I often hear insiders exclaim that the water in the bathroom industry is too deep! Indeed, bathroom enterprises are not as easy to operate as many people imagine. Not to mention the fact that international brands have been dissatisfied with Shuishi for many years, in fact, its proportion in the overall market share is very small. Looking at domestic bathroom companies, whether they are real estate brands with front stores and rear factories, regional brands that dominate the market, home appliance companies that specialize in bathroom production across borders, or professional national brands, "every family has a difficult business", some do not make money, and some do not do it well. What is the reason behind this,? The answer must be that the benevolent see the benevolent, and the wise see the wise.
Bathroom is an integrated product, customized product, and engineering project, which determines that the service support system for bathroom enterprises is much more complex than traditional industries. For traditional industries, the entire sales process after users sign and pay is referred to as after-sales. You can buy a piece of clothing and take it home. Buying a TV set, coupled with at most one transportation process, is very simple. On the contrary, the bathroom has a complete production, logistics, and installation process after signing the contract. This process is prone to errors and requires human and material resources to ensure, which is actually a crucial part of the entire order implementation process.
Distributors need to have installation teams, logistics, and storage conditions, while manufacturers need to have the ability to control product quality, ensure supply time, provide user information, and make complaints. These factors make the importance of the entire service support system incomparable compared to traditional industries. However, the current situation is that most bathroom manufacturers, including many brand bathrooms, simply do not pay attention to the management of end consumers, resulting in a user satisfaction rate of bathroom products that is far lower than the level of traditional industries. Of course, the reasons for this are multifaceted. Users hope that merchants can complete a part of their kitchen renovation project, with relatively strict requirements for design, installation, and delivery time.
The order management of bathroom enterprises is very complex. From the introduction of products by the distributor's direct salesperson, the measurement of the designer's 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 providing feedback on product procurement and installation information. Every step 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 have even separated order management from sales management and become a separate system, demonstrating how important order management is! Order management requires the support of information systems or a large amount of manual labor, which is an insurmountable obstacle for many enterprises.
We know that the marketing of traditional products generally includes sales management systems (sales personnel management, channel management, order management), market promotion systems (market research, promotional activities, new product launch, brand promotion), service support systems, and product development systems. These systems are required by bathroom enterprises, but their connotations are very different.
The product development system is also different. The development of traditional products emphasizes the functionality, cost, and price of the product, while the development of bathroom products focuses on the appearance, style, style, and culture of the product. In addition, the concept of integration is prominent in terms of functionality. For teams accustomed to traditional industry development processes or modular division of labor, bathroom development is difficult to understand.
The bathroom storefront is an integrated experience store, and its location, size, and decoration image are the key to success or failure in business, which is vastly different from traditional industries. And display design is not only a part of the store, bathroom products and corporate culture occupy a very important content, and the layout of bathroom shopping malls is diverse, making it difficult to rely on general decoration companies to do terminal store display design, let alone create a set of store image standards like the home appliance and clothing industries. Distributors can follow suit. Brand bathroom enterprises need to have the ability to support the display design of "Ju" multiple storefronts.
Bathroom is a new industry, with most employees being novices. However, the core positions in the industry, such as direct sales, design, and installation, are highly specialized. And the personnel in these positions can only be trained by the enterprise itself, which requires bathroom brand enterprises to have strong training support capabilities.
It requires enterprises to have sufficient capital, talent, and bosses or decision-makers to have sufficient understanding and insight into the industry, which is difficult to achieve. Grassroots bathroom brands often struggle with capital and talent; There are not many decision-makers in the household appliance industry who have a sufficient understanding of the bathroom industry, and their minds are full of household appliance marketing. This is the fundamental reason why bathroom enterprises are not doing well or not doing well.