Ceramic bathroom into the era of group purchase

As the world's largest sanitary kitchen market, China is currently experiencing increasingly fierce competition in the domestic sanitary ware market. With the constant penetration of electronic information, consumers’ new consumption points have risen. In the future, the network marketing market is mainly consumer groups after 80 and 90. After 80 and 90 people live in a society with rapid development of network information. This kind of living environment also allows them to have a new perspective on shopping and consumption. In the face of new consumer forces, the sanitary ware industry must have corresponding strategies, both from marketing and product design.

Into the new era of group purchase factors, gave birth to the bathroom business transformation: raw material prices, higher logistics costs, labor costs and other rising prices, under the influence of many factors, sanitary ware companies have entered a high-cost era. Although the price increase can ease the impact of these factors, but this is not a perfect solution to promote the traditional channel changes, into the field of group purchase, has become a new outlet for bathroom companies. Online group purchase and offline group purchase have also become one of the hot topics in the bathroom industry.

Therefore, the daily "Hundred Thousand Regimental Wars" has been favored by many consumers. It is understood that the number of Chinese group purchase users reached 64.65 million, an annual growth of up to 244.8% - June 9, the author in Baidu enter the keyword "home buying", the page displayed up to 33.5 million, the market is hot and evident. As a result, the bathroom distributors faced competition from their peers, but they also bought more customers to buy. Often, group purchases would take passengers away one step ahead of the store's activities. This intensified the benign and vicious competition in the market.

Group buying network grabbed the beach home market The traditional stores are worried that the most keen marketing initiatives of group buying websites are to hold exhibitions one after another. "In addition to buying products on the Internet under the guise of our brand inside the store, the group buying website also sent staff directly to our shopping malls. We used the home building materials brand to jointly hold the exhibition as a guise and took away our customers." The marketing department of a home building material store in Zhengzhou is responsible for it. Mr. Cao is miserable.

An analysis of the merchants in a store in Zhengzhou said that it is conservatively estimated that the business area of ​​the Zhengzhou home building materials store now has more than 2 million square meters and the competition is fierce. However, rental fees, renovation costs, labor costs, and other costs, can not be less. Now that the group buying website has also delivered the home market, the pressure on traditional shopping malls is self-evident.

In the case of Mr. Wang, a well-known cabinet brand marketing manager, some group buying sites are mixed. "They are not our strategic cooperation units at all. We have not participated in the activities organized by them. However, they have been advertising through the Internet or doing Baidu promotion through our brand effect, and they have conducted marketing activities under the Internet."

Mr. Zhang, the head of a bathroom brand, told reporters that the chaos on the group-buying website began in 2010, but it was just that everyone had not realized it before. The unscrupulous group buying website collects well-known home building materials brands through search engines, and then links to their websites without brand approval.

In July last year, a group buying website promoted on the Internet: Hong Kong brand furniture participated in group buying activities. However, on the day before the event, several members of the website went to the brand-name furniture chain and found out that the brand did not participate in the event at all, that is, the site did not enjoy low-price concessions.

Group purchase is an inevitable trend. Businesses will huddle and warm up to "win together"

Experts in the industry believe that it is an inevitable trend for group purchase websites to enter the home market. It is also a good thing to promote traditional shopping malls to innovate business models, promote sustainable development of the industry, and enhance the quality of life of modern people.

Group-buying websites can take advantage of the traditional store’s strong credibility, deep culture, intuitive experience, and complete after-sales service system, and cooperate with traditional home building materials stores to increase consumers’ trust and recognition of group purchase websites.

Zhong Yuan, the person in charge of the Zhongyuan Furniture Industry Service Center, said that the current development of the group buying website is not yet mature and it needs to be promoted through the traditional way.

The traditional home building materials stores can use the advantages of modern technology, distribution methods, convenient features, low operating costs, and high cost-effectiveness of the group purchase website, and cooperation with group purchase websites to comply with consumer demand for modernization and informatization.

In another situation, traditional stores can establish their own group buying websites. For example, the People’s Square in Central Plains in southwestern Zhengzhou has established its own online mall marketplace. On the contrary, the group purchase website can also build or lease a store, adopt a combination of online and offline, attract consumers' attention.

Therefore, the relationship between traditional home building materials stores and group buying websites is not entirely competition, and there is also a limitless space for cooperation.