The continuous development of sanitary wares in China has increased, and more and more consumers are not only paying attention to product prices, quality, and after-sales services, but also paying more attention to brand awareness and business reputation. If the company still stays in the business philosophy of the seller's market in the past, it will certainly be in a disadvantageous position in the market competition, even if the market is ruthlessly eliminated, and the sanitary ware industry has entered the era of brand marketing.
Enhancing Brand Concept Competition High-end Market Gao Shiyan, Secretary General of the China Kitchen & Bathroom Engineering Committee, said: China has become the world's largest consumer market for sanitary products, and the performance and quality of many domestic sanitary brands have reached or even exceeded foreign brands. However, TOTO, American Standards and other foreign bathrooms The brand utilizes strong financial strength and high brand awareness, almost monopolizing the high-end sanitary ware market in China. In addition to historical reasons, the lack of brand awareness among domestic companies is an important reason for this situation.
Many companies have said in an interview that "low-end prices, high-end quality" are their current business philosophy. Some sanitary ware companies make full use of promotions to attract consumers' desire to buy. Thus, starting from the second quarter of this year, the sanitary ware industry hit a price war with increasing intensity, and even a rare low price of 199 yuan for toilets. This price is obviously lower than the manufacturing cost, but the brand is not only equal to the number of sales.
At present, the biggest misunderstanding in the sanitary ware industry is: equate the company with the brand. In fact, the brand is a spiritual property that can be independent of the factory. It can belong to you and it can belong to others. Many companies mistakenly believe that with good products, big factories have big brands, put most resources into specific things, and are not willing to invest in brand marketing.
Accurately positioning accurate marketing brand is an effective tool for enterprises to participate in competition, and also a tool and carrier for realizing enterprise value. It is not optional but a necessary choice. Positioning is the most important issue for the brand operation, and it is also a strategic issue for the future development of the company. Facts have proved that there has never been a size-taking enterprise, nor is there an all-encompassing brand. In the era of proliferation of information and proliferation of products, only brands with accurate positioning can be recognized and selected by consumers.
Through the study of international brands, and with reference to the pattern of the current market, the future development of China's sanitary industry will appear several trends: First, there will be a few "comprehensive sanitary brand", and second, there will be "professional brand †Third, there will be “personalized bathroom brandsâ€.
The person in charge of Beigat sanitary ware marketing stated that the “Bone Bone Fine†class hopes to use products with international standards, but their economic strength is not enough to consume very high-end products, so they often pursue “marginalizationâ€, such as buying famous brands. Brands with lower price, special products and so on. Therefore, many products can be combined organically, so that this class of friends can not only afford to spend, but also get the "petty" satisfaction. Sanitary companies must also pay attention to key points to win market recognition.
Enhancing Brand Concept Competition High-end Market Gao Shiyan, Secretary General of the China Kitchen & Bathroom Engineering Committee, said: China has become the world's largest consumer market for sanitary products, and the performance and quality of many domestic sanitary brands have reached or even exceeded foreign brands. However, TOTO, American Standards and other foreign bathrooms The brand utilizes strong financial strength and high brand awareness, almost monopolizing the high-end sanitary ware market in China. In addition to historical reasons, the lack of brand awareness among domestic companies is an important reason for this situation.
Many companies have said in an interview that "low-end prices, high-end quality" are their current business philosophy. Some sanitary ware companies make full use of promotions to attract consumers' desire to buy. Thus, starting from the second quarter of this year, the sanitary ware industry hit a price war with increasing intensity, and even a rare low price of 199 yuan for toilets. This price is obviously lower than the manufacturing cost, but the brand is not only equal to the number of sales.
At present, the biggest misunderstanding in the sanitary ware industry is: equate the company with the brand. In fact, the brand is a spiritual property that can be independent of the factory. It can belong to you and it can belong to others. Many companies mistakenly believe that with good products, big factories have big brands, put most resources into specific things, and are not willing to invest in brand marketing.
Accurately positioning accurate marketing brand is an effective tool for enterprises to participate in competition, and also a tool and carrier for realizing enterprise value. It is not optional but a necessary choice. Positioning is the most important issue for the brand operation, and it is also a strategic issue for the future development of the company. Facts have proved that there has never been a size-taking enterprise, nor is there an all-encompassing brand. In the era of proliferation of information and proliferation of products, only brands with accurate positioning can be recognized and selected by consumers.
Through the study of international brands, and with reference to the pattern of the current market, the future development of China's sanitary industry will appear several trends: First, there will be a few "comprehensive sanitary brand", and second, there will be "professional brand †Third, there will be “personalized bathroom brandsâ€.
The person in charge of Beigat sanitary ware marketing stated that the “Bone Bone Fine†class hopes to use products with international standards, but their economic strength is not enough to consume very high-end products, so they often pursue “marginalizationâ€, such as buying famous brands. Brands with lower price, special products and so on. Therefore, many products can be combined organically, so that this class of friends can not only afford to spend, but also get the "petty" satisfaction. Sanitary companies must also pay attention to key points to win market recognition.