How Sanitary Enterprises Break Through the Bottleneck in "Natural Law"

Natural law is the survival of the fittest. At present, the sanitary ware industry is in a situation of “disputes between princes and disputes”. There is no leading company that can represent the development level of the Chinese sanitary ware industry. However, in several sanitary ware industry bases, a number of regional brands have been born and they have led the development of the sanitary ware industry in the region on their respective battlefields. However, due to the impact of the country's economic environment, competition among sanitary enterprises has become increasingly fierce. Price wars, brand wars, advertisement wars, celebrity endorsement wars, and marketing wars have continued to emerge. The "spelling and killing" among enterprises has accelerated the industry's reshuffle. Some powerful companies have survived, and some relatively weak SMEs have been eliminated.

The enterprises that survived the “scrape” began to think about how to make the enterprises get a long-term development, how to standardize the industry order, and how to make the bathroom industry mature. The author interviewed the chief persons in charge of some regional brand enterprises in the sanitary ware industry in the western region. They have different views on these issues.

Breaking the bottleneck requires playing "three cards"

For the current Chinese sanitary ware industry how to overcome the bottleneck of development, a certain bathroom industry chairman believes that the need to play a good "three cards":

First, the "industry self-discipline" card. Industry self-regulation can not only purify the competitive environment of enterprises, eliminate exaggerated publicity within the industry, but also promote the sound development of the industry and safeguard the vital interests of sanitary companies.

Second, the "brand concept" card. The brand concept of an enterprise needs to be expanded. Media advertising is the game rules of the market and directly relates to the expansion of brand concepts. However, when the company expands its brand, it must not enlarge the role of media propaganda. Putting all your energy into brand promotion is irrational and unscientific. Product quality and brand promotion are both equal and unequivocal.

Third, the "customer-driven" card. Customer drive determines the direction of development of the bathroom industry. Consumer demand indicates the direction of the company's development and is the direct driving force for the development of the sanitary ware industry. At present, the prevailing trend of low-carbon environmental protection, sanitary companies in order to survive, we must take the road of low-carbon environmental protection, creating a green door. Sanitary companies must guard against arrogance, arrogance, prudence, pragmatism and pragmatism, and keep up with the pace of the times in order to achieve rapid development.

According to the chairman of a boutique bathroom company with “excellent quality and low carbon”, “In the era of “Icefire”, whoever has the ability to survive will stand out; whoever has the capital to control the market is the ultimate king. It is imperative that enterprises must update their concepts, change their minds, and seek new developments in their businesses, because consumers’ perceptions of consumption have changed, they are more concerned with quality, and their brand awareness is stronger, and they need a one-stop supporting home furnishing product. "Continuously updating ideas to meet new consumer needs." Take the road of quality, advocate low-carbon environmental protection.

First, the brand takes off and quality first. "Quality is the hard truth of development." Under the guidance of this ideology, we started with subtleties and diligently innovated. Their products not only work fine, but also after-sales service is relatively complete. At the same time, we regularly track our products to solve customers' worries.

Second, energy efficiency, low carbon and environmental protection. "Low-carbon" life is already the trend of the times, and is also the future direction of development of sanitary ware companies. The low-carbon sanitary ware is undoubtedly the closest sanitary ware product to a low-carbon environment.

Third, equipment upgrades enhance performance. "If a worker wants to do something good, he must first sharpen his tools," and invest a lot of money in the introduction of intelligent equipment and advanced production technology. While improving product quality, he will continue to increase production efficiency and reduce labor intensity. Through the intelligent upgrade of the equipment, the product's magnificent turn is realized and the market competition needs are met.

Fourth, introduce talents and create excellent corporate teams. It adheres to the principle of condensing talents in development, cultivating talents in practice, identifying talents in innovation, and caring for talents in truth, and creating an excellent corporate team.

The quality, technology, and branding have raised the times of the financial crisis. The competition in the sanitary ware industry continues to intensify. The national real estate control policy has brought great impact to sanitary ware companies. If companies want to achieve sustainable development, three factors are indispensable: First, perfect. The quality; Second, a good brand image; Third, advanced technology.

First, quality is a prerequisite for the company's development. Without the guarantee of quality, the development of any enterprise can only be fantasy. In the sanitary ware industry, some companies obtain price advantages by reducing the quality of their products. This will not only harm the interests of consumers, but also cause vicious competition in the sanitary ware industry.

Second, use brand building to win the lasting development of the company. Sanitary companies want to go from the region to the whole country, only having quality assurance and technical support is not enough, and a complete brand strategic plan is indispensable. The brand represents the image of the company and is the most direct window for consumers to understand the company. To win the trust of consumers, brand building is crucial.

In the construction of the bathroom brand, first of all, we should focus on the brand's strategic planning, clear the direction of brand development, establish a unique brand recognition system, can not blindly follow other brands; Second, we must pay attention to the definition of brand consumer groups, large and complete Customer orientation is not desirable.

Third, pay attention to the adoption of new technology in sanitary ware. Sanitary companies want to expand their own advantages and maintain a lasting, high-speed development, in addition to ensuring product quality, but also pay attention to the application of new sanitary technology. Enterprises can't retreat behind closed doors, and they should keep their eyes open and keep up with the pace of technology before they are eliminated by the industry. The continuous progress of technology is the fundamental to enhance the competitiveness of enterprises. Sanitary companies only have advanced technology to enhance their strength and win in the fierce market competition.

Stare at consumer demand + increase added value The sanitary industry as a real estate downstream industry, its development depends on the development of the upstream real estate industry. More people buy homes, more people decorate and decorate their homes, and the sanitary ware industry will be more prosperous. This "needed" is the prerequisite for the survival and development of the industry. In terms of sanitary ware alone, whether it is affordable housing, low-rent housing, commercial housing, refined decoration or high-end villas, companies must have corresponding products to meet consumer needs. Undoubtedly, the more perfect the sanitary ware company itself, the easier it is to deal with it.

On the one hand, analyze market information and tap consumer demand. Any manufacturing industry can not do without talent, machinery and equipment, raw materials and technology. If companies want to achieve long-term development, they must continue to optimize and upgrade in these four areas. Enterprises should be good at finding effective information from the market for the development of the industry, and constantly optimize talents, machinery and equipment, raw materials, and technology according to consumer demand, and drive the development of the enterprise by satisfying the needs of consumers.

On the other hand, increase product added value and integrate industry resources. Sanitary companies should pay attention to product design and craftsmanship, detailing details, and constantly increase the added value of products. At the same time, we will try our best to build a smooth industrial chain, integrate resources and complement each other's advantages.