This round of property market regulation has increasingly affected downstream industries. Among them, the plumbing and sanitary ware industry with a total of thousands of brands has ushered in the wave of the era of market refinement in the process of industrial integration. Plumbing businessmen have tried their best to find their own development path of differentiation. In product positioning, some focus on luxury and some focus on popularization; in brand promotion, some advocate the expansion of new territories, while others focus on defense.

 

Say goodbye to the era of "crying on stars"

 

"From the endorsement of big-name celebrities a few years ago, to the effort to create product features, it can be said that domestic plumbing and sanitary ware companies have begun to mature." Industry insiders said that this can be from the 17th China International Clues were seen at the kitchen and bathroom exhibition.

 

At this exhibition, which represents the highest specification in Asia in the plumbing and sanitary ware industry, the popular "star style" in previous years is gone. Fan Bingbing, Lu Yi and other front-line celebrities are no longer at the event. Enterprises are choosing to put the latest and best products in the foreground, and all the protagonists return to the product itself. "At the moment when the consumer market is dominated by rationality, the advertising model of relying solely on star earning and shouting is outdated. Consumers, distributors and the market all want cost-effective products." Gu Huanyu, brand expert of the Ministry of Commerce, said consumers Rationality dominates the development trend of the enterprise. Another analyst believes that another reason why big-name celebrities are no longer invited is that under the premise that the overall market is weak, some companies need to save unnecessary expenses. If you ask a star to appear, you will need hundreds of thousands or millions. Yuan, such expenses are not affordable by all enterprises. "It is obviously more cost-effective to invest limited funds in product innovation." The source said.

 

Italian designers invited for the next cost

 

"Customers still prefer good-looking, individualized products." Ms. Huang has long been engaged in marketing sanitary ware products in markets such as Singapore and the United States. From the marketing experience, she believes that personalized things can attract consumers' attention. This idea has also become the consensus of many companies.

 

"The main consumer groups in the market are young people, and what do young people value most? The survey shows that, in addition to being easy to use, they are very interested in design." Cai Jilin, president of Zhongyu Building Materials Group, said that It is out of such considerations that in the past two years, they have actively introduced top Italian designers, and through propositions, let them design top products that are in line with the Chinese consumer market. "We are actively borrowing brains, using Italian design art, German exquisite craftsmanship, and combining Chinese consumer culture." Cai Jilin said that design has become a way to increase the added value of products. This model has found that the market acceptance It is still relatively high, aimed at the mid-to-high-end market that values ​​quality and likes design. Many of the new products in Zhongyu's high-end brand XTIME are from the hands of Italian designers. They were sought after for the first time at the Shanghai Kitchen and Bathroom Show. Coincidentally, also in Nan'an, Aipele Sanitary Ware also uses the outside brain to hit the market. They collaborated with design colleges to put design-friendly bathroom products on the market by allowing students to submit assignments. "We want to attract ordinary young people. The faucet shape is curved or straight, and there are different colors of shower room borders, multi-colored wash basins, etc. In the era of pursuit of individuality, the bathroom should also show a personalized decoration style. This is our company's proposition. "Zeng Shuizhi, head of Aile Music, said.

 

Market subdivision to tap consumer potential

 

"Zhongyu will focus on the development of star-rated hotels this year." Lin Wenwu, marketing director of Zhongyu, said that developing crystal bathroom products and rushing into the high-end market have become the focus of their marketing this year. As we all know, there is a lack of national brands in some domestic star hotels. Last year, Zhongyu became the first plumbing and sanitary ware enterprise in Fujian to join the China Hotel Alliance. Previously, the sanitary ware products they produced had already appeared in many domestic and international high-end hotels.

 

"Supporting national brands is the direction we have been striving for." Said Deputy Director Feng of the China Hotel Alliance Committee. Before that, they have visited many enterprises in Fujian, attached importance to the integration of resources, and cooperated with Germany's high-end mutual penetration. Zhongyu wins key. In addition, Zhongyu will also vigorously expand the market in first-, second-, and third-tier cities across the country.