Ningbo Shangxin Casters Co., Ltd. (hereinafter referred to as Shangxin Casters) is engaged in the production and sales of casters, universal wheels and industrial casters. The main products include industrial casters, adjustable feet, nylon casters, stainless steel casters, furniture casters, medical casters, etc. The product is positioned in the low-end market, and has accumulated a group of loyal customers and cooperative dealers in offline and hardware wholesale stores.
In the fierce competition, strive to break through
The caster industry is very common and has existed for decades. It belongs to the conventional hardware industry, and it is not a high-end industry that is easy to cause a sense of topic. They can be seen in large and small hardware wholesale markets and hardware caster stores, because their products have wide practicability, high demand in daily life, and the technical threshold of this industry is not high, so it was born There are tens of thousands of large and small caster manufacturers and workshops, and the quality of their products is also uneven.
Recalling the original intention of entering the caster industry, the general manager of Shangxin Caster (Zhao Baojun) was very frank: "There is no reason for being tall, it is just because it has a wide range of uses, and casters can be used in every place, and large and small casters Factories and hardware wholesale stores are everywhere, and great competition means great market demand, so I chose to enter the caster industry at that time.”
Although caster manufacturers are blooming everywhere, Shangxin Caster has its own way of survival. Located in Ningbo area, after 13 years of hard work, high-quality products and price advantages, coupled with a complete range of product categories, supplemented by a sound marketing and promotion team, Shangxin casters are out of the siege, and have a certain brand awareness in the domestic caster market and market share.
It is also based on the continuous encouragement of customer accumulation and market expansion. From the beginning of purely doing caster trade, Shangxin Caster has now started to do production and assembly. From the company's official website to brand LOGO, from network promotion to trademark registration, it has made continuous progress and breakthroughs. Now for slightly larger orders, customers require factory audits, so at the end of 2019, Shangxin Casters also passed the ISO9001 quality management system certification, which can not only produce casters that meet the EU RoHS environmental protection standards, but also meet the internationally accepted SGS medical testing. Standard medical casters bring product quality to a higher level.
Under the epidemic situation, orders did not fall but increased
The sudden outbreak of the epidemic in 2020 did not have much impact on Shangxin Casters, but it ushered in a hot year. The number of customers and orders are increasing, and everyone from the top to the bottom of the company is busier than last year. Previously, Shangxin Caster has been laying out the domestic market, targeting small and medium-sized customers, but after the accumulation and precipitation in recent years, it has a certain foundation in brand awareness and the number of customers, so it is bound to usher in this growth situation. Compared with most caster factories, the number of orders has increased greatly.
Casters are regarded as a traditional industry, and employees do not have strong network and brand awareness, but Shangxin Casters has taken the lead in Internet promotion. The company has been acquiring customers through Internet channels since the early days of its business. The second year of entrepreneurship, that is, 2017, started. A quarter of the annual operating cost is invested in network promotion, and it has also received rich returns. New customers basically come from network channels.
Shangxin Casters has a dedicated network promotion team to place advertisements on various platforms and search engines, and the annual network promotion budget is increasing steadily. Up to now, basically every network platform has the advertisement ranking of Shangxin Casters to ensure The company has more than 10 interested customers every day, and hundreds of new customer inquiries every month, thus ensuring the growth rate of the company's new cooperative customers, so the company's sales have doubled every year in recent years.
Only with quality and innovation can there be a future
The caster industry has matured, and its products are standard products. Its profit depends on its scale and volume. For target customers such as furniture factories, electrical appliances factories, hardware factories, equipment factories, etc., the installation size and load-bearing capacity of each wheel are Unified, so Shangxin Caster's control of product quality is mainly from the strict control of product raw materials, and at the same time adopts a strict inspection strategy. Small goods are fully inspected and large goods are randomly inspected before they can be shipped. Unqualified products are resolutely not released Sealed box, and provide a one-year warranty.
In addition to the supply of standard products, customers will also develop new products. It is necessary for Shangxin Casters to design casters suitable for their usage scenarios according to the characteristics of the products. Therefore, Shangxin Casters will also increase investment in technology and new product research and development in the later period, and collect more Industry information and future trends, R&D and design of application products that conform to the trend of the caster industry in the next 3-5 years.
Today, Shangxin Casters has passed the initial stage, and all aspects are on the right track. Because of the needs of customers and the market, the company has been improving from a trader at the beginning to now doing production and assembly by itself, and every step is perfected step by step in response to market demand. Regarding the current development situation, the general manager commented: "If I had to give myself a score now, I would give it a score of 7. With the rapid development of the industry every year, Shangxin must continue to develop new customers if it wants to gain a foothold in this industry. Develop new products, strive to move forward, and keep up with the development of the times in all aspects, so there is still a lot of room for development in the later stage.”
