Analysis of Power Tools in China

Since the mid-1990s, through hard work, the dominant position of domestic electric tools has gradually taken shape in the electric tool market in China, and has been further consolidated in recent years. The information gathered from various aspects shows that in the domestic electric tool market, the sales volume of domestic electric tools has accounted for 90% of the total sales, while various imported brand products only account for 10% of the market share. In the foreign power tool market, the proportion of China's manufacturing continues to expand, and China has become a foreign power tool production base.

Since the first half of 2008, the domestic power tool brands have gained the upper hand and become the market leader. Relevant experts believe that in another 5 or 10 years, the share of domestic electric tools in China's electric tool market will increase, and its competitiveness will be even stronger. The main reason is that domestic electric tools have no appearance or internal quality. Basic or already able to compete with imported brands, but the sales price is only one-third of imported brands, or even lower.

Many of the import and export brands of power tools (hand-held tools, portable tools, and garden tools) have been "branded" by many domestic power tools companies, including many professional or semi-professional power tools. Since it can produce professional and semi-professional power tools for internationally-renowned power tool companies, of course, the level of self-branded power tools that they produce can also be fully achieved in foreign products. It is understood that there is a domestic electric tool company that insists on the high quality of the self-branded products that are designed and manufactured by itself when producing a certain type of electric tools for a well-known international electric tool company, and is better than (especially in service life). OEM products, thus maintaining independent intellectual property rights, did not "contribute" their patents to foreign companies because they produced OEM products. This approach is very correct. Even if it does not receive an order from a well-known foreign power tool company in the future, it must maintain its own intellectual property rights and high-quality products. By doing so, the domestic market share will be consolidated and expanded year by year. For companies that do this, the competitiveness of products is strong and powerful.

The domestic electric tool market is even more discerning about the quality and brand of electric tools. Regardless of whether it is an electric tool distributor or a large number of direct users, they attach great importance to the quality and brand of electric tools. Therefore, the inclination of the market for good quality, good brand electric tools has increased. This is a progress, indicating that the power tool market is maturing. Because of this, the brand awareness and brand effect of the domestic power tool market have become more prominent, and many power tool distributors, especially power tool distributors with a certain strength and scale, have shown high enthusiasm for the distribution of brand power tools. . It is precisely because of this that the brand-name products of the six power tool companies that received the title of China Top Brands and a number of power tools products with provincial (city) brand names received more attention from the market, and generally feel that the market is selling well and the production appears to be busy. Even shouting "too late to produce." According to our understanding, Shanghai Ruiqi Tools Co., Ltd., Zhejiang Boda Electric Appliance Co., Ltd., Tiejun Power Tools Co., Ltd., Jiangsu Dongcheng Electric Tools Co., Ltd. and other product companies with good quality and excellent brands have a very good marketing situation. According to industry insiders, Dongcheng Electric Tools Co., Ltd., a manufacturer of Jiangsu Dongcheng Power Tools Co., Ltd., has a very good market, many dealers scramble to operate or operate, and they are well-managed and have a positive effect. In order to expand the market, Jiangsu Dongcheng Power Tools Co., Ltd. has strengthened its marketing management and after-sales services, and promoted Dongcheng brand stores. This has not only effectively promoted marketing, but also curbed the growth of counterfeit products. It is also known that such powerful companies as Jiangsu Dongcheng Power Tools Co., Ltd. pay great attention to relying on “Qidong Township” to distribute power tools and maintenance services to small, medium and even county-level cities throughout the country. . Thanks to the help of “hometowners”, marketing has been promoted to large, medium, and small cities across the country. Marketing outlets have been dotted with almost every corner of the market. Thanks to the help of “hometowners”, there is even more protection in the recovery of payment. Therefore, a successful enterprise like Jiangsu Dongcheng Power Tools Co., Ltd. is worthy of industry research and study.

It was also learned that some of the electric tools companies in the Yongkang area were promoted by the “hometown”. Because there are no Yongkang people in the power tool dealers across the country. This team has also become a lot of Yongkang electric tool companies to promote products, build a "basic team" marketing network. However, the number of electric tools owners of Yongkang nationality is generally not equal to that of Qidong city in terms of number and geographical distribution. The overall marketing results are said to be inferior to those of Qidong fellow townspeople all over the country.

We have noticed that some of the smaller power tool companies rely on specialty products to maintain their livelihood and occupy a certain market share. These enterprises, due to their relatively small scale and small scale, rely solely on the characteristics of their products, consolidate their own markets, and consolidate their partnerships with “old customers”, while at the same time do their best to expand market capacity in order to survive. Such enterprises tend to be more concerned about the fringe market, because in these places, the key enterprises in the industry may not be able to attend to them, or because the market is small and they are “failed”, but for small businesses, they can make a difference. However, from the operation of the first half of the year, it can be known that many small businesses in the industry have a difficult life and they are unable to compete with large companies. Therefore, for this part of the company, the way forward will have to be carefully studied.

Emphasis on the market, its own wholesalers and key customers of the research, visits, interactions, but also the focus of many companies in China's power tool industry. With the development of the market, the grasp of market conditions, the understanding of their own wholesalers and key customers, and the interaction with dealers and customers become more and more important, and the role is getting bigger and bigger. Such as Jiangsu Dongcheng Power Tools Co., Ltd., Shanghai Ruiqi Tools Co., Ltd., Shanghai Tigers Power Tools Co., Ltd., Jiangsu Guoqiang Tools Co., Ltd. and many other key industry companies, have attached great importance to this, and do a solid job. According to industry insiders, the chairman and general manager of many companies have personally visited wholesalers, distributors, or major customers across the country to listen to opinions, understand the sales situation of their products in the region, grasp the market for products, and provide after-sales services. Response, together with the dealers to study how to increase brand awareness, better promote new products, and consolidate and expand marketing performance. There are many power tool distributors who are very satisfied with the way in which business leaders go deep into the market to understand the situation, listen to opinions, and jointly study and expand the market, and increase the enthusiasm for distribution. The production companies also collected a lot of constructive opinions and suggestions, which became an important basis for improving product design and developing new products. What is gratifying is that under the conditions of a market economy, many of our power tool company leaders can consciously and often visit the market and inspect the market, which is worth promoting. Many power tool companies have held dealer conferences to carry out networking and interaction. The effect is very significant.

There are indeed counterfeit products in the domestic electric tool market, and counterfeits are good brand products and good-selling products. However, people have also noticed that the current counterfeiting is more subtle and the means are more rampant. Many counterfeit products are characterized by counterfeit but not inferior quality. Regardless of appearance or intrinsic quality, many counterfeit products can be confusing, making it difficult for ordinary people to discern. Authenticity. This has brought great difficulty to counterfeiting. Therefore, the effort, manpower, and financial resources required for counterfeiting are even greater. This is a trend worthy of attention. The counterfeiters are aware that in today's market, power tools with poor quality are difficult to sell. Even if they are sold, there are many troubles after the sale. Therefore, “pseudo-non-inferior” becomes the “manufacturing operation” of counterfeiters. policy". This market trend, the power tools companies, especially branded power tools companies should pay close attention and take effective measures to curb. Many power tool companies also have many good ways to deal with counterfeiting, such as establishing branded product franchise networks, entering their products into hypermarkets, selecting reliable dealers, and so on. In this regard, many industrial companies have also gained a lot of practical experience.

The main brands of electric tools imported from China, namely Makita, Bosch and Hitachi, are concerned that the three brands account for about 70% of all imported electric tools in China, and the remaining 30% share market share. Other imported brands are "carving up." It is understood that in China, the total sales volume of imported branded electric tools is not large, but only four or five million units in the whole year. In terms of quantity, the imported tools are really just a supplement to the majority of electric tool users. However, due to the high price, its sales accounted for a higher proportion. According to statistics, in the first quarter of this year, China imported a total of 123,400 sets of various power tools, with an import value of 11.25 million US dollars. On the face of it, it seems that the quantity is not large, but the imported electric tools actually sold in the Chinese market are far more than this number, but should be nearly ten times that number, that is, there are about 1.2 million units. Because, in fact, the vast majority of imported brand electric tools are produced directly after the production of foreign-funded enterprises in China, and they do not have to be imported from outside the country. In the second quarter of this year, the number of imported electric machine tools was roughly the same as in the first quarter. Therefore, in the first half of the year, the sales volume of electric tools imported from China will not exceed 2.5 million units.

The export situation of China's power tools is still severe, and the unfavorable factors that plague the industry’s foreign trade exports still exist, and the impact is even greater. For example, raw material price increase factors. Steel (including silicon steel), copper (copper and other copper products), aluminum alloys, magnesium alloys, engineering plastics, and other major raw materials for the production of power tools, prices rose sharply (or remain high), so that the cost of power tools continue to climb, Directly affect the export efficiency of the product. The impact of rising raw material prices, in addition to increasing the price of product sales (including domestic sales and exports), the company has no other solution, the original potential of "saving and tapping potential" has been excavated, and then save only that "shaking." Now. However, this is not possible because cutting corners will affect the quality of the product and will have to bear the risk of customer returns or claims. In addition, international environmental protection regulations, such as the EU's RoHS Directive and Germany's PAHs certification, also do not allow the use of low-quality materials for export products. Therefore, the impact of the sharp rise in raw material prices on companies has been difficult to digest.

*** Continuous appreciation, the impact on the export of electric tools is even more pronounced, and it is endless. It is difficult for exporting companies to respond. Although the company’s appreciation of *** has been appropriately raised in export prices, it has not kept up with the appreciation rate of ***. The company reported that the price of the product was just mentioned and that the price of *** has risen again. However, the price of the product cannot be mentioned and it cannot be repeatedly discussed with the customer. It is understood that many manufacturers of electric tool export products have also taken some measures against the continuous appreciation of the exchange rate. For example, where export products are purchased through domestic foreign trade companies for export, they should be settled as far as possible to avoid changes in exchange rates. Where products are exported to foreign countries, they are negotiated and settled in other currencies. However, this is only an individual phenomenon. The overwhelming majority are still settled in U.S. dollars and cannot fundamentally solve the problem. People in related industries suggested that the number of electric tools exported to the EU in China must account for 45% or more of the total export volume. Exporting companies can negotiate settlements with foreign investors in euros. It is said that some companies have raised such issues, but it is not so smooth. In addition, there are geographical differences. The development mode of small and medium-sized enterprises in the Pearl River Delta, which focuses on the production of leased workshops, has been challenged in the crisis. With the declining benefits, production costs have continued to rise, and the burden on enterprises has become heavier. The Yangtze River Delta is less burdened with its plant cost advantage. Therefore, China's power tool industry must achieve new achievements in foreign trade exports, and its export value does not decline. There is still a lot of work to be done, and there is great difficulty to be overcome.

At present, the production and operation situation of China's power tool industry is still strong. The demand for the domestic power tool market is still very large, and it will promote the production and operation of those domestic enterprises that mainly focus on domestic sales to develop in a favorable direction. However, people have also noticed that due to the difficulties encountered in foreign trade exports, many electric power tools companies that originally only used to export were starting or have already turned to the domestic market, aggravating the competition in the domestic electric tool market. Those enterprises that are taking a “preserving” posture and facing no progress in the face of difficulties may be more crisis-prone. Because the obsession is unstoppable, it is necessary to attack difficulties and overcome difficulties to have a good future.