American Standard Increases Chinese Market Rejuvenation
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In the past two to three years, American Standards has invested huge amounts of TV commercials each year to support brand brand awareness and reputation. Last year, American Standard’s investment in advertising support ranked second among all manufacturers entering the Chinese sanitary field. This year, American Standard continues to increase investment, trying to make the brand one of the most popular brands among Chinese consumers.
In mid-May of this year, American Standard’s first flagship store, located at 395 Yishan Road, Shanghai, was re-opened to create a brand new top bathroom fashion brand. It is reported that this direct-operated store, in the form of "set-up booths" with various styles, incorporates fashionable and modern design concepts and places itself in the market. Consumers can appreciate the fashion design of American Standard products at close range and experience the many unique features of American Standards in an immersive manner. Personalized overall bath solution. American Standard currently has five directly-operated stores located in Shanghai, Beijing, Guangzhou, Shenzhen, and Nanjing.
American Standard believes that opening a direct-store shop is conducive to establishing a brand image and increasing brand awareness; it can understand the needs of consumers more directly and clearly; at the same time, it can integrate American Standard’s concept of interior decoration design through direct sales stores. Set a benchmark for many American dealers.
In order to cope with all-round market competition, the future strategy of American Standard is to consolidate and develop the first and second tier markets, and at the same time vigorously develop the third and fourth tier markets. Since the second half of last year, the company has recruited a large number of sales teams to develop third- and fourth-tier cities.