Two major reasons why China's ceramic sanitary industry is struggling

The development of the bathroom hardware industry has begun to develop towards product specialization and branding. Leading companies in the domestic ceramics industry are forming. However, most small and medium-sized ceramic enterprises are actually struggling. The reasons are as follows: The main reasons for the growth of ceramics enterprises in China are as follows:

Short industry history: Failure to accurately predict market trends The experts believe that the current situation of SMEs is related to the short history of the ceramic industry and the lack of industry precipitation. The lack of experience of business owners and their unfamiliarity with brand operation methods can not accurately predict market trends.

About ten years ago, when most Chinese ceramic companies copied each other and their products were seriously homogenized, consumer psychology was quietly changing. Taiwanese-funded enterprises that entered the mainland in the 1980s and 1990s, because of their early convergence with the West, understand the development laws of the industry, and have an accurate prediction of the development trend of the ceramic industry. However, the sanitary ware industry in China is born and raised, it is not responding to market changes, and it lacks the soil for brand cultivation. Most companies fail to adapt to market changes and adjust products in a timely manner. ”

Expert Fan believes that “as soon as we enter the professional market, our eyes are all the same products. Consumers have no interest in watching. How can sales go up?” Products that can satisfy consumers’ aesthetic tendencies are favored by consumers today. Companies that seize opportunities have rapidly emerged, such as Wrigley and Faenza, while most SMEs fail to gain insight into the causes of market changes and their products remain unchanged.

Ceramic sanitary ware: core technology behind it is difficult to lead the industry Tom Hao, managing director of the European Union Magic Brick, believes that technology is one of the reasons restricting the development of Chinese ceramic brands. “The ceramic sanitary ware industry has its core technology, which is embodied in toilets. The Chinese ceramics industry has failed to break through the core technology, and it is difficult to lead the development trend of the industry and grasp the right to speak in the industry.”

Ceramic bathroom industry insiders told reporters that foreign brands have the core technology, so they can control the right to speak in the Chinese market. American American Standard entered the Chinese market in 1984 and was once ahead. Around 2000-2003, the situation began to change, and Kohler, who entered the Chinese market in 1995, came from behind and grasped the right to speak in the industry. Since 2003, it has always been Japan's toto. Among foreign brands, it has the largest market share and highest sales. Xiao Bian believes that unless the breakthrough in the core technology of the toilet flushing system, or foreign brands in the industry's leading position, Chinese ceramic sanitary enterprises are difficult to match.