2011 China's sanitary industry development five "new trends"

After the National Day in 2010, the entire Chinese sanitary ware market suddenly came to a turning point, causing many dealers to suffer setbacks. In traditional stores, consumers are increasingly scarce. Outside the store, group purchases and online shopping are surging. A large number of related websites have emerged. At the same time, the building materials market in the developed cities has become saturated, and hypermarkets such as Hongxing and Home Furnishing have infiltrated Xiuqiang through strong points in second and third-tier cities; B&J, an early leading building materials supermarket, has been strongly reducing its number of outlets in China, and has initiated a store transformation campaign. To enhance competitiveness in the Chinese market.

As a general trend, the market focus of sanitary ware brands in 2011 will shift from developed cities to second- and third-tier cities. This is mainly due to the continuous development of real estate development in second and third-tier cities. Looking forward to 2011, the competition in the brand and market of the entire sanitary ware industry will surely become fiercer, and promotion methods will also be improved. A large number of sanitary ware companies without brand influence will be cleaned out of the bathroom market, and some new competitive brands will be born. In the year of Golden Rabbit entered into the Chinese society, the entire sanitary ware industry will exhibit the following characteristics:

The brand competitiveness of the full range of sanitary ware products will be further enhanced with the expansion of the “80s” as the main consumer group, and this part of the crowd will have much more decoration and intentions for the bathroom than previous generations, brand awareness. Stronger than the older generation. They not only pay attention to bathroom style and self-adaptation, but also require the consistency of the toilet product brand. According to market research, this proportion of consumers is still rising, which can also be used to explain why consumers use international brands of basins to order bathroom cabinets locally because they did not find their bathroom in international brands. Cabinets have been forced to do it for the rest of the time. In fact, they are still deep in their hearts and they still want to obtain a consistent brand.

All-encompassing sanitary ware products are for consumers to enable them to complete the selection of toilet products in a store. Looking at the entire “80′s”, it is obviously an impetuous group. They focus on enjoying life, emphasizing the enjoyment of the bathroom. They would rather spend a lot of time on the Internet to investigate and analyze in advance, as well as the introduction between friends, but they are reluctant to spend A lot of time and effort come to the store to pick sanitary products on the spot. After they arrive at the store, the fancy products will be willing to place orders for the first time. This is why some well-known brands in China have introduced the concept of different product portfolios, and they are more and more displaying in the real health space. Their purpose is to have consumers. Can see the complete bathroom, think of their own bathroom space, through this, to stimulate consumer desire to buy. At present, the purchase habits of consumers for a full range of sanitary products have been known by a few well-known brands. This is why some international brands have recently developed shower rooms. What is more, they have also extended into the field of kitchen cabinets. Ceramic tile industry to the development of ceramic sanitary ware, ceramic sanitary ware before the tile industry, the formation of mutual penetration.

In the past few years, the original pure hardware brand began to advance into the ceramics field. Since last year, both internationally renowned brands and domestic brands have made bathroom cabinets a key part of product development. Is enough to show the consumer demand for the entire sanitary ware products, which is the basic guarantee for the bathroom companies to do bigger and stronger.

There will be high leadership brands in the bathroom cabinets, but no absolute lead in the development of branded bathroom cabinets in China after several years of development, gradually eroded most of the market of the original pedestal basin. However, there is no real leading brand of bathroom cabinets on the market. Many international well-known sanitary companies or sanitary hardware companies have all launched large-scale bathroom cabinets in the past year, but most brands still use OEM production mode, quality control. The intensity is obviously inferior to ceramics or hardware, which is an important factor in the failure of bathroom cabinets to achieve leading brands.

According to the survey, most domestic bathroom cabinet manufacturers have backward production equipment, simple technology, non-standard quality management, and weak design power. There are almost no more than 500,000 bathroom cabinet manufacturers in the country, and most bath cabinet factories still remain in the hands of workshops. At the stage, the annual production capacity is around 10,000, and productivity and effective efficiency are low. According to investigations, the estimated demand for bathroom cabinets in 2011 will exceed 10 million, and the market share will exceed RMB 10 billion. In the face of huge market cakes, in stark contrast to this, consumers are less brand-conscious in bathroom cabinets, and in actual consumer purchases, bathroom cabinet expenditures have taken up a considerable proportion, much more than other bathrooms. The trend of breeds. At the same time, toilets and showers in sanitary ware products are already very homogenized. The only sanitary ware that allows consumers to have individual needs is a bathroom cabinet. It can meet the special needs of consumers to some extent, but the development of bathroom cabinets is facing Many restrictive conditions, such as understanding the habits of consumers in different regions, such as the demand for classical cabinets in the North is significantly greater than in the South, the overall market, the demand for cabinets is greater than the cabinets, etc. Differences, the current bathroom cabinets on the market are mainly European style, simple European, modern, pastoral, art and other styles.

According to the author's analysis, if a company wants to become a leading brand on a bathroom cabinet, in addition to a thorough understanding of consumers' habits, it is necessary to work hard on style design, material selection, and hardware components, and at the same time, strengthen quality management and after-sales services. . In addition, bathroom cabinets have a big problem in channel management. Each store has limited space. Bathroom cabinets are the most space-consuming sanitary products, and bathroom cabinets have many difficulties in material storage, transportation and logistics, and consumer customization. This is also an important reason for the fact that bathroom cabinets do not produce leading brands. However, with the development of modern logistics networks, combined with the use of automatic production in the bathroom cabinet, the overall development trend of sanitary ware, bathroom cabinets will surely emerge leading brands.

Microelectronics technology will widely promote the development of modern microelectronics technology in the sanitary ware industry. Coupled with the emergence of more and more smart homes, sanitary ware products will naturally be able to indispensable electronic technology. At present, the sensing technology has been widely used in the bathroom industry. In 2011, digital control technology and digital constant temperature technology will be further developed, and the infrared sense will also be upgraded. In addition, the Internet-based remote control technology will be applied practically in the next two to three years. Imagine that when you leave the office, you can click the mouse to complete the presetting of the room temperature, the constant temperature of the bathroom, and the advance setting of the bathtub water, including the air replacement system. After the door, you can feel the fresh air and the comfortable temperature. In the bathroom, in the comfort of the air, at a constant temperature, you can wash away the exhaustion of the body. This is how awkward life is, and this This kind of life is what the "post-80s" should pursue.

However, the use of electronic technology bathroom products, in the current industry standards have not been standardized, but also need to take into account the safety certification, health certification. To ensure that consumers use this technology safely and conveniently, at the same time, electronic technology must be applied to sanitary products to consider ergonomics and effectively integrate scientific and humanistic spirits.

The market share of traditional shopping malls and building materials will further decline with the substantial growth in the ratio of hard-packed houses and the release of government macro-control policies. In the future, some of the consumers in the traditional sanitary ware market will be sucked away by the intensive housing and resettlement housing projects, and it is foreseeable that this part of the market share will increase. Therefore, sanitary ware brands need to focus on this aspect, focusing on product development, market expansion, project bidding, etc., in order to enhance the brand's competitive advantage in the future. In addition, group purchase, online shopping, and other "80s" like the purchase method is also causing a huge impact on the traditional store.

In traditional shopping malls, as the saturation of real estate development in developed areas and the ratio of hard-packed houses have increased, major retail consumer groups have gradually developed from first-tier cities to second, third and even fourth-tier cities. Some brands have begun to deepen their tentacles into the community, relying on residential property companies and decoration companies, and bringing consumers into their arms at the beginning. In addition, many branded decoration companies, through their own network construction and quality services, have seized some high-end consumer markets. Under such a competitive trend, traditional stores will suffer even greater impacts, and some of the traditional stores that perform poorly will be affected. Building materials supermarkets are very likely to be closed or transformed to enhance their competitiveness. In the face of such a major transition, sanitary ware brands must be psychologically prepared for transformation so as to prevent themselves from losing their competitiveness suddenly.

The brand competition of sanitary products will become more intense. In today's era, consumers will pay more attention to brands when they decide to purchase products. Before going to the market, they have 1-2 brands to choose from. For branded sanitary products, consumers represented by 80s are willing to pay more. This brand power includes product innovation capability, product portfolio capability, brand connotation, service quality, terminal store display, and online word-of-mouth and many other contents. On the contrary, brands that do not have brand building and simply create low-priced dumping products will ultimately be consumers. Discarded. However, branding does not mean that advertisements are advertised. Well-knownness does not mean that there is a brand. The true brand power is the recognition of consumers for the company, products and service capabilities. Bathroom products are a kind of special durable consumables. Once they are installed, it is not easy to disassemble. Therefore, consumers are particularly concerned about the pre-sale, sale and after-sales services of the products. This is also a must for many bathroom companies that want to build a brand. Homework.

In the new year, brand power is of utmost importance to the sanitary ware industry. With the heightened awareness of consumer brands, the concentration of branded sanitary ware companies in the market will further increase, and the entire sanitary ware industry will set off new ones. In the round of optimization and reorganization, only sanitary ware companies that really build brand power will be invincible in the new year.