Sanitary industry sank in the second and third tier markets, should prevent "acclimatization"

Due to the impact of the property market's regulation and control policies, as well as the high cost of land acquisition in first-tier cities, the bubble phenomenon in housing prices, prices of raw materials, and the rate hike by the central bank, all major housing companies have carried out regional structural adjustments. Increase development efforts in second and third-tier cities. Vanke, Poly Real Estate, Country Garden, Poly Hong Kong and other large housing companies are earning pride in second and third-tier cities. As the downstream industry of real estate, the bathroom shower industry in the sanitary ware industry should also seize the opportunity in this context, followed by the sinking of housing prices to the secondary and tertiary markets.

Real estate business redirection targets Due to the saturation of the first-line market, many real estate industries have begun to target the second and third tier markets as another base for their development. As the sanitary ware industry and the real estate industry have an inseparable relationship, they have begun to sink with the real estate market. Slowly plan the development plan for the low-end market.

Faenza Sanitary Ware Manager was informed that although there were merchants making preferential offers during the “May 1st” period, they did not see too many customary lively promotions. It was understood by some store owners that these stores were away from their customers. In close proximity, there is almost no need to do a lot of promotional activities. Customers will come to the door to look at the goods. Once a certain product is selected, the merchant can provide timely on-site service. Even if there are any problems, it can be resolved quickly. The businesses next to these homes have a special kind of trust.

Responsive to the property market to open up a new battlefield for the shower room industry, there is a certain "associated" relationship with the real estate industry, most of the shower room business development strategy must be formulated around the real estate industry. Therefore, in the context of housing prices generally sinking to second-tier cities and third-tier cities, showering companies may also wish to follow the housing prices to sink channels into second-tier and third-tier cities. From the first-tier cities or exports to the development of second and third-tier cities, showering companies should pay attention to two aspects in order to prevent “acclimatization”.

Second-tier and third-tier urban residents have different levels of consumption and consumption characteristics than first-tier cities. For example, in a third-tier city in the Mainland, when people buy shower rooms, they value the practicality of the shower room rather than the decorative and artistic nature. In terms of purchasing power, due to economic constraints, they are more interested in inexpensive products. In addition, from the dealer's point of view, the strength of second- and third-tier cities' dealers is relatively weak, and professional shower room dealers are rarer and fewer. Most dealers are willing to open special zones in sanitary ware stores instead of exclusive showers. room. Therefore, during the investment promotion and promotion of second- and third-tier cities, shower room companies must timely adjust their strategic plans according to market surveys and introduce shower room products suitable for the needs of local residents.

Due to the long-term competition in the front-line market, both front-line old brands and new-entry brands have their own advantages. Only by exerting their own unique advantages can an enterprise win the market competition in the second and third-tier cities. For front-line old brands, brands such as brand influence, production scale, product quality, service level, and financial strength are incomparable to new brands. They can take advantage of high brand awareness, large production scale, and strong financial strength. To seize market share. The advantage of new brands is that their development strategies and product development are more flexible and easier to adapt to the habits of local residents. In addition, newcomers often have certain advantages in terms of prices. Relative to the first-tier cities, the competition pressure in the second-tier and third-tier cities is relatively small, but with the successive adjustment of the development strategies of major companies, the pressure of competition will increase. Especially in some prefecture-level cities and some inland capital cities in Jiangsu and Zhejiang, the shower room market competition will continue to increase in the next two years.

Strengthen brand building Nowadays, the market competition is becoming more and more fierce. If a company wants to win the competition, it cannot rely solely on high-quality products. It should also enhance brand awareness because brand building is the magic weapon for the company to win.

As the saying goes: "The customer is God." Regardless of which market is in which market, it must put the needs of consumers first, in order to cultivate consumer loyalty to the brand.

Most of the domestic shower room companies have already realized the importance of the brand, but in actual operation, the emphasis on brand building is not enough. Some shower room companies not only do not pay enough attention to it, and even do things that are detrimental to their own brand. For example, many companies’ complaints against consumers are not dealt with in a timely manner, and delays or even delays. Maybe they don't think it's worth it. Anyway, the consumer's money has already been paid and he has not lost it. But in fact, this kind of behavior is an extremely irresponsible performance, seriously undermining the interests of consumers, but also undermines corporate image and reputation. Consumers who are not able to respond to consumer issues in a timely manner can think of how their brands can be recognized by consumers.

Shower companies will also increase brand building efforts when they sink channels into second and third-tier cities. According to the survey, the brand awareness of second- and third-tier urban residents is not weaker than that of residents in first-tier cities.