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    China · GuangDong · FoShan

    Address:Nanhai District, Foshan, China Guangdong Village Road, 13 large TOYOTA Road

    2017 new weather, bathroom companies compete for "countryside"

    Date: 2018-01-09
    Browse: 80

    With the increasingly fierce competition in the first and second tier cities, more and more sanitary ware companies will take the county and township markets as a new front. Last week, Fujian Hengtong Sanitary Ware Co., Ltd. held in Nanan dealer meeting mid-year announced that from 2017 onwards, sanitary ware companies will further sink channels to the township market, and strive to create three or four line channel first-line brand.


    Bathroom companies compete for "countryside"

    He said he does not agree with many colleagues who complain that the bathroom market is already cold. Big data shows that in the first half of 2017, the total sales volume of sanitary wares in the country was up from the first half of 2016 as a whole.

    "The bathroom industry will move in two directions: the core urban area of the metropolitan area and the release of the spending power brought about by the new urbanization." For Yan Hsiu-chun's advice on how to enter the core area of a metropolitan area, Real estate companies, decoration companies, high-end stores, hotel chain cooperation; but in his future vision, in addition to big cities, 34 cities is the real "big cake."

    "Each company has a different definition of the 34 markets, and the 34 markets we are talking about are small cities and rural markets made up of counties and key townships." In the ensuing planning of hardware channels, a bathroom marketing Center for the relevant person in charge Peng Quanxi said.

    So, how to quickly open 34 markets? Reporters learned from the meeting, the second half of Hengtong bathroom will be broken down by product to create a hardware product line to meet the needs of the township market. From the total order can be seen the confidence of dealers: In the last session of the hardware channel ordering session, just 1 hour exceeded 20 million yuan, the audience orders exceeded 63 million yuan.

    In fact, in addition to Hengtong Sanitary Ware, in recent years, Nanan Enterprises, such as Fujian Jiemei Building Material Industry Co., Ltd., Nanan City Ouer Tao Sanitary Ware Co., Ltd. and Fujian Hanyi Kitchen & Bath Technology Co., Ltd., have made towns and townships the main battlefield.

    "In the past more emphasis on brand image, this year's focus on the construction of township channels." Jie Li, deputy general manager Li Lihong said that since November last year, Henan Province, Zhengzhou provincial agency signed, after deducting store decoration, loading time, within six months It has developed more than 100 monopoly area, franchise area.


    In 2016, Aldo was relocated and decided to sink the channel to the county market, vividly calling it "rural encircling the city." Yangling, the company's general manager, said: "We currently have more than 1,000 outlets in the country, with good repercussions in regions such as Fujian, Hunan, Shaanxi and Sichuan. In the next few years, Altao will reach tens of thousands of outlets across the country."

    The establishment of the crowdfunding Hanyi kitchen and toilet, just a year and a half to develop more than 100 outlets, or take the main line of the township.

     

    Precise delivery to seize market share

    In an increasingly competitive market environment, those who have access to the world, to seize market share has become the consensus of enterprise development.

    "After more than 30 years of rapid development in the industry, the market environment has undergone major changes. The market is changing and the pattern is changing. However, the rules of the sanitary industry are still 'decisive for tonnage' and the scale of strength, channel share and performance are directly proportional." In Peng Quanxi It appears that the establishment of an effective sales channels, the brand will remain the key to sustained and steady development. And to develop and develop 34 markets, through precise resources, even more top priority.

    So, what is the county-level, township market? According to the 2016 national census data show that China's county-level cities 2010, 41636 towns and villages, China's 34 markets total population of 870 million, involving 210 million families , Of which only the rural population reached 619 million, surpassing the total population of primary and secondary markets.

    “In 2016, the scale of China's building materials market will amount to 5 trillion yuan and the sanitary ware market will account for 6%. With the implementation of new rural construction, it will surely continue to stimulate the market. The industry predicts that the building materials market will grow by 7% in 2017. "Peng Quixi said that adding the high housing prices in these two years and the intensified urban restriction order will force a large number of urban permanent residents who have not lived in cities to relinquish their dreams of urban home ownership and will certainly drive their real estate and self-built real estate industries.

    Yet another factor is that the commercial housing launched after the real estate reform in China, especially the early county residential buildings, has reached the window of redevelopment and renovation. Multiple factors superimposed, Peng Quanxi concluded: Looking at the entire building materials market, there is no market share of any brand reached 5%, especially in the following third-tier market channels, brand status regional strong still prominent.

    Regional brand strong example, you can find the body from the clean and beautiful figure. As early as 5 years ago, Jie and the United States will quietly layout the township market in Ji'an City, Jiangsu Province, as a model market, set up their own brand awareness in Ji'an. "Ji'an overall economic level is not particularly good, but we first test the water monopoly area, and then develop the franchise area, which is shop in the shop." Li Lihong said that from the original one to now more than 70 outlets, all over the Ji'an 11 County, many originally in the township monopoly area, franchise area, has been moved to the county and upgraded to a store.


    "Our overall idea is: 3 years to do the terminal image building, screening from some large township outlets." Li Lihong admitted that only standardized operation, in order to continuously improve brand awareness.


    For developing this blue ocean market of county town, Yangling summarizes it as "four modernizations": channel brandization, terminal standardization, market standardization and product regionalization.

    "Through the creation of standardized stores, monopoly areas, including display walls, storefront, VI systems and other aspects must be unified." Yangling introduction, Ordos since 2016, continuous product line, staffing, implementation of policies and other new optimization , In order to achieve channel branding, market standardization, product regionalization.


     

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