Bathroom bathroom market competition is the most important competition in the end consumer market

In recent years, China's real estate industry has been at the peak of development. In particular, the demand for hard-decorated ceramics is relatively large, but with the maturity of the real estate market and the impact of property price regulation, the market demand will gradually be reduced. Therefore, the ceramic sanitary ware market has witnessed fierce competition and reduced corporate profits. Therefore, how should ceramic sanitary wares be effectively competed to promote the development of the industry?

Understand the market, insight into consumer demand "market competition, battle terminal." What kind of products and services provided by Taoci enterprises depend on the preferences of consumers and cannot be separated from consumer participation. Today's consumers, regardless of whether they consume or not consume consumer products, must comment on them. Consumers are no longer in a passive position. They want to be able to talk to companies at any time, and they do not believe in authority. They also believe in intuition and word of mouth. This indicates that the era of production and marketing has become a reality. arrival.

Tao enterprises want to occupy the market, they need to do their best to "favor" consumers and get their favor. In 2011, Tao’s competition was also a new round of competition for target consumer groups. However, consumer preferences remain to be tested by the market and it is still difficult to control.

In this regard, Tao enterprises should pay attention to the following points: First, the rise of new health consumption. Affected by melamine, H1N1, etc., consumers prefer the ceramic products of health, green, and environmental protection concepts. The establishment of a healthy and environmentally friendly brand image by pottery enterprises will bring more market opportunities to the products. The second is the appearance of the trend of refined civilian life. A new civilian-oriented ceramic consumer market emerged, that is, ceramic products can satisfy the middle-income but pursuing fashion consumer psychology, and at the same time meet their purchasing power. Ceramic high-end brands will compete at high and low ends. In order to meet the trend of “all people's exquisite”, high-end ceramic brands must adjust their corresponding market strategies and launch new product requirements that meet the next ladder of consumer markets.

Seize Market Hotspots and Join E-commerce Nowadays, online shopping can be described as “flying into the homes of ordinary people” and has become one of the indispensable forms of life for consumers in general, especially the successful implementation of online group purchase. According to relevant data, the volume of global online trade in 2010 reached 200 billion U.S. dollars, accounting for 42% of the total global trade volume. The beach market is also one of the “territories” that the majority of pottery enterprises competed for in 2011.

Internet marketing is a part of e-commerce, and the application of domestic ceramic companies to network marketing is still at the initial stage of trial. The real e-commerce is “electronicizing and networking the various aspects of traditional business activities.” For the ceramic industry, online orders, consumer purchases, consumer data collection, and spending habits of distributors are realized through the Internet. This information is directly presented at the production end and the logistics end to complete a series of steps from ordering to shipping to logistics distribution.

With the increasing popularity of online shopping, some forward-looking ceramic companies have tried water e-commerce and implemented online service channels. At present, the ceramic industry already has Dongpeng, Marco Polo, Jin Yitao, a peacock fish mosaic, and Shanghai Doll House Art Tiles and other ceramic enterprises as pioneers to open shop in Taobao.

Conduct channel integration to optimize the competitiveness among enterprises People in the industry are well aware that 70% of foreign architectural ceramics are based on ceramics imported from China. While we are consuming domestic non-renewable resources and cheap labor, the profits we exchange are lowest. Why do we have such labor and low-end production, and others get high profits because they have mastered the sales channels, that is, they have mastered the channels of industrial integration.

Then how can ceramic companies conduct effective industrial integration? Integrate the products in the entire home industry chain and integrate the two industries, from hard decoration to soft decoration, to further improve value-added services.

The following general summary of five aspects: product integration, service integration, design integration, logistics integration, channel integration. Through these five kinds of integration to help business development in different regions, integration, complementarity, mutual support, etc., without integration, the profit volatility of corporate product brands is very large, and the competitiveness after integration is very strong.

From the ceramic market, it is recommended that dealers develop alternative marketing models to help dealers establish their core competitiveness. In the past, dealers had to pay a lot of money, and most of them were reluctant to do it. The most direct was price competition, and prices could only source resources from source manufacturers. Manufacturers desperately improved work efficiency and reduced costs were to enhance the competitiveness of products. The output of competitive output to the market reflects the price. How can we break away from this vicious industrial chain to reduce dealers' operating costs and help dealers establish core competitiveness and manufacturer price advantages, and ultimately effectively lower terminal prices to achieve a win-win situation.

For a pre-emptive marketing model, breaking the traditional marketing mode of the ceramic bathroom market, tap potential consumer awareness, meet the needs of consumers in the bustling area to meet their consumer desire, with the manufacturer price advantage and core competitiveness (joining the soft integration sales With a small band, guiding potential consumers, the terminal to establish a membership system), Run City is silent.

To use a small, broad, to break the existing ceramic store large decoration luxury store sales model; to take more than a store business, one store a feature, multiple stores and more display, the whole is zero, reduce dealer operating costs;

The storefront should be characterized by atmosphere and style, with a soft decoration to attract and 'friendly' atmosphere to create a shopping environment, sales of human culture; reduce the number of models issued. Support interior decoration and decoration, make the terminal retail store as a window for the enterprise, focus on corporate backstage design, product integration and distribution, provide customers with more value-added services, and help dealers establish core competitiveness.