With changes in consumer demand, home improvement hardware is increasingly diversified in function, and it is advancing toward a decorative and intelligent direction. However, when selecting hardware in the market, it is often found that imported hardware occupies a high-end consumer market and a brand market. Domestic home hardware companies have escaped plagiarism and OEM production, and the road to independent branding has become an urgent matter.
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Hardware accounts for 10%-20% of renovation materials
"I did not expect that home improvement hardware would be so expensive. I always thought that I could get a few hundred dollars." Xiao Yong, who has just joined the family, has recently encountered trouble. Xiao Yong's new house is more than 50 flat one bedroom. After careful planning, he sets the cost of decoration materials to about 30,000 yuan. Unexpectedly, in the process of purchasing materials, he found that the door locks, hinges, handles and other home hardware cost more than 3,000. This expenditure was not originally estimated by him. "It seems that the original budget of 30,000 yuan It is not enough."
“This type of overrun is common among those who first renovated,†designer Bo Shang told reporters. In modern home decoration, people tend to invest more financial and material resources in the selection of large items, and often overlook some of them. Hidden eye hardware options and budget. In general, if it is a flat-installed two-bedroom house within 100 square meters, the medium-priced hardware will be used. The hardware cost will account for 10%-20% of the cost of the entire renovation materials, and this cost cannot be reduced. Bo on the proposed consumer in the decoration, in the selection of taps, door locks, hinges and other key home hardware must use high-quality, a small hinge, it determines whether a door can be long The key to flexible opening.
It is understood that home hardware can be divided into ordinary and special two categories, the former including hinges, hinges, slides, etc. The latter includes bathroom hardware and kitchen accessories. Among them, hinges, slides, hinges and locks are used more frequently in life and are therefore more important. In recent years, due to the continuous improvement of consumer demand, greater demands and higher requirements have been placed on hardware accessories. Take furniture industry, the quality and grade of furniture is reflected in the selection of hardware accessories. The inconvenience of using furniture is due in large part to improper or missing hardware accessories. In the industry, it is often said: "As long as there is a corresponding hardware accessories, very complex multifunctional furniture can be produced." Grasse Hardware China Chief Representative Zhao Zhijun said in an interview with reporters that the value of hardware in furniture accounted for 5% However, the operating comfort accounted for 85%. The importance of hardware in furniture can be seen.
Beyond functionality is increasingly decorative and intelligent
In the past, home hardware more emphasis on its mechanical properties, rust, moisture resistance, fatigue properties of moving parts and other qualities. In today's increasingly demanding personalization and integration of home furnishings, apart from satisfying the above-mentioned functionalities, furniture hardware must also have an eye-catching ornamentation and overall integrity with the overall home improvement style. Take the most common handle, the current market in addition to stainless steel handle, there are black, bronze, light chromium, pearl nickel plus transparent paint, in the shape, there are European, Chinese, conventional, shaped, etc. , to meet the diverse needs of consumers.
Smart is also a major trend in home hardware development. Glass Hardware Zhao Zhijun said that home life is more and more important to individuals, and the requirements for home comfort are also increasing. Nowadays, the lazy style of life that people hope will require more and more humanized and intelligent hardware. This is more evident in the cupboard industry where hardware usage reaches 35%. Such as the electronic high-end cabinets introduced in the field of electronic smart pumping, to achieve the cabinet "no handle" simple design, to achieve the cabinet's "touch." The use of new types of damping and slide rails has enabled cabinet drawers to carry heavy load, no rebound, and no leakage, while extending the service life of the damping and slide rails. In the integrated bathroom design, water temperature automatic adjustment of bathroom accessories, card locks, automatic doors, sensor switches, etc. have also begun to enter people's lives, providing the necessary conditions for the home to the direction of intelligent development.
Farewell to counterfeiting and rebranding
The status of hardware in the home is so important, but the domestic high-end home hardware market and the profitable brand market are mostly occupied by imported hardware companies. The reporter found during the market visit that the hardware accessories of major brands of furniture and cabinets were basically covered by imported hardware companies such as Blum and Hettich, and the use of German or Italian hardware accessories became the second only to the plate. The biggest selling point.
Li Guohua, Secretary General of Cabinetry Committee of the All-China Federation of Industry and Commerce, told reporters that in the past few years, the trend of “outward†development of domestic home hardware companies was obvious. With the vigorous development of the domestic cabinet industry and bathroom industry, most companies began to pay attention. In the vast domestic market, export to domestic sales has become the focus of the company's strategic development. Zhang Dongli, chairman of the China Hardware Products Association, pointed out that at the time there were many companies in the industry, but because of the low cost and fierce competition, most companies were relying on reducing the price of their products to obtain a market. As a result, corporate profits fell to a very low level. Basically, only one can maintain production, but it is difficult to make money. The result is low product prices, low added value, and low profits. As a result, companies do not have enough funds to maintain sustainable development. Progress will make it harder for the industry to improve, resulting in unsatisfactory quality and poor quality. Enterprises do not have enough funds to ensure that product design and technological content can not be improved, plagiarism and acceptance of overseas enterprise orders production has become the ultimate choice for business survival. This will inevitably lead to the absence of domestic hardware in the high-end market.
With the development of the market, home hardware companies are deeply aware of this, "in the future our goal is to deeply intervene in the domestic high-end market, we have been doing research." A long-term OEM manufacturer believes that a hardware manufacturer Due to long-term export abroad or for foreign investment, many domestic companies are very strong in product quality. “The key is to change the previous practice of remanufacturing and light branding, and strengthen brand management capabilities and strategic awareness of corporate image so that it can certainly achieve its due market position.â€
Low-price competition, imitation, and OEM production are limited to a certain historical stage. With the development of the industry and the upgrading of competition, the product technology content is increased, the company has independent patents and designs, and the emphasis on brand building and marketing is the long-term development of the company. The best choice. Mr. Huang Honglong, the CEO of Haohao International Group, which introduced gold handles and diamond handles, believes that the hardware industry is gradually moving into the eyes of consumers from the invisible brand.
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