Observe: The kitchen and toilet show is full of smoke to explore the brand new way of survival

The competition in the kitchen and toilet industry has become increasingly intense. At the just-concluded 16th Shanghai International Kitchen & Bath Exhibition, the taste of crowds and smoky smoke seems to have yet to dissipate. Leading companies in the kitchen and toilet industry have injected capital to compete against international brands through listing. First-line brands have promoted smart and high-end routes at the show. In the trend of the overall kitchen and space design philosophy being popular and one-stop shopping being sought after, some rising stars are not far behind, and they hope to turn “Made in China” into “China’s intellectual creation” and move to the “first party” step by step in a short period of time. "Enter the battlefield."

The kitchen and toilet industry can be said to be a "sunrise industry," and the industry's threshold is not high. It can be seen from the kitchen and bathroom brands that have been springing up at the annual kitchen and toilet show. Compared with the previous 15 sessions, this exhibition utilized 13 exhibition halls and 11 temporary exhibition halls of the Shanghai New International Exhibition Center, and also enabled four exhibition halls of the Expo theme pavilion. According to incomplete statistics, she attracted 4224 exhibitors from 36 countries and regions in the world. The competition in the future kitchen and toilet market will be more intense, and the entire industry has reached the stage of reshuffling. In the face of fierce competition, in the face of the irresolute status of the old brand, as a rising star in the kitchen and bath industry, their survival is worth exploring.

â—Ž Seeking to change After 80, 70 and 80 consumers are mature, gradually becoming the main force of household consumption. Things that are easy to accept new things and like cutting-edge are their characteristics, but in the face of more and more kitchen brands can be selected, they are more and more rational, once the era of "consumers are led by the nose" began to end . The marketing strategy of kitchen and bath companies is changing. Whether it is "Aiming at 80, creating stylish young bathroom brand" or "adjusting the product line so that after 80 to become high-end consumer groups" are for the same target group.

At the exhibition, there are still “important links” such as the beautiful catwalk, the celebrity cheering, and the calligraphy master sitting on the town to attract popularity. The scale and design of the exhibition hall used to showcase the company’s strength, the award for original design, and the vigorous investment promotion policies have made the exhibition halls crowded and crowded. Paying attention to original product design, applying for industrial patents, and starring in the show industry have become the popular routines used by kitchen and kitchen brands to enjoy popularity. “Only relying on models or gimmicks can not really impress dealers and consumers.” Long Yi, Sales Manager of Procter & Gamble Sanitary Ware, said: “The dealers are more discerning than before. They are first considering quality and cost-effective products. The second is In terms of character, it is to see whether the group of people who are doing business is really a brand and whether the company is really responsible.”

â—Ž Cutting-edge brand original design The cutting-edge kitchen and bathroom companies represent a rare and innovative spirit. They are paying attention to the needs of consumers. Consumers also need diversified product demands. For the time being, regardless of the degree of innovation, whether or not they use only innovative spirits to whitewash or package companies, whether or not they make use of the concept to earn gimmicks, they are considered to be the latecomers to those who have taken the initiative and dominated the industry. The advantages.

Ya Ding Sanitary has participated in the Shanghai Kitchen and Bath Exhibition for 11 years. The impressive impression of such a brand is that it has obtained nearly 100 design patents each year. It can be said that its survival is to change from "Made in China" to "Created in China." Whether it is training excellent designers, taking the path of China's wisdom, or making lead-free products, and fulfilling the promise of a healthy bathroom. Xinjin Sanitary Ware Enterprise adheres to the original design of the product as the "brand" of survival.

â—Ž Regional brand expansion The competition in the kitchen and toilet industry has become increasingly fierce. There are only a handful of enterprises with accumulated cabinets in the cabinet industry. Some of the regional brands that exhibited for the first time appeared on the show. The Yiyi cabinet from Chengdu, Sichuan Province, after several inspections and over a decade of accumulation, exhibited for the first time, its influence cannot be overlooked. Cupboard brand from the regional market to the national market is the trend.

Yi Yong, general manager of cabinets, Chen Yong said that when choosing a cabinet, dealers will first consider the actual situation of the business, including the area of ​​the factory, investment in machinery and equipment, and managerial input from management. Second, they will consider the product's R&D capabilities, quality, and process details. Third, they will consider the positioning of the brand. Fourth, they value the internal management of the factory, such as the distribution of logistics and after-sales service. Of course, the investment policies of cabinets are also the focus of dealers. When choosing a cupboard brand, dealers are actually comprehensive considerations. Generally, they will compare several products and finally choose the ones that suit them.

◎ With the “exhibition” ** internal strength kitchen and toilet industry development has matured, the future kitchen and toilet market competition will be more intense, the entire industry has reached the stage of reshuffle. However, most of the emerging companies are small and in a difficult situation. The lucrative profits have led some large home appliance companies to start rushing out of the kitchen and bathing market so that the competition can quickly be upgraded nationwide. In particular, many multinational corporations have brought back the advantages of technology, branding, and marketing to make the competition of domestic kitchenware more intense. Although the exhibition economy is very hot, but there is no lack of kitchen and toilet companies to "view" mainly, watching the development trend of their peers, but also quietly enthusiasm.

Facing the stage of reshuffling the kitchen and toilet industry, the survival of the fittest, how do the kitchen and bathroom brands seek change and seek survival? The movie “If You Are the One” ends with a classic line: “I have a dream that one day, one thing can solve all the differences. The flowers on the ground are in full bloom and the children are smiling again. What is the most expensive? Harmony in the 21st century.” In the next year After the new kitchen and toilet companies and brand associations at the Shanghai Kitchen and Bath Exhibition held, the booths of domestic and international kitchen and toilet brands are still there, which makes people wonder what their competition will achieve in harmony. What? Is innovation, professionalism, and cooperation? Wait and see!