How ceramic bathroom hardware enterprises occupy the terminal market

The construction, width and depth of sales channels of sanitary hardware enterprises are important ways to enhance the sales and brand image of sanitary products. After nearly 20 years of development, Chaozhou Sanitary Ware has experienced the development process of counterfeiting, imitation, OEM, manufacturing and creation. Nowadays, with the gradual improvement of corporate brand awareness, manufacturers are not willing to just make wedding dresses for others, and they all hope to enhance product sales and brand awareness through channels. The reporter walked into Chaozhou bathroom, and advertisements of local bathroom brands can be seen everywhere in the streets and alleys of Chaozhou. It can be seen that Chaozhou sanitary ware is one after another, and it is unwilling to make wedding clothes for others and vows to be a brand enterprise.

It is understood that large-scale sanitary ware enterprises in Chaozhou basically take the agency route and develop their business through distributors all over the country. But unfortunately, the proxy network is still underdeveloped. Although the ambition of tide enterprises remains the same, the reality is extremely cruel, and many enterprises are in a dilemma. No matter which channel mode, it is inseparable from the brand awareness, product quality and service quality of the enterprise. By visiting Chaozhou sanitary ware enterprises and combining the views of relevant people inside and outside the industry, the reporter offered a few words for Chaozhou sanitary ware enterprises to take the road of good channels.

Call brand honor and disgrace, and be diligent in going out.

"Chaozhou ceramics must take the road of branding until today." Zhang Jinhua, Secretary-General of Chaozhou Ceramic Industry Association, said that Chaozhou sanitary ware must be transported to the market through the terminal around the practice of high quality and logistics terminal. However, Secretary-General Zhang also mentioned that wharf construction is a long-term process. At the beginning, McDonald's and KFC had accumulated for decades or even hundreds of years before they had the terminal market all over the world today.

Chaozhou hardware bathroom products occupy half of the country, but only product output, not brand output. It is a kind of helplessness and embarrassment to make wedding clothes for others. The influence of regional brands determines the brand status of local enterprises. Chaozhou Sanitary Ware needs to erect the banner of "China Sanitary Ware Capital", arouse the sense of honor of regional brands, and actively go out, but it can't be quick and quick, and the market needs a cultivation period.

Recognize your own advantages and disadvantages and dare to go out.

For Chaozhou, because of natural resources and historical reasons, the manufacturing of sanitary ceramics has inherent advantages. Chaozhou ceramics has a history of thousands of years, with a perfect ceramic manufacturing industry chain and a large number of skilled technicians. The local rich kaolin resources have good plasticity, which is especially suitable for making conjoined toilets and personalized ceramic products. The quality advantage of products is a major feature of Chaozhou bathroom. Many well-known brands in the industry are produced by Chaozhou sanitary ware enterprises, and the quality is recognized by the industry.

In this case, Chaozhou Sanitary Ware can no longer follow the old rules, and this method of making profits by selling resources will be eliminated sooner or later. Enterprises must make plans early, make a decisive decision, go out bravely, and achieve the goal of selling brands rather than products as soon as possible. At present, the brand awareness of Chaozhou sanitary ware is generally low, so it is difficult to find an agent, and the third party can help open up the market.

Grasp the overall situation and be good at going out.

The promotion and development of bathroom products are also constantly upgrading. In the context of the rise of new technologies, words such as globalization, networking, leading consumption, liberalism, online marketing and TV shopping outline the initial framework of the sales market under the new situation. Judging from the law of market development and the competition mode of market sellers, although traditional sales have a complete marketing system, with the gradual release of huge energy of science and technology, traditional sales channels will face new challenges. The impact of the emerging modern sales model on the traditional sales model is inevitable.

Wang Jun, general manager of Chengdu Rongjie Building Materials Co., Ltd. also mentioned: "Now the Internet is more and more developed." Enterprises should get involved as soon as possible, while exploring traditional channels, be good at using emerging tools, do a good job in promotion and product sales, and form an online and offline interwoven marketing network.

Keep product innovation and win the market with quality.

"There was no brand in the world, and more people used it, and it became a brand." It is more appropriate to describe this brand with Mr. Lu Xun's famous words. Although product quality is not the only condition for consumers to use it, it is definitely a prerequisite. The reason why a brand becomes a brand and can survive for a long time, the product quality must be excellent. No matter how much advertising, if the product quality is not good, it is also futile, and even become a straw cutter to kill enterprises.

Product innovation is the foundation of enterprise's survival. On the road of channel expansion, enterprises should first take innovation as the pioneer, open up markets through channels and win markets through quality.

Chaozhou sanitary ware brand is not well-known, but it is inexpensive and very suitable for urban and rural consumption. We might as well try to take the road of encircling cities from rural areas, first establish ourselves in second-and third-tier cities, and then gradually move towards high-end markets.

Boldly promise service and grab the market with service.

Today's hardware bathroom market does not lack good products and market space. What is lacking most is commitment. Commitment embodies a social responsibility and social mission. In the interest-oriented market economy environment, if enterprises dare to make bold commitments, they will surely attract more attention. In addition, if the service can effectively follow up, win the recognition of consumers, open up channels, and establish specialty stores, it will be logical.

At present, the ceramic industry is still in the seller's market era, and many ceramic enterprises adopt a single agent, wholesale and other natural sales state. At this time, Chaozhou Sanitary Ware should take the lead in entering the professional building materials market and building materials supermarket through channels, and actively take hidden channels such as engineering, home improvement and community promotion to seize the market first.

Chaozhou Sanitary Ware can go abroad through training, hiring marketing talents and introducing professional managers. In a word, channel expansion and brand building is a systematic project, including production, sales, research and development, publicity and promotion.