Branding Operation is the Growth Needs
Sanitary industry in China has experienced 20 years of development. In 2009, China has become the world’s largest production of sanitary products and sales country. But look at the domestic sanitary ware brands, no one company can account for 10% of the market share in domestic sanitary market. And high-end sanitary ware markets are occupied by imported brands. It is difficult to get involved in domestic brands. The reason is that domestic brands lack the brand power. The strength of the brand can be fully embodies through the analysis of the imported brands. TOTO and Kohler have just entered the domestic market for fifteen years, they have already been the leading brand in China sanitary industry, whether it is from the brand awareness or attention, is far more than domestic brands; American Standard and Roca, although in recent years the situation is poor, but also occupy a relatively large share of the domestic market. These brands have been for decades or even centuries of history, but they are in the rapid development of the Chinese market, the product strength fast transition to the brand power is their key status today.
Diversification Development Trend of Sanitary Industry
Since the sanitary industry development, diversification of the brand has been the industry’s hot topic, one party is adhere to the road of professional development, “Because of focus, so is professional, professional is the best. There are many successful examples, especially the abroad many high-end brands such as Hansgrohe, Grohe, Villeroy & Boch, Kaldewei, etc., are all based on the production of specialized products and professional and become famous in the world. Negative examples such as Jishi Duo, the early professional production leading company, once known in the industry as 鈥渓eading of the leading”, is the only one in China has the ability to compete with foreign brands, it extends later to ceramics, bathroom furniture and cabinets, but it did not experience the final test of the market and was acquired. The other party advocates the diversification of the brand, only by the expansion of production lines and expanding product categories, we can quickly complete the accumulation of capital and market share.
Brand integration of Sanitary Ware Industry
With the development of the sanitary ware industry, it will inevitably experience the brand integration, especially since the 2008 financial crisis, the decline in domestic spending power and the overall decline in exports, the sanitary industry bears the brunt. A large number of domestic export-oriented brands quickly fought domestic, and many of these brands have strong production scale and certain technical strength, competition in the domestic market is bound to exacerbate. The “big fish eat small fish prawns” is inevitable, or acquisition and be acquisition, or cooperate, industry brand integration will inevitably further exacerbate.