Bathroom hardware brand building

In the more than ten years of rapid growth in the sanitary ware industry, especially in recent years, the brand building of sanitary ware companies is not without a goal, but this brand road is not smooth for most sanitary ware companies.

The brand awareness of hardware and sanitary enterprises is still relatively early, and the desire for brand building is relatively strong. But unfortunately, most of the sanitary ware industry is small and medium sized enterprises. It is often not enough for brand building. However, the process of brand cultivation requires more financial resources to operate and maintain. A large amount of capital is invested in brand building, which has made many sanitary companies overwhelmed. In the era of rapid growth in real estate, sanitary ware companies can still maintain, but in the past one or two years, the rapid cooling of the real estate market has made sanitary ware companies in a difficult position, which has added to the company's brand building.

Because sanitary ware products are very clear to consumers, their properties and uses are very clear, and they do not need to do informative advertisements. Therefore, the sanitary ware industry prefers to use celebrity endorsements for brand promotion. At present, there are as many as 30 to 40 sanitary companies that employ brand spokespersons, including stars from the mainland and even Hong Kong and Taiwan. And more sanitary companies chose to advertise on the Internet. At present, there are many pop-up bathroom brand advertisements on the Internet, and even show up on some websites.

It has been three or four years since the company launched advertising and brand promotion through the Internet. Although this method has limited effectiveness, the price is relatively low.

The brand determines the value, whether the sanitary ware enterprise can be based on this competitive industry for a long time, the key lies in whether it can establish the brand value and brand communication concept. In fact, many growing sanitary ware companies have realized the importance of spreading the concept of brand value just because of poor communication methods and they have not achieved the expected results. At present, the main problems in the brand building of sanitary ware companies are the lack of brand communication concepts and the single means and methods of brand communication.

Many sanitary companies face the dilemma of "brand promotion is difficult to be effective." This is related to the fact that sanitary ware is a low-interest-related industry. Many consumers do not understand bathroom brands and do not pay attention. However, under this premise, the sanitary ware industry still has a vast space for promotion. Industry analysts believe that brand communication is no longer just advertising. In the past, the "company website + corporate album + image advertisement" model adopted by sanitary ware companies could no longer comply with the needs of the new situation and new markets. The role of this model is often only reflected in the investment promotion phase, but the significance of the sales cycle is not significant. Sanitary companies need to explore new methods of promotion and promotion.

In the brand building, some sanitary companies not only make a difference, but also "do" too much. The ubiquitous and repeatedly banned brand falsification in the sanitary industry has repeatedly been criticized.

Due to the quality problems of the national inspection-exempt products that have occurred in the food industry in recent years, especially the “Sanlu milk powder incident” in 2008, at present, “China Top Brand”, “China Famous Brand” and “National Inspection-free Products” have been cancelled, but Many businesses are still using these names as gimmicks. Some of these are just a few units united to make false brand promotion for themselves, while others are out for some money to buy a name back.

In this regard, some people in the industry lamented: "There is too much fake water. Some small sanitary ware factories do not exceed 50 million yuan in output value, and they dare to claim to be the "Top 500 Chinese brands." China has so many bathroom brands, How can a company that cannot reach a considerable scale become a top 500? These are false propaganda on the brand, and consumers are ignorant when they do not understand it. When it comes to the root causes of brand fraud, Zhang Lin, a consultant of the China Forest Product Industry Association, believes that At present, the sanitary ware industry is far from mature. It is still in the “spring and autumn period” of barbaric competition and small countries. Coupled with the lack of industry standards and inadequate supervision, some companies will be able to get their hands dirty.