The new starting point in the second half of the bathroom

With the continuous improvement of the times, the development of sanitary ware companies is very rapid, and sanitary products are also rapidly innovating. Foreign brands have accelerated the pace of expansion in the Chinese market, and Taiwan-funded enterprises have also carried out resource optimization and integration. The Chaozhou Sanitary Ware Company, which has suffered a setback in export sales, has also set its sights on the domestic market. What will happen to the sanitary ware market in China?

From several different perspectives, we have made predictions for the development of China's sanitary ware industry.

Make technological breakthroughs to enhance the status of the industry

"Sanitary industry is the core technology, the performance in terms of the toilet. Sanitary industry in China failed to break the core technology, it is difficult to lead the industry trend, the right to speak." Tang Hao, chief adviser to Foshan San-chi believes that technology is restricting China One of the reasons for the development of bathroom brands, and the core technology of the bathroom industry, mainly toilet flushing technology, followed by glazed anti-pollution problems. According to ceramic sanitary industry sources, foreign brands have the core technology, so they can control the right to speak in the Chinese market. American American Standard entered the Chinese market in 1984 and was once ahead. Around 2000-2003, the situation began to change, and Kohler, who entered the Chinese market in 1995, came from behind and grasped the right to speak in the industry. Since 2003, it has been the world of Japan's TOTO. Among foreign brands, it has the largest market share and highest sales volume. "Unless breaking through the core technology of the toilet flushing system, or foreign brands in the industry's leading position, China's ceramic sanitary enterprises are difficult to match." Industry sources said. It is reported that the "easy clean glaze" technology developed by Dongpeng Sanitary Ware Co., Ltd. can effectively deal with the problem of easy contamination on the surface of sanitary ware. It is also helpful for improving the status of Dongpeng Sanitary Ware in the industry. "From the output of products to the output of the technology, this is the law for the development of the sanitary ware industry in Chengdu." Said Pu Dingxin, president of Baitao Group. The development of foreign brands such as TOTO and Kohler into China brings technology, capital, and business models.

Branding process will accelerate

After experiencing the market downturn in 2008, the sanitary ware industry has entered the brand era. "2007-- Since 2008, Chinese sanitary ware market can be said that profound changes have taken place with full of personalized products, brand operation ideas, Chinese sanitary ware market promising.." Wu Shaoxia general manager of Zhongshan City Sanitary Ware Co., Lens, fully aware of the sanitary industry He said that the opportunity to build an industry brand is fleeting.

In 2008, when many small and medium-sized sanitary ware companies were waiting for dealers to come to their homes, the sales volume of Anwar Sanitary Ware increased by 44%, and the sales volume of Nanjing Anhua Sanitary Ware Marketing Center increased by more than 288%.

Xu Chuankai, general manager of Luda Group, believes: “Although there are many domestic sanitary brands, no one company in the mainland bathroom market has occupied 10% of the market share.” The marketing monopoly effect of big brands has not yet formed.

At present, the brand awareness of small and medium-sized sanitary ware companies has begun to awaken and attention has been paid to brand promotion. "Brand power is the sales force" point of view, bathroom companies are slowly accepting.

Resource integration will intensify

Insiders said that such a resource integration of the times, and to join hands with the path of reasonable today, but also meet the needs of the development of the sanitary ware industry, complementary advantages between a professional manufacturer of bathroom products, but also help promote the industry Faster development.

From Lehua Ceramics, represented by Wrigley, to the ceramic tile production field, to the metal and plumbing companies such as Jiumu, to enter the field of sanitary ceramics production, cross-product resource integration has become a trend in the sanitary ware industry. The integration of resources in adjacent production areas can also make up for some deficiencies in the enterprise itself, complement each other, and make use of their respective advantages in the professional field. As for how to integrate and how to integrate, it depends on the needs of each company and the basis for cooperation.

“When we open a store, we usually come out from manufacturers and discuss the product models and prices with manufacturers in related industries such as ceramics and lighting. Then the agents directly place orders with the relevant manufacturers. We do not participate in cross-industry profit distribution. Instead, it integrates cross-industry resources as a service support for distributors.” Wu Shaoxia, general manager of Lens Sanitary, said that cross-industry resource integration and resource integration within the industry has accelerated over the past few years.

Products will be more specialized

With the increasing homogenization of products, many industry professionals recognize the importance of specialization. "Concentrate, focus, professional, can do sanitary products. Professional positioning, is conducive to us from raw materials, product development and design, and other aspects to ensure that the products of high quality and high price. Specialization is our success. "Wu Shaoxia, for example, said that, such as the appearance of the product, some of the human nature, people feel more comfortable design, only professional, focused on the road manufacturers, in order to make the product better and better. Currently in Foshan, Chaozhou and other producing areas, many companies are advancing on the road to specialization. At present, the domestic consumer demand for bathroom products is not only satisfied with its use of functions, but also focuses on the function of the products to satisfy psychological needs. “Some foreign sanitary ware products are designed very comfortably and very touchingly. In terms of design, they have already achieved specialization. Some very small details, such as the special design of the chute off the drawer, make the drawer slow down at the moment of closing. , Closed slowly, without any sound, this design is entirely from the perspective of the user.This professional path, we have many things to learn, especially the soul of product design. Fashion, vitality, is our pursuit of Wei-European sanitary ware. Foshan City Wei-Europe bathroom chairman Liang Yong-Cheng also believes that professionalism is one of the future trends in the sanitary ware industry.