With the rapid development of intelligent manufacturing, the demand for bearings in the international market is increasing. However, as far as the global bearing industry is concerned, the bearing market is still monopolized by large multinational companies. Other brands are difficult to be known to the public, and the Chinese bearing manufacturers have a much smaller market share in the international market.

Although there are many domestic bearing brands, high-end bearings mainly rely on imports. 80% of the market share is mainly occupied by the five well-known foreign brands such as “SKF, FAG, NTN, NSK, TIMKEN”. An only a limited number of domestic brands such as “ZWZ, LYC, HRB” can compete with them.

So as small and medium-sized Chinese bearing manufactures with good quality, how to open the market?

In order to break out of the current predicament, firstly we need to know the reason. Small and medium-sized brands are not well-known mostly because of the traditional trading habits. Industrial goods trade is different from civilian goods. It requires a very long decision-making period. Once the cooperation is confirmed, it will form a point-to-point long-term supply, and other brands are difficult to intervene.

At the same time, small and medium-sized Chinese bearing manufacturers are limited by capital and labor costs, and market channels are often difficult to open. The establishment of corporate credibility and popularity and the transmission of corporate reputation must be accumulated slowly during the transaction process, requiring a large accumulation of time.

Below are some suggestions for Chinese small and medium-sized brands to open the market.

1. Pay close attention to the market

When the economy is good, it is the seller's market, and when the economy is bad, it is the buyer's market. Now for bearings, it has entered the buyer's market. A marketing team with knowledge, quality, and enthusiasm is very important. They should have the energy and insight into the state and direction of the market, focus on customer needs, strictly enforce orders, provide products and knowledge to customers, and provide services that exceed customer expectations.

Focus on market channels, and select the channels of entry according to product structure and advantages. Increase the intensity of advertising, the Internet is an economical and effective channel, can be promoted through the B2B platform or a variety of search engines. Participate in some professional exhibitions selectively.

2. Cooperate with competitors

Each bearing manufacturer has its own superior products and inferior products. It can cooperate with competitors with complementary advantages. When receiving orders, they can produce superior products themselves, leaving other products to the partners for production. In this way, product quality is optimized and the manufacturing cycle is shortened.

3. Improve bearing quality and grade

When demand is strong, supplier wins by quantity, and when demand shrinks, supplier wins by quality. Improving quality and grade requires efforts on two aspects: one is to make a good appearance and a pleasing packaging image, and the other is to make products with high reliability and long service life.

4. Appropriate increase in technology input

Entrepreneurs should be willing to adopt new equipment for important manufacturing processes. Because the accuracy of the products is guaranteed by the equipment. Heat treatment equipment and grinding equipment are the keys to determine the bearing accuracy and service life. In addition, more testing instruments should be added to control the items and dimensions that were previously ignored.

Nowadays, in the stage of information saturation and rapid transmission, it is no longer the era of “Good wine needs no bush”. If small and medium-sized brands want to quickly seize the domestic and international markets, relying on manpower promotion and dealer strategy is not enough. A more complete and efficient value chain is needed to enhance the value of enterprises and products, so as to seize the market.