Get rid of the traditional cage sanitary enterprises should be diversified

At the beginning of 2012, the signs of coldness in the sanitary ware industry have become very clear. Professionals in the industry are not optimistic about the prospects of the industry, and the artificial rise in raw materials caused by internal devaluation, export resistance due to external appreciation, real estate market restrictions and limited loans The tightening of credit and the tightening of the capital chain ... All these have greatly affected the basic trend of the sanitary ware industry in 2012.

From a longer time perspective, China’s economy has experienced rapid growth over more than 30 years. The large amount of demand accumulated over the past decades has gradually been absorbed in the rapid expansion of market capacity. Whether it is the real estate industry or the sanitary industry, the future market will remain However, the overall high-growth and splendid scene will be hard to reproduce. In the face of these challenges, how the sanitary ware industry survives and even contravenes the development has become one of the issues that companies are most concerned about.

Sanitary company channel development needs to take a diversified road

Excess area of ​​stores, excessive number of companies, and excess production capacity in general, all can only wait for the entire industry to resolve through shuffling and reorganization. The means by which a single enterprise responds to the decline in the industry’s average profit margin can only be used to improve its production efficiency, increase product and brand added value, reduce channels and management costs, and complete the self-salvage of the enterprise in this “industry winter”. The expansion and improvement of channels is the key to the sustainable development of companies in the future.

Sticking to: Traditional Channels Do Deeper Attention to the Second and Third Level Emerging Markets

Relevant data show that currently, sanitary ware enterprises stationed in the building materials city is still the main channel of retail sales, accounting for more than 60% of all channel models, which is the traditional channel for the sanitary industry sales. In the traditional off-season of the sanitary bath market in June and July each year, many sanitary ware dealers have issued such a voice: “The entire market is like living homes, icons, and other large brands of sanitary ware selling well.” It is understood that living in the bathroom Channel construction is in a stage of rapid development. The products cover a variety of styles. In the terminal, it is mainly through the divesting of third and fourth-tier emerging markets and channels to steadily add terminal stores to meet market demand.

According to the data, from January to June 2011, the number of new stores in life homes reached 282. In the short to medium term, the Building Materials City will continue to be the main channel for sanitary ware sales, and the stores of the Building Materials City are also developing in the direction of “flagship stores” and “experience stores”. The closing of the “Home of Truth” Hangzhou store allowed sanitary ware merchants to move into the building materials city and be more cautious.

Innovation: Break through the traditional view of channels to expand more diversified

It should be noted that in addition to traditional channels such as large shopping malls, dealers, and stores, new channels such as group purchase, engineering, and online sales are in rapid development. Sanitary companies must actively participate in the development in order to win in the future. The new channel for itself.

Factory purchase

The group buying activities in the sanitary ware industry are in full swing, such as Faenza Sanitary Ware, Kohler Sanitary Ware, Jiumu Sanitary Ware, Wrigley Sanitary, etc., which have carried out factory group buying activities. The market responded well. In the first half of 2011, life homes successively carried out large-scale group purchases at the three major factories in Nantong, Chengdu, and Zhongshan, and achieved good market performance with the three major factory group purchases.

Engineering channel

At present, companies that have done a good job in real estate development wood and bathroom projects include icons, nature and living home brands. Some time ago, Sanitary and Sanitary Group signed a national strategic cooperation agreement. This is an agreement signed with Vanke Group, Agile and many other well-known domestic real estate developers. A result. It is understood that living home bathroom in the fine decoration market occupies a relatively high market share, is one of the country's largest engineering project sanitary supplier, and won the "China's developer preferred bathroom brand" certificate.

Internet Marketing

In addition, the bathroom industry may wish to refer to the development of the home appliance industry and today's status quo.

Nowadays, the young generation that has grown up in the Internet age has become the main force of consumption. These people are increasingly adopting such a model when purchasing electricity. They go downstairs and go to the nearby Gome and Suning to listen to promoters for detailed introduction and look good on certain brands. Model home appliances, then go upstairs to log on Jingdong, excellence to place orders. This mode of consumption is called the "Gome+Jingdong" model, which can provide a clear view of the product and also enjoy price concessions. It was precisely this "loophole" that Gumi and Suning, which had not entered the e-commerce industry, had finally established online malls such as Kuba and Suning. They intended to stop the loss of customers. However, from the current point of view, the disadvantage of late-coming is quite obvious.

Similarly, sanitary ware companies can also shift their focus to the network. Moreover, the logistics cost of the sanitary ware industry is no higher than that of color TVs and refrigerators, and the requirements for packaging and delivery time are relatively more relaxed. If sales on the Internet can be supported, sanitary ware companies will become more emboldened when they compete in a price game with a store like the Red Star Macalline.

The current real estate market is uncertain, and the macro sanitary market is confusing. If a bathroom company simply relies on traditional stores, it may be eliminated by the market. Only focusing on channel reforms and exploring new outlets, traditional stores, engineering, decoration companies, community promotion, group purchase and other channels can make enterprises win in the future.