Bathroom hardware encounters two major causes of marketing

So far, China has become the world's largest producer and consumer of sanitary ware equipment. China's sanitary ware accounts for 30% of the world's total. Bathroom accessories also account for nearly 35% of the world's total. That is, the Chinese market is unmatched by any other market in the world. For sanitary ware products, the demand in the Chinese market is about ten times that of other markets.

Sanitary ware bathroom and ceramic tiles are different, because of its strong brand attributes, so doing sanitary ware bathroom is actually doing brand. Now, with a large number of foreign companies, using their own strong financial strength and high brand awareness, they have entered the Chinese sanitary ware bathroom market in order to share the sweetness. At this time, although our company has also taken many measures to increase its promotion and marketing efforts, it often encounters flaws in actual operations.

Dilemma in the development of the industry At present, there are about 1118 Sanitary Ware Pottery Enterprises in the country, of which the Weitao Enterprise has developed relatively well in recent years, and the market operation of the first-line brands has risen, but the increase rate is not large, indicating that the economically developed large cities The retail market in coastal cities with open economies has also entered a relatively mature period; the second-tier brands have taken Guangdong, Chongqing, and Tangshan as the core, and they are in a three-pronged position. Among them, Guangdong is still at the center of gravity, showing a steady development stage; Chaozhou Sanitary Ware has also been developing rapidly in recent years. The sales value of more than 300 factories exceeds 1 billion yuan. Its advantages such as specialization, labor-abundant resources, and flexible and flexible operating systems cannot be ignored.

The domestic sanitary ware bathroom market is characterized by a change from a triangle to an oval. The market is still a triangle with a large bottom edge. The market share of high-grade sanitary ware is about 10%, while the market share of low-grade products is about 50%-60%. With the improvement of people’s living standards and the localization of foreign brands and the improvement of the quality of domestic brands, the market for mid-range products has become increasingly fierce. Market competition has gradually become more orderly and orderly, brand consumption has become increasingly popular, low-end products have been shrinking, and mid-range product shares have been expanding. The entire sanitary ware market is developing toward the elliptical shape of two small and middle big ones.

This problem is mainly manifested in the marketing channel:

Big brands are first in the minds of consumers to highlight the main points: channel operators to change the operating mode and sales concepts, and from simply doing product to marketing brand.

Big brands are predominant in the minds of consumers, and other brands cannot convince customers. Especially for engineering customers, it is difficult to obtain a share.

The so-called big brands, well-known brands are relatively speaking. Even if channel distributors know that their own agency's brand value is not as high as that of other brands, they cannot give up the brand building of the terminal. In particular, the sanitary ware and bathroom industry cannot completely say that there is a brand that dominates the market and occupies an absolute brand advantage.

The well-known brands in the world and the well-known brands in the country are not necessarily known locally. The influence of the brand is largely in the image of the terminal. Therefore, dealers in the case of brand competition, in addition to highlighting their own prices and promotions, but also pay special attention to the terminal's brand image, the terminal atmosphere, product display, shopping guide skills, old users, and so on.

The backlog of stocks highlights: Business is getting bigger and bigger, and inventory is also increasing, but cash flow is always counterproductive.

When the business is bigger, the increase in inventory is a must, so that it can serve the distributors very well, serve the customers, and make a rapid market response.

But stocks aren't the bigger the better, because inventory does not make money for dealers, and only make stocks turn to make money. To master the method of controlling inventory, perform detailed data analysis on the agent's products. Dealers must always pay attention to the historical sales data and sales expectations of each product, taking into account the minimum production cycle of the brand manufacturers. Promptly deal with sluggish stocks to prevent manufacturers from changing product designs or stopping production from affecting customer service. Dealers must have a strong sense of inventory, but also should have a modern enterprise management awareness.

Cash flow can be said to be the lifeblood of sanitary ware companies, especially for dealers whose business volume is not yet stable. The cash flow directly affects the reputation of the dealers. The dealers must believe in the business reputation for a long time and take a long-term view. Strictly follow the principle of agreed payment, so as to gain an increase in credit.