Bathroom industry development trend of sanitary network marketing status and prospects

In the era of “attractive men” and “home women”, “home” has become a fashion trend, “home” shopping at home in the home, almost all of the current mainstream consumer groups after 80 things they have done. As a result, the Internet age has finally arrived. The network marketing of the ceramic industry also followed. What is the status quo and prospects? May wish to check with the reporter's brush strokes.

The current trend is immature. In the near future, the reporter observed that after the Chinese New Year, many companies began to build their own official websites and began to explore the Internet market. In recent years, the prominent Patton General ceramics in the field of antique bricks is one of them. For this reason, the reporter specially interviewed Ye Jun, general manager of General Patton's ceramics, and he discussed the recent development of network marketing.

At present, the sales patterns of the ceramic industry are relatively traditional. Most of them use the storefront display and field visits to enhance the customer's trust and then complete the traditional offline transaction mode where various matters are negotiated. Ye Jun told reporters that the annual sales of General Patton's ceramics in 2011 exceeded the target by more than 40%, but this piece of online sales is almost zero. He said that the ceramics industry has always paid little attention to the network, but some companies have begun to consciously develop in this area, but it is still in the early stages of exploration; and due to lack of experience, this phase will encounter Many problems, including network maintenance, online reputation building, logistics cooperation and after-sales service, have to rely on companies to explore and find solutions.

The reporter learned from major e-commerce websites such as Taobao, Tmall, and Jingdong Mall that all ceramic products were sold online, including tiles, sanitary ware, and mosaics. The brands covered include Dongpeng, Xinmingzhu, Xinzhongyuan and Jiumu. Wrigley, Hongyu, and Toto are all well-known first-line brands. At the same time, the reporter also found that the price of the ceramic products sold online is slightly lower than that of the offline market, but the number is relatively small, the number of transactions is small, the number of transactions is rare, and the response is flat. Ye Jun believes that the current network marketing of the ceramic industry is not yet mature and is still in a stage of promotion and promotion. Group purchase is one of the most typical manifestations. It provides a gimmick to trade in the form of promotions, attracting a lot of popularity, and has achieved the effect of advertising. This is a good strategy in the early stage of network marketing, but it may gradually decrease after the market matures.

In view of the fact that more and more ceramic companies are beginning to enter the online market, Ye Jun believes that the traditional offline market has matured and is subject to various factors such as policy adjustment, less optimistic environment, and limited protection of the housing market. I believe that this year, most of the ceramic companies' tasks are the same as those of General Patton. They are "maintaining"; in the network, there will be more Tao enterprises involved, such as General Patton, who has already started the pre-network promotion work. Although there are many details that need to be resolved, it is expected that the network market will gradually be structured in the next 3-5 years.

When talking about how to achieve this step, Ye Jun put forward his own ideas: If you want to achieve network marketing, the ceramic industry needs a professional B2C platform, adopting a combination of online and offline, including design, Transport, installation, customer service and other resources provide one-stop service. He believes that more emphasis is placed on product quality than offline transactions, and online transactions may be more focused on service capabilities.

In the discussion and analysis of the future of the networked marketing of the ceramics industry, Ye Jun boldly assumed that it can be foreseen that, just as when Foshan Ceramics began to rejuvenate at the same time, in the initial stage of network maturity, various companies will surely emerge. There is a rush to enter the online market. However, after the gradual improvement of the online market mechanism, some companies will be phased out. This is a market law: Ebb Tide and the rest are king.

In the future, online sales will subvert the sales of real-time IEI sanitary ware. Lately, Liao Xiaorong, general manager of sales of IVI Sanitary Ware, told reporters that IVI did a good job in online sales last year, but its overall sales share is not large. However, with the increasingly obvious trend of network sales in sanitary wares, IVI will increase investment in e-commerce this year and will strengthen cooperation between Jiaduo and some websites or other online channels.

Pros and cons of online sales are obvious. Today, the popularity of the Internet is high, and it is convenient to buy things online. Online shopping can also omit some aspects of physical purchases and give some profits to consumers, which also prompts many consumers to prefer to buy things online. However, relative to sanitary products such as large consumer goods, quality, distribution, installation, and after-sales service have hindered the further development of the bathroom online shopping, which is the main reason why many consumers face online shopping for bathroom products. In the face of this confusion among consumers, Liao proposed three suggestions. He said that as long as companies do these three things well, all problems will be solved. The first is the cooperation with logistics companies, whether it is a company's ability to cooperate with distribution logistics companies in-depth; the second is the establishment of a company's after-sales service system, whether the system can really take into account the rights of consumers, whether there is a corresponding The sales point can help customers to solve the after-sales problem in 24 hours or even 12 hours. Third, product quality, online sales is also a brand, quality is the fundamental business, and must not change the quality of the product itself because of the special nature of the network.

At present, more and more sanitary companies have joined the ranks of e-commerce. According to statistics, up to now, Tmall (Taobao Mall) has a total of 600 sanitary ware brands. In the face of increasingly fierce competition in online sales, Liao said that if he wants to stand out from the crowd, he must take a different route. “Enterprises must select certain websites and sales channels according to the characteristics of their products, and cannot follow other people in a targeted manner. Even if they take the popularization route, they must selectively cooperate with some websites according to their marketing concepts. IVI pays attention to fashion personality, modern avant-garde, then we will make some judgments based on consumer groups when we choose the online platform, and see which of the site's consumer groups are more in line with the concept of a company of our IVI."

At the end of the interview, Liao told reporters that in the future, the network marketing model will subvert today’s physical marketing. Although China's traditional marketing model is still difficult to subvert, but with the improvement of consumer quality, the concept of change, with the further development of China's economy, network marketing model will eventually replace the traditional physical marketing.