In 2020, China is in a post crisis period. Compared with other countries, China may be a country with economic recovery as soon as possible. But after this round of global financial crisis, the whole international economic environment is changing. First of all, the golden age of China's export is likely to become history, which will inevitably lead to the crisis and transformation of China's low value-added and labor-intensive enterprises. At the same time, it is also the time for Chinese consumers to tighten their belts. Secondly, as the competition pattern of the domestic ceramic market is changing, under the crisis, the international brands that used to occupy the high-end market are starting to develop March to the middle and low end. In this context, what are the new trends of ceramic consumers in 2010?
At the same time, consumers have entered a period of full participation. Today's consumers, whether they consume or not, have to comment on the products of enterprises. Consumers are no longer passive. They want to talk with enterprises at any time. They don't believe in authority, but believe in intuition and word-of-mouth. This indicates that the era of integration of production and marketing has come.
Second, the rise of new Ankang consumption. Affected by melamine, H1N1 and so on, consumers' attention to Ankang has made rapid progress. Ceramic sanitary products with green and environmental protection concepts are preferred. Ceramic enterprises' brand image of Ankang environmental protection will bring more market opportunities to their products.
But look at the six directions of ceramic sanitary products
Six trends of sanitary ware industry
Third, the trend of refined civilian life. For ceramic consumers at this stage, it's not necessary to buy high-end brand ceramic products for decorators to show their exquisite life. Instead, with a little effort, they can get the exquisite living space they want. For example, a beautiful and warm home can be anything if you are creative. Now we all know that the so-called brand and non brand are just advertising more and the product quality is almost the same. As a result, China presents a new civilian ceramic consumer market, that is, the ceramic products can meet the middle-income but fashionable consumer psychology, and at the same time fit their purchasing ability. High end ceramic brands will compete at both ends. In order to meet the trend of "national delicacy", high-end ceramic brands must adjust the corresponding market strategy and launch products to meet the next consumer market.
Fourth, the rise of women's consumption power. Relevant materials show that in the United States, women control about 80% of the consumption expenditure, which accounts for 2 / 3 of the country's GDP. According to the third census of China, women account for 48.7% of China's population. Among them, young and middle-aged women aged 20-50, who have strong consumption ability and strong influence on consumption, account for about 21% of the total population The role of "Chief Purchasing Officer" of. Especially in the home building materials and other consumer goods, the wife plays the leading role.
Fifth, consumers are increasingly pursuing new sensationalism and brand experience. As always, going into the experience store of brand and participating in the experience activities of bathroom enterprises have become an important measure for consumers to understand ceramics. At the same time, the significance of experiential design on the bathroom brand of the store terminal is becoming more and more prominent.
Sixth, consumers have entered the period of national entertainment, and the forms of entertainment are highly diversified. The cultural forms of Chinese people are becoming more and more diversified. Self entertainment has no boundaries, and it has become a typical feature of cultural entertainment. It has become a new marketing strategy for ceramic enterprises to create a cultural and entertainment platform for ceramic consumption and bring consumers into cultural and entertainment activities.
Facing the change of consumer trend in the future, there are four possible ways for ceramic enterprises to face the Chinese market. The first is to pay attention to China's emerging urban new rich market. It is learned that China's urban new rich families are estimated to break 21 million. The second is to find the opportunity to upgrade bathroom products from the existing consumer groups in the first, second and third tier markets, such as the innovation and upgrading of the second-hand housing market The third is to go down, county and rural areas will be the next billion level consumer market, the market will be very broad, improve the market development rate and expand the scope.