Foshan Jinsha: "By Road" to Polish Regional Brands

The first collective trademark of Nanhai District, “Jinsha Hardware”, which was successfully approved in 2009, recently appeared in the high-profile “Nanhai Hardware Museum” of Zhejiang Yiwu International Commodity City, and the Nanhai Hardware Museum also used the opportunity to introduce intermediate agency vendors to make sales. The amount soared six times in a short time. However, this is only the first stop for Danza to create a regional brand of "China's daily hardware capital".

The author understands that Jinsha Hardware, which focuses on the high-end market, will also use its series of events and exhibitions to advance into the international market. During the year this year, Danzao was ready to organize 56 collective trademark use companies in the town to go to Germany to participate in the Fall Consumer Products Fair in Frankfurt. It will also participate in the Hong Kong SME Promotion Day to further expand the brand awareness of “Jinsha Hardware” and Influence.

Borrowing the face

"Jinsha Hardware" unveiled in Yiwu

The Hardware Museum is an industry propaganda window for the Nanhai hardware industry in Yiwu and even Southeast Asia, and it is also an important bridge for the Danzao hardware industry to develop domestic and foreign markets.

For 4 years, the “Jinsha Hardware” of Danzao Township was finally registered with the Trademark Office of the State Administration of Industry and Commerce and became the first collective trademark in Nanhai District. In the six months since then, the Nanhai Hardware Association began to draft a trademark management use and enterprise access mechanism on the one hand; on the other hand, Danzao Town also carried out its largest display and sales vehicle outside the province, Yiwu Nanhai Hardware Museum. Renovated and furnished.

It is reported that Yiwu Nanhai Hardware Museum was unveiled and opened at the end of 2008. It is an exhibition center that promotes Nanhai hardware products as a whole. The museum is divided into two major areas, Nanhai Famous Enterprise Zone and Hardware Boutique Zone, which can accommodate more than 100 exhibitors.

This year, Danzao invested 200,000 yuan to renovate the museum. Apart from spending a lot of thought on the store layout and product display, it also set up 3 LED display screens at the entrance of the pavilion, attracting a lot of attention from merchants. At the same time, Danzao Town is also equipped with special personnel in the exhibition hall to promote the collective trademark image to buyers from around the world.

“Hardware Hall is an industry promotion window for Nanhai Hardware Industry in Yiwu and even Southeast Asia, and also an important bridge for Danzao Hardware Industry to open up the domestic and foreign markets. We have arranged a large LED screen on top of the three main channels to scroll and play 'South China Sea Sands'. Hardware' collective logo of the trademark, said Li Zhaobo, Deputy Secretary General of Nanhai Hardware Industry Association.

Baotuan "to the sea"

Polish the brand of the area

It is reported that during the year, Danzao will also organize a group of 56 collective trademark-using companies to participate in a series of international exhibitions such as the Frankfurt Consumer Goods Fair in Frankfurt and Hong Kong SME Promotion Day to further expand the brand awareness and influence of “Jinsha Hardware”. To help companies develop the market.

Recently, the newly-renovated Yiwu Hardware Museum was reopened to the outside world. Due to the collective trademark “supporting the waist” and “more confidence”, the museum’s first introduction of an intermediate agency seller implemented the model of display and sales, allowing exhibitors to receive immediate results. The results laid the foundation for the company's entry into emerging markets and increased its confidence.

Chen Liping, foreign trade manager of Nanyang Electric Co., Ltd., told the author that the renovated Nanhai Hardware Pavilion has divided the area according to the product type in the structure, which provided clear guidance for the purchase of merchants and obviously increased the passenger flow. "In comparison to the past, traffic has increased by about 30%. An Arab merchant just a week ago simply learned about the next product and immediately signed an order."

At present, more than 200 companies have exhibited and sold in Nanhai Hardware Museum in Yiwu. To help these companies enter the Middle East market, Danzao also provided a series of preferential support measures to exhibitors. "Hardware exhibitors do not need to pay admission fees, do not need to pay rent, utilities and staff salaries, etc. The government of Danzao town invests 1 million yuan each year to maintain the operation of the hardware museum." Director Yang Yiheng said.

It is reported that during the year, Danzao will also organize a group of 56 collective trademark-using companies to participate in a series of international exhibitions such as the Frankfurt Consumer Goods Fair in Frankfurt and Hong Kong SME Promotion Day to further expand the brand awareness and influence of “Jinsha Hardware”. To help companies develop the market.

Introduce agency model

Sales increase six times in two months

Specifically, this model is to introduce intermediary brokers to help companies reduce their cost of sales and billing standards, and to open up the "secondary governor" of the local market.

All along, due to factors such as transportation costs, companies are not willing to accept orders for small amounts. In this regard, after the redesign of the layout of Yiwu Hardware Museum, the introduction of the intermediary sales model broke through this sales bottleneck, sales in the last two months soared six times.

According to Yang Yiheng, most Danzao hardware companies are focusing on high-end products, which are misaligned with the low-end market in Jiangsu and Zhejiang. However, due to the constraints of transportation costs, companies that try to place orders or orders worth less than 20,000 yuan will find it uneconomical. This has also led to the loss of potential customers. "In response to this, we have adjusted our operating model. In addition to the display-plus-distribution model, we can not only better help companies enter the Middle East market, but also enable companies to use the hardware platform to increase sales."

Specifically, this model is to introduce intermediary brokers to help companies reduce their cost of sales and billing standards, and to open up the "secondary governor" of the local market. “Agreement reached through the contact between agents and manufacturers, so that the cost of transportation will be reduced a lot, even if the orders are less than 20,000 yuan companies are willing to take orders, and some buyers will continue to increase orders after a small amount of purchase trials, so that The company succeeded in winning a long-term customer again.” Through this model, the museum’s sales have doubled in two months.

Introduce management draft

Improve industry "gold content"

“Jinsha Hardware” positions the high-end market, and Danzao will continue to increase the technical content of the hardware industry, and pay more attention to the transformation of parts production to the manufacture of end products, and seize the high-end links of the industrial value chain.

Yao Zhongwo, president of the South China Sea Hardware Industry Association, told the author that after more than six months of preparation, the current draft of the “South China Sea Jinsha Hardware” collective trademark management has been issued. The author has learned that at present, there are more than 2,000 hardware companies in Danzao Town. If these enterprises want to obtain the right to use collective marks, they must first apply for membership in the Hardware Industry Association, and then the quality of the relevant products must be passed on by the quality supervision and other related departments. Testing to ensure that the company's products meet the standards of use.

“In addition, enterprises that meet the requirements must be allowed to use the certificate after the association has issued the trademark use certificate. The validity period of the license is three years. Once the expiration date is reached, the application for renewal will be requested again. In the course of use, relevant testing organizations will conduct regular sampling inspections on the product. Once the product is found to be unqualified or refused to accept the product supervision and inspection immediately canceled trademark use qualifications.” Yao Zhongwo introduction, at present the town has 56 hardware companies successfully have the right to use the collective trademark.

It is reported that due to the positioning of “Jinsha Hardware” in the high-end market, Danzao will pay more attention to exploring the matching and grafting methods of emerging industries such as traditional hardware and environmental protection equipment manufacturing, and continuously increase the technological content of the hardware industry, and pay more attention to promoting the production of parts to the manufacture of end products. The transformation will capture high-end links in the industrial value chain.