Development situation of domestic bathroom brand manufacturers
Posted on April 02 2022
China's sanitary ware manufacturers account for 30% of the world's total, but there is no Chinese faucet manufacturer brand that can be famous internationally. In fact, many of the world-famous sanitary ware manufacturers brand products are produced by domestic ceramic sanitary ware manufacturers, which means that the quality of Chinese faucet manufacturers is no different from those of world-famous ceramic brands. So how far are the Chinese ceramic sanitary ware manufacturers from the world's brands, how can domestic sanitary ware manufacturers share a piece of pie in the increasingly competitive international market.
Although the sanitary ware manufacturer industry has developed rapidly in the past few years, it is undeniable that China’s sanitary ware manufacturer is well-known to the world’s sanitary ware manufacturers in many aspects such as product development, innovation, brand management, marketing management, enterprise scale, and financial strength. There is a big gap in enterprises.
brand competitiveness is weak
Before 2000, when international brands such as American Standard, Kohler, and toto entered China to lock in open coastal cities and directly access the high-end hotels, office buildings, and high-end residential markets, domestic labor costs were much lower than those in developed countries such as Europe and the United States. Most of the bathroom brand manufacturers are still operating in the OEM mode, and the brand awareness is quite weak, and they don't even have their own brands. Even some emerging brands of Chinese faucet manufacturers live in the underdeveloped or underdeveloped areas where the companies are located, and they are almost non-infringing with the international brand camp. At this time, domestic brands were completely unaware of the approach of the crisis and the importance of brands, while foreign brands had experienced a golden period with the highest profit rate, and their brand images had gradually been recognized by consumers.
Analysis of the reasons for the weak market competitiveness of Chinese sanitary ware manufacturers
After China's accession to the WTO, foreign bathroom brand manufacturers have further expanded their market scope in China, and have begun to advance into the primary, secondary and even county-level markets in mainland China, and the competition for market interests with local brands has gradually intensified. Facing the strong attack of international brands, the Chinese faucet manufacturers industry has adopted the wrong market strategies such as cost reduction and price reduction to deal with it, and the brand competitiveness is obviously at a disadvantage. Wang Yanqing, president of Huida Group, who has just represented Chinese faucet manufacturers at the Frankfurt International Sanitary Ware Manufacturers Fair, said in an interview with the author that the products of Chinese faucet manufacturers are no matter the appearance, color, functional configuration, or technological innovation, product design, and technical design. , Functional configuration, internal control quality standards, etc. are not inferior to foreign brand products. The reason why ISH, which has "the vane of the international bathroom brand manufacturer industry", was rejected from the Frankfurt International Bathroom Equipment, Building, Energy, Air Conditioning Technology and Renewable Energy Exhibition for 50 years, the key lies in the brand of local bathroom brand manufacturers. Brand culture and competitiveness are far inferior to international brands, and the brand's international image and popularity are low.
The level of originality needs to be improved
At the just-concluded ISH International Bathroom Equipment, Building, Energy, Air Conditioning Technology and Renewable Energy Exhibition in Frankfurt, Huida bathroom brand manufacturers introduced the magnetic levitation series independently developed and designed by foreign design teams, whether it is streamlined appearance or color, Whether it is a design idea derived from life, it is extremely unique. This original design product quickly became the focus of Frankfurt, attracting the attention of many international customers, and also allowing Chinese faucet manufacturers to be recognized by the world. However, for most SMEs, "plagiarism" is still the main means of product development. Due to the high investment cost of product design and the extremely high risk, many domestic small and medium-sized bathroom brand manufacturers and enterprises seldom even set foot in the "unknown field" of product design. In order to save the "design cost" or part of the designer's expenses, these companies are willing to pull their brands behind.
"In the past, many domestic bathroom brand manufacturers focused on export business, and most of them lacked original design capabilities." Lin Zhijie, marketing director of Tangshan Huida Ceramics (Group) Co., Ltd., said that blindly following foreign designs cannot establish "China brand". To this end, Huida has established close cooperation with well-known designers at home and abroad, and last year established a product research and development center in cooperation with a professional design company, and designed bathroom brand products with Chinese characteristics and in line with international fashion trends.
Chinese faucet manufacturers are waiting to go out
The development of an enterprise should take a long-term perspective. To go abroad and sing internationally, domestic bathroom brand manufacturers need to establish a scientific innovation system, innovative concepts, innovative designs, innovative services, and seek linkage and collaboration with the industry. Through resource integration, serialized supporting production, design to improve quality, optimize functional configuration, create a bathroom brand manufacturer space with the overall design, and push the bathroom brand manufacturer industry to the forefront of fashion.
Since 2009, domestic bathroom brand manufacturers and enterprises have launched linkages and collaborations with related industries. The Asia-Pacific Housing Industrialization Alliance initiated by Huida Group and Beijing Shiyan Media has begun to exert its strength and has been held dozens of times in large and medium-sized cities across the country. The Asia-Pacific Housing Industrialization Forum, and through collaboration with real estate and building materials companies, domestic bathroom brand manufacturers have gradually been applied to projects such as office buildings, subways, and high-end residential buildings.
Li Jiutai, executive director of Tang En (Beijing) Product Design and R&D Center, believes that the change of consumer perception is the key for Chinese faucet manufacturers to go global. In the future, the Chinese faucet manufacturer industry will move towards nationalization, daily life, technology, and internationalization. develop. Li Jiutai believes that the products of sanitary ware manufacturers serve life, but the consumer's concept needs to be guided by responsible companies, and the companies that can lead the consumption concept will move to the front of the industry. Li Jiutai also emphasized that as China's status in the world rises, China's way of thinking will gradually influence the world, and China's national culture will be more and more reflected in the world's bathroom brand manufacturers. This has also laid a solid foundation for Chinese faucet manufacturers to go global.
Advocating national, daily, technological, and international consumption is undoubtedly a concept, but also a dissemination of bathing culture. Through continuous innovation, leading consumption and dissemination of culture, and promoting industry development, Chinese faucet manufacturers are moving towards the forefront of international fashion. Just around the corner.