Since 2014, both distributors and manufacturers in the sanitary ware industry are deeply aware of the downturn in the industry. The bankruptcy of some sanitary ware brands has caused panic among businesses. The pressure on sanitary ware companies is increasing day by day, and the call for reshuffle of the sanitary ware industry is also increasing. However, the editor believes that the sanitary ware industry is in the midst of “contending of a hundred schools of thought”, and the time to reshuffle has not yet come! The reasons are as follows:
First, the willingness of bathroom consumers to actively remember and disseminate the bathroom brand is quite low, but every household has to use it. Therefore, the cost of brand communication in the sanitary ware industry will be higher theoretically, and the brand will not be able to impress consumers. Whether consumers buy sanitary products online or offline, they will see hundreds of brands competing in the same field. Whoever has strong terminal marketing capabilities can get a share of the market, so many brands have opportunities in the short term.
Second, the sanitary ware industry has low barriers to entry, allowing large and small brands to coexist. Sanitary ware merchants can invest hundreds of thousands, millions, tens of millions, and hundreds of millions of dollars. Numerous status quo. Big brands have the big brand model, and small businesses have the way of small businesses. Therefore, many brands in the sanitary ware industry are sticking to their own way. Unlike the air-conditioning and color TV industries, which need to operate a new brand, the investment of hundreds of millions of yuan is not necessarily comparable to the cost advantage of leading brands. The barriers to entry will naturally be high, and the number of brands will not increase.
Third, the sanitary ware industry is mostly small and medium-sized private enterprises. If an industry wants to reshuffle, it is not only the channel but also the capital. The strength of capital operation is directly related to whether to wash or be washed, but look at our sanitary ware The industry does not see the presence of the SASAC, nor do you see a few listed companies. Even if there are one or two listed companies, they are either debt-ridden and crisis-ridden, or the market share is very low. How can a group of companies with financing difficulties eat up their competitors? What do you use to shuffle the cards?
Fourth, there are many sanitary ware brands competing in the building materials market, and there are many hypermarkets competing with cities. Brands in each store are engaged in alliances and bargaining promotion activities. These hypermarkets and building materials market owners are willing to watch In the sanitary ware industry, just like air conditioners, are there so many left? If this is the case, who are these stores in the building materials city leased to?
Therefore, the sanitary ware industry is not in a reshuffle period. Nowadays, the industry is highly competitive and consumers have more choices. For sanitary ware companies, competition is also conducive to their own development. We can learn from other sanitary ware brands. Take its essence to remove its dross, and continue to improve.