With the rapid rise of China's integration into the global economy and accelerate the process of economic strength environment , China has become the world's most dynamic economic regions. Chinese economic facilities were improved, more mature industries with low labor costs, has become a comparative advantage in the global hardware manufacturing centers , hardware manufacturing export-oriented development of distinctive characteristics.
Due to an oversupply of domestic hardware kitchen products , quality, pressure , marketing channels to become one of the key competitive factors , the parties increasingly fierce competition for the channel .
On the one hand , kitchen electrical manufacturers to strengthen controls on the retail end , and strive to reduce sales cycles , saving cost of sales , so marketing channels to professional development , enterprise sales model can simultaneously accommodate diverse towards the direction of the market .
On the other hand , sales of industry development trend so large appliances chains rising status , enhancing the industry 's ability to control , to participate and were mainly caused by the leading manufacturers of price competition. Large retailers with its broad market coverage , purchasing scale and cost advantages in product pricing , payment settlement and other aspects of the ability to control production enterprises will increasingly enhanced.
Our hardware products for the international market will gradually evolving requirements , the quality of Chinese products , packaging, delivery time will have higher requirements , even gradually extended to the production process and product development , product and environmental protection , energy resources and human environment together. With the deepening of competition , metal chain profit margins are in various stages of compression , downward movement is reduced.
More and more companies recognize that price competition alone can not build the core competitiveness , not the direction of the long-term development effort to explore a new path of development. Many hardware companies increased technical input to the development of new products with high technological content , product differentiation as a long-term solution for enterprise development, to seek new market demands , create new economic growth points , in order to achieve the enterprise can sustainable development.
Hardware industry with the ordinary consumer in the form of marketing has undergone great changes , under normal circumstances , the hardware industry is a typical bulk trade marketing , sales and channel structure and common features of consumer goods is also a great difference . Had contact with a lot of hardware product marketing industries , such as basic chemical chlor-alkali products, machine tools , dairy equipment , tires , etc. , for the hardware industry made some new products to market tracking studies , metal industry marketing has the following features :
First, the transaction object : industry- based user
Hardware industry marketing industry objects are generally characterized by a significant group with institutional buying behavior , so we are not marketed to individual consumers FMCG face , but in the industry is characterized by a user , productive investment into reproduction ;
Second, the product structure: technology is relatively specialized
System integration hardware industry are generally specialized products , whether it is construction machinery , or central air conditioning , professional level products are generally very high, products and capital into the technical barriers are very high threshold ;
Third, the marketing model : direct sales , channels , supplemented
Because the product structure is relatively high technological content , and most of the domestic dealers started by market opportunities , relatively low overall quality, it is impossible to rely solely on the channel , most of the channels act as a big distributor sales personnel , and end users engage in business mainly involves professional and technical exchange programs , basic is based manufacturers ; while the factory in order to produce more stable , we must attach importance to direct.
Therefore, the marketing model : the end-user as a leader, for the purpose of project orders to the manufacturers guide channel for development.
