Hardware products drink "Zhongshan"

The Zhongshan (Shenyang) Economic and Trade Cooperation and Industrial Products Fair was held on the 4th to the 6th of this month in Liaoning Industrial Exhibition Hall. More than 130 Zhongshan companies carried more than 3,000 kinds of "Zhongshan Goods" on the northeast stage, covering lighting and lighting. , mahogany furniture, hardware products, clothing bags, household appliances, building materials, sanitary ware, food and beverages, electronic information, game entertainment, and other 9 famous brand name products. Zhongshan participating exhibitors stated that this exhibition is in response to the government's “Guangzhou National Line” call to expand business opportunities in the north, and more importantly, the townships are “clustered” by the industrial cluster model to more centrally demonstrate the characteristics of Zhongshan's industry. And the level of industrial development, for the "Made in Zhongshan" brave Kandong shop on a smooth road.

A "smell" business opportunity in a fire

On August 28, a few days before the opening of the Zhongshan (Shenyang) Economic and Trade Cooperation and Industrial Products Fair, an extraordinary fire took place at the sales office of the famous Wanda Commercial Plaza in Tiexi District of Shenyang. The source was the sales office sandbox model. circuit failure. A fire 3,000 kilometers away has caught the attention of a Zhongshan company.

This company is Furuit International Electric (Zhongshan) Co., Ltd. Its "Xiaowu Song" is a well-known brand of electrical fire protection equipment. According to Qiu Xiuling, the sales manager of the company, after the Wanda Plaza fire broke out, the company's distributor in Shenyang immediately followed up the incident. This time they came to Shenyang, the primary purpose is to participate in trade fairs, followed by attention to relevant experts on the Wanda Plaza fire incident investigation results. "If the cause of the leakage is confirmed, our electrical fire protection monitoring system will come in handy."

Qiu Xiuling said that the Furui Shenyang distributor was established only in March this year to develop the Northeast market. “At present, the fire safety standards used in the northeast region are still set by the region. We hope that the alarm sounded by this incident will better integrate the safety concepts of our products into the local market.” Fortunately, although only joining is not yet In the past six months, dealers trained by the “Business School” run by the company have responded to emergencies quite sensitively. This is also the goal of “Xiaowu Song” fire protection monitoring system products.

Hotel bathroom products made by Nakayama

There was an interesting detail about this trip to Shenyang - the hotel where the Zhongshan team was staying, and the shower room used was the product of Zhongshan Wugui Yali Sanitary Ware. The members of the participating delegation can use “Zhongshan Goods” every day to wash their dishes.

According to Zheng Jianchu, general manager of Yali Sanitary Ware, showering products are highly accepted in Shenyang because of the traditional “bath culture” atmosphere. Toilets, showers, and bathroom cabinets are the “bathrooms”. "The sales volume of our products in the northeast region is increasing at a rate of 30% per year." He said that the quality, scale, matching, and supply chain of Zhongshan Sanitary Ware products are more mature than in the local area, and the level of customization is also within the industry. Outstanding. “Personalized customization is also regular. Newly-developed software can summarize this law, thereby speeding up the convergence with raw material suppliers, shortening the production process of 'non-standard' products, and reducing production costs.” Zheng Jianchu believes that next Zhongshan To use the advantages of industrial agglomeration, lay the "manufacturing base" brand to further enhance the brand image.

As for how Zhongshan International Freight Co., Ltd. plans to expand its northeastern market, Yali Ware chose to use the third-party channel of Red Star Macalline. "This year, we expect Redstar Macalon to open 4 stores in Shenyang, which means that our agents will have 4 more sales outlets," said Zheng Jianchu.

Northeast China builds a production base to look at the Russian market

Last year, Dongsheng Town’s tax-paying “first brother”, the Guangdong Sanhe Pipe Pile Group, officially launched its efforts to enter the Northeast market in August this year. Their actions are not small - investing in two production bases in the Northeast, the site is expected to Shenyang and Harbin. Shenyang base has entered into the details of negotiations, with a total investment of 2-3 billion yuan. After the two production lines are put into production, they can produce more than 3 million meters of pipe piles a year.

Sanhe Pipe Pile Group Investment Development Manager Mao Zhengqiang told the author that the company is ready to go public next year and needs to open up new investment growth points. The Northeast market is an important part of their “bet”. “On the one hand, individuals are optimistic about the economic recovery of the old industrial bases around Shenyang; on the other hand, the northeast region can radiate into the Russian market, which is also a breakthrough point for us to find economic growth points.” The reason why there is such great confidence, the experience of the forerunners Provides a good reference. According to Yan Zhengqiang, another Jianshan pipe pile, the other pipe leader in Zhongshan, has occupied half of the market in the northeast region. He believes that the sudden advance of the two companies will create a better agglomeration effect and further stabilize the dominant position of Zhongshan Pipe in the Northeast market.

Branding is not satisfied with "doing a wedding dress"

Although this is the first time for Zhongshan Merchants to “keep the Kanto East”, the operation mode has become a “light road” from the exhibition site. From the perspective of the entire exhibition team in Zhongshan, the “cluster attack” in the industrial cluster model has completed a magnificent display of Zhongshan's product image. As far as individual companies are concerned, their approach to market expansion can be described as multi-pronged and brilliant. Both authorized agents are attracted to join, there are also third-party channels to build stores, and direct investment in production bases ... ... all these are conducive to promoting the "Zhongshan" brand better to enter the room, high hanging threshold.

Huang Xianzhen, vice president of the Huangpu Town Food Roasting Chamber of Commerce who came to inspect the market, told the author that Zhongshan Manufacturing must truly start its own brand, seize the right to speak in the industry, and not be satisfied with doing other people's marriage. For example, he said that Zhongshan's preserved meat products accounted for 60% of the Cantonese-style cured meat market, but "famous" only accounted for 40%. The reason is that the industry is relatively loose, many manufacturers do OEM, lack of absolute ability to compete with old brands such as Guangzhou in the brand name. “This time the government set up a platform to allow industry brands to focus on external display. We also need to make good use of this platform to roll out the sales network in the Northeast. It may not be a time, but this is certainly a good start.”