Ceramic bathroom hardware company how to "capture" the terminal market

The construction and width and depth of sales channels for bathroom hardware companies are important ways to improve the sales and brand image of bathroom products. After nearly 20 years of development, Chaozhou Sanitary Wares has experienced a history of development from counterfeiting, counterfeiting, OEM, manufacturing, and creation. Nowadays, with the gradual improvement of corporate brand awareness, manufacturers are not willing to just do wedding dresses for others. They all hope to increase product sales and brand awareness through channels. When the reporter walked into the Chaozhou bathroom, he saw the advertisements of local sanitary ware brands everywhere on the streets of Chaozhou. It can be seen that Chaozhou Sanitary Ware has risen one after another and issued a snoring of unwillingness to do wedding dress for others.

It is understood that Chaozhou's large-scale sanitary companies are basically taking the route of agents and developing their businesses through dealers across the country. But unfortunately, the agency network is still underdeveloped so far. Although the ambitions of Chaozhou enterprises remain the same, the reality is extremely cruel. Many enterprises are not allowed to enter the dilemma. No matter which kind of channel model, ultimately can not be separated from the company's brand awareness, product quality, service quality. The reporter visited the Chaozhou Sanitary Ware Enterprise and combined with the views of relevant people inside and outside the industry, he offered a few words for the sanitary ware companies in Chaozhou.

Calling Brand Honor and Diligence to Go Out

“Chaozhou Ceramics has developed into a branded road to the present day.” Zhang Jinhua, Secretary-General of the Chaozhou Ceramics Industry Association, said that Chaozhou sanitary ware must focus on high-quality, logistics terminal practices and deliver the Chaozhou sanitary ware brand to the market through terminals. However, Secretary-General Zhang also mentioned that terminal construction is a long process. At the beginning, McDonald's and KFC had accumulated for decades or even hundreds of years before they became the global end markets.

Chaozhou hardware sanitary ware products occupy half of the country, but only product output, rather than brand output, to do wedding dress for others is a helpless, it is a kind of embarrassment. The influence of regional brands determines the brand position of local companies. Chaozhou Sanitary Ware has to put up the banner of “China Sanitary Capital” to evoke the sense of honor of regional brands and actively go out, but it cannot be quick and profitable. The market needs a cultivation period.

Recognize the advantages and disadvantages of yourself and go out

For Chaozhou, because of natural resources and historical reasons, the production and manufacture of sanitary ceramics have inherent advantages. Chaozhou Ceramics has a history of over a thousand years. It has a complete ceramic manufacturing industry chain and a large number of skilled workers. The rich kaolin resources of the local area are well plasticized and are particularly suitable for joint toilets and personalized ceramic products. The quality advantage of the products is a major feature of Chaozhou Sanitary Ware. Many well-known brands in the industry are Chaozhou Weiqi in OEM production, and the quality is recognized by the industry.

In this case, Chaozhou bathroom can no longer follow the beaten track. This kind of means of earning profits by selling resources will be eliminated sooner or later. Enterprises must make plans early, act decisively, and bravely go out, as soon as possible to sell the brand instead of selling the product. The current brand awareness of Chaozhou bathroom is generally very low, to find agents with a certain degree of difficulty, through third-party agencies to help open up the market.

Mastering the overall environment is good at going out

The promotion and development of sanitary products are constantly upgraded. Under the background of the rise of new technologies, the vocabularies of globalization, networking, leading consumption, liberalism, online marketing, and television shopping outline the preliminary framework of the sales market under the new situation. . From the perspective of the market development laws and the market players' competitive approach, although traditional sales have a complete set of marketing systems, traditional sales channels will face new challenges with the gradual release of enormous energy from science and technology. 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: "The Internet is now more and more developed." Enterprises should intervene early, and while developing traditional channels, they are good at using new tools, doing promotion and product sales, and forming online lines. Under the marketing network.

Maintain product innovation and win market with quality

"There was no brand in the world, and the number of people who used it became a brand." Applying the celebrity statement of Mr. Lu Xun to describe the brand is more than adequate. Although product quality is not the only condition that determines consumer use, it is definitely a prerequisite. The reason why brands become brands, and can survive for a long time, the quality of the products must have excels. More advertising promotion, if the product quality is not good, but also sad, and even become a sickle to kill the company.

Product innovation is the foundation for the survival of a company. In the course of channel expansion, companies must first take innovation as a pioneer, open up markets through channels, and win markets with quality.

Although Chaozhou bathroom brand is not well-known, but the quality and low price, it is very suitable for urban and rural consumption, may wish to try to walk the road surrounded by rural areas, first in the second and third line cities, and then gradually to the high-end market.

Boldly promised to serve the market

In today's hardware and bathroom market, there is no shortage of good products and no shortage of market space. What is lacking is precisely the promise. The commitment reflects a social responsibility and a social mission. In the market economy environment based on interests, if companies dare to make bold promises, they will attract more attention. Plus, if services can be effectively followed up, they can win the recognition of consumers and open up channels to build specialty stores. .

At present, the ceramics industry is still in the era of the seller's market. Many ceramic companies adopt the single-agent, wholesale, and other natural sales status. At this time, Chaozhou Sanitary Ware Co., Ltd. should take the lead to enter the professional building materials market and building materials supermarket through channels, and actively take projects and home improvement. , community promotion and other hidden channels, take the first step to seize the market.

Chaozhou Sanitary Ware has to go out by training and recruiting marketing talents and introducing professional managers. In short, channel development and branding is a systematic project that includes production, sales, research and development, and promotion.

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