Handicraft industry tends to be specialized and standardized. Many gift companies in China are "produced on demand" in the early stage, that is, they produce whatever the mall needs. Almost every gift company has everything, and the competition of similar products is fierce. After years of shopping screening, the gift company has given full play to its characteristic operation, forming a trend of specialization and subdivision. Most of the enterprises we met in the inquiry have their main product categories. When asked why this professional differentiation occurs, an operator explained this: in fact, it is not that we want to take the road of specialization, but that the key is decided by the mall. Specialization has several advantages. First, it can reduce the degree of competition; 2、 Be able to put limited strength into a certain category and do it more accurately; The third is a commodity economy in line with modern large-scale production.

　　Crafts, professional and personalized gifts will be the favorite of gift malls in the future. In the query of gift buyers, it is found that people associate the brand with high quality, high integrity and good service. Some interviewees said that in the past, they paid more attention to the price of gifts, and the quality was almost indifferent. On the surface, they saved a little money, but in fact they lost more. Consumers will also have this experience. For example, some gifts are often attached to the promotion of home appliances, but the quality of these gifts is generally poor, which has a serious impact on consumers' purchase enthusiasm. This violates the original intention of the manufacturer's promotion, so some discerning manufacturers now attach great importance to the quality and brand of gifts. Even if the price of similar products of the brand is slightly higher, they will choose the brand. If at the beginning of the gift mall, customers only paid attention to the price and style, now customers pay more and more attention to the brand of products. Fortunately, many gift enterprises have recognized this problem and began to build their own brands. Shenzhen craft professional association even implemented the brand strategy in the whole profession to identify the trademark of gifts in the whole city. This has not only improved the competitiveness of professional shopping malls, but also improved the awareness of enterprises to protect registered trademarks.

　　Strengthen the professional communication and cooperation of handicrafts. At present, there is little communication and cooperation among gift enterprises for several reasons: competition, no organizer, less opportunity and so on. It is obvious that their decentralized operations can not share information, resulting in the waste of resources and lack of communication. At present, many operators have recognized the need for cooperation and put forward some feasible plans. In fact, the enterprise itself has the expectation of strengthening mutual communication. Among the gift enterprises we inquired, 38% expect to strengthen the communication and cooperation among the internal members of the profession, and expect the newly established gift chamber of Commerce to provide a possibility for this kind of cooperation.

　　Article from: Zhongshan metal ornaments   www.zsjkwj.com