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Over the years, China’s power tool industry has developed a distinct corporate landscape: large-scale, profit-driven firms are becoming increasingly prominent, exerting significant influence on the industry’s trajectory. This has led to a marked increase in industrial concentration. Being awarded the title of a “China Famous Brand†is undoubtedly a great achievement for the sector as a whole. However, maintaining this status is far more challenging than initially earning it. The six companies that have received this prestigious title should treasure and protect this hard-won honor. It is equally encouraging to see that many companies in China’s power tool industry are stepping up their efforts in brand building. They understand that while the industry holds vast potential, the path forward remains long and arduous.
To thrive and grow, China’s power tool industry must align its efforts with national policies and focus on self-improvement. Complaining about challenges serves no purpose. Since the early 1990s, Chinese power tool manufacturers have set their sights on the demanding European and North American markets, competing directly with the best global players. Simultaneously, since the mid-1980s, renowned international power tool manufacturers have established factories in China, gradually expanding their operations year by year.
By observing and emulating these foreign enterprises, domestic firms have not only adopted advanced equipment to enhance their technological capabilities and boost production capacity but have also absorbed their sophisticated management practices, including marketing strategies and after-sales services. This has enabled them to swiftly build their own marketing networks and service systems. Furthermore, domestic companies have recognized the importance of product quality and brand promotion, drawing inspiration from global brands to strengthen their own identities. Their efforts have yielded impressive results. After nearly a decade of relentless work, China has reversed the situation where imported power tool brands dominated the domestic market. The share of domestically produced power tools in overseas markets has surged to 90%.
The need for structural adjustments cannot be overstated. We acknowledge that implementing a brand strategy requires restructuring within the industry. With numerous companies operating in China’s power tool sector, the Electric Tools Sub-Committee of the China Electrical Equipment Industry Association has conducted thorough industry research and actively promoted industrial restructuring over the past ten years. In regions like Zhejiang, Jiangsu, and Shanghai—where power tool companies are densely located—support for stronger enterprises has been encouraged. Many firms have embraced technological transformation, acquiring advanced domestic and international production technologies and testing equipment, achieving or nearing parity with global standards. In terms of talent development, these key enterprises have either recruited or nurtured a cadre of skilled professionals who excel in both technology and marketing, establishing high-quality and efficient teams. In marketing, leading domestic firms have drawn lessons from global power tool giants, tailoring their strategies to suit local conditions, and have seen concurrent improvements in product quality and marketing proficiency.