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In the wake of China's reform and opening-up, the hardware industry embarked on a rapid development trajectory. Entering the new century, it took on the role of承接 international industrial transfer, evolving swiftly over the past decade to become the world’s largest hardware manufacturer. Branding has since become a fundamental element in enterprise growth. After years of rapid expansion, brand awareness has reached unprecedented levels within the sector. For many leading companies, building a strong brand is now a central strategy for long-term success and the creation of enduring enterprises.
Establishing a brand is now widely recognized as essential. We have our own brand, and foreign buyers and major clients are well aware of us. They frequently visit to purchase our products. In fact, we are even a gold supplier for a multinational corporation. A decade ago, many company leaders mistakenly believed that OEM production was equivalent to branding—a misunderstanding that no longer holds true today.
This shift reflects the fact that China’s hardware manufacturing industry has developed a high level of production capability. Products are no longer associated with low quality or low price; instead, they have gained recognition from international mainstream buyers. However, improved quality alone does not guarantee brand success. Despite this progress, Chinese hardware companies still occupy a lower position in the global market, often functioning as producers and processors rather than brand owners.
The reason lies in the fact that although these companies can produce high-quality goods, most are supplied to international brands through OEM or ODM models. This lack of brand identity limits their ability to compete globally. While OEM helped Chinese firms accumulate capital quickly, it has now become a barrier to further development. As Zhang Dongli, Chairman of the China Hardware Products Association, noted, OEM was a necessary stage in China's industrial development, helping many companies grow from small to large. But it is just a phase—while it brought technological advancement, it also came at a cost. It is not the ultimate goal of enterprise development.
To achieve international recognition and build lasting enterprises, China’s hardware companies must focus on brand building. Fortunately, in recent years, many have become more aware of the importance of branding. They are investing heavily in manpower, resources, and capital, and significant progress has been made in establishing strong brand identities. The journey toward global recognition is ongoing, but the direction is clear.