The Fatal Injury and Development Direction of Chinese Plumbing Sanitary Ware Enterprises

        When it comes to plumbing, what was your first thought? With the tremendous changes in the overall macroeconomic situation, Chinese companies that are good at manufacturing are facing unprecedented "crises." 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 plumbing and sanitary ware market has experienced a process from scratch, from disorder to scale. The continuous booming real estate industry and building decoration industry have provided a strong foundation and guarantee for the growth of plumbing and sanitary ware companies. At present, China has become the world's largest producer and consumer of plumbing and sanitary facilities. China's plumbing and sanitary wares account for 30% of the world's total. Plumbing and bathroom accessories also account for almost 35% of the world's total. At the same time, some Plumbing and sanitary brands with brand influence and appeal have also appeared on the international stage.

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 five-star hotel for major consumers in the domestic high-end market, their decoration projects mainly selected international plumbing sanitary ware brands instead of local products when purchasing plumbing sanitary products. This is a domestic plumbing and sanitary ware industry that has to face and ponder. Cruel status quo.

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 plumbing and sanitary ware companies. How to become bigger and stronger in the integration and make plumbing and sanitary ware become the next step Another industry that can scream international after home appliances is a top priority for every bathroom plumbing 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 plumbing and 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.

Humanized intelligent design Uniqueness of the unique world of plumbing 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 plumbing products in the future, many plumbing and bathroom manufacturers have stated that with the improvement of people’s consumption level, modern plumbing sanitary products not only meet the needs of residents, but also in the entire residential area, public places, office facilities, hotels, and leisure facilities. Strips, etc. have plumbing sanitary products consumption needs. The competition of modern plumbing sanitary products will become more and more fierce. The large-scale application of various high-tech means and art culture has become an inevitable trend and selling point of plumbing sanitary products.

A few years ago, many foreigners would lament the “convenience” of plumbing and bathroom facilities in Chinese families. Today, plumbing bathroom space has become the focus of our home improvement, some well-known brands of smart automatic toilet has entered the ordinary family. Such as the Eagle Plumbing sanitary flush-free urinal, Angel angle series suites, gamma integrated bathroom cabinets, barrier-free plumbing bathroom products and other innovative design, are both set of humanized intelligence in one product.

The simple trend affected the overall decoration of the living room and also affected the development of plumbing and sanitary ware. Therefore, plumbing and bathroom equipment often became “simple” and “convenient”. The washbasin 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, plumbing sanitary ware is often compared with the home appliance industry because of its brand attributes, product connotation and added value, and after-sales service, and is often compared with the home appliance industry. In recent years, the plumbing and sanitary ware industry has also started to absorb more advanced marketing concepts and practices in home appliances and other industries, mainly in the increase of advertising investment for end consumers, focusing on after-sales services, and absorbing cross-industry marketing management talents. Manufacturers and dealers' 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.

But just as KFC and McDonald's opened the store near the department store, the United States's Gree opened the store in front of the Gome Suning Gate, and the independent stores in the plumbing and bathroom industry began to bloom in front of the home market.

From Kohler and Wrigley to the Red Star Macalline, Lejia took advantage of building materials and economic and trade buildings, and Kailaima plumbing and sanitary wares took a look at the flagship stores one after another. The practice of opening a store with home and 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 the network marketing strategy has become one of the most promising marketing models for many plumbing and 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 at the popularity of products, the spread of reputation, and the dissemination effect. . .

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 Plumbing & Bathing Department, once said: The domestic plumbing and bathroom brands are relatively low-key. Compared to the fiercely competitive and persistent ceramic industry, the plumbing bathroom is like a quiet girl. They are working hard on their heads. Hard work. In the plumbing and sanitary ware industry in 2008, the low-end battle has subsided. This is an era of innovation and breakthroughs in the high-end market.