In recent years, the demand for ceramics and sanitary facilities in China will reach 34 million, and it will become the world's largest consumer market for ceramic sanitary ware products. Last year, the output of ceramic tile and ware products reached 7.5 billion square meters and 177 million pieces respectively, occupying the world The total output of building sanitary ceramics is 60% and over 40%. The annual growth rate of products exported to Europe, the United States, Japan, Korea, and the Middle East is 50%. From this trend analysis, the Chinese ceramic sanitary ware market is quite optimistic and has a large amount of rigid demand, which can be described as a very good market.
The sanitary ware industry is like a biological chain. No one can do it. In the long-term market competition and survival of the fittest, the ceramic sanitary ware market has also exposed many drawbacks, which has hindered the development of the entire ceramic sanitary ware company. According to the survey of Xiao Bian, So far, it has mainly reflected in the following aspects:
One of the problems: The market is very good but the products cannot be sold. However, due to the combination of factors such as the regulation of the housing market, rising raw material prices, rising labor costs, and continuous floods and droughts, the domestic ceramics industry is in a downturn. Recently, Zibo, Shandong Province, Sichuan Province Jiajiang and Yunnan production areas have also emerged in a large area of ​​production. In view of the frequent occurrence of “overcapacity†and “saturation of the market†in the industry, for those small and medium-sized sanitary ware companies, as more and more rational consumers do not plan to pay for it, the pressure on product backlog is quite high. Large, some had to stop running some of the production lines.
The ceramic sanitary ware industry is still very traditional in terms of management and marketing. The quality of industry employees is not high. Therefore, only a very small number of companies have relatively well-known brands and relatively complete channels. Many companies’ own channels and sales management are obviously not standardized enough, market outlets are weak, and dealers’ choice of products depends on good customer relations. In addition, many companies do not have the ability to operate brands, there is no systematic business model and professional marketing team, there is no accurate market information, there is no customer-oriented service standards and customer-oriented service system, there is no research, production, supply system for the market The long cycle of capital investment and high risk will all become the time for the company to die, and it may be fatal at any time.
In summary, it is not difficult to see that the company's internal operation management system is in urgent need of construction, and market standards need to be standardized. In addition, companies can stop running some production lines, digest inventory, and wait for sales season; I believe there is a real rigid demand exists, as long as the products do a good job, no matter how the market environment changes, eventually will still achieve certain results.
Trouble II: The holiday gold hot product promotion is cold, the Mid-Autumn Festival, the New Year's Day ... but wherever you can think of the holiday, "Fold", "buy it on the go" and other promotional words on a large-scale occupation of the market, promotional methods are no surprises There have even been tricks on selling sanitary products, in order to capture the eye. However, consumers’ enthusiasm for promotional performance is obviously not as high as before, coupled with rising prices, tight pockets, and a somewhat queer attitude toward sales promotion, so some building materials markets are also the passenger stream even in the hottest promotional season of the year. Dramatic, shadowy, and therefore can lead to sales has become very limited.
Some ceramic sanitary enterprises have reduced their gross profit from the previous 40% to about 20%, and even some of the company's special products are being sold “without profitsâ€, and ultra-low profits are not conducive to the long-term development of the company. Accordingly, timely adjustment of operational ideas, so that prices of ceramic sanitary wares return to rationality has become an important strategy for many companies. Experts have predicted that the price of ceramic sanitary wares is expected to gradually return to rationality in the second half of the year. An industry insider who declined to be named stated that the price war is not conducive to the sound development of enterprises, and only the development of second- and third-tier markets and strengthening of technological innovation and product innovation are the best ways to occupy the market.
“The new opportunities in the export market and new opportunities for the development of the rural market have all opened the door to innovative marketing for ceramic sanitary ware companies.†Industry experts said that it is not possible to focus on the price, and actively exploring new markets is the key. First of all, we must first carry out long-term business strategy planning for enterprises, to avoid sacrificing the quality of low-cost to impact the sales of "myopia" behavior; enhance the planning and operability of holiday promotions, strict control of promotional budgets, and integrate good promotional resources.
Troubles 3: The low-end market is congested and crowded The high-end market is smooth. Nowadays, those small-scale ceramic sanitary ware companies generally have the obvious disadvantages of small scale, outdated equipment, single products, lack of market competitiveness, and even relying on OEM survival. While several foreign brands not only control the high-end market, but also become more and more competitive in terms of price, they are gradually penetrating into the low-end market. This is an unprecedented test for small and medium-sized ceramic sanitary ware companies.
Some people say that China's ceramic sanitary ware market is the Chinese people's "let's go" out, and Chinese companies that are rolling over each other let foreign companies take profits from fishermen. The pressure of many native-born Chinese companies is more from their own. The external environment provides equal opportunities for enterprises. Their internal strength is not deep, the foundation is not strong, marketing, and cost control are not good, and the pressure will be great. Only by occupying the high-end market, the brand has a status; the smaller the share occupied, the lower the status.
China has become the world's largest consumer market for ceramic sanitary ware. The performance and quality of many domestic ceramic sanitary ware brands have reached or even surpassed foreign brands. However, foreign ceramic sanitary ware brands use strong financial strength and high brand awareness to almost monopolize China's high-end ceramic sanitary ware. market. In addition to historical reasons, the lack of brand awareness among domestic companies is an important reason for this situation.
Ceramic sanitary ware continues to develop and improve, more and more consumers are not only concerned about product prices, quality, after-sales service, but also pay 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, the ceramic sanitary ware industry has entered the era of brand marketing.
Local brands need to repair their internal strengths and learn modestly from foreign companies’ advanced experience in foreign brands, including the introduction of technology and marketing concepts. Through unremitting efforts, they will catch up even beyond the international level. They will insist on independent research and development, master core technologies, maintain strong corporate vitality, and promote the development of the industry. .
The sanitary ware industry is like a biological chain. No one can do it. In the long-term market competition and survival of the fittest, the ceramic sanitary ware market has also exposed many drawbacks, which has hindered the development of the entire ceramic sanitary ware company. According to the survey of Xiao Bian, So far, it has mainly reflected in the following aspects:
One of the problems: The market is very good but the products cannot be sold. However, due to the combination of factors such as the regulation of the housing market, rising raw material prices, rising labor costs, and continuous floods and droughts, the domestic ceramics industry is in a downturn. Recently, Zibo, Shandong Province, Sichuan Province Jiajiang and Yunnan production areas have also emerged in a large area of ​​production. In view of the frequent occurrence of “overcapacity†and “saturation of the market†in the industry, for those small and medium-sized sanitary ware companies, as more and more rational consumers do not plan to pay for it, the pressure on product backlog is quite high. Large, some had to stop running some of the production lines.
The ceramic sanitary ware industry is still very traditional in terms of management and marketing. The quality of industry employees is not high. Therefore, only a very small number of companies have relatively well-known brands and relatively complete channels. Many companies’ own channels and sales management are obviously not standardized enough, market outlets are weak, and dealers’ choice of products depends on good customer relations. In addition, many companies do not have the ability to operate brands, there is no systematic business model and professional marketing team, there is no accurate market information, there is no customer-oriented service standards and customer-oriented service system, there is no research, production, supply system for the market The long cycle of capital investment and high risk will all become the time for the company to die, and it may be fatal at any time.
In summary, it is not difficult to see that the company's internal operation management system is in urgent need of construction, and market standards need to be standardized. In addition, companies can stop running some production lines, digest inventory, and wait for sales season; I believe there is a real rigid demand exists, as long as the products do a good job, no matter how the market environment changes, eventually will still achieve certain results.
Trouble II: The holiday gold hot product promotion is cold, the Mid-Autumn Festival, the New Year's Day ... but wherever you can think of the holiday, "Fold", "buy it on the go" and other promotional words on a large-scale occupation of the market, promotional methods are no surprises There have even been tricks on selling sanitary products, in order to capture the eye. However, consumers’ enthusiasm for promotional performance is obviously not as high as before, coupled with rising prices, tight pockets, and a somewhat queer attitude toward sales promotion, so some building materials markets are also the passenger stream even in the hottest promotional season of the year. Dramatic, shadowy, and therefore can lead to sales has become very limited.
Some ceramic sanitary enterprises have reduced their gross profit from the previous 40% to about 20%, and even some of the company's special products are being sold “without profitsâ€, and ultra-low profits are not conducive to the long-term development of the company. Accordingly, timely adjustment of operational ideas, so that prices of ceramic sanitary wares return to rationality has become an important strategy for many companies. Experts have predicted that the price of ceramic sanitary wares is expected to gradually return to rationality in the second half of the year. An industry insider who declined to be named stated that the price war is not conducive to the sound development of enterprises, and only the development of second- and third-tier markets and strengthening of technological innovation and product innovation are the best ways to occupy the market.
“The new opportunities in the export market and new opportunities for the development of the rural market have all opened the door to innovative marketing for ceramic sanitary ware companies.†Industry experts said that it is not possible to focus on the price, and actively exploring new markets is the key. First of all, we must first carry out long-term business strategy planning for enterprises, to avoid sacrificing the quality of low-cost to impact the sales of "myopia" behavior; enhance the planning and operability of holiday promotions, strict control of promotional budgets, and integrate good promotional resources.
Troubles 3: The low-end market is congested and crowded The high-end market is smooth. Nowadays, those small-scale ceramic sanitary ware companies generally have the obvious disadvantages of small scale, outdated equipment, single products, lack of market competitiveness, and even relying on OEM survival. While several foreign brands not only control the high-end market, but also become more and more competitive in terms of price, they are gradually penetrating into the low-end market. This is an unprecedented test for small and medium-sized ceramic sanitary ware companies.
Some people say that China's ceramic sanitary ware market is the Chinese people's "let's go" out, and Chinese companies that are rolling over each other let foreign companies take profits from fishermen. The pressure of many native-born Chinese companies is more from their own. The external environment provides equal opportunities for enterprises. Their internal strength is not deep, the foundation is not strong, marketing, and cost control are not good, and the pressure will be great. Only by occupying the high-end market, the brand has a status; the smaller the share occupied, the lower the status.
China has become the world's largest consumer market for ceramic sanitary ware. The performance and quality of many domestic ceramic sanitary ware brands have reached or even surpassed foreign brands. However, foreign ceramic sanitary ware brands use strong financial strength and high brand awareness to almost monopolize China's high-end ceramic sanitary ware. market. In addition to historical reasons, the lack of brand awareness among domestic companies is an important reason for this situation.
Ceramic sanitary ware continues to develop and improve, more and more consumers are not only concerned about product prices, quality, after-sales service, but also pay 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, the ceramic sanitary ware industry has entered the era of brand marketing.
Local brands need to repair their internal strengths and learn modestly from foreign companies’ advanced experience in foreign brands, including the introduction of technology and marketing concepts. Through unremitting efforts, they will catch up even beyond the international level. They will insist on independent research and development, master core technologies, maintain strong corporate vitality, and promote the development of the industry. .
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