For a long time, the hardware accessories industry has been regarded as an "invisible champion" - with solid technology but weak brand power. Nowadays, as consumers' awareness of quality and brand increases, more and more hardware enterprises are beginning to explore the path of brand upgrading.

Current industry situation: The domestic market competition is fierce. Most hardware products are highly homogeneous, and the profit margin has been compressed to 5%-10%.

Some enterprises have been manufacturing for international big brands for many years and possess high-end manufacturing capabilities, but they lack the influence of their own brands.

Case of breaking the deadlock: Brand IPization: A certain hardware tool enterprise has implanted the image of a "household tool expert" in consumers' minds by sponsoring variety shows such as "Dream Makeover", increasing the product premium rate by 30%.

Channel innovation: Offline stores introduce experiential scenarios (such as DIY workshops on hardware), and online, through Xiaohongshu and Douyin, popularize hardware knowledge to shorten the distance with young consumers.

Future direction: Shift from "selling products" to "selling solutions", for instance, offering an overall package of home hardware (door locks + hinges + slides) to enhance the average transaction value and customer stickiness.

Conclusion: In the second half of the hardware accessories industry, the competition is not about price, but about brand value and user trust. Only by attaching the "quality label" to "Made in China" can it gain a firm foothold in the global value chain.