Fujian sanitary ware manufacturers account for 70% of the na
In 2012, the 71-year-old Su Zengfu returned to the world with his proud new work, stainless steel bathroom brand. In fact, Su Zengfu has been looking for a new pillar industry for his Subor Kingdom since he finally chose to hand over the controlling right of Subor Co., Ltd. in 2006. As an entrepreneur, choosing bathroom brand as an entrepreneurship project is undoubtedly to see the business opportunities and potential of Chinese bathroom brand market. In the process of China's integration into the global economic environment, its economic strength has risen rapidly, and China has become one of the most dynamic economic regions in the world. China's economic infrastructure has been built and improved in a large number, and its industry has gradually matured. It has obvious advantages of low labor cost. China's sanitary brand has made full use of this advantage and gradually become the world's largest producer of sanitary brand.
In recent years, the export of hardware products has increased in an all-round way. The export growth rate of the main hardware products is higher than that of the output growth rate, and higher than that of the domestic market sales growth rate. The main hardware and electrical products are blooming in an all-round way. Not only are the traditional export products such as electric tools, handicraft tools and building hardware products increasing at a high rate, but also the export growth rate of kitchen and electrical products and sanitary ware products with a small proportion in the past is very obvious in 2004. The huge market and central position will further attract the transfer of manufacturing centers of multinational hardware companies to China.
Rapid export growth faces transformation challenges
The annual export of China's hardware industry has maintained an average annual growth rate of about 8%. Statistics in 2012 show that for the first time, the export quota of hardware has exceeded 5 billion US dollars, ranking third in light industry export. It is expected that in the next few years, the brand of sanitary ware will grow steadily and rapidly at a rate of 10%. Among them, the growth rate of sanitary ware molds has reached 15%-20% in the past year, and China has gradually achieved a growth rate of 15%-20%. It has become a big exporter of the integration of hardware production and processing in the world, and successfully crowded into one of the world's largest hardware producers.
At present, at least 70% of China's hardware industry is a private enterprise, which is the main force for the development of the Five Gold Industry. China has gradually become the world's largest hardware processing and exporting country, and has become one of the world's largest hardware production countries, with a broad market and consumption potential. It is reported that China has ranked first in the world in the production and sales of plumbing and sanitary wares, and is the world's largest producer, exporter and consumer of sanitary wares. In the past, rapid development was a way of pursuing quantity and speed. With the adjustment of domestic economic structure, the increase of various costs and the crisis of international market economy, the export situation will not be optimistic. Many export enterprises of Sanitary Ware brands will face the decline of profits and the transformation and upgrading of export mode.
Jin Lixin, deputy secretary-general of China Hardware Products Association, said recently about the export of hardware products: "At present, export-oriented enterprises are facing the most difficulties, which are mainly affected by the change of exchange rate, market demand and the reduction of export rebate rate. In particular, the reduction of export rebate rate has a great impact on enterprises'exports. Taking hardware locks industry as an example, some export enterprises have a very difficult sales, and orders at last year's Canton Fair have decreased significantly. At the same time, some enterprises neglect to establish brand marketing channels in the domestic market for a long time. Therefore, in the short term, they must make greater efforts to find a breakthrough in the domestic market.
"Seventy-eight years ago, at import and export exhibitions, overseas customers generally had an intention to display new products, so they could place orders on the spot. Before the financial crisis in 2008, Alibaba, Global Resources Network and other network channels continuously sent customers, only mail, telephone communication, can conclude transactions. Now I can't taste the past at all. I feel that the export situation is getting worse and worse. The traditional foreign trade model is facing the decline of the inquiry quality of customers, which makes it difficult to conclude business. The effect of the exhibition is much worse than before. Very few customers can place orders on the spot. Customers always compare goods with each other, think twice, and even make the exhibition a bargaining place. Wang Yanlei, manager of the International Marketing Department of Ike Wallace Sanitary Ware, said.
Industrial regional model has matured
Speaking of the origin distribution of China's sanitary ware industry, most people prefer Zhejiang, Fujian and Guangdong. After decades of operation, the kitchen and sanitary industry in Fujian, Zhejiang and Guangdong has become more and more mature, and has become the main origin of China's sanitary and bathroom industry. Guangdong mainly produces bathroom brand, valves, water tank accessories, induction sanitary ware, bathroom cabinet, leisure sanitary ware, ceramic sanitary ware. At present, Guangdong province has the most perfect industrial chain, the most enterprises and the most famous brands in China.
It is reported that there are nearly 500 enterprises engaged in the production of plumbing and sanitary ware in Shuikou Town, Kaiping, with more than 30,000 employees. The domestic market share of the products is over 40%, and the export volume is growing at a rate of 20% every year. In Shuikou Town, there are more than 10 plumbing and sanitary enterprises with annual output value exceeding 100 million yuan, 30 enterprises with fixed assets exceeding 10 million yuan, more than 10 enterprises with all products exported, more than 20 enterprises with international ISO certification, and more than 300 products with national patent authorization. Nozzle plumbing and sanitary ware industry now has nearly 4000 professionals, the whole industry has adopted the world's advanced production equipment.
Chaozhou mainly produces ceramic sanitary ware. More than 800 ceramic sanitary ware manufacturing enterprises, whose output accounts for half of the country, export volume is large, has also become the OEM licensed distribution center of many domestic brands, is currently the most dynamic and potential production base in the country. Caitang Town in Chaoan County is mainly composed of stainless steel towel racks, paper towel boxes, stainless steel utensils and water tanks. Its industrial agglomeration scale is at least 500, and its enterprises are relatively small.
Foshan mainly produces bathroom furniture, bathroom brands, Hardware pendants and stainless steel sinks, shower rooms, ceramic sanitary ware, etc. Conservatively, it is estimated that there are not less than 3000 enterprises in Foshan area. Heshan Hardware Sanitary Ware Industry has become the town's characteristic industry. There are more than 300 hardware sanitary wares enterprises in Area A and B of Dongxi Development Zone of Sitshan Town. The total investment is 1 billion yuan and the annual output value is 1.4 billion yuan.
At present, Fujian kitchen sales value has leaped to the first in the country. According to statistics, in the top 30 places of export of kitchen and sanitary ware in 2011, the Haixi kitchen base dominated by Fujian occupied 20 places. During the Eleventh Five-Year Plan period, the kitchen and sanitary industry in Fujian, centered on Southern Fujian, maintained an average annual growth rate of more than 30%.
At present, Fujian's plumbing and sanitary wares have occupied 70% of the national market share. There are 31 Enterprises with more than 30,000 products and more than 20,000 specifications. The supporting industries such as equipment manufacturing, spare parts production, finished product assembly, sales market, logistics, intermediary and training have been basically improved, which has promoted the development of more than 100,000 upstream and downstream enterprises in China.
Fujian Province is famous for its water heating hardware bathroom centered on Luncang Town and Yingdu Town of Nan'an City, and Xiamen's kitchen industry centered on Luda and Gold Cabinet of Xiamen City. Nan'an has become the leading brand gathering place of China's plumbing industry, covering hundreds of thousands of building materials and plumbing sales force throughout the country, creating a miracle of "no Nan'an people, the national sanitary brand will stop water".
Fujian's kitchen and sanitation industry, with Nan'an as its center, has an output value of more than 25 billion yuan, up 25% year-on-year in 2012, ranking first in the country in terms of total output value. Among them, leading enterprises such as Zhongyu, Huanhuang, Jiumu and Luda have risen against the trend, with output value exceeding 30%. The sales staff of Nan'an plumbing and sanitary ware all over the country are nearly 400,000. They not only sell products produced in Fujian, but also control the sales of products in other parts of the country. The total annual sales amount is nearly 400 billion yuan. Developed sales network is an excellent tool for Fujian kitchen and sanitary industry in the domestic market.
At present, Zhejiang Sanitary Ware Industry has formed six distinctive economic development platforms: Hangzhou Leisure Sanitary Ware Base, Jiaxing Pinghu Sanitary Ware Base, Wenzhou Water Warm Equipment Production Base, Taizhou Water Warm Sanitary Ware Base, Ningbo Water Warm Equipment and Sanitary Ware Accessories Production Base, Shaoxing, Jinhua, Zhoushan and Huzhou Industrial Base.
Wangdian Town in Jiaxing is famous for its bathing hegemony production. The peaceful bathing hegemony products in this town account for 70% of the domestic market and 50% of the global market. The annual sales of bathing hegemony products are more than 20 million units and the sales revenue is nearly 2 billion yuan.
In recent years, the plumbing and sanitary ware industry has developed rapidly in Yuhuan, Luqiao and other places, with an output value of 24 billion yuan, accounting for 16.5% of the total industrial output value. At present, the manufacturing base of the plumbing valve and pump industry in the world is transferring to Taizhou, in which Yuhuan is the most concentrated, and Yuhuan is the largest production and export base of medium and low pressure copper valves in China.
Bathroom brands are still full of potential in the future
At present, China's first-and second-tier sanitary brand, domestic market channel network is basically saturated. With the rapid growth of the national bathroom market as a whole, the number of new retailers involved in the bathroom brand industry has increased rapidly, and the rapid growth of the industry, new and cutting-edge brands still have a huge market space.
At this stage, in addition to the first and second-tier cities, the rapid growth of sanitary ware market in emerging third and fourth-tier cities has brought tremendous opportunities for the rapid rise of new and cutting-edge brands. Hengjie, Zhongyu and a series of nationwide famous bathroom brands have grown rapidly from early new and cutting-edge brands to first-line big brands, which has increased the confidence of sellers in choosing new and cutting-edge brands.
With the rapid rise of China's new and cutting-edge brands, most of them can only adopt a step-by-step development strategy, and gradually expand from the key regional market to the national market, from the regional strong brand to the national well-known brand. For developers, the model house is the face of a real estate, the quality of the model house directly affects the sale of commercial housing.
For bathroom brand enterprises, the influence of model market on the formation of regional brand is closely related. If a regional brand wants to go out of the region and enter the national market, it must not blindly rush forward, but need to be selectively promoted, especially in the way of establishing a model market, to advance strategically, purposefully and step by step.
This will be very conducive to the national market expansion of regional brands, so that regional brands step by step from the region to the national market, and grow into national brands. Making key regional markets is the key factor for emerging brands and well-known brands to gain brand influence advantage in the market game.
In Chaozhou, where small and medium-sized bathroom brands are relatively concentrated, some small and medium-sized brands have achieved good results in sales of tens of millions of dollars in a single regional market through the creation of model markets. They are superior to the domestic first-line well-known bathroom brands in terms of regional market sales and brand influence, and gradually grow into new and cutting-edge bathroom brands with certain potential.
At present, a large number of bathroom brand enterprises throughout the country have entered the domestic brand bathroom brand market competition through transformation and upgrading. Thanks to the booming property market in recent years, the strong market demand for sanitary ware brands, the pressure of enterprise transformation and market development is relatively small, and the emergence of new and cutting-edge Sanitary Ware brands has intensified market expansion.
In recent years, with the rapid development of China's real estate market, the domestic bathroom brand enterprises have brought tremendous business opportunities, but also opened the prelude to the domestic bathroom brand market brand war. Strong export-oriented bathroom brand enterprises, a large number of small and medium-sized bathroom brand enterprises, including the original brand bathroom brand enterprises relying on the domestic bathroom market, have accelerated the domestic brand bathroom brand market development plan, there are various princes, the momentum of competing for the central plains.
In the fierce battle for bathroom brand market, the strength of first-line brand is strong and full of stamina, and the rapid rise of a large number of new and cutting-edge brands with huge growth potential poses a huge challenge to the current brand pattern of China's bathroom brand industry. However, only by cherishing feathers, can new and cutting-edge brands avoid loneliness after glory and temporary embarrassment of brand.