It is reported that by 2020, China's middle class will reach 700 million people. In the next ten years, China's middle class will account for more than 48% of the total population. By then, nearly half of the Chinese will become middle class, and data disputes will remain for the time being. The growing consumption level in China is indeed obvious to all. Taking the sanitary ware market as an example, high-end consumer groups still favor international brands. However, many domestic formal or high-end places, sanitary products use international brands, and compete with the blood. In the middle and low-end market of the stream, the high-end market seems to “have no fear”. Therefore, in addition to keeping up with the development trend of the industry, the active layout channels are sinking, and the opportunities contained in the mid-to-high-end market are “cakes” that Chinese sanitary ware enterprises cannot ignore.
The high-end bathroom market is difficult to shake
Throughout China's sanitary ware market, fierce competition is the main theme, accompanied by intelligent, customized, and preemption of the second and third tier markets including channel sinking. In addition to its fierce competition, many foreign sanitary ware brands have also increased their investment in China. These sanitary ware brands often combine production and sales, focusing on the mid- to high-end market. For various reasons, the survival space of small and medium-sized brands is stretched. In the face of the competition between the sanitary ware enterprises in the low-end market, the mid-to-high-end market is not easy, but to a certain extent, it has lost some of the tragic strength of Maicheng.
In the face of the reality that China's residents' tastes are getting higher and higher and their consumption power is getting stronger, the development of China's sanitary ware industry for decades has not fully met the needs of the market. The quality of products, design, technology and other aspects are still relatively low. many. Many foreign brands that have gone through a hundred years of history have perfect equipment, mature technology, developed channels, and deeper brand culture. This is also confirming the fact that the domestic high-end sanitary ware market is heavily occupied by international brands.
It is undeniable that in the current high-end decoration market, especially the high net worth group and the wealthy class, imported sanitary wares occupy an important market share. Among the villas and large-sized owners, the preferred rate of imported sanitary ware brands is very high, except In addition to the actual reasons for the quality and design of imported sanitary ware brands, the lack of domestic competitors is also one of the important reasons. Even though many domestic sanitary ware companies have begun to position high-end products, it is difficult to control the domestic high-end sanitary ware market in a short period of time due to their own strength, influence, innovative R&D strength, and brand accumulation. In addition, consumers' long-term consumer psychology is also an important reason for the high proportion of international brands.
In the context of insufficient congenital conditions, in addition to actively improving product competitiveness and innovation capabilities, domestic sanitary ware brands need to study the advantages of foreign brands, and need more enthusiastic and competitive sanitary ware brands to seize the heat of domestic brands. The mid- to high-end bathroom market contributes.
The time to seize the mid-to-high-end market is now
When the ever-increasing consumption level pushes consumption from the era of necessity to the experience era, the product quality and design experience brought by the high-end sanitary ware will become a continuous competitiveness. At present, most of the distributors in China's sanitary industry are more willing to choose the middle and high-end sanitary ware brands. In addition to the product quality and service, there is no reason to worry about it. The reason is that China's market has the ability to consume high-end bathroom products.
Interestingly, for the sanitary industry, the demand in the mid- to high-end market is growing, and the development of the low-end market is getting harder. Since the end of last year, due to environmental protection, the entire sanitary industry has set off a wave of price hikes. With the increase in labor costs and corporate environmental protection costs, the sanitary industry has also shuffled the bathroom industry. The threshold continues to rise. However, for the sanitary industry, this process is “painful and happy”. A series of measures by the relevant departments have cleared out low-end and inferior sanitary products and enterprises, and freed up more and more high-end brands that focus on product quality. The development space, while the medium and high-end brands are showing a rising trend, illustrates this point.
On the other hand, since the “One Belt, One Road” national strategy has been promoted and implemented “China Zhizhi 2015”, domestic high-end sanitary ware has ushered in a better development opportunity, and the brand and quality upgrade of the sanitary industry industry is imperative. In the future, whether it is an international brand or a well-known domestic brand, the mid-to-high-end market is bound to bloom, and product quality and innovation, brand building and promotion will be the core of competition among enterprises. In any case, it is time to seize the high-end market in the bathroom, and it is time to show real strength.
