The development of Chaozhou cottage bathroom enterprises

With such a set of data, you may be surprised to see that Chaozhou, Guangdong Province, which has the reputation of “China Porcelain Capital” and “Hometown of Chinese Ceramics for Daily Use”, is one of the important ceramic sanitary ware production bases in China. About 1600, of which nearly 5,6 hundred companies are typical cottage enterprises. From the early 90's, Chaozhou's cottages were bred with the rapid development of domestic sanitary ware brands. Today, the cottage has become synonymous with Chaozhou, and it has become the largest gathering place for bathing companies in China. What exactly is the development of the cottage ceramic sanitary ware industry in Chaozhou? Today, the author has revealed for you one by one.

Why Chaozhou became a fortress settlement?

Those who have been to Chaozhou sanitary ware production area know that in Chaozhou, a variety of cottage enterprises can be seen. Whether it is a well-known brand or a bathroom brand that takes the name of a star, it can be said that it is not uncommon. Before exploring Chaoshan's Shanzhai Road, we still need to look at the history of the development of Chaozhou sanitary ware production areas.

Chaozhou, as the country's largest sanitary ware producing area, has experienced more than 20 years of development. The quality of the sanitary products of Chaozhou Sanitary Ware has reached a relatively high level and the product structure tends to be reasonable, but it lacks marketing and brand influence. As the birthplace of producing areas, Chaozhou has unparalleled advantages and a cultural atmosphere in the producing areas. At the beginning of the year, the rise of Chinese sanitary ware brands, especially Guangfo, Chaoshan and Nan'an, Fujian Province, saw many domestic independent brands enter the eyes of people. Compared with other products, the Guangzhou-Foshan area is close to Guangzhou and Shenzhen, and the Nanan area is close to Xiamen and Quanzhou. No matter whether it is geographical advantage, it is far ahead of the Chaozhou area. Therefore, due to the influence of geographical factors, the Chaozhou region was like being enclosed in a house, but it had strength but could not be released. Geographical and transportation are often one of the important factors constraining regional development. This is also why there are no other sanitary bases in Chaozhou.

Technology, Talent, and Brand Constraints Development In addition to the lack of geographical advantages in the areas of Guangfo and Fujian Nan'an, the Chaozhou region is not as good as it is in technology, talent, and brand consciousness. During a visit to Chaozhou, reporters learned that most current generations of entrepreneurs in Chaozhou are not very well-educated. They have in-depth research on technology and products, but they do not have a strong concept on marketing and branding. Therefore, during the rapid development of the Chinese economy in recent years, they have not actually gone out. Instead of increasing funding for recruiting talent, it is self-sufficient to maintain the family business. In this group of Shanzhai enterprises, the reporter found that they have a common feature is that the funds within the company are limited, can only do internal operations and expenditures, which makes them more reluctant to provide funds for publicity and marketing. The mode of production also follows the old generation's path, and the lack of support for new technologies will inevitably make their production less than the goal requires. Therefore, they began to slowly take the cottage. This kind of cottage can be said to be a way for them to opportunistic, or another way to survive.

How does a cottage business operate and survive?

In Chaozhou, cottage bathroom companies are not uncommon. The shadow of the cottage can be seen almost everywhere. In the rapid development of the domestic economy and the sanitary ware industry, how does this cottage bathroom company operate and survive? When reporters learned about the Chaozhou market, industry insiders told reporters that there was a phenomenon in Chaozhou that there were a lot of companies that handled trademark registration. However, this kind of company was born under the numerous cottage companies. Because of all the defects in the domestic trademark registration, many Shanzhai enterprises have been speculatively registered in foreign countries, of which Hong Kong, Italy, and France are the most common ones. However, the current domestic trademark law is still unable to truly regulate the operation of these cottage brands. Therefore, a large number of cottage brands have been born. Talking about the operation of the company, Chaozhou people have their own set of ways. As mentioned earlier, many companies in Chaozhou do not have a lot of funds to operate and market, so they can only rely on existing strengths to carry out order-based operations. The products are shipped to third- and fourth-tier cities. Before shipment, they will use the LOGO that emulates "famous brands" according to actual needs. In general, this order-style approach is enough for a small business to survive for a year, but there is no way to have a solid capital. Although there are no strong funds for marketing and promotion, some cottage enterprises in Chaozhou occasionally use some traditional channels for publicity, especially for books and magazines, which can be said to be their biggest advertising expenditure. The other is through the promotion of salesmen, but with the rapid development of society, the traditional approach has not kept pace with the development of the times. In fact, it is not difficult to find that today's Chaozhou is like Putian in Fujian. While the rapid development of Jinjiang footwear industry, Putian also bred a variety of footwear brand cottage. This is like a force that drives another force to develop at a rapid pace, and perhaps the cottage is also a trend of social development.

The brand road has made great progress and talked about the brand concept of Chaozhou. Many people disagree with it. Because of the star effect compared with the Guangfo area and Fujian Nan'an, it is true that Chaozhou was relatively silent in recent years. In fact, behind the huge output is the diversified development of the bathroom in Chaozhou. In recent years, with the efforts of the Chaozhou local kitchen association, Chaozhou has already begun branding construction in recent years. According to Liu Xuejun, director of European and American sanitary fittings sales, Chaozhou Sanitary Ware Co., Ltd. has specialized in branding, branding, and branding. Now many companies have begun to pay attention to the importance of the brand.

When it comes to the brand in Chaozhou, everyone also remembers a brand. That is Hengjie bathroom. It can be said that Hengjie bathroom is a miracle in Chaozhou. Heng Jie, who was born in the mid-1990s, focused on the domestic market from the very beginning. He did not have "a famous brand" or "a large sum of money." He neither "shanzhai" nor the committee asked for a wedding dress, and he chose himself. The road, the relocation of the marketing center, stepped out of self-sufficient production in Chaozhou, and chose a celebrity endorsement in the brand. This allowed Hengjie bathroom to go out of Chaozhou in just a few years and became a representative of brand enterprises in Chaozhou. This also made a lot of Chaozhou companies realize that the importance of the brand in the development of the company.

Today, with the concentration of branding, the development of Chaozhou is also just around the corner. The author believes that Shanzhai culture will gradually be planned and changed with the joint efforts of various associations and organizational units. Chaozhou production area itself has a non-replicable production area culture. Under the correct guidance, the advantages of the joint production areas will surely have certain effects. Those enterprises in the Shanzhai will pay more attention to the corporate culture and brand awareness. Only in this way can we have our own place in the competition.