Hand tool brand strategy is bound to open up overseas markets

As one of the major products exported by China, hand tools have always had remarkable achievements in recent years. In particular, with the acceleration of the global economic integration process, the hand tool processing industry has gradually become the main force in the world hardware tool manufacturing industry. Whether in the global tool market or in the tool market in China, the wide range of applications of manual tools and their demand are beyond imagination. Demand for hand tools in some developed countries is increasing at a rate of more than 10% per year.

At present, the major market for Chinese hand tool manufacturers is overseas markets. In particular, hand tool manufacturers in Fujian, Jiangsu, Shandong and Zhejiang are increasing their production capacity in order to fully cope with the expected increase in export sales, expand overseas market coverage through the production of mid-range and high-end products, and obtain better margins. Hand tool makers are full of confidence in the outlook, with more than 50% expecting overseas markets to grow by more than 10%.

However, the development of hand tools is not optimistic. The production of hand tools is mainly affected by the price of raw materials such as steel. The manual tools are mostly low-profit products, and the fierce market competition, the unified price increase is impossible, and individual price increase is undoubtedly equivalent to the old customers surrendered, no one dared to take the risk of losing the market. Finally, there is excessive competition in our tool companies. Many domestic manufacturers and brands do not have prominent main businesses, and their core competitiveness is poor. How to change this situation has become China's hand tool industry can maintain the trend of sustainable development, has become the focus of attention.

It is understood that most consumers do not have enough awareness of the brand when purchasing manual tools for the first time. A large part of people understand the brand and quality of hand tools only after they have purchased and used it. It can be said that setting up the brand influence of hand tools is the best choice for China’s manual tool companies to go abroad.

From the current actual situation, foreign tool companies have become prestigious multinational companies in the world, and most of China’s tool companies are silent in the international market. Compared with international tool companies, Chinese tool companies have a significant gap. Especially in terms of brand building and brand promotion, international tool companies have many aspects of Chinese corporate learning.

First, brand building, quality first. No matter how wonderful the promotion strategy is, it is based on product quality. Only the company guarantees the stability of product quality, and at the same time, it guarantees the integrity of the company and can gain the trust of customers. Although in the choice of tools, users will consider the price factor, but according to the survey, quality is the most important factor for users to consider. If you want to have a place in the international market, the quality of Chinese tool companies' products is the key.

Second, brand promotion is based on local conditions. In different countries, different tool markets have different characteristics. These three differences require that our companies need to adopt various promotion methods when doing marketing. For example, marketing through local agents, because local agents are more familiar with the local market conditions, will choose a more appropriate way to promote. It is also possible to make some internationalized promotional carriers, and if advertisements, pictures, etc., are put in media that have a greater impact on users, they can serve as widely advertised results. There are many ways to promote, and companies need to work hard to dig into the right ways.

Third, the brand maintains after-sale protection. Foreign manufacturers use the laws of their country as the yardstick, and their services are very standard. Most of the domestic enterprises' after-sales services are not in place or basically have no after-sales service, which has become a major weakness for us. In the face of increasingly fierce market competition, if domestic companies do not pay attention to this, it will affect their long-term development.

In short, the opportunities and risks of the global hand tool market coexist, and Chinese tool companies need to be more accurately and clearly positioned and strive to open up overseas markets. We hope that in the future, the global hand tool market can see more hand tool products from China.