China's Sanitary Enterprise's "Flawless Injury" and Its Future Direction

When it comes to sanitary ware, what was your first thought? With the tremendous changes in the overall macroeconomic situation, Chinese companies that are good at manufacturing are facing an unprecedented “crisis”. In the context of rising prices of raw materials and labor, central bank interest rate hikes, anti-dumping, and soaring oil prices, enterprises in the building materials industry are "live or die. This is a problem."

In the past two decades, the domestic sanitary ware market has experienced a process from scratch, from disorder to scale, and the continuous booming real estate industry and building decoration industry have provided a strong foundation and guarantee for the growth of sanitary ware companies. At present, China has become the world's largest producer and consumer of bathing facilities. China's sanitary ware accounts for 30% of the world's total, and bathroom accessories also account for almost 35% of the world's total. At the same time, some have brand influence. The bathroom brands of the power and appeal have also appeared in the international arena.

Fatal injuries - over-reliance on foreign brands These brands already have certain strengths in terms of product quality, branding, etc., but they are still facing difficulties in entering domestic high-end building decoration projects. As a major consumer of high-end domestic market, five-star hotels, their decoration projects in the procurement of sanitary products, but the main choice of international sanitary ware brand rather than local products, which is a domestic sanitary ware industry had to face and think about the cruel reality.

The absence of flagship companies means that there is a huge profit margin in the industry, so the scale barriers are not obvious or simply do not exist. Before the orderly scale of the market is formed, the industry will inevitably carry out a spontaneous brand integration. The consequent is that those brands with low technological content, no research ability, and blindly relying on counterfeiting and low-cost impact on the market will be Died within two or three years, and then gradually formed a situation where well-known brands dominate the world.

Development direction - continuous integration and challenge The high end itself is a contest of value innovation This situation of integration is an opportunity and a challenge for sanitary companies, how to become bigger and stronger in the integration, so that after the bathroom becomes a household appliance Another industry that can scream internationally is a top priority for every bathroom company.

Of course, the word "flagship" is simple and easy to do. In addition to the enterprise itself, the government, society, and decoration industries should also give domestic brands a fair market environment for competition. With the full opening of the Chinese market, the open market should be used in exchange for the development and progress of Chinese companies, creating a world-renowned company in China and Brand.

If the sanitary ware market in the past two decades is only a solo dance of international big brands, then the next time should be the last sight of domestic brands.

The uniqueness of the humanized intelligent design unique world sanitary products is that it is one of the most concentrated household products for product use and experience. The importance of a comfortable and eye-catching bathtub for a family is like the status of a sofa and a bed.

For the change of sanitary products in the future, many sanitary ware manufacturers have stated that with the improvement of people's consumption level, modern sanitary products not only meet the needs of residents, but also in the entire residential area, public places, office facilities, hotels, leisure areas and so on. There is a demand for bathroom products. The competition of modern sanitary products will become increasingly fierce. The large-scale application of various high-tech means and art culture has become an inevitable trend and selling point of sanitary products.

A few years ago, many foreigners lamented the "convenience" of the Chinese family's bathroom "too inconvenient." Today, the bathroom space has become the focus of our home renovation, some well-known brands of intelligent automatic toilet has entered the ordinary family. Such as Eagle bathroom flush urinal, Angel angle series suite, gamma integrated bathroom cabinet, barrier-free bathroom products, such as the innovative design, are both sets of human intelligence in one product.

The simple trend affected the overall renovation of the living room and also affected the development of the sanitary ware. Therefore, bathroom equipment often became "simple" and "convenient". The sink is no longer blindly pursuing the luxury of marble countertops; the toilets are no longer bulky and bulky; more and more rational consumers will not install large-sized bathtubs or shower rooms without considering the area of ​​their own bathroom.

Following the example of home appliance marketing store sales, sanitary ware is often compared with the home appliance industry because it is considered quite similar to the home appliance industry in terms of brand attributes, product content and added value, and after-sales service. In recent years, the sanitary ware industry has also begun to absorb more advanced marketing concepts and practices in home appliances and other industries, mainly in the increase of end-user advertising investment, pay attention to after-sales service, and absorb cross-industry marketing management talent, focusing on manufacturers And dealer training and other aspects.

The sales advantage of hypermarkets is reflected first of all, having a fixed target audience and a relatively stable flow of people, which is the primary reason for companies to choose to enter the store.

However, as KFC, McDonald's store opened near the department store, the United States Gree opened the store in the United States Suning door, the bathroom industry's independent stores have begun to bloom in front of home stores.

From Kohler and Wrigley to the Red Star Macalline, the Lejia House and Building Materials Trade Building and the Kellerma Bathroom have opened flagship stores one after another. The practice of opening stores with home hypermarkets is becoming an industry A new trend. Analysis of the industry, relying on stores opened flagship stores can drive sales through the store sales, its brand publicity effect is very obvious, can be described as a good shade under the tree.

It is worth mentioning that online marketing strategy has become one of the most promising marketing models for many sanitary companies in 2008. Yin Bo, the general manager of Beijing’s Dazheng Temple’s Lanjinglijia, believes that this marketing model not only effectively reduces operating costs, but it’s also a successful attempt in terms of product’s popularity, popularity, and speed of communication. ..

Editor's summary:

No matter which brand, you want to be stronger and bigger, you can't leave the brand, design, and channel innovation. Liu Guangren, general manager of Anwar Sanitary Ware Department, once said: Domestic sanitary ware brands are relatively low-key, compared to the fiercely competitive and persistent ceramics industry, the bathroom is like a quiet girl. In the sanitary ware industry in 2008, the low-end battle has subsided. This is an era in which innovation breaks through and enters the high-end market.