How is the performance of the bathroom industry in recent years?
Due to the brand attributes, product connotation, added value, after-sales service and other aspects of sanitary ware are considered to be quite close to the home appliance industry, it is often used to compare with the home appliance industry. In recent years, the bathroom industry has begun to absorb more and more advanced marketing concepts and practices of other industries, such as household appliances, mainly in the following aspects:
1. Increase the advertising investment to the terminal consumers. From the perspective of the degree of participation, there are more enterprises and more times. From the perspective of the direction of advertising, more and more attention is paid to the advertising for the terminal consumers, from industry magazines, newspapers to various home fashion magazines, from giant outdoor posters beside the airport road to TV advertisements, while TV advertisements are promoted from local TV stations. To CCTV, the content of advertisements is increasing. All sanitary brands hope to guide and cultivate consumers' cognition and acceptance of their sanitary products by advertising to the target audience.
2. After sales service has become a more and more important card for bathroom manufacturers compared with the after-sales service that has been done well in the electronic industry. The after-sales service provided by domestic bathroom manufacturers has just begun, and there is still a lot of room to learn from the home appliance industry. At present, the after-sales service of domestic sanitary brand depends on dealers' self-control, so the service level is uneven. Most bathroom brands only stay at the level of traditional commodity sales, and the concept of service is only to help with installation and maintenance of so-called "after-sales service", which does not form a complete and mature service marketing system, which is far from enough for professional household products such as bathroom, from shopping guide to installation and maintenance, which is not familiar to ordinary consumers and can self What has been completed, as the bathroom products become more and more intelligent, the technical structure is more and more complex, and the supporting and innovation of services are more important. It can be predicted that the era of service economy has come, and service will become a sign of the maturity of the bathroom market. Throughout today's bathroom market, who has the service, who can provide more added value for consumers, who will become the real king of the market.
3. Attract cross industry marketing management talents, pay attention to the training of manufacturers and distributors, more and more professional managers agree with the development space of the bathroom industry, and manufacturers also increasingly agree that the value brought by cross industry professional managers is irreplaceable by empiricism. In recent years, there have been senior industry empiricists and professional experience from other industries in some bathroom brands. The strategic arrangement for the people to fight side by side. Paying attention to training is also a potential demand for bathroom products. The specialization and humanization of bathroom products make this kind of training very necessary. In recent years, some large factories will invite training consultants to carry out internal marketing practical training. On the other hand, the high cultural connotation of bathroom products also determines the higher requirements for dealers. At present, the customer group of bathroom dealers is relative to that of brick dealers. Said, the education level should be higher, more delicate and professional. And the learning awareness of dealers has also been greatly improved.
How can the overall bathroom enterprises maximize the benefits of the alliance?