Views: 0 Author: Site Editor Publish Time: 2021-03-31 Origin: Site
The hardware parts industry is a very broad industry. Common hardware categories include mechanical fasteners, tool hardware, construction hardware, daily hardware, and security hardware.Next, we start with specific industriesGoogle promotionData analysis helps companies go global better.
The current situation of my country's hardware market is mainly divided into upstream and downstream industries. The upstream industries of the hardware industry include steel, aluminum and other base metals, and titanium alloys.The main downstream uses of hardware products include: transportation, construction and home decoration, machinery and equipment, and civil security.
In the hardware industry, we take the fasteners with relatively good export sales among mechanical parts and hardware as an example to conduct a specific analysis.Judging from the color block, the darker the color, the greater the demand. The main demand areas are in Asia and North America, followed by the green part of Russia, Australia, Brazil, India, and Turkey, which also have relatively large demand.We look at the situation of China's exports through the data presented by the OEC tool. The blue area ranks first, mainly due to the relatively strong demand in North American countries. In addition, Brazil and Australia also have proportional demand.
The global import market for copper fasteners is in Europe, Asia, and then North America. China's export regions are similar to those around the world. In addition, you can also see the global import demand data for copper fasteners and steel fasteners.At the same time, demand in Southeast Asia is also relatively strong.
Global import demand for aluminum fasteners is concentrated in the United States, Canada, Russia, Brazil, Turkey and the Philippines.China's exports are mainly to North America, and the countries are mainly Mexico, Canada, Malaysia, etc.
The global import demand for titanium alloy materials is not large, and the main concentration area is the green North America region.Export volume data from China is mainly concentrated in Asia and Europe.Global import vs. China's export market has different regions.Asia's import volume in the global region is relatively small, but China's export volume to Southeast Asia is relatively large. Therefore, for our company to expand other markets, we do not need to focus on Southeast Asia and properly look at other markets around the world.
The hardware industry is greatly affected by tariffs. According to the analysis of the above products, the U.S. market is an area with large import volume. Due to the impact of tariffs, the cost of exporting to the United States is relatively high.Although the US market is a good market, it is still recommended to develop other regions and more countries to find new market opportunities and combine existing business markets to develop repeat customers.
Which countries can be used as new market points to explore?From the data of steel fasteners, in addition to the increased tariffs in the United States, the key markets of Mexico, Germany, and Canada account for a large proportion and can be regarded as the primary key markets for development; the Netherlands, Russia, Belgium, and Italy can be regarded as secondary key development markets. , France, Austria, the Czech Republic, and Japan are also areas where market development is necessary.
Copper fasteners market opportunities
The market development points of copper fasteners and steel fasteners are different.Compared with the dispersed market of steel fasteners, copper fasteners are relatively concentrated. From the data, Germany and the European region in the key markets are relatively close to 20%. At the same time, the regions are relatively concentrated. Indonesia and the Asia-Pacific region Malaysia has exceeded 100% growth.
Titanium alloy material market opportunities
Compared with copper fasteners, the titanium alloy market development areas are more scattered. The key markets are mainly Germany and France.Secondary key markets include Canada, Türkiye and Switzerland.Another key market is India and Belgium.These are all countries where the titanium alloy material market can be focused on developing.
Fastener marketing analysis
Through the above segmentation of demand countries for fastener products, we understand that the overall market has both opportunities and challenges.The transformation of the challenge part is imminent, because the quality of my country's fastener exports is at a low-to-mid-end standard, the price is relatively low, and we have no pricing power, which is also one of our shortcomings.Another challenge is the basic ability of marketing. Regardless of standard parts and non-standard parts, other countries have relatively high requirements for our country's process. These are two challenges we face.Therefore, manufacturing companies in the fastener market need to transform as soon as possible.
While facing challenges, there are still great opportunities.According to the analyzed industry data, the market impact of the United States is relatively large. Although there will be additional tariffs, it basically covers the fastener market. We can focus on the surrounding areas of the United States and other emerging markets. To explore new market opportunities, Northeastern Europe, Russia and Western European countries affected by the Belt and Road policy have increased demand for fasteners, and their acceptance of Chinese products will also increase accordingly.These are opportunities we must seize.
Construction Hardware Overview
In the second category, we analyze the construction hardware industry and compare it with global import demand and domestic exports. From the perspective of domestic export data, North America ranks first, followed by Europe, which accounts for a larger proportion, and Asia. It is an inherent market, with a relatively large proportion of small subdivided countries.Combined with global demand, Europe and North America have a large demand, followed by North Africa and the Middle East, which are in blue, and also account for a relatively large proportion.
China's exports of construction hardware segment products, steel structures, are mainly to Southeast Asia, North America, and Africa in the yellow areas.Global import data is consistent with construction hardware data.
Tool hardware
Tool hardware is mainly divided into agricultural tools and hand tools.
Agricultural tools
Agricultural tools are mainly produced in Europe and North America in China, and global import data, except for Europe and the United States, are mainly from Australia and Russia.
Hand tools
China's export data for manual hardware tools are similar to those for agricultural tools.The three main regions are Europe, North America and Southeast Asia. Global import data still shows that demand in North America and Europe is very large, followed by Asia and Southeast Asia.The demand in Russia, Australia, and Mexico is also obvious.
The export performance of construction hardware is outstanding. In terms of marketing enthusiasm, factories and enterprises in my country's hardware industry are mainly located in Jiangsu, Zhejiang, Shanghai, Guangzhou, Shandong and other provinces and cities, and their distribution is relatively scattered.As digital marketing and online marketing become more and more mainstream channels, geographical location is no longer an obstacle to developing customers, so more small hardware companies are beginning to choose digital marketing.In terms of export trends, industry development tends to be diversified. High-tech hardware will see export growth, and high value-added products are the future direction.
The previous summary and analysis are industry data. We can also use Google tools to analyze the trend of the hardware industry. First of all, from the Google search volume trend, the volatility is different compared with products with off-peak and peak seasons. The hardware industry has a full year The overall fluctuation is relatively gentle, with only a small trough in February.Device trends: Mobile search volume ranks first, while searches are on an upward trend, while desktop searches are on a gentle downward trend.
CPC&CTR trend comparison
The way of digital marketing in the hardware market is more mainstream using search engines. Let’s take Google as an example. The distribution of single-click prices can be seen. The single-click prices in emerging markets such as India, Vietnam, Mexico, Canada, and Australia are relatively low. The cost of acquiring customers is high, so should we give up this part of the market?
no.It is necessary to use more advertising forms and find forms with high cost-effectiveness per click to place in these areas. In areas with low click price, you can start with search advertising.This is more effective.In addition to CPC, we can also look at the click-through rate indicator. India, Vietnam, and Mexico are still very advantageous in terms of both CPC and CTR.
Judging from the seasonal changes in top country searches and CPC, the cost-per-click range has ranged from 0.14 to 0.39 in the past three years.
UK search volume: peaked in November, CPC: peaked in June;
Number of searches in India: peaked in December, CPC: peaked in April;
Vietnam search volume: peaked in August, CPC: peaked in January;
Mexico search volume: peaked in October, CPC: peaked in April.
Overview of hardware industry website elements
After we understood the market and demand comparison earlier, we also clearly analyzed the distribution of click prices.Digital marketing and online marketing promotion also require a suitable marketing website to better develop our overseas business. For B2B hardware industry customers, what kind of website can help us achieve results?
The first is the basic components of the website: the website page needs to display promotional information, a login form, a clear navigation bar, a prominent search box, suitable product picture materials, a list of bestsellers, and a website layout and color scheme that is simple and clear for users to browse.These are essential elements.Secondly, for foreign trade customers, it is also necessary to list telephone number, online inquiry and other functions to facilitate order tracking.
Regular optimization of the website is also a very important part.The loading time of the website is slow. If it exceeds 3 seconds, the bounce rate of the website will be too high. You can use website speed testing tools. In addition, the adaptability of the mobile terminal is also important.
After optimizing the website, how to choose keywords when placing accounts?The hardware industry contains many types of products, including many keywords.So can all keywords be placed directly?not really.Standard parts for general machines, detailed specifications and standard numbers can all be set.Non-standard parts need to be customized, and different countries and industry standards are different.When we target different countries, we need to add customized words to the description of the advertising slogan.Below we take the main search keywords in several regions as examples to help everyone understand better.
North America focuses on specific tool names, which are related to the usage scenarios, mostly wood;
Southeast Europe prefers household tools, mostly concentrated in set groups;
There are relatively many diamonds and records in Latin America and they are geographically related;
Africa is associated with specific items such as wood and leather.
