How has the sanitary ware industry performed in recent years?
As sanitary ware is considered to be quite close to the home appliance industry in terms of brand attribute, product connotation and added value, after-sales service, etc., it is often compared with the home appliance industry. In recent years, the bathroom industry has also begun to absorb more and more advanced marketing concepts and practices from other industries such as home appliances, mainly in the following aspects:
1. Increase advertising investment for end consumers from the perspective of the degree of participation, more enterprises and more times have participated. From the direction of advertising, more and more attention has been paid to advertising for end consumers, from industry magazines, newspapers to various home fashion magazines, from giant outdoor posters beside the airport road to TV advertisements, and TV advertisements have been promoted from local TV stations to CCTV, Advertising is becoming more and more valuable. All Sanitary Ware brands hope to guide and cultivate consumers' cognition and acceptance of their sanitary ware products through advertising for the target audience.
2. After sales service has become an increasingly important brand for sanitary ware manufacturers. Compared with the after-sales service that has been well done in the electronics 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 sanitary ware brands often depends on the dealers themselves, so the service level is uneven. Most Sanitary Ware brands just stay at the level of traditional commodity sales. The service concept is only to help install and maintain the so-called "after-sales service", and has not formed a complete and mature service marketing system. This is far from enough for sanitary ware, which is 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 ware products become more intelligent, The technical structure is becoming more and more complex, and the matching and innovation of services are becoming 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.
3. More and more professional managers agree with the space for the development of the sanitary ware industry by absorbing cross industry marketing management talents and paying attention to the training of manufacturers and dealers. Manufacturers also increasingly 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 ware products. The specialization and humanization of sanitary ware products make this kind of training very necessary. In recent years, some large manufacturers have invited training consultants to carry out internal marketing training. On the other hand, the high cultural connotation of sanitary ware products also determines the higher requirements for dealers. At present, the customer group of sanitary ware dealers is higher, more exquisite and professional than that of wall and floor tile dealers. The dealers' learning awareness has also been greatly improved.