Sanitary companies must find the fulcrum to win the market

Recently, the concept of sanitary ware products has far exceeded the traditional concept of the past. As a symbol of modern luxury life, it enters every aspect of people's lives. That is, not only health and cleaning functions, but also health care functions, enjoyment functions, and entertainment functions. In terms of the use of functions, only flushing methods of sanitary ware products have occurred such as rotary rush type, silent type, slanting type, straight drop type, siphon type, and jet type. The shape of sanitary products has emerged as one-piece type, with basin series, one-piece type toilet, bidet, squat toilet, urinal, mop basin, column or desk-washer. In recent years, sanitary ware products have also introduced a series of ancillary products with leisurely bathtubs, cabinets, steam rooms and other functions. Bathroom hardware products tend to be more humane, with more products and more options.

The continuous development of sanitary ware has been promoted. More and more consumers pay attention to product price, quality, after-sales service, and pay more attention to brand awareness and business reputation. If the company still stays in the business philosophy of the seller's market in the past, it will certainly be in a disadvantageous position in the market competition, even if the market is ruthlessly eliminated, and the sanitary ware industry has entered the era of brand marketing.

Improve brand concept and compete in high-end market

According to Gao Shiyan, Secretary General of the China Kitchen & Bathroom Engineering Committee, China has become the world's largest consumer market for sanitary products. The performance and quality of many domestic sanitary brands have reached or even surpassed that of foreign brands. However, foreign toiletries brands such as TOTO and American Standards use strong financial strength. And the high brand awareness has almost monopolized the Chinese high-end sanitary ware market. In addition to historical reasons, the lack of brand awareness among domestic companies is an important reason for this situation.

Many companies have said in an interview that "low-end prices, high-end quality" are their current business philosophy. Some bathroom companies make full use of promotions to attract consumers' desire to buy. Thus, starting from the second quarter of this year, the sanitary ware industry hit a price war with increasing intensity, and even a rare low price of 199 yuan for toilets. This price is obviously lower than the manufacturing cost, but the brand is not only equal to the number of sales.

At present, the biggest misunderstanding in the sanitary ware industry is: equate the company with the brand. In fact, a brand is a spiritual property that can be independent of a factory. It can belong to you or it can belong to others. Many companies mistakenly believe that with good products, big factories have big brands, put most resources into specific things, and are not willing to invest in brand marketing.

Finding Accurate Marketing

Brand is an effective tool for enterprises to participate in competition, and also a tool and carrier for realizing enterprise value. It is not optional but a necessary choice. Positioning is the most important issue for brand operation, and it is also a strategic issue for the future development of the company. Facts have proved that there has never been a size-taking enterprise, nor is there an all-encompassing brand. In the era of proliferation of information and proliferation of products, only brands with accurate positioning can be recognized and selected by consumers.

Through the study of international brands, and with reference to the pattern of the current market, the future development of China's sanitary industry will appear several trends: First, there will be a few "comprehensive sanitary brand", and second, there will be "professional brand ” Third, there will be “personalized bathroom brands”.

The “Bone Bone Fine” class hopes to use products with international standards. However, their economic strength is not enough to consume very high-end products. Therefore, they often pursue “marginalization”, such as buying low-priced products and special prices for well-known big brands. Products and so on. Therefore, many products can be combined organically, so that this class of friends can not only afford, but also get the "petty" satisfaction. Sanitary companies must also pay attention to key points to win market recognition.

Currently, many locks in the market are applied in the business field, and the locks used in the business field will have relatively higher requirements for intelligence because they can be controlled through various kinds of intelligence, such as fingerprint control, retina control, or other electronic magnetic cards. Information, etc. to control. The locks used in the business sector are not as demanding as the civilians, and they are mainly focused on electronic intelligence control. The development of intelligence is also critical, and upgrading is also very necessary.