Analysis: The ceramic sanitary market changes into a trend

In every corner of life, the voices of customers are getting louder and louder, and they have become the most important factor driving the changes in the business community. Enterprises must face an era dominated by consumers. The change of circulation channels is also necessarily driven by customers. Under the background of abundant materials and symmetry of information, the fundamental changes have taken place in the value orientation, core content, and consumption patterns of customer needs. Their demands have increasingly tended toward overall solutions, more choices and value experiences, and convenience. And rights protection and other aspects. This makes it impossible for manufacturing companies to create value that meets customer needs on their production lines. It must enhance and integrate the functions and resources of the channels, provide complete products and services, and maintain customer relationships. What type of experience will be brought to our consumers by e-commerce that will emerge as a result?

This customer-driven channel change is the opportunity and challenge for many customers in the era of customers. If the enterprise actively faces and adapts actively, it will be able to establish a competitive advantage of “a channel is king and a decisive victory terminal”; if it is passively avoided and passively beaten, it will eventually be abandoned by the channel and the market.

Under macro-control, the sanitary ware market also encountered winter. The information returned by the market has encountered unprecedented pressure, regardless of sales volume or output. In the future, it is the marketing mode that affects the enterprise. That is, the breakthrough of the channel is a problem that every enterprise should pay attention to.

The current analysis of the advantages and disadvantages of various types of channels, ceramic sanitary enterprises channel laying the following modes:

1, experience shop: ceramic bathroom experience is irreplaceable;

2, flagship store: a single brand or a combination of multiple independent brands from a large store experience model;

3, standard stores: usually in the ceramic sanitary professional stores display a single series of products stores;

4. Community stores: Expose consumers early and close to competitors and provide services;

5, discount stores: clear inventory of products, but can not affect the brand's sales model.

In addition, with the advancement of scientific and technological information, new channels are also emerging, which is what our sanitary companies have to pay attention to:

1, online shop, through the shopping site for sales. In general, the category of the shop: B=C or C=C. Among them, B=C can be a self-built website of a company, and a sales website of a company can also be established in a similar Taobao Mall. In addition, C=C usually adopts the form of web agency to conduct investment promotion, promotion and sales.

2, TV direct marketing: through the professional TV direct channel promotion - video and audio effects are much easier than the plane to impress consumers.

3. Atlas Marketing: Promotion of Oriented Distribution of Atlases - Content is Important: Reposing, Renovation, Fengshui, Design, Promotion, etc. 4. Designer Marketing: Promotion through Home Improvement Designers - Designer Registration, Level Review, Points statistics, etc. In addition, we need to pay special attention to online shopping.

The advantages and disadvantages of online shopping are compared with the three survival modes of websites: payment, logistics, brands (or products). It should be noted that the number of site visits does not represent a high transaction rate. In the past two years, more companies have used the Internet to save the cost of real estate and sold their products at “low prices for the king.” This behavior is precisely the grave of the brand. There is also the expectation that through the network marketing model to achieve linked sales, to increase the unit price of customers, for the moment, one word: difficult. Even more companies are promoting the “online experience” promotion language, but they have encountered more technical bottlenecks. In addition, the logistics distribution and after-sales service encountered after sales cannot be completed - this requires the emergence of professional logistics and distribution companies. At the same time, under online shopping, there is a need for product packaging and combination methods specifically designed for online shopping.

What type of product is suitable for online sales?

Supplementary purchase of sanitary ware: shoe racks, CD racks, hangers, laminates, folding chairs and so on.

Personalized ceramic bathroom: There is a sense of design, interesting, geographical characteristics of the product.

Single category, cost-effective bathroom: mattress, sofa, dining table chair.

What type of product is not suitable for online sales?

Integrated, systemized sanitary ware; sanitary ware with high added value that needs to be experienced; sanitary ware requiring high quality pre-sales services; and bathroom that requires complicated after-sales installation.

In addition, under the prevalence of e-commerce, when channel members and channels conflict, we will torture the value of dealers: the value of the future?

It is undeniable that the existence of dealers is the support for more ceramic sanitary companies. For example, in the aspect of capital: to reduce capital pressure on companies and share risks; channel management: coordination and distribution model for multi-channel operations and multi-store operations; sales management: sales team management and incentives, implementation of corporate terminal tactics and brand promotion; logistics Distribution and after-sales service: inventory management, complaint handling and after-sales service; With the deepening of distribution, the value of regional agents has become increasingly prominent, and it has been predicted that the ceramic sanitary channel will be the future development trend; logistics center: local market logistics Distribution coverage, ensure delivery, quality and after-sales; Training Center: regular and irregular shopping guides, installation personnel training to ensure the standard; marketing planning center: local market market adjustment, statistics, advertising promotion; capital operation center: joint venture Joint ventures.

Channel integration has become a trend Comprehensive, a single channel is currently the core of all the bathroom industry is facing difficulties, the future of change must be a composite channel! - The premise of the composite channel is the unity of price, while the company's greatest potential benefit is to control the retail price of the terminal!

Today, when channels are surging, distributors need to create value by embodying value and gaining value. Driven by the market, the compounding of channels began to jump into people's eyes. However, channel complexation also faces some problems, such as how to conduct effective compounding, how to accurately combine users, and how to integrate products. Therefore, channel integration has yet to be explored by sanitary companies and domestic distributors.