I often hear insiders exclaim: the water in the bathroom industry is too deep! Indeed, bathroom enterprises are not as easy to operate as many people imagine. Leaving aside the long-standing dissatisfaction of international brands with Shuishi, in fact, its proportion in the overall market share is very small. Looking at domestic bathroom enterprises, whether it's real estate mixed brands with front stores and back factories, or regional brands that dominate the market, whether it's home appliance enterprises cross-border bathroom production, or professional national brands, "every household has a difficult experience", some are not profitable, and some are not doing well. What is the reason behind this,? The answer is definitely subjective and subjective.
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 called after-sales service. You can buy a piece of clothing and take it home, and buy a TV with at most one handling step, which is very simple. The opposite is true for bathroom products. After signing the contract, there is a complete production, logistics, and installation process, which is prone to errors and requires human and material resources. In fact, it is a crucial 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, ensure supply time, provide user information, and file complaints. These factors make the importance of the entire service support system incomparable to traditional industries. But 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 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 projects, 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 distributor direct salespersons, designer measurement, re measuring, to order confirmation; There is a long process from receiving, reviewing, and dismantling orders from 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, which shows 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 traditional product marketing generally includes sales management systems (sales personnel management, channel management, order management), marketing promotion systems (market research, promotional activities, new product launch, brand promotion), service support systems, and product development systems. These systems are needed 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 highlighted 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 business success or failure, which is very different from traditional industries. And display design is not just a part of the store, bathroom products and corporate culture occupy a very important part, and the layout of bathroom malls is diverse, it is difficult to rely on general decoration companies to do terminal store display design, let alone do a set of store image standards like the home appliance and clothing industries, dealers can follow suit. Brand bathroom enterprises need to have the ability to support the display design of "Ju" multi storefronts.
Bathroom is a new industry, and most practitioners are inexperienced. 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 and 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 all focused on household appliance marketing. This is the fundamental reason why bathroom enterprises cannot do well or not do well.