In today's sanitary ware industry circle, taking the "bathroom" brand line seems to be a fashion! Do not believe that you go to the Foshan China Ceramic City or Yimei home near the world of sanitary ceramics, a considerable number of exhibition halls, what bathroom cabinets, showers, bathtubs, as well as faucets, toilets and other products are displayed; this is understandable in itself, from In theory, you can sell more products by placing more series! Ever since, it seems that companies that can tolerate “loneliness†and take the specialized brand line appear to be less and less! However, the question is: How many brands can be as good as Wrigley's sanitary ware and wave whales? I don't think it's right to take the "bathroom" brand line, but I think that taking this route is a trend, but the operation management inside is quite complicated and stressful!
Take the "bathroom" brand line or take the professional brand line, according to the status quo of each company, and must not blindly follow suit! Both routes have their own strengths! "Entire bathroom" brand line has a high requirement for the company's business scale strength, overall management level and marketing plan promotion ability, and the company's resource integration ability is stronger! It's not something you can do easily. And taking the specialized brand line, companies can concentrate on making certain products better, bigger and stronger, such as professional bathroom cabinets, Xin Hai Jia Lan and Gao Di these two brands do a very good job! Another example is the professional shower room category, Beit and Wallman these two brands do a very good job! Therefore, companies should seriously reflect on their own status quo to sum up, to see what kind of course they are suitable for.
When a company decides to take the "bathroom" brand line, it does not necessarily need to immediately equip all its products. Instead, it can adopt a "step-by-step extension of the product line," step by step, and a stable and steady business strategy. This will greatly increase the risk of business operations. reduce! It is true that the whole industry chain of sanitary ware industry in Guangdong is still quite perfect! For example, if you want to support ceramic sanitary ware, there are many manufacturers willing to bid for you in Chaozhou; you want to support leading hardware, to Kaiping to the same many manufacturers willing to help you brand. However, it is difficult to say whether it will be able to sell quickly. Here is a question that merges with each other and promotes your main product line and style! The difficulty of resource integration has increased! It is recommended to be cautious when doing product line extensions! For example, if you do a good job of bathroom cabinet products, you can consider showering room products. You can make ceramic sanitary ware well, and you can also consider bathroom cabinet or shower room products. Taking the fine production route and gradually extending the product line series is the best policy for the business!
A brand is already taking the “bathroom†brand line. All products are also supported, and the actual operation is not good. What good solutions are there at this time? The strategy is to do specific and comprehensive analysis, integrate and optimize various resources, including product resources, market resources and human resources. For example, you are supporting ceramic sanitary ware, but the actual sales of such products are less, and customer complaints after-sales service is more, then what should I do? It is best to give up ceramic sanitary ware products first, and optimize and integrate other products first! When ceramic ware products and other supporting problems can be fully resolved, it will not be late! Also, did your brand's software and hardware packaging work? For example, brand positioning planning, brand product line planning, brand VI and SI system design packaging; evaluation of exhibition window display effect! The brand's market customer group status also needs to make a concrete and practical assessment so as to optimize market customer resources! The overall status of the marketing team, including team combat effectiveness and cohesiveness, and the team's management standards must be carefully analyzed! Fully analyze the status quo, dig out its own advantages, optimize the allocation of a variety of beneficial resources, and avoid weaknesses! Will definitely get twice the result with half the effort!
Specific to the "bathroom" brand marketing, it is recommended that we must highlight the advantages of their own flagship products, with a large category of products to promote the sales of another major category of products. For example, your brand's main advantage product is the bathroom cabinet, you need to fully highlight the bathroom cabinet in the VI and SI terminal display, in the promotional mix strategy also focus on the bathroom cabinet, the formation of bathroom cabinet products, etc., other categories Product-assisted product strategy! In the terminal investment promotion work, it is best to increase the support and increase the attractiveness of investment promotion! Let distributors enter the big family of your brand management first! Focus on key markets; the greater the dealer's investment, the greater the support! Form an interactive and virtuous circle. Taking the whole bathroom route, the requirements for dealers have also been correspondingly improved, including business philosophy, certain capital investment, and network operating capabilities; this natural pre-investment promotion progress has no specialized product brand line. For example, I only produce and sell bathroom cabinet products. In some places, customers can sell more than a few sets of samples. However, taking the whole bathroom route does not work. There are certain requirements on the area of ​​the storefront and the display effect. ! At this time, doing market development and management planning requires more patience! For every development to a new customer, we must follow the service. Let it quickly generate sales and operating profits! Create a good word-of-mouth communication effect; point and face, step by step, from the network full bloom will not be far!
At present, there are companies that try the “no factory†brand marketing model for sanitary ware in China as a whole, but the overall results are not good! Because the "no factory" brand marketing model is essentially a "dumbbell" marketing model! That is, companies despise production, attach importance to marketing and technology research and development! However, the technical content of the sanitary ware industry itself is not high. It is indeed difficult to make major breakthroughs in technology research and development. There is a big breakthrough. The disorderly competition in the industry will also lead others to imitate! In this case, I do not advocate that all products of a brand be commissioned by others! Even if a boss is smart, he has found a lot of customers to run your brand through brand packaging, personal image promotion, and fellowship with the locals. However, if there is no follow-up product support and customer store profitability support, then the good situation is also Can only be temporary! The starting point for investment in sanitary products production lines is not high. For example, if you want to build a bathroom cabinet factory, about 1 million will be enough! At this time, it is better to be able to produce some products under your own control!
In the promotion and promotion of the terminal of the “Entire bathroom†brand market, I also do not advocate vigorous promotion from the actual situation. Because to do "bathroom" brand promotion requires great patience! No matter how anxious it is not to come! It takes a little bit of accumulation to increase! When your product lineup and display system is not yet perfect, when your corporate image and brand image have not been greatly improved and improved, you have invested heavily in investment promotion and image promotion. , but the brand reputation has not been significantly improved! The effect of investment is also greatly reduced! You are spending huge sums of money to invite international superstars to become spokesmen for the image; it is also a large-scale investment promotion conference during the Foshan Tao Fair, and the effect is not obvious. This is because the basic things in your brand haven't been completely straightened out yet, and you have to spend a lot of money to promote it. Knowledgeable people can only say that you are creative and have the courage to know; but it may also be a joke for laymen. My suggestion is that we must do our best to promote and publicize, and we must use limited marketing resources to encourage business people and support dealers. We must bundle with distributors for marketing. In this way, the effect will be better!
Take the "bathroom" brand line or take the professional brand line, according to the status quo of each company, and must not blindly follow suit! Both routes have their own strengths! "Entire bathroom" brand line has a high requirement for the company's business scale strength, overall management level and marketing plan promotion ability, and the company's resource integration ability is stronger! It's not something you can do easily. And taking the specialized brand line, companies can concentrate on making certain products better, bigger and stronger, such as professional bathroom cabinets, Xin Hai Jia Lan and Gao Di these two brands do a very good job! Another example is the professional shower room category, Beit and Wallman these two brands do a very good job! Therefore, companies should seriously reflect on their own status quo to sum up, to see what kind of course they are suitable for.
When a company decides to take the "bathroom" brand line, it does not necessarily need to immediately equip all its products. Instead, it can adopt a "step-by-step extension of the product line," step by step, and a stable and steady business strategy. This will greatly increase the risk of business operations. reduce! It is true that the whole industry chain of sanitary ware industry in Guangdong is still quite perfect! For example, if you want to support ceramic sanitary ware, there are many manufacturers willing to bid for you in Chaozhou; you want to support leading hardware, to Kaiping to the same many manufacturers willing to help you brand. However, it is difficult to say whether it will be able to sell quickly. Here is a question that merges with each other and promotes your main product line and style! The difficulty of resource integration has increased! It is recommended to be cautious when doing product line extensions! For example, if you do a good job of bathroom cabinet products, you can consider showering room products. You can make ceramic sanitary ware well, and you can also consider bathroom cabinet or shower room products. Taking the fine production route and gradually extending the product line series is the best policy for the business!
A brand is already taking the “bathroom†brand line. All products are also supported, and the actual operation is not good. What good solutions are there at this time? The strategy is to do specific and comprehensive analysis, integrate and optimize various resources, including product resources, market resources and human resources. For example, you are supporting ceramic sanitary ware, but the actual sales of such products are less, and customer complaints after-sales service is more, then what should I do? It is best to give up ceramic sanitary ware products first, and optimize and integrate other products first! When ceramic ware products and other supporting problems can be fully resolved, it will not be late! Also, did your brand's software and hardware packaging work? For example, brand positioning planning, brand product line planning, brand VI and SI system design packaging; evaluation of exhibition window display effect! The brand's market customer group status also needs to make a concrete and practical assessment so as to optimize market customer resources! The overall status of the marketing team, including team combat effectiveness and cohesiveness, and the team's management standards must be carefully analyzed! Fully analyze the status quo, dig out its own advantages, optimize the allocation of a variety of beneficial resources, and avoid weaknesses! Will definitely get twice the result with half the effort!
Specific to the "bathroom" brand marketing, it is recommended that we must highlight the advantages of their own flagship products, with a large category of products to promote the sales of another major category of products. For example, your brand's main advantage product is the bathroom cabinet, you need to fully highlight the bathroom cabinet in the VI and SI terminal display, in the promotional mix strategy also focus on the bathroom cabinet, the formation of bathroom cabinet products, etc., other categories Product-assisted product strategy! In the terminal investment promotion work, it is best to increase the support and increase the attractiveness of investment promotion! Let distributors enter the big family of your brand management first! Focus on key markets; the greater the dealer's investment, the greater the support! Form an interactive and virtuous circle. Taking the whole bathroom route, the requirements for dealers have also been correspondingly improved, including business philosophy, certain capital investment, and network operating capabilities; this natural pre-investment promotion progress has no specialized product brand line. For example, I only produce and sell bathroom cabinet products. In some places, customers can sell more than a few sets of samples. However, taking the whole bathroom route does not work. There are certain requirements on the area of ​​the storefront and the display effect. ! At this time, doing market development and management planning requires more patience! For every development to a new customer, we must follow the service. Let it quickly generate sales and operating profits! Create a good word-of-mouth communication effect; point and face, step by step, from the network full bloom will not be far!
At present, there are companies that try the “no factory†brand marketing model for sanitary ware in China as a whole, but the overall results are not good! Because the "no factory" brand marketing model is essentially a "dumbbell" marketing model! That is, companies despise production, attach importance to marketing and technology research and development! However, the technical content of the sanitary ware industry itself is not high. It is indeed difficult to make major breakthroughs in technology research and development. There is a big breakthrough. The disorderly competition in the industry will also lead others to imitate! In this case, I do not advocate that all products of a brand be commissioned by others! Even if a boss is smart, he has found a lot of customers to run your brand through brand packaging, personal image promotion, and fellowship with the locals. However, if there is no follow-up product support and customer store profitability support, then the good situation is also Can only be temporary! The starting point for investment in sanitary products production lines is not high. For example, if you want to build a bathroom cabinet factory, about 1 million will be enough! At this time, it is better to be able to produce some products under your own control!
In the promotion and promotion of the terminal of the “Entire bathroom†brand market, I also do not advocate vigorous promotion from the actual situation. Because to do "bathroom" brand promotion requires great patience! No matter how anxious it is not to come! It takes a little bit of accumulation to increase! When your product lineup and display system is not yet perfect, when your corporate image and brand image have not been greatly improved and improved, you have invested heavily in investment promotion and image promotion. , but the brand reputation has not been significantly improved! The effect of investment is also greatly reduced! You are spending huge sums of money to invite international superstars to become spokesmen for the image; it is also a large-scale investment promotion conference during the Foshan Tao Fair, and the effect is not obvious. This is because the basic things in your brand haven't been completely straightened out yet, and you have to spend a lot of money to promote it. Knowledgeable people can only say that you are creative and have the courage to know; but it may also be a joke for laymen. My suggestion is that we must do our best to promote and publicize, and we must use limited marketing resources to encourage business people and support dealers. We must bundle with distributors for marketing. In this way, the effect will be better!
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