Seek new breakthroughs and seek breakthroughs

In the sanitary ware industry in 2011, brand companies are quietly changing. Everyone knows what to change, but how does it change? At the 16th Shanghai International Kitchen & Bathroom Exhibition, which is known as the largest in Asia, more than a dozen sanitary ware companies in different situations faced this problem with very different answers.

Transformation Raiders One: Wear new shoes to walk the new road thousands of square meters of four-dimensional bathroom booth, only opened up about 10 square meters of space, showing 67 models for export products, while other places are placed dozens of domestic sales products, this The veteran sanitary ware companies that exported more than 70% of their products on export days were clearly in transition.

Zhou Caiyou, chairman of Chongqing Siwei Sanitary Ware (Group) Co., Ltd., is the director of a rather young large-scale state-owned enterprise. He did not shy away from the difficulties of the previous four years. Due to deviations in business management and the development of the company's main business a few years ago, coupled with the outbreak of the financial crisis, Siwei Sanitary had suffered serious losses in 2008.

“Siwei Sanitary has no relationship with the listed company *ST Siwei (600145.SH). In May 2009, the company underwent equity restructuring. At present, Siwei Sanitary is a state-owned company wholly owned by Chongqing Light Textile Holding Group.” Say.

After the share reform, Zhou Caiyou took over the work, according to its introduction, when the Young Textile Group sold the equity of the 4D sanitary ware in the listed company for 320 million yuan, in the subsequent transformation of the 4D bathroom, the light textile group invested more than 200 million yuan in the new 4D. , To reimburse **, enhance brand image, new product development, and market sales network construction.

In the sales network construction, the engineering market is one of the focuses of the four-dimensional sanitary ware. "Ensured housing construction has a huge demand for sanitary ware. Four-dimensional sanitary ware has provided ** products specifically for affordable housing, and now it has signed about 100,000 sets of affordable housing supply contracts." Zhou Caiyou said. After more than a year's recovery and development, as of the end of 2010, Siwei Sanitary has achieved sales revenue of 230 million yuan, an increase of 225% over the same period of last year. "By the end of 2009, 4D bathroom has achieved 90% of domestic sales."

Tangshan Huida Ceramics, which had once been a major exporter, has also embarked on the transition road. “When the financial crisis struck in 2008, the company had suspended production of 1/3 of its production lines, which prompted the company to make a determination to transform.” said Xing Jinrong, deputy general manager of the Huida Group, which oversees overseas operations.

The Huida Transformation Road chose to extend its industrial chain strategy to achieve corporate profit growth. At the end of April, Huida International Home Garden, which is more than 40 kilometers away from Huida's headquarters, was formally opened. However, it is still unclear whether it can continue to write Huida's glory.

Transformation Raiders II: Old bottles of new wine At the show, there are still a class of companies that, unlike these export giants, have been focusing on deepening the domestic market.

“For Wrigley, exports are not the focus. At present, they only account for about 10%. In export products, we basically adhere to our own brands. The domestic market is our home market.” Typical representatives of such companies, Lehua, Shunde District, Foshan City Tan Yufeng, Marketing Manager of Ceramic Sanitary Ware Co., Ltd. (Wrigley) said, “We have established two production bases in Jingdezhen, Jiangxi and Dezhou, Shandong. This will have a certain effect on our transportation cost and labor costs.”

Tan Yufeng further pointed out: "To say that other aspects change, we are no longer focusing on the retail market. Now we are stepping up the construction of the channel for the engineering market."

Xie Xuyi, general manager of marketing of Guangdong Hengjie Sanitary Ware Co., Ltd., holds the same attitude. “The engineering market accounts for about 10% of Hengjie’s total sales, but it is not very big, but the engineering market must be the market with the largest increment in the future. No one will. give up".

“In addition, the sanitary ware industry is an industry where design plays an important role. Wrigley is one of the few companies in the country that has its own design company. We are further strengthening our design,” said Tan Yufeng.

The role of the design in OEM export companies is relatively small. Overseas manufacturers basically place orders directly with their designs. Therefore, while many companies are trying their best to transform themselves, some companies still insist on exporting. Of course, they are not just failing to keep up with the design.

“Although 80% of us are exporting, we are not affected by external factors such as the financial crisis. Because we are old customers who have been working together for more than 10 years, the order has been very stable.” said Pan Quanfu, deputy general manager of Guangdong Huayi Sanitary Ware Industry Co., Ltd. It represents the voice of some companies still exporting.