Ceramic sanitary market analysis: The four major statuses are particularly prominent

The ever-increasing competition in the market compels the company to seek new breakthroughs in profit. Diversification is the evaluation of a company’s overall strength. A company can only have a strong ability to compete and resist risks in order to be able to do a better job on the basis of being able to do a mastery and strength. For example, the iconography of the flooring industry and the European school of the cabinet industry are examples of cross-bank diversification. The ultimate goal of diversification across the pan-home industry is to integrate home. Today, the concept of integrated home has long since ceased to be new. Many companies that produce furniture, cabinets, flooring, and wooden doors have tried to get involved, but success stories such as Cobb Boloni have been very few.

However, with the rapid development of the sanitary ware industry in China, sanitary ware products are generally priced by the manufacturers, but in the sales process, the market determines the final selling price. Sanitary ware products are generally set by the manufacturers to the market price, but in the sales process is mainly determined by the market final price. Consumers generally shop around when they purchase. If the price is too high or does not match the consumer's psychological price, it is difficult to open the product. Here we take a look at the sanitary ware market status and channel construction.

Situation Analysis:

Different wares have little difference in texture, basic functions, etc. The main reason for the price difference is the color, the ease of mold making, the old and new styles, and so on. Sanitary ware also belongs to handicrafts, style style changes very quickly, just like any ordinary consumer goods on the market, the price of popular products is naturally high, and it is common sense that the Chanmai products manufacturers deal with the way through big sale. In addition, some supermarkets launched a series of special products as the highlight of DM, mainly to drive popularity, but this product is very small and soon sold, many consumers can not really buy such ultra-low-priced products.

Ceramic sanitary ware market analysis: The four major statuses are particularly prominent in Faenza sanitary ware disclosure. There are also cases in which consumers do not understand the market's “flicker” business. Some merchants, especially small and medium-sized branded products, tend to use the method of falsifying prices and then discounting and selling. It seems that consumers are more likely to ask more when they buy, and it is necessary to shop around. It is also very important for consumers to look for sanitary ware brands when they purchase. Some brand-name products seem to be the same as ordinary products, but they are still very different in critical accessories, installation, and warranty. The world's top sanitary ware products work well, and most of them have their own matching hardware or fine plexiglass, plastic and other accessories. These sanitary fittings are very elegant and luxurious. Apart from surface treatment such as pure copper chrome plating or nickel plating, and imitation gold plating, there are also metal parts that are plated with 18K or 24K gold. They are very delicate and quite influential.

It is understood that the biggest cost of producing a faucet product is the cost of raw materials. At present, faucet products are mainly based on copper materials. Currently, the price of copper is about 38,000 yuan/ton. I understand that this year's copper price has a higher level of vibration. Big, copper prices have been oscillating at high levels in the early months of the year and are now falling back. The fluctuation of copper prices will bring certain risks to the manufacturers and distributors of plumbing products.

Low profits in the sanitary ware market It is understood that the prices of tap products manufactured in some localities are lower, which is generally about 20% lower than the price of Kaiping's factory. Therefore, in some places, the average of 59 copper kitchen faucets is about 150 yuan on average. It is understood that the copper in these places is generally purchased from other provinces, and there is no copper source in the local area. Therefore, the transportation costs of raw materials are correspondingly high, which leads to lower profitability of products produced. According to industry sources, the gross profit margin of domestic products is about 12%. The production cost of tap products is about 135 yuan.

In recent years, the channel market has failed. New sources, new pearls, aesthetics, Dongpeng, and a number of outstanding brand companies in the industry have continuously invested heavily in advertising and planning activities. Jin Yitao and Mona Lisa also used the Olympics to conduct sports marketing. All of them are committed to mass brand building and expect to form a designated purchase rate in the minds of consumers. In addition, major brands are also committed to building home improvement channels, but stable sales channels for home improvement companies and designers have not yet been formed. Only a few companies in Foshan ceramics enterprises have completed the integration of dealer groups, and the real brand building and channel construction will take some time. The construction of merchant outlets in sales channels is also not optimistic. In the “Top 500 Ceramic Distributors in China's Top Tier Cities” survey recently conducted by the newspaper, only 47.1% of the Top 500 dealers are currently single-branded. Others are multi-brand operations, and businesses with more than three brands are close to 30. %, some even represented 7,8 brands.

From this set of figures, it is not difficult to see that brand enterprises are fiercely competing for high-quality business resources. Not only that, in this batch of high-quality businesses, although there are no shortage of sales outlets hundreds of businesses, but after all, a small number of businesses only 14 average outlets, it is clear that such outlets, it is difficult to meet the ceramics market sales for the local market demand. In addition, some manufacturers blindly pursued big stores, but they ignored the rationality of channel layout, and the input and output were not balanced.

The middle and low-end market has been blank for a long time, first-line marketing has reached a saturated state, opening up a new battlefield has become an urgent task for sanitary companies, we can easily find that sales channels sink to a class one provincial capital city of about 2,000 brands, The number of cities in the area is close to 500, and the number of counties and cities is about 50. There are also 20 brands in relatively wealthy towns and cities; there are 1,500 cities in class I capital cities, 400 in prefecture-level cities, and up to 10 in townships. . According to the distribution of the third provinces, there are about 1,000 provincial capitals, 300 prefecture-level cities, 30 counties, and up to five brands in townships.

These data are sufficient to show that most of the company's channel construction is still weak. The existing channels are far from meeting the needs of enterprise development. Flattening and direct access to terminals have become the focus of attention of enterprises. Many companies are still in a blank state in the 3rd and 4th markets. In fact, the consumption of ceramics in the rural market has become the largest growth space for the ceramic industry. However, the vast majority of products flow to the rural market and are completed by prefecture-level businesses. Obviously, many brands in the ceramics industry cannot directly serve this group of potential customers.

The integration of channels is imperative. The real estate market continues to develop, and the market is not digested in time, which brings huge potential for the development of the industry. Since 2008, with the macroeconomic regulation and control of the national economy, inflationary pressures and influences, the impact of the US subprime credit crisis has further increased. The stock market, real estate market, and labor-intensive companies that rely on exports as their representative Market confidence and performance indicators have been greatly affected.

As the decoration materials industry, which is closely related to the real estate industry, despite the time constraints of the Olympic Games in the first half of the year, it has shown better performance than previous years, but it is limited to brand products with competitive prices. According to the survey, sales of non-brand or over-reliance on retail decoration materials have been collectively hit. Sales since May have been less than 60% of the same period of last year, and ceramics sales have also fallen by nearly 20%. Some experts assert that a new round of industry reshuffling for building materials and decoration materials companies and their related channel integration are about to begin.