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In the past ten years, China’s real estate market has been in a blowout state, new houses have entered the market in large quantities, and the initial decoration market is huge, providing sufficient space for the development of the sanitary industry. With the gradual saturation of the rigid demand in the real estate market, speculative consumption has become the mainstay of the Chinese real estate market. The rigid demand growth has gradually eased, and the decoration market has begun to slow down. The sanitary market is naturally affected. Where is the real market for the bathroom industry? This is the focus of this paper.
The consumption of sanitary products is still in the enlightenment stage for most domestic consumers. The consumer market is often dominated by the initials, and there is no market for repetitive consumption. The characteristics of the initial market are over-reliance on the development of new homes, consumption is unstable, and volatility is large.
In the past 10 years, for the entire industry, the first-time home buyers have become the mainstay of bathroom consumption. Because of the lack of consumer experience, consumers often do not pay special attention to bathroom purchases. Although consumers have spent a lot of thought on decoration, they have invested less in the consumption of bathroom products.
We often see that although many families live in high-rise houses, they still use more than 100 yuan of squatting pans. Even if many people have toilets, they will rarely be considered for replacement. New toilet. Obviously, the neglect of consumers has led to insufficient consumption of sanitary products, which directly affects the scale of the entire industry.
And the repetitive consumer market is shaped by consumer perceptions of such products. After the renovation and use, consumers will begin to have an intuitive feeling about the quality and use of the bathroom products. This kind of use experience is the internal reason for guiding consumers to repetitive consumption, and the repetitive consumer market will gradually form over time. Like a TV set, although the original analog signal TV can still be used, consumers are beginning to replace the TV with an LCD digital TV in order to pursue a better sensory enjoyment. Driven by this repetitive consumer consumption, the TV market will continue to grow and expand. Obviously, the bathroom repetitive consumer market has not yet formed a sufficient scale and is not mature.
In the past two decades, the sanitary industry has relied too much on the initial decoration market. The houses are sold more, and the first time the consumers renovate, the sanitary market is prosperous; if the new homes are sold and decorated less, and the bathroom products The transformation of the formation of “repetitive consumer market has not yet formed, then the bathroom market will be subject to “freezing.”
Although the repetitive decoration market has not yet formed a scale, in the past ten years, the Chinese real estate market has been in a blowout state, a large number of new houses have entered the market, and the initial decoration market is huge, providing sufficient space for the development of the sanitary industry. . In this process, the sanitary industry has also formed a consumption characteristic of “one-time consumption”.
With the gradual saturation of the rigid demand in the real estate market, speculative consumption has become the mainstay of the Chinese real estate market. The rigid demand growth has gradually eased, and the decoration market has begun to slow down. The sanitary market is naturally affected. In recent years, the government has adopted a series of banking financial regulation policies for real estate to curb speculative demand. In this process, rigid consumers have also been affected, and they have begun to enter a wait-and-see state. Housing sales are in a frozen state, and the consumption of sanitary products is naturally It is also frozen.
In addition, as the competition in the real estate market intensifies, developers are paying more and more attention to increasing the added value and additional profits of houses, and the refined decoration houses gradually begin to occupy the main body of the market.
In order to obtain more additional profits, the developers often use the well-known brands to increase the added value in the selection of decoration materials. Therefore, international brands such as Kohler and TOTO occupy the main share of hardcover, most of which are made in China. The brand is excluded. The development of house decoration, the most directly affected is the retail market, especially when the secondary consumer market has not yet formed a scale.
If the government lifts the real estate regulation, the real estate market will be warmed up, and the sanitary industry will benefit from it. The problem will not be so simple. The government’s intention to remove the real estate bubble is also to release the consumer demand for real estate suppression. .
Although the bubble in the real estate market can bring a large amount of housing sales, too high housing prices will consume a lot of social wealth, which will not only cause a large number of vacant houses, but also affect the consumption power of other industries. Since last year, on the one hand, housing prices have soared, and on the other hand, the vortex of sanitary products has fallen into price. In this way, the argument that real estate has driven the development of related industries should have been a long time ago.
Through the analysis of many factors above, it is not difficult to understand why consumers are rarely seen in the market. The frozen state of this market may not be solved in a short time. On the one hand, we hope that the real estate market will enter a rational development state as soon as possible, so that the rigid residential consumer market will develop; on the other hand, we will continue to strengthen the cultivation of the “repetitive consumer market, so that the bathroom products will avoid becoming “&ldquo Lifelong consumption, only continuous, repetitive consumption, the sanitary industry can grow healthily.
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