Fastener industry transformation and innovation focuses on innovation

With the EU, Mexico, the United States, Russia and other large-scale anti-dumping arbitration and investigation of China's fastener industry, China's fastener exports have been pushed to the cusp. Data show that in 2012, China’s fastener exports showed a negative growth. In the first quarter of 2013, the export volume of Zhejiang Jiaxing, a key exporter of fasteners, fell by more than 20% year-on-year. It is the irrational product structure of the fastener industry that will result in the current situation. Transformation and upgrading are the inevitable choices for fastening companies in China.

The analysis believes that innovation is the key in the transformation and upgrading, especially in the manufacturing industry, and it is more important to master cutting-edge core technologies and improve competitiveness. At present, China's fastener industry is facing internal and diplomatic pressures, the turning point of the industry is approaching, and its extensive growth mode has met with severe challenges. Shortage of resource elements, increased environmental pressure, low-cost competition, and quantitative expansion have been More and more difficult to sustain. At present, independent innovation has become the consensus of all sectors of the society. With the intensification of market competition, independent innovation will become an inevitable way for companies to reduce costs and obtain profits.

1. Technical Innovation Currently, domestic fasteners for export are mostly products with relatively low technological content. The substitution of these products is very strong. If the technical content of products is not increased and the cost is reduced, some production costs will soon be incurred. Replaced by lower countries. Technological innovation is also the application of innovation, companies need to think about how to turn a technology into a product on the market. Nowadays, as people's understanding of improving the level of China's fastener industry becomes more in-depth, more and more people in the industry realize that if the idea of ​​“market-for-technology” continues, the space for industrial development will eventually be eroded. China's fastener industry has developed to a certain level. The key issue at present is to tackle tough problems, form the core competitiveness of the industry, get rid of the dependence on key technologies, boldly break key technologies for raw material defects and core technologies for cold forming, and increase independent research and development. Strength.

2. Marketing Innovation In the face of fierce competition in the fastener market, compared with multinational companies, local fastener companies often have a disadvantage in management, technology, and brand, and they are more inclined to adopt cost leadership, which is also a low cost. Growth competition strategy. However, in the long run, the cost advantage should not be over-reliance.

To avoid the price war, it is also one of the strategies to shift from the low-end line to the mid-to-high-end line while focusing on the industrial chain. The rapid growth in the production and sales of fasteners led to the growth in the production and sales of cold-headed steel wire rods and wire rods. The profits of wire rod and wire rod production companies also increased correspondingly. Baosteel, Maanshan Iron and Steel, Baotou Steel and Anshan Iron and Steel Company of large and medium-sized steel companies Wuhan Iron and Steel, Shougang, Hangzhou Iron and Steel, Tangshan Iron and Steel, Xing Steel and Xianggang Steel have all successfully developed and produced a variety of cold heading steel grades. In order to win marketing, fastener companies can improve the ability to negotiate prices for cold rolled steel wire rods and wire rods and reduce the price of fasteners.

To reduce the price of fastener materials, only one company's efforts are difficult to achieve. In terms of bargaining power, fastener companies must rely on the fastener association to negotiate. In addition to price considerations, seeking the market is also a part of marketing innovation that cannot be ignored. China has a vast market, and near-water landings are one of the advantages of domestic fastener marketing. In recent years, the Chinese government has been very intensive in stimulating domestic demand, and many domestic companies have benefited from it.

Today's fastener companies should strengthen market competition research, determine their own market positioning based on their own advantages, introduce fastener products that meet the market needs, set reasonable prices, and obtain reasonable profits. This is a competitive competition for fastener companies. Road, not only conducive to the fastener company's own brand building and sustained healthy development, but also conducive to the whole machine, vehicle companies and fastener OEM to establish partnerships and promote common development.

3. After many years of improvement and innovation in brand innovation, the fastener industry in China has reached a relatively mature stage in technology. As a result, homogenization of technology and quality of products has become increasingly evident. Brands have become a major consideration in purchasing. factor. In terms of brand building and brand advantage, domestic SAIC, Jiaxing Jinyi, Ningbo Donggang, Ningli and other fastener companies have gone ahead of their domestic peers. However, compared with multinational companies, the market value generated by the brand is still hard to match.

In the fastener industry, the vast majority of them do not have a dedicated brand management department. Brand building lacks strategies, they value short-term interests, and lack long-term planning. The main reason for this situation is that many companies confuse brand appeals and product appeals. They only focus on product appeals and do not pay attention to corporate brand appeals. In the fastener market, the most important driving force for domestic sales is the advantages of products, services and brands. Brand is the intangible asset of a company and it is a manifestation of the difference in production products of different companies. In addition to having a sense of quality and integrity, brand building must also have clear high goals. Enterprises should start from the height of a hundred-year-old enterprise and work out a corporate brand development strategy.