Hardware Association Shi Lanlan: The road to the development of China's shower room industry
Shi Lanlan, executive vice chairman of China Hardware Products Association
On the afternoon of July 6, the first China Shower Room Dealer Conference and the first China (Zhongshan) Shower Room Industry Summit Forum were successfully held at Zhongshan International Trade (Yihao) Hotel.
Shi Lanlan, executive vice president of China Hardware Products Association, delivered a wonderful speech. The content is as follows:
I. Overview
1. The shower room product is made up of a combination of functional hardware products. The main production areas are currently distributed in the Pearl River Delta and the Yangtze River Delta.
·Guangdong Province: Guangzhou City, Zhongshan City, Foshan City
·Zhejiang Province: Xiaoshan District, Pinghu District, Taizhou City
· Shanghai: Qingpu District, Jiading District, Minhang District, Songjiang Industrial Zone
2. According to incomplete statistics, there are nearly 1,000 enterprises above designated size, with an annual output value of more than 30 billion yuan. Among them, exports account for about 65%;
In 2011, the export value was 3.241 billion US dollars, accounting for 4.36% of the hardware industry, an increase of 21.6%; the import value was 300 million US dollars, a year-on-year decrease of 15.7%;
In the first quarter of 2012, the export value of shower room products was US$681 million, an increase of 12.21% year-on-year; the import value was US$61 million, a decrease of 20.85% year-on-year.
3. According to preliminary statistics, about 80% of the current market consumption is concentrated in first-tier cities. The average market price is 4000-5000 yuan/set, and the annual growth rate is above 20%. There are two main categories of products: steam shower. Room, simple shower room. The share ratio of the two is about 1:8. The simple shower room is mainly composed of a shower screen and a glass door. It also includes a simple structure, using only the three walls of the bathroom, and the faucet shower linkage, plus a glass door combination.
4. According to the current development speed of urbanization in China, if the secondary and tertiary markets are redeveloped, the market size will be about 40-50 billion yuan, so it can be said that the prospects are very broad. If the steam shower room does not improve the quality of the product, more than 90% of the sales of the simple shower room will continue to occupy the absolute advantage of the market.
Second, the status quo
"The well-off is not well-off, the key is to look at the two rooms (kitchen, bathroom), the avant-garde is not avant-garde, the key is to look at the kitchen and bathroom." This is a saying that was circulated in the society more than a decade ago, and also expressed the yearning for consumers. Today, this yearning has become a reality and is increasingly becoming a necessity in the home of consumers. This is due to the improvement of consumers' living standards and the need for material culture, which is reflected in the commodification of housing and the improvement of living conditions.
First of all, the development of China's shower room started late, and it has only been more than 20 years since the 1980s since the reform and opening up. Although the time is short, the industry is developing at a fast pace, the number of varieties is increasing, and the quality level is gradually increasing. It has made important contributions to prospering the market, expanding exports, increasing employment, promoting economic and social development, and improving people's quality of life. Approved outstanding enterprises and well-known brands, such as: In 2007, the National Name Promotion Committee awarded two Chinese famous brands; in 2009, the industry launched a well-known brand evaluation event, and 11 enterprises were selected. These two activities promoted the industry and improved the brand. Consciousness laid the foundation and established the concept for the Chinese brand of shower room products, which strengthened the confidence.
Secondly, innovation has become the consensus of the industry, the technical structure has been further optimized, and the level of technology and equipment has been significantly improved compared with the initial stage. The use of new technologies and advanced use technologies to improve product grades and use functions have had obvious effects.
At the same time that shower room products are getting more and more attention, the products are no longer simpler and simpler, and the price is getting lower and lower. Some people say that it is caused by the financial crisis and the downturn in the real estate market and the continuous rise in various production and living costs, which are highlighted in the following aspects:
1. The industry has low barriers to entry and fierce market competition.
Since the shower room industry has been in production for more than 20 years, the product has returned to the original simple structure - glass sliding door products, resulting in low technical content, low threshold, low profit margin, and various rising costs. Many companies are difficult to support, and the healthy development of the industry has been seriously affected.
2. Due to the non-standardization of domestic toilets, the shower room products that belong to industrial production are converted into individualized production and assembly. The shape is not in batch, there is no scale, so that the big is not big, the strong is not strong, and the energy and resources are wasted.
3. Insufficient investment in R&D of enterprises has caused a large number of products to go down the low-end route, and counterfeit products are prevalent, making quality difficult.
4. There are many problems with multi-functional products.
1 Mainly the electrical components used in the steam room are unqualified, which affects the stability of the product quality. 2 The internal control panel identification is not clear enough. The consumers face many problems in operation and affect the use of the product. 3 The already mature technology has no application. Go to the shower room product. For example, the water quality in the north is hard, and the water outlets in the shower room are easy to accumulate, which affects the use. The flashy effect is greatly reduced. As a result, the product is inconvenient, unusable and of poor quality, which affects the sales of the market.
5. There are quality problems in the self-explosion problems of tempered glass and profiles.
The tempered glass self-explosion is formed by the characteristics of tempered glass:
1 The tempered glass can no longer be cut and processed. The glass can only be processed to the required shape before tempering, and then tempered. 2 Although the strength of tempered glass is stronger than that of ordinary glass, tempered glass has the possibility of self-explosion (self-rupture) when the temperature difference changes greatly, and ordinary glass does not have the possibility of self-explosion.
Regarding the profiles of aluminum frames, etc., the quality of the profiles itself is unstable and the quality of the polishing is not up to standard. Nowadays, enterprises have used stainless steel materials for the frame.
6. The demonstration role of leading enterprises in the industry is not enough.
In terms of industry promotion and technical exchanges, the leading role of the leading enterprises of the club is not enough, and we cannot let everyone feel the influence of the company on the first floor of the vice president. The industry is not standardized enough, and there are unfair and excessive competition phenomena, which have a negative impact on the development of the industry.
Third, several aspects of exploration, research, and planning development
Here I would like to put forward a point worthy of discussion: A large part of the above problems are influenced by the financial crisis and the regulation of the real estate market on the surface, but I think the problem lies mainly in itself. Even if there is no real estate regulation, these problems will appear sooner or later. It’s only time sooner or later. Because the multi-functional steam shower room sold very well at the beginning, the price was more than tens of thousands of yuan. Because it was not easy to use, the market gradually shrank. Low-cost, low-price, extensive development path, single-function low-end products are also caused by ourselves.
This can be analyzed to: Why have companies generally felt more difficult than in 2009 this year?
1. Because we are in a period of economic restructuring under a new situation.
internationally:
1 The gloom of the international financial crisis has not yet dispersed. The 2 European debt crisis is coming. 3 The war in the Middle East has been linked, and the market cannot be developed.
domestic:
1 high-grade products, high-profit products, due to poor quality, consumers do not accept, market development is difficult 2 continuous rising production costs to reduce the profit margin of enterprises 3 domestic market real estate regulation and control directly affect 4 employment, buying a house, education, medical When social security is not in place, ordinary people have too many worries, consumer confidence is less than 5, and the number of enterprises entering the market is too high, and the production capacity is too large, exceeding the market's tolerance; 6 insufficient ability to integrate global resources and energy, brand and market channels The high-end, multi-functional quality problems are all our weaknesses.
2. In response to the difficulties faced, we must seek new positions and seek breakthroughs. According to the central government, it is necessary to embark on an intensive road industrial policy of resource-saving, environment-friendly low-carbon and environmentally sustainable development.
The “Twelfth Five-Year†development plan of our hardware industry also clearly proposes to realize the transformation and upgrading of the industry. What is the specific transfer? What?
(Actually, the reality has forced us to transform. In recent years, the rising costs and expenses, including labor, data, and market, have pushed up the price of the products, but the brand awareness has not risen, and the people In addition, the current people have money in hand, and are willing to use branded quality products, not blindly choose low-priced products. For example, Japanese company TOTO, in our domestic market continues to expand, the first quarter of 2012 Growth is more than two digits, why? Because they have brands, brands behind the quality, service, integrity, sales channels, the people trust, and its substantial growth is reasonable.)
In view of the actual situation of the current industry, we propose five major transformations and three improvements: in combination with the actual situation of the industry, with the theme of fully implementing the scientific development concept, to accelerate the transformation of the economic development mode of the industry as the main line, and promote the five major changes in the hardware industry: namely, extensive The transition to intensive transformation, from labor-intensive industries to technology-intensive industries, from quantitative expansion to qualitative improvement, from low cost, low price to high value-added, high profit rate and export to OEM ( OEM) is the main change to independent brands. At the same time, it will accelerate the adjustment of industrial structure, focus on the transition to low-carbon, environmentally friendly and energy-saving production methods, lay a solid foundation for the development of high standards, high quality and high efficiency, and shorten the timetable for the transition from manufacturing powers to manufacturing powers.
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