I often hear insiders sigh: the water in the bathroom industry is too deep! Indeed, the bathroom company is far from being as easy to do as many people think. Not to mention that international brands have been dissatisfied for many years, in fact, they account for a very small proportion of the overall market share. Take a look at the domestic bathroom enterprises, whether it is the real estate miscellaneous brand of the front store and the back factory, or the regional brand that dominates the party, whether it is the cross-border bathroom of household appliance enterprises, or the professional national brand, "every family has a difficult scripture", some are not profitable, and some are not big. What is the reason for this? The answer is definitely the opinion of the benevolent and the wise.

Sanitary ware is an integrated product, customized products, and engineering projects, which determines that the service support system of sanitary ware enterprises is much more complex than that of traditional industries. For the traditional industry, all the sales process after the user signs the bill and pays the money is called after-sales, you buy a piece of clothing and take it home, buy a TV at most plus a handling link, very simple. On the contrary, after signing the contract, there is a complete production, logistics and installation process, which is not only prone to errors, but also requires manpower and material resources to guarantee, which is actually a very critical part of the entire order implementation process.

Dealers need to have installation teams, logistics and warehousing conditions, and manufacturers need to have product quality control, delivery time assurance, user information and complaint capabilities, which leads to the importance of the entire service support system compared with traditional industries. But the status quo is: most of the bathroom manufacturers, including many brands of sanitary ware, do not take care of the management of end consumers at all, so that the customer satisfaction rate of sanitary ware products is far lower than the level of traditional industries. Of course, there are many reasons for this. Users expect businesses to complete part of their kitchen renovation projects, and there are relatively strict requirements for design, installation, and delivery.

Order management for sanitary ware companies is very complex. From the distributor's direct salesman to introduce the product, the designer to measure the room, the ruler, to the order confirmation; There is a long process from the headquarters to receive, review, and split orders, to product procurement and installation information feedback. Every link is prone to errors or delays, so the accuracy of orders is a very important management indicator in the sanitary ware industry. Some large enterprises in the bathroom industry have even separated order management from sales management and become a separate system, which shows how important order management is! Order management needs to be supported by information systems or a large number of manual labor, which is an insurmountable obstacle for many enterprises.

We know that the marketing of traditional products generally has a sales management system (sales staff management, channel management, order management), marketing system (market research, promotional activities, new product launch, brand promotion), service support system, and product development system. These systems are needed by sanitary ware companies, but the connotations are very different.

The product development system is not the same. The development of traditional products emphasizes the function, cost and price of the product, while the development of bathroom products focuses on the appearance, style, style and culture of the product, and the integration concept is prominent in terms of function. For teams accustomed to traditional industry development processes or modular division of labor, the development of sanitary ware is really difficult to understand.

The bathroom store is an integrated experience store, and its location, size, and decoration image are the key to the success or failure of the operation, which is very different from the traditional industry. The display design is not only the part of the store, bathroom products, corporate culture occupies a very important content, and the pattern of the bathroom shopping mall is varied, it is difficult to rely on the general decoration company to do the display design of the terminal store, not to mention the home appliances, clothing industry to do a set of store image standards, dealers can do it. Brand bathroom enterprises need to have the ability to support the display design of "giant" stores.

Sanitary ware is a new industry, most of the employees are new, but the core of the industry direct sales, design, installation, etc. are quite professional positions. The personnel of these positions can only be trained by the enterprises themselves, which requires the sanitary ware brand enterprises to have strong training and support capabilities.

It requires sufficient capital, talent, bosses or decision-makers to have sufficient understanding and insight into the industry, which is difficult to do. Grassroots bathroom brands are often stretched thin in terms of capital and talents; Household appliances are cross-border in the bathroom, and there are few enterprise decision-makers who have enough understanding of the bathroom industry, and their heads are all home appliance marketing. This is the fundamental reason why sanitary ware companies do not do well and do not do much.