Sanitary industry enters a new era of design marketing

In recent days, governments across the country have made frequent attempts to test the state's room control policy, but they have ended in disappointment. The relevant national ministries and commissions issued clear information on the maintenance and control policies, making it difficult for real estate to see the dawn of spring in the short term. Under the impact of the depressed housing market, the traditional retail business has failed to support the growth performance of the brand. At the same time, the rise of the “after 80′′ consumer groups has also had a huge impact on sanitary products and marketing models. The brand tension of international sanitary ware companies showed a relatively large growth under adverse circumstances. Most domestic sanitary ware brands suffered a certain degree of waterloo in sales performance. This contrast requires the domestic sanitary brand to reflect on the effectiveness of its marketing model. In order to gain a competitive advantage in the sanitary ware market, this requires domestic sanitary ware brands to complete the following three changes.

First, we must shift from the traditional sales king to design marketing. In the long-term market competition, domestic sanitary ware brands have always pursued the business philosophy that the channel is king, and like the sales model of occupying sites, grabbing channels, and strong sales. This is in the early stages of development. The bathroom brand is a relatively effective market method, but after the brand outlets have a relatively complete layout, they must abandon this simple sales idea, and must focus on the design of marketing methods, paying special attention to the “after 80′′ groups. Product demand and consumption patterns. In the product's value sense design, color design, personality design, variable design, combination design, we must make sufficient efforts, at the same time, we must use more "80 after" like new sales channels, such as network, TV direct sales, group purchase to promote Brands and products. "For the post-80s", they not only buy products, but also the sense of value and personal feeling behind the products.

Second, we must shift from retail-based market sales to engineering home-installed channels. Under the current strict housing control policy, the wait-and-feel sentiment of consumer purchases remains strong. Real estate developers will increase the value of real estate sales, and the ratio of hard-copy houses will only increase. improve. Ten million sets of state-guaranteed housing projects, the construction of various development zones and the development of the business service industry have resulted in a substantial increase in the total volume of the engineering sanitary ware market. This market opportunity is even more needed for domestic sanitary ware brands to strive for. , but to do this market, it is not so simple, first of all, the high-end hardcover market due to the sinking of the international sanitary brand channels, leaving the market share of domestic sanitary brands have been few, and the low-cost engineering market is often filled Low-end sanitary ware companies in Kaiping, Chaozhou, and Zhejiang occupied. Therefore, as a sanitary brand with a large scale, in the entire operation strategy, it is necessary to infiltrate the upstream service and design organization of the hardcover room. At the design stage, the value of the product must be presented, and the brand's participation in the engineering market competition must be enhanced. , Launched a series of products that can compete with international sanitary ware brands, and it is necessary to move closer to it in the sense of product design and quality, and ultimately win the engineering market through the high cost-effectiveness of the products.

Third, the completion of the price competition to the value of the competition for the bathroom brand, the past a long time, "price is the king" has become a universally recognized law, the first two years, relying on price competition to get the sweet bathroom brand, in After the painful lessons of this year's market, the validity of the price model has been rethought. In fact, price competition is fighting in the “Red Sea”. With the rise of consumer groups after the 1980s, they are increasingly concerned about the sense of product design and differentiation. As a result, the consumer groups in the Red Sea are actually decreasing, while in the “Red Sea”. The competitors in the company are still increasing. Therefore, the bathroom brands in the "Red Sea" are naturally in a bad situation. The international sanitary ware brand has continuously introduced new products and marketing methods. At the same time, the channels have also begun to sink, naturally squeezing into the domestic market share of sanitary ware brands, and the international sanitary ware brands have established many high-end hotel projects and enhanced consumers' Recognition of value. If domestic sanitary ware brands want to enhance their product value capabilities, they need to work harder and harder in product design, change from single product design to serialization, enhance product design aesthetics, and innovate product functions. At the same time, the value of the product is effectively combined with the brand communication, and through the effective dissemination of value, the consumer's recognition of the brand value is enhanced to form a brand reputation.

Under the current market environment, the sanitary ware industry only has an innovative marketing model, completing the three major shifts from channel sales to design marketing, retail to tooling and home improvement, and price to value, through the effective operation of the four marketing spindles: product, communication, access, and price. The effective transfer of brand and product values ​​must create new market opportunities for sanitary brands.