The domestic high-end sanitary ceramics market, with few domestic brands, is changing. At the annual meeting of the Sanitary Ware Accessories Branch of China Construction Sanitary Ceramics Association held in Xiamen, domestic sanitary wares will compete with foreign sanitary ware brands and compete for the high-end market for domestic sanitary ware. It is said that many leading companies including Quanzhou enterprises are preparing to jointly sign up to the National Tourism Administration in order to obtain policy support.
At this annual meeting of the industry, dozens of companies from major production regions in China participated in the conference. Quanzhou companies including Shenluda Group, Brilliant Plumbing Group and Zhongyu Group also participated in the conference.
Participants revealed that the annual meeting reached two consensuses: I hope that the Association can carry out work and persuade the National Tourism Administration to openly allow domestic sanitary products to enter star-rated hotels; all companies must strive to persuade the hotel being renovated to use domestic sanitary ware.
Overseas brands step up their layout
After the sanitary ceramic brand battle in 2000, domestic ceramic enterprises recognized the importance of brand and culture and began to vigorously promote brand building. On the one hand, they changed the production line and on the other hand actively absorbed advanced technology, recruited talents, and opened up the international market.
Overseas brands have also increased their marketing efforts in China and have taken a variety of measures to grab market share of products. Such as American Standard, TOTO, Kohler, British Ceramics and other international predators, not only the products shipped to the domestic market sales, but also in the mainland investment and construction, to achieve the localization of production and sales, in order to reduce the domestic production of low production costs caused * *.
Allegedly, American Standard and Kohler have even cooperated in OEM processing in Nanan, Quanzhou.
This industry reshuffled the birth of the famous brand of sanitary ware in China, including Shenluda, Brilliant, Zhongyu and Jiumu in Quanzhou Nan'an, but it still cannot change the fact that the domestic high-end market is occupied. The high-profit high-end market is still in the United States. Standards, Kohler, TOTO, Faenza and other international power brands.
“Culture as a selling point is a hot topic in the sanitary ware industry last year. Brands need a cultural atmosphere. Products without culture have no vitality and value is not high.†Kohler related person in charge said: “Chinese ceramic products from the sale of products to The transformation of selling culture is the ultimate path to be followed.†The relevant person in charge of American Standards also stated that today, with increasingly fierce competition in product homogenization, brand, price, quality, and service will be more comprehensive and meticulous. Domestic big-name launches assault
The annual meeting of the industry revealed that domestic sanitary ceramics companies do not want to compete for high-end market. In fact, in recent years, some domestic companies have launched assaults on high-end markets.
For example, the only listed company in the sanitary ware industry, Chongqing Siwei Porcelain, launched nine modern tunnel kilns and three shuttle kilns, and formed an annual output of 4.5 million high-grade sanitary ceramics, attracting attention from the industry. Its sub-brand for the high-end sanitary ware market, Jin Siwei, has occupied 10% of the domestic market in just two years, and has exported a large number of high-end products such as Europe and America to the mainstream market.
Dongpeng, Eagle, Xinzhongyuan, etc. also adopted various strategies, from big to strong, blooming internally and externally. They actively competed for high-end market share occupied by foreign brands in the domestic market, and actively expanded exports to enhance competitiveness. .
Quan Qi is brave enough to meet the challenge
Last year, the prices of raw materials such as copper and zinc rose sharply, and the Nanan plumbing industry experienced unprecedented challenges. Brilliant, Shenluda and other Quanzhou enterprises took this opportunity to open up new space in the sanitary ware market: expanding the investment in sanitary ware production lines, changing the status quo of only producing hardware and faucets in the past, realizing the integration of plumbing and sanitary ware products, and gradually providing product models for foreign brands. Connected.
On January 8 this year, the brilliant plumbing held an annual marketing forum. Wang Jianye, Chairman of the Glory Group, stated that Brilliant will invest in sanitary ware ceramics this year to enter into high-end integrated products, create a Chinese brand with international competitiveness, strive for listing before 2010, and become a “world famous brand†by 2015.
Shen Luda has invested more than 50 million yuan last year to purchase the first ceramic production line, involved in the field of sanitary ceramics, to achieve integrated production of plumbing sanitary ware. It is understood that Zhongyu and many other leading companies are also planning to produce ceramic products.
Experts affirm company performance
According to Wang Wei, deputy secretary-general of the Sanitary Ceramics Association’s Sanitary Branch, the plumbing industry has entered ceramics production to realize the integration of plumbing and sanitary ware products. This is an expression of formal competition against fierce international brand names and the creation of a truly Chinese name brand for plumbing.
“The products of international brand names such as Kohler and American Standards include ceramics, and China’s plumbing should compete with the world famous brands. Entering sanitary ceramics is an inevitable trend,†said Yu Bin, President of the Sanitary Ceramics Association’s Sanitary Branch.