Zhongshan Lock Enterprise Expands Brand Driving Effect to Cultivate Industry Cluster Brands

Lock products accounted for more than 40% of the country, and the annual output value increased rapidly from 3 billion yuan to 4 billion yuan.

Feng Xiuying, Secretary-General of Xiaolan Town Lock Industry Association, Zhongshan City, Guangdong Province, used the above three sets of figures to explain that Zhongshan Quality Supervision Bureau is based on industrial clusters in promoting the implementation of lock alliance standards, accurately grasping the standard setting level, and adopting “Government + Industry Association + Enterprise” The formulation and promotion model not only leads the lock industry out of the predicament of disorderly competition, but also becomes a “key” for seeking to accelerate the transformation and upgrading of traditional industries.

The alliance standard has opened the question mark of the transformation and upgrading of the lock industry in Xiaolan Town.

Unified technology threshold to avoid disorderly competition

In recent years, with the acceleration of urban and rural industrialization in Zhongshan City, a large number of industrial clusters have been formed with towns (streets) as geographical units and hundreds of hundreds of similar production enterprises, forming many hardware and furniture. A regional traditional industrial cluster with “one town, one product” such as food.

After decades of development, Xiaolan Town has become one of the pillar industries of the town and has nearly 300 lock manufacturing enterprises. In the development process of industrial clusters, because quite a few industries have no product standards or implement backward industry standards, and the number of enterprises is large, the scale is small, and the degree of homogenization of industries is relatively high, which has become a constraint to the lock industry to accelerate industrial transformation and upgrading. bottleneck.

To this end, the Zhongshan Quality Supervision Bureau in the process of guiding the transformation of traditional superior industries to accelerate the transformation and upgrading, innovate the work ideas, aim at some of the outstanding products that have not yet established national, local or industry standards, and adopt a voluntary combination to bring together enterprises in the industry. , the concept of developing and implementing corporate alliance standards. In the formulation of the alliance standard of Xiaolan Town, the three government standards of lock industry were formulated and implemented by the “Government + Industry Association + Enterprise” model, which promoted the optimization and upgrading of industrial clusters and improved the industry. Competitiveness.

In the process of formulating and implementing the alliance standards, the bureau initiated the voluntary alliance of enterprises to jointly draft, formulate and promise to implement the standards, use standards as a link to promote the decentralized development of all enterprises as a whole development, and realize the industrial lending alliance standard. .

The first is to open the way with policies and support guidance. In the development process of locks, how to improve the overall level of locks, locks have always been in a leading position in the national industry; reduce the vicious competition brought by industrial homogenization, avoid waste of resources to produce low-end products, and increase the added value of products, so that The regional advantages are more prominent and actively participate in international competition. Xiaolan Town has a clear understanding. In 2006, the town government issued a series of policies to encourage enterprises to seize the commanding heights, and to provide support and support to the associations and enterprises that undertake the work of the National Professional Standardization Technical Committee Secretariat and participate in the formulation of national standards, industry standards, and alliance standards, and promote the implementation of industrial clusters. Alliance standard.

Secondly, relying on the enterprises and promoting them together. In order to do a good job in the formulation of industrial cluster alliance standards, on the one hand, the town organized industry associations and enterprises to visit and investigate in Japan, South Korea and other places, and invited lock industry experts to guide the work in Xiaolan Town, so that enterprises can understand domestic and international standards and markets. The demand situation, and through the convening of industry forums, promotion meetings to promote the purpose of the industry cluster alliance standards, mobilize the wide participation of enterprises. On the other hand, the Quality Supervision Bureau of Zhongshan City has compiled three industrial cluster alliance standards based on the manufacturing conditions of lock enterprises, relying on chambers of commerce, lock associations and industry organizations and related enterprises, and combining international advanced standards.

Under the joint promotion of the government, chambers of commerce, associations and enterprises, and under the leadership of alliance standards, some small and medium-sized enterprises, through technological transformation and technological innovation, have applied for the adoption of alliance standards with a record rate of over 80%, achieving the overall level of the lock industry. A qualitative leap has boosted industrial upgrading.

After implementing the alliance standards, the technical threshold was unified, which effectively avoided disorderly competition, greatly improved the economic efficiency of enterprises, and promoted the growth of industrial clusters. After the implementation of the Zhongshan Locks Alliance standard, the industrial cluster economic characteristics are more and more obvious, the industrial competitiveness is obviously enhanced, the scale of the enterprise is growing, the market share is continuously increasing, and the door lock market is over 40% of the country. The annual output value of the lock products is more than 30. 100 million yuan has rapidly increased to more than 4 billion yuan.

Improve product added value and promote healthy development of the industry

Prior to the establishment of the door lock alliance standard in Xiaolan Town, the lock industry has been in a state of low production standards, which not only severely restricted the development of the lock industry, but also the gap between the quality level and the developed countries, and the industrial upgrading was difficult. .

In order to solve the problem of low industry standard and long ageing of locks, Zhongshan Quality Supervision Bureau is based on the transformation and upgrading of industrial clusters, accurately grasping the formulation level of alliance standards, and focusing on eliminating the phenomenon of non-standard production to promote industrial optimization from the formulation of early alliance standards. Upgrade changes.

In the process of formulating and implementing the alliance standards, the bureau not only focuses on improving the product quality level, but also reflects the advanced nature of the standards, and integrates with the international advanced technology level as soon as possible, so that the company is moving towards high-end manufacturing and high-quality manufacturing, and upgrading the product quality. Promote industrial transformation and upgrading to play a huge role.

Among the three lock alliance standards formulated, the main quality indicators are much higher than the current national and industry standards. The service life of the ball lock is 100,000 to 200,000 times higher than the national standard, and has reached the international advanced level.

With the implementation of the alliance standards, the overall quality level of locks has been improved, leading to the sustainable development of the industry. The main performance technical indicators of the three alliance standards are much higher than the current industry standards, and have reached the international advanced level, which has greatly improved the quality level of Xiaolan locks. Maintaining the leading edge of Xiaolan lock products in the same industry in the country and reaching the advanced level of similar foreign products, the company has more confidence in international exchanges and eliminated the technical barriers of foreign standards.

The Zhongshan Municipal Quality Supervision Bureau took the opportunity of implementing the alliance standard, paying attention to the role of the local government, forming a good pattern in which the town government and functional departments work together, and the industry associations and enterprises actively participate, not only getting rid of the industry production, no standard available, no The dilemma applied to the standard, but also to improve the consistency and stability of product quality. The national inspection sampling inspection rate has increased from 81.3% in 2006 to the current 92%.

The implementation of the alliance standard not only improves the product quality and added value of the lock enterprise, but also promotes the healthy development of the industry.

Expand brand driving effect and cultivate industry cluster brand

In the past few years, the Zhongshan Quality Supervision Bureau has promoted the transformation and upgrading of traditional industries and promoted the competitiveness of the industry by promoting the implementation of lock alliance standards in industrial clusters, and realized the traditional industries from “Zhongshan Manufacturing” to “Zhongshan Creation”. Cross.

Based on industrial clusters and accurately grasping the standard setting level, it has become the main practice of the Zhongshan Quality Supervision Bureau to promote the implementation of alliance standards. According to the formulation and promotion model of “Government + Industry Association + Enterprise”, the product quality of lock companies in Xiaolan Industrial Cluster has been promoted, the added value of products has been improved, and the healthy development of the industry has been promoted.

Through the implementation of the alliance standards, regional brands have renewed their splendor.

First, it eliminated the industry's non-standard production. Due to the ever-changing market demand and the acceleration of new product development, standards tend to be lagging behind. What is more critical is the dependence of enterprises on the standards set by the state and industry and the lack of their own standardization capabilities, resulting in products still in production for quite some time. No standard production status, or the standard does not match the true quality requirements of the product. Through the implementation of the alliance standard, Xiaolan Town unified the lock technology threshold, effectively avoiding disorderly competition.

The second is to upgrade the product quality and promote the sustainable development of the industry. In addition to eliminating the functions of non-standard production, the alliance standard also shows great potential in upgrading brands, leading the market and promoting industrial transformation and upgrading. Through the promotion of alliance standards, the technical level of enterprises in Xiaolan Town Cluster has been further enhanced, enabling enterprises to move towards high-end manufacturing and high-quality manufacturing, and continuously strengthen their leading position in related industries through technology upgrade.

The third is to lay the foundation for the formulation of national and industry standards. By formulating alliance standards, the status quo of locks without standards can be changed, and the foundation for Xiaolan Town to participate in the revision of national or industry standards will be laid. Even national or industry standards can be drafted to seize the standard discourse power and commanding heights.

The formulation and implementation of the alliance standard has guided the industry to grasp the quality of the products, so that the company realizes that only by improving the product quality level, the products have vitality, and the products have higher added value, thus enhancing the popularity of the regional brands and speeding up the promotion. The agglomeration effect of industrial clusters.

The development of Xingyue Lock Factory and Puxin Hardware Products Factory is an obvious case. Before 2007, the annual output of Xingyue Lock Factory and Puxin Hardware Products Factory was about 200,000. After the implementation of the alliance standard, the annual output of the two companies increased year by year, and the sales volume and market share exceeded the calendar year. The record that came. As of 2012, the annual output of the two companies has increased to about 400,000, doubled from 2006.

In order to expand the brand-driven effect and foster the development of the brand of Xiaolan lock industry cluster, Xiaolan Town has issued a series of policies to encourage enterprises to create famous and excellent.

At present, Xiaolan Town has promoted the healthy and rapid development of the lock industry by cultivating two Chinese “Ten Lock Kings” enterprises and Guangdong famous brand products. At the same time, the Lock Industry Association will apply for the registration of the “Xiaolan Lock” collective trademark and formulate the “Management Measures for the Use of Regional Brand Collective Trademarks in the Locking Industry of Xiaolan Town”. Enterprises that meet the requirements of the Xiaolan Locks Alliance Standards may be authorized to use the "Xiaolan Lock" trademark after being evaluated by the expert committee.

At the same time, the Lock Industry Association, in conjunction with 23 leading companies, has jointly invested in the establishment of Zhongshan Xiaolan Locks Co., Ltd., which is responsible for the operation and management of the “Xiaolan Locks” collective trademark. The town government will issue relevant policies to support this collective trademark, drive the implementation of the Xiaolan locks alliance standard, improve the quality of industrial cluster products, and promote the further upgrading of industrial clusters.

The results achieved by the Zhongshan Quality Supervision Bureau in the implementation of the alliance standard in the lock industry of Xiaolan Town show that the alliance standard is an important starting point for the construction of industrial clusters, and plays a role in standardizing the production behavior of enterprises, comprehensively improving the quality of products, and promoting the adoption of enterprises. Advanced technologies and processes have driven the optimization and upgrading of products, enhanced the market competitiveness of industrial clusters, and played an important role in building regional brands, enabling industrial clusters to gather and grow.