How has the sanitary ware industry performed in recent years?
Because sanitary ware is considered to be quite close to the home appliance industry in terms of brand attribute, product connotation, added value and after-sales service, it is often compared with the home appliance industry. In recent years, the sanitary ware industry has also begun to absorb more and more advanced marketing concepts and practices from home appliances and other industries, mainly in the following aspects:
A. Increase the investment in advertising for end consumers. From the perspective of the degree of participation, more enterprises and more times participate. From the direction of advertising, more and more attention is paid to the advertising for end consumers, from industry magazines and newspapers to various home fashion magazines, from giant outdoor posters beside the airport road to TV advertisements, TV advertising has been promoted from local TV stations to CCTV, and the gold content of advertising is increasing. All bathroom brands hope to guide and cultivate consumers' cognition and acceptance of their bathroom products through advertising for the target audience.
B. After sales service has become an increasingly important card for sanitary ware manufacturers. Compared with the after-sales service that has been done well in the electronic industry, the after-sales service provided by domestic sanitary ware manufacturers has just begun, and there is still a lot of room to learn from the home appliance industry. At present, the after-sales service of domestic bathroom brands often depends on the dealers themselves, so the service level is uneven. Most Sanitary Ware brands only stay at the level of traditional commodity sales, and the service concept is only to help install and maintain the so-called "after-sales service", which does not form a complete and mature service marketing system, which is far from enough for sanitary ware, a professional household product, from shopping guide to installation and maintenance, It is not familiar to ordinary consumers and can be completed by themselves. As sanitary products become more intelligent and the technical structure becomes more and more complex, the matching and innovation of services become more and more important. It can be predicted that the era of service economy has come, and service will become a sign of the maturity of the bathroom market. Throughout today's bathroom market, whoever has services and who can provide consumers with more product added value will become the real king of the market.
C. Attract cross industry marketing management talents and pay attention to the training of manufacturers and dealers. More and more professional managers agree with the development space of the bathroom industry, and manufacturers also agree that the value brought by cross industry professional managers can not be replaced by empiricism, In recent years, there have been strategic arrangements for senior industry empiricists to fight side by side with professional managers from other industries in some Sanitary Ware brands. Paying attention to training is also a potential demand for sanitary products. The specialization and humanization of sanitary products make this kind of training very necessary. In recent years, some large manufacturers will invite training consultants to carry out internal marketing practical training. On the other hand, the high cultural connotation of sanitary products also determines the higher requirements for dealers, At present, the customers of sanitary ware dealers are more educated, delicate and professional than the dealers of wall and floor tiles. The learning awareness of dealers has also been greatly improved.
Analysis on development trend of sanitary ware industry
On the importance of bathroom enterprise design