Insufficient channel construction restricts the development of sanitary ware companies

According to industry insiders, the sanitary ware market will shift from the seller's market to the buyer's market in the next two years. The main body of the market changes, and the market behavior will change accordingly. This kind of change has little impact on first- and second-tier brands that already have a certain brand influence. For newly established small and medium-sized sanitary ware companies, they will face a crisis of unsalable products in the next two years. The sanitary days of newly-built sanitary ware manufacturers are due to the fact that the sanitary ware market is in the seller's market and the market capacity is not yet saturated. Prepared for safety in peace time, at present, new sanitary ware companies should think about the future market trends and take precautions.

Inadequate channel construction into a bottleneck for the development of emerging sanitary ware companies

In the first few years of development of the sanitary ware market, even if the sanitary ware manufacturers did not consider the preferences of consumers, the products they produced could be easily sold. However, with the sanitary ware market entering the buyer's market, consumer orientation has become a key factor in determining the company's production. Whether it can meet the needs of consumers and determine the future fate of Sanitary Ware manufacturers. The domestic first-line and second-line brands can not only meet the needs of consumers, but also be commendable in terms of channel construction. New sanitary ware factory did not achieve very good results in channel construction and was at a disadvantage in competition with first-tier and second-tier brands. In the next two years, the lack of channel construction is the “bottleneck” for the development of new sanitary ware plants.

Increase the construction of direct-operated stores with some brands of sanitary ware as the benchmark, new sanitary ware factories should increase the construction of direct stores. There is no short cut for channel construction in the sanitary ware industry. It is imperative to take the storefront as a platform, provide standardized services to the public, and cultivate target customers. The newly-built sanitary ware factory should actively take advantage of the large number of contacts with customers in the store, making the store a place for its channel construction, and at the same time fostering customers' loyalty and sense of dependence on the brand.

On the one hand, it is necessary to establish a normalization mechanism for training, and when launching new products and new strategies, 100% of new store training should be provided to store personnel, and service support should be provided in a timely and comprehensive manner. On the other hand, marketing skills for store sales personnel must be strengthened. Training. At the same time, we must actively explore the formation of an effective performance evaluation mechanism to mobilize the enthusiasm and initiative of store sales personnel to make new contributions to the development of new sanitary ware enterprises.

On the other hand, do a good job of flagship store construction. The flagship store has a great role in the sales of sanitary ware, and the function of the flagship store needs to be upgraded accordingly. The flagship store is not just a retail terminal, it is also a regional marketing center. The positioning of the flagship store has been promoted from a “retail store” to a “marketing store”, which means not only displaying, promoting, and selling products in the store, but also through planned and step-by-step marketing strategies, stepping out of the store, and actively looking for consumption. By. Make the flagship store a broadcasting point for a brand, walk into the consumer by establishing a small-area-wide reputation, gain the trust of consumers, and finally form the most influential store and brand in the region, thus promoting product sales. . The new sanitary ware factory should strengthen the construction of direct-operated stores to enhance the brand image, which is conducive to the market competition of new sanitary ware factory.

The pioneering and innovative channels accompany the advent of the “fragmentation” era of consumers. Consumer demand has entered the era of individualization, the mass market has been shattered, and the market has been re-differentiated. The emergence of this phenomenon indicates that sanitary ware companies need to re-examine the market environment, re-see consumers, define consumers, take the initiative to go out, take the initiative to explore new business opportunities, and actively carry out effective marketing, in order to make the new sanitary ware factory . New sanitary ware factory can take new sales channels, seize business opportunities and open up markets. For example, online marketing is undoubtedly the starting point for the new channel model.

The rise of the Internet has greatly changed people’s acceptance of information and lifestyles. Online marketing and online group purchase have increasingly become important marketing tools for distributors. For example, some companies open up “shopping on the Internet” section or increase the network at the most prominent place on the website. The construction of stores. Consumers are more and more interested in this time-saving and labor-saving method of purchase. Internet marketing has a huge market space.