Expected: Three or four line sanitary ware market will usher in the golden period of development

In 2012, the tightening of domestic property market policy is a foregone conclusion, and administrative measures such as purchase restrictions will not be cancelled in the short term. However, the real estate tax pilot will take a certain period of time. The property market adjustment policy may change from an administrative intervention to a market intervention. From the analysis of the domestic pan-home industry, the market is expected to enter the recovery period in the first half of 2013.

During this period, with the accelerating process of domestic urbanization, the guarantee of the delivery of affordable housing, and the economic development of third- and fourth-tier cities, people’s living standards have been continuously improved and their spending power has increased rapidly. It is expected that the domestic three- and four-tier cities will Sanitary ware market will usher in a golden period of development.

Concerned about policies and moves In recent years, Xiamen's real estate industry has developed rapidly, driving the development of Xiamen's building materials and home industries. It is understood that from 2004 onwards, the Xiamen home building materials market has undergone tremendous changes. First, Fujian's local building materials stores have expanded Fujian Wood City to take the lead in entering Xiamen. Dongfang Homeland Building Materials Supermarket, B & Q Home Improvement Building Materials Market, Jijia·Home Furnishing Materials Square, New King Building Materials City followed. Then, Xiamen Jiangtou Building Materials Market, Jimei Xiyingmen Building Materials Market and Hongxing Meikailong Home Appliances Store entered one after another, setting off a wave of expansion of the Xiamen building materials home market. At present, Xiamen has seven large building materials markets with a total area of ​​more than 180,000 square meters, and the market is extremely competitive. In 2011, affected by the national real estate regulatory policies, Xiamen's building materials home market was weak, and the business of the businesses was much cooler than in previous years.

In January 2012, Minister of Housing and Construction Jiang Weixin stated that this year we must continue to speed up the construction of individual housing information systems and guarantee the networking of 40 major cities by the end of June. Although the list of these cities has not yet been announced, Xiamen has basically become the consensus of the industry as a pilot. Xiamen's room control policy in 2012 may be fine-tuned. Sanitary company managers and distributors need to pay close attention to related policies, seize the opportunity, and formulate development strategies for corporate transformation and upgrading and channel sinking.

Transforming the value concept by leveraging the mature market To achieve further development, it is imperative to form an oligopoly through industry reshuffling and industrial integration. At present, the domestic sanitary ware market is highly competitive. The value concept of small and medium-sized sanitary ware companies should be transformed from “competitive value creation” to “co-creative value creation”, integrated into the industrial chain, and create its own core competitiveness. Small and medium sanitary companies can start from the following four aspects:

First, the original processing manufacturer (OEM) who is a mainstream company forms "purchase and processing" cooperation with mainstream enterprises to form a sub-market procurement manufacturing outsourcing; second, to become a mainstream enterprise's original brand manufacturer (OBM), and the mainstream Enterprises form a "brand and channel" cooperation to form a brand pyramid structure of market segments; Third, to become the mainstream company's original design manufacturer (ODM), and form a "research and development and design" cooperation with mainstream companies to form the R & D design of market segments Outsourcing, this is suitable for R & D and design strength, no large-scale plant, machinery and equipment of sanitary technology companies; Fourth, do mainstream company's distribution service providers, and mainstream companies form a "logistics and distribution" cooperation, the formation of "multi-channel three-dimensional" distribution logistics Outsourcing. Small and medium-sized health enterprises can take advantage of this to reduce their operational risk, strengthen their own strength, and accumulate strength for the company's follow-up development.

Adjust the development strategy to focus on brand promotion in Xiamen, the channel construction of more mature domestic sanitary ware companies are Fujian Nan'an and Guangdong two bathroom brand factions. Take the Nan'an sanitary ware brand as an example, the channel construction of Zhongyu, Jiumu, Brilliant and Shenluda has penetrated into the third and fourth-level markets, and has become a favorite brand among many rural consumers in rural areas. The Guangdong brand Hengjie sanitary ware developed the domestic market in an all-round way, and intensively cultivated the third and fourth class markets in Xiamen, formulated a brand strategy, adopted a differentiated business model, and developed into a leading brand in the domestic sanitary ware industry in just a few years. Good results. Guangdong's other sanitary brand, Oregyz·Shangmag, aims to complete the construction of channels for 80% of second-tier cities and third-tier cities in the domestic market this year. With the establishment of new outlets for Orloga·Shangxin in the country, The brand awareness and market influence have been greatly improved. In transforming the direction of development and focusing on brand promotion, many health enterprises in Xiamen have started their operations. Based on the layout of the national market in Fujian, such as the Xiamen Wal-Jejie sanitary ware and Weiyina sanitary ware, all have achieved significant development.

Attracting Talents to Promote Business Transformation At present, the biggest obstacle to the development of sanitary ware companies is not the weak brand influence, but the lack of relevant professionals. The loss of sales talent led to the fracture of sales channels, which made some of Xiamen’s health enterprises fall into a dilemma in the process of enterprise transformation and brand strategy upgrade. Xiamen Weiqi also deeply realized the importance of talents, began hiring senior professional managers, and set up a brand strategic marketing planning team.

Some enterprises with modern enterprise management concepts, strong capital, and excellent teams have rapidly increased their overall strength during the process of transformation and upgrading. With the management philosophy of Xiamen Weiqi tending to be scientific and modern, the momentum of its rapid development has also attracted many professionals in management, marketing, planning, design, etc., which has promoted the transformation and upgrading of Xiamen Weiqi.