There are many brands in the sanitary ware market, but the quality of the company is uneven. Some small and medium-sized sanitary ware enterprises are also in the process of being attacked by large enterprises due to lack of funds, insufficient innovation ability and imperfect management system. Although they are forced to help, they are The development of the industry is still a big obstacle.
Although the current sanitary ware market is not good, the number of sanitary ware enterprises is still very large. Under the new industrial structure, overcapacity has become an indisputable fact in the industry. At the same time, many small and medium-sized sanitary ware enterprises also rely on “OEM†production. The counterfeit brand name and the unevenness of the upstream enterprises have also affected the construction and development of the merchant channel.
First: the lack of capital into a channel stumbling block
The reason why sanitary ware manufacturers are difficult to face the changes in the market is that they lack the strong financial strength to back them up. In the past two years, due to equipment renewal and capacity expansion, coupled with fierce market competition, corporate profits have become thinner and thinner, and there has not been a capital accumulation that really allows enterprises to take off. The lack of capital investment has seriously affected enterprise product development, channel laying and brand building.
For many small and medium-sized sanitary ware enterprises, the lack of funds is even more serious. Difficulties in borrowing and financing are also difficult thresholds for SMEs. If the company does not form a stable sales channel and does not form a perfect sales model, once the market encounters a storm, it is easy to encounter a sales crisis, and it is even more difficult to talk about the sinking of the channel to the second and third-tier markets.
Second: the use of counterfeiting is prevalent
In order to win market sales and take the initiative in the market, some large-scale sanitary ware companies often invest heavily in product research and development, and this investment is often difficult for small and medium-sized sanitary ware companies to take out. However, the “high cost†investment of large enterprises is difficult to obtain “high returnsâ€. Once new products are launched, they are often directly copied by many companies.
Sanitary enterprises not only imitate on products, but also in management, business model and even brand promotion, many companies often engage in "bringing", and follow-up management has become a life-saving rule for many companies to survive. Enterprises that are homogenized and lack capital will only be able to follow suit and will not be able to break through the market or even be eliminated.
Third: the management system is not perfect
The sanitary industry is still very traditional in management and marketing. The quality of the industry's employees is not high. Therefore, only a very small number of companies have relatively well-known brands and relatively complete channels. Many of the sanitary ware enterprises' own channels and sales management are obviously not standardized, and the market outlets are weak. The dealers' choice of products depends on good customer relationships. In addition, many companies do not have the ability to operate brands, have no systematic business model and professional marketing team, no accurate market information, no customer-oriented service standards and customer-oriented service systems, and no research, production, and supply systems for the market. The capital investment cycle is long and the risks are high. All of these will become time bombs for the bathroom companies to die. They may be fatal at any time.
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Label: Counterfeit wind prevails in the sanitary industry development encounters three major stumbling blocks
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