Jiangsu Wu Shuai Forging Machinery Co.,Ltd.
Add： No.1East Street Baizhang,Chunjiang Town,Xinbei District,Changzhou
In the second half of the year, the fastener market price and market may both increase.
Date：2019-05-28 19:51:25 Viewing Count：
“Fast fastener export companies still face many transformational challenges when they turn to the domestic market. For example, product structure, brand positioning, and formation of marketing teams, the most headaches are the costly channel construction and distribution costs. How to Is the processing capacity of export-oriented export fasteners transformed into a brand advantage?"
Since 2007, the renminbi has been frequently appreciated, the US dollar is weak, the export tax rebate has been lowered, and the raw materials have skyrocketed... The fastener exporting enterprises have experienced a general dilemma of weak growth. In 2008, the introduction of the new labor contract law has greatly increased the labor cost and the lack of labor rate of the enterprise. The domestic monetary tightening has made the fastener enterprises face unprofitable exports, and the production and operation are facing a tight financing situation.
Compared with the slowly climbing export fastener market, the expanded domestic demand market has become the driving force for the development of the fastener industry. In 2007, the total output of automobile fastener enterprises nationwide increased by 35% year-on-year, and the average sales revenue increased by 18.3% year-on-year. The domestic automotive fastener market supply maintained a double-digit growth rate year after year.
In 2008, it may be destined to be a year of uncertainty for the fastener market. From the large-scale snowstorm in the south at the beginning of the year to the recent Wenchuan earthquake, the fastener market was affected. However, in the second half of the year, the market price of fasteners and the market may both “increase”.
However, fastener export companies still face many transformational challenges when they turn to the domestic market. For example, product structure, brand positioning, and the formation of marketing teams, the most headaches are the costly channel construction and distribution costs.
The transformation of export enterprises in the domestic market usually uses two networks of marketing channels. First, the brand positioning in the low price, the production of a sufficient number of ordinary standard parts, relying on the traditional wholesale market wholesale, can be OEM and operate with their own trademarks, which does not help the transformation and upgrading of such enterprises. Second, aiming at the mid-to-high-end market, seeking to enter the host, automakers, or self-built brand distribution department, not to mention the difficulty of entering the main engine, the automaker, the high operating costs, supporting the host, the OEM The fastener configuration needs to include many varieties, otherwise the survival is worrying.
How to transform the processing capacity of export-oriented export fastener enterprises into brand advantages?
First of all, the fastener product research and development strategy preferred enterprises are good at manufacturing high-strength fasteners. In the first two or three years after entering the domestic market, we will do a fine-selling market segment, create product brands, cater to and even guide the fastener market to continue to subdivide. The big trend. The product segment is preferred for automobiles and vehicles; the power and petrochemical industries are secondary; the communication and construction classes are again.
Second, the product positioning strategy is preferred for medium and high price points. The market for low-end common standard parts has shrunk, and the mid-range 8-level nut and 8.8-class bolt market brands are highly competitive. The medium and high-end high-precision market is growing rapidly and there are fewer competitors. The market demand for high-strength fasteners of 10.9 grade is large.
Third, the distribution strategy of fasteners should put more resources into the emerging professional market of fasteners, such as Haiyan China International Fastener Hardware City, traditional wholesale market or professional markets such as Ningbo, Wenzhou and Yongnian.
Brand strategy should adopt a low investment and high return. The 2008 Guangzhou Fastener Trade Show organized by Golden Spider Media is the most concentrated and intuitive marketing form for displaying products and services. The exhibition will be held at the Guangzhou Baiyun International Convention Center on September 23-25, 2008. . The organizers expect that the exhibition will attract nearly 600 domestic fastener exhibitors and more than 8,000 professional visitors from home and abroad. The participating suppliers and purchasers will contact and communicate in the most effective and direct way to create unlimited business opportunities with strong market demand. For the transformation of fastener companies, the choice of the exhibition is a good time to achieve brand improvement.