In 2012, the kitchen and toilet industry was full of people. The opening of the 17th Shanghai kitchen and bathroom is just around the corner. What kind of appearance will the public enterprises show? After the 2011, how will the brands turn around and complete the transformation? Based on the changes in the kitchen and bathroom industry in 2011, Xiaobian boldly predicted the transformation of the Shanghai Kitchen and Bath Show .
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One of the changes: kitchen and bathroom integration
In recent years, the sanitary ware industry has evolved from a single product to an integrated one. Many powerful sanitary ware brands are taking the whole bathroom route. It is expected to use the combined advantages of the whole bathroom to gain more market share and revenue opportunities. We can see in the bathroom street of Dongfeng Road that many dealers often put their own bathroom cabinets, drying racks, showers, etc. In the exhibition hall, as long as the customer wants what kind of products, the store seems to meet the requirements of consumers.
The dealer said that if you do a special job, you will often lose a lot of customers who enter the store, so only take the goods in the industry as far as possible into the store, thus achieving integration. To guarantee profits. After the overall development of bathroom development in 2010 and 2011, but the slightly more powerful bathroom brands are collectively embarked on the overall bathroom road. It is expected to gain more market share and revenue opportunities with the combined advantages of the overall bathroom.
Some pioneers in the bathroom brand have extended the tentacles of the bathroom to the kitchen cabinet field: Wrigley has set up its own kitchen cabinet factory. In June 2011, Jiumu Sanitary Ware set up a high-profile establishment of Jiumu Kitchen and Bathroom Co., Ltd., which has kitchen and bathroom furniture and bathroom ceramics. The overall shower, as its core business, shows its determination and confidence to prepare for the development of kitchen and bathroom integration. The international sanitary ware brand Kohler has already realized the integration of kitchen and bathroom. At the same time, as the leader of the domestic kitchen cabinet brand, Europe has borrowed the advantages of kitchen cabinets to advance into the sanitary ware industry and realize the integration of kitchen and bathroom.
>>Editor's comment: Although the integration is optimistic, but the concept of "whole" has been debated between the industry and consumers, the overall price of kitchen and bathroom is the bottleneck of marketing.
Many sanitary ware brands set off the trend of “whole bathroom†in 2008. Many kitchen appliances and cabinet brands have intervened or integrated each other, which will create a “whole kitchen†in the true sense. In 2012, the overall trend will continue to prevail, but how to reduce costs and expand the different grades of the system, truly make the overall kitchen and bathroom become the mainstream of the market, is a problem that kitchen and toilet manufacturers should consider.
The second change: style diversity
Most of the current mainstream consumer groups are the Pan-80s white-collar workers, and this group of people is the most diversified group. The kitchen and bathroom products will also be transformed into different models to meet the needs of different consumer groups. demand.
Because some white-collar workers don't have too much space for first-time home purchases, they are constrained by the limitations of bathroom space. They emphasize convenience and simplicity in the bathroom space, and they are full of modern atmosphere, allowing them to relax through these bathroom products after a hard day's work. . The modern simplicity they pursue is reflected in the modern style of the bathroom. At the same time, the lines should be simple in design, practical, and not too cumbersome bathroom products.
And after 80, it is a generation that is clinging to the trend, home, minimalism, personality, retro, contrast, mashup, their preferences are all-encompassing. For a time, the “mix and match style†has been copied by the designers of various industries. The absorption and reference of the popular elements in the industry has long been nothing new. The kitchen and bathroom products have also been put on this popular express train, with Chinese elegance and European romance. The quaint nature, the luxurious and luxurious styles are all fascinating.
>>Editor's comment: It is true that the brand can't be in the product style, it depends on the technology level of the company itself and the consumer groups. How to change the product style of the Shanghai Kitchen and Bath Show, we have to wait and see.
The third change: product energy saving
Low-carbon environmental protection and health and energy conservation are the higher requirements of modern people for sanitary products. The major sanitary ware brands often use environmental protection and health slogans. The various products of the bathroom, such as bathtubs and washbasins, have been applied to the latest high-tech techniques, and further satisfy people's pursuit of health and quality in terms of water-saving and environmental protection technologies. Therefore, environmentally friendly and energy-saving products are increasingly favored by the market.
Today's product manufacturing materials, metal materials have also been replaced by environmentally friendly materials, the appearance and function of the integration of new high-tech technology, thus satisfying more consumers. Some reporters have learned that the latest national standards clarify the average water consumption of water-saving toilets: the average water consumption of urinals does not exceed 3 liters, the average water consumption of toilets does not exceed 6 liters, and the average water consumption of squatters does not exceed 8 liters. It can be seen that saving energy will be a new battlefield for all bathroom companies to compete.
Among the many brands at home and abroad, many brands have set off the banner of “water-saving sanitary wareâ€, but more enterprises are still on the road of development. The industry analysts believe that at the upcoming Shanghai Kitchen and Bath Show, water conservation will become a major attraction for major brands.
Known as “Water-saving Sanitary Wareâ€, Osman has built a quality sanitary ware brand with water-saving and fashion-oriented features in the sanitary ware industry, relying on its own production technology and brand leadership. From “No seams, double crystal bright†"Jewel glaze" once formed a one-piece toilet to a seamless toilet, from "the evolution of bathroom" to "the extraordinary quality of the product", the Aussie bathroom and bathroom industry has shaped the image of the leader.
At the exhibition, Aussie Sanitary Ware will also introduce a variety of new products, including the AS-1279 water-saving toilet that has been well known to consumers, its integrated molding technology, dual crystal bright glaze technology, double S siphon technology and 60 ° Jin Xuan technology has made many consumers look forward to it.
As early as the end of 2010, the AS-1279 water-saving toilet won the first place in the Chinese sanitary ware evaluation category. Now, the AS-1279 water-saving toilet enters the Shanghai Kitchen and Bath Show, which will lead to a new round of water-saving storm. .
>>Editor's comment: Today, energy conservation and environmental protection has become the focus of global attention. It is not surprising that water conservation has been widely concerned by the kitchen and bathroom industry. The new national standard for sanitary ceramics has made the use of toilets with more than 6 liters of water. The water-saving requirements of not allowed to go public have also become the best footnotes for the water-saving trend of sanitary ware.
However, although water conservation has increasingly become a hot spot of public concern, many manufacturers are also taking water-saving “speaking thingsâ€, but the market for water-saving sanitary ware is still chaotic. Some manufacturers have posted “water-saving†labels, but the products have actually reached Standard requirements are still open to question. On the other hand, although many consumers are interested in the water-saving performance of commodities, in addition to water consumption, there is no concept of more specific information such as the flush rate, the flushing distance, and whether or not to deodorize. Therefore, we must see that water-saving products are popular, and whether it is the concept of consumers or the strength of enterprises, it needs to be more radical.
The fourth change: intelligent technology
Addressing physiological needs and personal hygiene has long been regarded as a narrow definition of bathroom. Maximize the enjoyment of people's enjoyment into the bathing space, focusing on the intelligentization of bathroom products. The two channels of human enjoyment - vision and hearing are fully realized in the bath room.
A stylish bathtub, in addition to having enough bathing space, smart business is cleverly inlaid with TV and audio equipment. Electric lift cabinets, anti-collision strips, and versatile storage space make the housewife's kitchen time better, and the added functions and accessories also greatly increase the added value of the cabinet products.
In the past 2011, intelligent sanitary ware technology in Shanghai show big show: Kohler bathroom neon (numi) high-tech smart toilet, toto water magic technology bathtub and other bathroom brands exhibited smart toilet, thermostatic shower faucet, CNC The leading technology inductive technology is all about the beginning of the era of intelligent technology.
Some time ago, a brand developed a small-sized smart toilet, high-profile publicity and promotion, the purpose is to expand sales through the low-key intelligent technology promotion. In the design of intelligent products, it must be based on human nature, as far as possible to facilitate people's use and enjoy the taste of life as the starting point, but the intelligence can not be cumbersome, simple intelligent bathroom technology can enhance the consumer's life value, but also achieve higher The price/performance ratio.
>>Editor's comment: With the improvement of consumer's life value, its humanization requirements for sanitary products will be higher, and smart technology is the most critical technology to promote humanization of products. The market share of smart bathroom products will have A large increase. However, the bathroom brand needs to pay attention to how to obtain low-cost smart technology advantages to cover the current mainstream consumer groups.
The fifth change: the value of marketing model
After the promotion of the sanitary ware industry in 2010 and 2011, from the initial enthusiasm of consumers, the fullness of the merchants, to the increasingly indifferent participation of consumers, returning to the era of rational consumption, the promotion is no longer the sale of the spirits. Dan.
With the high maturity of the kitchen and bathroom market today, leading brands have been formed, and the customer's brand orientation is very strong. The market competition is first manifested in brand cognition competition, followed by product and price competition.
In the sorrow of domestic sanitary ware brands, international sanitary ware brands have achieved contrarian growth with their value capabilities, showing that the impact of prices on consumer purchasing decisions is declining significantly, and value is becoming a key demand for mainstream consumer groups in the future. There are currently thousands of brands in China, and there are few brands that can really discover the value of value.
On the other hand, the floor tile industry, which is closely related to the bathroom, has already got rid of the price war of the industry, paying attention to cultural marketing, playing cultural value, design value and artistic value card. Established a ceramic museum, designed with international designers, and applied medieval art styles to make simple floor tiles into valuable cultural products. Since 2010, some sanitary ware companies have also begun to focus on value competition and launched some value products that represent Chinese culture, such as blue and white porcelain, Chinese style and other series.
>>Editor's comment: The market transformation including market differentiation is reminding all enterprises. While grasping the market, we must adjust their marketing models in time so that enterprises can pull their legs out of the scourge of the mud, not to be dazzled. The marketing model is confusing and ignores the most important value of the brand.
In 2011, the brand has undergone sales upgrades, the market policy is faltering, the government's real estate regulation and control, product strategy is to promote individual fashion, push safety and environmental protection, push cutting-edge technology, push color breakthrough, and push low prices.... .. Some people go forward, some people retreat into progress, in short, the kitchen and bathroom industry has gone through an unusually rugged 2011.
At this year's kitchen and bathroom exhibition, we will not see the big brands such as Wrigley and Faenza. But the hot show will also let us see another group of people who are eager to try and lead the industry.
Consumers are changing, corporate marketing models have to be changed, changing or letting companies withstand pressure, or other brands encounter cold, 2012 kitchen and bathroom exhibition, where the enterprises go, let us wait and see.
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