How to compete for a higher share of the high-end bathroom market?

Quanzhou bathroom brand has become a force that can not be ignored, and is gradually becoming the “third force” that changes the high-end market of sanitary ware. In the near future, Quanzhou plumbing sanitary ware brand represented by “brilliant plumbing, Jiumu Sanitary Ware, Zhongyu, and Shenluda” has exerted various measures after exerting itself for nearly 30 years and began to challenge the American brands represented by Kohler and Japanese brands represented by TOTO. Analysis of the industry, Quanzhou brand will be the next step in the production, retail, construction terminal and other areas in an all-out effort to compete for a higher share of the high-end bathroom market.

Build Network: Expansion Terminal

Among the numerous plumbing and sanitary brands in Quanzhou, Zhongyu has the most competition for the domestic market. The brand was mainly exported to Europe and grabbed a market in Europe. It recently returned to Quanzhou to hold a press conference and announced that it will fully enter the domestic market this year.

According to CAI Jilin, vice chairman of Zhongyu Building Materials Group, he returned to China from Europe, restarted the domestic market, established a marketing center, hired brand consultants, established a complete product line, formulated marketing policies and marketing tools, participated in exhibitions, etc. Establish a good domestic trade base in the industry. He disclosed that this year its target sales amounted to 500 million yuan, plans to invest 50 million yuan in marketing expenses, built sales networks throughout the country, and set up 1,000 franchised stores and 3,000 franchised stores. Among them, it also plans to open large-scale flagship stores in Beijing, Shanghai, Guangzhou and other cities to fully enhance its brand image.

Similarly, the brilliant Plumbing Group will also work on the terminal. Wang Jianye, chairman of the brilliant plumbing group, revealed that this year it will continue to integrate marketing, and strive to double sales again, achieving a goal of 5%% increase in market share. According to reports, this year it will set up flagship stores in each provincial capital city and set up specialty stores in prefecture-level cities. At the same time, it requires provincial-level cities to have a store area of ​​more than 100 square meters and a city-level store to be more than 60 square meters. Fully promote and establish its own brand image shop. Brilliant Plumbing has established more than 2,000 sales outlets, and its sales performance has doubled from the previous year.

Jiumu said at the recent annual meeting of dealers that it will continue to expand its share of foreign markets in the Middle East, Southeast Asia, etc., after completing the deployment of the domestic market and the nation’s initial integrated sales network system. It is understood that it has opened 4S stores of a national brand in Dubai in the UAE and Hanoi in Vietnam respectively.

In this regard, Deputy Commissioner Yang Ran of the Fujian Plumbing Bathroom Valve Industry Association believes that only a sufficient number of stores can form a strategic advantage in order to generate sufficient brand shock and give consumers more powerful reasons to buy. He believes that the rise of China's plumbing and sanitary companies must improve product quality, establish a brand, and increase product added value to overcome the impact of unfavorable factors such as rising raw materials.

Cai Jian, president of Fujian Plumbing Bathroom Valve Industry Association and chairman of Zhongyu also believes that enterprises in Quanzhou can participate in international competition in the European market, indicating that the quality and process of Quanzhou enterprises are not weaker than their international counterparts.

In recent years, overseas brands have rushed to attack the domestic market. According to the survey results of the Fujian Plumbing Bathroom Valve Industry Association, the top 20 famous brands in the world have all entered China and are directed at the high-end market, and are currently advancing towards the midstream and downstream markets. Such as American Standard, TOTO, Kohler, British pottery and other international predators, not only to the products shipped to the domestic market sales, but also in China invest heavily in building factories, to achieve the localization of production and sales. It is reported that American Standard and Kohler have OEM companies in Nanan.

According to industry analysts, the profits of high-end sanitary ware products are much higher than those of low-end products. Overseas brands use powerful financial strength and high brand awareness, and currently swept almost the entire high-end sanitary ware market in China and adopted various measures to grab ** products. market share.

Spelling Technology: Focusing on R&D

"Technology innovation, pushing new products, and rushing into the market" is a major measure for Quanzhou plumbing giants to cope with competition.

Shenluda first introduced touch-type temperature control integrated sanitary products nationwide, trying to change the industrial structure of the domestic sanitary industry.

At the same time, at the same time, Zhongyu also released a newly developed product with a European fashion style - the Sige series of single-handle faucet products and double-handle faucet products. It is also preparing to join forces with famous European design companies to set up an R&D center in Germany and to recruit European top designers to provide design services. According to reports, Zhongyu’s R&D center in Germany will be designed by contracting designers of European design companies to design products for the company.

“In recent years, with people’s demands for environmental protection, fashion, safety and other aspects of the product, and the emergence of “one household and multiple guards” in ordinary households, the scientific and technological content requirements for sanitary products have greatly increased, and companies must increase Investment in this area, said Hong Guangming, chairman of Shenluda Group.