Introduction
According to the depth of the editor's investigation analysis and professional forecast, the industry report will be from the following nine aspects to the bathroom ark industry development in the past detailed research and analysis, and will be professional forecast the future development trend of bathroom cabinet industry, will also look to bathroom ark industry prospects and put forward reasonable Suggestions. According to the depth of the editor's investigation analysis and professional forecast, the industry report will be from the following nine aspects to the bathroom ark industry development in the past detailed research and analysis, and will be professional forecast the future development trend of bathroom cabinet industry, will also look to bathroom ark industry prospects and put forward reasonable Suggestions. This report can only be used as a template for industry reports and can not be used for commercial purposes.
1. The development status of sanitary ware cabinet industry under the background of macro policy in 2023-2028
(I) Analysis of the development environment of the bathroom cabinet industry in 2022
The environment of sanitary ware cabinet industry continues to improve, and new market entities continue to emerge. According to the National Bureau of Statistics, China's gross domestic product (GDP) grew by 8.1% over the previous year, with an average growth rate of 5.1% in two years, ranking first among the world's major economies.
The economic scale has exceeded 110 trillion yuan, reaching 114.4 trillion yuan, ranking the second largest economy in the world, with a per capita GDP exceeding 80,000 yuan. In 2021, China's per capita GDP will reach 80,976 yuan, which will reach US $12,551 at the average annual exchange rate, exceeding the world's per capita GDP. During this period, the bathroom cabinet industry has developed steadily and maintained growth. In 2021, the new tax reduction project and the launch of the Beijing Stock Exchange have also opened up a new world for related enterprises in the bathroom cabinet industry for direct financing. Under the influence of the epidemic, the problem of unbalanced and inadequate development has become increasingly prominent. China has actively adopted the strategy of expanding domestic demand, vigorously promoted the supply-side structural reform, and made new progress in the structural adjustment, transformation and upgrading of the bathroom cabinet industry. The engel's coefficient of national residents was 29.8 percent, down 0.4 percentage points from the previous year. The contribution of domestic demand to the growth of enterprises is dominant, the consumption structure continues to upgrade, and the demand structure of the bathroom cabinet industry continues to improve.
(2) the influence of international situation on the development of bathroom cabinet industry
After the conflict between Russia and Ukraine, global commodity prices rose across the board, and the oil price exceeded $100 for the first time in nearly eight years, indirectly leading to the operating costs of the bathroom cabinet industry. As oil prices rise, global inflationary pressures. In the next few years, the upstream and downstream enterprises on the industry chain of bathroom cabinets will face greater pressure. At the same time, affected by the epidemic, the world economic recovery is difficult, the global production and supply cycle is not smooth, the global bathroom cabinet industry is also actively promoting the construction of new development ideas. Although on the whole, domestic development is facing the pressure of shrinking demand, supply impact and expected weakening, but for a long time, the fundamentals of the bathroom cabinet industry have not changed, the characteristics of good development resilience, sufficient potential, large space have not changed.
(3) Economic structure analysis of the bathroom cabinet industry
First，It is marketization degree of industry of ark of bath enhances step by step. From upstream supply to market deployment; enterprises often realize merger, bankruptcy, and reorganization through capital market; the trend of evolution, concentration and transfer of resources (capital, technology, talents) to the southeast, and the role of sanitary cabinet industry association gradually shows advantages.
Second, vigorously support the sanitary ware cabinet category industry. From the perspective of industrial structure, there are many sub-industries in China with relatively complete industrial chain system; From the perspective of industrial layout, large enterprises are concentrated in key cities, while small and medium-sized enterprises are concentrated in counties, towns and townships, forming industrial clusters and basically forming a pattern of mutual coordination and mutual support.
Third ，Domestic demand is the main driver. With the rapid growth of the national economy and the increase of residents' disposable income, the domestic consumer demand for bathroom cabinets still has a lot of room for growth, which will continue to be the main driving force for the development of the industry.
2. Development strategy analysis of bathroom cabinet industry in 2023-2028
(A), establish the bathroom cabinet industry "strategic breakthrough" concept
With the rapid development of technology, the market is constantly changing, many companies adopt new products is also accelerating, and a new encirclement is forming. The company in the bathroom cabinet industry must have the concept of "break through again".
1. The technical department and the Marketing Department conducted a detailed investigation on the technology and consumer market of the bathroom cabinet industry at home and abroad to determine the development direction of the industry.
2. On the basis of demonstration, make a decision to break through the industrial strategy of bathroom cabinet: research and develop products in line with the market direction, and form the advantages of their own products (further clarify the development idea of technological innovation: high-end / mid-end / low-end market).
(2) Determine the market positioning, product positioning and brand positioning of the bathroom cabinet industry
Sanitary ware cabinet industry market positioning, product positioning and brand positioning are the three main marketing positioning. Any successful product marketing must have an accurate positioning to adapt to this stage, such as Wang Laoji's "fear of fire", Nongfu Spring's natural water, comfort good fungicide, Alibaba's small and medium-sized enterprise trading platform, etc., positioning is the first step of successful marketing.
1. Market positioning
The market positioning of the bathroom cabinet industry refers to the position of the competitors' existing bathroom cabinet products in the market. To some extent, consumers or users attach importance to some characteristics, flexibility and core interests of the product. Create company product unique, impressive and unique personality or image, and deliver this image quickly, accurately and vividly to customers through a series of specific marketing combinations and influence the overall perception of the product...
2. Product positioning
Target market positioning of sanitary cabinet industry (referred to as market positioning) refers to the choice of the company to the target consumer or target consumer market; product positioning refers to the products corresponding to the target consumer or target consumer market. Theoretically speaking, the market positioning should be conducted first, and then the product positioning is conducted again. Sanitary cabinet industry product positioning is the process of selecting the target market and integrating the company's products, namely the market positioning of corporate and productization work..
Can be used: bathroom cabinet industry product difference positioning method, the main flexibility positioning method, interest positioning method, user positioning method, use positioning method, classification positioning method, specific competitor positioning method, relationship positioning method, problem positioning method, etc. Method is used for localization. But no matter what kind of positioning, the basic method of positioning is comparison, that is, cost performance. It is not only a comparison of product performance and product price, but also the proportion of customer revenue and payment. The client's interest may be psychological or servicing.
Product positioning of bathroom cabinet industry must follow two basic principles, namely adaptability principle and competitiveness principle.
The adaptive principle includes two aspects. First, the product positioning of the bathroom cabinet industry should meet the needs of consumers, invest in what they like, and then provide them to establish the product image and promote the purchasing behavior; the second is the products of the bathroom cabinet industry. Positioning should adapt to human, financial, material resources and other enterprise own resource allocation conditions, in order to ensure the quality and quantity of timely and stable to achieve the market position..
The competitive principle can also be called the difference principle. The product positioning in the bathroom cabinet industry cannot be wishful thinking, but must be determined according to the situation of competitors in the same industry in the market (such as the number of competitors, their respective advantages and different market positions of the products). Reduce competitive risk and promote product sales. For example, Company B's products serve higher income consumers, while Company A's products are positioned to serve lower income people; one of Company B's products is outstanding, while Company A's products are positioned as other products. In terms of flexibility, it forms the characteristics of product differentiation."People have no me, people have my excellent" is the concrete embodiment of the application of this competitive principle.
It can be seen that the product positioning of the bathroom cabinet industry basically depends on four aspects: products, companies, consumers and competitors, that is, the characteristics of the product, the company's innovation consciousness, the demand preference of consumers, and the market position of competitors' products. If the coordination is correct, the product status can be correctly determined.
3. Brand positioning
The brand positioning of the bathroom cabinet industry is a business decision made according to the market positioning and product positioning, according to the cultural positioning and personality differences of specific brands. This is the process and result of building a brand image related to the target market.
Sanitary ware cabinet industry brand positioning is the core and performance of market positioning. Once the enterprise chooses the target market, it must design and shape its own corresponding products, brand and corporate image, in order to win the recognition of the target consumers. Since the ultimate goal of market positioning is to achieve product sales, and the brand is the basis for the company to disseminate product-related information, so the brand is also the main basis for consumers to buy products, so the brand becomes the bridge between products and products. Consumers, the brand positioning has also become the core and centralized performance of the market positioning.
Consumers have different types, different consumption levels, different consumption habits and preferences. The company's bathroom cabinet industry brand positioning must start from the subjective and objective conditions and factors, in order to find the target consumers to meet the requirements of the competitive target. According to the specific market segment in the market segment, to meet the specific needs of specific consumers, find out the market gap, and improve the brand positioning. The needs of consumers are constantly changing, and the company can also guide the target consumers to generate new demands and form a new brand positioning according to the progress of The Times and the development of new products. The brand positioning of bathroom cabinets must move the hearts of customers and arouse their internal needs. This is the key point of brand positioning of bathroom cabinet class.
(3) Innovation and strive for a breakthrough
Only innovators can make progress, only innovators can be strong, and only innovators can win."Science and technology is the first productive force", a good company can only scale, high quality, a strong company must rely on the innovation and application of technology, bathroom cabinet industry company is the same.
1. Technology innovation model based on consumption upgrading
After the 1990s and even the 1900s has become the main group of social consumption. On the one hand, this group completely admires technology and has no resistance to it. Technology factors have been integrated into the consumer bones and can be seen as technology spread. On the other hand, the innovation demand of sanitary ware cabinet only relies on scientific and technological innovation to solve the contradiction between personalized government and large-scale industrial production, to achieve rich food and clothing, and the intelligent scene that complies with the trend of The Times.
China's economy is changing from investment-led to consumption-led, and the technological innovation of sanitary ware cabinets will certainly lead to consumption upgrading. With the help of technological innovation, many new categories, new services and new models have emerged. Changing consumption habits, changing consumption patterns, and reshaping consumption processes have led to the rise of various forms of consumption, such as cross-regional, cross-border, online and offline, and experience sharing.
The technology innovation model of sanitary ware cabinet based on consumption upgrade is still the direction of innovation martyrs. However much the technology develops, it remains a tool. The survival and development of a brand needs the integration of brand power, product power and consumption power, rather than only relying on a certain technology.
2. Innovation promotes the development of higher quality in the bathroom cabinet industry
The key to the innovation of the bathroom cabinet industry is big data, cloud computing, Internet of Things, artificial intelligence and other information technologies, innovation of business formats and models, and innovation of goods and services. Through the innovation of information technology, we can reduce the logistics cost, operating cost, management cost, improve the efficiency and improve the competitiveness; through technological innovation, we can effectively promote the innovation of business form and mode. By innovating business formats and models, we can better meet the diversified, multi-level, multifaceted and personalized needs of consumers; the innovation of goods and services can stimulate potential consumption, increase marginal consumption rate and expand consumption.
In the past, under the environment of imitative consumption in China, the development of "standardization" and "model format" of business format was the obvious and quiet feature of the development of China's retail industry. In the current and future new environment, the more personalized and diversified consumption is becoming the mainstream, the development of the traditional bathroom cabinet will no longer adapt to the new form and meet the new consumption demand. It is necessary to accelerate the innovation in new technologies, new formats and new models. First, it is necessary to address the contradiction between consumers' pursuit of differentiated goods and services and standardized and model-based operations. Second, retailers must control the pricing power of their goods and have their own unique goods in order to gain market access advantages. In terms of new business form and new mode innovation of sanitary ware cabinets, small and medium-sized retail companies are the pillar and new power of innovation. The country should also pay attention to the innovation of small and medium-sized retail companies, which account for more than 90% of the market participants, and promote the development of China's retail industry through active innovation in the whole industry.
3. Try format innovation and brand innovation
For the bathroom cabinet industry, the products and services provided by the company to consumers are always the core issue of consumers' concern. In the face of rapidly changing consumer needs, business formats and brands that are more suited to consumer needs are expected to help companies reach more customer groups and achieve sustained growth. Based on existing brands, xxx will expand to "small and delicate", try new models, such as commercial stores, tourist stores, community stores, shopping centers, etc., and hope to use the brand influence and years of business experience to shorten the profit time.
Mid-and high-end brand XX aims to create excellent user experience in food, service, dining environment, etc. to expand its customer base to middle and high-end users; xxx supported cooking companies are scheduled to launch in 2017. The New Third Board further strengthens the industrial layout of xxx; xxx selectively upgraded the store to version 2.0, provides more high-end dining atmosphere through modern catering decoration design, and continued to expand xxxx food delivery service, making full use of business hours outside peak hours to improve business performance.
4. Independent innovation + brand
An enterprise without innovation is an enterprise without a soul. An enterprise without a core technology is an enterprise without a backbone.
A large number of Chinese companies are at the bottom of the "smile curve" of the "manufacturing" links, silently making "wedding dresses" for others. In the high-end links such as research and development and brand building, sales channels have been used and controlled by multinational companies in developed countries. In order to maintain the development of Chinese enterprises, Chinese enterprises can only rely on expanding scale and reducing costs, which creates a vicious circle of competitive price reduction and low price competition.
One of the strategic tasks of "Made in China 2027" is to strengthen the construction of high-quality brands, encourage enterprises to pursue excellent quality, form famous brand products with independent intellectual property rights, and constantly improve the brand value and overall image of enterprises.made in china. This is undoubtedly of great practical significance and far-reaching historical significance to accelerate the transformation of Chinese products to Chinese brands.
Sanitary cabinet industry brand is the symbol of quality, the condensation of credit and economic business card. According to statistics, 80% of the global market is occupied by 20% of the leading brands. On the other hand, although the scale of China's manufacturing industry has become the world's largest, the weakness of bathroom cabinet brands is still the hidden worries and drawbacks of the development of China's manufacturing industry.
From the perspective of enterprises, the difference between xxx and unbranded imitation version of the same category is more than 100 times; the price difference between international famous brands of sanitary cabinets of the same raw materials and Chinese brands is huge. It is not difficult to see that the brand, as the intangible asset of the enterprise, is a huge wealth of the enterprise. In the field of trade, businesses choose a certain brand of products, as long as the product has excellent quality, as long as the quality in the hearts of consumers have credibility, even if the price is much higher than other similar products, the brand also has value. Product, the consumer author still believe in the value of the brand and regards its high price as a symbol of high status.
At present, with the increase of foreign technology trade measures and the intensification of domestic competition, the current market supply of bathroom cabinets is very large. With the increase of foreign technology trade means and the intensification of domestic competition, the contradiction of bathroom cabinet market oversupply is increasingly prominent. But, below such severe market environment, the market share of famous brand of ark of cabinet of some world did not reduce, become bigger and bigger instead, the living space of the company without brand is narrower and narrower. Therefore, the establishment of their own bathroom cabinet category brand and establish a good bathroom cabinet category brand image has become unprecedented important and urgent.
(Iv) Formulate publicity plans
1, learn to make news, event marketing- -low-cost dissemination of sharp tools
Now in enterprise marketing, brand communication is the core. Therefore, how to quickly start the brand of the bathroom cabinet industry is the key element of brand growth. News effect is the most effective means of communication. For example, Nongfu Spring challenges the pure water to lift, smash Mercedes Benz, wechat red envelope, Baoding fried dough stick brothers, etc., these are the news effect formed by hot news, so that the bathroom cabinet brand quickly spread and forming the word-of-mouth effect is a shortcut to the rapid growth of the brand.
2. Learn to highlight the brand characteristics through excellent brand visual design
What is the bathroom cabinet category industry brand? Finally, it's a visual totem. What do you think when you mention McDonald's? What does the yellow archer think when it comes to Buddhism? Golden background and temple; what do you think when you mention KFC? American colonel; what do you think of real kung fu fast food? Bruce Lee's muscles and nunchakus; what do you think when you mention the 58.com website? That cute little donkey... Such classic cases are an important tool to realize the breakthrough of sanitary cabinet brand, and the brand that has never forgotten has eternal vitality.
3. Learn how to use the Internet for marketing
There are many ways of online marketing for bathroom cabinets, most of which are low-cost marketing tools, such as SEO, keyword search, bidding ranking, email, community, forum, instant messaging, etc., they are common online marketing tools in PC Internet. The popular micro-marketing system in recent years is a modern, low-cost and cost-effective marketing method. Compared with traditional marketing methods, "micro-marketing" advocates the establishment of "lighter" and more effective marketing involving research and development, product, channel, marketing, brand communication, promotion and customer relations through the interaction between virtual and reality. The whole chain integrates all kinds of marketing resources, and has achieved the marketing effect of small blog and light blog. At present, micro marketing usually refers to wechat marketing and microblog marketing, which is the best way for the company to quickly spread the bathroom cabinet brand and establish the word-of-mouth effect.
4. Sanitary cabinet type enterprise strategic objectives
The bathroom cabinet company plans to continue to expand the domestic market in the next 5 years, build its own bathroom cabinet brand in the domestic market, carry out independent sales, and expand its operation by entering large shopping malls, opening offline stores and other ways. In the future, we plan to open outlet stores and stores in all municipalities directly under the Central Government.
5. Sanitary ware cabinet type of enterprise strategic selection
(1)This report provides specific measures related to the strategy for the analysis of the internal and external environment only.
(A) SWOT analysis of the bathroom cabinet industry
SWOT is a strategic analysis method to analyze the advantages, disadvantages, opportunities and threats of the objects through comprehensive evaluation and analysis, and to clearly determine the resource advantages and resources of the analyzed objects through the organic combination of internal resources and external environment. Shortcomings, understand the opportunities and challenges faced by the object, adjust the methods and resources from the strategic and tactical levels, to ensure the implementation of the analysis object, to achieve the goal to be achieved. The SWOT analysis method, also known as the situation analysis method, is a method that can objectively and accurately analyze and study the actual situation of a unit. SWOT representatives: trengths (advantage), weaknesses (disadvantage), opportunities (opportunity), threats (threat).
(2), sanitary ware cabinet class enterprise strategy determination
According to the SWOT analysis results, the company should adopt a so strategy, namely a growth strategy.
(3) PEST analysis of the bathroom cabinet industry
1. Policy factors
(1) The "13th Five-Year Plan" for the development of the sanitary cabinet industry issued by the central government clearly requires that by 2020, the sanitary cabinet industry will grow by 30%, and various localities will introduce policies to improve the industry penetration rate.
(2) In 2020, the bathroom cabinet industry will become the policy dividend market. The State Council government report pointed out that the bathroom cabinet industry will help improve the people's quality of life.
2020 is a very critical year for the development of the bathroom cabinet industry. First of all, from the external macro environment, new policies and new regulations affecting the development of the industry will be introduced. The transformation of economic growth mode and strict energy saving and emission reduction have had a profound impact on the development of sanitary ware cabinet industry. In addition, there are inflation, the appreciation of the yuan and rising human resource costs. From the perspective of the company, the competition in all links of the industrial chain, technology upgrading, the gradual shrinking of export market and the increasingly complex product sales market are all problems that enterprise decision makers must face and need to solve.
2. Economic factors
(1) The demand of the bathroom cabinet industry continues to be hot, the capital of the bathroom cabinet field is good, and the long-term development of the industry.
(2) The Outline of the 13th Five-Year Plan proposes that the economy will maintain a medium-high growth rate. The main objectives of economic and social development in the next five years are: to maintain medium-high economic growth, to double the GDP and per capita income of urban and rural residents in 2019 by 2020, the improvement of the quality and efficiency of development; the improvement of innovation-driven development; the improvement of the national quality and social culture; the overall quality of ecological environment; all systems have become more mature and more uniform. So, in the "13th Five-Year" background, how to see China's bathroom cabinet industry to see the status quo, set the future, strategic foresight, scientific planning, seeking technological breakthroughs, industrial innovation, economic development, to lead the next round of development to lay a solid foundation.
(3) The growth of the downstream industry provides new development impetus for the bathroom cabinet industry.
In 2019, the per capita disposable income of residents was 282,228 yuan, a year-on-year increase of 6.5% in real terms. The improvement of residents' consumption level provides the economic basis for the market demand of the bathroom cabinet industry.
3. Social factors
(1) The traditional bathroom cabinet industry has problems such as low market threshold, lack of unified industry standard service process and professional supervision, which affect the development of the industry. The combination of the Internet and bathroom cabinets can reduce the intermediate links and provide users with cost-effective services.
After 90,00 and other people gradually become the main consumer groups of the bathroom cabinet industry.
4. Technical factors
(1) Technology enables VR, big data, cloud computing, bathroom cabinets, 5G and other gradually transition from first-tier cities to second, third and fourth tier cities, to achieve the popularization of bathroom cabinets industry technical experience..
(2) The ERP, OA, EAP and other systems are introduced in the bathroom cabinet industry to optimize the information management and construction links and improve the industry efficiency.
5. Sanitary and bathroom cabinet industry development status and market analysis
(1) Analysis of industry driving factors in China's sanitary ware cabinet market
The market heat of the sanitary ware cabinet industry continues to rise, and the continuous innovation of technology, safety and varieties is the fundamental reason for the leapfrog development of its application scenarios. The surge of user demand in the bathroom cabinet industry greatly broadens the width and breadth of its application. Firstly, the further integration of raw materials and suppliers in the industrial chain of the bathroom cabinet promotes the upgrading of the technology, quality and variety, which is more conducive to the continuous upgrading and quality improvement of products, and further meets the different new needs of users. The above is conducive to the further development and progress of the bathroom cabinet industry. At the same time, the integration of multiple parties makes the application of bathroom cabinet industry products get a more robust development.
(2) The structure analysis of the bathroom cabinet industry
Sanitary ware ark industry industry channel is mainly composed of the upstream products and services, raw materials and service manufacturers, intermediate service integration, the product and service integrator, product and service design and design planner, industry agent industry products and service agent, industry dealers and consumers of the product and service dealers and consumers, etc. Comstitute the upper, middle and downstream of the complete bathroom cabinet industrial structure.
1. Raw material and service manufacturers, on behalf of upstream products and services, are mainly responsible for the original manufacturers including products and services, including all kinds of raw material manufacturers.
2. Product and service integrator, representing the intermediate service integration, is mainly responsible for the reprocessing service of upstream services, which is the embodiment of the integration of upstream services.
3. Design planners, on behalf of product and service design, mainly provide professional design and standard planning for the entire business transformation.
4. Industry product and service agency, on behalf of the industry agency, mainly responsible for the upstream industry services, product agency services.
Products and services dealers and consumers represent the industry dealers and consumers, this part is mainly composed of all kinds of dealers in the industry and users of consumer products and services.
(3), the bathroom cabinet industry factors (PEST) analysis
1. Policy factors
1. The "13th Five-Year Plan" for the Development of the bathroom cabinet industry issued by the Central State Council clearly requires that the bathroom cabinet industry will increase by 30% by 2022, and local policies will be introduced accordingly, improving the overall penetration rate of the industry.
2. In 2022, the bathroom cabinet industry will become the market to enjoy the policy dividend. The government report of The State Council points out that the bathroom cabinet industry will help to improve the quality of life of the people.
3. 2022 is a crucial year in the development process of the bathroom cabinet industry. First of all, from the perspective of the external macro environment, the new policies and new regulations affecting the development of the industry are successively introduced. The transformation of economic growth mode, strict energy conservation and emission reduction policy have a direct impact on the development of the sanitary cabinet industry, in addition to the indirect influence of inflation, RMB appreciation, rising human resource costs and other factors; internal competition, industrial chain links, technological upgrading, shrinking export market, increasingly complex product sales market and other problems, are needed to solve.
2. Economic factors
1. The demand of the bathroom cabinet industry continues to be hot, and the capital is good for the bathroom cabinet field. In the long run, the industry development continues to improve.
2. The 13th Five-Year Plan calls for the economy to maintain a medium-high growth rate. The primary goals of social and economic development in the next five years are: to maintain medium-high economic growth, China's GDP by 2022 and per capita income of urban and rural residents compared with 2019, the main economic indicators and the development quality and benefit; the living standard and quality; the national quality and the social civilization level; the innovation-driven development; the development coordination; the ecological environmental quality; the system more mature and finalized. Therefore, under the big policy background of "13th Five-Year Plan", China's bathroom cabinet industry needs to see the current situation, uranium in the future, strategic foresight, scientific planning, seek technological breakthrough, industrial innovation, economic development, to lay a solid foundation for leading the next round of development.
3. The growing scale of the downstream trading industry, for the bathroom cabinet industry to provide a steady stream of development power.
4. In 2020, the per capita disposable income of residents is 31,228 yuan, with a real increase of 5.5% year on year. The improvement of residents' consumption level also provides a solid economic foundation for the market demand of the bathroom cabinet industry.
3. Social factors
1. The traditional bathroom cabinet industry market low threshold, the lack of unified industry standards, the lack of professional supervision and other problems will also restrict the development of industry interconnection.
2. The combination of the Internet and the bathroom cabinet industry greatly reduces the intermediate links and provides users with cost-effective services.
3. The new generation, such as 90,00, gradually become the main consumer of the bathroom cabinet industry, injecting fresh blood into the industry.
4. Technical factors
1. The promotion of high and new technology. VR, big data, cloud computing, 5G and other cities gradually transition from first-tier cities to 2,3 and 4 tier cities, connecting the bathroom cabinet industry with high-tech, and popularizing the technology experience of the bathroom cabinet industry.
2. ERP, OA, EAP and other intelligent systems are introduced into the bathroom cabinet industry to optimize the information management and construction links and improve the efficiency of the industry.
(4) The market size analysis of the bathroom cabinet industry
In 2019, the retail scale of China's sanitary ware cabinet market was 65.5 billion yuan, with a year-on-year growth of 6.8%; in 2020, the retail scale of sanitary ware cabinet market reached 70.2 billion yuan, with a year-on-year growth of 17.1%. It is expected that the retail scale of China's bathroom cabinet market will reach 72.3 billion yuan in 2022, and the annual compound growth rate in the next five years (2022-2025) will be about 11.26%, and will reach 110.8 billion yuan in 2025.
(V) Analysis of the characteristics of the bathroom cabinet industry
By comparing the industry attributes and the core service mode of the bathroom cabinet, the Chinese bathroom cabinet industry can be divided into four categories. They are innovative bathroom cabinets, venture capital bathroom cabinets, media bathroom cabinets, industrial bathroom cabinets and service bathroom cabinets. In addition, because the bathroom cabinet industry is still in the initial stage of exploration, the overall service mode and operation mode is not fully mature. As the dividend of mass entrepreneurship and mass innovation policy fades out of the industry stage, the service type of bathroom cabinet will return to its commercial essence. In order to achieve the purpose of investment return or commercial landing, how to achieve the steady development of the industry by relying on its own operation ability has become the core issue discussed by the industry. In the above four types of bathroom cabinet industry, because the industrial bathroom cabinet category is mostly dominated by enterprises, and more closely combined with the enterprise business. So it has a higher commercial landing feasibility. Become one of the core directions of the bathroom cabinet industry exploration.
(VI) The relevant policy system of the bathroom cabinet industry is not perfect
The policy system, performance appraisal system, law enforcement system and supervision system are still not perfect, and the system, policies and regulations still need to be further improved. Take the bathroom cabinet industry as an example, even if the task target is set, but many cities did not introduce relevant promotion measures. Sanitary ware cabinet industry standards, industry norms, industry system and other measures have not been introduced, the operation standards of products and technology are not clear guidance. Sanitary ware ark kind industry has the regional standard of empty place, do not have unified national standard however, industry standardization also becomes empty talk. In addition, the price, finance, taxation, finance and other economic policies conducive to the bathroom cabinet are not perfect, the incentive and restraint mechanism based on the market is still not perfect, the innovation driving force is insufficient, and the enterprises also lack the endogenous power for the development of the corresponding industry of the bathroom cabinet.
Vi. The competition analysis of the bathroom cabinet industry
At present, there are three start-up companies in the field of bathroom cabinets led by unicorns, and there are listed companies and Internet giants. The three camps continue to code and deploy the bathroom cabinet related industries, and launched a series of bathroom cabinet products to different application scenarios, covering the application fields of various industries such as security, finance and commerce.
(1) Comparative analysis of the bathroom cabinet industry at home and abroad
The target customers of sanitary ware cabinets at home and abroad are locked in the early stage, specific industries and enterprises with commercial prospects, and they are committed to providing insufficient resources in the early stage of growth, so as to realize the rapid growth of commercial value. According to the value chain management theory, the connotation of business model can be divided into value positioning, value creation, value realization and value transfer. In these four dimensions, there is a common core appeal of bathroom cabinets at home and abroad, but due to the limited differences in system, economy and culture, the exploration direction and landing form of industrial bathroom cabinets at home and abroad are different. Foreign bathroom ark class pay attention to the guest culture and high technology return on investment, to obtain enterprise shares or sell shares harvest premium as the main profit, form continuous self management ability, domestic bathroom ark class tend to through technical accumulation and project show reputation, around the policy guidance and industry value closely set expected development goals, through production to speed up the exchange of resources and focus, create profits for the enterprise, the accumulation of resources and brand influence form snowman effect.
(2) Analysis of the brand competition pattern of the Chinese bathroom cabinet industry
According to the different application field, the popularity of the bathroom cabinet industry brand is different. According to the application dimension analysis of bathroom cabinet technology, it can be divided into government, enterprises and individual consumers. The government departments generally hope to apply the bathroom cabinet technology to the field of intelligent security, with complex application scenarios and high accuracy requirements; personal use scenarios with low complexity, but high requirements on consumption experience. According to the analysis of the supply dimension of bathroom cabinet technology, the products provided by bathroom cabinet technology are mainly divided into engineering projects, hardware and software technology.
As China's economic growth enters the shift period, the development pace of the bathroom cabinet industry is consistent with the national economic situation, from high-speed development to medium and low speed development transition. After 30 years of rapid development, China sanitary cabinet is facing the critical period of transformation and upgrading. The sanitary cabinet industry has entered the era of brand competition. The competition of the market of sanitary ware ark kind from the region, category, local rose to the three-dimensional war between the brand. Strengthen and accelerate the brand construction, establish a higher level of brand connotation, to achieve a more efficient systematic brand project, will become the only way for brand bathroom cabinet enterprises.
(3) Analysis of the competition intensity of China's sanitary ware cabinet industry
1. Competition of existing enterprises in China's bathroom cabinet industry
At present, the number of enterprises in the industry of bathroom cabinet is not much, and the subdivision field is different, the competitive pressure between each other is relatively small.
2. Analysis of the upstream bargaining power of China's bathroom cabinet industry
The main raw materials of the bathroom cabinet industry include electronic components, wire materials, computer accessories, packaging materials, etc. Most of these products are universal and standardized products, with many suppliers and fierce competition. Therefore, the bathroom cabinet industry has strong bargaining power on the upstream.
3. Analysis of the downstream bargaining power of China's bathroom cabinet industry
The downstream application subjects of the sanitary cabinet industry include individuals, enterprises and government agencies, and the application fields include finance, security, sanitary cabinet cabinets, transportation, social entertainment, social security, etc. Due to the large number of downstream users, the sanitary cabinet industry has strong bargaining power over the downstream.
4. Threat analysis of new entrants in China's bathroom cabinet industry
While bringing new production capacity and new resources to the industry, new entrants also hope to win a place in the market that has been divided up by existing enterprises, which may compete in raw materials and market share with existing enterprises, and eventually lead to the reduction of the profitability of existing enterprises in the industry.
5. Threat analysis of Chinese bathroom cabinet industry substitutes
Enterprises in the same industry or in different industries may compete with each other because their products are substitutes for each other.
(4), the startup company big unicorn led
The business model of domestic bathroom cabinet start-up companies mainly provides basic software solutions for the b end to meet the personalized needs. Many start-up companies in the field of bathroom cabinets start to contact the industry from scratch at the initial stage, and cannot directly enter the mature hardware market. As value-added service providers, most of them can only cooperate with hardware manufacturers at the software level. However, with the breakthrough of sanitary cabinet technology, a number of excellent entrepreneurial companies take the lead in exploring business models by taking advantage of advanced technology advantages, and initially opened up the emerging application market.
Among them, XXX company and AAA company enter the market with advanced technology advantages, obtain funds through financing, and become a unicorn in the field of bathroom cabinet. From the perspective of business field, unicorns are mainly concentrated in thousands of government affairs, people's livelihood, finance and other large application scenarios. However, because unicorns have their own technological advantages, most of them have a deep layout in the areas they are good at. Xx technology focuses on finance, security, mobile Internet and mobile phone; AAA technology focuses on finance, security, healthcare and transportation, while BBB technology focuses on finance, security, retail, tourism and other fields CCC technology focuses on finance, security, hotel and other innovation areas.
(V) Listed companies have been deeply cultivated for many years
ZZZ enterprise has the whole industry chain in the field of sanitary cabinet ark, products and hardware and software integration solutions, more close to the actual the application of the actual scenario, from the perspective of sanitary ware ark class whole system, on the product iteration, product design, product application are fine optimization, with high accuracy, high efficiency, solved the current sanitary cabinet technical accuracy and stability of poor defects, has a strong ability to adapt to the environment.
As the second largest manufacturer in the field of bathroom cabinet type, YYY enterprise has created a fine application scheme, which greatly improves the effect of bathroom cabinet type products. In addition, relying on the company's profound hardware and software research and development capabilities on the platform, it has formed a series of intelligent products based on bathroom cabinets, including structured, three-dimensional and market-oriented products of the front and rear bathroom cabinets, and has the whole industry chain layout in the field of bathroom cabinets.
(Six), the bathroom cabinet class giant comprehensive advantages are obvious
Similar with Internet giant, foreign giant also enters wei yu cabinet kind market in succession in recent years. In the process of competition, the giant has many advantages in capital, brand, technology and other aspects, with obvious comprehensive advantages. At the same time, based on its long-term accumulation in the C-end market, the C-end has obvious advantages and is more likely to take the lead in opening the C-end market.
The layout of Internet giants in the bathroom cabinet technology presents two mains lines: introducing industry leaders to build their own technology, and making direct acquisition or investment of high-quality enterprises with strong influence and abundant funds.
7. Strategic safeguard measures for bathroom cabinet enterprises
Accordingly, with the further development of social economy and information technology, the application of bathroom cabinet class will become the new trend in the future. In view of the bathroom cabinet class enterprise development and strategic layout, we put forward the following measures.
(1) Adjust the organizational structure in time according to the development stage of the enterprise
The construction of the company's organizational structure should be based on flexible management and hierarchical control to achieve a balanced effect. Based on this, the following adjustments are recommended:
1. Additional import and export business department to be responsible for the company's overseas market management;
2. Set up a separate domestic Marketing Department and a new sales manager, responsible for the development of the domestic market and the management of offline stores;
3. The former production department was reorganized into the assembly department and the packaging department.
(Ii) Strengthen personnel training and introduction
The company timely develops a series of matching human resources development plans, and timely customize the talent introduction and training implementation plan for its own employees.
1. Formulate the overall talent introduction plan
The company can arrange people-to-people positions, which is conducive to the performance of employees. While introducing talent, also want to avoid ark of defend bath kind of talent to drain again. A series of evaluation methods such as interview, psychological quality assessment and professional knowledge examination can be used to conduct comprehensive evaluation of talents, so as to reduce the re-resignation after working. Also pay attention to team building, such as whether the team members' education, work experience, and values converge. Comprehensive evaluation is to assess the overall cooperation of the team, mutual cooperation among members, and the recognition of the team's corporate culture and corporate value pursuit, so as to avoid the causes. Problems among the team members affect the corresponding work of the company.
2. Channel talent introduction
Through the network recruitment platform, talent center recommendation, headhunting company introduction and other channels to recruit talents. The work with higher professional knowledge requirements can also take the form of cooperation with professional companies. For example, financial positions require a high level of expertise. The company may sign an annual consulting service agreement with an accounting firm to help it establish an internal audit system. Assess the financial, operation, management and risks of the company and improve the potential risks of the company. We can also contact colleges and universities for targeted recruitment, increase training in the later stage, and give opportunities for practice, so that new employees can grow rapidly.
3. Internal staff competition
We can consider the internal recommendation of suitable employees, competitive employment of the company, etc., to conduct professional training for employees, and adjust the position after the training..
While establishing the talent introduction mechanism, talent training also plays an equally important role. It is necessary to establish a perfect company training system, reflect the principle of unification of talent use and talent training in the system, do a good job in professional talent training, and cultivate employees with higher professional quality.
(3) Accelerate the pace of information construction
In order to effectively support the businesses carried out and improve work efficiency, bathroom cabinet companies should actively carry out information construction:
1. Introduce the office automation system to improve the communication efficiency between various departments of the enterprise and reduce the communication costs.
2. Timely introduce the enterprise resource management system, sort out the work processes of the enterprise, and improve the overall work efficiency and management level of the enterprise.
3. Strengthen the management and maintenance of enterprise information database to ensure the security of enterprise data.
4. Make full use of the Internet and big data technology to complete the integration and optimization of enterprise resources, improve corporate image, and reduce transaction enterprise transaction costs.
5. Use the official wechat account of the enterprise to deliver product information and brand information to customers, timely collect customer feedback information, provide data for the design and sales department of the enterprise, and let the company make new opportunity choices or strategic decisions according to market changes.
Eight, sanitary ware cabinet industry enterprise differentiation breakthrough strategy
(1), sanitary ware cabinet industry product differentiation to obtain "business opportunities"
Product differentiation in the bathroom cabinet industry refers to the differences in product characteristics, performance, consistency, durability, reliability, ease of repair, style and design. For the competitors of the bathroom cabinet industry, the core value of the product is basically the same, but different in performance and quality. On the premise of meeting the basic needs of customers, enterprises should constantly innovate to meet the personalized needs of customers and create more business opportunities. To implement product differentiation for enterprises is to carry out targeted product development, production and sales according to the personalized needs of customers, so as to realize the differentiation of product use functions, meet the personalized needs of customers, and create the maximum benefits for customers in the realization. The manufacturer's own product differentiation can be further subdivided into:
(1) Sanitary ware cabinet industry performance differentiation. According to the different needs of customers for products, further segment the market to meet the personalized needs of customers.
(2) Differentiation of bathroom cabinet industry varieties. Use the difference in price fluctuation between different products for differentiated marketing. Pay close attention to market changes, seize the market opportunities, dynamically optimize the structure of sales varieties, and sell more high value-added products and phased high-priced products. This not only reduces the market pressure, but also achieves a better sales price and creates more variety benefits.
(3) the bathroom cabinet class industry norms are different. In order to meet the personalized needs of customers, but also to achieve the overall sales price increase.
(2), the bathroom cabinet industry market differentiation to win the "business opportunities"
The market differentiation of bathroom cabinet industry refers to the difference caused by specific market operation factors such as product sales conditions and sales environment, including the difference in sales price, distribution, market segmentation, consumption habits, etc. Segmentation the market, grasp the difference, enterprises can continue to expand the market share, to achieve better sales prices.
(3) "Seize" the business opportunities with the service differentiation of the bathroom cabinet industry
In order to serve customers better and more effectively, we carry out differentiated management of customers in the bathroom cabinet industry service, use key resources to match key customers, and effectively improve the service efficiency and service quality. Divide customers into VIP service customers and general service customers, establish VIP customer service team for VIP service customers, provide them with technology, business and after-sales service more-to-one service, and make joint regular return visits, understand the expectations and needs of customers, and provide the best quality service. For general service customers, regular response services are provided according to the service systems and procedures. At the same time, it pays attention to the personalized needs of customers and provides value-added services for downstream customers, so as to establish a "win-win" value chain between enterprises and downstream customers.
(4) To "seize" the business opportunities with the customer differentiation of the bathroom cabinet industry
Different dealers have different sales capabilities and different sales models. In view of this situation, the customers are evaluated, and on this basis, we conduct differentiated management of the customers, and give corresponding resource support to different customers. At the same time, according to the actual operation situation of different customers, such as operation mode, inventory, etc., targeted to guide and optimize the interaction, cooperation and communication of manufacturers, and jointly maintain the side of the bathroom cabinet industry market.
(V) "strive for" business opportunities by channel differentiation of bathroom cabinet industry
The competition of modern enterprises is no longer the competition between one enterprise and another enterprise, but the competition between one value chain and another value chain. Therefore, pay attention to the specific requirements of customers, by improving the competitive advantage of the buyer value chain, establish the competitive advantage (differentiation) of the whole value chain of channel customers, which is the essence of channel differentiation. It is a very important work of the enterprise sales department to identify the differences in the channels of the bathroom cabinet industry and to establish the sales channels suitable for the product characteristics and business conditions. While giving full play to the role of the main channel of agent sales, appropriately accelerate the development of direct sales channels. Strengthen cooperation with large end customers and manufacturers, establish multi-level, more competitive sales channels. At the same time, always pay attention to the changes of the futures market, make full use of the hedge function of the futures market, effectively avoid the risk of market price decline.
Nine, sanitary ware cabinet industry risk control analysis
(I) System risk analysis of the bathroom cabinet industry
As the domestic sanitary cabinet industry market demand level and the development of large, diversified projects, have a specific business field of high level of large and medium-sized project operation experience, is not only is one of the key factors of successful signing, but also guarantee for the specific project high quality engineering design, efficient organization engineering construction, the key factors to ensure the quality of engineering.
(2) Operation risks of the second industry of the bathroom cabinet industry
Entering the secondary industry and realizing diversified development, enterprises face insufficient resources and experience in new business areas, and even the shortage of relevant professionals, under great short-term development pressure; meanwhile, it is necessary to verify the synergistic effect with sanitary cabinet business.