Branding and quality

The manufacturers of tools and hardware in China have recognised that, in the long term, they can continue to exist in the global market only if they do what manufacturers from other regions are already doing: go increasingly for brand building and quality. The exhibition stands, some of them quite lavish, at the China International Hardware Show in Shanghai from 21 to 23 September 2011 made this trend more than clear. It was of course emphasised by the fair organisers as well: the German Koelnmesse fair company and the China National Hardware Association (CNHA). As expressed by Michael Dreyer, Koelnmesse’s vice president Asia Pacific, “Brand building, research and development and intellectual property rights (IPR)” are the important points that are increasingly occupying organisers and exhibitors at the moment. And Shi Senglan, vice president CNHA, added his contribution: “We encourage the exhibitors to improve the product quality and also to export with independent brands.” When all is said and done, China has long been more than just the lowest-wage country. This production segment has now moved on to countries like Pakistan and Bangladesh. It is against this background that the two organisers are setting their sights more and more on the “growing and really emerging domestic market in China”, as Dreyer said. “For the past three years, CIHS has been adopting a repositioning strategy, from being an export-focused sourcing platform to an import-focused one.” According to Dreyer, the proportion of visitors from China has increased “dramatically” in the past few years. This year saw a significant rise in overall visitor numbers once again, a fact that was indicated on the very first day of the fair, when a plus of 20 per cent on the comparable day last year was reported. Altogether nearly 40 000 trade visitors from 85 countries and regions, or some 14 per cent more than last year, came to the Shanghai event. There was also an increase in the total number of exhibitors to 2 400 (four per cent up), while the exhibition space of 115 000 m² amounted to an increase of 15 per cent. Among other things, support from the European DIY Retail Association (EDRA) ensured that a great number of buyers from the international DIY scene were present at the event. International congress The International Summit of China Tools occupied an important spot in the supplementary programme. The aim was to convey to the manufacturers an understanding of access to the market in…