The sanitary ware market is changing rapidly, and transformation has become a must

The transformation of the home building materials industry means abandoning the old thinking model and development model and moving towards high added value. In recent years, the housing market has been sluggish and the bathroom consumer market has changed rapidly. Transformation has become the only way for companies to respond to shocks. If sanitary ware companies want to survive the transition period, they must pay attention to the five major changes, solve the development problems of the terminal, give the terminal a thorough 'scraping' and re-establish a distinctive competitiveness. Pay attention to the development and reform of the industry and seize the 'pain points' of consumers. 　　 The hottest words in the sanitary ware industry last year were 'e-commerce' and 'Internet thinking'. Some people in the industry expressed their deep appreciation for the industry's practice of using 'e-commerce' as a life-saving straw and a magic weapon for success. Worrying, there is nothing wrong with embracing the Internet, nor is it wrong to build your own information platform system. The problem is that the current 'Internet exploration' in the building materials and home furnishing industry does not bring 'real value' to consumers. Whether it is e-commerce or Internet home improvement, the root of its development should be to grasp the 'pain points' of consumers.　　 Starting from the pain point, giving solutions, putting yourself in the perspective of consumers, and empathizing thinking, this is what the sanitary ware industry lacks. Product upgrades cannot solve the core needs of consumers. What consumers really want is an overall solution, and the overall home improvement completely meets the needs of 'consumer one-stop serviceChange.　　Focus on changes in terminal consumption and personalized demand becomes mainstream　　 Two cases are cited to illustrate the changes in consumption, one is the collective decline of Internet cafes, and the other is the gradual demise of handmade furniture. Similarly, consumer demand also dominates the destiny of the sanitary ware industry. Consumption changes are 'aesthetic changes' and 'purchasing habits and usage habits'; as the real estate industry moves into the deep water zone, speculative housing decreases, rigid demand dominates the mainstream, and the market's tolerance for inferior products will increase. The lower it is, the more difficult it is for sanitary terminal to win by low price and low quality, which requires sanitary ware dealers to enhance brand marketing awareness. At the same time, personalized demand has gradually become mainstream. In the past, when a decoration company was opened, a decoration plan can last for a year. Now consumers have become more picky. Good design can almost determine the transaction. Therefore, whether it is a material supplier or a decoration company, it is After changing tricks to please the owners, the three thousand harem beauties are selected by the king. How to match and combine various solutions based on limited product styles has become a topic in front of bathroom dealers.　　Focus on the change of business model and establish a complete set of operating mechanism　　Many distributors and manufacturers have vague concepts about the business model, thinking that it is the patent of successful companies and the world's top 500, and it is this kind of thinking that restricts the development of the terminal.　　 The sanitary ware industry can adopt a model similar to 'a chain of construction ceramics circulation
, chain expansion, omni-channel operation, centralized procurement
, 'All-employee shareholding system' has established a complete set of operating mechanisms from vendor relationships, organizational structure, terminal channel expansion, purchase cost control, and human resource mechanisms to ensure the snowball-like development and growth of the company. Pay attention to store operation reform and take a refined operation route. Whether it is a mom-and-pop store or a company-operated store, the improvement of operating efficiency means an increase in costs and the improvement of the overall quality of store sales staff. 　　 Store operation reform is first of all to 'retail the life of the boss.' It is five words: 'refined operation'. What does refined operation need to do? Through the practice of the store, we found that we can start from the following aspects: 1. Personnel management: Make store personnel more professional; 2. Store atmosphere management : Make the store’s experience stronger; 3. Matter management: Make the store’s work orderly and form a report-based data; 4. Customer management: Manage three types of customers, namely, 'new customers who have arrived in the store' and 'not yet'. 'New customers' and 'old customers'. The improvement of operating efficiency must focus on the improvement of four points: transaction rate, customer order value, customer flow, and execution. 　　Focus on the development of channels and the refined management of sales software Sales channels will not change easily, just like home appliance companies have cooperated with Gome Suning for more than ten years, and now they are still the main sales channels, so the rest is innovation and improvement. 　　 For the home improvement channel, we must not only get rid of the simple 'interest cooperation relationship' , And more in-depth integration, stores also need to be equipped with professional designers for docking, so that designers can truly become 'solution providers'; for the community channels, the current old routine of calling and sweeping buildings is definitely not good, we need to explore more ' The methods of “model house marketing” and “site marketing”; for engineering channels, the traditional marketing model of drinking and gifting relationships also needs to be innovated. How to provide Party A with a more cost-effective decoration scheme and establish a complete engineering after-sales service system is based on the truth. The ability to eat will be the point of distinction between professional and amateur engineering companies; for distribution channels, distributors should consider how to export high-quality 'management talents' and 'management thinking' to affect the steady development of distributors, rather than simply adding points Supply partnership'. Source: Jiuzheng Building Materials Network