The high-end market has become the new 'blue ocean' in the sanitary ware industry

It is reported that by 2020, China's middle class will reach 700 million people. In another ten years, my country's middle class will account for more than 48% of the total population. By then, nearly half of the Chinese will become the middle class. The data dispute will be aside for the time being. The increasing consumption level in China is indeed obvious to all. Taking the bathroom market as an example, high-end consumers still favor international brands. However, in many formal or high-end venues in China, the bathroom products mostly use international brands, which is relatively unbeatable. In the low-end and middle-end market, the high-end market seems to be 'reliable'. Therefore, in addition to keeping up with industry development trends and actively deploying channels to sink, the opportunities in the mid-to-high-end market are 'cakes' that Chinese sanitary ware companies cannot ignore.　　The high-end bathroom market is difficult to shake　　 Throughout my country's bathroom market, fierce competition is the main theme, accompanied by intelligence, customization, and seizing the second and third-tier markets including the sinking of channels. In addition to fierce competition, many foreign sanitary ware brands have also increased their investment in China. These sanitary ware brands often combine production and sales to focus on the mid-to-high-end market. Various reasons have caused the living space of small and medium brands to be stretched. In the face of competition in the low-end market for sanitary ware companies like the crucian carp across the river, although the mid-to-high-end market is not easy, it is somewhat less tragic to lose out in Maicheng. Faced with the reality of the increasingly high taste of life of Chinese residents and the growing consumption power, the decades of development of my country’s sanitary ware industry seem to be unable to fully meet the needs of the market, and the defects in product quality, design, and technology are still relatively high. many. Many foreign brands that have gone through a century of history have complete enterprise equipment, mature technology, developed channels, and deeper brand culture. This also confirms the fact that the domestic high-end sanitary ware market is largely occupied by international brands. It is undeniable that in the current high-end decoration market, especially for high-net-worth individuals and the wealthy, imported sanitary ware occupies an important market share. Among the owners of villas and large apartments, the first choice rate of imported sanitary ware brands is very high, except In addition to practical reasons such as the quality and design of imported sanitary ware brands, the lack of comparable domestic competitors is also one of the important reasons. Even though many domestic sanitary ware companies have been positioning high-end products from the beginning, it is difficult to control the domestic high-end sanitary ware market in a short period of time due to their own strength, influence, innovative research and development strength, and brand accumulation. In addition, the long-term consumer psychology of consumers is also an important reason for the high proportion of international brands. Under the background of insufficient congenital conditions, domestic sanitary ware brands must not only actively improve product competitiveness and innovation capabilities, but also need to concentrate on learning the advantages of foreign brands to seize the mid-to-high-end market. The time is now to continue to increase consumption levels to push consumption from the era of necessities to In the age of experience, the product quality and design experience that comes with mid-to-high-end sanitary wares will become continuous competitiveness. At present, most distributors in my country's sanitary ware industry are more willing to choose to represent medium and high-end sanitary ware brands. Apart from product quality and service, there is no worries about the future. The reason is that the Chinese market has the ability to consume medium and high-end sanitary products.　　 What is interesting is that for the sanitary ware industry, the mid-to-high-end market demand is increasing, while the development of the low-end market is becoming more and more difficult. Since the end of last year, affected by environmental protection, the entire sanitary ware industry has set off a round of price increases. With the increase in labor costs and corporate environmental protection costs, the sanitary ware industry has also undergone a reshuffle, forcing the sanitary ware industry The threshold continues to rise. But for the sanitary ware industry, this process is 'painful and happy.' A series of measures by relevant departments have eliminated low-end and inferior sanitary products and enterprises, freeing up more for mid-to-high-end brands that pay attention to product quality. There is room for development, and the continued upward trend of mid-to-high-end brands illustrates this point.　　 On the other hand, since the implementation of the 'One Belt One Road' national strategy and the implementation of 'China Smart Manufacturing 2015In the future, the mid-to-high-end market is bound to flourish, and product quality and innovation, brand building and promotion will be the core of competition among enterprises. In any case, the time to seize the mid-to-high-end sanitary ware market is now, and it is time to show true strength.