Ceramic bathroom market "imitation show" is wild

In the ceramic sanitary ware industry, imitation has become more and more rampant: the original product is less than two weeks old. Imitation products have appeared in other people's exhibition halls, so that consumers can't tell clearly which one is counterfeit and which one is original. The original company was hurt. In addition to the problems of original product creation, the most terrible factor is that many factors such as product prices, product reputation, product sales, etc. are all affected by plagiarism and counterfeit products, resulting in original companies not only failing to obtain due returns, but also providing generous benefits for others. .

Only the product industry person who imitates "fire" points out, at present the ceramic sanitary ware industry, there is no any product can completely avoid this industry imitative behavior. Several epoch-making products in the industry, such as Travertine, Pilates, marble, stone, and wood grain bricks, are no exception.

Counterfeiting companies are not fools and will not copy all new products. For some tepid products on the market, counterfeit companies are indifferent, but if the products are greeted by consumers, counterfeit companies will frenziedly invade, such as the introduction of the "Ou" ceramic sanitary ware in 2007. Lati."

Using “Twin Brothers” to describe counterfeit products that are most appropriate for other industries If carefully observed and carefully compared, you can distinguish between true and false, but counterfeit products in the ceramic sanitary ware industry are very different from counterfeit products in other industries.

It is said that at the time, a Louis Vuitton luggage was salvaged from the Titanic sunken on the sea floor. The inside of the trunk was impervious to the inside. The clothes inside were still gorgeous. If it is replaced with a cottage product, the clothes inside the luggage are believed to have been soaked in seawater for nearly a hundred years.

However, in the ceramic sanitary industry, this is not the case. There is no obvious difference between the color and authenticity of the imitation products in the ceramic sanitary ware industry. There is no difference in the service life and the quality of the products is almost the same. Industry sources said that imitation, "cottage" and other words used in the ceramic sanitary ware products are not very accurate, with "double brothers" to describe more appropriate.

This is inseparable from the particularity of the ceramic sanitary ware industry. The production equipment and raw materials of ceramic sanitary ware enterprises are provided by several mechanical equipment and color enamel enterprises in the upstream. The production technology level and the quality of raw materials are not much different. The color and style of the product are formulated through the formulation of ceramic sanitary raw materials, so the homogeneity of the product is serious. “The technological innovation in the field of ceramic sanitary ware is like layered paper.” A senior ceramic sanitary engineer analyzed from a professional point of view, “The formula of inorganic materials can be accurately detected. The raw materials for ceramic sanitary ware products are generally kaolin, limestone, It is mainly feldspar and it is familiar with the ingredients in the industry."

Product profit space is squeezed At present, there is a strange phenomenon in the ceramic sanitary ware industry. New products launched by a single company are difficult to break through in the industry, and new products need to be jointly promoted by many companies to form the trend of the industry.

For example, Dongpeng’s Golden Flower Beige, after extensive imitation of the ceramic sanitary ware industry, achieved a “golden” wonder of the ceramic sanitary ware industry at that time; the “Pilates” of the Ousheno ceramic sanitary ware was also the result of the industry's imitation and baptism. Even the brand name of the private throwing factory has to be changed to “Pilates” to follow the trend; the marble of Jianyi Ceramics was even more imitated after it was launched in 2009, resulting in the full attention of the industry in casting marble. The year's overall sales increased by nearly 50% year-on-year.

Although ceramic sanitary ware companies with product innovations are victims of counterfeiting, these companies are also the beneficiaries. What hurts is that the profit margin of the product is squeezed, but the benefit is that the sales volume of the product has been greatly improved. Hongyu ceramics marketing director Wang Yong believes that others counterfeit your product, prove that your product is doing well, product quality is excellent, think from another angle, others imitate your product is also in disguise to help carry out promotion, which for the product The sales have a catalytic effect. Wang Yong also stated that at present, the competition of ceramic sanitary ware companies has evolved from the original product competition to service competition, and the differentiation of services is the core of enterprise competition. Therefore, as long as the services are done well, the profit space of innovative products will not be the same. Counterfeit and too much squeeze.