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For a long time, China's high-end sanitary ware market has been divided equally between the US and Japanese brands. However, since the implementation of the new national standard in the sanitary ware industry in May last year, this pattern is quietly changing. The sudden emergence of European brands has aroused widespread concern in the industry.
A few days ago, the German brand Leyi, whose products reached the new national standard, announced in Beijing that after 10 years of dedicated operation in China, it has fully met the challenges of challenging American brands represented by Kohler and Japanese brands represented by TOTO. It will exert full force on retail and construction terminals and strive for a larger share in the high-end sanitary ware market.
Industry insiders and related experts believe that Leyi's high profile “sword†has caused a drastic change in the high-end sanitary ware market in China, and the pattern of “three contenders for hegemony†in the American, Japanese and European brands has begun to take shape.
High-end market Cheng Yang brand in the world In recent years, with people's requirements for product environmental protection, fashion, safety and other aspects of the increase in the general family and the emergence of "one family more than one", China's sanitary products market ushered in rapid growth. According to statistics, in 2005 China's sanitary terminal market sales of about 10 billion yuan in 2008 the total sales of the bathroom market is expected to reach 17.2 billion yuan. The Asian Ceramics magazine published by London estimates that in recent years, the demand for bathroom facilities in China will reach 44 million, while the United States has only 35 million, which means that China will surpass the United States and become the world's largest consumer market for sanitary products.
It is precisely this kind of growth potential in China's sanitary ware market that overseas brands have increased their marketing and promotion efforts in China. The profits of high-end sanitary ware products are far higher than those of low-end products, and thus they have become the main battlefield for overseas brand competition. They have used powerful financial strength and high brand awareness to almost swept the high-end sanitary ware market in China and adopted various measures to grab ** Product market share. Among them, American brands represented by Kohler and Japanese brands represented by TOTO entered the Chinese market earlier, and thus seized the initiative. These brands not only transported products to the Chinese market, but also invested in factories in China to achieve production. The localization of sales, to reduce the low production costs of domestic products caused by the **.
The European brand represented by Germany’s Leyi is a rising technology leader in recent years. Leyi is located in Beijing's R&D and production center, with a total investment of 132 million U.S. dollars. All production equipment comes from Germany. The high-pressure injection molding technology adopted by the company is the leading level in the industry. After 10 years of hard work in the Chinese market, Leyi’s advantages in production equipment, capital, brand, product design and other aspects are gradually reflected. In particular, it has achieved breakthrough success in the technology that changed the traditional way of European products, and began to implement the United States. Department, Japanese high-end brand market to seize. For a time, China's high-end sanitary ware market has undergone catastrophic changes. American, Japanese and European brands have represented each other. The pattern of "three males competing for hegemony" has taken shape.
Industry veterans believe that the Chinese market is unmatched by any other market in the world. For high-end sanitary ware products, the demand in the Chinese market is about 10 times that of other markets. With such a huge temptation, it can be predicted that the competition for foreign brands in the high-end market in China will intensify.
The new national standard led to the reshuffle of the industry. The national standard GB6952-2005 “Sanitary Ceramics†jointly issued by the General Administration of Quality Supervision, Inspection and Quarantine and the National Standardization Administration Committee was formally implemented. The new standard imposes mandatory regulations on the water seal depth, water seal surface area, water consumption, water seal recovery and other supporting requirements of toilets and the anti-siphon function of the flushing device. The products whose standards do not meet the requirements will be withdrawn. Sales Market.
It is understood that in recent years, the demand for sanitary facilities in China will reach 44 million, while the United States has only 35 million, and China will become the world's largest consumer market for sanitary products. Another statistic shows that the demand for the high-end sanitary ware market in China is about 10 times that of other markets. Under such a huge temptation, the competition for foreign brands in the high-end market in China has kicked off.