Focus on the three major markets of the ceramic sanitary ware industry

After more than 20 years of hard work, domestic ceramic sanitary ware has made major breakthroughs in development. From the previous single route to the current diversification, products have grown from traditional ceramic sanitary ware to smart sanitary ware, and production companies have grown from dozens to hundreds. China has become the world's largest producer of ceramic sanitary ware. However, we must see that China's ceramic sanitary market still has a lot of drawbacks.

The three major market disadvantages of the ceramic sanitary ware industry and the two major external pressures are mainly reflected in the following points: Most sanitary ware manufacturing enterprises have low product quality, relatively low level of production management and other issues, and can only conduct internal vicious competition in the low-end market. Poor, it is difficult to enter the market of high-end, high-margin products that are occupied or even monopolized by foreign brands. The formation of traditional low-grade sanitary ware products has become saturated or even surplus, but there are still considerable gaps in high-end sanitary ware products.

There are two difficulties in front of the Chinese ceramic sanitary ware industry: On the one hand, the Chinese government’s increase in real estate macro-control efforts has objectively caused a slowdown in the growth rate of domestic real estate investment, bringing it to the sanitary ware industry related to real estate. Pressure; On the other hand, with the termination of China’s WTO five-year transition period, internationally renowned giants in the sanitary ware industry have competed to settle in China, and market competition will become fiercer.

In the dilemma of ceramic sanitary ware industry, the increasingly fierce market competition for breakouts and the introduction of new policies to regulate the real estate industry are bound to accelerate the pace of structural adjustment of the ceramic sanitary ware industry. The industry reshuffle will further accelerate, with some industries having low correlation and low added value. Enterprises with low efficiency, backward technology, and structural conflicts are bound to be eliminated.

At present, China's high-end ceramic sanitary ware industry is still in an era of brand vacancy. Domestic sanitary ware companies are generally small in size, and their competitiveness in capital, market, technology and information is not very strong. Even if some companies have unique technologies and processes, due to their unobvious brand advantages, the market potential is not fully realized. Moreover, the “star standard” that has been guiding the consumption of domestic sanitary wares is also “less rational” compared to “technical standards”. It also “slightly loses fairness” to Chinese ceramic sanitary ware companies, and can only cause the people themselves to suppress their own markets. After the end of the five-year transitional period of WTO, the large-scale intervention of foreign ceramic sanitary ware brands will intensify this contradiction, and cause local ceramic sanitary ware companies to face unprecedented challenges.

In the wave of market economy, only those companies that have strength and stand the test of the market can continue to stand in the forefront of the turbulence; those who do not have strength and rely on speculation will be submerged in the tide of the market. The simple price war will only lead to a disparity in terminal retail prices, which will be detrimental to the long-term development of the enterprise. If companies want to be able to get out of the market and hope to get better development, they can only choose value wars rather than price wars.