Bathroom brand recognition has gradually become the mainstream consumer

In the current development of the sanitary ware industry, the agency-based approach has become the most critical channel for the procurement of goods in the current building materials market during the cooperation period, and is also the main model for the rapid entry of sanitary products into the consumer market in the early stage of market opening in South China. With the development of the market economy, in the high-speed operation of the real estate economy, it will drive the bathroom market a huge market development space. However, the modern consumer groups have improved their economic income and consumer tastes, and brand recognition has gradually become the mainstream of current building materials consumption.

In recent trends of branding, the original agency-based sanitary ware companies are gradually undergoing operational restructuring. The original agency-based business model has been transformed into a brand-based operation. For example, some sanitary ware brands have expanded rapidly, effectively expanding markets across the country. To this end, the author will elaborate on the selection of channels in the process of transition from agency to brand.

At present, the agency-based approach is still the main mode for sanitary products to quickly enter the building materials consumer market. This model is also the basic channel for the current building materials consumer market cooperation. With the changes in the income of consumer groups and the improvement of personal taste, the consumption consciousness will gradually shift to the brand type, and the brand sanitary ware will become the consumption mainstream of the decoration market consumer groups. At present, sanitary ware production companies are gradually implementing business restructuring, and the transition from the original agency-based business model to the brand-based business. However, most companies still indulge in previous successes in this process. However, when they learned about the market, they learned the true power of “doing industry trends and accomplishing big business”. If the difference between the brand and non-brand sanitary ware is very different, then the strength of the brand is so great.

The existing sanitary agency business model, its product management form is more elementary, namely: by the manufacturer - regional agency - terminal distribution - consumer customers. In this marketing channel architecture, manufacturers can guarantee their interests by just controlling upstream suppliers and downstream regional agents.

However, the mode of operation and management of the agency-type enterprises is loose, the operation mode is simple, the management skills and cultural factors are relatively low, and the entry threshold is low. At present, Sanitary Ware Manufacturing Co., Ltd., which reforms the business model and strives to become a brand-oriented company, is not only in order to maintain the stability of the company's long-term operations, but also to obtain a higher market return during the brand management process.

Brand management has become a trend in the development and operation of sanitary ware companies. However, in this evolution process, the establishment of a brand model in the new environment requires a price and a risky operation. Therefore, only a small part of sanitary ware companies are actively seeking new ones. Development, and the rest are waiting in the wings.

However, we must make it clear that the original agency-based channels of sanitary ware companies are no longer able to meet the construction and sales promotion of sanitary ware brands. Therefore, the agency-type sanitary ware companies often adopt three methods in branding channel restructuring: the overall transition of the original wholesale marketing channels; the partial transition of the original wholesale marketing channels; and the establishment of new brand-type marketing channels. These three methods can be based on the actual situation of the company. To build a strong channel for branding is not to not seek cooperative agents, but to require deeper, multi-faceted cooperation (eg, store decoration outside signboards).

The current brand development has many ideas. How to build a strong brand channel? We can develop from the stage of market entry—market development—to three levels of strong brand development: After the product planning is completed, the brand is established. In the early stage of market development, the company is best able to use the network of the company and its partners. Sports and entertainment celebrities, and make full use of good relations with the industry media, actively organize new product launches, forums, participate in large-scale event sponsorship, etc., use their influence to quickly increase visibility, and promote a group of high-income people in the bathroom brand The sense of identity, through the price difference between the difference and foreign brands to obtain benefits, and provide them with value-added services and quality products, enhance interaction with consumers, to establish their own brand loyalty.

At present, the core competitiveness of the brand has shifted from the competition in the original marketing level to the competition in the brand core ability of resource integration. Traditional resource integration does not fully consider various market factors and brand core competitiveness. As a result, many companies or brands have violated the principle of brand core competitiveness in the process of growth. The brand has declined and the market has lost its brutal competition. Come out. To analyze the brand's core competitiveness, we must use value-based thinking to consider what is the goal of the company's operations and how to maximize the brand's core value. After continuously carrying out propaganda in the industry media, it brings in a steady stream of consumer groups, and cooperates with industry exchanges and product promotion, and continues to stimulate consumption through influence.

To adhere to the trademark and brand strategy. The construction of sanitary bases can upgrade the level of sanitary ware manufacturing industry. Currently, the development strategy of “fabricating a famous city” and the sanitary ware industry association are also being actively planned. The government encourages enterprises to register and use trademarks, strive for famous trademarks, build brand for consumer demand, and promote Trademark brand strategy. The introduction of sanitary ware from the concept to the organic supplement of product R&D design really provides consumers with more diversified services and choices, gains the recognition of target consumer groups, and the sanitary ware extension products and industrial chain are gradually developing and mature. Highlighted. This kind of action must also be carried through from the stage of market development, and the opportunity points are constantly emerging from the benign brand strategy management.