Overall bath: From concept to actual combat

Today, the overall bathroom is still a luxury for consumers, and not every brand is suitable for a "bathroom."

The "bathroom" originated from Japan and was first used to rapidly complete the construction of large-scale Olympic athletes' apartments. The feature is that it can be assembled on the spot, and the installation is simple and rapid. With the development of bathroom design, the overall bathroom gradually evolves into a rational use of the pursuit of space, that is, to achieve various needs such as washing, bathing, and dressing in a limited space.

From this point of view, due to the complex and diverse functionalities of the bathroom space, how to integrate various functions within a limited space is the goal that the bathroom space should pursue. Therefore, the overall bathroom is an inevitable trend in the development of bathroom products. With the pursuit of personalized space layout and overall solutions, the overall bathroom has gained a new interpretation. On the other hand, due to the high price of the entire sanitary ware, strict requirements are placed on the structural system of brand products, and it is the only choice for a strong brand to establish its own high-end brand image. The whole bathroom has become a luxury, but it has limited its practical phase from the conceptual stage to the market.

The reporter interviewed a number of well-known domestic brands and found that the manufacturers believe that the overall sanitary ware is a powerful way to establish a brand image, and agree with its broad market prospects; however, investigations in the terminal market have found that it is mostly single products, and the promotion of the overall sanitary ware. It is not taken for granted as people think.

It can even be said that the entire bathroom from concept to actual combat, must also require the transformation of corporate production, brand positioning, sales channels, terminal stores and other links.

The overall bathroom challenged the company's support ***

For consumers, the selling point of the entire bathroom is to provide overall solutions. The strength of the bathroom brand is no longer limited to a single product, but requires a stronger product support. Many domestic first-line brands no longer sell bathtubs or toilets alone. Instead, they introduce the concept of “integrity,” which sets a relatively high threshold in terms of production capacity.

The overall sanitary ware's emphasis on the overall design of the bathroom space is not only a reasonable optimization of space use, but also aggravates the unique symbolic appeal of different brands. This in turn promotes the production of the company's products to be more targeted, and the implementation of the corporate strategy of domestic sanitary companies is precisely to coordinate the good aspects of the product.

The overall bathroom is bound to have an impact on the design process. Compared with the single product, the biggest feature of the overall bathroom is that the style is unified and the overall feeling is strong. This will force the design ideas of bathroom space to also change. As people's attention gradually deepens, the design of the bathroom space will become increasingly marketable. This will challenge the sanitary ware industry's previous support from the design level.

High prices, leading to the overall bathroom "has no market price"

The overall bathroom advertised service and its established brand image. In fact, regardless of the convenience of installation or the unification of style, the whole bathroom is favored by consumers. Only high prices make consumers discourage.

First of all, the brand that dares to advertise the "bathroom" image itself has a relatively strong strength, and the overall solution is to create the value of the service in the product price. The overall price of toilets is high, so there is nothing wrong with it. Second, more companies regard the overall concept of bathroom as the “leader” in establishing a high-end image. This allows policy makers to intentionally increase profit margins and thus lock in higher consumer groups. For middle and low-end consumers, there is naturally a situation where there is no market for prices.

However, the difference between the overall bathroom and traditional single product sales should not be limited to the brand's positioning differences. With the rise of consumer groups after 80, home decoration has more individualized or DIY colors, and the overall portable bathroom installation features naturally lead to the promotion of this group. Even if this trend cannot change the compatibility of the overall sanitary ware to the low-end market, it will at least enhance the compatibility of sanitary products.

In addition, for the private villas and star hotels and other markets, the overall bathroom can be described as its outstanding quality. Terminal sales also do show that these consumer groups are favoring the overall bathroom.

The overall bathroom will ultimately affect brand positioning

The overall sanitary ware is essentially a breakthrough made by sanitary ware companies in the service of products. The purchasing power of "services" at different levels of market will also be the influence of the whole sanitary ware in different markets. In the low-end market, the current acceptance of the overall bathroom is poor, and the purchasing power of the service is poor. The positioning of the middle and low-end products will naturally not put energy into the overall bathroom. For brands interested in developing high-end and high-end markets, the overall bathroom is not only a “leader” in establishing a brand image, but also helps them to optimize their product mix to form a scale competitiveness.

As some industry insiders said, the overall bathroom is not suitable for each brand, and the current development status can only be defined as a luxury. With the promotion of the whole bathroom in the industry, it will gradually become a weapon of competition for market share from a brand's advertising, which will in turn affect the brand positioning of sanitary companies.