2009 kitchen industry production value 1.85 trillion, an increase in 2008 by 12 percent. Outlook 2010, continued strong property market, still rigid demand, coupled with the rapid development of 2009, making the home enterprises inertia are still full of confidence, the bathroom market nature be placed more expectation.
From the beginning of the year industry, many famous sanitary brand has launched massive market offensive, either in the key promotional product portfolio, or brand-building efforts, the inputs are unprecedented, brand competition, there have been some changes, some of which are worth mentioning.
Competition means further diversification
From basic channels, products, brands and service competition to a level of competition from relying on the distribution channels, tool, marketplace, television, outdoor advertising, DM and promotion channels, to discover the value of Internet marketing, sanitary brand means of competition will be increasingly diversified. In marketing terms, the drop in prices, promotions, discount on all major brands are put into larger efforts to implement the "going out" policy, a wide variety of customers, signings, community outreach, designer of the route, and so on, have a big party.
Of course, the product of new technologies, new design, new ideas, new concepts in nature are also important promotional means, such as "green health bath" and "bathroom of evolution", these policies are consistent with the demands of consumers, provide consumers with convenient life, while at the same time as the Enterprise build strong competitiveness. You can expect that the 2010 China sanitary trade competition will become more intense, the strategy will be more innovative content and value. Moreover, such as event marketing, conversation marketing, event marketing, interactive marketing, cartoon network marketing and integrated marketing communications, and other innovative marketing tools will become important marketing choice.
Low-carbon life, energy saving and environmental protection as an important theme
Before and after the General Assembly held in Copenhagen, "low-carbon life," this new living concept and way of life began to pop up and become a fashion, their most core content is environmental protection, energy conservation, green and healthy. Water-saving and environmental protection is also the current hot topics in the field of bathroom decoration, which consists of two layers of meaning: save water and safety and environmental protection. Climbing the water already allow people to begin to examine our style of living, bathroom as water naturally focus on large, bathroom water simply choose the decoration stage real water saving products, shut down the source of wastage.
Local sanitary brand began playing the major role
Until 2003, Kohler bathroom leading Chinese high-end market, 2003-2007 period, the sudden emergence of TOTO, forming TOTO, Kohler, American standard tripod. At present, in the domestic market activities of foreign brands, mainly in Japan TOTO, INAX, United States, American standard, Kohler, morn, DRDA, Germany of Hansgrohe, Ravi, leyi, Grohe, Spain's music, and from 2008 onwards, constant Jie, o Asman, gold, Wrigley, faensha, huida, four, dongpeng occupants, the United States and Canada, China, and other domestic sanitary brand began to form a remarkable advantage, in the "top 100 Chinese kitchen bathroom leading 10 strong" and "China top ten brands in the bathroom," and "China top brand" and other works of sanitary industry list, constant clean bathroom, bathroom, etc. domestic Australia Asman has got very brand top location.
Digital marketing will become an important competitive tool
As the popularity of the Internet, the Internet users group consumption capacity growth and maturation of the bathroom Internet marketing, Internet marketing value has been affected by a number of well-known brands in the bathroom. From online advertising placement, network, public relations, to the search engine transmission channels, has gradually begun to sanitary brand digital marketing to a strategic level.
These are designed to build a global brand of sanitary ware enterprises begin to establish such a pattern: the national mainstream media and interactive community-subject to local mainstream media and interactive community for support, home, decoration, fashion, female, life and other communication channels for the backbone to Terminal promotions and local topics campaign for traction, the formation of the national joint marketing communication pattern, promote the brand marketing promotion, build more powerful competitive advantage. Can be estimated that in 2010, deep mining Internet marketing value, will become the bathroom industry together with the beautiful scenery of.
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