How to borrow "new retail" in the bathroom industry

We do not yet have an international brand of national bathroom enterprises, China bathroom industry brand building is still a long way to go. With the pressure of cost and the pressure of foreign brands increasing, the possibility of shuffling the bathroom industry is increasing.

At present, there are many brands in China's bathroom industry, but the market share of single line brands is still less than 10%. The low concentration of industries and the weak competitiveness of local bathroom enterprises are the current situation of sanitary ware industry in China. In the future, facing the new retail outlet, the industry is likely to shuffle.

China has developed into the largest sanitary ware manufacturer, exporter and consumer in the world. But in the high-end market, China's bathroom products are hard to find. “ this market pattern means that we do not have a national bathroom enterprise which is called the international brand, and the brand construction of the Chinese bathroom industry is still a long way to go. ” Zhang Shuru, Secretary General of Guangdong sanitary ware trade association, said in an interview with reporters.

Industry shuffle possibility big

At present, there are many brands in China's bathroom industry, and the market share of single line brands is still less than 10%. With the pressure of cost and the pressure of foreign brands increasing, the possibility of shuffling the bathroom industry is increasing. Statistics show that there are more than 20 thousand bath production enterprises in China, of which there are nearly 8000 in Guangdong, &ldquo, and Guangdong &rdquo in China; it is an indisputable fact. As the vanguard of the bathroom industry, Guangdong has played a benchmark role in both the number of enterprises, product sales and brand influence.

“ group fish eat fast fish ” how does the era bathroom industry break

In recent years, many Guangdong enterprises have made achievements in the construction of domestic bathroom brands, such as a number of excellent local brands, such as Dongpeng sanitary ware and arrow bathing, have initially had the strength to compete with international giants. &ldquo, but we have to admit that, compared with the huge market, China has not yet formed a strong enough brand. The 3 major international bathroom brands, represented by the German department, the US Department and the Japanese department, share the vast majority of the high-end market. ” Zhang Shuru said, at present, there are many brands in the bathroom industry, and the market share of single line brands is still less than 10%. With the pressure of cost and the pressure of foreign brands increasing, the possibility of shuffling the bathroom industry is increasing.

“ frankly speaking, in the face of the new economic normal, China's bathroom industry is not well adjusted. At present, the overall overcapacity of the bathroom industry has exceeded 30%. For example, toilets, in the past 10 years, China's annual market demand is about 32 million, but the domestic bathroom industry has an annual capacity of more than 1..2 billion, plus exports of about 30 million, the industry overcapacity of up to 60 million. ” Zhang Shuru said that at present, the whole bathroom industry has reached the storm of transformation and upgrading. In the globalization of today, the industry has entered the full competition of white hot, enterprises must find their own position in the tide of structural reform of the supply side, and build the &ldquo through the brand construction; the fittest will survive the battle of ”

Where does the brand go from

Brand construction should have a huge market as a guarantee, no matter entering the high-end or the low end of the war, the market can not be lost; on the present whole industry form, “ the group fish eat fast fish ” the sign is more and more obvious, to establish the thinking of holding a group to warm up; only the product can be more transparent, the consumer's heart is more bottomless.

Where should the Chinese bathroom industry break from the new outlet?

First, the market can't be lost. Zhang Shuru believes that the brand construction should have a huge market as a guarantee. It is important to find a target market that is suitable for the enterprise itself. “ for example, our country is working hard to promote the construction of new urbanization, which is a huge dividend for the bathroom industry. At the same time, with the ‘ along the way ’ the construction of the promotion, China's bathroom brand ‘ go out of the ’ the difficulty coefficient will be greatly reduced. ”

Secondly, we should establish complementary thinking and warm up thinking.

“ throughout Guangdong and even the national bathroom industry, the cooperation among all production areas is obviously insufficient, and the bathroom enterprises are still fighting alone. But for the whole industry's current form, &lsquo, fast fish eat slow fish &rsquo, it is not enough to generalize, &lsquo, group fish eat fast fish &rsquo, signs are becoming more and more obvious. In order to compete with international giants, the influence of a single enterprise is limited. ” Zhang Shuru said that the Guangdong sanitary and Bath Association has been sparing no effort in promoting exchanges and cooperation among various production areas in Guangdong province. &ldquo, we hope to build up a high quality joint resource platform for Industry and enterprise by strengthening the interaction with the major production areas throughout the country, and become a catalyst for the development of the industry, and promote the promotion of the brand value of the Chinese bathroom industry as a whole. ” Zhang Shuru said.

Third, we need to provide publicity platform for brand building. “ in order to promote the brand building of the bathroom industry, the Guangdong provincial bathroom chamber of health has launched ‘ the Guangdong good sanitary ware origin enterprise recommends ’ the selection activities, through the official evaluation, make the product more transparent, the consumer's heart more bottom, and the enterprise brand brighter. ” Zhang Shuru said.

Not to lose

Compared with the international brand, the local brand has two advantages, one is the channel, the second is the highly sensitive to the market, that is, the pressure of the relatively developed customized service from the international brand is so great. How should the Chinese local brand resist?

Zhang Shuru believes that for Guangdong enterprises, channels are advantages. Guangdong is the province with the most perfect industrial chain, the largest enterprise and the most famous brands in China. It has formed the industrial cluster of bathroom home products such as Foshan, Chaozhou, Zhongshan and Jiangmen. The industrial scale has been expanded year by year, and a large number of famous brands in China have emerged. In the years of manufacturing advantages and brands precipitated, Guangdong bathroom brand advantages are more obvious: for example, Dongpeng sanitary ware has been in the second line of the country has been a large number of very powerful dealers, in the high-end market performance is not vulgar, such as the arrow bathroom also has a very large channel system.

At the same time, the sensitivity of domestic enterprises to the market is relatively high. Because the domestic customization service is more developed, many bathroom enterprises have joined them, such as HeGII group through &ldquo, different branch, different focus, different features ” the strategy of the smooth layout of the national and global market; Yuehua group hand hold arrow, FAENZA, Annwa 3 “ trump ” realized stereoscopic The layout of the market.