Talking about the survival and development of sanitary enterprises under crisis

With the hosting of large-scale events such as the Olympic Games, Asian Games, and World Expo, the state has increased the investment in infrastructure facilities. With the gradual improvement of infrastructure, property and real estate that match the infrastructure have become extremely popular and hot. It entered a period of rapid development, the rapid development of real estate has also led the real estate-related downstream companies, a high-speed development period of sanitary ware started here, by the bathroom industry is lucrative and belongs to the impact of sunrise industry, more and more people pay attention and investment This industry. The number of upstream manufacturers and downstream distributors has mushroomed. The global economic crisis in 2008 brought about the benefits of the post-crisis in the second half of 2010. Manufacturers and businesses blindly investing in the sanitary ware industry began to experience the impact of the crisis and opened up in order to survive a fierce and vicious competition. prelude. From the competition to the final result, it can be imagined that it is definitely a lose-lose or a dead fish. Then, in the face of a bad market environment, how to deal with this crisis as a bathroom company or distributor, to maintain its core competitiveness in this crisis, and finally to stand out in the competition, I think we can proceed from several aspects. consider.

First of all, as a professional sanitary ware manufacturer, the technology is relatively mature in production and manufacturing. Generally, because of its boss's strength and philosophy, the speed and scale of the company's development will be quite different. For example, the European sales in the industry exceeded the second place by several times. Under the better economic environment, professional sanitary ware companies can share a slice of the market. However, as the market environment deteriorates, the cake gradually becomes smaller. As professional SMEs, they began to cut costs, cut corners, and performed in the end market. The performance of the terminal market was a sharp drop in sales prices, which forced the entire industry to rapidly decline profits, dealer profits to decline, and corresponding services would be discounted. Consumers' prejudice against the industry is increasing, which is unfavorable for the development of the entire industry. (Early, small household appliances are a typical example. During the period of rapid development, manufacturers competed for price reductions, resulting in very low profits. Terminal distributors have to abandon the distribution of corresponding categories in order to avoid losing money. The end result is an acceleration of industry death. . As a professional sanitary ware company, it should serve as a mission to maintain sound development of the industry. In the face of a bad market, we should strengthen the analysis of the advantages and disadvantages of our own companies and find out the survival rules for companies in such a market environment:

Keyword 1: Subdivision 1. Subdivided products, such as a certain brand has a strong advantage in the bathroom, it should strengthen the development and promotion of sanitary ware, focus on the production and sales of sanitary ware, rather than large and wide, various All of the materials are intended to be produced and sold. The result is that the companies are not competitive and will eventually be dragged down by the market.

Second, the market segmentation, such as a brand of production equipment is relatively backward, the production cost is relatively low, the texture and aesthetics of the product is relatively poor, as the small and medium-sized market, there is still demand for bathroom and other goods, if you can well grasp this market The potential is huge.

Third, subdividing channels, if the brand wants to position in the mid-range price, for the current market environment, the choice of large and medium-sized cities, relying on supermarkets will be the best choice, first make influence in the big cities, extract the corresponding The main points of operation and ideas will then gradually infiltrate into the next level of markets through the countryside surrounded by cities. At present, in addition to the European brand awareness, the remaining brands are basically more local influence, so if you choose to build a self-built specialty store is not appropriate, the end result is poor profitability of self-operated stores, funds are not strong The dealers are prone to capital chain breaks and cannot continue to operate. Finally, it is definitely a failure of the company's strategy.

Keywords two: lay a solid foundation The earliest proposed concept of the overall bathroom is the European School, the European School was established in 1994, and it has been 18 years since then, the overall rapid development of sanitary ware is from 2005, China successfully bid for 2008 The convening of the Olympic Games and subsequent large-scale events led to the rapid development of domestic real estate, and many sanitary ware companies have sold a record high in this period of time. In the past few years of rapid development, companies have paid more attention to how to break through sales, and have paid less attention to the basic work related to the sustained and healthy development of enterprises. This is why the crisis has caused many companies to feel the pressure is very great, because With core competence, there will also be many companies that will be eliminated in this harsh environment. As a leading company in the sanitary ware industry, it is necessary to guide the entire industry to lay a solid foundation for the brand, increase the core competitiveness of the company, formulate corresponding standards for some industries, (such as installing inspection standards for after-sales services), and formulate these standards to regulate the relevant behavior of the company. Raise the threshold of the sanitary ware industry and let the business or distributor that wants to enter consciously improve their quality. Only the basic strength of the entire industry brand has been improved, have their own certain core competitiveness, the overall quality of the industry has been improved, the entire industry can be healthy and orderly long-term development.

Key words III: Talents With the development of the market, the competition between enterprises and enterprises comes down to the competition of talents. Whoever has high-quality talents, who knows how to train excellent talents, and who has the means to rapidly duplicate talents, are the ultimate winners. Since the sanitary ware industry has not been developed for a long time, the number of truly operational personnel in the industry is still relatively small. In addition, the market environment is not good in recent years, and the operating conditions of the enterprises are not ideal. The company feels that it is not human and people think that the company has no future. Therefore, the loss of personnel between enterprises is very serious. Because there is no settling in the enterprise, it is difficult to cultivate practical talents. Whoever achieves new breakthroughs in talent training will be able to make breakthroughs. The rapid development of Chibang in recent years is still remarkable in the training of talents. This aspect is also a reason that prompted Chibang to quickly emerge in the bathroom industry. Therefore, if a company wants to grow healthier and more long-term, it must have a talent training and reserve method. (For example, the author's previous step-by-step service was very good in terms of personnel training. Every year, many high-quality graduates are recruited from schools, tailored to the graduates' rhythmically combined with their own conditions. To create a training plan, so we can feel the strong corporate culture of BBK in the body of BBCO. The corporate culture of BBCO is definitely not empty talk, but the spirit of each person who truly penetrates into the company.)

Keyword 4: Resource Integration The birth of Apple's mobile phone, everyone should be no stranger to the concept of integration, and there is no doubt about the power of integration. So in our bathroom industry there have been a lot of very powerful companies, such as cross-border brand appliance giant Haier, home appliance listed companies Vantage, Oulin, Fang Tai, the United States, the scale of these companies operating the entire custom home industry are no brand beyond. However, after cross-border bathroom, the performance of these companies in the sanitary field is not ideal. Unsatisfactory performance is also a normal phenomenon. Whether it is marketing from EMKT.com.cn or production is in accordance with the original experience to operate, regardless of the market, first large-scale investment, self-built plant and production line, the production line to run into normal operation will take a long time, more Not to mention the lack of experience, and at the same time the customization of products involves more links, longer processes, more hands-on personnel, and problems in one link, which will affect the progress of the entire process. Therefore, as a breakthrough for cross-border brands, resources must be integrated. Do not blindly build a factory building or buy equipment to build a production line. The initial stage should be to acquire some very smooth companies in the manufacturing and manufacturing fields to carry out production. Through a period of time, the relevant technical personnel are trained and sales are achieved. A certain scale, this time can consider expanding the scale of production. After production is completed, sales must also be able to open up the situation. Therefore, the integration of marketing talents must be strengthened. The premise of integration of marketing talents is to have a clear business idea. To combine the business ideas, we must plan talents within a certain period of time. Looking to recruit a group of people can immediately open the situation, if the company is too impetuous, it is difficult to have a breakthrough. We must have a long-term talent development plan and know how to integrate the talent resources of all parties. At the same time, with the changes in the market environment, consumer spending habits are constantly changing, sales channels, etc. must also be integrated accordingly, when these work reaches a certain amount can certainly lead to qualitative change.

The market is unpredictable. Manufacturers must follow the “city” in order to keep up with the market. The market environment facing the crisis needs to know more about their own situation and the environment they are in. Only by finding their own advantages and disadvantages, they can The measures to make up for their own disadvantages and limit their strengths to their own strengths and weaknesses can enhance their core competitiveness and find their own way of survival in the harsh market environment.