Bathroom brand building is "overwhelmed"

Small scale of enterprises, low brand concentration, and lack of well-known brands in the industry have always been problems in the sanitary industry. In fact, in the ten years of rapid growth of the sanitary ware industry, especially in recent years, the brand building of sanitary ware enterprises is not inaction, but the road of this brand is not flat for most sanitary ware enterprises.

Brand building of small businesses is "overwhelmed"

"The brand awareness of sanitary ware enterprises is still relatively early, and the desire for brand building is relatively strong. However, the bathroom industry is mostly small and medium-sized enterprises. It is often insufficient for brand building. However, the brand cultivation process is necessary. More financial resources are needed to operate and maintain, and a large amount of capital invested in brand building has already overwhelmed many sanitary ware enterprises. "In the era of rapid growth of real estate, sanitary ware enterprises can still maintain, but the rapid cooling of the real estate market in the past year or two has made The situation of sanitary ware enterprises is difficult, which makes the brand building of enterprises more tired.

"Because the sanitary products are very clear to the consumers, the properties and uses are very clear, and there is no need to make informing advertisements. Therefore, the sanitary industry prefers to use celebrity endorsements to promote the brand. According to the reporter, the sanitary ware company that employs the brand spokesperson is currently employed. There are as many as thirty or forty, many of them are mainland and even Hong Kong and Taiwan. The more sanitary companies have chosen to advertise online. The reporter found that there are many pop-up bathroom brand advertisements on the Internet. Some websites are even overwhelming.

Industry insiders told reporters that the company has been advertising and branding through the Internet for three or four years. Although this method has limited effect, the price is relatively low.

Brand building lacks professionalism and skills

The industry believes that the brand determines the value, whether the bathroom company can be based on this competitive industry for a long time, the key is whether to establish brand value and brand communication concept.

In fact, many growing sanitary ware companies have realized the importance of the spread of brand value, but because the communication methods are not good enough, they have not achieved the desired results. Wang Yonglin admits that at present, the main problem in the brand building of sanitary ware enterprises is the lack of brand communication concept, and the means and methods of brand communication are single.

Many sanitary ware companies face the dilemma of "brand propaganda is difficult to achieve". This is related to the fact that the bathroom is a low-profile industry, and many consumers do not understand or care about the bathroom brand. However, under this premise, the sanitary industry still has a broad space for promotion. According to industry analysts, brand communication is no longer just advertising. In the past, the model of "company website + corporate album + image advertisement" adopted by sanitary ware enterprises has been unable to meet the needs of the new situation and new market. The role of this model is often only reflected in the investment stage, but not meaningful in the sales process. Bathroom companies need to explore new ways of publicity and promotion.

Brand fake play tricky

In terms of brand building, some sanitary ware companies not only make a difference, but also "do" over the head. The phenomenon of brand fraud, which is prevalent in the sanitary industry and has been repeatedly banned, has been repeatedly criticized.

"Because of the continuous quality of national inspection-free products in the food industry in recent years, especially the "Sanlu milk powder incident" in 2008, at present, "China Famous Brand", "China Famous Brand" and "National Inspection-Free Products" have been cancelled. However, many merchants are still taking these names to make gimmicks. "Wang Yonglin told reporters that some of these units are only united to make false brand propaganda for themselves, and some are to pay some money to buy a name back.

In this regard, some people in the industry sighed in the interview: "There is too much false water. Some small sanitary ware factories, the output value is not more than 50 million yuan, it actually dares to be called "China's top 500 brands." China has so many Bathroom brand, how can a company that does not reach a large scale become a top 500? These are false propaganda on the brand. If consumers don’t understand it, they will be fooled.” When it comes to the root cause of brand fraud, China Forest Products Industry Association Consultant Zhang Lin believes that the current sanitary industry is far from mature, and it is still in the "spring and autumn period" of barbaric competition and small country. Coupled with the lack of industry standards and inadequate supervision, some enterprises will be able to match their eyes.

Source: Northeast News Network