Whether in the global tool market or the Chinese tool market, the application of manual tools has a wide range of applications and the demand exceeds imagination. Hand tools are also widely used in the automotive maintenance industry. The rapid increase in car ownership in the past two years has led to an increase in the automotive aftermarket, especially in the automotive maintenance market. According to the data, in terms of China’s vehicle ownership, it has exceeded 35 million vehicles, of which private cars have exceeded 18 million, and new cars in the last 4 years accounted for 60% of them. Under normal circumstances, the automobile after-sales service is the largest in the market between 4 and 9 years of vehicle use. According to the prevailing view in the world, the profit generated by the automobile aftermarket is about 7:3 compared with the relative pre-market. In the entire automotive industry chain, the profits generated by the post-market are at least more than double that of the pre-market. From the point of view of sales profits, 50% to 60% of profits in mature foreign auto markets are generated in the service sector. After China's auto service market will be a geometric blowout, according to the deduction of 2011 market size will reach more than 35 billion yuan. The global demand for manual tools will also greatly increase. Demand for hand tools in some developed countries will increase at a rate of more than 10% per year.

Hand tools are labor-intensive industries, said Luo Baihui, executive secretary general of the International Die & Hardware & Plastics Industry Suppliers Association. As a hardware tool manufacturing country, there are two main development paths in China's hardware industry. First, it is a specialized brand positioning and accurate strategic approach. The other is to produce special tools for use in special environments. First of all, we can learn from the successful experience of foreign brands, many foreign family-owned companies, Weihan, Festo, pb, etc. These brands focus on the in-depth research and development and manufacturing of certain products or types of products, and can form their own core competitiveness. So it can exist in the market for hundreds of years. This situation is precisely the strategic approach of specialization and brand positioning. For example, no matter what kind of strategy is adopted, the ultimate goal is to find differences, to separate opponents, and to gain certain market development space. In another case, it is difficult for a hardware company to make a big difference in its products. It is necessary to test the ability of R&D and innovation of the enterprise. General enterprises do not have this strength. From the analysis of the characteristics of hardware tools, sometimes there is not much need. Unless special tools are needed in some very special workplaces, the production of hardware products in this case can produce special tools and take the path of specialization.

How the hardware company develops and what kind of development strategy it chooses is, of course, not simply copied in accordance with success stories of other companies or foreign countries. At present, China's hardware industry is in the midst of a bottleneck in development, and it should consider development strategies.

1. Take scientific and technological innovation as a breakthrough to face the difficult situation, and take technological innovation as a breakthrough. When communicating with some hand tool companies, scientific and technological innovation has become a consensus of all companies, because most domestic manual tool companies are mainly low-end products or OEM OEMs. High-end products and brand products are still European and American countries. Handle. As the profit margins of hand tools are all being compressed, the space for price cuts has been reduced. Companies cannot rely on price competition to establish their core competitiveness, and they should explore new development paths. It is understood that many manual tool companies have increased their investment in technology, developed new products with high technological content, made product differentiation a lasting measure for corporate development, sought new market demand and established new growth points. Therefore, in order to tide over the difficulties, technological innovation cannot be delayed.

2. Establishing brand influence First of all, for long-term export-oriented enterprises, they will face their own “brand” and channel problems. Since over 70% of products have been export-oriented for a long time, their brand awareness in the domestic tool industry is not high. The construction of channels is also relatively weak. If you want to open the domestic market as soon as possible, you can adopt a domestic “branding” approach and expand your own living space by using domestic brands that are primarily domestically-owned.

Followed by expanding its own brand influence, quality first. No matter how wonderful the promotion strategy is, it is based on product quality. Only the company guarantees the stability of product quality, and at the same time, it guarantees the integrity of the company before it can get the customer's letter. Although in the choice of tools, users will consider the price factor, but according to the survey, quality is the most important factor for users to consider. If you have a place, expanding the influence of your own brand and improving product quality are also key. With good quality, the popularity of its own brand will gradually expand as word of mouth improves.

3. Establishing channels, brand promotion and maintenance With proper products and quality assurance, it is particularly important to carry out proper brand promotion. You can establish your own sales channels in China and market through agents. There are many ways to promote cooperation with the media, which requires the company to dig out the right way through its own efforts. Another is after-sale protection. The after-sales service of domestic enterprises is not in place, or basically there is no after-sales service, which has become a major weakness for us. In the face of increasingly fierce market competition, if domestic companies do not attach importance to this, it will affect their long-term development, and good service is also a top priority.

Jinhua City, Zhejiang Province is known as the "hometown of a hundred industries," and is the "China Export Tool Industry Base." It has a high reputation in the domestic and international markets. According to Luo Baihui, executive director general of the International Mould and Metals and Plastics Industry Suppliers Association, in 2010, the tool industry in Jinhua achieved a total output value of 13 billion yuan, and nearly 30 companies had an annual output value exceeding 100 million yuan. There are 2520 patent applications (2500 authorizations) and a total of 108 patent applications (86 authorizations). The city’s export value of the tool industry increased from 301 million US dollars in 2004 to 648 million US dollars in 2009, an increase of 1.14 times in five years, and an average annual growth of 16.4%. During the “Twelfth Five-Year Plan” period, Jinhua’s tool industry will continue to adhere to the strategic principles of transformation, innovation, openness, and green. Through the efforts of the next five years, it will basically realize the rapid expansion of industrial scale, optimization of product structure, and significant enhancement of technological innovation capabilities. Resource intensive conservation and utilization, and a sound development platform for public service platforms. By 2015, the city's tool industry will realize a total output value of 23 billion yuan, an increase of 77% from 2009's 13 billion yuan, with an average annual growth of 10%; and a shipping value of 1.2 billion US dollars, an increase of 85% from 2009's 548 million US dollars. , an average annual increase of 11%.

4. Clearly focus on development and promote the transformation and upgrading of industrial structure.

We will vigorously develop electric tools, hand tools, measuring tools, distance meters, pneumatic tools, garden tools, and desktop tools, focusing on the development of high-end and sophisticated combination tools, car tools, construction hardware, kitchen appliances, and other products to speed up the formation of multiple varieties. , multi-standard, serialized core technologies and products with independent intellectual property rights.

5. Strengthen independent innovation, especially technological innovation.

Accelerate the establishment of a technological innovation system that combines enterprises as the main body, production, education and research. During the “Twelfth Five-Year Plan” period, a number of major technological innovation projects were implemented to encourage and help enterprises to strive for national and provincial key technological innovations and industrialization projects of scientific and technological achievements.

6, multi-channel promotion of advanced manufacturing technology.

Adopt original innovation, integrated innovation and other forms to promote advanced manufacturing technologies. Increase the investment in science and technology of enterprises, and strive to develop and apply core technologies with independent intellectual property rights, especially common technologies, key technologies, and supporting technologies that promote industrial upgrading. Strengthen the introduction of advanced technology and equipment to digest and absorb and achieve breakthroughs from imitative innovation to independent innovation. Pay attention to the use of advanced technology and unique methods of doing fine professional, so that the tool industry has become a boutique manufacturing base.

7. Strengthen the construction of tool base public service platform.

Actively building a public service platform to provide public services for the majority of SMEs is the key to improving the independent innovation capability and international competitiveness of the tool industry as a whole. Relying on the development of the tool industry clustering, the Dragon Skull and Backbone Enterprises are encouraged to establish R&D centers and technology centers, provide public services for the majority of SMEs, and focus on the construction of a number of enterprises, making it an important platform for industrial key technology and common technology R&D. We will give play to the leading role of the government, integrate social resources, accelerate the construction of public service platforms such as public inspection and inspection platforms for tool industry export bases, public information platforms (market information platforms, early warning platforms), and public certification service platforms.

8. Encourage both domestic and international sales.

Under the circumstances of strengthening independent innovation and creating their own brands, enterprises actively participate in domestic and foreign sales, walk on two legs, and have two markets simultaneously. At the same time as OEM production, it will accelerate the transformation and upgrading of the industry, improve the quality, and create independent brands and brand names, which will play an important role in promoting exports. The two markets will help each other to contribute to the stable and sustainable development of the company.