The hardware industry refers to industries engaged in metal processing, manufacturing, production, smelting, mining and other activities. 年 3 月，全国五金工具行业完成出口交货值同比增长 1.03% ，环比下降了 8.57 个百分点。 According to the National Bureau of Statistics, in March 2015, the export delivery value of the national hardware and tool industry increased by 1.03% year-on-year , a month-on-month decrease of 8.57 percentage points. 2015 年五金行业分析。 The following is an analysis of the hardware industry in 2015 .
两极分化 ” 的时期， “ 二八定律 ” 也成为必然。 After years of development in the hardware industry, it has now entered a period of " polarization " , and the " Eight and Eighth Law " has become inevitable. Only when hardware companies have their own characteristics and precisely locate consumer groups can they occupy an advantageous position in the market.
1. Polarization of the hardware market
With the increasing competition in the hardware industry, new and complicated situations in the hardware market are emerging. 便宜货 ” 则适应了一些临时性装修或是收入一般的普通消费者低档装修的需要，从而促使五金的两极消费市场不断扩张。 The products of well-known brands have brand advantages. They have high advantages in terms of quality, style and after-sales service, while " cheap goods " meet the needs of temporary decoration or low-end decoration for ordinary consumers with average income. Thus, the bipolar consumer market for hardware continues to expand.
左右的消费市场，而两者之间的中层消费者空间越来越小。 An industry analyst pointed out that in the hardware industry, mainstream brands with high brand awareness and some low-priced products are becoming increasingly popular with consumers, gradually occupying about 80% of the consumer market, and the middle layer between the two Consumer space is getting smaller.
” 受热捧 80 后成消费主流 2. " Private Customization " became popular after 80s
价格战 ” ， “ 金九银十 ” 、各种大型的节假日促销让消费者司空见惯。 In recent years, the competition in the hardware industry has become increasingly fierce, and there has been a " price war " among businessmen . " Golden Nine Silver Ten " and various large-scale holiday promotions have made consumers commonplace. “ 私人订制 ” 的风潮正在慢慢蔓延开来。 Now, another wave of " private customization " is slowly spreading. Hardware companies follow this trend, and it is particularly important to create products that meet the psychological needs of consumers.
后新生代消费群体的成长，订制因符合现代年轻人崇尚个性、展现自我魅力的要求迎来了高速增长，尤其是高级订制。 With the growth of the new generation of post- 80s consumer groups, customization has ushered in high-speed growth, especially advanced customization, as it meets the requirements of modern young people to uphold their personality and show their self-charm. Custom hardware not only enhances consumer participation, strengthens consumer trust in the brand, but also brings consumers different feelings and experiences. 2015 年 For more information on the development of the hardware industry, please refer to the 2015 report issued by China Report Hall. 月我国五金行业利润数据分析 。 Analysis of China's hardware industry profit data from January to February .
3. Enterprises need to clear the fog and break through the siege
The two-level differentiation of the hardware market is becoming increasingly serious. In addition to continuously improving and improving the quality of their own products, hardware companies should focus on services in the future. They can be innovative in services or effective on competitors and various service items. Extend and integrate into a complete service system. Enterprises should also pay attention to the improvement of product design, construction, and supporting facilities. Only comprehensive breakthroughs and progress are the most effective way to stay invincible.