Global metal hand tools business enterprise development strategy analysis
CopyFrom：本站原创 Author：admin Date：2012年06月20日 Hits：
Whether in the global market, or in the Chinese market, hand tool applications is wide, demand is big beyond imagination, hand tools is also widely used in the industry of vehicle maintenance and repair. In recent years the car retains the quantity increases rapidly, auto after sale market especially market of vehicle maintenance and repair rise. Data shows, Chinese car retains the quantity, already broke through 35000000, among them car breaks through 18000000, in the latest 4 years accounted for60% of the new car. In general, automobile after sale service for use in a vehicle for4 to9 years between the market is the largest, in accordance with the general view on international, after the car market profits and relative market comparison, the ratio is about7:3, the automobile industry chain, after the market profit is generated at least more than before more than doubled. Profit from sale, mature foreign auto market,50% to60% of the profits in the service field generated in. China's auto market after the service will show geometrical class blowout, according to the inference of2011 the market size will reach 350000000000 yuan. While the global hand tools will also be greatly increased demand, some developed countries to manual tools, annual demand will be more than 10% speed increase.
Hand tools belong to labor concentrated model industry, international and metal mold plastic industry suppliers association secretary-general Luo Baihui said, as the hardware tools manufacturing big country, China's hardware industry there are mainly two kinds of development path, is a specialized brand positioning strategy, another is the production in the special environment special tools. First, can draw lessons from the foreign brands the successful experience abroad, many of the old family business, marketing, FESTO, Pb etc, these brands to focus on a particular class or category of product depth R & D and manufacturing, can form their own core competitiveness, so that can exist in the market for hundreds of years. This is a special and brand positioning accuracy strategy approach. For example, no matter adopt what kind of strategy, the ultimate purpose is to find the difference, area the opponent, to obtain a certain market space for development. Another situation is, hardware companies to achieve product has bigger difference is difficult to test, to the enterprise development and innovation capacity, most of the enterprises are not the strength of. From the analysis of the characteristics of hardware tools products, sometimes it 's not necessary. Except in some very special occasions require special tools, so this case hardware production enterprises can produce special tools, go specialization specialization development road.
Hardware enterprises how to develop, the choice of what kind of development strategy, of course, not simply in accordance with other enterprises or foreign successful cases to copy, at present our country hardware industry in development bottleneck, should consider development strategy.
1, technology and innovation as the breakthrough point
In the face of the difficult situation, must take science and technology innovation as the breakthrough point. In contrast with some manual tool for enterprises to communicate, science and technology innovation has become the consensus of various enterprises, because the domestic hand tools enterprise mostly in low-end products or OEM OEM, high-end products and brand products for Europe and the United States still dominated. Also due to manual tools profit margins are compressed, depreciate the space is reduced, enterprises rely on price competition to build the core competitiveness, should explore a new path of development. It is understood, many manual tool for enterprises to increase the technical inputs, the development of new high technological content of products, product differentiation as a business development go on for long, seek new market demand and the establishment of a new growth point. Therefore, in order to survive, technology innovation, brook no delay.
2, establish a brand influence
First, to long-term export-oriented enterprises, are faced with its own" brand" and channels, for a long time because more than 70% of the export oriented products, its brand in the domestic tool industry famous degree not tall, channel construction is relatively weak. If you want to quickly open the domestic market, can take home" OEM" way, through to domestic enterprises brand to expand their living space.
The second is to expand its own brand, quality first. No matter how wonderful promotion strategy, are built on the basis of product quality. Only the enterprises to ensure the stability of product quality, but also is to ensure the integrity of the enterprise, can get the customer's letter. Although in the choice of the tool, the user will consider the price factor, but according to the survey, the quality is the main factor of user account. If you occupy a space for one person, and expand its own brand influence, enhance the quality of products is the key. Have good quality, with the word-of-mouth promotion, its own brand awareness has gradually expanded.
3, the establishment of channels, brand promotion and maintenance
In a good product, quality guaranteed, appropriate brand promotion is particularly important, in the country to establish their own sales channels, through the agent carries on the market promotion, can also be associated with media cooperation, promotion of a lot of ways, which requires enterprises to through their own efforts to dig the suitable way. The other is customer service guarantee. After sale services for many domestic enterprises are not in place, or basically not after sale service, we become the one big soft costal region. The face of increasingly fierce market competition, domestic enterprises do not pay attention to if, will affect their long-term development, make the sale of good service is also a priority among priorities.
Zhejiang province Jinhua city known as " the countryside of 100 labour "," Chinese export tool industry base", in the domestic and international market has very high visibility. According to the international and metal mold plastic industry suppliers association executive secretary Luo Baihui introduction, in 2010 Jinhua City tool industry realizes total production value 13000000000 yuan, annual output value exceeding 100 million yuan of the nearly 30 enterprises. Tool characteristic industry patent application number2520( authorized 2500), invention patent application 108(power of86). The city's tool industry exports rose from $301000000 in 2004to $648000000 in 2009, five years grew 1.14 times, with an average annual growth rate of16.4%. The "12th Five-Year Plan", Jinhua tool industry will continue to adhere to the transformation, innovation, open, green strategy, through the next five years of efforts, the basic realization of industrial dimensions expands quickly, product structure gets optimizing, technical innovation ability increases significantly, resources intensive utilization degree, public service platform of sound development goals. To 2015, the city's tool industry will achieve total production value 23000000000 yuan, grow 77% than 2009 13000000000 yuan, with an average annual growth rate of10%; realize the export delivery value of $1200000000, compared to $648000000 in 200985% growth, with an average annual growth rate of11%.
4, a clear development focus, to promote the transformation and upgrading of industrial structure.
Develop electric tools, hand tools, measuring, range finder, pneumatic tools, garden tools, desktop tool, focusing on the development of high-grade refined combination of tools, auto tools, construction hardware, kitchen electric tools and other products, and speed up the formation of many varieties, many specifications, a series of independent intellectual property core technology and products.
5, enhance own innovation especially the technological innovation ability.
To speed up the establishment of the enterprise as the main body, combining technical innovation system. " Twelfth Five-Year Plan " period, the implementation of a number of major technological innovation projects, to encourage and help enterprises to strive for national and provincial key technology innovation and industrialization of achievement of science and technology project.
6, much way of promotion of advanced manufacturing technology.
Take the original innovation, integrated innovation and other forms, the promotion of advanced manufacturing technology. To increase business investment in science and technology, efforts to develop the application of core technologies with independent intellectual property rights, especially to promote industrial upgrading of generic technology, key technology and supporting technology. Strengthen the introduction of advanced technology and equipment of digestion and absorption, from imitative innovation to independent innovation breakthrough. On the use of advanced technology and unique technology to do fine professional, the tool industry become a boutique manufacturing base.
7, strengthen the construction of public service platform tool base.
Actively create public service platform, for the vast number of small and medium-sized enterprises to provide public service, is the overall lifting tool industry independent innovation capacity and international competitiveness of the key. In order to tool industry cluster development is rely on, encourage bibcock backbone enterprises to establish R & D center, technology center, and for the vast number of small and medium-sized enterprises to provide public services, focusing on building a number of enterprises, to become the industry the key and common R & D platform. Play the leading role of government, the integration of social resources, accelerate the tool industry export base of public testing platform, public information platform ( platform market information, early warning platform ), public certification services platform for the construction of public service platform.
8, encourage domestic export balance, two markets simultaneously.
Enterprises strengthen the independent innovation and brand case, active participation in export, walking on two legs, two markets simultaneously. In the OEM production at the same time, accelerate the industry transformation and upgrading, improving quality, creating their own brands and famous brand, the export will play an important role in promoting. Two markets simultaneously, help enterprise steady sustained development.