Bathroom market status: "Products are fired, but profits are reduced."

The imitation of ceramic sanitary ware products is currently the most rampant in the imitating industry. The original product is less than two weeks old. Imitation products have appeared in other people's exhibition halls, so that consumers can hardly tell which one is counterfeit and which one is original. Make the original company very hurt. In addition to the problems of product originality, what is most detrimental is that many factors such as product prices, product reputation, product sales, etc. are all affected by plagiarism and counterfeit products, resulting in original companies not only failing to obtain due returns, but also providing generous dowry for others. . Where did the original product go?

The product is only to imitate the "fire" According to industry sources, at present in the ceramic sanitary ware industry, there is no one product that can completely avoid the industry imitating the magic hand, almost all the excellent products have been imitated magic hands abused and bruised. Several epoch-making products in the industry such as Travertine, Pilates, marble, stone, and wood-grained bricks are no exception. According to Dongpeng Ceramics related responsible person after the imitation of the hole in the stone, said reluctantly that the original gold life of the stone can reach 5 years or more, but the counterfeit wave is blowing more intense, leading to the life of the stone products shortened to 2 years.

Counterfeit companies are not fools. Not all new products will be counterfeited. Some products are tepid in the market. Counterfeit companies are indifferent, but if the products are popular with consumers, counterfeiting companies will be crazy. Influx. For instance, Pilates was launched in 2007 by the European sanitary ware bathroom. At that time, the brick pattern of Pilates products resembled the falling petals, and the petals were unrestrained. It was totally different from the monotonous and simple style of polished tiles at the time. People's eyes light up. When Pilates products were launched on the market, they were highly sought after by consumers. However, in 2008, when Pilates products were very popular, the products were imitated by many ceramic sanitary ware companies, some of them were bigger and more well-known, and some of them were privately owned. There was basically Pilates production. . At that time, about 80% to 90% of polished brick companies had Pilates products, and Pilates products accounted for a very high proportion of total corporate sales, generally accounting for 20% to 30% or even more of the company's total sales. According to analysis, the annual output of Pilates products in Foshan was about 1.8 billion yuan.

Imitation level "is simply a twin brother!"

The counterfeit products in the ceramic sanitary industry are very different from counterfeiting in other industries. If counterfeit products in other industries are closely observed and carefully compared, they can also distinguish between male and female. Such as the world's top luxury brand Louis Vuitton's handbags in the domestic copy of the goods are all streets, but the authentic Louis Vuitton handbags and cottage goods bag recognition, you will find that the current cottage products in the use of materials, manual, There is a gap between the colors and the genuine ones, and the service life of the fortress products cannot be compared with that of genuine ones. It is said that a large Louis Vuitton luggage was salvaged from the Titanic at the bottom of the sea. The inside of the trunk was impervious. The clothes and documents inside were still gorgeous. If it is replaced with a cottage product, the clothes inside the luggage are believed to have been soaked in seawater for nearly a hundred years.

However, this is not the case in the ceramic sanitary ware industry. There is no significant difference between the color and the genuine product of the ceramic sanitary ware industry, and the service life is not different. The quality of the product is almost the same. Industry sources told reporters that "imitation, cottage" and other words used in the ceramic sanitary ware products are not very accurate, with the "twin brothers" to describe more appropriate. The reporter compared the "Dongpeng" travertine with the travertine products produced by other ceramic sanitary ware companies. If you don't look at the corporate LOGO on the back of the tile, you can't really tell which piece is Dongpeng's authentic travertine. This is inseparable from the special characteristics of the ceramic sanitary ware industry. The production equipment and raw materials of the ceramic sanitary ware companies are provided by several upstream mechanical equipment and color enamel enterprises, resulting in ceramic sanitary ware companies being the same in terms of production technology and raw material quality. , And the product's color and style are prepared through the formulation of ceramic sanitary raw materials, so the homogeneity of the product is serious. “Technical innovations in the field of ceramic sanitary ware are like layered paper.” A senior ceramic sanitary engineer is introduced from a professional point of view. “Inorganic materials are formulated and the equipment can be accurately detected. Raw materials for ceramic sanitary ware are generally made of kaolin and limestone. The feldspars, etc., are mainly familiar with the ingredients in the industry, such as travertine, if you want to imitate, if you want to find a sample of travertine, you can detect the main components of travertine foam and easily replicate the exact same Travertine products."

Prices have plummeted. Industry professionals believe that imitation of other companies' products can save the cost of product R&D and marketing, and can also effectively avoid the market risks associated with new product promotion. Therefore, the price of counterfeit products is more competitive. The price of counterfeit goods has dropped, causing the price of innovative products to plummet. It is understood that at the time, after Dongmao was madly counterfeited, the export price of the product was reduced from the original US$14/square meter to US$9/square meter, a drop of 36%, and “Pilates” was encountered collectively in the industry. Later, the price of "Pilates" has also been declining, and some companies have even sold 30% off the original price to sell. Wu Shaomei, general manager of Sanying Sanitary, complained to reporters that the “high-temperature hand-painted pattern” technology independently developed by Sanying Sanitary Ware made the toilet bowl's pattern never fade, and its technology was officially granted to the National Intellectual Property Patent Office as early as March 2005. The invention patent accepted the certificate, but many “reverse-temperature hand-painted patterns” products were constantly appearing on the market, and the product price was very low, which seriously affected the genuine sales of Sanying Sanitary Ware. “One of our Sanying Sanitary Ware dealers sells a “high-temperature hand-painted pattern” toilet on the terminal market at a price of 3,000 yuan per item, but the “high temperature hand-painted pattern” cottage product also appears in the store next to our agent. The price is only 900 yuan, which has a serious impact on the sales of our products. At the same time, it disrupts consumers' understanding of the product and we are forced to adjust the price of the product accordingly."

The market conditions product fire, the profits dropped The current ceramic sanitary industry there is a strange phenomenon, a single company launched a new product is difficult to obtain breakthroughs in the industry, new products require the joint promotion of many companies in order to form the trend of the industry trend. For example, Dongpeng's Golden Flower Beige, after extensive imitation of the ceramic sanitary ware industry, made the Ceramic Bathroom Industry “a yellow” wonder; the Pisces of the European Sanitary porcelain sanitary ware was also after the industry’s imitative baptism, even the private throw factory The brand name should also be changed to "Pilates" to conform to the trend; and the marble of Jianyi Ceramics was more imitated after it was launched in 2009, resulting in full glazed marble that has attracted widespread attention in the industry. The year's overall sales increased by nearly 50% year-on-year. Although ceramic sanitary ware companies with product innovations are the victims of counterfeiting, these companies are both victims and beneficiaries. The victim is that the product's profit margins are squeezed, but the gains are the product sales have been greatly improved.

Wang Yong, chief marketing officer of Hongyu ceramic sanitary ware, believes that other people's counterfeiting of your products proves that your products are doing well and the quality of products is excellent, and they think differently, and others imitate them in disguised form to promote them. This is for products. The sales have a more positive effect. Wang Yong also stated that at present, the competition of ceramic sanitary ware companies has evolved from the original product competition to the service competition, and the differentiation of services is the core of enterprise competition. Therefore, as long as the services are done well, the profit space of innovative products will not be the same. Because of counterfeiting and too much fluctuation.