The world is changing rapidly, 2012 is on schedule, and at the beginning of the new year, everything is prosperous. Numerous sanitary companies have been tired of 2011 and are looking forward to 2012. In what direction should we face more challenges in the new year? What kind of strategy will allow companies to achieve significant growth? Recently, the reporter conducted in-depth exchanges with some insightful people in Fujian Sanitary Enterprise to discuss the road to development in the new year.

Bathroom development space under real estate control According to statistics of a real estate company, ten cities in the country have explicitly announced that they will continue to implement the housing purchase policy in 2012, including major consumer cities such as Kitakami, etc., in order to further consolidate the regulatory results and promote the healthy development of the real estate market. . In this regard, what is the sanitary affair enterprise that is closely related to the property? Some people in the industry believe that there is no need to hold a pessimistic attitude toward the continuation of real estate purchase restriction policies. Instead, they must be viewed in two separate ways. This policy is a macroeconomic regulation and control method of the national economy. It aims to control the real estate price rise. It is a rational economic policy closely related to people's livelihood. While implementing the "real estate purchase restriction" policy, the state also focuses on the advancement of the "new rural construction" and "western development." Here also contains a huge room for development of sanitary companies.

At present, the market saturation rate of the domestic sanitary ware industry is only about 23%. There are still a lot of market gaps in the “new countryside” and the vigorously developing “western cities”, which are based on the market diversion of the domestic sanitary ware industry, of course, including OEM and Diversion of exports, in 2012 the plumbing market will steadily rise. However, it must be said that the speed of the "new countryside" and "western development" is a gradual process. In 2012, the rising trend of the sanitary ware industry will not leapfrog.

Brand construction is the only way for Sanitary companies. Sanitary companies in China must strive to create independent big brands and use brand differentiation to dominate the international and domestic markets. This is the only way for sanitary companies. The so-called brand effect is the customer's recognition of corporate brand culture. At present, the products produced by the domestic sanitary ware industry have been aligned with the international big brands in terms of design concept, function, appearance, etc. Many quality even surpass international standards. However, international big brands surpassed domestic enterprises in terms of visibility and brand culture management, which led to the lack of obvious brand effect of domestic companies.

“Brand effect management should start from the national culture in China, do a good job in promoting and guiding the brand culture, and combine brand culture interpretation with Chinese culture in terms of cost performance and practicality, and at the same time strengthen the awareness of maintaining intellectual property rights. Management, the formation of a unique style to achieve the highlight of the brand effect.” One industry insiders said.

Sanitary companies should develop toward the diversity of products and adapt to the market environment to make targeted adjustments and changes that are critical for sanitary companies. The concept of sanitary products has far exceeded the traditional concept of the past. As a symbol of modern luxury life, it enters every aspect of people's lives. In addition to having hygiene and cleaning functions, it should also include health care functions, enjoyment functions, and entertainment functions. In terms of the use of functions, only flushing methods of sanitary ware products have occurred such as rotary rush type, silent type, slanting type, straight drop type, siphon type, and jet type. The appearance of sanitary ware products includes one-piece toilets, bidets, squatting pans, urinals, mop bowls, column-type or table-top scrubbers. In recent years, sanitary ware has also introduced a series of ancillary products with leisure-style baths, cabinets, steam rooms and other functions. Therefore, it can be predicted that the sanitary ware market will show a variety of development trends in the future. At the same time, sanitary ware companies should adapt to the trend, carry out personalized space design and overall arrangement for the customers' kitchen and bathroom space, rationally utilize customer kitchen and bathroom space from a professional point of view, and integrate customer's home improvement style to show individuality. This is the key to the sanitary business winning in 2012 and winning in the future.

The basic technology of the sanitary ware company lies in the low price of the domestic sanitary ware brand, which not only lacks its own core technology, but also cannot control the right to speak in the industry, and it is also subject to trade barriers in foreign trade that are manufactured by harsh technical standards in other countries. It is imperative for China's sanitary ware companies to rely on scientific and technological innovation to upgrade their industrial standards, and to shift from labor-intensive and resource-intensive enterprises to technology-intensive and capital-intensive ones.

A person in charge of a building materials company stated that the necessity of improving the core of technology is a prerequisite for the existence and development of the company. Emphasis on the hardware investment, through the improvement of production processes, improve the formula to reduce costs and improve yield. At the same time, in the production process, high-tech means are used to save energy, reduce consumption, increase the loading density, and develop small-sized products without affecting the functions. Through these measures, it will lay a foundation for winning a beautiful one in 2012.

Sanitary companies cannot ignore the market potential of third- and fourth-tier cities Chinese sanitary ware companies need to be bigger and stronger to avoid developing markets. Most of China’s third- and fourth-tier markets are small towns that are not attracting attention, but they have hundreds of millions of lives. Consumption consumers, therefore, Sanitary companies to develop small towns market is an inevitable trend of China's economic development, but also in line with the central government to develop strategic planning for county economy.

Some companies have put forward some strategies for developing third- and fourth-tier cities. First of all, according to the living habits of third- and fourth-tier city residents, tailor-made to develop cost-effective products; Second, establish a sales network, to develop a set of applicable consumption patterns for the consumption habits of third- and fourth-tier city residents, organize the strength of market research, Formulate development strategies and train local sales personnel. Third, reduce logistics costs. Under the current trend of home appliances going to the countryside and autos going to the countryside, companies use existing approaches to share resources and reduce logistics costs through synergies. “The market is changing rapidly. In the actual sales process, there are many uncertainties. However, in 2012, the sales of sanitary ware companies focused on the third and fourth tier cities. In my opinion, it is a wise move.”

Sanitary companies should commit themselves to the development of the international market. The development of the international market has ample and unquestionable reasons. One is the need to digest excess production capacity. The current status of China's ceramic sanitary ware industry is that supply exceeds demand, many companies digest production capacity through export trade, maintain enterprise development, and even if a price war occurs, they cannot undermine the thirst for the international market. The second is the need to create a world brand. The Chinese ceramic sanitary ware industry has developed rapidly. There are no lack of companies that are eager to create world famous brands. They need to develop and cultivate the international market. Participating in the competition in the international market can not only train the team, learn advanced ideology and management model, enhance the quality and internationalization level of the company, and create core competitiveness, but also help the company grow and develop, and create international companies and world famous brands.