As a labor-intensive industries, China's hardware industry in a time of rapid development, but also faces many challenges, such as many old faces from bad to worse, the loss of the brand, and even existential crisis today, Wang Mazi bankruptcy shocked the industry. How should China's hardware business to break the awkward predicament of survival, to win the development? Nowadays, whether it is old, the industry giant is still being developed in the hardware business, more and more emphasis on "cultural marketing."

Zhangxiaoquan to shoot TV series

"Wang Mazi north, south Zhangxiaoquan" This sentence has spread but also shocking, but Wang Mazi bankruptcy so that this language became farewell. Zhangxiaoquan also facing relocation fate. Suffered the pains of Zhangxiaoquan begin to exert. In order to expand production capacity, with a total land 271 acres, the total investment in fixed assets of more than 9 million Fuyang, Hangzhou Zhang Koizumi Hardware Technology Park has started, after the operation, the scale of China will become the largest industry Cutlery, most versatile manufacturing base metal scissors .

It is reported that Zhang Koizumi to create their own brand of cultural industries in Hangzhou Zhang Koizumi as the prototype of a 30-episode TV series "gold standard" has entered the stage of script writing, screenwriter personally penned the national level, together with the Huayi Brothers shooting, for which they will spend 20 million yuan.

Yangjiang eighth child of "China's first knife" and "Sound Museum"

With the old "Wang Mazi" The decline is the rise of the new generation of knife king "Yangjiang eighth child". Yangjiang SHIBAZI current annual sales of over 300 million. Yangjiang SHIBAZI also attaches great importance to cultural marketing. "Yangjiang SHIBAZI" adhere to the people-oriented, focusing on "human" character core, grasp the building of enterprise culture, enterprise development to win a powerful force. "Yangjiang SHIBAZI" compiled the history of entrepreneurship literature --- novel "China first knife."

In addition, eighteen Yangjiang Group is currently head of the sub-plot back Lee is an enthusiast, a collection of vinyl records up to more than 50 million copies, the top hundred of audio equipment, are attracted to visit the famous American magazine editor Robert • Harry sound known as the "world's first enthusiasts." And he has put his more than 2000 square meters of the audio world into a "Sound Museum.

Lee Ji back to his sound museum as a career, he hopes to help Sound Museum, the world's first stereo museums and Yangjiang SHIBAZI bundled sales, giving the impression that the thought of the world's first sound mind Museum will naturally think of Yangjiang eighth child.

Cultural marketing ubiquitous metal industry

Hardware industry is an ancient and honored profession. In ancient China, Cutler is not out of the 36-line, a long period of non-mainstream position. Once a hurried retreat, will buy knives, experienced Cutler will have to be diverted and, therefore, cause metal hardware fault. Today, whether in the market or the show, they played the cultural marketing brand presence everywhere.

In the 2009 China International Hardware Fair in Cologne, Shanghai field tools would be several statues of the ancient classical sculpture onto the booth attracted many viewers, but also to the industry demonstrate the tool on the tool forging field accomplishments and history culture. Force more easily in front of their booth, and asked two jobs male model dressed as ancient forms, and wrenches, pliers, etc. playing performance art.

Previously, Tianjin beautiful wedding room open hardware sold themed bars earn money news touted culture, it is learned, grew up in a pile of metal on metal have feelings wife was married six months ago sold his house money, opened This metal bar, so that the whole body glowing metal luminescent dabizhuang Hardware City, began to have emotions.

Conclusion: not selling products, but cultural. Cultural marketing operations well, plus follow-up products, will bring an unprecedented opportunity for development.