People in the circle often lament that the water in the bathroom industry is too deep! Indeed, the bathroom enterprises are far from as good as many people think. Let's not say that Shuishi, whose international brand has lasted for many years, is not satisfied. In fact, its share in the overall market share is very small. Look at the domestic sanitary enterprises, whether they are the real estate brands of the front stores and back factories, or the regional brands of the powerful side, whether they are the cross-border household appliance enterprises doing sanitary wares, or professional national brands, "every family has a hard to read experience", some are not making money, some are not making much. What's the reason? The answer must be different people.
Bathroom is an integrated product, customized product and engineering project, which determines that the service support system of bathroom 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 the money is called after-sales. You can buy a piece of clothing and carry it home. Buying a TV set plus a handling link at most is very simple. On the contrary, there is a complete production, logistics and installation process after signing the contract. This process is not only prone to errors, but also needs the guarantee of human and material resources. In fact, it is a very important part of the whole order implementation process.
Dealers need to have installation team, logistics and storage conditions, while manufacturers need to have the ability of product quality control, supply time assurance, user information and complaints, which leads to the importance of the whole service support system is not the same as that of traditional industries. But the current situation is: most of the bathroom manufacturers, including many brands, can't manage the end consumers at all, so that the user satisfaction rate of bathroom products is far lower than the level of traditional industries. Of course, there are many reasons for this. Users want businesses to complete part of their kitchen decoration projects, with relatively strict requirements for design, installation and delivery.
The order management of sanitary enterprises is very complex. There is a long process from the introduction of products by distributors and distributors, the measurement and re measurement by designers, to the confirmation of orders, from the reception, review and dismantling of orders by headquarters, to the feedback of product purchase and installation information. Every link is easy to make mistakes or delay, so order accuracy is a very important management index in the bathroom industry. Some large enterprises in the bathroom industry even separate order management from sales management and become a separate system, which shows how important order management is! Order management needs to be supported by 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 has sales management system (salesperson management, channel management, order management), marketing system (market research, promotion activities, new product listing, brand promotion), service support system and product development system. These system bathroom enterprises all need, but the connotation is very different.
Product development systems are not the same. The development of traditional products emphasizes the function, cost and price of products, while the development of bathroom products focuses on the appearance, style, style and culture of products. In addition, the integration concept is prominent in function. For the team who is accustomed to the traditional industry development process or modular division of labor, the development of bathroom is really difficult to understand.
The bathroom store is an integrated experience store. Its location, size and decoration image are the key to the success of the operation, which is quite different from the traditional industry. And display design is not only part of the market, bathroom products, corporate culture occupies a very important content, and the pattern of bathroom shopping malls is diverse, it is difficult to rely on general decoration companies to do terminal store display design, not like household appliances, clothing industry to do a set of store image standards, distributors can follow. Brand bathroom enterprises need to have the ability to support the display design of "huge" stores.
Bathroom is a new industry, most of the employees are new hands, but the core of the industry, such as direct sales, design, installation, etc., are professional posts. And the personnel of these positions can only be trained by the enterprise itself, which requires the bathroom brand enterprise to have strong training support ability.
It requires that enterprises have sufficient capital, talents, bosses or decision makers to have full understanding and insight into the industry, which is very difficult to achieve. In terms of capital and talents, the sanitary brands founded in grass-roots are often in short supply; few decision makers of enterprises know enough about the sanitary industry, and their heads are all home appliance marketing. This is the basic reason why the bathroom enterprises can't do well or not.
