In July, the Sanitary Professional Committee of the National Chamber of Commerce and Industry Furniture and Decoration Chamber of Commerce, together with Sina Home and other media, visited several well-known sanitary ware companies such as Eagle, Anhua and Oupai in Guangdong. The development status was investigated and interviewed.

China's market demand is large enough

The bathroom cabinet industry, as a marginal new industry produced by the intersection of the furniture industry and the sanitary industry, has flourished like mushrooms in just a few years, and various bathroom cabinet products have emerged endlessly. During the interview, major companies have expressed that the potential of China's bathroom cabinet market is huge. The state's policy on affordable housing also conveys such a message. The guaranteed housing will undoubtedly strongly promote the demand for bathroom products. The next five years will be the five years of rapid development of China's bathroom. China's bathroom cabinet industry started to export only Ma bathroom, and now it mainly focuses on the domestic market. Many well-known foreign bathroom cabinet manufacturers have also grabbed the Chinese market.

At present, the competition in China's bathroom cabinet industry is mainly manifested in the market competition between local brands and international brands. Since the 1990s, international sanitary wares have entered the Chinese market and firmly occupied China's high-end market share. With the rapid development in recent years, the market share of domestic domestic bathroom brands, which started relatively late, has also shown a gradual upward trend.

Local OEM international well-known brands

During the interview, I learned that many foreign brands will choose to establish production lines in China for product production after entering the Chinese market, but most foreign brands use OEMs in Chinese factories to reduce operating costs. According to industry insiders, the majority of some well-known international sanitary wares are manufactured in China. The products produced in the same factory are quite different in price. The price of foreign brand sanitary ware produced in China is tens of thousands of yuan, and domestic brands can only sell for several thousand yuan or even lower.

In recent years, with the development of China's bathroom cabinet industry, China has gradually become the "processing center" of the world, and some excellent national brand bathroom cabinets have possessed the strength to compete with international brands on the same stage. Since they are familiar with China's national conditions, domestic excellent brands can be more thoughtful and practical for consumers in terms of material use, space design, and production services. The price advantage of domestic brands has made Chinese people unprepared for "foreign brands".

Brand power dominates the core of the market

There is an ad that believes in the power of the brand. Indeed, the brand is a force that dominates the core of the market. During the visit to Eagle Sanitary Ware, the author learned that the brand's sanitary ware products have become the current Spanish Roca's wholly-owned brand. The relevant person in charge said that the biggest difference between domestic brands and foreign brands lies in brand building. Due to the low threshold and lack of industry standards, the domestic market presents a state of disordered competition. Liu Guangren, general manager of the Anhua Sanitary Ware Division, believes that the current status of the sanitary ware market is like the home appliance industry seven or eight years ago. The presence of more and more small businesses and small workshops has caused a chaotic pattern and the market is becoming more and more homogeneous This phenomenon is a severe test for the viability of an enterprise.

The formation of brand power does not happen overnight, but in the long-term persistence of the enterprise. Liang Qixun, general manager of Oupai Sanitary Ware Division, said that China's manufacturing industry is huge but lacks confidence. According to industry estimates, there are as many as 1,000 sanitary ware enterprises in Guangfo area, but no more than 25 enterprises have real viability. Yan Bangping, general manager of Faenza Business Department, believes that companies should build their brands with a solid mindset of being an industry and a century-old store, and strive to let the brand penetrate the hearts of the people.

External environment prompts companies to break through

The sanitary ware industry belongs to the "three high" (high pollution, high energy consumption, high consumption) industry. Under the environment where the country advocates sustainable development, on the one hand, the natural environment must be considered, and on the other hand, enterprise development must be pursued. How to achieve a win-win situation will become a problem for enterprise development. At the enterprise symposium, the relevant person in charge of Xinhai Jialan told the author that the current state has a relatively strong restriction on electricity consumption, which is limited to 2 to 3 days a week in local cities. Powerful enterprises must generate electricity by themselves when purchasing equipment. Other companies that do not have the strength can only stop work. In the case of tight supply of raw materials and scarcity of resources, some companies even propose that they can modify the production formula to respond to changes in the external environment even after five years. In addition, the sanitary ware industry is a labor-intensive industry, and the difficulties caused by the aging of skilled workers and the shortage of human resources will make some enterprises feel the pressure of survival.

With the increasingly severe external environment of the industry, some companies are actively seeking breakthroughs and proposing ideas for differentiated competition. With the change of the consumer body, the consumption trend has also changed accordingly. Bathroom cabinet enterprises will also develop from the original production of standard products to custom-made products now. Some companies are trying to take the high-end route. market share.


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