SUZHOU HONGLY HARDWARE CO., LTD.--Targeting at Professional & DIY Markets for Future Development

SUZHOU HONGLY was founded in 1997 in Suzhou City of China, offering a complete production line and specializing in making screws, metal fasteners and plastic fasteners. It provides DIY products and packaging with one-stop service to save costs for clients. Meanwhile, it purchases other fasteners for clients based on its profession and knowledge, just like clients’ gatekeeper. The company says proudly, “Our products may not be the cheapest, but they, without doubt, have the highest price/performance ratio.”

Transformation Towards Premium Products and Clients 
As SUZHOU HONGLY grows larger, it begins to adjust the product and client structure. Currently its products are sold to Europe, Australia, New Zealand, Japan, Russia, Canada, South Africa, and the Middle East. Due to the ever-increasing competition on products and technology, the disparity among companies is decreasing with the widespread of advantageous technology. On account of this, SUZHOU HONGLY thinks the key is to change the focus on products to a soft power, namely, the corporate culture, which means to put the brand image on top priority. Therefore, the company is devoted to building and investing in its brand image, and applies for related trademarks and patents.

Besides, as Southeast Asian companies join in the competition with their low labor costs, China’s cost advantage is shrinking continuously. As we turn our eyes to the global market, we find that Europe and the US recently have been releasing high value added orders to other countries to save costs and cope with the domestic economic depression. SUZHOU HONGLY states, “Companies should seize this opportunity to finalize and adjust the orders structure. In our case, we decided to let go of orders with the least added value in order to release more capacity and produce more products with high quality and high added value.”

When it comes to EU’s anti-dumping and anti-subsidy policies, the company indicates that it will turn its marketing focus to recovering markets and declining markets. In recovering nations like the US and Japan, whether the economy turns well will be first reflected on the building segment with increasing new housing starts. In economically declining nations such as those triggering the “lipstick effect”, consumers will not make large investments but purchase low priced DIY products. Thus, professional and DIY markets will be the focus for the company’s future development.

Simultaneous Progression in R&D and Service 

For the premium service, SUZHOU HONGLY complies with clients demand and establishes proper inventory, continuously upgrading the equipment to enter emerging markets. For instance, it applies for ICC-ES (International Code Council Evaluation Service) accreditation for fasteners, and enlarges investment in the North American market where the efficacy can go further into the South American market. In addition, the company keeps track on the global trends and retains ISO9001 and ISO14001 accreditations.

SUZHOU HONGLY continues the focus on R&D to offer clients better products. Over the last few years, it has succeeded in supplying eco-friendly trivalent chromium plated screws as well as all sorts of products with durable and highly efficient plating such as Class 4 hot-dip zinc, mechanical zinc, Ruspert, and Magni. Looking at the future, SUZHOU HONGLY, amidst the traditional fastener industry, hopes to be a new power in Asia with its own brand and develops more patented products applicable to new building materials and new technology.