Sanitary ware industry 'new retail' model is getting hot

It is reported that with the further deepening of consumption upgrades, the “new retail” model of online and offline integration has become the future development trend, and its requirements are precise and scenario-based experiential services. E-commerce platforms and physical retail companies need to cooperate with each other to understand the consumer needs of users in a timely manner through big data. For the sanitary ware industry, there is actually a lot of room for improvement in many aspects; at the same time, the strong rise of e-commerce also brings more challenges to the development of sanitary ware companies. In the Internet era, if sanitary ware companies want to break through the development bottleneck, how should they seize this opportunity? 　　The status quo of e-commerce marketing in the sanitary ware industry　　 For most consumers, e-commerce is more of a fashion. Browse all kinds of products in the online store, and 'paint a cake to satisfy their hunger' to satisfy their consumer desires, but not many people are completely assured of buying large items such as sanitary wares online. The inability to experience in depth is the main reason for the 'not tepid' of bathroom e-commerce. On the other hand, the e-commerce market's mixed fish and dragons and the imperfect market rules cast a heavy shadow on the development of bathroom e-commerce. At the same time, consumers will shift their focus to other places. Needless to say, the quality of sanitary ware is the basic requirement for online sanitary ware shopping. The higher level of demand is the after-sales service provided by e-commerce.　　 Since the sanitary ware companies have operated e-commerce, the problem of difficult returns and exchanges has been criticized by consumers and has become a stumbling block to the development of e-commerce. At the moment when the differentiation route of sanitary products is not yet clear, consumers will consider more service as the cornerstone of sanitary e-commerce. Therefore, the most important thing for bathroom e-commerce companies is to overcome the difficulty of service.　　 In addition, there is a deeper reason why the e-commerce path of most sanitary ware companies has been slow to advance, that is, there is a contradiction between the e-commerce that the company wants to develop and the dealers in the traditional channels. Industry insiders believe that there is a big difference between physical stores and e-commerce. Traditional channels and e-commerce have contradictions that are difficult to reconcile in reality. E-commerce directly impacts traditional channels and directly harms the interests of distributors and agents.　　The development direction of the sanitary ware industry　　 1. The products are 'younger'. When promoting online products, quite a few brands usually choose products that are younger and more cost-effective. This is determined according to the consumer groups constituted by large shopping malls. Most consumers who buy sanitary wares on shopping websites are young and middle-aged. They have a younger aesthetic and focus on the level of cost-effectiveness.　　 Second, the cooperation with the Internet home improvement highlights the value. More and more companies have begun to enter the overall home furnishing industry. As a new business combination, many companies have gradually moved from being unfamiliar to familiar. Many consumers have also become familiar with and accept this business model. Under the cultivation of such a market, the overall bathroom will move towards a fast lane.　　 3. Energy saving and environmental protection are always the constant theme of the sanitary ware industry. With the improvement of people's life and death level, more people are beginning to pay attention to well-being, and energy conservation and environmental protection have gradually become an important selling point of the entire industry. In addition to pursuing fashionable changes in design styles, many brands of bathroom hardware accessories pay more attention to the applicability of energy-saving and environmentally friendly products.　　O2O model has become a development trend　　E-commerce is essentially still buying and selling, but using the form of the Internet, it can quickly gather a large number of potential consumers. E-commerce is essentially the same as traditional channels. The biggest conflict that e-commerce can cause with agents is the protection of the price system. If the two channels can complement each other's advantages and share the benefits equally, sanitary ware companies can open a new situation. Insiders pointed out: 'The characteristics of bathroom consumption determine that bathroom sales require online and offline integration and development. The online solution of open, fair and just consumption demands requires strong offline resources as support, including design, display, and logistics. '　　 The Internet is developing rapidly. For sanitary ware companies, it is not a question of whether to choose e-commerce, or how to choose e-commerce, so as to ensure the growth of online benefits without affecting the sales of physical stores and brand promotion. It is undeniable that the combination of e-commerce and physical stores of bathroom enterprises is an inevitable trend. This is also the new retail era mentioned by Jack Ma. The full integration of online and offline in the future will become an important trend in the development of the sanitary ware industry. (Source: Jiuzheng Building Materials Network)