my country's hardware locks must have brand awareness

The seemingly inconspicuous small hardware locks actually contain huge gold mines. The reporter learned from the first China Lock Development Summit Forum held a few days ago that at present, the total annual output value of my country's hardware locks exceeds 100 billion yuan, the sales are about 60 billion yuan, and the export value exceeds 5 billion US dollars. It is a veritable lock industry power. However, it is worth noting that my country’s current export products only have one independent brand in the third ring, which is far from being a strong country in the lock industry. It is urgent to strengthen design and research and development, improve product quality, increase brand cultivation, and accelerate the realization of industrial transformation. upgrade.

　　 At present, the annual sales of China's lock industry is about 60 billion yuan, and the output exceeds 2 billion. It has long become the world's largest producer and consumer of lock products, and has formed three production bases in Zhejiang, Guangdong and Shandong. The product has developed from padlocks to more than 20 categories and more than 100 series with more than 8,000 varieties and specifications; from the traditional single tongue door locks and double tongue door locks to spherical door locks, handle door locks, and mortise doors Locks, electronic locks, magnetic card locks, IC card locks, car locks, motorcycle locks, fingerprint locks, digital locks, etc., and expand in the direction of mechatronics, intelligence, and the combination of functionality and decoration, basically forming a high , Middle and low-end supporting product system.

　　Chinese lock products are highly competitive in the international market. According to customs statistics, China's lock products were exported to 208 countries and regions in 2012, with a cumulative export value of US$5.229 billion. However, due to the lack of brand influence, the average selling price of Chinese locks is only 1/15 of that of the United Kingdom, the United States and other countries. After Chinese lock products are OEM to major international brands, the selling price has generally risen to more than ten times the original price.

　　 Shi Senglan pointed out that with the rapid development of China's housing industry and automobile industry, more and more international brands will enter the Chinese market in the future to compete for the domestic high-end market. This will bring huge challenges to domestic lock companies. In response, she called on China's lock industry to implement brand development strategies to improve domestic corporate management and anti-risk capabilities, so as to improve the quality and efficiency of the industry, and promote China's transformation from a major lock manufacturing country to a strong manufacturing country.

Enterprises must have brand strategy awareness

Locks are closely related to people's daily production and life and are everywhere. Because of this, the locks are so familiar that they ignore their importance! Among the domestic lock products that we are familiar with, there are only a handful of famous brands. With a history of more than 50 years, only Yantai Sanhuan Locks is the only brand company with a history of more than 50 years.

　　 Poor brand awareness is a common phenomenon in my country's lock industry. Its most direct manifestation is the insufficient investment of enterprises for design and research, purchase of advanced equipment and molds, training of professionals, and after-sales service, which seriously restricts the development of the industry. Poor brand awareness has narrowed the company's development thinking, and the industrial chain cannot be extended, making it difficult to form a supporting and serialized development of products. An industry that lacks brand awareness is very difficult to create a famous brand. At present, domestic enterprises are basically in a state of going it alone, the market has always been in a fragmented development, and most enterprises have become OEMs that produce OEMs for international brands.

　　The lock industry is not only a traditional industry, but also closely related to high-tech. A lock, seemingly simple, has to go through hundreds of processes to complete. Only with advanced design level and equipment, high-quality professionals can produce high value-added products. The same raw materials, if different equipment and molds are used, the quality and added value of the processed products may be completely different. For example, the market price of silent locks produced in Germany is as high as more than 400 Euros per pair.

　　 Actually, my country’s lock production has a long history like other traditional industries. my country's lock industry used to have many products with advanced designs and high quality, which were comparable to advanced countries. Today, what we have to do is to regain confidence, focus on technological innovation and product innovation, accelerate the implementation of brand development strategies, and strive to promote the transformation and upgrading of the lock industry.