Analysis of the Future Forecast and Status Quo of China's Padlock Market

As a low-profile product, the ordinary padlock market has not been shocked for 10 years; Karma took the lead in opening the gap from the traffic lock marketing, in order to enrich the product structure and share the publicity expenses, by the way, several padlock varieties have been introduced, and the proportion of padlocks is very high. Less, it is also lonely. Founded in 1930, it is the earliest manufacturer of locks in Yantai, the third ring of China. Although it is private, it is also infected with state-owned enterprises, marketing and market, and can not afford the industry. The responsibility of the boss!

5 Chinese shackles

As a traditional industry, the market for padlocks is generally small, less than 1 billion. At present, three production and distribution centers of “Zhejiang, Shandong and Guangdong” have been formed, among which the scale of “Zhejiang Pujiang” is the first; the channels are extremely scattered, with wholesale channels for daily necessities. Mainly, supplemented by construction hardware and building materials channels; terminals are widely dispersed, from Wal-Mart and other KA comprehensive, ordinary supermarkets, community stores, Riza hardware stores, construction hardware stores, rural canteens to the market of the flea market are all retail terminals with padlocks; consumption The trend shows a steady demand situation in which the traditional civilian market continues to be weak and the demand for group purchases is gradually expanding. The industry is seriously irregular, the price channel is extremely chaotic, and there are five major ills in the Chinese padlock market.

The dragons have no heads, and they are constantly fighting.

From the product style, price, channel, and all aspects, the padlock companies follow each other's imitation, inhibiting the industry's innovation like a poisonous tumor. The procurement personnel deceive the album in the lock area of ​​Yiwu Small Commodity City, buy some samples, and go back to dissect the dismemberment. Less than a week, just changing the brand LOGO's new products will be freshly released.

Fake and shoddy

The core component of the padlock is the lock core. Except for a handful of brands such as plum blossoms that insist on the use of copper cores, most companies are copper-plated implosive copper cores, or plastic lock cores, which are extremely bad. Due to the low production threshold for entering the padlock, more than a thousand dollars to register a trademark, pit some customers, smack a brand and then change the face and then re-enable a brand to re-open, so repeated, the Chinese market is big, consumers are very forgetful, anyway, there are always people On the top, business can't be done. The quality of Yantai Sanhuan Factory is very good, but it is difficult to buy genuine products. What percentage of counterfeit three rings are flooding the market, it is estimated that the National Bureau of Statistics investigation team can not calculate, the key is very poor fake Outdated, the current market is popular with the name ------ sham is not fake, the degree of simulation can fool the old locksmith! It has ruined the industry's atmosphere and harmed the interests of formal enterprises.

Focus on exports, both inside and outside

Padlock export list, the general order quantity of single items is large, the purchase has scale, the cost is low, the profit is guaranteed, and it is easy to mass production. The payment method of L/C is guaranteed, and many padlock enterprises pay considerable attention to export. For the domestic market, or neglect not to do, or passively neglect domestic sales, export goods insurance quality and high standards are strict requirements, domestic customers for domestic sales, production cut corners, hanging sheep's head, selling dog meat. Lack of integrity and mutual deception.

Vendor cooperation, cooperation at the beginning, certainly for the "payment to delivery, or cash on delivery" debate, the poor use fake bank drafts to deceive. If you don't trust each other, then use third-party logistics. If you are not careful, there is a potential risk that the logistics company will take the goods away. From the time of seeing hate to the face of the manufacturer, the face is long or short. In short, on the basis of always distrust, depending on honesty, such as dung, rogue is popular, it is me who is hooligan, who I am afraid of, not convinced, you Go and tell?

Only brand, no brand

In addition to the "North Third Ring Road, South Plum Blossoms", there are brands outside, not brands, no "goods", how come "cards"? For consumer education and guidance, there is almost no, almost all rely on channel-driven, disregarding consumer perceptions and interests.

The padlock is a product with low attention; the product has no technical content; the entry threshold is extremely low, the market size is small; and the industry is extremely chaotic, how to implement the marketing break?

First define the nature of the product

Padlocks and their layout to the building hardware category, it is better to draw a variety of hardware, showing more of the nature of daily necessities. At the level of provincial agents, it is still possible to operate one or more brands of locks separately; in the prefecture-level and county-level markets, the locks have been highly coincident with the stationery and daily grocery channels; at the retail terminal level, one is the construction hardware store. The first category is the hardware store in Japan. It needs to be explained that the urban floating population concentration and the factory and school store are the relative consumption centers of the padlocks.

Secondly, marketing combines push and pull

In addition to the "three rings, plum blossoms", for most channels, in the south of the Yangtze River, "Meihua" is familiar to consumers, north of the Yangtze River, "three rings" for consumer recognition, other brands can only Sales in one province or a few provinces. In addition to the traditional channel drive, the key to achieving a brand is to guide and educate consumers, and to promote the brand from the channel brand to the market brand. The terminal store owner recommends that the consumer take the initiative to buy, let the product speak for itself, and solve the interaction with the consumer. The "last meter".

Once again, create new categories and create new demands

In addition to the traditional “squeezing towels”, the padlock function can be innovated and the market demand expanded. I don’t see you, the long life lock in the temple temple is one of the good revelations. Just like "Yake V9, Arthur King's intelligent explosion-proof lock, drinking high-rise" unique innovation category, to be the industry leader, encroaching on consumers' minds.

Walking out of the Red Sea and entering the Blue Ocean will require not only effort but also effort. Meihua brand, the crown of the "National Top Ten Lock Kings", has created the "global padlock manufacturing base" as its own responsibility. At present, it is working with China's most cattle X's Shenzhen double-sword breaking marketing planning agency, which has already sharpened its sword in the "padlocks". Huo Huo opened the killing ring, and the only leader is just around the corner!

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