Bosch layout mid-end power tool industry competition intensified

Recently, Bosch Power Tools, a manufacturer of power tools and accessories, announced that its T-series power tools for the mid-end user market have been on the market for a whole year, and sales in China have exceeded 500,000 units. In 2012, we will further enrich the T series product line. Fu Hai, senior vice president of sales for Bosch Power Tools Asia Pacific, revealed. From high-end to mid-range, the layout of Bosch power tools in the Chinese hardware market is on the rise. On the other hand, this move will also make the survival competition of domestic power tool manufacturers more intense. Choosing to make the T-series from high to medium Bosch is a somewhat confusing decision: Bosch power tools have always been known for high-end products on a global scale; in the face of a single market, a series of mid-range products have never been Had. In fact, we have been preparing for nearly three years. Fu Dahai said in an interview that Bosch has always hoped to occupy a wider market in China, but the market research department submitted the conclusion that Chinese consumers recognize Bosch Electric. The brand of the tool, but not necessarily choose to buy. The reason for hindering the purchase is its consistently high price. Since then, we have been thinking about whether we can introduce a mid-range product to meet the needs of these customers. Bosch then did a detailed investigation of China's power tool market. Bosch found that the domestic power tool market is a typical dumbbell-type structure, that is, the high-end and low-end each occupy a large share, and the mid-end market is small. But some changes are quietly appearing. We have noticed that the demand and share of the high-end market, which is dominated by a small number of imported brands, is relatively stable, while the low-end market, which is dominated by local small and medium-sized brands and mainly serves price-sensitive customers, has begun to shrink. This means that the mid-market will become the main market in the future. Deng Jianguo, Sales Director of Bosch Power Tools China, recalled. In March 2011, the T series products came into being. In this new range of products, Bosch decisively removed some of the standard features of previous products, such as high dust, low noise and so on. The price of the T-series products therefore has an advantage. Bosch has positioned its target consumer group of new products as a craftsman and migrant worker for small and medium-sized enterprises. In order to be closer to the target consumer group, Bosch simply moved to the bottom of the film and television star Wang Baoqiang, let him put on the clothes of a migrant worker, smirking and making a speech. As of March 2012, the sales of T series products in China exceeded 500,000 units. Fu Hai said that this performance made him very surprised. He did not disclose the current revenue contribution from the T-series products, but said that the current gross profit is very very low. He said that next, Bosch will also increase the launch of new products of T-series products. In addition, marketing will also launch a series of activities, such as roadshows, into more second- and third-tier cities. The challenges faced by domestic manufacturers are due to the substantial investment in industrial upgrading and infrastructure construction. The future market capacity of domestic power tools cannot be underestimated. Luo Baihui, secretary-general of the International Association of Moulds and Hardware and Plastics Industry Suppliers, said that the state's advocacy of vigorously developing advanced manufacturing and investment in infrastructure such as high-speed rail and ships has created an unprecedented market and development opportunity for the power tool industry. He predicted that the domestic power tool market capacity is growing at a rate of more than 25 per year. By 2012, the market capacity will reach 20.5 billion yuan. Such a feast of the industry will inevitably lead to competition among many companies. But at the moment, domestic manufacturers do not have an advantage in this competition. If you do not improve your technical ability to break out, survival will be in jeopardy. He said that according to the technical requirements and application fields of the products, the power tools can be divided into three levels: industrial grade, professional grade and DIY household grade. Among them, industrial-grade power tool products are mainly used in workplaces with high process precision or high environmental protection requirements, such as aerospace, with high technical requirements, high profit, and small market range; DIY household-grade power tools It is mainly used in occasions where the precision requirements are not high and the continuous operation time is not long, such as home repair, simple decoration, etc., which has the characteristics of low technical content and low profit. At present, most of the domestic power tool manufacturers are producing DIY household-grade power tools. The products are mainly sold at a price-competitive manner, and the overall performance is a low-end, disorderly competition; while professional-grade power tools have technical content. High, high profit margin, wide market scope, high industry threshold and high brand value, the market has been firmly controlled by foreign brands such as Bosch, Japan, Makita, Hitachi, and Dewei. He suggested that domestic manufacturers should strengthen their technical capabilities. Otherwise, once high-end manufacturers such as Bosch continue to extend their reach, the mid-range of the layout will inevitably further erode the market space. (This article Source: China Hardware Network)

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