Sanitary companies how to innovate to win market?

If you want to survive and develop in a large number of small and medium-sized sanitary ware companies, the company must have its own characteristics. The reporter's investigation found that the small and medium-sized sanitary ware companies that are currently in good operation are either different in image display and concept, or dare to innovate in materials and technology, or concentrate on the brand style and unity.

In the current Chinese sanitary ware industry, except for a few well-known brands, most of them are small and medium-sized enterprises, and the brand still has a lot of room for development. Xie Yuerong, chairman of Wrigley's sanitary ware, even bluntly stated that “the sanitary ware industry in China is not yet a big company.” However, many problems have also arisen in the exploration and development of these enterprises. For example, in the selection and application of product materials, there have been some confusions in the creation and promotion of product styles.

Playing image and concept cards to attract customers When visiting the Ceramic City in China, the walkway was attracted by a specially shaped children's toilet. This toilet has a sleek flush tank. Looking into the exhibition hall, there is also a toilet flush box. It is spherical and the shape of the dolphin is shaped like a dolphin. It looks like a dolphin in the water with its mouth in front of the ball.

The two specially-designed toilets are all owned by Ida Ware. Mr. Chen Xiaojing, President of Ida Ware, spoke bluntly. The two products can play a very good image and help attract customers to the exhibition hall.

The well field ware exhibition hall is full of attractive eye-catching images, its trademark design is very individual, the trademark from the head, lion body, tiger feet combination, the trademark is next to the brush calligraphy, "the world's first squatting pan" squat, Many products in the exhibition hall are tagged with "This toilet technology is only available in Ida", highlighting the personality of Ida Ware.

Jingtian Sanitary Ware is a technology research and development enterprise, and it hopes to attract customers' attention through several products with individual images, and thus can further pay attention to Tian Tian's technology and strength. Anthony is a pure art ceramic sanitary ware company, and the image of a beautiful bathroom product is especially noticeable.

According to reporters in the Anthony's product exhibition area of ​​China Ceramic City, Anthony's products are mainly hand-made art basins and pedestal basins, and incorporate Chinese cultural elements such as handmade art blue and white porcelain, hand-painted arts and Chinese calligraphy and sculpture into the products. Anthony Sales General Manager Zhao Tuan introduced that Anthony's products were originally designed by Italian designers and mainly exported to the United States and the Middle East.

It is understood that Anthony's art basins, art basins and other products are all made of hand-pulled blanks, which are then hand-painted by ceramic craftsmen. After being molded, they are fired at a high temperature of 1300°C or above. The products are made up of fresh homes, ancient German cultures, European art and rural life are themes. Zhao Tuo believes that simple, natural, original, without any machine processing, is an advantage that other products cannot match.

Ida and Anthony took the product image to attract customers, while Vic bathroom launched a new concept. The reporter saw at Vico Sanitary China Ceramic City Store that Vickers bathroom had played an "ecological sanitary brand". The exhibition hall layout showed a fresh and natural style everywhere. The ceiling was a cluster of leaves and the product was displayed with ducks. The exterior of the exhibition hall is covered with photographs entitled "Vicker's Photographic Exhibition".

Vickers introduced the bathroom, because the material of the Vue bath cabinet can be recycled and reused almost 100%, the production process does not have any emissions of waste gas and other pollutants, is a truly low-carbon environmental protection products.

Technological innovation boosts corporate development It is understood that in the ceramic sanitary ware industry, except for a few well-known sanitary ware brands that have their own independent research and development department, most companies do not pay attention to the research and development of innovative technologies, because in the sanitary ware industry environment in China, renewal of sanitary ware products Very fast, accompanied by product plagiarism imitation. Many companies consider that R&D input-output ratio is inconsistent, and ultimately gave up independent innovation and R&D of technology.

However, the reporter also noticed that there are still a number of small and medium-sized sanitary ware companies in the sanitary ware industry. They are committed to innovative research and development of product technology and have demonstrated their own brand characteristics. In the field exhibition hall of Ida Ware, there are many elements of technological innovation. Chen Tianlian, chairman of the well field sanitary ware, introduced, after 10 years of continuous research, Ida has invented and created siphonic squat toilets, silent water tanks, and front siphonic toilets to fill the gaps in the world. The water saving of the ceramic sanitary ware is also achieved, the use of plugging is reduced, and the utility function of the ceramic sanitary ware is improved.

According to industry insiders, Ida is an R&D company. Its sanitary products are not mass-produced, but are dedicated to product R&D, and then sell R&D patents to companies.

The reporter saw in the exhibition hall of the China Ceramics Town of Jingtian Sanitary Ware that there was a small hole in the side of each toilet's inner outlet pipe connection. Luo Tian, ​​sales manager of Jingtian Sanitary Ware Co., Ltd. demonstrated the flushing effect of her unique technology. She used three liters of water and six liters of water, respectively, to show the same effect achieved by washing 200 test balls and one towel.

In the world, Vic Sanitary has created a new revolutionary bathroom product with more than ten patents in one world—a smart waterproof bathroom cabinet. The new product has comprehensively used a variety of waterproof materials and processes such as aviation magnesium aluminum alloy, stainless steel, polymer materials, aluminum honeycomb structure and DuPont high-temperature automotive paint, breaking through the bathroom cabinet "waterproof is not beautiful, beautiful and not waterproof" Industry problems.

According to Wick bath general manager Dai Yongbin introduction, Vic. integrated bathroom home to waterproof bathroom cabinet as the main product. The waterproof bathroom cabinet uses aviation magnesium aluminum alloy material as the bathroom cabinet panel, completely solving the drawbacks of the wooden cabinet that is not waterproof, moistureproof or moldy; the interior of the cabinet is filled with an aluminum honeycomb structure, and the bathroom cabinet product is light, tough, and not deformed. This technology has applied for a practical patent.

As a dark horse in the sanitary ware industry, Anmon sanitary ware in addition to the original design in respect of product design, innovation in technology research and development. In the just-passed Tao Bo conference, Anmon bathroom focused on the introduction of the dark wall-type faucet. This technical operation shows pictures prominently placed in the China Ceramic City Exhibition Hall. The "N-box Variant Box II Generation" concealed wall type faucet embedded system launched by Anmon Sanitary Ware Co., Ltd. once again demonstrated its strong original design capability.

According to the director of the ABM Anmon Sanitary Market Center, the N-box concealed wall faucet embedded system is a patented product of Anmon Sanitary Ware. It has the common functions of concealed shower, in-basin faucet, floor bath faucet and thermostatic shower faucet. After the upgrade of N-box II, it has many advantages such as ultra-thin wall, more convenient installation, and all-round sealing. It also matches the ultra-thin control panel and ultra-thin air shower with overhead shower, which is more beautiful and practical, and more suitable for hotels. , high-end clubs, public bath options.

Taking the path of differentiation of special materials The reporter saw this year's Guangzhou Construction Fair that the popularity of the wooden fragrance bathroom exhibition hall is very good. The full range of products such as bathtubs, bathroom cabinets, and pendants are based on all-wood materials because of the material quality. On the style and favored by customers. At present, there are few bathroom brands based on all wood materials in China, and Di Valley sanitary ware is different from wood sanitary products. It is understood that the Valley of the wooden bathroom products through materials, vacuum degreasing, drying, cutting and other 35 processes.

Di Zi Valley sanitary ware export Cheng Zihua introduction, Di Valley products are exported to Europe and the United States, Japan, Korea and Southeast Asia and other countries. Its products use natural cedar wood and imported oak to produce magnetic therapy convex massage health barrels, surf massage barrels and other pure natural products, giving people a green, fresh, natural taste of life. However, it is understood that although there are many advantages in wooden bathroom products, there is inevitably a risk of product cracking.

Guardian sanitary ware is known in the industry as a stainless steel bathroom cabinet, and during this year's Shanghai Exhibition, its stainless steel shower room was introduced, which attracted many people's attention. The person in charge of the stainless steel shower room at the company introduced the development of the shower room category because the material of the shower room has always been mainly hardware and glass, and before the bathroom cabinet was constructed, the company had been manufacturing hardware fittings. , With more than 20 years of experience in hardware accessories, we have chosen to manufacture shower enclosures, which will continue to play and give full play to the advantages of our stainless steel products.

According to Pang Lianbin, managing director of Pinwei Sanitary Ware, the differentiation before the shower room industry was not obvious, but now the situation has completely reversed and the market competition is quite fierce. The addition of stainless steel may cause the shower industry to reshuffle. Stainless steel shower rooms must be continuously innovated to differentiate products, increase product competition and innovation, and stimulate more market vitality.

It is understood that the quality of the brand in the terminal because of the prominent stainless steel and image reputation better. The strategic goal of the sanitary ware is to “create a model of stainless steel bathroom”, and will continue to use the stainless steel bathroom brand as a brand selling point. The stainless steel bathroom cabinet, stainless steel shower room, and stainless steel pendant accessories will be implemented at the same time to further refine the stainless steel sanitary area. .

Vic bathroom introduces many emerging materials such as aviation magnesium aluminum alloy, natural stone, art glass and polymer materials. Vickers had introduced ** bathroom, VICK cabinet board uses a warm and die-cast coating processing of aviation magnesium aluminum alloy material, elegant and high-grade, to avoid the kind of cold texture of stainless steel cabinet.

In addition, the bathroom cabinets can also be waterproof because of the reference of the new bathroom material. When the reporter visited Vic bathroom exhibition hall, his staff poured a large amount of tap water into a bathroom cabinet in the exhibition hall. The bathroom cabinet seemed to soak in the bathtub and showed the reporter the waterproof effect of Vic. Vickers bathroom cabinet surface using the United States DuPont Group automotive high-temperature paint technology, boldly drawn sports cars, fashion, IT products and other international fashion elements, making Vic products look young and fashionable.

Analysis of the industry, the field of wooden bathroom cabinets, due to the earlier start, the current market is more mature. However, there is a fatal flaw in wooden bathroom cabinets, that is, waterproof, moisture-proof performance is limited, for the bathroom area is generally not large, can not be dry and wet separation of Chinese families, is more hidden. Therefore, waterproof bathroom products have won the favor of most consumers.

Sovan bathroom is also on the other side of the product material to design a soft bathroom. It is understood that its soft sanitary products were formally put on the market in 2010. A soft bathtub can be divided into a soft layer, an elastic layer, a reinforcement layer and a shaping layer from the inside to the outside.

Sofan Sanitary had displayed the scene of the egg falling to the bathtub at the Shanghai Kitchen and Bath Exhibition. The staff took raw eggs from 1.5 meters and dropped it. The eggs froled back and forth on the surface of the bathtub, but they did not break. The staff explained that because the soft bathtub has an elastic layer of 2-5 cm, high-tech composite materials are used to provide a cushioning effect and fall without harm, just like the feeling of falling on a sofa.

To build brand need to focus on product style When the reporter visited the market, the company found that each bathroom company had its own product style, modern style, modern minimalist style, post-modern style, Chinese classical style, European classical style, neo-classical style and so on. It is worth noting that some corporate products adhere to a style from beginning to end, while others confuse various styles and claim that their products run through various styles.

The current mainstream style in the industry is modern minimalist style. Its products are characterized by simple design and light colors. Many domestic and foreign well-known bathroom brands are also based on this style. However, because well-known bathroom brands have their own product brand awareness and reputation, they have a strong influence in the terminal, and therefore occupy most of the modern minimalist style bathroom market. Small and medium-sized sanitary ware companies, in addition to unrestricted lowering of prices, have mostly won the market with other sanitary ware products.

Industry analysis, because of the constraints of raw materials and process technology, many bathroom products with complex and sophisticated work require a lot of energy, while the product cost of modern minimalist style is the lowest, and the market investment risk is also the lowest. Therefore, most bathroom brands with terminal advantages are selected. Promote modern minimalism as the mainstream style.

However, as a small and medium-sized sanitary ware company that started late or does not have the terminal advantage, in order to win the market, it needs to have its own characteristics and persistence in product style. However, the current situation is that the product style of most small and medium-sized sanitary ware companies is confusing. After mimicking or plagiarizing other best-selling styles, the company labels the products at will according to the market reaction. When visiting the market, reporters often see the same bathroom brand's showroom filled with obviously different styles of bathroom products, and the clerk also bluntly, now that the so-called product style does not have a unified view, as long as the product looks good in line with the aesthetic on it, The so-called product style is only a gimmick in a sense.

The person in charge of the sanitary ware and bathroom has said that quality goods will not maintain or lock in one of the design styles. Defenders are more in line with the trend of the times and are planning to design products that meet current trends. It is understood that due to the popularity of modern and simple styles nowadays, at the Shanghai Kitchen and Bathing Exhibition last year, Qwest launched a series of stainless steel modern bathroom cabinets with a simple style.

Since its founding, the Vatican Space Bathroom has been closely following fashion trends and innovative designs. It has established a bathroom brand represented by "FD Fandom Space". Its product style is mainly fashion and simplicity. The reporter saw in the exhibition hall of China Ceramic City that a leather product line was quite personal. Its products were wrapped in a softer leather over the bathroom cabinet doors and drawers, turning sanitary products into warmer, softer, more humanized products. Huang Yun, the person in charge of the exhibition hall, introduced that Vatican Space's product style is a combination of neo-classical and post-modern fashion, mainly to create personalized products, can show many different styles of toilets.

Compared to many bathroom brand products with different styles and uncertainties, Frank Bathroom has always insisted on the same style of classical bathroom cabinets, and has won universal recognition of the terminal. When differentiated competition achieved good results, Frank was also the target of building the first brand of classical Chinese bathroom cabinets.

It is understood that the choice of bathroom products used in the material is also an important factor affecting its style. For example, in terms of bathroom cabinets, stainless steel is hard to mold due to its hardness, resulting in a stainless steel bathroom cabinet that can be seen in the market. It is almost a single modern minimalist style, and can not show more complex classical and neo-classical decoration style. .