In the early years of the new century, China's door and window hardware industry embraced the opportunity of international industrial transfer, rapidly rising to become a global leader within a decade. However, as the sector matured, it became clear that brand strength is the cornerstone of sustainable growth. Over the past ten years, the industry has gradually built up brand awareness, and developing strong brands has now become a central strategy for creating a long-lasting, globally competitive industry.
During the process of taking on international manufacturing roles, many Chinese companies advanced from small-scale operations to larger enterprises through OEM (Original Equipment Manufacturing). While this model helped them gain experience and technical improvements, it also came with high labor and resource costs. OEM is merely a transitional phase in industrial development, not the ultimate goal. To truly globalize and build enduring enterprises, Chinese door and window hardware companies must focus on brand building.
After years of accumulation, China’s door and window hardware manufacturing sector has developed a strong production capacity. The products are no longer seen as low-quality or low-cost. International buyers and markets have started to recognize the quality of these goods. However, improved quality alone does not guarantee successful branding. Most Chinese companies still play a secondary role in the global supply chain, supplying high-quality products to international brands under OEM or ODM arrangements. The lack of independent branding remains a major weakness in their global competitiveness.
While OEM has allowed many Chinese firms to quickly accumulate capital, this model becomes a limitation once they reach a certain scale. It hinders further development and prevents companies from moving up the value chain. Therefore, the industry needs to shift its focus from mere production to innovation, brand building, and market expansion.
Currently, some domestic hardware companies are evolving from simple manufacturers into innovative, high-value enterprises. These firms are increasingly targeting international markets, emphasizing specialization, technological advancement, and market-driven strategies. As export trade continues to be a key driver, door and window hardware suppliers should invest more in branding and R&D to explore new opportunities amid growing domestic demand.
Only with superior quality can door and window hardware products capture market share and establish a strong brand image. As the saying goes, "It is hard to start a business, but even harder to maintain it." If product quality fails to improve, companies will struggle to expand their markets, hinder brand development, and risk losing the hard-earned positions they have secured over time. In a competitive global environment, continuous improvement and brand enhancement are essential for long-term success.
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