China's hardware products export brand to be strong


After the unremitting progress of the entire industry, by 2012, the total import and export of China's hardware products industry has exceeded the 100 billion US dollar mark, reaching 102 billion US dollars, of which exports are about 81 billion U.S. dollars and imports are about 21 billion U.S. dollars. The total value of imports and exports of US $ 51.6 billion has almost doubled. However, a large part of the industry's export value comes from foreign investment and joint ventures. Therefore, while the industry is expanding its exports, it must further consider how to strengthen its export brands and gradually increase the export proportion of the industry's own brands. "Jin Lixin, secretary general of the China Metal Products Association, said in an interview with reporters about the development of the industry a few days ago.


At present, China's hardware products have been exported to 220 countries and regions around the world, meeting the different needs of people in all countries in the world. Among them, the export value of construction hardware, daily hardware and tool hardware all exceeded 10 billion US dollars. As one of China's important export products, in recent years, China's hardware industry has only completed the domestic OEM manufacturing process that meets the requirements of foreign brands, especially European and American strong brands. Strengthened, some products have reached the quality requirements of international brands, but due to the need for a long time to build integrity and cultural differences between the East and the West, the company ’s independent brand ’s awareness of foreign markets and channel control are still weak. , The proportion of OEM in product exports is still relatively large. It is reported that at present, the export of independent brands in the hardware industry is effective in the Asia-Pacific and Middle Eastern countries. For European and American markets, companies are trying to use registered foreign languages ​​to develop overseas brands.


"In any case, the core of a strong export brand in the hardware industry is the establishment of integrity, that is, the long-term acceptance and trust of brands by foreign consumers, and the possession of independent brands, it is possible to have independent channels and independent pricing power." Jin Li New emphasis.


Jin Lixin analysis believes that at present, China's hardware products have the conditions to increase the export volume and strengthen the export brand.


With the first recovery of the US economy and the rise of the BRICS countries, the structure of hardware exports in the United States, Europe and Japan as the main body is being transformed into a diversified structure with the United States and the BRICS countries as the prominent representatives. Although the global economy is facing the adverse effects of the financial crisis, the economic strength of emerging economies represented by BRICS countries has gradually increased, the demand for hardware products from various countries will continue, and the industry's exports will continue to increase. Second, the industry's export trade methods have been changed. At present, the export mode of the hardware industry is mainly general trade and processing trade, and the proportion of general trade is increasing year by year, and the proportion of processing trade is decreasing year by year. From the perspective of subdivided industries, the proportion of general trade is above 60%. Among them, the proportion of general trade exceeding 80% includes construction hardware and cooking utensils, and between 70% and 80% are range hoods, zippers, and shower rooms. , Stainless steel products and kitchen equipment, less than 70% of locks, tool hardware and daily hardware. The higher proportion of processing trade is tool hardware and daily hardware products, both exceeding 23%. It should be noted that in recent years, some of the hardware products that have a large export volume and low prices still face challenges from relevant international technical regulations, anti-dumping and countervailing measures, such as lighters, zippers, Stainless steel sinks, stainless steel trays, iron nails, etc. At the same time, developing countries are also increasing the frequent use of China ’s countermeasures and technical barriers, which will adversely affect China's hardware products exports.


According to reports, since the first quarter of this year, the proportion of OEMs of leading hardware companies is gradually being adjusted, and the ratio of domestic and foreign sales has grown from the original 3: 7 and 4: 6 to the current 5: 5. This has sent a positive signal to the industry to a certain extent. "But in the face of an increasingly complex market environment, the homework that companies need to do is: persist in doing a good job in export, consolidate existing channels, improve product quality, and gradually establish independent brands. At the same time, based on the domestic market, increase investment and do well Various basic tasks of brand building. "Jin Lixin added.



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