The executive meeting of the State Council requires that “second-tier and third-tier cities whose house prices have risen too quickly must also take necessary measures to limit purchases.” Against this backdrop, various news about the time and list of second- and third-tier cities that will implement “restricted purchases” continues to spread. Recently, the Ministry of Housing and Urban-Rural Development has drafted a new round of list of restricted cities. The number of restricted cities will exceed 100. If the new round of restrictions on purchases starts, it means that the home improvement building materials market will face a new round of challenges. In addition, rising commodity prices this year, rising labor costs, and weak overseas markets have put pressure on ceramic sanitary ware companies. How to deal with the continuous increase of multiple pressures has become the top priority for home improvement and sanitary companies.

Smart bathroom sales

The domestic famous brand of Wrigley, Jiumu, etc., is based on quality and low price to expand its market share. The international sanitary ware brands such as Japan's Toto, Ina, and JADO have their eyes on the domestic high-end market and have launched a series of high-end products. In response to this trend, Toto focuses on smart bathroom and sees advanced "all-intelligent bathroom suites" in the Toto Beijing Future Space Showroom.

Wu Zhaohui, Minister of TOTO Marketing, told reporters: “The intelligent products like Toto are not only for the high-end market, but also thousands of products suitable for the average consumer, and this growth base is very large every year. The pyramid of Chinese sanitary ware market The share of smart sanitary ware is very large. In this smart sanitary area, we hope that with the increase in consumption, there will be more growth points in the future.”

From the perspective of market trends in recent years, at the same time as intelligence, environmental protection and energy conservation will become more obvious concepts of consumption. At the same time, China's high-end market is relatively large, and the growth trend of top-level products is particularly obvious. Compared with 2009, the growth rate in 2010 is very high. At the same time, users have also extended from top five-star hotels in the world to high-end residential projects that are positioned as luxury homes.

Second and third line market positioning

Faced with the pressure, the international sanitary ware brand in China's first-tier cities will also extend its reach into the second and third tier markets. And formulate corresponding sales strategies to ensure the stability of the first-line market, while expanding the market share of the second and third line market. Different market positioning requires diversification of product lines. Luo Baihui, secretary-general of the International Mould and Hardware and Plastic Industry Suppliers Association, said that marketing positioning has more room for operation. Whether it is to build a marketing team with superior combat effectiveness or to train a good marketing talent, its own positioning cannot be ignored. Positioning is a landmark for companies and employees, and provides clear guidelines for the behavior of companies and employees. Marketing positioning is the marketing landmark of a company. It is not only a series of numbers, but also a series of rules. Take the example of a company's most common channel dealership expansion business. We often refer to “a strong dealer located in a first-tier city” as a marketing orientation, which determines the objectives and goals of the company’s business staff. The expansion of the company's marketing business indicates the direction.

In terms of the marketing business of the ceramic sanitary ware industry, there are basically six categories: international trade business, OEM contract manufacturing business, channel distributor development business, engineering order business, store sales business, and invisible channel business. These six major types of marketing business are essentially aimed at capturing the minds of consumers and allowing consumers to pay for the company’s products and services. However, it is clear that the consumers faced by these six types of marketing business are also completely different. Their psychological state, judgment standards, operation methods, product requirements, and service factors are also completely different, so they need to be treated differently. In this situation, the company's marketing business completed the first wave of marketing positioning, which is the positioning of business classification.

After the company completes the first wave of marketing positioning, that is, business classification, the company's second wave of marketing positioning, that is, the company's deep marketing needs more detailed data and more in-depth analysis. Luo Baihui believes that the following five methods will help the company's marketing positioning. Specific implementation.

The first weapon is the wind of the king. In the marketing process, “confidence” is the basic quality that each marketing team should have, but the marketing team with “king of the wind” is rare. If an enterprise locates its own marketing in the "Wind of the King", it needs the company's sufficient history, culture, brand influence and team quality. The positioning of the “Wind of the King” is a kind of domineering, unquestionable and absolute confidence for enterprises and businesses. It can even be called “conceit” in a certain sense. Those big international brands are typical representatives.

The second type of weapon is feature focusing. We all know that on a football field, an athlete may play a key role, but it is still the team that decides the outcome. The same is true for marketing, and it is the entire marketing team that decides the outcome. Therefore, this marketing team will always stand out in one aspect. This is the characteristics of this marketing team, and the marketing orientation of the company is based on this feature. Such as channel development, a marketing team is particularly good at developing distributors, then its marketing position can be "the best distributor."

The third weapon is market expertise. We often find in the market that some marketing teams are particularly good at exploiting certain types of customers in a certain area. When they leave this area and this type, they become very mediocre. This being the case, we can clearly position this team with certain market expertise, and we can also achieve "appropriateness is the best" in our work arrangement.

The fourth weapon is a technical expert. Each salesperson understands certain product technology, which is inevitable. However, if every salesperson on the team becomes a technologist, then this sales team must be impressive. This situation can often be seen in the field of large-scale mechanical equipment, and this kind of marketing positioning can often be encountered in some large machinery and equipment companies. In this marketing-oriented team, everyone does not necessarily know how much marketing knowledge, but must understand all the advantages and disadvantages of mainstream products in the industry. Because of this, they have won the trust of their customers with a professional and technical image, and they have finally made outstanding achievements.

The fifth weapon is inaction. Governing by doing nothing does not require that you do nothing, but emphasizes that you can grasp the time and move with time. If the corporate marketing positioning adopts inaction and governance, it may seem like a mess on the surface. In fact, everyone is a superb “agent” who can find the weak points of customers in the process of contacting customers and propose solutions for specific problems. Marketing goals. Every member of this marketing and positioning system needs flexible, mobile, and intelligent marketing skills to achieve an eclectic marketing approach. The manager of this marketing system needs to have an overall view and a long-term view. With patience and patience, this position can be finally implemented in the end.

Social green development

As the voice of green and healthy society grows, companies use a near-scientific attitude to operate a company, operate a brand, and develop a product that is serious, pragmatic, and rigorous, but not rigid, but rather renewed. The essence of bathroom products is defined. Sanitary products are not filth, but can be used to cover the sanitary ware with a layer of cleansing film. This essentially improves people's sanitary consumption and promotes the development of the entire industry.

The positive trend of the real estate industry has made entrepreneurs full of confidence. The strategy of sanitary hardware companies is a sword for corporate marketing. Disinfecting bathroom cabinets is a flagship product that has pioneered the industry. What companies are doing now is a good product. It is an industry standard.

The bathroom hardware industry continues to make breakthroughs. Bathroom hardware products have been continuously improved and upgraded. This is the year that sunlight and shadow coexist. Under the shadow of the financial crisis, the bathroom hardware industry has gradually embarked on a green development road and was first introduced in the industry. The patented product, the bathroom disinfection cabinet, is a powerful practice for "winning in innovation, winning in service, winning in the team, and winning in subversion."

With the economic development and people's emphasis on the living environment, the green bathroom hardware products will have great potential for development. Its development trend is expected to become a new bright spot in the industry, and win more consumers, so as to develop the market.

For the future development of the bathroom hardware industry, Luo Baihui believes that green development is the key. He said that green development should be based on two aspects. First, energy conservation and emission reduction should be implemented in the production process to reduce raw material consumption. Second, products should increase self-cleaning, antibacterial, and sterilizing health care functions. In recent years, international trade The technical advantages gained are brought to the domestic market to consolidate the development advantages of leisure sanitary ware. With the elite R&D team, the health concept of disinfecting the bathroom cabinet goes deep into China's thousands of families.