【 Building materials network 】In recent years, China ceramics The growth rate of products in the sanitary ware industry increased steadily in the same year, becoming the fastest growing industry in the building materials industry. This development momentum has triggered a surge of funds in the ceramic bathroom industry, attracting more investment, and ceramic bathroom manufacturers of all sizes have sprung up like mushrooms.
　　 The seller's market turns into the buyer's market
The capacity of the market is limited in a certain period of time. The sudden expansion of production capacity makes the market unable to digest, which will inevitably lead to increasingly fierce market competition. According to the analysis, in the next two years, the ceramic sanitary ware market will change from the seller's market to the buyer's market. When the market subject changes, the market behavior will also change. However, this change will have little impact on the first and second tier brands that already have certain brand influence, while the new small and medium-sized ceramic sanitary ware enterprises will face product stagnation in the next two years pin Crisis. The good days of new ceramic sanitary ware manufacturers are due to the fact that the ceramic sanitary ware market is in the seller's market, and the market capacity has not been saturated. At present, new ceramic sanitary ware enterprises should think about the trend of the future market and prepare for a rainy day.
In the first few years of the development of the ceramic sanitary ware market, ceramic sanitary ware manufacturers can easily sell their products even if they do not consider the preferences of consumers. However, as the ceramic sanitary ware market has entered the buyer's market, consumer orientation has become a key factor in determining enterprise production key factor. Whether it can meet the needs of consumers determines the future fate of ceramic sanitary ware manufacturers. The domestic first and second tier brands can not only meet the needs of consumers well, but also are commendable in terms of channel construction. The newly-built ceramic sanitary ware factory has not achieved good performance in channel construction and is at a disadvantage in the competition with the first and second tier brands. In the next two years, the lack of channel construction is the "bottleneck" of the development of the new ceramic sanitary ware factory.
　　 Increase the construction of direct stores
Taking some brand ceramic sanitary wares as the benchmark, the new ceramic bathroom factory should increase the construction of direct stores. There is no shortcut to channel construction in the ceramic sanitary ware industry. We must take the store as the platform, provide standardized services to the public, and cultivate target customers. The newly-built ceramic sanitary ware factory should actively give play to the advantage of the store's extensive contact with customers, make the store the position of its channel construction, and cultivate customers' loyalty and dependence on the brand.
On the one hand, it is necessary to establish a training normalization mechanism. When launching new products and strategies, it is necessary to provide 100% new business training for store staff to provide timely and comprehensive service support. On the other hand, it is necessary to strengthen the training of store sales staff in marketing skills. At the same time, it is also necessary to actively explore, form an effective performance evaluation mechanism, mobilize the enthusiasm and initiative of store sales staff, and make contributions to the market development of new ceramic sanitary ware enterprises.
On the other hand, do a good job in the construction of flagship stores. Flagship stores play a great role in the sales of ceramic sanitary wares, and their functions need to be upgraded accordingly. Flagship stores are not only retail terminals, but also regional marketing centers. The positioning of the flagship store is upgraded from "retail store" to "marketing store", that is, not only display, promote and sell products in the store, but also go out of the exclusive store and actively find consumers through planned and step-by-step marketing strategies. Build the flagship store into a brand communication point, enter the consumers by building a reputation in a small area, gain the trust of consumers, and eventually form a more influential store and brand in the region, thus promoting the sales of products. newly build toilet utensils The factory should strengthen the construction of direct stores and enhance the brand image, which is conducive to the market competition of the new ceramic sanitary ware factory.
　　 Open up innovation channels
With the advent of the era of "fragmentation" of customers, consumer demand has entered the era of personalization, the mass market has been broken, and the market has been re divided and combined. The emergence of this phenomenon indicates that sanitary ware enterprises need to re-examine the market environment, re insight into consumers, define consumers, take the initiative to go out, take the initiative to explore new business opportunities, and take the initiative to carry out effective marketing in order to make the new ceramic sanitary ware factory bright. The newly-built sanitary ware factory can adopt new sales channels, seize business opportunities and expand the market. For example, online marketing is undoubtedly the pioneering point of the new channel model.
The rise of the Internet has greatly changed people's way of receiving information and lifestyle. Online marketing and online group buying have increasingly become important marketing means for dealers. For example, some enterprises have opened "online shopping" columns in prominent positions on the website or increased the network door The construction of the store. Consumers are more and more interested in this time-saving and labor-saving way of purchase, and online marketing has a large market space.
Channel construction is a particularly important module in any industry, including the ceramic industry. In the face of the fast-paced changes in the ceramic market, how to build a good ceramic sales channel will become a magic weapon for the success of the ceramic industry.