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2012 home building materials hardware industry overall development trend prospects
According to statistics, the total import and export volume of China's hardware industry reached US$74.923 billion last year, an increase of 30.1% year-on-year. The total export value was US$57.51 billion, a year-on-year increase of 31.4%; the total import value was US$17.412 billion, a year-on-year increase of 26%. Luo Baihui, secretary general of the International Association of Mould & Hardware Plastics Industry Suppliers, said that it will guide the whole industry to adjust its strategy, accelerate transformation and structural adjustment, and shift from export-oriented to "both domestic trade and foreign trade, both domestic and foreign markets". Continue to explore the domestic market. This positive action has achieved remarkable results, which triggered a comprehensive rebound in the hardware industry, especially in the domestic sales, showing an explosive growth, achieving a high-speed growth of 27% in the entire industry. The market development began to diversify home hardware according to the settings can be divided into two categories of ordinary and special, the former includes hinges, hinged slides, etc., the latter includes bathroom hardware and kitchen accessories. Among them, hinges, slides, hinges and locks are the most frequently used in life and therefore more important. In recent years, due to the continuous improvement of consumer demand, more demands and higher requirements have been placed on hardware accessories. In the furniture industry, the quality and grade of furniture are mainly reflected in the selection of hardware accessories. Inconvenient use of furniture is largely due to improper or missing hardware accessories. The industry often said: "As long as there are corresponding hardware accessories, very complicated multi-functional furniture can be produced." According to industry insiders, the value of hardware accessories in furniture is 5%, but the running comfort is 85%. It can be seen that the importance of hardware accessories in furniture. In the past, home hardware was more emphasis on its mechanical properties, rust, moisture resistance, fatigue properties of moving parts and other qualities. Today, home furnishings are increasingly demanding personalization and integrity. In addition to satisfying the above-mentioned functions, home hardware must have an eye-catching decoration and integrity with the overall home decoration style. In terms of the most common handles, in addition to stainless steel handles, there are black, bronze, chrome, pearl nickel and clear lacquer on the market. In the shape, there are European, Chinese, conventional, special, etc. Etc., to meet the needs of consumers diversified. Intelligentization is a major development trend of home hardware. Home life is more and more important to individuals, and the comfort requirements for home are getting higher and higher. Nowadays people hope that the lazy lifestyle requires hardware to be more and more human and intelligent. The status of hardware in the home is so important, but the domestic high-end home hardware market and the high-margin brand market are mostly occupied by imported hardware companies. The hardware accessories of major well-known brand furniture and cabinets are basically taken over by imported hardware companies such as Blum and Hettich. The use of German or Italian hardware has become the biggest selling point of furniture after the plate. Among them, the cabinet industry with 35% hardware usage is more obvious. For example, the electronic intelligent pumping introduced in the field of high-end cabinets in foreign countries has realized the simple design of the cabinet without handles. The use of new damping and slide rails enables the cabinet drawers to be heavy, non-rebound, and leak-free, while extending the life of the damping and slide rails. In the integrated bathroom design, the water temperature automatic adjustment of bathroom accessories, card locks, automatic doors, sensor switches, etc. also began to enter people's lives, providing the necessary conditions for the development of home to intelligent direction. Market competition is based on low-cost mode. With the vigorous development of domestic cabinets, sanitary ware, building materials and other home furnishing industries, most enterprises have begun to pay attention to the vast domestic market, and export-to-domestic sales have become the focus of corporate strategic development. The home hardware company is deeply aware of this. "In the future, our goal is to deeply intervene in the domestic high-end market. We are already doing research." A hardware manufacturer who has been doing OEM production for a long time believes that due to long-term export abroad or Foreign capital is used for OEM, and many domestic enterprises are very good at product quality. "The key is to change the practice of re-production and light brand in the past, strengthen the brand management ability and corporate image strategy awareness, so that we can certainly obtain the market position that we should have. In the past few years, the trend of domestic home hardware enterprises' "outward" development Obviously, at that time, there were many companies in the industry, but because of the low cost and fierce competition, most companies rely on lowering the price of products to obtain the market. As a result, the profits of the company are very low, basically only to maintain production, but The result is that it is difficult to make money, and the consequences are low product prices, low added value, low profits, and the company does not have enough funds to continue to develop. If the company fails to improve, the industry will be difficult to upgrade, resulting in superiority and inferiority. Capital guarantee, product design and technology content can not be improved, plagiarism and acceptance of overseas enterprise order production has become the ultimate choice for the survival of enterprises. This will inevitably lead to the absence of domestic hardware accessories in the high-end market. High value-added hardware and building materials products are favored by the market as a package. Although the hardware industry of the industry is not very eye-catching, it is the manufacturing industry. The basic industry and important components. After years of development, China's building materials hardware industry has made great progress in terms of industry scale, industry influence and product technology strength, and has a place in the world hardware structure. However, building materials hardware is developing rapidly. The problem is not to be ignored. Luo Baihui is an analysis. There are more and more factories in the domestic building materials hardware industry, the brand has gone forward, the building materials market is dotted, and hardware merchants are springing up. Obviously, the whole industry is already in an imbalance of production supply far greater than the market demand. State, so the competition is very fierce. What is even more worrying is that many manufacturers do not have innovative R&D capabilities and sustainable development strategies. They are just copying and copying. The product technology and style are almost the same. The homogenization phenomenon in the whole market is very serious. The mode is very single and traditional, which directly leads to the red sea market of the hardware industry, entering the price of the competitive situation. Luo Baihui believes that the current model of hardware manufacturers operating in the market is mainly divided into professional brands and system brands. It refers to the production of more specialized factories to promote their own core individual products. The advantages of this brand are relatively professional production, high cost performance, fast delivery, and strong R&D innovation. However, the disadvantage is that the product line is relatively simple and the superior products are easy. It is weakened by copying and copying by peers, and in the dealer shop, it can only occupy one wall for display, and the brand image is difficult to upgrade, so the comprehensive competitiveness is not strong, and it is easy to be submerged in the market. System brand generally refers to The brand of multi-category product portfolio covers the series of door locks, supporting engineering hardware, large handles, door control hardware and bathroom hardware accessories. This brand usually takes the form of a store or a shop-in-shop as the terminal form, and the brand image is prominent. The product portfolio is perfect, the products are matched with each other, basically realize the one-stop shopping demand of customers, and can solve the problem that the engineering company can purchase the same brand for multi-category products, reduce the multiple procurement of the dealers, and realize the maximum benefit of the store. At the same time, due to the huge product system coupled with the personality of the brand, it is difficult Peer replication. However, it is very difficult for such brands to operate successfully: 1. Most of the brand operators only produce their own single core products or there is no factory. The other products are selected directly in other factories to make some OEMs. Therefore, most products lack highlights and selling points, no difference; 2, high operating costs, because most of the products are OEM, so there is no competitiveness, dealers promote brand confidence is not enough; 3, inventory pressure is great, OEM processing The degree of cooperation of the factory is not enough, or the variety style is too small, or the phenomenon that the goods are out of stock and the delivery is not timely; 4, in addition to the core single product, it is difficult for other OEM products to update the new products in time.