Bold prediction: Six directions for the future of China's sanitary wares

After several turnovers, many bathroom entrepreneurs and industry professionals talk about the current status of the bathroom industry, they can often hear that they compare the bathroom industry with the home appliance industry 5 to 10 years ago. So what kind of state is China's entire sanitary ware industry currently in, what kind of change is he experiencing, and where is the way out? In the process of communicating with numerous bathroom entrepreneurs, media colleagues, and industry associations, the author, on the basis of borrowing a large amount of data, boldly guessed several changes in the future of Chinese sanitary ware, expecting to find some rules from the changes for the industry. Provide some material reference.

One: E-commerce has become an emerging channel for sanitary companies In the process of visits by Nanan Wei, almost all the health enterprises have talked about the important role of the future network platform. In particular, the online shopping platform will occupy an important position in the sales of sanitary products in the future. Among them, the products of Jiumu, Zhongyu and other health enterprises have been sold on Taobao Mall.

With 80,90 consumer groups more and more pro-wine online shopping, more home and bathroom companies will be transferred to the network channels, products have begun to force the network in many ways. With the advantages of low network operation cost, high efficiency, high speed, and easy promotion, some home-based companies have achieved good sales performance. Among them, it is not uncommon for a home store to open an online store. A single bathroom brand online store or online store is also coming out one after another. Consumers can go to the physical store and place orders online and pay the purchase price to the headquarters. The headquarters coordinates the distributors. Delivery, sales and after-sales service shall be borne by the distributor.

The other is a professional home and bathroom e-commerce platform. The core of its operation is online shopping mall and brand cooperation. After entering the product at a low price, it is sold to consumers. Consumers can purchase all the furniture and building materials needed for home improvement online. In addition, some powerful sanitary ware companies, in addition to opening up their own official website as a sales platform, also rely on professional e-commerce platforms to open up multiple online sales points to achieve growth. However, the sanitary ware company's official website is currently not mature as a sales platform. Some sanitary ware companies are more willing to choose some professional e-commerce platforms for online sales.

II: There is no doubt that the barriers to diversification and development of a single game with specialization and diversification have become new profit-making methods for sanitary companies. Such diversification includes product diversification, brand diversification, channel diversification, and market diversification. . In Nananwei Enterprise, most of the company's products have gone into hardware faucets, bathroom cabinets, shower rooms, ceramics and other overall bathroom directions; brand diversification has also begun to be used by some large-scale health-care enterprise groups, such as Zhongyu’s launch of the high-end brand XTIME. Brilliant launch of the European Union bathroom, Shen Luda launched special Tao, Huasheng launched Orwell, this example of multi-brand development abound.

Corresponding to diversification is the specialization, Yuangu, Lida hardware and other enterprises in the development process are adhering to the path of specialization. Faenza Sanitary Ware believes that diversity and specialization are a color-graded process rather than an all-or-nothing relationship. From a certain point of view, diversification and specialization are just differences in business models, and there are no advantages or disadvantages. Diversification can resolve risks and seize opportunities, while specialization can cultivate core competencies and achieve high market status. Diversification attacks from all directions are weak in every aspect, and specialization may result in path dependence and loss of development opportunities.

The goal of a company is nothing but bigger and stronger, and there are only two ways to become bigger and stronger: either specialization or diversification. As a means to realize the maximization of corporate profits, the diversification and specialization of the company's operations are not good or bad. The key is whether or not it meets the current situation and characteristics of the company. Regardless of specialization or diversification, it is a good way to enhance the development of corporate brands.

Three: Talent shortage and labor shortage will promote the transformation and upgrading of enterprises. It is now a rapidly developing society. Talent shortages and labor shortages are major problems in the industry. During these enterprises visiting Nan'an, they encountered the problems encountered during the development of enterprises. When difficult, almost every company mentioned the problem of talent shortage and labor shortage.

In the author's opinion, the situation in Nanan is similar to that in Chaozhou. Nanan and Chaozhou are located in relatively remote areas. Most of the companies are operating mainly in the family mode. They do not pay enough attention to marketing, and their operating mechanisms are relatively backward. Mature talents usually reflect their own values. All regions will look for better conditions or companies to find a broader platform. In the employment of general workers, the entire manufacturing industry is facing the same problem. The new generation of the post-80s and post-90s labor force is no longer adapted to the extensive production environment. As they grow in the new era, they are unable to adapt to the heavy and difficult conditions. Work in the environment. In the process of the visit, the author visited the production workshop and felt that the problem of high temperature and loud noise is still a hidden problem in the current SMEs. Therefore, the cruel operating environment has been unable to adapt to the survival of a new generation of labor.

So how to solve the problem of labor shortage? The entrepreneurial door of Nan'an puts forward two important points. One is to strengthen the construction and management of humanized facilities, and the other is to change the production mode to increase the efficiency of employment.

On these two points, many efforts have been made on the brands of Nanan First and Second Lines represented by the four major families (Brilliant, Jiumu, Zhongyu, Shenlu). In terms of warmth management, the employees' air-conditioning apartments, hotel suites, factory kindergartens, sports halls, entertainment venues and other infrastructure and livelihood projects represented by Brilliant, Zhongyu and Shenluda not only made employees feel the “home” feeling, but also allowed The people in the industry saw the humanistic care of Nanan enterprises. In transforming the production mode, brand companies of Nanan No. 1 and No. 2 have discarded the old production model and set off a new round of reform and upgrading. The powerful companies, through technological transformation, the re-layout of industrial parks, and the use of semi-automated and automated equipment, have achieved perfect harmony between the environment, people and life. This transformation and upgrading of the company consumed a huge amount of money in the short term, while the long-term benefits have come. The CEO of a well-known brand stated that this kind of income is not only the return of capital, but also the income of people and government support. Unchanged enterprises still retain sanitary ware companies with poor working conditions, poor living conditions, poor salary structure and poor prospects for development. They will soon disappear in Nanan.

Therefore, companies must spend more time thinking about how to better and faster realize the long-term strategic development of the magnificent transformation and upgrading, as long as the transformation and upgrading of enterprises in place, the problem of enterprise labor will also be solved.

Four: Big brands compete for market Small brands will gradually disappear. “2011 is the most difficult year for the development of Chinese sanitary ware.” Some insiders said that the entire bathroom market today is not optimistic and the situation is even worse than the 2008 financial crisis. This is indeed the case, ceramic anti-dumping, real estate policy control, bank monetary tightening, rising raw material labor costs, overcapacity in sanitary ware companies, and weak end-market performance, all of which have added to the already difficult companies.

Judging from the current development situation, almost all sanitary industry professionals have this view: At present, there is no one company's sales can account for 5% of the market. Comparing this data to other industries, it means that sanitary enterprises are “small, chaotic, and poor.” Indeed, there are thousands of companies engaged in sanitary ware production in China. Only Nanan Cangzhen and Yingdu Town have large and small sanitary ware brands. More than one, most of them are small and medium sanitary companies.

In the course of a few days of visits, entrepreneurs in Nanan have put forward the same point of view, that is, the current sanitary ware companies are still in the stage of melee, and the monopoly effect of big brands has not yet formed. The bathroom market is just like the home appliance market 5 to 10 years ago. After a period of reshuffling, only a few brands will finally compete for the market. Some small and medium-sized brands have either been merged or eliminated by the market, and the overall industry reshuffle rate will further increase.

V. The first-tier and second-tier market transfer countries’ purchase restriction policies have had a relatively large impact on the real estate market in first-tier cities. These measures have caused the transaction volume of commercial housing to shrink. However, in some second-, third-tier cities, the real estate market is very popular. According to statistics from the National Bureau of Statistics from January to May, real estate investment in residential buildings has increased by 37.8% year-on-year, and the volume and sales have increased by 16%. , But the volume of transactions in the first-tier cities has fallen, but where does this growth come from? Of course it is from the second line or in the third and fourth line cities.

With the accelerating urbanization process and the development of the third and fourth-tier market economies, people’s living standards have been continuously improved, and their spending power is rapidly increasing. This is a very promising market. According to estimates, urbanization in China will increase from the current 40% to 70% in the next 20 years. According to industry insiders, in small towns, where hundreds of millions of consumers have a certain level of spending power, the total household income of small towns is already about 50% higher than that of the first and second-tier cities, and in the next 20 years, small towns Households with more than 35,000 middle-aged income will increase by 7.6 million each year, which is faster than urban growth. China's indigenous sanitary ware companies should make full use of their local advantages, expand the vast three or four levels of market, and constantly develop the market is the key point.

VI: Environmental Protection, Simplicity, and Intelligence Lead the Market Lin Xiaofa, president of Nine Livestock, wrote on his Weibo. "The core of future development is brand marketing and product development." Indeed, in product research and development, products that meet market demand have vitality. So what kind of products have vitality?

With the increasing scarcity of available water resources in China, the simple environmental protection of sanitary ware increasingly meets the needs of many consumers. The washbasin is no longer blindly pursuing the luxury of marble countertops; toilets are no longer bulky and bulky, but are more about designing and innovating on the theme of simplicity and environmental protection. More consumers tend to be more rational. When they purchase sanitary ware and other products, they will consider more about their environmental protection and simple factors. Simple and environmentally-friendly sanitary ware products have become popular.

With advancements in technology, bathroom products are constantly merging more and more technological content. Smart thermostat baths, smart toilets, and smart taps will undoubtedly bring consumers more comfort and enjoyment.

Health and water saving are the main themes of sanitary ware for many years. Nowadays, the design ideas of sanitary ware products are new. Manufacturers are still designing and researching and developing innovative sanitary ware products. Many new products have been introduced to the market one after another, and multifunctional washing basins. , Beautiful and practical bathroom cabinets and toilets that are more aesthetically pleasing are gradually becoming popular with consumers.

Technology leads life, and environmental protection optimizes life. In this era of consumers' attention to the texture of consumerism, good products and products that meet consumers' needs and times demand can be favored by consumers.