Many citizens said that they would think of drought in the southwest and wash their water every day, so they can work hard to save water. However, the high price of water-saving toilets in the market has caused many consumers to retreat. In the water-saving sanitary ware market and the hearts of consumers, a price and public interest dispute is struggling to pull the river and synchronize.
Water-saving public welfare action is deeply rooted in the popularization of sanitary products
Since the spring, the rainfall in southern China is still relatively small. At present, in addition to the severe drought in the five southwestern provinces, the drought has a tendency to spread to Guangdong, Hunan, Tibet and Gansu. In April, in the face of severe environmental problems, a website jointly launched the Toto smart bathroom first water-saving proposal, which triggered many bathroom companies in the industry to follow up, Wrigley, GROHE, Kohler, Anwar, American Standard, Chenglin Gaobao, Hengjie, Dongpeng, Yigao and other domestic and foreign sanitary ware brands have issued a water-saving declaration, saying that they will work hard to develop water-saving technologies and call on consumers to save water. Many businesses have launched promotional and public auctions, which provide a love for the disaster area. On the other hand, they also show their sense of social responsibility and enhance the advantages of brand marketing.
The author found that many shopping malls have put up the "water-saving bathroom" signage, and even more directly use water-saving as a selling point for shopping malls. In April, a website and toto launched a leap card “full year discount†event, Chenglin Gaobao also said that it will launch a large-scale price reduction promotion in Chengdu, Sichuan. Hengjie, Shanggao and other enterprises have launched a large-scale public welfare and charity sale activities, and they must publicize the concept of water conservation.
Technical problems are difficult to solve, comprehensive costs are not close to the people
In the face of various sales promotion methods, consumers have a smart account in their hearts.
“I really want to buy water-saving sanitary ware, but some 3/6 liter double-key toilets are difficult to clean once and need to be washed again, which will cost 12 liters of water or more, which is more than the original non-water-saving products. Waste, this water-saving toilet is meaningless." Ms. Zhang from the store told the author.
According to the author's understanding, the current 3/6 liter double-key double flush toilet is the mainstream product purchased by consumers. Some consumers will try 4.8-liter and 4.5-liter "super water-saving" toilets. These sanitary wares are mostly siphonic or Siphon jet flushing, the noise is relatively small, the flushing intensity is greater, the shooting ability is farther, but the price is much higher than the flushing sanitary ware, generally more than 1,000 yuan, and the higher end products reach more than 3,000 yuan, comprehensive It seems that the price/performance ratio is not high and it is an important reason for influencing consumer choice.
In addition, in some stores, some sanitary appliances of less than 1,000 yuan are also known as "good water-saving performance", which adds to consumers' doubts. Ms. Zhang said that the “water-saving performance†of toilets with only 2 or 3 liters of water is too exaggerated, and it is worried that it will cause unnecessary quality problems. Taken together, the technical problem of the water-saving toilet is still a consumer's doubts, and the excessive price also weakens the competitive advantage of the water-saving toilet.
Public welfare activities show social responsibility, water saving, non-toilet price is the most critical
Faced with the doubts raised by consumers, water-saving sanitary ware products enterprises said that the high technological content of smart sanitary ware products is an important reason for the high price.
Wu Zhaohui, Minister of National Marketing Department of TOTO Sanitary Ware, told the author that this time, the water saving initiative was issued to the society for public welfare, which is a representation of corporate social responsibility, not a special behavior in a special period. The price of the toilet mainly depends on the technical content and design. In addition, the volume and weight of the toilet are also important standards. Water saving is not the most important factor determining the price of the toilet.
Wu Zhaohui said that whether enterprises have the ability to innovate and whether they have the ability to apply core technologies to water conservation has a lot to do with the history and capabilities of enterprises. At the same time of energy saving, the quality can not be inferior. From the rationalization of pipelines to the pursuit of corners, glazes and colors, the design should be in all aspects. Because of the technology condensed in the products, the price of smart water-saving sanitary ware products will remain at the same level. A very high position.
Choosing a toilet, the contribution to society cannot be measured by price
Although some consumers expressed doubts in their hearts, most people in the industry are still optimistic about the prospects of water-saving sanitary ware products. Zhu Maofu, general manager of Faenza sanitary ware Dongguan Branch, said that most of the newly built real estate owners will choose water-saving toilets: “There have been great changes in recent years. After 80s, consumers are getting better. They have higher requirements for quality of life and environmental protection. The concept is also stronger."
The concept of water-saving public welfare has become more and more popular among the media under the vigorous propaganda of the media, which is an important reason for this transformation.
Zhu Maofu told the author that many citizens will mention the current situation in the disaster area when they buy toilets, and hope that household water can be reduced. In the long run, with the strengthening of the concept of environmental protection and water conservation, water-saving products will have the opportunity to open up a broader market. Of course, from the immediate interests, the price of water-saving toilets is higher than that of ordinary toilets, but with the enhancement of research and development, the future water-saving toilets are expected to become more civilian.
According to industry insiders, the most important thing is that choosing a water-saving toilet product can't be measured by the price. The improvement of the environmental awareness of the whole people is the long-term benefit for the merchants.
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