On May 31, the 2012 China Real Estate Engineering Purchasing Hardcover Industrialization Development Summit Forum, co-sponsored by China Real Estate News and China Real Estate Engineering Purchasing Alliance Hardcover Industrialization Club, will open the curtain. The organizers will unite the upstream and downstream authorities of the industry chain and Well-known enterprises jointly explore the direction of the hardcover industry and the problems that need to be solved in the current situation, and find a solution.
As the protagonist of the house decoration, the kitchen and bathroom industry has not only ushered in new opportunities but also faces new challenges under the general trend of fine decoration. To this end, this issue of the reporter has written four editions of the kitchen and toilet topics, intended to deeply understand the new opportunities, new challenges, new dilemmas in the kitchen and bathroom industry under the background of fine decoration, and to look at the current situation of the kitchen and bathroom industry.
The bathroom industry broke the "hardcover era"
Due to industrial upgrading, market reversal and policy orientation, in just a few years, hardcover houses have become a reality in the real estate industry. According to industry statistics, at present, hardcover houses account for 20% of the national housing ratio, and still show rapid growth.
As the protagonist of the house decoration, the decoration design of the bathroom space faces great challenges and opportunities. How to solve the problem of sanitary decoration in the “hardcover era†of real estate is something that developers and sanitary ware companies need to face.
Status: favoring foreign brands
Developers in the choice of hardcover room decoration materials, the use of well-known international brand companies, especially bathroom, cabinets, wood flooring and other high frequency of home improvement materials, which has almost become the real estate industry's "rules."
Wang Caizhi, assistant manager of the procurement department of Sunshine Real Estate Group, said that the sanitary products used in the hardcover rooms of their company are all international first-line brands.
When talking about the reasons for this situation, Wang Caizhi said that the fine decoration owners have high sensitivity to the brand and quality of the products, and the international high-end sanitary ware brands can improve the decoration grade of the whole house.
The sanitary brands on the Vanke partner list are Kohler, American Standard, Lejia and Zhongyu. All of them except the Zhongyu Sanitary Ware are international sanitary giants.
In the project of Landsea Real Estate, which started as a green real estate project, the proportion of fine decoration is close to 100%. Like Sunshine, the bathroom used by Landsea Real Estate is almost all international high-end brands.
Guo Weihai, general manager of the Land Development R&D Center of Landsea Real Estate Group, told reporters that the first thing is that the owners prefer foreign brands and demand big brands. Secondly, the quality of high-end brands is guaranteed, which also greatly reduces the maintenance work of the house warranty period.
"In fact, quality has won the market for them." Guo Weihai said.
Yin Hong, secretary general of Foshan Ceramics Association, said: “When foreign sanitary ware brands first entered China, they were all star-rated hotels. Their brand image and product quality have been deeply rooted in people’s hearts. It is precisely because international brands have always focused on the engineering market, so they The channels, services and experience constitute the consistent advantage of international brands in this market."
As Yin Hong said, compared with the development of foreign sanitary ware industry, the development of sanitary ware industry in China is relatively late. Most sanitary ware enterprises started from the low-end retail market. The heavy production and light research and development led to the lack of international famous brands in China's sanitary ware industry.
Yin Hong believes that foreign brands have first-mover advantage. They enter the Chinese market layout at an earlier time. With strong product research and development capabilities and rich sales channels, they provide uniforms for small-scale products from hardware pendants to bathroom accessories. Configuration, therefore, the developer will consider the bathroom brand that matches the design concept of the development project when selecting the product, and achieve strategic cooperation with the well-known sanitary ware brand.
Compared with residential real estate, domestic sanitary ware brands are even more miserable in the high-end commercial real estate market. Among the top 500 Chinese sanitary ware development companies, the “Top 10 List of Sanitary Ware Topics†under the “2011 China Real Estate Development Enterprise Top 500 Building Materials Selection Brand List†was selected. Only Zhongyu Sanitary Ware was selected as a domestic brand. .
Trend: National brands are gradually "upper"
At the time when foreign sanitary ware brands were confined to the hardcover houses in the first-tier cities, many domestic sanitary ware enterprises chose to take a detour, enter the fine decoration projects of second- and third-tier cities, or exert their efforts on public construction projects in second- and third-tier cities.
In order to be able to make breakthroughs in the engineering market, Yingjie Sanitary Ware and Jiumu Sanitary Ware have made breakthroughs in the engineering market. Currently, they are all aimed at public construction projects in second- and third-tier cities, such as hospitals, schools, government agencies, etc. Such projects are easier to break through.
There are also companies that choose the “curve to save the country†route. Taking Faenza sanitary ware as an example, in order to open up the engineering market, after knowing that Country Garden has signed a contracted sanitary strategic partner, it chose to cooperate with Country Garden on some small hardware components to win by participating in the project. More opportunities.
Wrigley Sanitary Ware signed a strategic cooperation agreement with Shenzhen Ruihe Decoration Engineering Co., Ltd. and Shenzhen Jianyi Decoration Design Engineering Co., Ltd. to enter the real estate hardcover engineering market by bypassing the home improvement industry.
Yin Hong believes that many domestic sanitary ware brands have been very good in product quality, and have a qualitative leap compared with previous years. The most important thing to do now is brand building. Of course, this still requires a process, but the domestic brand gradually "upper" has already begun to take shape.
Guo Weihai believes that in order to break through the domestic sanitary ware brands, in addition to the improvement of brand and product quality, the “class†that needs to be filled in the engineering market is customer service.
“The installation and after-sales of international brands are often done well. Domestic brands have been engaged in retail channels before, and their product installation and after-sales service are somewhat lagging behind. This is also an important reason for real estate developers to choose international brands.†Guo Yihai said.
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