China's Hardware Industry Is Facing A Collective Examination: OEM Or Independent Brand?

"P > exports account for half of the world," a China hardware tool industry "/a" why is still facing development confusion? < /p >
Whether P can finish the breathtaking leap from OEM to brand has largely become the key to determining the future development of the industry. < /p >
< p > imagine that you are the boss of an enterprise. The products manufactured by your company are top-ranking, regardless of raw materials or processes, but you do not have your own brand. You can continue to rely on others' brand a href= "http://www.91se91.com/news/index_cj.asp" > OEM order > /a > to realize the normal operation of the enterprise, to maintain the status quo, or to invest a lot of resources to run its own brand, to declare war against the already established brand name, and the result is unknown. In the face of this situation, what kind of choice will you make? < /p >
< p > OEM or independence? This difficult intertwined multiple-choice question has become the collective examination of China's tool and hardware industry now! < /p >
< p > < strong > big but not strong predicament < /strong > /p >
< p > looking at the history of China's tool hardware industry, it can be said that it is a trade history of OEM. This industry, which has undergone ups and downs of domestic and international economic environment and uneven development of enterprises, when will it have its own international brand? It has always been a question mark of "a href=" http://www.91se91.com/pioneer/ "Shi Seng Lan" /a. < /p >
< p > < < a href= > http://www.91se91.com/news/index_c.asp > > vice chairman of the China Hardware Products Association and director of tool Hardware branch. Shi Seng LAN has a lot of feelings about the industry that she has been in touch with for thirty years. From the initial stage of reform and opening up to the beginning of the reform and opening up to the mainland, the trend of corporate restructuring has been triggered by the retreat of the people's Republic of China. After China's accession to the WTO, exports have grown rapidly. < /p >
< p > according to customs statistics, China's export of hardware and tools has maintained two digit growth for many years. In 2012, the total export volume of China's tool and hardware industry was 11 billion 409 million US dollars, an increase of 11.06% over the same period last year. 215 countries and regions exported mainly to the United States, Germany, Japan, China, Hongkong, Russia, the United Kingdom, Australia, Canada, Holland and India, while the export volume to India and Australia grew by more than 20%. In 2013 1~9, the total import and export of tools and hardware reached US $13 billion 865 million. Among them, exports amounted to US $9 billion 337 million, an increase of 8.38%. compared with the same period last year. In general, China has become the largest tool manufacturing base and industrial agglomeration area in the world, accounting for about 50%. "/p" of global tool exports.
< p > despite the fact that China's tool and hardware manufacturing industry has been firmly on the top of the world in terms of quantity, Shi Shi Lan's mind still has a hard nut to crack: China's hardware and tools industry lacks its own national brand. Many European and American developed countries sell many tool products, though they are made in China, but they are foreign brands. Although the quality of Chinese tool products is accepted by consumers, the brand has never been recognized. In the face of OEM or autonomy, Shi Seng Lan's answer is very sure that we must develop our own brand at this stage. For many enterprises in the industry, the development of independent brands is not an overnight job. Let alone the international market, it is not easy to promote independent brands in the domestic market. < /p >
< p > domestic business is not easy to do. This is the biggest feeling of Bao Jiangang, chairman of Ningbo Jie Jie Tool Co., ten years ago. In 2004, Bao Jiangang tried to play his day in the domestic market, but what surprised him was that because of the lack of control of brands and channels and the dishonesty of dealers, he paid a heavy price for just a year. Since then, Bao Jiangang has given up the domestic market and set his mind on expanding the international market. < /p >
< p > recall the failure experience of the domestic market at that time. Bao Jiangang believed that the main reason was that the marketing channel was not mature at that time. It is understood that in the years when Chinese enterprises were frustrated in domestic sales, foreign tools and hardware brands were driven directly into China without the same obstacles. In the face of the same marketing channels in China, why can foreign brands compete in a big way, while Chinese enterprises can only rely on OEM for development? < /p >
The reason why P is more important is that its own brand is not well-known. Shi Seng Lan said that many Chinese enterprises trying to do high-end hardware and hardware have the same feeling: the products developed and manufactured in their own factories sell 10 times as much as they sell on a foreign brand. Unknown brands, even if the quality of products is good, can not compete with foreign brands. < /p >