Due to
the brand attributes, product connotation, added value, after-sales service
and other aspects of sanitary
ware are considered to be quite close to the home appliance
industry, it is often used to compare with
the home appliance industry. In recent years, the
sanitary industry has begun to absorb more and more
advanced marketing concepts and practices of
other industries, such as home appliances, mainly in the
following aspects:
1.
From the perspective of the degree of participation, there are
more and more enterprises
participating in the end-user advertising. From the perspective of the
direction of advertising,
more and more attention is paid to the advertising for the end-user, from
industry magazines,
newspapers to various home fashion magazines, from giant outdoor posters beside the
airport road
to TV advertisements, while TV advertisements are more from With the promotion of local TV
stations to CCTV, the content of advertisements is increasing. All sanitary brands hope to guide
and
cultivate consumers' cognition and acceptance of their sanitary products through
advertising to
target audiences.
2. After sales service has become a more and
more important card for
bathroom manufacturers compared with the after-sales service that has been
done in place in the
electronic industry. The after-sales service provided by domestic bathroom
manufacturers has just begun,
and there is still a lot of room to learn from the home appliance
industry. At present, the after-sales
service of domestic sanitary brand depends on dealers'
self-control, so the service level is uneven.
Most bathroom brands only stay at the level of
traditional commodity sales, and the concept of service is
just to help installation and
maintenance, so-called "after-sales service", which has no shape
A complete and mature
service marketing system is far from enough for bathroom, a professional household
product. From
shopping guide to installation to maintenance, it is not familiar to ordinary consumers and
can be
completed by themselves. As the bathroom products become more intelligent, the technical structure
is more and more complex, and the supporting and innovation of services are more important. It can
be
predicted that the era of service economy has come, and service will become a sign of the
maturity of the
bathroom market. Throughout today's bathroom market, who has the service, who
can provide more added
value for consumers, who will become the real king of the market.
3. More and more
professional managers are identifying with the development space
of the bathroom industry, and more and
more manufacturers are also increasingly identifying with
the value brought by the cross industry
professional managers, which can not be replaced by
empiricism. In recent years, senior managers have
appeared in some bathroom brands The strategic
arrangement in which the professional managers from other
industries work side by side. Paying
attention to training is also a potential demand for bathroom
products. The specialization and
humanization of bathroom products make this kind of training very
necessary. In recent years, some
large factories will invite training consultants to carry out internal
marketing practical
training. On the other hand, the high cultural connotation of bathroom products also
determines
the higher requirements for dealers. At present, the customer groups of bathroom dealers are
relatively wall tile dealers For the group, the education level should be higher, more delicate
and
professional. And the learning awareness of dealers has also been greatly improved.
