With the continuous development and progress of the sanitary ware industry, competition among sanitary ware companies is quite fierce. In 2010, the sanitary ware industry was surging, foreign brands accelerated their expansion in the Chinese market, and Taiwanese-funded enterprises also carried out resource optimization and integration. And Chaozhou sanitary ware companies, which have suffered setbacks in export sales, also set their sights on the domestic market. What changes will happen to the Chinese sanitary ware market?
It is necessary to pay attention to the development of sanitary ware companies next year. Recently, the author interviewed some people in the industry and made predictions on the development of China’s sanitary ware industry from several different perspectives.
Make technological breakthroughs to enhance industry status
The sanitary ware industry has core technology, which is manifested in the toilet. China's sanitary ware industry has failed to break through the core technology, and it is difficult to develop trends in the industry and control the right to speak in the industry. Technology is one of the reasons that restrict the development of Chinese sanitary ware brands. The core technology of the sanitary ware industry is mainly the flushing technology of the toilet, followed by the antifouling problem of the glaze. According to insiders in the ceramic sanitary ware industry, foreign brands have the right to control the Chinese market because of their core technologies. American Standard entered the Chinese market in 1984.
Around 2000-2003, the situation began to change, and Kohler, who entered the Chinese market in 1995, embodied it and had the right to speak in the industry. Since 2003, Japan’s TOTO currently has a relatively large market share among foreign brands and its sales are relatively good. Unless we break through the core technology of the toilet flushing system, it is difficult for Chinese ceramic sanitary ware companies to popularize the status of foreign brands in the industry. From product output to technology output, this is the law of the development of Jiantao sanitary ware industry. The development of foreign brands such as TOTO and Kohler in China brings technology, capital and business models.
The branding process will accelerate
The sanitary ware industry, which experienced a market downturn in 2009, has entered the brand era. Since 2007-2009, China's sanitary ware market can be said to have undergone profound changes. With personalized products and brand operation ideas, the Chinese sanitary ware market is promising. The opportunity to build an industry brand is fleeting.
Although there are many domestic sanitary ware brands, no company in the mainland sanitary ware market has a 10% market share. The marketing monopoly effect of big brands has not yet formed.
At present, the brand awareness of small and medium bathroom enterprises has begun to awaken and pay attention to brand promotion. "Brand power is sales power" view, sanitary ware companies are slowly accepting.
Resource integration will intensify
Some people in the industry said that in today's era of resource integration, it meets the needs of the development of the sanitary ware industry. The complementary advantages of professional sanitary product manufacturers will also help promote the faster development of the industry.
Cross-product resource integration has increasingly become a trend in the sanitary ware industry. Resource integration itself can also make up for some of the shortcomings of the enterprise itself, learn from each other's strengths, and make use of their respective advantages in their professions. How to integrate and how to integrate depends on the needs of each enterprise and the basis of cooperation.
When we are currently opening specialty stores, the manufacturers usually come forward to negotiate product models and prices with manufacturers in related industries such as ceramics and lighting, and then the agents directly place orders with the relevant manufacturers. We do not participate in cross-industry profit distribution, but integrate cross-industry resources as a service support for dealers. Cross-industry resource integration and resource integration within the industry have accelerated in recent years.
products will be more specialized
In the current era of increasingly serious product homogeneity, many people in the industry have realized the importance of specialization. "Concentration, concentration, and professionalism" can make sanitary products well. Professional positioning helps us to ensure the professionalization of our products in terms of raw materials, product development and design, which is our way to success. "Wu Shaoxia said, for example, the appearance of products, some humanized and more comfortable designs, only professional and dedicated manufacturers can make their products better and better. At present, many companies in Foshan, Chaozhou and other production areas They are all advancing on the road of specialization. At present, domestic consumers' demand for sanitary products is not only satisfied with their use functions, but also pays more attention to the functions of products to meet psychological needs.
"The design of some foreign bathroom products is very comfortable and touching. In terms of design, they have already achieved specialization. Some very small details, such as the slideway for closing the drawer, are specially designed to slow down the drawer when it is closed. 、Close slowly without making any noise. This design is carried out entirely from the user’s point of view. On this professional road, we still have a lot to learn, especially the soul of product design. Young, Fashion and vitality are our pursuit of Weiou Sanitary Ware. "Specialization is one of the future trends in the sanitary ware industry.
Stores accelerate the integration of terminal sales resources
The terminal marketing in the sanitary ware industry is still taking the road of specialty stores. The investment is relatively large, which is a problem that every enterprise and merchant will face. "Every business has a headache, but it is also impossible. Manufacturers generally choose key markets and key customers, and give a certain degree of tilt in support policies."
In the sanitary ware industry, the sales of manufacturers are inseparable from specialty stores, prompting the rapid rise of large professional stores in the terminal.
Red Star Macalline and Jiaran Zhijia require that the companies that settle in must be specialty stores. These two professional stores are accelerating the integration of terminal sales resources. It is reported that this year Red Star Macalline opened more than 20 professional stores nationwide, and has more than 40 stores nationwide. The Home of Surprising also added 10 stores this year and will add 20 stores next year. These two stores will use the models of Gome and Suning in the home appliance industry to accelerate the integration of terminal sales resources, which will inevitably accelerate the integration of terminals and distributors and drive a series of changes in upstream manufacturing companies.
Service pays more attention to details
Some people say that taste is reflected in the details. Without details, there is no taste. The same is true for enterprise terminal services. Only by paying attention to details can consumers win. In terms of details, Lance Sanitary Ware launched "6+1" and red carpet services in the terminal. Among them, the red carpet service was launched during March 15 this year. Since its launch, it has been welcomed by customers and consumers. If the installation worker wears gloves and shoe covers, clean the site with a towel after installation to keep it tidy after installation. Practice has proved that through the service that pays attention to details, the brand has a good reputation among consumers, and distributors also welcome this initiative of the manufacturer.
It seems that the quality of sanitary products and the development of sanitary ware brands are still very important.