Hardware Tools Marketing: Pay Attention to the Development of Hardware Industry at Six Points

From the last century to today, China's hardware tool industry has experienced five distinct stages in its marketing characteristics: product marketing, service marketing, brand marketing, standard marketing, and solution marketing. The five marketing strategies are both independent and mutually compatible. The production and development of each model has its own specific economic environment. The following authors proceed from the development environment of the Chinese hardware tool industry and analyze the inevitability of each marketing model.

The hardware industry has great room for development. Luo Baihui, head of the International Mould, Hardware and Plastics Industry Suppliers Association, recently stated that through the survey of more than 80,000 consumers and retail and hardware markets, about 30% of the hardware product demand comes from house decoration, and 50% of products depend on Some domestic hardware suppliers have supply capacity. More families want to see more hardware products offered by retailers. However, it is very regrettable that our market research is still very limited. For example, after investigation, we found that in the design of the entire kitchen, 16% of the market demand will increase every year, but as a retailer, we must understand the market and customer needs, and then develop solutions based on their needs in this sales. Pay attention to the points in the process.

1. Personalized requirements In the world, the hardware industry is moving from the tool industry in the traditional sense to the fashion industry. Consumption is trending toward personalization, quality, reasonable prices and more choices. Conforming to the trend, hardware retailers have no choice but to provide creative tools to their customers to meet their individual needs.

2. Quality is the foundation On another level, hardware sales human relations is a very important factor. In this factor, quality is the foundation. Good interpersonal relationships are more conducive to the opening of sales channels. The quality is Long-term cooperation guarantee.

3, do a good job in propaganda marketing on the basis of excellent products, we must do a good job in propaganda. Manufacturers must be good at promoting themselves and promoting themselves. Through the promotion of the company's brand strengths in the hardware industry, quality advantages, financial advantages, such as their own advantages, so that more customers can understand our understanding of our customers.

Luo Baihui said that with the product quality foundation, how to promote sales has become the key. Between the same grade of products, we must be good at mis-selling. Just like horse races, in the sales process, we compare our second-class goods with other people's first-class goods, and then compare our first-class goods with his second-class goods, second-class goods, and other goods. Compare. Understand dislocation promotion, vigorously promote products, and actively and enthusiastically invest.

4. Pay attention to product structure adjustment Develop and produce high-tech and high value-added hardware products. At the same time, under the premise of striving to absorb and transform advanced technologies, we must start from various aspects and implement methods such as cost reduction plans and energy structure transformation to minimize waste, improve management levels, reduce unit costs, and increase the competitiveness of hardware products exports.

5. Pay attention to the role of e-commerce products As we all know, trade through e-commerce not only saves a lot of manpower and material resources, reduces transaction costs and inventory, but also creates a free and equal competitive environment for small and medium-sized hardware manufacturers to enter the international market. For a wide range of cooperation, China's hardware products companies have provided new opportunities for development. According to Luo Baihui, good e-commerce products, such as the B2B e-commerce website of the International Mould and Hardware & Plastics Industry Suppliers Association, are the new type of reverse e-commerce products jointly launched with Europe's largest purchasing logistics and other associations, focusing on China's mold machinery and hardware. Plastic products manufacturers export to the EU. Member companies include the top 200 companies in Germany, including Siemens, Nokia, Bosch, BMW, Volkswagen, Mercedes-Benz and other world-renowned companies, so the "Quality Supplier" platform is unique in promoting the export of China's hardware products. It is an excellent choice for the export of Chinese hardware products to the European Union.

6. Use financial instruments to evade exchange rate risk In foreign trade, increase the down payment ratio of the contract to reduce the risk of exchange rate changes and prevent exchange losses. If the contract down payment rate is increased from the previous 5%-20% to 30%-40%; The limits of appreciation may be stipulated in the contract, and if the limit is exceeded, the export price of the product shall be adjusted accordingly. In addition, experts suggest that companies can switch between **, early return of *****, and then into the United States **; using financial instruments to hedge against exchange rate risk, forward transactions, early lock forward exchange rate; commodity trading in the use of ** * settlement.

Zhang Dongli, chairman of the China Hardware Products Association, added that during the 12th Five-Year Plan period, the domestic tool industry should step up the pace of transformation and upgrading. Manufacturers should pay more attention to quality safety and technological innovation. Only in this way can the Chinese tool industry realize the advancement from a manufacturing power to a manufacturing power. At the same time, the entire industry can not carry out vicious competition, peers should join hands together, and through cooperation with international counterparts to promote their own and global hardware industry development.