The hardware industry is exporting, and it is difficult to get angry in a few years.

In the second half of last year, affected by the international economic environment, most of the domestic export-oriented enterprises were in the state of insisting on the teeth, and decorative hardware enterprises were no exception. Jin Lixin, deputy secretary-general of China Hardware Products Association, said in a recent talk about the export of hardware products: "At present, export-oriented enterprises have encountered the most difficulties, mainly due to changes in exchange rates, market demand and export tax rebate rate. The reduction of the export tax rebate rate has a great impact on the export of enterprises. Taking the hardware lock industry as an example, the sales of some export enterprises are very difficult. The orders at the Canton Fair last year were significantly reduced, only 10% in the past. At the same time, some enterprises have long neglected The domestic market establishes brand marketing channels. Therefore, it is necessary to make greater efforts in the short-term to find a breakthrough in the domestic market.” Profits are greatly reduced, and it is difficult for export enterprises to follow the general business. They all understand the rule of doing business, that is, making money. But only the bosses of Chinese hardware sanitary wares with a history of just a few decades understand that in the international market, domestic cheap resources are the biggest competitive advantage. As the saying goes, relying on mountains to eat mountains, relying on water to eat water. China has a large number of natural resources and human resources suitable for bathroom hardware, such as Foshan, Chaozhou, Zhongshan in Guangdong, Nan'an in Zhejiang, Zhejiang and Shandong; China has a population of 1.3 billion, abundant labor resources, etc. These are China's hardware and sanitary ware enterprises make the largest capital for export. With resource advantages, there is a certain market advantage. According to an authoritative source, China's building materials products are inferior in design compared to Italy, Germany, Spain and other countries. And the quality (especially the large size polished tiles) is absolutely not bad, but the price is only a quarter of them. For example, 600×600 bricks sold in Italy are more than 20 US dollars a square meter, and some enterprises in China have to export the FOB price of only 3-4 US dollars per square meter in order to open the market. It is precisely because of the low cost of raw materials and labor that Chinese hardware and sanitary ware enterprises can compete with foreign companies at such low prices. Obviously, the growth of exports in the past few years has stimulated the expansion of production capacity of various manufacturers, and the increase in production capacity will eventually lead to the surplus of production capacity, which has increased the bargaining chips for overseas buyers, causing the export prices to continue to decline. This has been the market competition in the past few years. It has already been reflected. According to incomplete statistics, the average unit price of sanitary ceramics exported per unit in recent years has dropped to US$10/piece, a drop of more than 20%. This means that many excellent exporters of hardware and sanitary ceramics have not been able to earn relatively lucrative profits as they did a few years ago. The resurgence of the crisis, the transformation of export domestic sales strategy For the 2008 financial crisis, people still remember. In the first quarter of this year, the export situation in Jiangmen, Guangdong, was warming up, and orders increased. When many companies were overjoyed, the European and American markets re-emerged. At the end of January, the author investigated in Shuikou and Weishan that nearly 40% of the sanitary hardware companies exporting faced the dilemma of suspending production or closing down. According to authoritative sources, in the short term, the European and American economies are difficult to improve, coupled with the rising labor and raw material costs, it is expected that the export situation will further deteriorate in the next few years. It is understood that in 2012, only 50% of Guangdong's export-oriented enterprises received orders, and 20% of enterprises will be transformed because they have no orders. The financial crisis broke out and the European and American economies did not pick up, which prompted the sales strategy of many bathroom hardware companies to change. "Under the current market environment, it is easy to solve problems by relying only on one export. Of course, it is also unwise to withdraw the current stable and familiar export business." In the interview, the author heard many corporate CEOs issued such a Feelings. Enterprises must tide over the difficulties and need to adjust their strategies according to changes in the market and actively seek a way out. Some enterprises have done a good job in this respect. For example, Guangdong Huayi and Caizhou Sanitary Ware have actively expanded their domestic sales channels while focusing on domestic sales and export sales. The two roads have developed together and achieved good results. Results. Shunde Hengbaohuang Hardware Locks Co., Ltd. Manager Heng Hengcheng said that China has a population of 1.3 billion, and the home building materials market is very large. Domestic sales are very promising, especially in some third- and fourth-tier markets. According to industry sources, at present, the proportion of domestic exports and domestic sales in Jiangmen has gradually changed, from 7:3 in the previous years to 6:4. The ratio of exports to domestic sales of some enterprises has even been reversed to 3:7. The lower the point, the more the domestic market is not falling, the financial crisis is coming, the market is weak, some companies are beginning to shrink the front line, and some agents want to change brands. This is the best time for companies to expand their channels in China. This is like a stock market. The more it falls to the low point, the better it is to enter the market. Some enterprises have seized this opportunity in a timely manner and vigorously expanded. Guangdong Caizhou Sanitary Ware Co., Ltd. is one of them. Last year, the company expanded its factory and added production projects such as bathroom cabinets and shower rooms. After completion, the existing plant scale was doubled on the original basis; the planned total sales volume increased by 30% on the basis of 2011, and the number of stores opened. Doubled. Tang Yudong, general manager of Kaiping Dugao Sanitary Ware Co., Ltd. introduced that the company increased its brand building and channel construction efforts last year. At the 16th China International Kitchen and Bathroom Equipment Exhibition, Du Gao Sanitary exhibited water-saving, low-carbon and environmental protection features. Products, visiting thousands of merchants, more than 40 customers and the company reached a cooperation intention. Subsequently, Du Gao Sanitary's national layout in 2011 was rapidly advanced. At the end of June, the Du Gao sanitary ware store in Yaoshan Road, Liannan County, Qingyuan City, Guangdong Province was opened. The first week of sales reached more than 100,000 yuan. In mid-July, the Du Gao Sanitary Ware Store in Meijiang District, Huancheng District, Meizhou City, Guangdong Province opened for business. During the trial operation period, more than 1 million yuan of engineering orders have been finalized. In the investigation, the author learned that in the Jiangmen area, although the export volume of many sanitary hardware companies has dropped sharply in recent months, the enterprises that laid out earlier in the domestic market will not increase their channel construction this year.

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