Integration, reshuffle and transformation and upgrading have become the key themes of the bathroom industry, but no matter which keyword, can not get rid of the power and influence of the brand. The more mature the development of the industry, the more fierce the competition among enterprises. For enterprises, how to make their own brand deeply rooted in the hearts of the people becomes more and more important.
However, the traditional brand marketing of sanitary ware enterprises faces two major challenges:
The fragmentation of channels brought about by the real estate bubble and the fragmentation of information brought about by the spread of information.
Sanitary ware enterprises traditionally brand building has three magic weapons:
The first magic weapon is to build a brand through a strong terminal. The specific performance is: build a "big store" in a golden commercial area, and use the "big store" to intercept consumers in the market, provide consumers with a good terminal experience, and promote consumers Cognition and purchase. The strong terminal model is still valid today, but it is affected by the real estate bubble and faces high cost challenges: high rents and huge management and operation pressure. Especially with the proliferation of building materials and home commercial real estate, the building materials market is blooming everywhere and the channels are fragmented. If businesses want to occupy each core area to establish high-quality large stores, the cost and risk are very huge.
The second magic weapon for sanitary ware enterprises to build brands is star endorsement. Looking back on the main sanitary ware brands, almost all of them have been endorsed by stars. However, neither Wang Leehom nor Fan Bingbing can make the endorsement enterprises take off, which already shows that the key to brand success is to rely on oneself. Especially with the advent of the multi-screen era, mass entertainment has turned stars into meteors. Popular stars are almost once a year. People's attention is becoming more and more difficult to concentrate, their preferences are becoming more and more diversified, and the limitations of celebrity endorsements are increasing. Big. In particular, the popular mode of star plane endorsement of small and medium-sized enterprises has further lowered the threshold of star endorsement, and star endorsement has been rampant.
The third magic weapon of sanitary ware enterprise is to make brand through promotion. Since 2009, various types of promotional activities have become a magic weapon for businesses to "both advertise and sell. From the big reward for opening business, to the promotion of various special festivals, to the joint promotion of the whole province and the whole country, various promotion methods such as market interception, community card sales, centralized blasting, etc. emerge one after another. The planning methods are becoming more and more exquisite, and the investment and operation are becoming more and more professional. Pre-sales have become the norm, and consumer competition has penetrated from stores to communities and even consumers' homes. What is worrying is that these behaviors have not created consumer demand, and price wars are still the only choice for major businesses. The price war has dragged down many enterprises and businesses, and even the reverse development phenomenon of bad money driving out good money has appeared: many low-quality and inefficient workshop-style processing plants have bucked the trend, and family-style workshops have blossomed everywhere, intensifying the fragmentation of channels. situation. This part of the business through price leverage in many areas and even forced back a lot of normative brands and enterprises. For example, in the northeast, northwest and other regions, some regional businesses have suppressed some first-line brands.
Only when excellent enterprises jump out of the trap of price competition and excessive marketing, create brands through value marketing, and create service value-added and consumption experience for consumers, can they finally achieve a win-win situation for consumers and businesses. The traditional three-piece treasure of brand building has played a major role in the development of the bathroom industry, but in the market environment in the context of the Internet, it is facing new problems and challenges, and it has been somewhat inadequate. Innovation is the theme of enterprise marketing, especially in the context of channel fragmentation and information fragmentation, the single and crude communication mode has been unable to meet the development needs of enterprises.
Excellent managers and enterprises can always keep pace with the times, how to get rid of the spread of Internet anxiety, through the flood of information and illusory appearance, the ability to grasp the core management of enterprises is more and more important. Bathroom colleagues do not have to worry too much about the prospects of the industry, because development is always the theme and will not stop moving forward because of people's doubts and incomprehension. But be cautious and optimistic about yourself, because disruptive innovation has become the norm. In front of the trend, advantages may become disadvantages, and achievements are most likely to become the burden and burden of moving forward.