Because sanitary ware is considered to be quite close t […]
Because sanitary ware is considered to be quite close to the home appliance industry in terms of brand attributes, product content and added value, and after-sales service, it is often compared with the home appliance industry. In recent years, the sanitary ware industry has begun to absorb more and more advanced marketing concepts and practices from other industries such as home appliances, mainly in the following aspects:
1. Increase the advertising investment for end consumers. From the perspective of the degree of participation, more companies have participated, and the number of times has increased. From the direction of advertising, more and more attention is paid to advertising for end consumers. Magazines, newspapers and various home fashion magazines, from giant outdoor posters along the airport road to TV commercials, and TV commercials have been upgraded from local TV stations to CCTV, and the advertising content is getting bigger and bigger. All sanitary ware brands hope to guide and cultivate consumers' awareness and acceptance of their sanitary ware products through advertisements aimed at their target audiences.
2. After-sales service has become an increasingly important card for sanitary ware manufacturers. Compared with the after-sales service that the electronics industry has done well, the after-sales service provided by domestic sanitary ware manufacturers has just begun, and there is still a lot of room for learning from the home appliance industry. At present, the after-sales service of domestic sanitary ware brands often relies on dealers to control themselves, so the level of service is uneven. Most sanitary ware brands just stay at the traditional merchandise sales level. The service concept is only to help the so-called "after-sales service" such as installation and maintenance, and has not formed a complete and mature service marketing system, which is suitable for more professional families like sanitary ware. Supplies are far from enough. From shopping guide to installation to maintenance, it is not familiar to ordinary consumers and can do it by themselves. As sanitary products become more intelligent, the technical structure becomes more and more complex, and the supporting services and innovations More important. It is foreseeable that the era of service economy has come, and service will become a sign of maturity in the sanitary ware market. Looking at the sanitary ware market today, whoever has the service and who can provide consumers with more product added value will become the true king of the market.
3. Absorb cross-industry marketing management talents and focus on the training of manufacturers and distributors. More and more professional managers agree with the space for the development of the sanitary ware industry, and manufacturers increasingly agree that the value brought by cross-industry professional managers is experience In recent years, some sanitary ware brands have developed strategic arrangements in which experienced industry empiricists and professional managers from other industries fight side by side. Paying attention to training is also a potential demand for sanitary products. The professionalization and humanization of sanitary products make this kind of training very necessary. In recent years, some major manufacturers have invited training consultants to carry out internal marketing practical training. On the other hand, the cultural connotation of sanitary products is high. This determines that the requirements for dealers are higher. Compared with the wall and floor tile dealers, the current bathroom dealer customer group is more educated, more delicate and professional. The learning awareness of dealers has also been greatly improved.