Bathroom market: product channels into a breakthrough

In 2009, the giant company in the pipeline industry, Foshan Rifeng Enterprise, officially entered the sanitary ware market and launched a series of sanitary ware products such as Rifeng sanitary ware, expanding the scope of Rifeng directly from the pipeline industry to the sanitary ware industry, in an effort to promote the sanitary ware industry. Brand products. In October 2012, Supor, with its stainless steel pressure cooker as its main industry, began to enter the sanitary ware industry, investing 3 billion yuan to establish the Sanitary Ware Industry Park project, thereby creating stainless steel sanitary ware and bathtubs, and gradually extending to stainless steel sanitary ware, sanitary ceramics and other products. Eventually entered the entire bathroom area. In February 2011, St. Vincent Group, known for its flooring, launched the “Saint Elephant Sanitary Ware” brand after the introduction of the “Holy Mercy Poetry” overall wardrobe to create the entire industry chain of wood industry, marking the official entry of St. Vincent's flooring into the sanitary ware industry. ......

With the continuous expansion of the market environment, more and more non-sanitary companies have begun to put the market into the sanitary ware market, hoping to get a share. However, for foreign industry companies, from an industry that they are familiar with, another industry that “families with the industry” and even the industry that is not able to win the battle will not only face the danger of the market, but also face the impact of the industry. . “First, we must find a breakthrough in this industry. From a familiar industry to an unfamiliar industry, companies need an adaptive process. Industry and consumers also need a process that adapts to yours. This is the homework assigned to the company. How to do it, how, I think, the organic combination of products and channels is a breakthrough.” In an interview with Nikken, the fifth Hongbin, the person in charge of the company's bathroom division, told reporters.

Many companies entered the bathroom market, giving the sanitary ware market a big impact. The reporter once said in an interview that for the matter, there was a person in charge of the sanitary ware company that “is an opportunity as well as a challenge.” Currently, there is no uniform industry in the domestic sanitary ware market. The rules, even without a unified association organization, are relatively chaotic in the industry and are in disorderly competition. Some large companies entering the sanitary ware market can make the industry pay more attention to the development of sanitary ware, and will also encourage more sanitary ware companies to start focusing on the construction of their own channels, not only brand channels but also sales channels. Such as the United States and other companies choose to operate the overall bathroom, build products, "intelligent" into more and more technology content, bring health, environmental protection, a new life philosophy, but also to promote the bathroom companies to change the current production channels and technology channels .

From one industry to another, how to leverage is important. Rifeng started with a pipeline. On the production pipeline, Rifeng has a wealth of experience. However, in the production of sanitary ware, there is not so much experience and technology on the pipeline. Therefore, in addition to the introduction of advanced sanitary technology and experienced sanitary personnel, Rifeng has also made great efforts in the production and sales channels for its products. The company has made great efforts in product development, and strives to be a brand and a terminal, and to grasp product quality. At the same time, do a good job of product service and product design. “When Nitto entered the sanitary ware industry, it considered many factors. One of them was the original channel of the pipeline. Whether it was suitable for all sanitary ware products and sanitary ware products was different from that of pipeline products. Pipeline products were embedded parts. Consumers can't see it, but the style design of bathroom products is very important to consumers. Therefore, it must be required that pipeline companies should pay attention to the design that the industry pays attention to in pursuit of the original emphasis on quality. Rifeng bathroom official said.

At the same time, he also mentioned that it is important to find a breakthrough in sanitary products. One of the breakthroughs is in the sales channels. Rifeng has a strong sales team on top of the pipeline. Therefore, after the R&D of sanitary products, it began to conduct selective sales for sales channels. Instead of blindly bombing the market with products, Rifeng will use existing distributors. Sanitary products gradually promote the market, so that in the process of gradual progress, to find the blind spots, but also to the sanitary market consumers gradually adapt to this new product. This has also made Rifeng sanitary products an important way to gradually occupy a place in the market in recent years.

It is reported that in recent years, many industries have begun to enter the sanitary ware market and have launched new products to infiltrate the sanitary ware market. The reporter also interviewed the fifth Hongbin on this issue. He said: “The sanitary ware industry has a broad market. For example, the current sanitary ware companies occupy only about 10% of the sanitary ware market, that is, close to 90%. The market is in a blank state, which means that 90% of the market is competitive for other companies. This leaves a lot of room for competition, and it also induces many companies to start trading in the sanitary ware market.” Talking about Rifeng When entering the sanitary ware market, the fifth Hongbin said: "Nihon Fung itself has a strong reputation, and its own company's products are divided into two major pieces, one is a pipe, one is a bathroom. At this stage, the bathroom system is relatively independent, but if Simply doing pipelines is too restrictive for this industry. Because the characteristics of an industry determine to a certain extent how much room for development the enterprises in this industry have. Therefore, relying on the strong strength of the pipeline made by the company over the years, Jinfeng entered the industry. In the sanitary ware market, the market pressure it bears will be less than the pressure that some other companies enter into the sanitary ware industry."

Profit-driven is the main driving force to enter the sanitary ware industry. According to the “China Bathroom Home Trends Report 2011” published by the Gallup China only on behalf of the CRC Institute for Research, the China Building Decoration Association and the “Home Furnishings” magazine, it shows that since 2010, along with China’s urbanization, With the acceleration of the process, the bathroom and home furnishing market is in a period of rapid growth, maintaining an annual growth rate of 15%-20%. In 2010, the scale of the domestic sanitary ware market reached approximately 73.5 billion yuan, and it is expected to increase by approximately 20% year-on-year in 2011 to reach 85.5 billion yuan. At the same time, the data also pointed out that after years of development, China has now become the world's largest producer and marketer of sanitary products. In general, however, the sanitary ware industry still has a large number of companies with low industry concentration and is in the initial stage of price competition. The bathroom industry is large in size and has broad prospects. There are many manufacturers and high gross margins. No matter large companies or small workshops, they still live in a relatively moist environment. The industry has not yet appeared absolute brands and oligarchs. No one can account for 5% of the industry's output value. . This will have to make some companies begin to develop the sword and bathroom market, and this situation will intensify in recent years. Coupled with changes in the concept of consumers, the company will also seize the market to promote bathroom products toward the bathroom and smart bathroom evolution.