People in the circle often sigh: the water in the bathroom industry is too deep! Indeed, sanitary enterprises are far from being as good as many people think. Let's not say that the international brand Shuishi, which has lasted for many years, is not convinced. In fact, its share in the overall market share is very small. Look at the domestic sanitary ware enterprises, whether they are the real estate brands of the front store and the rear factory, or the regional brands that dominate one side, whether it is the cross-border sanitary ware business of household appliance enterprises, or the professional national brands. What is the reason,? The answer must be that different people have different opinions.
Sanitary ware is an integrated product, customized product and engineering project, which determines that the service support system of sanitary ware enterprises is much more complex than that of traditional industries. For the traditional industry, all the sales process after the user signs the bill and pays for it is called after-sales. You can buy a piece of clothes and take it home. It is very simple to buy a TV set and add a transportation link at most. On the contrary, there is a complete production, logistics and installation process after the contract is signed. This process is not only error-prone, but also requires human and material resources to ensure. In fact, it is a very critical part of the entire order implementation process.
Dealers need to have installation teams, logistics and storage conditions, while manufacturers need to have the ability to control product quality, guarantee delivery time, user information and complaints, which leads to the importance of the whole service support system is not the same as that of traditional industries. However, the current situation is that most sanitary ware manufacturers, including many brands of sanitary ware, simply "ignore" the management of end consumers, so that the user satisfaction rate of sanitary ware products is far lower than the level of traditional industries. Of course, there are many reasons. Users hope that businesses will complete a part of their kitchen decoration projects and have relatively strict requirements on design, installation and delivery time.
The order management of sanitary ware enterprises is very complex. From the introduction of the product by the dealer's direct salesperson, the designer's measurement of the room, the re-measurement, to the confirmation of the order; There is a long process from receiving, reviewing and disassembling orders from the headquarters to product procurement and installation information feedback. Every link is prone to errors or delays, so order accuracy is a very important management indicator in the bathroom industry. Some large enterprises in the bathroom industry even separated order management from sales management and became a separate system, which shows how important order management is! Order management needs the support of information system or a large number of manpower, which is an insurmountable obstacle for many enterprises.
We know that the marketing of traditional products generally includes sales management system (salesperson management, channel management, order management), market promotion system (market research, promotional activities, new product launch, brand promotion), service support system, and product development system. These systems are needed by bathroom enterprises, but the connotation is very different.
The product development system is also different. The development of traditional products focuses on the function, cost and price of products, while the development of sanitary products focuses on the appearance, style, style and culture of products. In addition, the concept of integration is highlighted in terms of functions. For teams accustomed to the traditional industry development process or modular division of labor, the development of sanitary ware is really difficult to understand.
The bathroom store is an integrated experience store, and its location, size, and decoration image are the key to the success of the operation, which is quite different from the traditional industry. The display design is not only a part of the store, but also the bathroom products and corporate culture occupy a very important part, and the layout of the bathroom mall is diverse. It is difficult to rely on the general decoration company to do the display design of the terminal store, let alone do a set of store image standards like the household appliances and clothing industry, and dealers can do it. Brand bathroom enterprises need to have the ability to support the display design of "Ju" multiple storefronts.
Bathroom is a new industry, and most of the employees are new, but the core of the industry, such as direct sales, design and installation, are highly professional positions. The personnel in these positions can only be trained by the enterprise itself, which requires the bathroom brand enterprises to have strong training support capabilities.
It requires enterprises to have sufficient capital, talents, bosses or decision-makers to have full understanding and insight into the industry, which is very difficult to achieve. Grass-root bathroom brands are often short of capital and talents; As for the household appliance cross-border bathroom business, few enterprise decision-makers have enough knowledge of the bathroom industry, and the head is full of household appliance marketing. This is the fundamental reason why sanitary ware enterprises can't do well or not.