Bathroom facilities, high-end bathroom ignite the flames of war
London, published in “Asian Ceramics” magazine estimated that in recent years, Chinese demand for sanitary facilities will reach 44 million, while the United States only 35 million, China will become the world’s largest bathroom products consumer market. Another statistics show that China’s market demand for high-end bathroom is about 10 times in other markets. In this great temptation, the foreign brands in China’s high-end market has been kicked off the competition.
For a long time, China’s high-end bathroom market has been by the U.S. Department of Japanese brand split the world. However, since May last year, sanitary ware industry, after the implementation of the new national standard, this pattern is about to change. European Department of the brand’s meteoric rise, the industry and widespread concern.
Recently, all products meet the new national standard German brand Yue Iraq announced in Beijing in China, with great concentration, after 10 years of operation have been fully equipped with a challenge to America as represented by the Department of Kohler brand and with TOTO as the representative of the Japanese brand’s strength, the next step will be in the retail, construction, and so the overall development of the terminal, at the high-end bathroom and strive for greater market share.
The industry and relevant experts believe that high-profile music in Iraq This time, “Liang Jian”, makes high-end bath market, despite drastic changes in our country, the United States Department of the Department of Japanese and European brands “three male hegemony,” the pattern of beginning of another.
The high-end market, foreign brands into the world
In recent years, as people of product environmental protection, fashion, security and other aspects of the improvement requirements as well as ordinary families, “more than one Guardian” and other things to happen, China’s sanitary product market ushered in rapid growth. According to statistics, in 2005 China sales bathroom terminal about 100 billion in 2008 sales of bathroom market is expected to reach 17.2 billion total. London, published in “Asian Ceramics” magazine estimated that in recent years, Chinese demand for sanitary facilities will reach 44 million, while the United States only 35 million, meaning that China will overtake the U.S. as the world’s largest bathroom products consumer market.
It is our fancy bathroom growth potential of this market, foreign brands in China have increased marketing and promotion efforts. The high-end bathroom products, the profit is far higher than the low-end products, thus become the main battlefield of competing foreign brands, they use strong financial strength and a higher brand awareness, almost swept the Chinese market, the high-end bathroom, and to take various measures to seize the mid-range product market share. Among them, in order to Kohler, represented by the US-brand, and with TOTO represented by Japanese brand to enter the Chinese market early, so grab the opportunities that these brands not only products to the Chinese market, also invest and build factories in China to achieve the localization of production and sales in order to reduce the cost of domestic products to its low production caused by threats.
German music in Iraq, represented by the Department of European brands, it is a technology leader in recent years, a rising rookie. Le Yi in Beijing R & D and production center, a total investment of 132 million U.S. dollars, manufacturing equipment, all from Germany, which adopted high-pressure slip casting technology as the industry-leading level. In the Chinese market 10 years after the hard work, music production equipment in Iraq, capital, brand, product design, so as to gradually reflect the strengths, in particular, the Department of European products is changing the way traditional dashed technology breakthrough success, so start with the United States Department of Japanese high-end brand market preemption. For a time, despite drastic changes in China’s high-end bathroom market, the U.S. Department of Japanese and European representatives from each of the Department of the brand, “three male hegemony” begun to take shape.
Industry veteran who believes that the Chinese market is in any other market in the world can not compare with high-end products for the bathroom, the Chinese market demand is about 10 times in other markets. In such a huge temptation, it can be predicted that foreign brands in China’s high-end market, the competition will be exacerbated.
The new national standard result in increased industry reshuffle
May 1, 2007, by the State Administration of Quality Supervision, Inspection and Quarantine and the Standardization Administration of China jointly issued by the GB6952-2005 “sanitary ceramics,” the national standard into effect. New standard for Toilet seal depth of water seal surface area, water, water-sealed reply flushing devices such as matching requirements and anti-siphon functions 6 have done a mandatory requirement for provision does not meet the requirements of the standard products will be out of sales market. The implementation of the new national standard, leading to further aggravate the bathroom industry reshuffle.
According to experts, China’s current sanitary industry, in addition to high-end market, international brands, there are more than 3,000 local brands, of which there are 50-100 larger home, the other are more small businesses. The prevalence of small businesses small and outdated equipment, products a single, low-quality grades, lack of market competitiveness of the obvious disadvantages. The new national standards in a number of mandatory requirements has become difficult for some companies cross the “threshold.”
For example, the new national standard provides that: all the water in with the overall health bend ceramic seal depth of not less than 50 mm; installed in the horizontal plane of the Toilet seal the surface area of not less than 100 mm × 85 mm; seal reply should be not less than 50 mm. If you fail to seal in the above-mentioned criteria, will result in the bathroom are more serious problems such as smell, so the standard is mandatory. But some products of domestic small and medium enterprises are still unable to compliance, some enterprises have adopted various measures to avoid or to compare the new national standard implementation of previous reports obtained exemption Huyou consumers.
Competition from overseas giants Technology
Have a technological advantage for the overseas brands, the new national standard implementation, they have become an opportunity for technical competition. For example, stressed that the new national standard in water conservation a major focus of the new national standard, the toilet water at 6 liters below the Urinal 3 liters of water for water-saving product; water consumption is equal to or less than 7.5 liters, in order to eligible products; more than 7.5 liters, in order to substandard products.
Architectural and Sanitary Ceramics from the National Center for Quality Supervision and Inspection on the inspection report shows that the music of all samples of products in Iraq are able to meet the water-saving standards. But so far, all products are up sampling only a water-saving standards. Among them, Le Iran’s “inductive Urinal” water consumption of only 1.3 liters, far ahead in the industry. The horizontal distance in the toilet, the new national standard on average more than 12 meters. Le Yi sampling the product to the nearest horizontal transmission to 17 meters, the farthest reach 18 meters, ahead of other well-known brands.
Induction sanitary ware market in recent years, the fastest growing, most talked about products, particularly the use of infra-red sensor-controlled automatic water-saving equipment, sanitary ware, in recent years has gradually into the hotel and other public places, and get consumers generally favor. However, high prices and other reasons, sensor sanitary ware has not yet gained significant access to ordinary families. In sensor technology, several well-known brands from overseas have also started the race. For example, the development of music in Iraq built-in sensor technology, reduces the amount of copper, making the price down to the same technical conditions for the product 1 / 5.
In the meantime, between the Big Three, “war” also burned to the retail terminals. According to reports, after 10 years of operation, the next step in Iraq will be at the retail end music-round way and vigorously develop the market, as well as agents. The industry and experts believe that, from a technical strength point of view, Kohler, TOTO, and music in Iraq constitutes the current sanitary industry, the first echelon in the Big Three can be described as fairly evenly split between them, the technology will become even more intense competition in the future, this technology race conducive to promoting the development of the industry level has been increasing. The terminal from the retail perspective, Kohler and TOTO has a certain inertia lead, but the music is the bathroom sector investment in Iraq, China’s “Big Mac” adopted “technical Bipin, scale competition, winning a later” strategy may give the industry bring a new pattern. It can be predicted, our bathroom industry, competition in the future will be more intense.