China into a bathroom break through the main battlefield of national brands (Fig
China is the world's most populous country, eating and drinking Lazard commodity market is huge and has to be further developed in recent years with the improvement of living standards, more and pursuit of life, taste and style, Hardware Bathroom Market faster, while following the popular product is hot, new high-end design and production of business frequently.
Bathroom And a Financial Storm sweeping the globe, no matter what kind of panacea for the use of these high-end bathroom brands are feeling very difficult and the global market shrink, lose all of the local market consumption potential, only the Chinese market can digest their products, but still show growth trend . Not hard to imagine, to the U.S. Department of Department of Japanese and European competition-based high-end sanitary ware market in China smoke, big bathroom brand's crowded, intense death struggle is played.
The absence of high-end national brand competition unwilling
International high-end sanitary ware brand through its own technical force, the level of cost control, quality of product quality and strong capital strength and brand recognition to China sanitary ware brand out of the line camp, and made off with an absolute advantage of high-end market profit margins.
The growth of China's sanitary history of relatively short, therefore, participate in China's high-end line brand competition in the market slightly immature. The market crown for the Chinese national brand, Wrigley bathroom line, Hui Da, more than a hundred years of history, Japan, Spain, the East Tower and musicians 90 years of market Hammer Lian, Wrigley became the largest selling brand of bathroom just as young and old age and year of Competition. Therefore, the Chinese market will appear the absence of high-end national brand sanitary situation of market competition, and in fact, no shortage of Chinese national brand bathroom, much less high-end competition, lack of courage, from these well-known bathroom brands in China to watch the market action They refuse to admit the absence of high-end competition, and they wait.
Regional brand and cost-effective leveraging market
Bathroom brands in the rise of national process, although difficult to shake once occupied by foreign predators bathroom high-end market, but they are ways to close the high-end market, while adhering to the premise of their own marketing strategies, impact on the three pillars of virtually the competitive landscape, and then expand the high-end market share.
First, the impact of high-end market, the rise of regional brands
Sanitary ware market in China is divided into seven regions, including North, East and South China is a mature market, a second-tier cities and developed areas mainly in these three areas, building materials market is saturated. Southwest, Central, Northeast, Northwest is concerned about the relatively low degree of market, because of their low maturity, the development of more space, but also the future high-end brands compete for the market. China sanitary ware brand has a clear line of regional, Wai-tat started in Tangshan, northern China market do burgeoned; Kent started in Foshan, southern market sales will be even greater; dimensional fortune in Chongqing, in the western market will be more popular in . Of course, the brand of Guangdong as the concentration of bath, with some particularity. However, the national brand marketing strategy for regional breakthrough achieved initial success, the absolute share in the fixed area of national brand greatly limits the market for international brands to enter.
Second, significant national brand price advantage
High-end sanitary ware market in China has focused on the first tier cities, financial crisis, the smooth sailing of the international sanitary brands are beginning to aim the target markets outside the city line. China sounded Home Appliances The clarion call to rural areas, the international bathroom brand conscious rural market is likely to be the next high-end brands can be the key blow of the market. Present, including Kohler Including international brands to enter the second and third tier markets are rapidly to respond to China's real estate market and the financial crisis caused by a new pattern of changes in building materials market. It is understood that adhere to high quality international brands in the premise, developed a range of flexible promotion and Marketing Strategy to secure first-tier cities share the premise of the original steadily expanded second and third tier markets.
Although foreign brands a unique show, but the benefits of national brand reach, Arrow, Faenza and other progressive force, and invest heavily in marketing, focusing on the main building to experience the whole bathroom space, which will make the international brand market share declined. For example, Wrigley known for cost-effective bathroom has a very high brand awareness and reputation, not only in absolute volume occupied share of first-tier cities, in the premise of ensuring product quality, can provide a more favorable products to consumers, thus , Wrigley has captured second and third tier markets international brands incomparable advantages, market expansion is necessary. U.S. Department of
bathroom with Japanese brand was the first to enter the Chinese market, foreign legion, not only in China has established an advanced manufacturing base, the most advanced production technology, introduces the latest concept of living in China, has established a comprehensive and smooth Sell Channels, the inertia in the retail terminal lead. Germany ROY bathroom had become the designated bathroom Shanghai World Expo sponsors, led by R & D innovation, test the water in the Chinese market later this decade and the United States and Japan already have the bathroom to match the overall strength of the brand.
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