For most health enterprises, export has now become tasteless and a pity to abandon, and with the continuous deterioration of export situation, the survival of export-oriented bathroom enterprises will be more difficult. It can be said that if export-oriented sanitary ware enterprises immediately turn to domestic sales, they will probably gain great development space; If you don’t turn, you are likely to die.
A few years ago, due to the blocked export and the strong rise of the domestic market, the voice of the bathroom industry’s export to domestic sales was endless. However, since the implementation of the real estate control policy in 2010, the development of the domestic sanitary ware market has slowed down, so many export enterprises that want to switch to domestic sales are undecided, wondering whether it is the right time to return to the domestic market at this time. In fact, with the turning point of the domestic bathroom market coming, 2012 is likely to be a golden node for export enterprises to turn to domestic sales.
Domestic sales failure is mostly due to lack of determination.
Five years ago, many domestic enterprises were eager to try; Two years ago, export enterprises were cautious, although they were excited. Now, the topic of exporting to domestic sales has rarely been mentioned, and most export enterprises have insufficient confidence in exporting to domestic sales.
The person in charge of a bathroom export enterprise in Foshan, Guangdong told the author that the bathroom export business has become more and more difficult in recent years. The orders they received are basically from old customers, and it is difficult for new customers to develop, and the old customers are declining regardless of the order quantity or the profit of a single product. Even so, there are still very few enterprises in Foshan that dare to sell domestically, especially in the last year or so, export enterprises are afraid to sell domestically.
It is understood that sanitary ware export enterprises dare not start the domestic market easily, except because of the current domestic market depression, there is another important reason: many enterprises have had the experience of turning to domestic sales, but they are all unsuccessful. In fact, the sight of export enterprises has never left the domestic market. When the domestic market was booming, many export enterprises tried to switch to domestic sales, but except for a few enterprises such as Zhongyu and Lisa, most of them failed. These experiences make enterprises more cautious and even afraid of transferring to domestic sales.
In fact, over 80% of sanitary ware enterprises that failed to sell domestically have one thing in common, that is, insufficient determination. In the past, most enterprises turned to domestic sales only as an attempt, but did not pay enough attention to it. From export to domestic sales, they still use the same products, the same team and the same business strategy. Even the expansion of channels is just a show in some exhibitions, and dealers recruit one after another and never maintain it. If you do this, you will not fail.
In this regard, some enterprises disagree, thinking that they have invested a lot of money in domestic sales, but the results are equally unsuccessful. However, more capital investment does not mean enough determination. Although some enterprises have invested a lot of money, they lack a long-term and steady development plan, which is scattered and random, so it is difficult to form a stable effect, which is also one of the manifestations of lack of determination.
At the same time, due to large investment, some enterprises often fall into a radical misunderstanding, thinking that large investment means large output, requiring domestic sales to form a scale quickly. As a result, the production capacity and personnel are in place, but the channels and brands have not kept up, and all links are seriously unbalanced, and the final effect is naturally unsatisfactory. We must know that the advantages and core of production enterprises lie in production and products, not channel expansion. Without the support of professional investment institutions, it is difficult for enterprises to develop channels quickly by their own strength.
Of course, making up your mind to turn to domestic sales does not mean separating from exports. Judging from the current development of the industry, it is the most ideal development state for enterprises to pay equal attention to both export and domestic sales. However, if enterprises want to develop the domestic sales market, they must make up their minds, and they must not be quick and quick, but should make a long-term development plan and treat domestic sales as a career.
At this time, it is not too late to turn to domestic sales.
Nowadays, sanitary ware export enterprises are most concerned about two issues: first, the competition in the domestic market has become increasingly fierce. Is it too late to switch to domestic sales? Second, the domestic market is depressed recently. Is it the right time to switch to domestic sales at this time?
In my opinion, it is not too late to export to domestic sales in 2012, but also a golden node.
First, from the long-term trend, it is a foregone conclusion that the export market is weak, but the general trend of the vigorous development of the domestic market will not change because of the temporary recession. At present, there is still huge rigid demand in the domestic housing market, which means that the market potential of the bathroom industry is very considerable.
Secondly, from the perspective of local markets, the depression of domestic sanitary ware market is not absolute. Compared with first-tier cities and coastal second-tier cities, inland second-and third-tier cities are showing vigorous development momentum. For export enterprises, because their brands are relatively weak in the domestic market, inland second-and third-tier cities are the most suitable areas for them to cut into the domestic market and change and develop.
Third, judging from the situation of the property market, since the first quarter of this year, the real estate trading market in many places across the country has shown signs of recovery, which is undoubtedly a major positive for export enterprises that want to switch to domestic sales, because dealers will be more motivated to find brand agents and bear less pressure.
Fourthly, from the time point of view, there is still about one year left in the winter of the bathroom market, and 2012 is very likely to be a turning point to determine the development trend in the next five to ten years. At this time, it is the best time for export enterprises to build channels and lay a foundation in China.
Fifth, the brand concentration of sanitary ware industry is low. Although some international brands and domestic first-line brands have high popularity and great influence, they have not yet formed an absolute dominant position, and there is still great room for development for export-oriented domestic enterprises.
For most health enterprises, export has now become tasteless and a pity to abandon, and with the continuous deterioration of the export situation, the survival of export enterprises will be more difficult. It can be said that there is still a lot of room for development for export enterprises to turn to domestic sales, otherwise it is likely to be a dead end.
The key to domestic sales lies in channels.
What is the key to domestic sales? Some say it’s a product, some say it’s a team, some say it’s a channel, and some say it’s a service. In fact, as long as the enterprise is determined and willing to invest, product adjustment, team formation and service follow-up are not big problems. For most export enterprises, the biggest problem is to build a complete and high-quality sales channel.
At present, the efficiency of sanitary ware enterprises in attracting investment in China is relatively low. The ways for most enterprises to expand domestic channels are nothing more than participating in large-scale exhibitions such as Shanghai Kitchen and Bathroom Exhibition, placing advertisements on online media such as Baidu, and sending a small number of salesmen for ground promotion. Among these three ways, large-scale exhibition is more like a stage for domestic famous brands to display their brands; The advantages of online media tend to be B2C brand promotion, and the investment promotion effect is also lacking.
Relatively speaking, most enterprises are more keen to send salesmen to attract investment, but this method also has shortcomings: First, it takes a lot of time and costs a lot; Second, it relies heavily on the quality of salesmen, which smacks of "depending on the weather" and the actual effect is difficult to guarantee.
In recent years, some sanitary ware enterprises have begun to enrich the ways of attracting investment, such as promoting in professional magazines and actively participating in some professional exhibitions and local exhibitions. In addition, some enlightened enterprises began to look for professional investment institutions and teams, and entrusted the whole investment promotion work to professional institutions.
According to insiders, this kind of trusteeship investment promotion form only rose in the bathroom industry in the last year or two. At first, most enterprises had doubts about it and only conducted tentative cooperation. However, in cabinets, wardrobes, stairs and other industries, this outsourcing trusteeship investment form has been widely promoted, and the effect is very outstanding.
Compared with enterprises’ independent investment promotion, entrusting professional institutions to attract investment has many benefits. First of all, enterprises have limited power and resources to attract investment, while professional institutions are more powerful and efficient in attracting investment; Secondly, enterprises can concentrate on product research and development and production, as well as support and guidance to dealers, and have more advantages in professionalism and building core competitiveness. With the prominence of these benefits, it is believed that more and more health enterprises will choose this form of investment promotion.
There is a famous saying in the field of stock investment: "Fear when others are greedy, and be greedy when others are afraid." This sentence can also be given to those bathroom enterprises that want to sell domestically.
In 2012, it is just the right time to turn to domestic sales!
