Contradictions between supply and demand, the supply exceeds demand So far, Guangdong Kaiping, Chaozhou, Henan Changge, Zhejiang Xiaoshan, Jiaxing, Wenzhou, Taizhou, Ningbo, Fujian Nanan, Xiamen, Fuzhou and other places are still in full swing to develop sanitary industrial base, Further expand production. It is estimated that in the next three years, domestic sanitary ware production capacity will also grow at a rate of more than 10%. China's sanitary ware exports will drop by an average of over 12% each year, and China’s real estate industry will decline by more than 15% annually due to macro-control. This means that the phenomenon of overcapacity in Chinese sanitary ware will intensify, the living environment of sanitary ware companies will deteriorate, and the competition between production areas and production areas will become more intense.
The oversupply in the sanitary ware market has become tense. With the development of China’s economy and the improvement of people’s living standards, the sanitary ware industry in China has developed rapidly. It is currently in the transitional period from growth to maturity, and the potential for market size is huge. Market capacity will be reached in 2010. It has reached 73.665 billion. At the same time, the market competition is fierce, the number of companies participating in competition is huge, and the degree of marketization of the industry is extremely high. At present, there are about 30 companies with national recognition, about 30% market concentration, and more than half of the domestic market share in Foshan and Chaozhou. Tangshan and Henan are occupied by small and medium-sized enterprises.
There are a large number of sanitary ware brands in China, but no company in the domestic sanitary ware market can occupy 2% of the market share. At present, the top ten sanitary ware brands such as Huida, Wrigley, Kohler, Toto, Faenza, American Standards, Anwar, Apollo, and Lejia account for less than 40% of the total market share, with an average market share of less than 4%. %.
Contradictory analysis First, with the rapid development of China's economy and the rising standard of living of the people, consumers have higher requirements for sanitary cleaning, and gradually abandon the stereotyped public sanitary ware style, pursue novel furniture styles, and strive to make their homes Full of personality. This is in line with the objective development of the society.
Second, with the development of China, the sanitary ware industry is facing problems such as rising raw material prices, rising labor costs, brain drain, and intensified market competition. This has made it difficult for large companies to innovate. Products lag behind market demand, and small businesses survive difficultly, quality and after sales. Without protection, consumers are diverted into a dilemma.
To solve the contradiction in how to solve the contradiction between the supply and demand of the market, some domestic leading companies in the industry have found a feasible path, among which the Gujia Sanitary Ware is the most representative.
The Mid-Autumn Festival and National Day promotional season is approaching. This double-season sales season can bring joy to sanitary ware manufacturers and sanitary ware dealers. At the same time, Nobel, Champion, Dongpeng, Marco Polo and other brand companies are the first to enter the new phase of the brand. In the war. For markets that exceed supply, winter is ahead. "Survival or death, this is a problem!"
However, the branding of ceramic tile and sanitary ware industry is full of variables. Unlike the FMCG consumer electronics industry, the formation of the brand is a result of the collaboration between the manufacturers and the distributors.
Market Positioned as "Key No. 4"
Dongpeng Ceramics has just signed Shenshen and Zhao Hongbo, replacing the logo, renamed Dongpeng Ceramic Tile Ware, and advertising slogan changed from “creating spiritual space†to “beauty of the worldâ€. Some actions show that this building ceramics company in Foshan, Guangdong Province will start high-end Placement branding strategy.
However, the status quo in the terminal market is not the case!
“Dongpeng Ceramic Tiles buys one hundred and one hundred, and the whole audience is 50%!†In a certain district that Beijing is about to open, the distributors of Dongpeng Ceramics will be able to pull in more customers into the store and carry out their work in the rain. Promotion. This kind of phenomenon is very common in the ceramic sanitary ware industry.
In general, from the data of the first quarter of 2011, the supply market of the sanitary ware industry is not closely matched with the purchase information. At present, there are plenty of products in the sanitary ware market that require companies to better grasp consumer demand in order to gain a place in the increasingly fierce market competition. However, companies that have already grasped the market demand for production and sales in China and companies that have not yet started to operate will show differences in the coming quarters.
New market dynamic bathroom market supply and demand tensions gradually
Due to the intensification of foreign trade barriers, export companies reopened their doors and turned to domestic sales, causing domestic sanitary ware companies to face severe challenges. Domestic sanitary ware companies how to deal with the challenges Through the analysis of the sanitary ware market in the first quarter of supply and demand data, forecast 2011 bathroom sanitary ware market trends, for domestic sanitary ware companies provide some instructions.