The "water" in the domestic bathroom market is too deep
  • Date:2022-09-21
  • Read:940
I often hear insiders lament that the water in the bathroom industry is too deep! Indeed, the bathroom enterprises are far less easy to do than many people imagine. Not to mention that Shuishi, an international brand that has lasted for many years, is not satisfied. In fact, its share in the overall market share is very small. Look at domestic sanitary enterprises. Whether they are real estate brands of front stores and back factories, or regional brands dominating one side, whether they are household appliance enterprises doing cross-border sanitary wares, or professional national brands, "every family has a hard way to learn". Some do not make money, and some do not do much. What is the reason,? The answer must be that different people have different views.
The sanitary ware is an integrated product, customized product and engineering project, which determines that the service support system of sanitary ware enterprises is much more complex than that of traditional industries. For traditional industries, all the sales processes after the user signs the bill and pays the money are called after-sales. You can just buy a piece of clothes and carry it home. Buying a TV, at most, plus a handling link, is very simple. On the contrary, there is a complete production, logistics and installation process after signing the contract. This process is easy to make mistakes, and also requires human and material resources. In fact, it is a very critical link in the whole order implementation process.
The dealers need to have installation teams, logistics and storage conditions, and the manufacturers need to have the ability to control product quality, guarantee delivery time, user information and complain, which makes the importance of the entire service support system different from that of traditional industries. However, the current situation is that most sanitary ware manufacturers, including many brand sanitary ware manufacturers, simply "neglect" the management of end consumers, so that the user satisfaction rate of sanitary ware products is far lower than the level of traditional industries. Of course, there are many reasons for this. Users expect businesses to complete part of their kitchen decoration projects and have relatively strict requirements on design, installation and delivery.
The order management of bathroom enterprises is very complex. From the introduction of products by the direct salesperson of the dealer, the measurement and re measurement by the designer, to the confirmation of the order; There is a long process from receiving, reviewing and disassembling orders by the headquarters to product procurement and installation information feedback. Every link is prone to errors or delays, so order accuracy is a very important management indicator in the bathroom industry. Some large enterprises in the bathroom industry have even separated order management from sales management to become a separate system, which shows how important order management is! Order management needs to be supported by information systems or a large number of people, which is an insurmountable obstacle for many enterprises.
As we know, traditional product marketing generally includes sales management system (sales personnel management, channel management, order management), marketing system (market research, promotion activities, new product launch, brand promotion), service support system, and product development system. These systems are required by sanitary enterprises, but the connotation is very different.
The product development system is also different. The development of traditional products emphasizes the function, cost and price of the product, while the development of sanitary products focuses on the appearance, style, style and culture of the product. In addition, the function is highlighted by the concept of integration. For teams accustomed to the traditional industry development process or modular division of labor, the development of bathroom is really difficult to understand.
Bathroom storefront is an integrated experience store. Its location, size and decoration image are the key to success or failure of business, which is quite different from traditional industries. The display design is not only a part of the store, sanitary products and corporate culture occupy a very important part, and the pattern of sanitary shopping malls is diverse, so it is difficult to rely on general decoration companies to do the display design of terminal stores, let alone do a set of store image standards like household appliances and clothing industries, and dealers can do so. Brand bathroom enterprises need to have the ability to support the display design of "Ju" stores.
Bathroom is a new industry. Most of the employees are novices, but the core positions in the industry, such as direct sales, design, installation, are highly professional. The personnel in these positions can only be trained by the enterprise itself, which requires the bathroom brand enterprises to have strong training support capabilities.
It requires enterprises to have sufficient capital, talents, bosses or decision-makers to have full understanding and insight into the industry, which is very difficult to achieve. The sanitary ware brands that started from scratch are often hard pressed in terms of capital and talents; For those who do household appliances cross-border, few enterprise decision-makers have enough knowledge of the bathroom industry, and their heads are all home appliance marketing. This is the fundamental reason why sanitary enterprises can not do well.
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