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The bathroom industry entered the era of reshuffle

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The bathroom sanitary ware industry market has become increasingly clear. Faced with the development trend of the sanitary ware industry, industrial integration seems to be imperative. How do companies spend on the industry's reshuffle? Faced with changes in consumer demand for space use, sanitary ware companies are feasible bathroom installation? The era of the great development stage, the rise of smart appliances and e-commerce, how should companies respond?


Industrial integration period is coming


The industrial integration here is the integration process of products, channels, and brands. From the product side, it is the integration of the industrial chain. At the same time, there must be expansion of channels and the merger and reorganization of the brand. In a 100 billion-level market, the market share of all local listed companies is less than 10%. On the one hand, the strength of foreign brands is strong; but on the other hand, local companies' own business integration ability is not strong. Comparing the business scope of foreign brands, TOTO's product range includes toilets, bathtubs, vanities, faucets, washbasins, ceramic tiles, etc. The US KOHLER product range includes bathroom faucets, washbasins, toilets, and showers. Room, bathtub and smart toilet cover etc.


In contrast, Hengyuan Sanitary Ware and Dima Sanitary Ware simply produced toilet seats and shower enclosures, the former being accessories, and the latter being a product category of larger sanitary ware brands. Whether it is a B-side real estate developer, a hotel, or a C-end consumer, it is more inclined to have a unified decoration and one-stop purchase in the decoration process because of cost, time, and design style. s reason. With the development of custom home and self-assembly business, the decoration of the subdivision space will also follow this trend. It will test the company's ability to integrate the supply chain. Companies that offer more product categories and better services will surely grab more. Multiple market space. The arrival of the industry's shuffling period will be the era of "big fish" eating "little fish."


The rise of the whole bathroom


The industry judges that the fastest time for custom home growth will come. Consumers have higher requirements for space utilization. Individual product customization has affected the sanitary ware industry. For example, in 2015, the bathroom cabinet business of Huida Bathroom was subject to the customization of the market. Impact, performance shrinks. The whole bathroom has been effectively developed in foreign markets. According to data from China Investment Securities, for the needs of space utilization, the penetration rate of self-assembled bathroom in Japan is about 70%, while the domestic penetration rate is about 10%. And mainly concentrated in the B-side convenience hotel and real estate business, C-side market has not yet opened. However, with the increase in consumer demand for space utilization and the promotion of affordable housing construction, the domestic market potential is about to trigger. At present, there are not many companies that have deployed bathroom installations in the industry. Gulleng bathroom is a pioneer. Even if we ignore the advantages of the whole bathroom in terms of construction period, waterproof, and construction, we can eliminate a single company with a single business simply by integrating its full range of sanitary ware products.


Smart bathroom layout


As far as the entire smart home industry is concerned, industry insiders predict that China’s market size in 2020 is expected to exceed 180 billion yuan. Subdivided into the sanitary ware market, its market size is not to be underestimated. Taking smart toilets as an example, the penetration rates in Japan and South Korea are close to 90% and 60% respectively. Domestic use of some products in shopping malls and hotels has been used, but the penetration rate in 2015 in the country is still less than 2%. Although the toilets, showers, bathtubs, and bathroom cabinets in the domestic market have all achieved varying degrees of intelligence, the same issues as in the smart home industry, the entire market lacks uniform standards, and the modularization and generalization are insufficient.


The implementation of the standard will help the development of smart sanitary ware. In 2015, the domestic appliance association's intelligent bathroom appliances special committee was established in the country. The participating companies include Kohler, Jiumu, Wrigley, Hengjie, Panasonic, TOTO, Duravit, Olussa, Geberit, Anwar, Faenza, Zhai Zhu, Jie Jie Bao, Sunrise Dongfang, Jian Lin, Huida, Rongshida, Jardine and so on. There are two points worth paying attention to: First, there are many participating companies; secondly, foreign brands such as Kohler, Panasonic, TOTO, and Duravit are actively involved, and they have begun production and sales of smart bathroom products. Foreign brands have begun to build a smart bathroom, if the domestic sanitary ware companies can not keep up with the trend, and the gap between the opponent will be greater and greater. On the contrary, just as the United States, Japan, and Germany can use the second industrial revolution to achieve economic and technological catch-up, smart bathroom as a technological change in the industry, is also an opportunity for domestic sanitary ware companies to achieve a big step to catch up.


E-commerce trend is clear


Although the degree of e-commercialization in the field of home building materials currently lags behind the average level of all industries, except for Hengyuan Sanitary Ware, which is less than 5% of its domestic business, not involved in e-commerce business, the other four companies have layouts. Just as Huida Sanitary’s understanding of the e-commerce business will not replace traditional sales channels in the next few years, its brand promotion role deserves attention. The experience of the home improvement industry depends on the heavy line, and the supply of home building materials also needs to be mainly offline, but with the dependence of consumers on online channels and online information search, increasing the display and sales of online products can achieve the integration of online and offline brand images. For enterprises, opportunities and challenges coexist. If you can identify industry trends and take advantage of opportunities, you can do more with less. According to data from China Investment, China releases approximately 25 million facelifts and 10 million new homes each year. As the level of urbanization continues to increase, the demand for sanitary ware products has grown at a rate comparable to that of kitchen appliances. Sanitary ware companies in the country do not do wedding dresses for others, but rather shift from parts production and supply to multi-category, integrated, and intelligent development, and from the alternative suppliers operated by OEMs and ODMs to independent brand management.