An industry insider stated that in the process of undertaking international industrial transfer, a large number of Chinese companies have achieved a transition from small to large through OEM (Original Equipment Manufacturing), but OEM is only a specific historical stage of industrial development. Door and window hardware enterprises have achieved technological and experiential improvements in this stage, but have also paid a hard labor and resource price, which is ultimately not the ultimate pursuit of enterprise development. To achieve internationalization and build a century old enterprise, Chinese door and window hardware products must start with brand building.

After entering the new century, China's door and window hardware industry took on the responsibility of international industrial transfer and quickly rose to power in about 10 years, becoming the world's largest manufacturer of door and window hardware. But brand has become the foundation and core of enterprise development. After more than a decade of rapid development, brand awareness has been unprecedentedly strengthened in the door and window hardware industry. Building a brand has become the core development strategy for knowledgeable enterprises in the industry to build a century old business.

We have a brand, and foreign buyers and major clients know about us. They often come to purchase our products, and we are also a gold medal supplier of a multinational company. When it comes to the importance of brand to enterprises in the past, many leaders of door and window hardware companies have confidently stated that they have a brand and regard OEM production as a brand, which was a vague understanding of some enterprises 10 years ago.

In fact, this can only indicate that the Chinese door and window hardware manufacturing industry has accumulated a high level of manufacturing capabilities after a period of time. The door and window hardware products manufactured are no longer synonymous with low quality and low price, and the quality of the products has been recognized by international mainstream buyers and the market. But the improvement of quality does not necessarily mean the ultimate victory of brand building. Chinese door and window hardware enterprises still play a low-level role as producers and processors in the international market division of labor.

The reason behind this is that although they have the ability to produce high-quality products, most of the time these products are provided to international brand manufacturers through OEM or ODM, and the lack of brand has become a fatal flaw for Chinese companies in international competition. It cannot be denied that the OEM production method once allowed Chinese enterprises to complete the initial capital accumulation in a short period of time, but when the accumulation reached a certain level, this production method became a shackle and an obstacle for enterprises to move towards higher levels.

At present, some domestic hardware enterprises are gradually developing from processing enterprises to high value-added enterprises with independent innovation, positioning themselves as "international, specialized, technology oriented, and market-oriented", with export trade as the main focus. Door and window hardware suppliers should also pay more attention to brand building and technological innovation, and go out of a Xintiandi under the background of expanding domestic demand.

Door and window hardware products can only win the market and establish a good brand image with high-quality products. As the saying goes, starting a business is easy but maintaining it is difficult. If the quality of door and window hardware products cannot be improved, not only will the market be difficult to expand, which is not conducive to brand building, but even these stable markets that were won through numerous difficulties will gradually be lost.