Lock sales are stable but the industry generally lacks brand awareness

In today's home market, in order to recover funds and reduce inventory pressure, customers are able to maintain sales and increase sales of door and window locks. At present, the market performance of locks is: domestic sales, door locks, handle locks, anti-theft locks and hinges, door suctions, etc. are better, and the transaction volume is large; chain locks, motorcycle padlocks and disc locks are popular among consumers. The sales are considerable. In terms of export, foreign investors mainly rely on inquiry and return, and the wait-and-see atmosphere is strong. Traditional styles are stable in sales and have broad prospects.

In the eyes of most people, the value of the lock is small. General household locks, a few dollars cheaper, expensive but only a few dozen yuan. But from ancient times to today, no family has no locks. When people's impression of locks still stays in the "iron generals", domestic lock technology is changing with each passing day, and China has become the world's largest producer and consumer of locks. The domestic lock industry has annual sales of more than 40 billion yuan, and its production capacity exceeds 2 billion sets. The annual export volume exceeds 10 billion yuan. In the future, the lock market will continue to grow at a rate of more than 20% per year. With the trend of global economic integration, China's lock industry has begun the road of internationalization and branding industry.

Recently, due to the downward fluctuations in the prices of metal raw materials such as copper and zinc, merchants have reduced capital and reduced inventory pressure to maintain capital sales. Sales of most lock products increased. In addition, the introduction of measures to expand domestic demand eased some of the pressure caused by the financial crisis, and the domestic sales rose significantly, which was a powerful filling of the shrinkage of foreign sales. At present, the performance in the market is: domestic sales, autumn and winter home decoration increased, door locks, handle locks, anti-theft locks and hinges, door suction and other products have a good trend, large volume; chain locks, motorcycle padlocks and disc locks, etc. The products are also popular with consumers and the sales are considerable. In terms of export, foreign investors mainly rely on inquiry and return, and the wait-and-see atmosphere is strong.

Traditional styles are stable in sales and have broad prospects. As the year approaches, the demand for traditional door locks has increased, such as ball locks, handle locks, and mortise locks. The recent sales momentum is stable, mostly domestic sales. Most merchants also produce according to the different needs of urban and rural home door locks, and the sales prospects are very promising.

A variety of factors make the lock industry highly competitive

However, about 88% of the lock products in the market are from Zhejiang Province. Among them, Yiwu has about 28% of the local market, and the factory direct sales ratio is as high as 70.5%. It mainly produces low-end lock products and high-end products are scarce. As the lock industry is a labor-intensive industry, the barriers to entry are low, the degree of specialization is not high, and competition is becoming increasingly hot.

Lack of brand awareness

China's lock enterprises are small in scale and there are not many leading enterprises. They cannot promote the development of the lock industry. China's locks belong to the low-end market. Enterprises lack brand awareness and will not pay too much attention to the establishment of brands. Some enterprises are only workshops, funds. Factors such as manpower and human resources constrain its development, and the brand's awareness is lacking.

The increase in raw material costs has recently led to an increase in steel costs, which has led to an increase in the cost of many downstream industries. The lock market is no exception. The increase in raw material costs has constrained the development of some enterprises. It is possible that some enterprises will face bankruptcy and some enterprises will increase their products. The price to digest the cost increase, so that the profit margin of the enterprise becomes smaller, and the competition of the enterprise increases, which also seriously affects the establishment of the corporate brand. Therefore, China's lock market is developing slowly.

A new round of technical competition in the lock industry of high-end locks has been launched, and the future development trend of high-end products with high technology content is obvious. In recent years, with the rapid development of pillar industries such as residential, automotive, mid-to-high-end office buildings and hotels, as well as the increasing demand for high-precision lock products for defense, public security, and financial systems, high-end locks have become popular. Because of the high content of high-end locks, more humanized and personalized, the profit of products is relatively high. Coupled with the speed of replacement of lock products, high-end locks will gradually become the mainstream in locks. According to industry estimates, the market prospects for high-end locks will be considerable.

Establishing corporate brand In the development process of the enterprise, the brand has a very close relationship with the price of the enterprise product. The product price always affects the sales revenue and profit of the enterprise. In addition to the product's performance, technical content, use, etc., there is often an intangible thing, that is, the brand of the enterprise. In the trade field, the merchant selects a brand of product, as long as the product has excellent quality, as long as the quality has a reputation in the consumer's mind, the brand has value, even if the price is much higher than other similar products, consumers Still buy it and use its high price as a symbol of noble status.

Editor in charge: Liu Changqi