Hardware giant Mipra plans to enter the Chinese retail market

A Fortune 500 company, a world-famous hardware supplier, has entered the Chinese market for several years, but it is still not widely recognized by consumers, and its influence is not as strong as its competitors. To this end, Germany's Mepra made a major strategic adjustment this year. They changed the previous sales model of only professional customers. From May onwards, the brand will face the terminal and strive to let more consumers recognize it in a short time. Knowing the beauty of Pula, thereby increasing the market share of the product.

Want to open up the retail market
The German Mepla-Alfit Group, part of the Würth Group of Germany, is a Fortune 500 company with 370 companies in 84 countries with annual sales of 7.7 billion euros and 77 billion yuan. However, it is such a large enterprise that its consumption awareness in the terminal market is much lower than that of Blum and Hettich. As a world-class hardware brand, MePR has entered China for 20 years.

In this regard, the president of the China-Pula Group China, Berndfaher, admitted that this situation is caused by the mistakes of the company's marketing policy against China. Therefore, major strategic adjustments will be made.

According to Berndfaher's adjustment, it means that in addition to doing engineering and selling to consumers through home appliance cabinets and furniture manufacturers, it will also face consumer terminals in the form of specialty stores.

According to him, at present, Mipula is negotiating with some building materials supermarkets. Mipura hopes to display brand image, quality and usage methods in more end-consumer markets in the form of brand boutiques or specialty stores.

Berndfaher said that as the market develops, material suppliers and semi-finished suppliers must focus on publicity. Intel is making chips, but its advertising in China is overwhelming. "The same is true for hardware manufacturers. Only if your terminal market is highly aware, your professional customers will use your products more." From Berndfaher's words, we can easily see the typical German style of the Meppe Group. Thinking has obviously changed qualitatively under the influence of the Chinese market.

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