In the midst of the recent wave of enterprises from Jiangsu and Zhejiang going abroad to explore markets and business opportunities, two cities "created from nothing" have met. Yongkang City, Zhejiang Province, has organised hardware enterprises to break the ice and go to sea, not only to participate in the 13th China (UAE) Trade Fair with great success, reaching a total of $110 million in intended orders up to 25 December, but also to organise a 2022 China-Yongkang hardware industry promotion meeting, with the intention of branding and promoting the development of Yongkang's hardware industry to the world.

"In just a few decades, Dubai has completed a magnificent transformation of the energy mining industry to the financial industry, construction industry, tourism, built the Burj Khalifa, the Sailboat Hotel and other landmarks, creating one 'nothing from nothing' miracle after another, becoming a shining desert oasis on the Persian Gulf coast, so that We feel sincere admiration. Yongkang, like Dubai, is also a place where 'something out of nothing' is created. There are no hardware mineral resources in the territory, but the hardware industry has become a pillar industry, becoming one of the largest hardware professional markets and hardware production bases in China." Hu Yongchun, deputy secretary of the Yongkang Municipal Committee and mayor, explains "something from nothing" in this way.

Yongkang has now formed a door industry, cup industry, car industry, metal materials, power tools, electrical kitchenware, leisure appliances, technical equipment and other iconic industries, with a complete industrial chain from research and development, design, manufacturing to sales. As 70% of China's doors, 70% of insulation cups, 50% of power tools and 65% of leisure sports vehicles are produced in Yongkang, Yongkang is therefore known as the hardware capital of China, the door capital of China, the mouth cup capital of China, the power tool capital of China, the leisure sports vehicle capital of China, the household cleaning products capital of China and the cookware capital of China, and the Yongkang hardware industry cluster has also been named one of the top 100 industry clusters in China.

With such an industrial base, Yongkang is committed to building a regional public brand for the hardware industry and further empowering the international development of the hardware industry. During this Middle East tour, the Yongkang government and enterprise delegation also met with the Nasdaq Dubai Stock Exchange, the Bank of China Dubai Branch and the Dubai Dragon City Chamber of Commerce, and gained a lot from the face-to-face exchanges.

After the United States and Europe, Yongkang hardware overseas brand base also settled in Dubai during the trip. According to the agreement signed between Zhejiang China Science and Technology Hardware City Group Co., Ltd. and Dubai Dragon City Chamber of Commerce, the regional brand promotion centre of "Yongkang Hardware" will be located in Dubai Dragon City, and both sides will create a window for the promotion of the brand of "Yongkang Hardware" and jointly promote The two sides will create a window for the promotion of the "Yongkang Hardware" brand, jointly promote the overseas promotion and protection of the "Yongkang Hardware" brand, and enhance the international influence and visibility of the "Yongkang Hardware" brand.

"Let Yongkang hardware go to the world, let the world hardware converge on Yongkang. In recent years, the fame of Yongkang hardware products is getting louder and louder, from 'Made in Yongkang' to 'Made in Yongkang' and 'Created in Yongkang', Yongkang's golden signboard is getting brighter and brighter. Yongkang hardware products to achieve from the 'go out' to 'go up' the transformation, we must promote the globalization of Yongkang hardware industry, promote the development of hardware brand clusters, enhance the added value of products, enhance market competitiveness. " Yongkang City Commerce Bureau Secretary Zhang Youyou said, Yongkang not only promote the development of China's hardware industry, but also to take a place in the trend of the development of the world hardware industry, towards the goal of building "the world's hardware capital".

The prospect is bright, but the road is also winding. Yongkang City Bureau of Commerce found after research, although Yongkang has obvious industrial belt advantages, but the general lack of brand awareness of enterprises, 80% of enterprises are in the label micro-profit stage, no brand image in overseas, the head enterprise overseas brand influence is limited, the industry cluster is in urgent need of brand empowerment, to achieve high-quality development; In addition, the enterprise lacks online channels brand sea and digital marketing capabilities, 90% of enterprises highly dependent on In the face of new global channels, new markets and new models, they do not know how to use new channels, media and platforms to open up growth situations.

For this reason, the Yongkang City Bureau of Commerce, in addition to the layout of the overseas market to land overseas brand base of Yongkang hardware, also moved the industry cluster to the network, the use of digital means to promote industrial development.

Thus, the Yongkang Hardware "Overseas Brand Window" platform project was launched. This platform project promotes 10 major industrial chains in Yongkang, screens 100 enterprises with the advantages of independent brand development and will attract millions of traffic worldwide.

"Small and medium-sized enterprises do not have brands, but the regional brand of Yongkang hardware is more well-known. Then we move the industry clusters to the network, and customers will learn about the capabilities of Yongkang's industry clusters while matching related products in a one-stop shop, thus benefiting individual enterprises. In other words, although the flow of individual enterprises is limited, the flow of this brand of Yongkang hardware and the ten industrial chains with a hundred enterprises in a group will be huge." Hong valuable, chairman of the leading poly digital technology limited company, said, with the influence of Yongkang hardware overseas brand window and traffic opportunities and cross-border e-commerce development of the wind period, it will enable enterprises to seize the brand independent station and platform opportunities to establish new channels for foreign trade.

In Hong's precious opinion, digital marketing is the first lesson of digitalisation for Yongkang SMEs. Only after relying on digital marketing means to obtain orders, can enterprises build up confidence in digital transformation and get more funds to invest in digital R&D and production. Through this platform project, it will be possible to guide traditional manufacturing enterprises to operate cross-border e-commerce platforms, achieve online brand promotion and business development, promote enterprises to learn and apply a series of world-class cross-border marketing platforms such as search engine Google, mainstream social media YouTube and Facebook, create independent overseas stations and cultivate a new competitive advantage in the industry.

"The opportunities and challenges of transformation and upgrading have forced Yongkang hardware product sales to be lighter. Technology and creativity to make metal become cool, cross-border e-commerce and e-commerce live sales easier, information and intelligent equipment loaded with more high performance, Yongkang hardware products from the label to 'brand' road will be smoother, so that the corners of the smile curve mouth up." Zhang Youyou believes that the future of Yongkang hardware regional public brand is bound to polish more and more bright, Yongkang hardware industry globalization, internationalization road will also go more and more wide.