Background: On December 20, 2013, the China Building Decoration Association Kitchen and Bathroom Engineering Committee held the 2013 Industry Seminar at Beijing Shunjing Hot Spring Hotel to meticulously interpret and discuss the private economy development and kitchen and bathroom industry changes in the next decade. And conducted in-depth discussions on how to bring into play the advantages of industry resources and the pattern of innovation and sustainable development.
In 2013, the kitchen and bathroom industry has experienced the suspicion of quality turmoil and bathed the company's aura. The kitchen and bathroom products are still the leader in home e-commerce. Some companies are reorganizing and reorganizing, and new products are constantly refreshing consumers' expectations. What kind of situation will the kitchen and toilet industry ushered in in 2014? What is the future trend of kitchen and bathroom products? Let's find the answer from the analysis and discussion of the experts.
1. Speeding up the aging process
â—Zhao Xiaozheng, expert of the Senior Residential Area Expert Committee of China Real Estate Association
Quotations: "China's aging is developing very fast. Now the number of elderly people over the age of 60 has exceeded 200 million by the end of this year. By 2050, it will reach its peak and will reach more than 400 million elderly people."
In combination with this situation, the Chinese government will have to provide public retirement places and services in the future. Through the community-core senior institutions, it will provide on-site services to surrounding residential and residential areas, so that the elderly can receive services from the institutions, thereby reducing the huge number of only children. Pension pressure. Among the old-age facilities, the space that deserves attention is the bathroom. The daily cleaning and health care of the elderly depends on the bathroom facilities, so there will be great business opportunities for the future sanitary ware to enter the elderly market.
The aging renovation of the bathroom space includes: the bathroom door can be made into two-way opening or sliding door to prevent the elderly from fainting and unable to call for help; U-shaped or L-shaped handrails are arranged on both sides of the toilet to solve the problem of squatting of the elderly; Set to hollow, convenient for the elderly to enter the wheelchair; the bathroom floor is laid with anti-slip floor tiles; the scale of the bathing space is convenient for the elderly to stretch, reserve the operating space of the nursing staff; to achieve dry and wet separation, set waterproof socket...
2. The protection of the room is hot. The assembled bathroom solution is coming!
â— Yang Jiaxuan, Director of the Standardization and Informationization Division of the Beijing Housing Security Office
Quotations: “Each home furnishing company has its own advantages. How can these advantages be integrated to provide a holistic solution for the protection of housing? In the industrial implementation project, the focus is on the indoor filling body, that is, The interior assembly-style decoration mode, in addition, can be more imaged on the drawings during the design phase, and the details are optimized during the implementation process, thereby reducing the maintenance cost.
Today, the finished hardcover house has become the mainstream trend, and the tooling channel has become a "place for military strategists." The mode of cooperation with home furnishing companies is no longer to provide a single product linearly, but the overall assembly plan and products of the entire space. The single bathtub and toilet will no longer be popular in the market. The overall bathroom matching solution covers the series of products from the toilet, bathtub, shower, shower room, etc., and can be personalized in terms of color, material, shape and other details. Customized mode. The bathroom can also be integrated into the overall home decoration style, avoiding the embarrassment of customers running the market for a single suitable product.
3. Solving energy consumption Energy-saving low-carbon products are more popular
â—Li Bingren, President of China Building Decoration Association
Quotations: "Severe environmental pollution is also a heavy price brought about by economic development for more than 30 years, but this cost has to be solved by means of a solution. Therefore, the energy conservation and environmental protection industry is definitely the development direction. The same is true for our household products. Currently, the government In addition to public services, market regulation, and social management, it also adds an environmental protection function, indicating that environmental protection is now highly valued."
Health and water conservation are a theme of the bathroom revolution for many years. In the building materials market, we can often see that the major bathroom brands have produced such slogans. From bathtubs to toilets to urinals, all parts and places that can be antibacterial, antifouling and water-saving are undergoing technological changes. I believe that such products can better cater to the psychology of consumers, and the sanitary products with both antibacterial and water-saving functions will be more outstanding.
4. Urban and rural integration More kitchen and bathroom enterprises will enter the third and fourth tier cities
â—Li Bingren, President of China Building Decoration Association
Quotations: "The Third Plenary Session of the 18th Central Committee emphasizes the construction of urban and rural integration. To turn citizens into citizens, we must use the modern cabinets and sanitary wares we produce. The key reform direction decided by the Central Urbanization Conference is to vigorously develop small towns. Expanding small and medium-sized cities and restricting megacities, everyone can look forward to medium-sized cities and their small cities, but at the same time, large cities must reserve a certain share."
Judging from the current competitive situation of the whole home industry, the first and second level kitchen and bathroom market is already in a relatively saturated state, and with the acceleration of urbanization and the improvement of channel construction, the kitchen and bathroom market is welcoming the consumption upgrade period. There is no limit to the growth potential. Instead of smashing the head to compete for the share of the first-tier cities, it is better to deepen the channels in the vertical direction and occupy the urban and rural market highlands as soon as possible.
5. Digital and interactive marketing makes online shopping easier
â—Jia Feng, President of Huanian Home
Quotations: "We must strengthen the influence and voice of the market terminal, and reduce the dependence on traditional stores. E-commerce is not equal to Tmall. The influence of e-commerce and network on the whole home industry is continuous. How to use information technology in the future? The in-depth application of the Internet can promote service and interaction with customers and consumers, which is also an important issue in the channel."
â— Kbbln President Cai
Quotations: "For example, Xiaomi mobile phone, this year is expected to increase sales to 30 billion, very simple, a new era of social media is coming. Careful summary of Xiaomi mobile phone is four sentences, all products are from customers, customers are products, services are Marketing, products are sales, products can speak, exceed the customer's imagination, let customers become hardcore fans, let fans spread, graft the wings of social media, you may fly. "
Microfilm, blockbuster, celebrity endorsement, celebrity title, use WeChat, APP to spread communication, microblog topic planning, stationed in e-commerce platform... Home furnishing companies are now able to play digital, interactive marketing, emerging media Carriers and social software are emerging one after another, which has also accelerated the speed at which companies can switch marketing ideas. In the future, kitchen and bathroom enterprises will rely on traditional channels, rely on stores, and rely on e-commerce giants to become less and less, develop new channels for their own e-commerce, and conduct interactive marketing. In time, the sales miracle of kitchen and bathroom enterprises will not only appear on the Tmall platform, but consumers will also be more relaxed and convenient to purchase kitchen and bathroom products online.
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