The article discusses the upcoming transformation in the bathroom hardware industry, where marketing strategies are shifting towards design-driven approaches. As you walk through a store like Red Star or Sanitary Area, you'll notice that the way products are presented and explained is quite similar across different brands. This uniformity is partly due to the industry's reliance on shared strategies, with companies often copying each other's designs or relying on similar sales pitches. In this environment, it's no surprise that product explanations tend to be repetitive and lack originality.
This trend highlights the need for the sanitary ware industry to embrace **design marketing**—a strategy where product design itself becomes the main selling point. Design marketing isn't just about aesthetics; it involves two key dimensions:
First, **aesthetic design**, which focuses on visual appeal and style. Many R&D centers today prioritize this aspect, often replicating popular designs from competitors. Second, **functional design**, which emphasizes practicality, user experience, and innovation. Unfortunately, this area is currently underdeveloped in many bathroom product R&D departments.
Luo Mohui, the chief brand officer at Jinmojia Power Grid, has observed that while appearance is heavily emphasized in product development, functional and human-centered design is often overlooked. This imbalance leads to weak customer engagement during the purchasing process. Sales guides may try to compensate by overemphasizing appearance and using exaggerated claims—such as "the only plate in the industry" or "German master craftsmanship"—but these tactics often fall flat.
In today’s digital age, consumers are more informed than ever. They research products online before making a purchase, so they’re not easily swayed by flashy marketing. If a product’s explanation lacks real functional insights, customers will quickly see through the hype. What they really want is clarity on how the product works, why it was designed that way, and what benefits it offers.
To stand out, bathroom companies must focus on both **aesthetic and functional design**. While appearance plays an important role, it’s the functional aspects that truly differentiate a product. A well-designed product should not only look good but also solve real problems and improve the user experience.
Understanding this, companies should aim to create standards through R&D. As one saying goes: *R&D creates standards, and design follows them*. If R&D doesn’t push boundaries and innovate, then design will simply follow outdated norms, leading to a lack of uniqueness and competitiveness.
To truly succeed, the industry needs to combine both aesthetic and functional innovation. Only then can it open up a new era in bathroom design marketing—one where products speak for themselves through meaningful, user-centered design.
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