatively slow, while the Chinese market maintains a growth rate of tens of percent. Therefore, The investment in the big China market is a wise move. It can be expected that China will become the main battlefield of the world hardware competition. The next few years will be the high-speed shock period of China's hardware industry. This high-speed shock will lead to the expansion of the polarization of the hardware brand camp. Survival of the fittest, some enterprises that do not adapt to market competition will exit the market competition through different forms, and a group of more internationally competitive hardware enterprises will stand out. However, the integration of different companies is a highly difficult action, just like not changing tires on the highway, not only to maintain the speed of development, but also to repair problems in a timely manner. In 2010, Stanley Black & Decker held the GMT, a leading glass door hardware manufacturer in China, which is of great significance to the development of China's hardware industry and the development of Stanley and GMT's core business. On the one hand, it has accelerated the trend of large-scale development of China's hardware industry, further enhancing the industrial energy level of China's hardware industry; on the other hand, strengthening the competitiveness of the company itself in the industry, through this cooperation and integration, Stanley GMT realized Complementary product lines, product technology integration, channel integration and expansion, brand mutual improvement, and rapid expansion of effective market share. We are very lucky! In addition to the integration of hardware companies, another sign of the maturity of the hardware industry is the market segmentation. Manufacturers must be professional and become leaders in product categories. The products of world-class companies often give people a very clear impression. At present, many hardware companies in China are diversified in strategy. Due to the low barriers to entry in the hardware industry, many corporate brand concepts are blurred, and excessive pursuit of short-term benefits, whether or not they provide "complete solutions", is at best Imitation, OEM, a bunch of "METOO" products, the main business is not prominent, the core competitiveness is poor. The so-called market segmentation is to find and explore common or related factors based on certain characteristics or variables of customer demand, and to separate the market into several parts, which is conducive to the discovery of market opportunities. Through the hardware market segmentation, we can find out which user needs have been met, which only meet a part, and which are still potential needs. Correspondingly, we can find out which products are highly competitive, which products have less competition and which products need to be developed. The hardware market segmentation is especially important for SMEs. Compared with large and powerful enterprises, SMEs have limited resource capacity, relatively low technical level and lack of competitiveness. Through market segmentation, according to the company's own business advantages, we can select some market segments that large enterprises do not want to consider and have relatively small market demand, and concentrate on meeting the needs of this particular market. Under the overall competitive market conditions, In a certain local market, we will achieve better economic benefits and seek survival and development. GMT is the main focus of glass door control hardware, working on floor springs, glass door clamps, door handles, glass door locks and other products, and strive to become the leading brand in this field. Segmentation is good for mastering the characteristics of the hardware market. Without market segmentation, companies must choose a target market that is blind. If you do not seriously identify the characteristics of each market segment, you cannot conduct targeted marketing. Segmentation is also conducive to the development of hardware marketing strategies. The marketing mix is ​​a marketing plan that is formulated by the company considering various factors such as product, price, promotion form, sales channel and application field. For each specific market, there is only one best combination, which can only be The result of market segmentation. Market segments also help to improve the competitiveness of enterprises. The competitiveness of enterprises is affected by objective factors, but through effective market segmentation strategies, this difference can be changed, thereby increasing market share and enhancing competitiveness. If hardware companies can accurately grasp and exceed customer needs as their core competitiveness, expand their scale through natural growth and resource integration, and enhance their competitiveness through market segmentation, through specialized, personalized, continuous, and customers. I like the way to serve, I believe it will bring sustained and steady growth.