Trend Forecast: Overall trend of bathroom market "supply exceeds demand"

The development of sanitary ware has paid more and more attention to branding. Now that the standard of living has been continuously improved, we are pursuing higher levels of enjoyment. Bathrooms, as an essential item for people's home life, are also constantly innovating and developing. Sanitary ware will also become future development. An important direction.

Smart bathroom will become a sunrise industry. At the same time, the smart home industry is a sunrise industry. It is in the period of rapid development of the industry. There are about 350 million households out of the 1.3 billion people in China. If every family is on the cost of intelligent renovation, With a budget of 6,000 yuan, the industrial value of the entire smart home will exceed a trillion yuan, and the intelligentization of the sanitary ware industry will also become an important direction for future development. It is predicted that the output of sanitary ceramics in China will reach 193,272,400 in 2011 and 25,083,160 in 2015. China's sanitary ware market will reach 74.467 billion yuan in 2011, and will reach 90.01 billion yuan in 2015.

Intense competition stimulates consumer boom Overall, supply exceeds demand So far, Guangdong Kaiping, Chaozhou, Henan Changge, Zhejiang Xiaoshan, Jiaxing, Wenzhou, Taizhou, Ningbo, Fujian Nan'an, Xiamen, Fuzhou and other places are still in full swing to develop bathroom Industrial base to further expand production. It is estimated that in the next three years, domestic sanitary ware production capacity will also grow at a rate of more than 10%. China's sanitary ware exports will drop by an average of over 12% each year, and China’s real estate industry will decline by more than 15% annually due to macro-control. This means that the phenomenon of overcapacity in Chinese sanitary ware will intensify, the living environment of sanitary ware companies will deteriorate, and the competition between production areas and production areas will become more intense.

With the development of our country’s economy and the improvement of people’s living standards, the sanitary ware industry in China has developed rapidly. Currently, it is in the transitional period from growth to maturity, and the potential for market size is huge. By 2010, the market capacity has reached RMB 73.665 billion. At the same time, the market competition is fierce, the number of companies participating in competition is huge, and the degree of marketization of the industry is extremely high. At present, there are about 30 companies with national recognition, about 30% market concentration, and more than half of the domestic market share in Foshan and Chaozhou. Tangshan and Henan are occupied by small and medium-sized enterprises.

There are a large number of sanitary ware brands in China, but no company in the domestic sanitary ware market can occupy 2% of the market share. At present, the top ten sanitary ware brands such as Huida, Wrigley, Kohler, Toto, Faenza, American Standards, Anwar, Apollo, and Lejia account for less than 40% of the total market share, with an average market share of less than 4%. %.

The development of sanitary ware has paid more and more attention to branding. For a long time, the advantages of Chinese sanitary ware enterprises have been concentrated on the market of middle and low tier products. China has become the world’s largest producer and consumer of sanitary ware equipment, and China’s sanitary ware accounts for 30% of the world’s total. Bathroom accessories also accounted for nearly 35% of the world's total. Foreign brands have almost swept the high-end sanitary ware market in China, and have taken various measures to grab market share of ** products.

At present, in China's sanitary ware industry, in addition to international brands in the high-end market, there are more than 3,000 local brands, of which 50-100 are large-scale ones. Others are small and medium-sized enterprises, which weakens the market competition of the entire domestic high-end brands. . With the US, Japan, and European brands robbing the country, the competition of high-end brands in the sanitary industry will become increasingly fierce. Although there are many domestic sanitary ware brands, no one company in the market occupies a market share of 10%, and the monopoly effect of big brands has not yet formed. Small and medium-sized sanitary ware companies started to strengthen their brand awareness and pay attention to brand promotion.

Sanitary companies are beginning to focus on the development of branding. At present, in the sanitary ware industry, resource integration has become a development need. Professional sanitary ware products manufacturers complement each other, and they also help to promote faster development of the industry. Resource integration across products Has become a trend in the bathroom 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. In the future, in the sanitary ware industry, cross-industry resource integration and resource integration within the industry will accelerate.