Hardware locks should expand channels to develop high-end products

Despite being the global leader in hardware production, China still faces widespread issues with low-level and low-value-added products. Branding and marketing efforts in the hardware lock sector remain underdeveloped. As noted by Luo Baihui, enhancing competitiveness requires hardware lock manufacturers to broaden their distribution networks and focus on creating premium offerings. The current lock industry operates at a relatively low level, with weak patent protection awareness. Even when a hardware lock firm holds an innovative patented technology, counterfeit versions quickly flood the market. The low barriers to entry in this sector have caused significant disarray within the hardware lock marketplace. Instances of intellectual property violations occur frequently, and the lack of brand identity exacerbates the chaos. Brands are either nonexistent or inconsistently represented, leading to a fragmented and inconsistent consumer experience. Although door manufacturers and hardware lock producers both operate downstream of the real estate sector, their relationships are often imbalanced. Over the past decade, as door companies have grown stronger and diversified their distribution channels, their demands for hardware locks have evolved. Traditional hardware locks can no longer satisfy these updated requirements. Therefore, hardware lock companies must adapt to the current market rather than clinging to outdated standards. Understanding the evolving needs of door manufacturers and aligning with their growth is crucial for seizing opportunities to boost sales and expand market share. Collaboration with door companies is essential for achieving this goal. Most lock firms struggle with brand recognition and channel development. Their marketing teams are often understaffed and outdated. To address these challenges, lock companies need to revamp their distribution strategies. They should invest in building robust regional marketing teams, explore new channels, and prioritize brand promotion to achieve balanced nationwide growth. The focus of many lock companies tends to be on large, established door enterprises, while smaller or emerging players are overlooked. This shortsighted approach neglects valuable market potential. For instance, during investigations into small and medium-sized door businesses in cities like Panjin in Northeast China, it became clear that these enterprises, due to limited monthly sales volumes, have minimal demand for locks. Many expressed frustration when attempting to collaborate with lock companies, which often dismissed their requests due to perceived low profitability and high mold-making costs. In recent years, the rapid growth of the real estate sector has driven changes in consumer behavior. People now prefer fully-furnished homes and integrated renovation packages, saving them time and effort. This trend has created new opportunities for lock companies willing to adapt. Private enterprises have recently emerged as key drivers of the hardware lock industry's growth. The shift toward European and American markets represents a pivotal opportunity for Chinese hardware lock manufacturers to expand their marketing channels and enhance global competitiveness.