Sanitary ware constantly enhance the development, more and more consumers buy sanitary products not only concerned about price, quality, service, and more concerned about brand awareness and business reputation.
If the business or stay in the past in the seller's business philosophy will certainly be at a disadvantage in competition in the market, even market weeded out, the bathroom industry into the era of brand marketing.
Pinpoint positioning precision marketing
Brand is an effective tool enterprises to participate in the competition, but also the enterprise value of the tools and support, not optional, but must choice. Location is the most important issue of brand management, strategic issues but also the company's future development. Facts have proved, never outside their companies, there is no all-encompassing brand. In the information era of rampant flooding and products, the only accurate positioning of the brand in order to be consumer awareness and choice.
Improve competition in the high-end market brand concept
China Kitchen & Bath Works Committee Secretary-General Gao Yan said: China has become the world's largest bathroom products consumer market, many domestic sanitary ware brand performance and quality to meet or exceed the foreign brands, however TOTO, American Standard sanitary ware and other foreign brands use strong financial strength and higher brand awareness, almost a monopoly of Chinese high-end sanitary ware market. Except for historical reasons, the domestic enterprises is not strong brand awareness is an important cause of this situation.
Many companies have said in an interview, "low price, high quality" is their current business philosophy. Some bathroom companies make full use of promotions to attract consumers' desire to buy. Thus, from the second quarter of this year, sanitary industry price war, the situation was getting worse, and even a rare low-cost 199 yuan toilet. This price is clearly lower than the production cost, but the brand must not only equal to sales.
The biggest misunderstanding sanitary industry, there are: the enterprise is equivalent to the brand. In fact the brand is independent of the mental property of the factory, it may belong to you, you can belong to someone else. There are many companies mistakenly believe there is a good product, there is a big brand big factories, the majority of resources into concrete things up, but do not want to invest in brand marketing.
By studying international brand, and with reference to the current market structure point of view, the future development of China sanitary industry will be several trends:
First, there will be a handful of "comprehensive bathroom brand."
Second, there will be "professional brand" Third, there will be "personalized bathroom brand."
Beijia Te Bathroom, head of marketing, said: "White-Boned Demon" class, hoping to use the products of international standards, but they are not sufficient economic strength and very high-end consumer goods, so often the pursuit of "marginalized", such as buying well-known large brand which is relatively low-priced products, special products and so on. Thus, we can put together a lot of products organically, so that the class friends only affordable, but also to give "petty bourgeoisie" to meet. Sanitary enterprises should also pay attention to the key points to win market recognition.