Breakthrough of the sanitary industry marketing model

At present, 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.

“Marketing is not selling their products and services in a savvy way, but is an art of creating real customer value.” Because the marketing model is a system, not a means, the overall strength of this system determines The level of sales of this brand. For the Chinese Sanitary Ware Sanitary Wardrobe market, which is now facing “internal and external problems”, it is imperative that such an effective marketing model be needed.

However, sanitary ware bathroom and ceramic tiles are different, because of its strong brand attributes, so do 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.

Sanitary Ware Bathroom Industry: Interpretation of the Breakthrough in Marketing Models Sanitary Ware Sanitary Ware Industry: Interpretation of the Breakthrough in Marketing Models Industry Development Perplexity At present, there are about 1118 Sanitary Ware Ceramics companies in the country, among which Weitao Enterprise has developed relatively well in recent years. The market's operation is on an upward trend, but the rate of increase is not too large. This shows that the economically developed big cities and the retail markets in coastal economic open cities have also entered a relatively mature period; the second-tier brands have taken Guangdong, Chongqing, and Tangshan as the core and they have taken three steps. Trend, of which Guangdong is still the center of gravity, is in a steady development phase; Chaozhou Sanitary Ware is also developing rapidly in recent years, with more than 300 factory sales exceeding 1 billion, its specialization, resource-rich, flexible operating system and other advantages Can not be ignored.

The domestic sanitary ware bathroom market is characterized by a change from a triangle to an ellipse. The market is still a triangle with a large bottom. The market share of high-end 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:

1. Contradictions of “size” highlights: Channel operators have changed their operating models and sales concepts, and they have switched from simply making products to marketing brands.

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.

2, "How much" contradictions stand out: Business is getting bigger and bigger, and inventory is also increasing, but cash flow is always counterproductive.

When the business is big, the increase of inventory is necessary, so that it can serve the distributors 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.

After discovering the path of breakthrough through the foregoing analysis, after reviewing the status quo of the Sanitary Ware Sanitary Ware Market, it is not difficult for us to find a new marketing model for Sanitary Ware Sanitary Ware Enterprise, mainly focusing on two points:

New marketing model 1 - brand concept store In the traditional sanitary ware and bathroom industry, the multi-brand agency system is the traditional terminal business model. The multi-brand agency system means that a store sells several brands of bathroom products at the same time, allowing consumers to compare and choose their own favorite products. However, with the intensification of market competition, the multi-brand agency system has become less and less adaptable to the development of the market, and its flaws and defects have been exposed. First of all, from the relationship of market interests, the establishment of a brand of multiple dealerships naturally causes a “brute-to-force” connection between the store and the store, and the disorderly price competition has led to chaos in the market. The consequences can be imagined: the dealer's low profit makes it necessary to introduce other brands to fill in, the product display clutter makes the manufacturer's brand image can not be guaranteed, more importantly, the low profit makes the brand after-sales Services cannot be put in place, and dealers pass on unreasonable benefits to consumers.

Based on this, the brand concept store has become a marketing model that bathroom brand manufacturers strongly recommend. Brand manufacturers are batons for market sales, brand concept stores are increasingly popular, and manufacturers are of course the biggest supporters. Some analysts believe that from the perspective of manufacturers, with the increasingly fierce competition in the market, when the sanitary ware and ceramics industry develops to a certain scale, it needs a platform to display its brand image and brand culture. The emergence of a brand concept store just provides this platform. Again, the brand concept store has better demonstrated the complete set of sanitary products, and the concept of an overall bathroom is another goal that the manufacturers have achieved. In fact, it is not just businesses that benefit, consumers also benefit from the marketing model of the concept store. The professional guidance of the sales staff and the more complete after-sales service of the brand is the biggest difference between the brand concept store and the multi-brand store, and it is also the highlight of the most common consumers.

New marketing model 2 - Closer to home appliance marketing Since sanitary ware is considered quite close to the home appliance industry in terms of brand attributes, product connotation and added value, and after-sales service, it is often compared with the home appliance industry. The main performance is:

1. Increase investment in advertising for end-users From the point of participation, there are more companies involved and more times. In terms of the direction of advertising, more and more attention is paid to the advertisement of end-consumers, from the industry. Magazines, newspapers, and various home fashion magazines, from giant outdoor posters along the airport road to TV commercials, and TV commercials have been promoted from local TV stations to CCTV, the gold content of advertisements is increasing. All sanitary ware brands hope to guide and cultivate consumer awareness and acceptance of their sanitary products through advertising campaigns targeted at their target audience.

2, after-sales service is more and more important comparison The electronics industry has done a good place in the after-sales service, the current domestic sanitary ware bathroom brand after-sales service often depends on the dealer to grasp, so the level of service is uneven. Most bathroom brands only stay at the traditional level of product sales. The service concept is just to help install and maintain the so-called after-sales service. It does not form a complete and mature service marketing system. It is far from enough. From shopping guides to installation to maintenance, it is not what ordinary consumers are familiar with and can accomplish on their own. With sanitary ware products becoming more intelligent, the technical structure is becoming more and more complex, and service support and innovation are more It is important. It can be predicted that the era of service economy has come and services will become a sign that the sanitary ware market will mature. Looking at the sanitary ware market today, whoever has the service and who can provide consumers with more product added value, whoever will become the real king of the market.

Brand Opportunities and Trends In general, marketing models and marketing concepts are in the same line. Since marketing concepts are changing and consumers are changing, then changes in marketing models are inevitable. The communication channel is the lifeline of product sales, and the change of the marketing model is first manifested through the adaptation of the communication channel. The ambiguous development of the sanitary ware bathroom industry market has indirectly led to the diversification of consumer demand to promote the downward shift in the focus of marketing, how to deal with all kinds of random problems and the production, supply and sales issues in a timely manner, has become a number of sanitary ware companies The key to overcoming bottlenecks in constraining, achieving sustainable development and moving toward standardization. Therefore, for the analysis of the company's factors and the management of the company's quality marketing system - the global brand network - will provide a new idea for the development of sanitary ware companies, and also provide a reference for the sustainable development of their industry. Development model.

Ausman: "Three-dimensional" marketing Auschmann sanitary ware bathroom production base is located in Kaiping City, Guangdong Province, currently its main implementation of "three-dimensional" marketing, marketing channels integration, specialization and brand advantage. Among them, Ausman pays special attention to brand building and retail channels. On the one hand, it introduces professional brand consultant companies to carry out brand planning and brand promotion, and strives to increase brand awareness and build star products. On the other hand, Ausman and Red Star Chiron, Actually, these home circulation dealers will cooperate more closely to develop diversified and combined channels including engineering, home improvement, community, community, etc. to help distributors open up sales channels and achieve the extension of the Ausman brand and products. All corners of the country.

At the same time, "stereotype" marketing also includes FEA network integrated marketing communications, marketing of bathroom and consumer topics, online advertising, online forum word of mouth promotion, event dissemination, large-scale network activity marketing, online blog promotion, search engine marketing, e-commerce, etc. Dig deeper in strategy. Mainstays are national mainstream media and interactive communities, supported by local mainstream media and interactive communities, with home, decoration, fashion, women, life and other communication channels as the backbone, and terminal promotions and local thematic marketing activities as Traction, the formation of a unified national marketing pattern, and create the second take-off of the development of Bathman sanitary ware.

Making it easy to be a lifestyle is the pursuit of Ausman. It advocates physical and mental release. It is the ultimate state of freedom in the pursuit of free life. In a completely private bathroom space, in the gentle embrace of water, it is unloaded and wrapped in a wrapper. . Over the years, Ausman has always conveyed a quiet, natural and elegant temperament with this exquisite sanitary ware bathroom image. It is committed to allowing more families to enjoy an infinitely relaxing brand bathroom. For example, its comprehensive "one-piece toilet with no seams and double crystals" is an important result of a relaxed life.

The emperor: "Experiential word of mouth" model Experiential marketing is a popular marketing method for imperial sanitary ware terminal stores in recent years. After continuous development and improvement, experiential marketing has gradually matured, from specialty stores to flagship stores to experience centers. It is not only a development course of terminal sales, but also a form of diversified combination. This kind of experience hall will store the mall's storefront and exhibition hall as a simulation of the household hall, integrating the products into it, including related accessories and accessories, so that consumers can feel the same at the time of the visit. They can understand the function of bathroom products and experience the comfort brought by the products. , Influenced by the corporate brand culture and the advocated life philosophy, thereby promoting consumers' purchase needs and word of mouth propaganda.

The Orient Sanitary Ware Factory, which belongs to Emperor Sanitary Ware, is a domestic largest acrylic sanitary ware company integrating production, sales and sales. It has always been guided to lead home ware culture as its own responsibility. Its products are developed with rich colors, fashionable models and complete supporting facilities. Innovation. The product structure of the imperial sanitary ware is perfect: toilets, bathtubs, washbasins, shower cabinets, shower screens, foot baths, bidets, faucets, pendants are all available, and they can meet almost all the needs of sanitary ware and experience services. For example, the emperor ware all products three-year warranty, life-long maintenance; service quality is monitored by 100% feedback for three months, and the computer file; 20 km is limited by 24-hour response service; at the same time, let you really feel the StarCraft version of "five Free service, namely: free design consultation, free size, free shipping, free upstairs, free installation.

It is because the word-of-mouth effect has been highly recognized by consumers and authoritative organizations. At present, the emperors have won the "ISO9001", "ISO14000", "three A certification", "environmental protection enterprise", "China's top ten consumer satisfaction brands", etc. A variety of awards, but also exported to the United States, Japan, Russia, Indonesia, Norway, Ukraine and other countries.

Kohler: "TV + Network" marketing Kohler is a US-owned sanitary brand company, and one of its current weapons based on the Chinese market is "TV advertising." 44.87% of the consumers who are familiar with the Kohler brand indicated that they had obtained the brand through television advertisements; and as the sanitary ware products, the store’s publicity advertisements became the second most effective promotion method because of its strong purpose. 28.02% of consumers said that they obtained the Kohler brand through this channel. In comparison, the official website has the lowest efficiency, and only 2.73% of consumers have obtained globrand.com products through this channel. About 90% of consumers who are familiar with Kohler believe that Kohler has a friendly, trustworthy, high-tech, high-quality image. These characteristics have become the basic elements of performance in almost all bathroom advertisements. However, the homogeneity of products has caused consumers to find it difficult to clearly distinguish how the quality and quality of the A brand are compared with that of the B brand. The difference.

Although "television advertising" can convey information to consumers, the homogeneity of information makes the effectiveness of advertising greatly reduced. The homogenization of brand image is a deeper reason for this market pattern. At this point, Kohler thought of developing another communication concept and method - network.

Kohler knows that Chinese consumers have gone through the baptism of many Internet waves and have begun to accept the differences and links between virtual networks and real life. Coupled with the habit of small-scale product network sales, consumers are slowly turning to online shopping habits for large consumer products. So, we started to establish a network sales team and build a platform for online sales. We can refer to some small-product online sales platforms for website construction, and then try to find a set of effective online shopping processes, which saves a lot of store fees for ourselves. Public relations costs and personnel costs, at the same time, to meet the consumer's current procurement fashion behavior.

In addition, Kohler Taobao official website will be launched, this online flagship store will be as good as the real flagship store, proving that it is also very concerned about the Internet. In fact, the network gave Kohler another advantage, which is that it can record customer behavior, because if the consumer came to the store it is difficult to record how much time he spends in the shower room, how much time spent in the bathroom area, but it is easy on the Internet See how long he stayed on this page, what he finally bought, and what were the problems, which is very helpful to Kohler doing channel analysis.

TOTO: "Intelligent Life" mode, whether it is the top-notch technical strength of the show, or bring Wash Washi health experience; whether it is to promote the industry's water-saving 4.8 liters of water-saving toilet, or hydropower Faucet; Whether it is Zhijie technology, super swirling or SMA constant temperature, EcoMAX technology, TOTO's products and technologies will bring users a smart bathroom experience while integrating environmental protection and energy saving into life. This is TOTO's marketing model that uses cutting-edge technology to start smart life.

In fact, many sanitary ware manufacturers have launched water-saving products on the market before this and promoted it with this concept. Responding to the national call and adapting to the city’s environmental protection and water saving requirements, new homes are water-consumption-consuming for sanitary ware in advance. A considerable number of residents have used water-saving sanitary ware while finding that there are many deficiencies in water-saving sanitary ware, especially some Middle and low-end products have caused consumers some problems in terms of odor, rinse, etc. The latest technology from TOTO has made a qualitative breakthrough in the cleanliness of water-saving sanitary ware, and brought good news to the market.

Minimize the use of water for maximum efficiency. TOTO toilet adopts intelligent fuzzy control technology and uses digital fuzzy principle to achieve six-stage control of water volume and intelligent flushing. The super performance of Trinity, Zhijie, and EcoMAX Trinity technology has enabled traditional water-flushing methods to achieve superior water-saving performance. In addition, the use of hydropower technology TOTO faucet not only can reduce the daily needs of a variety of maintenance work, save costs, but also reduce energy consumption, thus protecting the ecological environment.

In addition, TOTO applied the "water and electronics combination" process technology and other related technologies, also created the "Zhijie technology toilet" - due to a unique ultra-smooth surface, and anti-fouling ion layer, make this toilet The cleaning is simple, and the cleaning effect is long-lasting and water-saving. The clean secret of "Zhijie" comes from TOTO's newly developed pottery special glaze. This kind of glaze can form an ion barrier layer on the surface of the sanitary ware. When the dirt comes into contact with the wall, the ion force reacts instantly and ejects it. Beyond the subtle level of ultra-smooth surface, it eliminates the voids that contain dirt. Even if there is dirt, it can be easily washed away, completely preventing the adhesion of dirt and dark spots. The ultra-smooth surface, together with its concise design, makes sweeping a breeze. Even the places inside and around the ware can't be washed clean and unparalleled.

In short, an outstanding marketing model is based on consumer needs, based on experience in obtaining consumer demand and purchasing power information, business community expectations, and organizing various business activities in a planned manner, through coordinated product strategies. , price strategies, channel strategies, and promotional strategies to provide them with the satisfaction of goods and services to achieve corporate goals. Its purpose is to create customers, acquire and maintain customers, re-establish new product concepts, and then enable consumers to germinate the need for new products to achieve the purpose of expanding the market.

Specific to sanitary ware companies, the only thing to do is to break through the limitations of the industry, break all boundaries, subvert all traditions, and jump out of the industry to see the industry. Use new ideas, boldly learn from, and graft on the resources, ideas, and methods of other industries, and use it for my own sake.