Bathroom agent investment must rely on brand strength and innovation

Posted on April 01 2022

China's sanitary ware brand manufacturers account for 30% of the world's total. However, there is no Chinese sanitary ware brand that can be heard in the world. In fact, many world-famous sanitary ware brand manufacturers' brand products are produced by Chinese domestic ceramic sanitary ware brand manufacturers, that is to say, the product quality of Chinese sanitary ware manufacturers is no different from those world-famous ceramic brands. How far are Chinese ceramic sanitary ware brand manufacturers from world brands? How can domestic sanitary ware brand manufacturers share a cup of beauty in the increasingly competitive international market.

Although the sanitary ware brand manufacturer industry has developed rapidly in recent years, it is undeniable that there is a large gap between China's sanitary ware brand manufacturer industry and world-famous sanitary ware brand manufacturers in many aspects, such as product R & D, innovation, brand management, marketing management, enterprise scale, financial strength and so on.

Weak brand competitiveness

Before 2000, when international brands such as American Standard, Kohler and Toto entered China, locked in open coastal cities and directly cut into high-end hotels, office buildings and high-end residential markets, most domestic bathroom brand manufacturers were still operating in OEM mode because the domestic labor cost was much lower than that of developed countries such as Europe and the United States, I don't even have my own brand. Even some rising brands of Chinese sanitary ware manufacturers live in underdeveloped or underdeveloped areas where enterprises are located, and almost do not infringe on each other with the international brand camp. At this time, domestic brands are completely unaware of the approaching crisis and the importance of brands, while foreign brands have experienced the golden period of the highest profit return, and the brand image has been gradually recognized by consumers.

Analysis on the reasons for the weak brand market competitiveness of sanitary ware manufacturers in China

After China's entry into WTO, the market scope of foreign Sanitary Ware brands in China has further expanded, and began to advance to the primary and secondary markets in mainland China and even the county-level market, gradually intensifying the competition for market interests with local brands. Facing the strong attack of international brands, the Chinese sanitary ware industry has adopted the wrong market strategies such as cost reduction, price reduction and promotion, and the brand competitiveness is obviously at a disadvantage. Wang Yanqing, President of Huida group, who just participated in the Frankfurt international sanitary ware brand manufacturers Exhibition on behalf of Chinese sanitary ware manufacturers, said in an interview with the author that the products of Chinese sanitary ware manufacturers are no inferior to foreign brand products in terms of appearance streamline, color and functional configuration, or technological innovation, product design, technical design, functional configuration and internal control quality standards. The reason why it has been rejected by ISH Frankfurt International bathroom equipment, building, energy, air conditioning technology and renewable energy exhibition with "the wind vane of international bathroom brand manufacturers" for 50 years is that the brand culture and competitiveness of local bathroom brand manufacturers are far less than international brands, and the international image and popularity of the brand are low.

The level of originality needs to be improved

At the just concluded ish Frankfurt International bathroom equipment, building, energy, air conditioning technology and renewable energy exhibition, Huida bathroom brand manufacturer introduced the magnetic levitation series independently developed and designed by foreign design teams, which is extremely unique in terms of appearance streamline, color and design ideas derived from life. This original design product soon became the focus of Frankfurt, attracted the attention of many international merchants, and made Chinese sanitary ware manufacturers recognized by the world. However, for most small and medium-sized enterprises, "plagiarism" is still the main means of product development. Due to the high investment cost and high risk of product design, many small and medium-sized sanitary ware brand manufacturers and enterprises in China even rarely set foot in the "unknown field" of product design. In order to save the "design cost" or the expenses of designers, these enterprises are willing to pull their brands behind.

"In the past, many domestic sanitary ware brand manufacturers focused on export business, and most of them lacked original design ability." Lin Zhijie, marketing director of Tangshan Huida ceramics (Group) Co., Ltd., said that blindly following foreign design could not establish a "Chinese brand". To this end, Huida has established close cooperation with well-known designers at home and abroad. Last year, Huida cooperated with professional design companies to establish a product R & D center and designed bathroom brand products with Chinese characteristics and in line with international fashion trends.

Chinese sanitary ware manufacturers need to go out

The development of an enterprise should take a long-term view. If domestic sanitary ware brand manufacturers want to go abroad and sing internationally, they need to establish a scientific innovation system, innovate ideas, innovative design, innovative services, and seek linkage and cooperation with the industry. Through resource integration, series supporting production, design to improve quality, optimize function allocation, create bathroom brand manufacturer space with overall design, and push bathroom brand factory home industry to the forefront of fashion.

Since 2009, domestic bathroom brand manufacturers and enterprises have carried out linkage and cooperation with relevant industries. The Asia Pacific Housing Industrialization Alliance launched by Huida group and Beijing Shiyan media has begun to make efforts, held dozens of Asia Pacific Housing Industrialization forums in large and medium-sized cities across the country, and through cooperation with real estate and building materials enterprises, Domestic sanitary ware brand manufacturers and enterprises are gradually applied to office buildings, subways, high-end residential projects and so on.

Li Jiutai, executive director of Donne (Beijing) product design and R & D center, believes that the change of consumers' concept is the key for Chinese sanitary ware manufacturers to go to the world. In the future, Chinese sanitary ware manufacturers will develop in the direction of nationalization, life, science and technology and internationalization. Li Jiutai believes that the products of bathroom brand manufacturers serve life, but the concept of consumers needs to be guided by responsible enterprises. Enterprises that can lead the concept of consumption will move towards the front end of the industry. Li Jiutai also stressed that with the improvement of China's world status, China's way of thinking will gradually affect the world, and China's national culture will be more and more reflected in the world bathroom brand manufacturer industry. This has also laid a deep foundation for Chinese sanitary ware manufacturers to go to the world.

Advocating national, life-oriented, scientific and international consumption is undoubtedly an idea and the dissemination of bath culture. Through continuous innovation, leading consumption and spreading culture and promoting industry development, it is just around the corner for Chinese sanitary ware manufacturers to move towards the forefront of international fashion.