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Interpretation of the development characteristics of Dongguan bathroom hardware industry brand
Throughout the domestic sanitary ware market, international sanitary ware brands have occupied half of the country. Because internationally renowned sanitary ware enterprises have advantages in management, technology, branding, etc., in terms of marketing, channel integration and capital chain, they are more advantageous than domestic enterprises. The brand competition in the entire sanitary ware market will be even more fierce in the next few years. However, at this stage, it is a good time for China's urbanization construction of sanitary building materials consumption, and Guangdong Foshan, Jiangsu and Zhejiang and Fujian have formed a sanitary industry cluster, which is an opportunity for Chinese sanitary ware. Then, in this situation, how should small and medium-sized sanitary ware companies deal with the challenge? Is it to shape their own brands or “make clothes for others†– OEM production? Is it to occupy potential market segments or to compete for existing markets? And what do bathroom dealers think about these problems? With these questions, the author recently interviewed Dongguan bathroom companies and sanitary ware dealers. Dongguan City is located in the south-central part of Guangdong Province, on the east bank of the Pearl River Estuary, connecting Guangzhou to the north and Shenzhen to the south. It is adjacent to the Foshan Sanitary Ware Industrial Zone and has obvious geographical advantages. There are famous brands such as Marco Polo, Cassio and St. Jazz, as well as famous brands such as Botai, Jinchi, Longbang and Jiahong. The author interviewed these sanitary ware enterprises, summed up the process and characteristics of the brand development as follows: First-line sanitary ware brand “flowering outside the wall†In Dongguan, Marco Polo, Cassio and St. Ya sanitary ware belong to the first-line brand. Marco Polo mainly produces ceramic tiles and toilets. It is a self-owned brand; Cassio is a sanitary brand invested by Switzerland in Thailand, with an annual output value of 200 million. The products sold in China are mainly imported from Thailand; and Shengya sanitary ware is a Hong Kong-owned enterprise. Acting for swimming pool equipment in Finland and the United States. These three companies have great influence in the industry. Except for Marco Polo, Cassio and St. Jazz are not well known in Dongguan. The reason is that Marco Polo pays attention to the Dongguan base camp, while Cassio and Shengya sanitary ware are mainly export-oriented, and sanitary products are mainly in the high-end route. Shengya Sanitary Ware is constantly developing into a series of diversified and standardized products. Newly developed products include high, medium and low grade products. Cassio's bathroom products are mainly used in top luxury homes, star hotels, high-end clubs and large public projects. Due to the difference in the target consumer market, the company combined its own development and channel characteristics, resulting in the popularity of the above two sanitary ware brands in the Dongguan market is not very high. The second-line sanitary ware brand independent innovation wins the market first-line brand pays more attention to the middle and high-end market. Then, what is the market strategy of the second-line sanitary ware brand? A local enterprise that produces smart sanitary ware products has regional representativeness, and the manufacturer has advanced European production lines. It is currently one of the strongest enterprises in China's environmental protection and energy-saving water tank production capacity, and the annual sales of water tank equipment is 30,000 to 40,000 sets. The company is mainly engaged in research and development, production of sanitary ware and water tanks. It has a front-end technology research cooperation institution and patent technology, and product innovation is fast. From the research and development of sanitary ware and water tank fittings to design and manufacture is a one-stop process. The person in charge of the company told the author about the process and characteristics of the company's creation of the independent bathroom brand: The company initially produced bathroom water tank equipment. After 2005, the company complied with the changing trend of the market, combined with the results of foreign research, that the future sanitary ware market, smart bathroom will be a major trend; because the intelligent bathroom in automatic flushing, seat heating, warm air drying The company's decisive decision to develop and produce smart toilets, water-saving and environmental protection and clean and deodorant features. The launch of this product line is the need of long-term strategic development of the company, and smart bathroom is also a trend of technological innovation. For many of today's bathroom products adopting the form of celebrity endorsement, the company does not blindly follow the trend. They advocate the concept of safety, comfort and environmental protection, directly returning actual profits to consumers, reducing product costs and improving competitive advantage. Although in today's market, smart bathroom is a high-end product, the price is a bit expensive, but the company's goal of developing a smart bathroom is to let the product enter the ordinary people's home, so that the average consumer can also afford it. At the same time, in terms of after-sales service, they promised to "solve the problem in 48 hours." Specifically, throughout the country, the product has quality or assembly problems, and the service personnel will arrive within 48 hours to solve the problem in the shortest time. Since the company originally produced water tank equipment and has a wide market channel in urban areas, they will use this channel to let smart sanitary ware take the road of “urban encircling the cityâ€: first occupy the low-end market of small and medium-sized cities, and then combine the central city. The general agent, to expand market share, to the high-end market. Since many sanitary ware brands use experiential marketing to promote sanitary ware products in the form of specialty stores, so that customers can experience products personally, the company will also consider the mode of specialty stores in the future development, so that dealers and agents can be combined. The reason why we have chosen to create a brand in Dongguan, the main reason is that there is a geographical advantage in Dongguan: Dongguan is located in the Pearl River Delta economic circle, not only economic and foreign trade prosperity, but also very developed transportation, which is also very important for enterprises to open up overseas markets. There are benefits; in addition, Dongguan has many production bases of world-renowned electronics companies. Smart bathroom will involve many electronic components. Dongguan Weiqi can concentrate on purchasing, not only mature technology, but also multiple choices, which can reduce procurement costs. Some smart sanitary ware manufacturers either produce only phantoms or only produce part of the structure, lacking manufacturing and integration capabilities. However, the company can produce a whole set of products and sell them as a whole, which is conducive to improving the competitiveness of manufacturing companies. In a modern society where the market economy is developing at a high speed, if enterprises want to develop, competition will be inevitable. However, there is an opportunity for competition. Enterprises should face difficulties and overcome difficulties to produce quality products. The company takes the following measures to deal with the changes in the competition of sanitary ware brands in the future: First, build quality. In the procurement of smart toilet electronic devices, not only relying on the advantages of Dongguan, the "world electronics manufacturing base", but also purchasing a large number of electronic components from abroad, can effectively ensure the intelligent technology of smart toilets. The consumption concept of smart toilets is water saving, safety, environmental protection and comfort. The requirements for technology and electronic components are very strict. Second, process supervision. The company implements strict production supervision, refines it to individual employees, and adopts a special person responsibility system. Third, the quality test. Destructive testing is required before the product goes to market, in order to make the products used by consumers safer and more reliable. In the course of the interview in Dongguan, the author also investigated the building materials city of Dongguan Luosha Building Materials Decoration City and Humen, and had a dialogue with the local sanitary ware dealers. Among the randomly sampled local sanitary ware brands, many dealers told the author that they are not aware of the sanitary ware brands in Dongguan, mainly operating international famous brands and Foshan sanitary ware brands. Some dealers believe that Dongguan has not formed a sanitary industry cluster, the popularity of sanitary ware brands needs to be improved, and channel construction needs to be improved. In the sanitary market, due to the difference between urban and rural consumption, some small and medium-sized sanitary ware brands are mainly stationed in small towns and rural families. Therefore, whether it is to create a self-owned sanitary ware brand or occupy the future sanitary ware market, for SMEs, it is necessary to be cautious. Choose a corporate development strategy. Through the analysis of market trends, shaping independent brands will be more and more valued by more sanitary companies.