In the past 30 years, the sanitary ware industry has maintained double-digit growth for a long time, and China has also developed into the world's largest producer, exporter and consumer of sanitary ware. China's sanitary wares account for more than 35% of the world's total, and Guangdong Province accounts for nearly 70% of the national output. In the country, the number of sanitary production enterprises has reached more than 20,000, of which nearly 8,000 are in Guangdong Province.
The new normal state of the bathroom
However, with the development of the overall economic situation at home and abroad, the sanitary industry is undergoing profound changes. In the 30-year dividend era in which the industry has developed rapidly, the domestic sanitary ware industry has reached a scale of 300 billion yuan, but it still cannot achieve a national enterprise that truly claims to be an international brand. It can be said that the sanitary industry is experiencing an unprecedented "internal and diplomatic difficulties."
Externally, it has always faced such an embarrassing situation:
As the world's largest producer and seller of sanitary products, the domestic first-line high-end sanitary ware market is almost completely occupied by foreign brands. The three international sanitary ware brands represented by German, American and Japanese, such as Hansgrohe, GROHE, Kohler, TOTO, and Lejia, have eaten most of the high-end market in China. These three mountains are so pressured that some domestic companies are even unable to breathe.
Internally, the sanitary industry under the new normal economy is still unable to adapt to the great changes of the times:
Difficulties, bankruptcies, expansions, mergers and acquisitions have been one after another, the traditional business model is rapidly changing: the housing market continues to slump, the "comprehensive two-child" policy suddenly hit, the Internet + sudden rise, corporate listings or bankruptcy acquisition rumors continue... The industry trends that come in the future indicate that the future sanitary ware industry has reached the storm of transformation and upgrading, and it has become stronger and stronger, and it has been eliminated by the times. Because the market has entered the full competition of white-hot, only the adaptor can survive.
We are also one of the countries that have proposed a comprehensive upgrade and de-capacity, not just real estate and energy companies. At present, the overall overcapacity of the sanitary industry has exceeded 30%. From 2000 to September 2010, overcapacity was even nearly 50%. According to statistics, in the past ten years, the annual market demand for toilets in China is about 32 million, while the annual production capacity of China's sanitary industry has exceeded 120 million, plus about 30 million foreign sales, the industry's overcapacity is as high as 60 million. only. This is also the root cause of the increasingly thin industry profits in recent years.
China's reform and opening up has entered the deep water area, and the fishermen in the waters have lost the opportunistic soil. Supply-side reform, the Belt and Road Initiative, China Manufacturing 2025, Internet +... The new era has created new rules of the game. The new rules have pushed up the barriers to entry, so they will be screened out by the principles of the market. They have great ambitions, have a great sense of mission to stay, and consolidate the cornerstone of the industry. They will be the standard bearers of this best era.
