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卫浴行业洗牌可能性大 品牌逐鹿从哪破题?

发布时间:2018-11-08 16:02
过去30多年里,卫浴行业长期保持两位数的高速增长,中国已经发展成为全球最大的卫浴洁具生产国、出口国和消费国。但在高端市场上,我国卫浴产品却难觅踪影,高歌猛进的基本都是国外品牌。
 
Over the past 30 years, the bathroom industry has maintained double-digit high-speed growth for a long time. China has developed into the world's largest producer, exporter and consumer of sanitary ware. However, in the high-end market, China's sanitary products are difficult to trace, and the basic reason for the rapid progress is foreign brands.
 
 
 
“这样的市场格局意味着,我们还没有一个称得上国际品牌的民族卫浴企业,中国卫浴行业品牌建设依旧任重道远。”广东省卫浴商会秘书长张书儒在接受《经济日报》记者采访时表示。
 
"Such a market pattern means that we do not have a national bathroom enterprise worthy of international brand, and the brand construction of Chinese bathroom industry still has a long way to go." Zhang Shuru, Secretary General of Guangdong sanitary ware trade association, said in an interview with the Economic Daily reporters.
 
 
 
行业洗牌可能性大
 
Industry shuffling possibility
 
 
 
目前我国卫浴行业品牌数量众多,单一一线品牌市场占有率尚不足10%。在成本压力、国外品牌压力进一步加大的今天,卫浴行业洗牌的可能性不断增加
 
At present, there are many brands in China's bathroom industry, and the market share of single line brands is still less than 10%. Nowadays, the cost pressure and foreign brand pressure are increasing, and the possibility of shuffling in sanitary ware industry is increasing.
 
 
 
统计显示,目前我国共有卫浴生产企业2万余家,其中广东省有近8000家,“中国卫浴看广东”是不争的事实。作为卫浴行业的排头兵,广东省无论在企业数量、产品销量还是品牌影响力方面都在全国起到了标杆作用。
 
Statistics show that there are more than 20,000 bathroom manufacturers in China, of which nearly 8,000 are in Guangdong Province. It is an indisputable fact that "Chinese bathroom looks at Guangdong". As a leader in the bathroom industry, Guangdong Province has played a benchmarking role in terms of the number of enterprises, product sales and brand influence throughout the country.
 
 
 
近年来,不少广东企业已经在国内卫浴品牌建设方面做出了成绩,如东鹏洁具、箭牌卫浴等一批优秀本土品牌已经初步具备了与国际巨头抗衡的实力。“但不得不承认的是,同巨大的市场相比,我国尚未形成足够强势的品牌,以德系、美系、日系为代表的3大国际卫浴品牌阵营分享了高端市场的绝大部分,压得国内企业喘不过气来。”张书儒表示,目前,卫浴行业品牌数量众多,单一一线品牌的市场占有率尚不足10%。在成本压力、国外品牌压力进一步加大的今天,卫浴行业洗牌的可能性不断增加。
 
In recent years, many Guangdong enterprises have made achievements in the construction of domestic sanitary ware brands, such as Dongpeng Sanitary Ware, Wrigley Sanitary Ware and a number of excellent local brands have preliminarily possessed the strength to compete with international giants. "But we have to admit that, compared with the huge market, China has not yet formed a strong enough brand. The three major international bathroom brand camps, represented by German, American and Japanese, share the vast majority of the high-end market, which makes domestic enterprises breathless." Zhang Shuru said that at present, the bathroom industry has a large number of brands, and the market share of a single front-line brand is less than 10%. Today, the cost pressure and foreign brand pressure are further increasing. The possibility of shuffling in sanitary ware industry is increasing.
 
 
 
“坦白讲,面对经济新常态,中国卫浴行业适应得不算好。目前,卫浴行业总体产能过剩比例已经超过30%。比如马桶,过去10年间,中国每年的市场需求量约为3200万只,但国内卫浴行业每年的产能已超过1.2亿只,加上外销约3000万只,行业产能过剩量高达6000万只。”张书儒表示,目前整个卫浴行业已到了转型升级的风暴口,变则强,不变则被时代淘汰。在全球化的今天,行业已进入白热化的充分竞争,企业必须在供给侧结构性改革的大潮中找准自己的位置,通过品牌建设打好这场“适者生存”的战役。
 
"Frankly speaking, in the face of the new economic normal, China's bathroom industry is not well adjusted. At present, the overall overcapacity of the bathroom industry has exceeded 30%. For example, toilets, in the past 10 years, China's annual market demand is about 32 million, but the annual capacity of the domestic sanitary industry has exceeded 120 million, plus export of about 30 million, the excess capacity of the industry as high as 60 million. Zhang Shuru said that at present, the whole bathroom industry has reached the storm of transformation and upgrading, change is strong, unchanged is eliminated by the times. In today's globalized world, the industry has entered the full competition of white-hot. Enterprises must find their own position in the tide of structural reform on the supply side and fight the battle of "survival of the fittest" through brand building.
 
 
 
品牌逐鹿从哪破题
 
Where do brands compete?
 
 
 
品牌建设要有庞大的市场作为保障,无论进军高端还是征战低端,市场不能丢;就目前整个行业形态来看,“群鱼吃快鱼”的征兆越来越明显,要建立起抱团取暖的思维;只有产品性能更透明,消费者心中才更有底。
 
Brand building should be guaranteed by a huge market, no matter in high-end or low-end battles, the market can not be lost; as far as the current industry pattern is concerned, the signs of "swarm fish eating fast fish" are becoming more and more obvious, and the thinking of hugging and warming should be established; only when product performance is more transparent, can consumers have more bottom in mind.
 
 
 
在新的风口上,中国卫浴行业应该从哪里破题?
 
Where should the Chinese bathroom industry break the question at the new draught?
 
 
 
首先,市场不能丢。张书儒认为,品牌建设要有庞大的市场作为保障,做品牌并不只有全心全意冲击高端这一条道路,找到适合企业自身特点的目标市场很重要。“比如,我国正在努力推动新型城镇化建设,这对卫浴行业来说就是一个巨大的政策红利。同时,随着‘一带一路’建设的推进,我国卫浴品牌‘走出去’的难度系数将大幅降低。”
 
First of all, the market must not be lost. Zhang Shuru believes that brand building needs a huge market as a guarantee. To be a brand is not only a way to hit the high end wholeheartedly, but also an important way to find a target market suitable for the characteristics of the enterprise itself. "For example, China is striving to promote the construction of new urbanization, which is a huge policy dividend for the sanitary industry. At the same time, with the development of "one belt and one road" construction, the difficulty coefficient of China's bathroom brand "going out" will be greatly reduced.
 
 
 
其次,要建立起优势互补、抱团取暖的思维。“纵观广东乃至全国卫浴行业,各产区间的合作明显不足,卫浴企业仍以单打独斗为主。但就整个行业目前的形态来看,‘快鱼吃慢鱼’已不足以概括,‘群鱼吃快鱼’的征兆越来越明显。要与国际巨头对阵,单一企业的影响力实在有限,只有联合起来共谋发展才是破题的关键。”张书儒说,广东省卫浴商会在促进广东省各产区交流合作上一直不遗余力。“我们希望通过加强与全国各大产区间的互动,为行业、企业搭建优质的抱团联合资源平台,成为行业发展的催化剂,推动中国卫浴产业整体品牌价值的提升。”张书儒说。
 
Secondly, we should establish complementary thinking and warm up thinking. "Throughout Guangdong and even the whole country's sanitary industry, cooperation among different production sectors is obviously insufficient, and sanitary enterprises are still mainly single-handed. But as far as the current situation of the whole industry is concerned,'fast fish eat slow fish'is not enough to generalize, and the signs of'fast fish eat fast fish' are becoming more and more obvious. In order to compete with the international giants, the influence of a single enterprise is limited. Only by joining forces to seek development is the key to solving the problem. Zhang Shuru said that the Guangdong sanitary and Bath Association has been sparing no effort in promoting exchanges and cooperation among various production areas in Guangdong province. "We hope to build a high-quality joint resource platform for industries and enterprises by strengthening interaction with major production sectors in the country, to become a catalyst for industry development and to promote the overall brand value of China's sanitary industry." Zhang Shuru said.
 
 
 
第三,要为行业品牌建设提供宣传平台。“为推动卫浴行业品牌建设,广东省卫浴商会发起了‘广东好卫浴原产地企业推荐’评选活动,通过官方评比让产品性能更透明,消费者心中更有底,企业品牌更闪亮。”张书儒说。
 
Third, we need to provide publicity platform for brand building. "In order to promote the brand building of the sanitary ware industry, Guangdong Sanitary Ware Chamber of Commerce launched the"Recommendation of Origin Enterprises of Good Sanitary Ware in Guangdong"selection activity. Through the official evaluation, the product performance is more transparent, consumers have a better bottom in mind, and the enterprise brand is more shining." Zhang Shuru said.
 
 
 
既有优势绝不能丢
 
We must never lose our advantages.
 
 
 
相比于国际品牌,本土品牌有两大优势,其一是渠道,其二是对市场的高度敏感,也即相对发达的定制化服务
 
Compared with international brands, local brands have two advantages, one is channels, the other is highly sensitive to the market, that is, relatively developed customized services.
 
来自国际品牌的压力如此巨大,中国本土品牌该如何抗衡呢?
 
The pressure from international brands is so huge. How can China's local brands contend?

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