The whole ceramic sanitary ware industry is like a biological chain. No one can be absent. In the long-term market competition and superiority and inferiority, the ceramic sanitary ware market has also exposed many drawbacks, which has hindered the development of the entire ceramic sanitary ware enterprise. So far, it is mainly reflected in the following five aspects: “Injury†1: The market is very good, but the products cannot be sold. Key words: overcapacity, market saturation, rigid demand. According to statistics, the demand for sanitary facilities in China in recent years. The volume will reach 34 million pieces, becoming the world's largest consumer market for sanitary products. In previous years, the output of ceramic tiles and sanitary ware products reached 7.5 billion square meters and 177 million pieces, respectively, accounting for 60% and 40% of the total production of sanitary ceramics in the world. More than %, the annual growth rate of products exported to Europe, the United States, Japan, South Korea, the Middle East and other places is 50%. From this trend analysis, the Chinese sanitary ware market is quite optimistic, with a lot of rigid demand, it can be said that the market is very good. However, due to the comprehensive factors such as housing market regulation, rising raw material prices, rising labor costs, and flood and drought disasters, the domestic ceramic industry has been in a downturn. Recently, Shandong Zibo production area, Sichuan Jiajiang and Yunnan producing areas have also appeared in large areas. Discontinued phenomenon. Aiming at the frequent occurrences of “overcapacity†and “market saturation†in the industry, some high-end brands such as Anmeng, Gold, Eagle, Huida and Jiu Mu appear to be relatively calm. Large enterprises have strong foundations and can withstand the prices of raw materials. The pressure brought by the rise, its own sales can maintain a steady growth momentum. The most entangled is the small and medium-sized sanitary ware enterprises. Their original profits are not high. The rising prices of raw materials are like a clip that has caught their throats, the profit margin is compressed, and more and more rational consumers are not planning to pay for this. The accumulated pressure is quite large, and some have to stop running some of the production lines. The ceramic sanitary ware industry encounters five "injury" and does not compete for quality. Only the price of the enterprise measures: stop running part of the production line, digest the inventory, wait for the sales season; believe that there is a real rigid demand, as long as the product is done, no matter how the market environment changes, The ultimate will still achieve a certain effect. "Scar" 2: Festival gold hot products promotion cold keywords: promotion relying on disease, consumer enthusiasm, deflation "May 1", Mid-Autumn Festival, "Eleven", New Year's Day ... or even 3.15 consumer rights protection day, but can think of The festival, the "folding up", "buy and send", "historical new low" and other promotional words on the large-scale occupation of the market, promotional means is not surprising, and even have the singularity of bathroom products to sell, to win Human eyeballs. Liu Guangren, general manager of Anhua Sanitary Ware Division, said in an interview that the current home building materials industry “has formed a promotion relying on the disease, and promotes sales, does not promote it and does not sellâ€, which explains the importance of promotion to the building materials industry. . However, consumers' enthusiasm for promotional performance is obviously not as high as before. In addition, prices have risen, pockets have tightened, and there have been some strange gestures about promotions. They are even confused. I don’t know who is shouting slogans and earning slogans. Who is really Bloodletting discounts, consumers are increasingly resistant to promotional advertising, price temptation, so some building materials market is even the most popular sales season in this year is also a bleak passenger flow, people, so the sales can be driven Very limited. Some building materials companies have begun to oppose uncontrolled promotions: "We are getting more and more unreasonable in the promotion of the market." Because of the high cost of products and low selling prices, discount sales do not always ensure their own profits, and are no longer keen to participate in promotions. Warfare, there are also companies that believe that behind the promotion is the price is not true opaque, the more sales, the greater the price of water, the faster consumer confidence will be lost. As far as the sanitary ware industry is concerned, at present, there are more representative sales promotion methods, one is the same large-scale promotion, the second is the case activity promotion, and the third is the special topic promotion. The third activity is currently very popular, and its investment is larger. With millions of sales, big risks and big profits coexist, both for manufacturers and merchants are tempting, but now such activities have become more rampant, especially in coastal cities such as Guangdong and Zhejiang, with large investment and big gains. It is not completely proportional, and if it is not good, it becomes a "brand poison." Corporate countermeasures: Long-term business strategy planning for enterprises, avoiding the “myopia†behavior of sacrificing quality and low-cost sales; enhancing the planning and maneuverability of holiday promotion, strictly controlling the promotion budget, and integrating promotional resources. "Injury" three: low-end market congestion crowded high-end market smooth and empty keywords: OEM products, market voice, consumer gold collar, brand influence Today's top ten sanitary brands in the Chinese market, the US Department of Kohler, Japan Toto and Eurostar brands mainly occupy the high-end market in China, and initially form the “Three Heroes Hegemony†format. Its sales network is mainly concentrated in the provincial capitals and coastal economically developed cities. The agents are also the top merchants in the industry, and the buyers are also the most in the country. The "golden collar" with consumption capacity accounts for about 10% of the market share, there is no low-cost dumping, very few consumer complaints, and they are shaped into a trustworthy brand group, which forms a good business order and thus dominates the industry's right to speak. . China brands such as Huida and Wrigley Sanitary Ware mainly occupy the terminal market. With Guangdong, Chongqing and Tangshan as the core, they are in a three-pronged position, accounting for about 30% of the market. The huge low-end market is dominated by other domestic brands, with more than 3,000, of which 50 to 100 are larger. Its sales area covers a wide range, and sales are mostly concentrated in the popular building materials wholesale market, accounting for about 50% to 60% of the market. These small enterprises generally have obvious disadvantages such as small scale, outdated equipment, single product, lack of market competitiveness and even survival by OEM. And several foreign big brands not only control the high-end market, but also become more competitive in terms of price, and gradually penetrate into the low-end market, which is an unprecedented test for small and medium-sized sanitary ware enterprises. In the eyes of Wang Huiwen, the chairman of Huida Group, the Chinese sanitary ware market is the Chinese “self-containedâ€, and the Chinese companies that have been swaying each other have allowed foreign companies to take advantage of the benefits of fishing. Feng Chu, general manager of Dongpeng Sanitary Ware, also said in an interview that the pressure of many indigenous Chinese companies is more from themselves. "The external environment gives enterprises the same opportunities. Their internal strength is not deep and their foundation is not strong. Marketing, capital control is not good, the pressure will be big. Only occupy the high-end market, the brand has a status; on the contrary, the smaller the share, the lower the status." Enterprise countermeasures: local brands should repair internal strength, learn to foreign brands humbly The advanced experience, including the introduction of technology, marketing concepts, etc., through unremitting efforts, even meet the international level; adhere to independent research and development, grasp the core technology, maintain a strong corporate vitality, and promote the development of the industry. "Injury" 4: Labor-intensive industry professionals are the most scarce keywords: talent resources, "labor shortage", mature talents "In Foshan's ceramic sanitary ware industry, there are thousands of senior management and marketing talent gaps", "The development of Chaozhou Sanitary Ware depends on professional talents to help. With these talents, Chaozhou will have a better development in the next five years." If you search for it, you can see the lack of professional talent in the sanitary industry. As far as the labor-intensive sanitary industry is concerned, it is naturally the victim of the “labor shortage†in the past two years. But is there only a large demand for front-line employees in the industry? The industry believes that a large number of front-line workers can always pass the salary increase. Recruitment by other means, but the recruitment of high-end talent is really difficult, especially the lack of outstanding marketing talent. It is very easy to recruit talents who are proficient in foreign languages. However, it is very difficult to recruit high-end talents who understand foreign languages, understand local cultural backgrounds and consumption habits, and are good at marketing negotiations. They also need to face talents being “digging†by other companies at any time. Danger. The marketing crowd has a wide range of contacts with the outside world, frequent access to opportunities and information, plus the rising value of the enterprise period, the idea of ​​sprouting a self-employed enterprise, etc., may become a marketing talent change or transformation. important reason. Foshan's ceramic sanitary ware enterprises have tried to introduce middle and high-level management and sales staff in the home appliance industry, but they have been unacceptable. Many enterprises in Chaozhou Sanitary Ware have also invited professional managers from Foshan or other regions, but these professional managers can really stay behind, and there is a phenomenon that foreign monks are difficult to chanting. Experts are hard to find, and some companies even offer high price tags, but it is still difficult to recruit suitable talents. What is the reason for this? In Chaozhou, some experts analyzed that the Chaozhou sanitary ware industry does not lack local talents, but lacks training. 99% of companies in Chaozhou are thirsty for talent, but for various reasons, they cannot retain talent. Corporate countermeasures: Personally train or introduce professional talents, enterprises “go outâ€, go to school to do special recruitment, or go to the field to recruit talents; always put humanized governance in the first place, dilute interests, pay attention to human nature, put the right people in the right place Respect their creativity; improve the living and production environment of workers; pay attention to emotional governance, give full respect and love, and enable employees to reflect their own value while gaining income. "Injury" five: not in the quality of the competition in the price of "shopping" Keywords: price war, inventory pressure, white-hot competition in recent years, bathroom companies product issues frequently, and even some brand companies are also stuck in the quality of black Short-term behaviors that sacrifice product quality in exchange for corporate benefits occur from time to time. In addition, the EU anti-dumping incident on ceramic tiles in China has a significant impact on the ceramic sanitary ware industry market. The relevant person in charge of Dongpeng Ceramics said that for many enterprises that originally focused on the EU market, they have turned to the domestic market, and the price war may be difficult to avoid. The most affected will be long-term relying on foundry or technology-free research and development. Plagiarism, low-cost competition manufacturers. In fact, the signs of the price war have appeared before and after the "May 1". Quality is the survival of the enterprise. Good quality is the consumer's decision. It affects the reputation of the company in the hearts of consumers. However, during the rapid development of the domestic sanitary industry, quality management is often neglected, or in words and form. Xiong Guocai, director of the quality management department of Anmeng Sanitary Ware, has a deep understanding of this: "First of all, the leadership of the company must establish a profound concept of product quality management, and secondly, it must be firmly integrated into the awareness of all employees of the company. There are many bathroom products in the price war, some promotion strategies that do not cost money or even lose money, have advantages and disadvantages for brand promotion and product promotion. The biggest drawback is that in the case of almost no profit return, the company It is a heavy burden. Therefore, some large sanitary ware enterprises are not involved in this "shopping" war, such as Kohler. "The price war is not due to the inspection standards of Kohler products, and the production process of Kohler is very demanding. From Kohler In terms of quality control, the products in China's domestic market and the quality standards shipped to foreign markets are consistent. This production requirement has improved the quality of Kohler bathroom and also increased the cost of Kohler. We can't afford the price war. If we do our products on the ground, the real price will definitely be understood and recognized by more consumers.†This also explains the reasons for the price war on the other hand, and proposes its consequences. Warning. Enterprise countermeasures: pay attention to the quality of products, guarantee after-sales maintenance services, open the bow around; promote the large-scale sanitary products to the countryside, expand the rural market; innovative water-saving technology is the breakthrough point of sanitary ware enterprises, focus on research and development, be brave in innovation; produce styles that meet market demand And to develop a price that meets market needs and to reach a wider consumer base.
Single Handle Kitchen Faucet,Single Handle Kitchen,Single Handle Wall Kitchen Mixer,Single Handle Wall Mounted Bath Mixer
WENZHOU CHENKAI SANITARY WARE CO.,LTD , https://www.cnchenkai.com