Shanghai kitchen and bathroom exhibition consumption forecast high-end products continue to sell
On May 23, the 17th Shanghai International Kitchen and Bath Show opened at the Shanghai New International Expo Center. The annual kitchen and bathroom industry event attracted thousands of domestic and foreign brands to participate. In 2012, the company was exposed to the Shanghai Kitchen and Bath Show and its performance at the exhibition.
Two days after the opening of the exhibition, we sent an interview team to in-depth interviews and learned that most of the sanitary brand enterprises are gradually becoming more mature. From the perspective of exhibiting products, the competition in the high-end sanitary products market is more intense, and the industry is in a downturn. The market share of high-end products is gradually increasing, and high-end products have become a key point for brand companies to increase profits.
Shanghai Kitchen and Bath Show Annual Exhibition Enterprise Data
On-site flow: heat reduction is biased towards brand promotion
From the official website of the exhibition, it is seen that the enterprises participating in the Shanghai Kitchen and Bath Show have greatly improved this year (as shown in the figure). In 2011, many simple exhibition halls were built on the lawns of the Expo Center, due to the Shanghai New International Expo this year. The use of the center's N1~N4 pavilion has reduced the pressure on the off-site booths. The increase in the area of ​​the pavilion has made the exhibition feel "loose".
When visiting the key enterprises in the museum, I found that in the past few years, the popularity of several key exhibition halls was obviously not as good as in previous years, and many media issued a sigh of “the sudden decline in the popularity of the exhibitionâ€. However, Netease home reporters and business representatives learned that exchange companies hope to communicate with old merchants through the platform of the exhibition, and the expectations for new investment are also reduced, so the evaluation of the exhibition is relatively calm and objective. Yang Hong, director of the Whale Sanitary Ware Market, revealed that Whale Whales appeared as a cruise ship this year. More hope is to promote the brand image through the platform of the exhibition. In addition, it also has opportunities to communicate with old customers. Her evaluation of the Shanghai Kitchen and Bath Show is still quite high this year. Fang Huihua, director of marketing of Huamei Jia Sanitary Ware, also said that the effect of the exhibition can not be evaluated only by the flow of people. "The number of well-known foreign sanitary ware exhibitions may not be much in China, but the high quality target of the merchants is concentrated, and it has a great influence in the industry."
Compared with the Shanghai Kitchen and Bath Show in 2011, this year's exhibitors have lost a lot of enthusiasm and fancy. Most of the brand companies at this year's show have chosen a relatively low-key "product display". The popular star-studded helpers in the past two years are rare.
This year's only bathroom and Xintai and bathroom star support have become a topic, the only bathroom invited Wang Lihong is the most popular star this year, and Xintai and bathroom invited dry dew has become the most controversial "star." For the less well-known brands, the stars can be promoted in the instant of the exhibition, but after the star left, there is no good product, and people still can't stay in the museum. Most brand companies have begun to calmly and maturely. Last year, Huayi Sanitary Co., Ltd. signed a contract with Lu Yi during the kitchen and bathroom exhibition. This year, Huayi Sanitary Ware also returned to show the origin of the products, highlighting the product classification and characteristics in the layout of the exhibition hall, and asking the Spanish designers to come to the stage to tell the products. Ideas and advantages. Liang Xiuhong, manager of Huayi Sanitary Ware Market, told NetEase Home that the product is always the most powerful propaganda. The star is the product that the exhibitor wants to see.
Product display: New products are rare
In terms of product display, this year, the entire pavilion of Songlin Sanitary Ware displayed only 4 sets of products, two of which are still in the window, and the other two sets can only be viewed at a certain distance. Song Lin, director of bathroom marketing at Songlin, believes that it is necessary to let customers talk to products and create a quiet space for thinking in the world.
Zhongyu Sanitary Ware won the largest booth of this year's Shanghai Exhibition, a total of 960 square meters. Cai Jilin, president of Zhongyu Sanitary Ware, said that this year's Shanghai showcased the Zhongyu high-end brand X-TIME and traditional superior products, and released high-end hardware sanitary products in cooperation with Swarovski. The first exhibition of Jiu Mu kitchen and toilet, showcased intelligent products, and the robotic performance of NAO, the ambassador of the French Pavilion at the 2010 Shanghai World Expo, attracted a lot of attention. The United States has demonstrated new diamond spool sealing technology products, as well as induction and touch technology faucets.
Jiu Mu showcases intelligent robots
However, the reporters visited the exhibition hall and found that there are very few new products that are brightly visible at this year's exhibition. On the American standard booth, JADO's gold-plated Swarovski faucet worth more than 80,000 yuan is a product of a few years ago, ina's black. The smart toilet is also a product of 2010. Among the domestic brands participating in the exhibition, most of the products displayed by Yigao, Huameijia and Anhua are regular products and have been sold in the market. In addition, some exhibitors also indicated that only some new products were exhibited at the exhibition, because they were worried that the products would be plagiarized. For the enterprises that attracted investment, the dealers would be arranged to visit the factory to visit the latest products.
Consumption forecast: high-end products continue to sell
In 2012, the sanitary ware market implies a lot of insidiousness. From the feedback of the dealers at the exhibition, the terminal stores are facing the tide of withdrawal, and many stores are in a difficult state. Economist Guo Shiping once said, "Chinese companies have entered the winter, and 25% of home furnishing enterprises are going to die." With the industry competition escalating, the home furnishing industry, including the sanitary industry, is gradually entering the era of low profit. In such a market situation, high-end bathroom products have become the strongest magic weapon for enterprises to improve their profits and vitality. At the exhibition site, Netease Home also saw that the brands and products with high-end people as the main consumer groups gained increasing attention.
TOTO showcases simple and fashionable products
In the pavilion where the flow of people is relatively reduced, many high-end brand exhibition halls have always been crowded. The high-end bathroom that specializes in high-end bathroom cabinets is unveiled in the luxurious Swarovski Crystal Elements Pavilion. The pavilion is always crowded with merchants to visit and negotiate. Gao Yiming brand manager Li Yiming revealed that the Shanghai exhibition was to showcase the brand image and the latest product technology. The price of a new bathroom cabinet was over 100,000. He said that due to the completion of the national high-end consumer area layout, Gaodi has no investment pressure for this exhibition. The well-known foreign brands such as Kohler, TOTO, Lejia, Hansgrohe and other high-end bathroom products also had a good response at the exhibition.
The reporters visited the exhibition and learned that many high-end sanitary brands at home and abroad have placed their key profits on high-end products. When the well-known German brand Bereng Sanitary was released in the 2012 China Brand Development Plan, the managing director Guo Yuyi pointed out that the domestic consumer market has been moving from low-to-medium consumption to high-end consumption. The domestic high-end consumer groups hope to get more comfortable and tasteful sanitary ware. Experience, Guo Yuyi also said that the next decade will be the ten-year development of Berenger in China, and the high-end product space is very huge.
Lejia exhibits
In 2012, it was hailed as a more severe market situation than in 2008, but at the Shanghai Kitchen and Bath Show, it saw the self-confidence of domestic brands and the accelerated layout of foreign brands. Yan Guangming, deputy general manager of Yinghuang Sanitary Ware Domestic Marketing, believes that when others quit, it is a good time to make progress. Guo Yiyi also believes that the increasingly fierce competition of many domestic and foreign high-end brands is also the performance of this market boom.
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