Forecast the five major trends in the development of ceramic sanitary ware in 2012

In 2012, it was a new beginning. In the spring, the ceramic sanitary ware industry will usher in a new world. Predicting this year's Tao Wei industry, Xiao Bian thinks that the integration of kitchen and bathroom, value marketing, smart bathroom, simple style and other keywords will appear in people's eyes.

First, the overall sanitary ware enterprise further develops towards the integration of kitchen and toilet. After the overall sanitary ware development tide in 2010 and 2011, all sanitary ware brands with more strength are taking the overall sleet route. It is hoped that with the advantages of the overall sanitary ware combination, more market share and revenue opportunities will be obtained, among which there is a company with a transformation of the sanitary hardware brand, as well as a representative of the ability to grow from a hardware sanitary ware to a bath cabinet. However, they did not think that the original strong hardware bathroom brand was not as beautiful as they imagined in the transition to ceramics and bath cabinets, and the income of new entry fields was not satisfactory. In addition, some of the pioneers in the bathroom brand have extended the tentacles of sanitary ware to the kitchen cabinet area: Wrigley has set up its own kitchen cabinet factory. In June 2011, Jiumu Sanitary Ware Co., Ltd. established a high-profile establishment of Jiumu Kitchen & Bath Co., Ltd. Sanitary ceramics and showers as their core businesses have demonstrated their determination and confidence in the preparation for the development of kitchen and toilet integration. The international sanitary ware brand Kohler has already achieved kitchen and toilet integration. At the same time, as a leader in domestic kitchen cabinet brands, Europa has used the advantages of kitchen cabinets to advance into the sanitary ware industry and achieve kitchen and toilet integration.

Second, the bathroom value marketing model prevails Sanitary industry through the 2010,2011 two years of promotion war, from the initial consumer enthusiasm to participate, the business is full of pampering, to the consumer gradually indifferent degree of participation, return to the rational consumption era, promotion No longer a panacea for sales. In the midst of the screams of domestic sanitary brands, international sanitary ware brands have achieved a contrarian growth with their value capabilities, showing that the impact of prices on consumer purchasing decisions is significantly declining, and that value is becoming the key demand of mainstream consumer groups in the future. There are as many as thousands of bathroom brands in China. There aren’t a few brands that can really excavate a sense of value. On the other hand, the close-to-environment tile industry has long been rid of the industry's price wars, focusing on cultural marketing, and playing cultural, design, and artistic value cards. The establishment of a ceramic museum, joint design with international designers, and extensive use of medieval art styles have resulted in the creation of simple floor tiles as valuable cultural products. Since 2010, some sanitary ware companies have begun to focus on value competition and launched some value products that represent Chinese culture, such as blue and white porcelain, Chinese style and other series.

Third, science and technology to create a smart bathroom era In the past 2011, smart bathroom technology in Shanghai show big show: Kohler bathroom Nuumi (numi) high-tech smart toilet, toto water magic technology bath and other bathroom brands exhibited the intelligence Toilets, thermostatic shower faucets, and digital induction technology leaders all indicate that the bathroom has entered the era of smart technology. With the increasing pursuit of consumer's life value, its humanized requirements for bathroom products will be higher, and intelligent technology is the most critical technology to promote product humanization. The market share of smart bathroom products will have a significant growth. . However, bathroom brands need to pay attention to how to achieve low-cost smart technology advantages in order to reach the current mainstream consumer groups. Some time ago, the brand developed a small-size smart toilet, high-profile publicity and promotion, its purpose is to expand sales through the low threshold of intelligent technology promotion. The design of intelligent products must be based on human nature, starting from the convenience of people's use and enjoyment of life taste as far as possible, but intelligence can not be tedious, simple and intelligent sanitary technology can enhance the value of consumer life, but also can achieve higher The price/performance ratio.

Fourth, the modern minimalist style become the main trend of the bathroom consumer current bathroom mainstream consumer groups are mostly pan-80 after the group of white-collar groups, their initial purchase of the area will not be too much, subject to the restrictions of the bathroom space, they emphasize in the bathroom space Convenient and concise, and full of modernity, they can let them relax after a hard day through these sanitary products. Their pursuit of modern simplicity is reflected in the modern style of the bathroom as a whole. At the same time, the lines in the design should be concise and practical. There should not be too cumbersome bathroom products. For them, modern and simple, comfortable and convenient, and colorful, this will make their mood smooth and pleasant, so as to relieve self-work pressure.

V. Fierce competition in the engineering and home improvement market As the traditional retail market becomes increasingly bleak, there must be a large number of bathroom distributors shrinking or exiting retail stores, and attacking the engineering and home improvement markets. At present, most high-end engineering markets are monopolized by international sanitary ware brands, and they also sink through channels, and they also occupy a large market share in the mid-end market. At the same time, domestic sanitary ware brands are also pulling up the value, attacking the mid-end engineering market, resulting in a drop in the price of engineering products in the mid-range bathroom market; and in the low-end engineering market, prices have become the most critical competitive weapon. As a result, the profit margin of the engineering market is getting smaller and smaller, and the high investment cost of the home improvement market has also reduced the profits of the brand side. In this case, only those sanitary ware companies that pay attention to the brand's strength and focus on the cost of scale can gain the advantage in this round of competition. Sanitary companies want to do well in these two channel markets, in addition to the force on the brand, the more important need to design a sense of design, value and price competitiveness of the project and home improvement products, and establish a strategic alliance with real estate developers , thereby enhancing their own engineering and home improvement capabilities.

In the past 2011, China's sanitary ware market was a year of transferring its capacity from large retail sales and small project distribution models to the engineering and home improvement markets; it was the first year of the sanitary ware industry development project and home improvement market. In this year, not only brand owners, but many terminal distributors are also transferring their capabilities. In the coming 2012, only sanitary companies will grasp these two major channels to win opportunities in the future market competition.