2010 China Hardware Industry Research Hardware Brand Analysis Report

In 2010, the international winds were surging, the global financial crisis was not scattered, the exchange rate was pressing hard, the raw materials continued to rise and many other factors, and the situation was around. The undercurrent of China's hardware is surging, the domestic sales battle is full of smoke, the capital operation is becoming more active, and the local hardware tools giants are gradually clearing... The era of China's hardware brand marketing has arrived.

I. Current status of China's hardware industry in 2010
1. Industry output value and output increase rapidly
According to the National Bureau of Statistics, from January to June 2010, there were 8,603 enterprises above designated size in the hardware industry, and the total industrial output value increased by 26.01% year-on-year. The growth rate was much higher than the same period last year. Among them, the industrial decoration output value of the building decoration and plumbing pipe parts industry accounted for 17.79% of the whole industry in the first half of the year, ranking first.

Judging from the total industrial output value of the sub-regions, the total industrial output value of hardware enterprises above designated size in Guangdong, Zhejiang, Shandong and Jiangsu provinces ranks among the top in the country, accounting for 68.04% of the total output value of the whole industry. Guangxi and Inner Mongolia saw the fastest growth year-on-year, reaching 109.68% and 106.08% respectively. Only Hainan Province has a negative growth rate, down 2.28% year-on-year.

From the perspective of monthly output value, due to seasonal factors, except for a slight decline in February, the other months have maintained a trend of increasing monthly. Although the year-on-year growth rate showed signs of decline in May and June, it also showed a significant increase compared with the same period of last year. The monthly growth rate exceeded the double-digit growth.

In the first half of 2010, the cumulative production of locks increased by 21.95% year-on-year, the cumulative production of stainless steel daily-use products increased by 30.52%, the cumulative production of gas water heaters increased by 28.26%, and the cumulative production of gas cookers increased by 0.86%. The total output of all kinds of products in the hardware industry has turned into positive growth year-on-year, and in addition to household gas cookers, the cumulative growth rate of other types of products has exceeded 20%.

From the monthly product output trend, the growth rate of locks and stainless steel daily-use products has slowed down from the second quarter due to the influence of the state on the property market and the tightening of local government investment. And in June, it began to fall back. On the other hand, benefiting from the policy of “home appliances going to the countryside”, the output of gas stoves and gas water heaters increased month by month, and the growth rate increased month by month.

2, product sales are strong, production and sales rate remains high
In the first half of 2010, the industrial output value of enterprises above designated size in the national hardware industry increased by 26.23% year-on-year. The cumulative export delivery value increased by 24.77% year-on-year. The export delivery value accounted for 23.96% of the sales value, a slight decrease from the same period last year. From the monthly point of view, in the first half of 2010, the sales value of the hardware industry and the export delivery value continued to grow, and the growth rate was faster than that of the previous year. Except for February, the other months reached more than 20%.

From the perspective of production and sales rate indicators, the monthly sales and production rate of the hardware industry in the first half of the year has been maintained at a high level despite the ups and downs, and the cumulative production and sales rate has reached 97.25%, slightly higher than the same period last year. Among them, the lowest in May, the production and sales rate was 96.7%. In the whole industry, the cumulative production and sales rate of enamel sanitary ware manufacturing industry is the highest, reaching 99.18%, and the cumulative production and sales rate of enamel products manufacturing industry for industrial production is 89.67%.

3. The industry as a whole is improving, and profits are greatly improved.
From January to May 2010, the total profit realized by the hardware industry increased by 52.38% year-on-year. Among them, construction and safety metal products are the industries with the highest year-on-year growth in profits in the hardware industry. The accumulated profit from January to May increased by 160.87%. The enamel sanitary ware industry has accumulated a year-on-year decline of 12.18%, which is the only industry in the four sub-sectors of the industry with a year-on-year decline in profits.

From January to May, there were 1,321 loss-making enterprises above the national hardware industry, and the industry's loss was 15.48%, a decrease of 8.31 percentage points from the same period in 2009. The cumulative loss of the whole industry has decreased by 31.87 percentage points compared with the same period of last year, which has promoted the profit of the hardware industry to a certain extent.

4. China International Hardware Expo jumped to the global hardware first exhibition
The 17th China International Hardware Fair, which closed at Shanghai New International Expo Center on March 12, has an exhibition area of ​​80,500 square meters and more than 4,300 standard booths, an increase of 20% over the same period of last year. The professional audience far exceeds the expected 50,000. The most successful in history, surpassing the Cologne exhibition in Germany, and it has become the world's largest hardware exhibition.

5, the export sales gradually warmed up, the proportion of domestic sales increased significantly
Under the premise of the gradual improvement of the global financial market, the total amount of hardware exports in 2010 gradually recovered, basically returning to the pre-World Financial Crisis level in 2008. Taking power tools as an example, according to the statistics of the China Electrical Equipment Industry Association Power Tools Branch, the export volume of power tools in China increased by 28% in the first half of this year, and the export value increased by 24% year-on-year. It has basically recovered to the world finance in 2008. The level before the crisis.

At the same time, affected by the global economic crisis and the impact of domestic demand, in 2010, many export-oriented hardware companies fought in the domestic market, and the proportion of domestic sales of hardware enterprises was significantly enhanced compared with 2008 and 2009. According to incomplete statistics, before 2008, the proportion of export and domestic sales of many hardware companies reached 8:2 or even more. According to relevant statistics in the first half of 2010, the proportion of export and domestic sales of most hardware enterprises reached 5:5 or even 7:3.

6, the product value is not high, lack of world famous brands and well-known enterprises
The national light industry tool hardware quality supervision and testing Shanghai station, Shanghai tool hardware product quality supervision and inspection station, Shanghai Tool Industry Research Institute testing center 2010 analysis report shows that in recent years due to the rapid development of manufacturing, China has become the world's largest The country of manufacture of tools has an annual export value of approximately $3 billion. There are nearly 10,000 tool hardware manufacturers, including only 3 listed companies and nearly 100 backbone manufacturers of various products, but lack of world-class brands and well-known enterprises such as Bosch, Stanley, Mai Tai Bao and Shi Da.

National Light Industry Tools Hardware Quality Supervision and Testing Shanghai Station, Shanghai Tool Hardware Product Quality Supervision and Inspection Station, Shanghai Tool Industry Research Institute Testing Center believe that tool hardware is a labor-intensive industry, product quality is uneven, in some provinces, counterfeit products are still in Appeared on the market. Therefore, strengthening the standardization construction of the tool hardware industry, standardizing and guiding the domestic tool hardware market and export trade is particularly important and urgent at this stage.

Second, 2010 China Hardware Brand Analysis Report
1. The industry is booming and the domestic sales are fighting against the smoke.
A, international giants strong layout of the Chinese market
From the official launch of the professional auto repair tool "RACING" in the Chinese market, to the high-end hardware brand Baldwin and the Stanley hardware new product series to enter the Chinese market, and then to invest with the Power Tools Group to invest in the construction of Stanley (Wenden) Tools Co., Ltd. The first phase of the project was officially put into production... Stanley used action to prove the importance and necessity of the Chinese market in 2011.

Bosch Power Tools, the world's leading manufacturer of hand-held power tools and accessories, has launched a successful creative car design competition in Europe, and officially launched an “innovation incentive plan” for university students. Taking creativity as an opportunity to increase the market share in China.

B. Export brands have fought in the expansion of domestic local companies.
Under the dual influence of the business crisis and domestic demand, Hangzhou Superstar, Pan Yi, Antuo, Ruiqi and other independent power brands have fought in China. According to the industry development department of China Wujiao Commercial Association and the unsafe statistics of the 17th and 18th China International Hardware Fair, in 2010, more than 80% of export-oriented hardware companies increased their investment in the domestic market.

Affected by international giants and export-oriented independent brand enterprises and their own brand development needs, powerful brands such as Power Tools, Power Lion Tools, and Persian Tools have increased brand marketing efforts.

2. Capital operation tends to be active. The marketing model is undergoing fission.
A. Tool companies successively landed in the A-share traditional industry and put on the capital operation coat.
On July 13, Hangzhou Giant Star Technology Co., Ltd. (stock code 002444), the leading enterprise in China's tool industry, successfully landed in the domestic A-share market. On October 13, Shanghai Ruiqi Tools Co., Ltd. (stock code: 300126), a leading company in the domestic power tool industry, was officially listed on A shares.

Traditional hardware manufacturing enterprises have begun the development path of capitalization, and hardware leading enterprises are gradually emerging.

B. Enterprise integration and mergers and acquisitions are in full swing
On March 18th, Wenling Changxiang Air Compressor Tool Manufacturing Co., Ltd., a well-known company, acquired a 100% stake in the old hardware company Shanghai Shenyu Hardware Tools Manufacturing Co., Ltd., and interpreted the hardware legend of “Small Fish Eat Big Fish”. On August 10, the Sino-German Power Tools Research Center was established in Shanghai. The establishment of the center has filled the history of the lack of a nationwide specialized research institution in China's power tools industry. Dalian Far East Group, the only company in China's hardware industry to achieve overseas mergers and acquisitions, 24 mergers and acquisitions made the world's twist drill giant...

C, the big brand marketing model is endless
Deli tools first launched the Deli Commodity Supermarket model during the 17th China International Hardware Expo, and quickly spread across the country. It is not uncommon, and vigorously controlled the franchise form in 2010. The brand chain cross-border new business, once again detonated the country. A new pattern of hardware circulation.

3, hardware informationization, the emergence of e-commerce, gradual sprouting
The information construction of China's hardware industry has experienced the concept of speculation in the 1980s, the failure and embarrassment of the 1990s, the short-term thinking and rest of the early 21st century, and now: Hangzhou Superstar Technology and Kingdee Software Strategic cooperation, 35% of Xin Fangsheng's performance comes from online marketing, China's five-way network and a large number of hardware industry websites are rapidly developing... Hardware e-commerce and information technology is no longer empty talk.

Third, China's hardware brand influences the era
A series of explosive events in 2010 showed that the hardware industry is no longer "lonely unknown, fragrant and self-rewarding." The development of China's hardware from the most primitive planning to the modern 4P (product, price, dealer, promotion) marketing development has undergone earth-shaking changes. Now, with the help of the financial crisis, another group of far-sighted Under the promotion and practice of entrepreneurs, China Hardware officially entered the era of big brand marketing.

Leaf Blower

Leaf blower and vacuum possess three functions: leaf vacuum, leaf blower and crush, whose crushing ratios is 10:1. It can transform the functions of blowing and sucking through function shift key. Besides, collection bag is made of non-woven fabrics and it belongs to wearing parts.

Leaf Blower

Leaf Blower,Vacuum Leaf Blower,Vacuum Blower,Mini Leaf Blower

Ningbo Vertak Mechanical And Electronic Co., Ltd. , http://www.vertakgarden.com