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Brand Strategy Promotes Home Hardware Industry Development
In recent years, as consumer demands have continuously evolved, the expectations for hardware accessories in home products have significantly increased. According to Luo Baihui, a member of an industry association, the quality and grade of furniture are largely determined by the selection of hardware components. Many issues with furniture usability, such as inconvenience or inefficiency, often stem from improper or inadequate choices of hardware parts. He emphasized that with the right hardware, even complex multifunctional furniture can be produced. While hardware accessories account for only 5% of the value in furniture, they contribute to 85% of the overall comfort and user experience. This clearly highlights the crucial role hardware plays in modern furniture design.
Traditionally, home hardware focused mainly on mechanical properties, rust resistance, moisture resistance, and the durability of moving parts. However, with the rising demand for personalization and a more integrated home environment, modern home hardware must now not only fulfill functional requirements but also offer aesthetic appeal and harmonize with the overall interior style.
Take the common handle, for example. Today’s market offers a wide variety of options beyond traditional stainless steel—such as black, bronze, light chrome, pearl nickel with transparent paint, and various shapes like European, Chinese, or custom designs. These diverse choices cater to the growing need for personalized and stylish home solutions.
As smart home lifestyles become more prevalent, the importance of home hardware has grown even further. People today desire a more comfortable and convenient living experience, which requires hardware to be more intelligent and user-friendly. The trend toward a "lazy lifestyle" has pushed the industry to develop more advanced, automated, and intuitive hardware solutions.
Despite its significance, the domestic high-end home hardware market is still dominated by imported brands. Major international companies like Blum, Hettich, and others have established themselves as leaders, especially in the furniture and cabinet hardware sectors. Using German or Italian hardware has become a key selling point for many high-end furniture brands.
For instance, in the cabinet industry, the use of hardware accounts for about 35% of the total value. High-end cabinets now feature electronic pumping systems, allowing for “no-handle†designs that are both sleek and functional. Advanced damping and slide rail technologies have also improved drawer performance, making them more durable and smooth in operation.
In the integrated bathroom sector, innovations such as automatic temperature control, card locks, smart doors, and sensor switches are becoming more common, paving the way for smarter and more convenient home environments.
With the rapid growth of the home furnishings industry, including cabinets, sanitary ware, and building materials, many companies are shifting their focus to the domestic market. Exporting to China has become a key part of their strategic development. Domestic hardware manufacturers are increasingly aware of this trend and are aiming to penetrate the high-end market.
A manufacturer who previously focused on OEM production shared that, despite strong product quality, the challenge lies in changing past practices of mass production without branding. Strengthening brand management and corporate image is essential to securing a stronger market position.
Over the years, many domestic hardware companies have struggled with low-cost competition, leading to price wars, low profit margins, and limited investment in innovation. This has resulted in a saturated market where most products are similar, and companies rely heavily on copying rather than developing unique solutions.
This lack of innovation has made it difficult for domestic hardware to compete in the high-end segment. However, the implementation of a solid brand strategy is now seen as a critical step toward industry transformation. By focusing on brand development and expanding into both domestic and international markets, the industry is beginning to see significant improvements.
Currently, two main brand strategies dominate the market: professional brands and system brands. Professional brands focus on specific products, offering high cost-performance and fast delivery, but often struggle with brand visibility and market differentiation. System brands, on the other hand, offer a comprehensive range of products, creating a one-stop shopping experience that meets multiple needs at once. However, these models come with their own challenges, such as high operating costs, inventory pressures, and difficulty in maintaining product diversity.
Ultimately, a well-executed brand strategy can drive industry-wide transformation, promoting sustainable growth and helping the hardware sector move from an export-driven model to a balanced approach that supports both domestic and global markets. This shift has already led to a significant rebound in the industry, with the domestic market showing explosive growth and the entire sector experiencing rapid expansion.