Customized hardware bathroom development characteristics and measures

With the success of professional shower room brands such as Lens and Drake, the hardware and bathroom custom products have attracted more and more attention from people in the industry. The Oupai hardware bathroom is also a banner against custom-made hardware and bathroom. From the current category of the hardware and sanitary industry, the opportunities for customization of ceramic products, hardware products and bathtub products are very small. First, they are subject to the manufacturing characteristics of the products, and second, consumers’ individual needs for such products are relatively weak. . Judging from the status quo of the industry, hardware and bathroom custom products mainly focus on the two major areas of shower enclosures and bathroom cabinets. The custom proportion of shower enclosures even exceeds 70%, and even some companies have achieved 100% customization. The proportion of customization has also increased year by year.

How to achieve a large-scale development of customized hardware bathroom?

According to industry insiders, Lens’ turnover can exceed 300 million yuan this year, which fully demonstrates the broad space for the custom hardware and bathroom industry. In the bathroom cabinet products, has long been the focus of attention of all companies, bathroom cabinets for the integration of hardware and bathroom products is very high, for the manufacture of upstream businesses, each bathroom cabinet sold means that comes with a set of leading sales, A water launcher, two angle valves, and even the sale of toilets, showers and other products. However, unfortunately, judging from the camp of professional bathroom cabinet companies, there are only a handful of companies that have sold over 100 million yuan annually. The reason for this is that in addition to the division of major leading brands in the market (the sales of branded bathroom cabinets such as Wrigley and Hengjie are all at several hundred million yuan), the localization of production and sales of bathroom cabinets is a very important one. Manufacturing companies cannot break through the bottleneck of custom-scale manufacturing of bathroom cabinets, resulting in low overall operating efficiency. If hardware and sanitary upstream companies can break through this bottleneck, companies will have a leap-forward growth space.

Five characteristics of customized hardware bathroom First, the characteristics of pre-marketing Personalized consumer demand is the root cause of marketing pre-positioning, high degree of consumer participation, customers on the product's style, size, color, accessories, etc. according to their own preferences Participate in the design of the product, which puts forward higher requirements for front-end sales personnel. First, try to take down the order in the case of reducing the customization requirements of the customer, because the degree of customization required by the customer is too high, it may cause the back-end manufacturing link to fail to produce; second, the data needs to be accurately collated for the customer's needs, otherwise the front-end Errors, all subsequent work is invalid. Therefore, the sales of customized products to the front-end sales personnel put forward higher requirements, not only to master the sales skills, but also to master the relevant products and installation expertise.

Second, the characteristics of the sales process are longer than the standard product sales. The customized sales process is extended, which increases the sales process and increases the difficulty of sales. In customized sales, whether it is the pre-sales communication with consumers, the measurement of consumer home sites, the confirmation of consumer orders, the accuracy requirements in installation, and the follow-up after-sales services, any industry has flaws. May result in exhaustion.

Third, the characteristics of flexible production From the point of view of manufacturing and supply, upstream companies cannot carry out inventory of finished products and must start production of orders after receiving front-end sales orders. Due to the reasons of customization, the upstream companies receive a larger proportion of non-standard orders. Knowledge of order information, formation of production orders, material preparation, control of production links, etc., must be highly flexible and may be accurate. Produce the product that the customer needs. Undoubtedly, this flexible production feature puts forward high precision, high sales, and flexibility requirements for the operating capabilities of upstream companies. This is precisely the inherent reason that many large-scale hardware and sanitary companies cannot succeed in the customization field.

Fourth, the characteristics of highly-integrated integration have been illustrated by industry figures: a screwdriver can open a shower room factory. Although exaggerated, in fact, in the actual operation, the shower room enterprises rely more on the power of the outside association to carry out operations, and the enterprises are more responsible for the functions of design, order taking and packaging, and logistics. The bathroom cabinet takes care of the three elements of storage, washing, and decorative aesthetics. The ability to integrate hardware and bathroom related products is very strong. From the point of view of manufacturing, there are many products such as hardware, mirrors, lamps, and cabinets.

Fifth, an installation qualification rate determines customer satisfaction and word of mouth as its name implies. An installation qualification rate refers to the rate at which a one-time installation is achieved and the customer is satisfied in the operation of installing products to consumers. The higher the qualification rate is, the more satisfied the customer is. Degrees and reputation are good. If a customized product cannot be qualified for installation, it can only be considered semi-finished products for consumers. If an installation quality problem arises due to an operation error, it will be extended to the quality of the product. In addition, the accuracy of manufacturing and distribution is also an important factor affecting the installation qualification rate.

Customized hardware bathroom industry properties (bathroom shower and bathroom cabinets) industry The customization of shower room is mainly three dimensions: size, shape change, and accessories selection. The customization of bathroom cabinet mainly focuses on size, component shape and color selection. Aspects. From the point of view of materials and production process, there are not too many technical and investment barriers in customizing hardware and sanitary ware. Overall, it is a typical low threshold to enter the industry, but because of its customized features, if the company wants to have truly Breakthroughs to achieve large-scale growth, must have high capabilities, simply speaking, custom hardware bathroom with low threshold entry, high-performance threshold industry attributes.

How to break the development bottleneck of the hardware bathroom custom industry?

Through the above analysis, it is not difficult for us to find that improving the overall operating capability (increasing the front-end terminal sales capacity and creating the back-end operating capabilities) is the key to the success of the hardware and bathroom customization, and even beyond the enterprises in the scale of manufacturing, advanced process equipment, The role of strong branding.

In response to the propositions of the development of customized enterprises, Guiren assisted organizations, based on the experience accumulated in the customized industry, combined with the industry attributes of hardware and sanitary ware, summarized the following points:

First, winning the initial model and misplaced training system can only result in partial or individual success if the dealer’s individual ability alone. In terms of improving front-end capabilities, building a mature terminal operation model is crucial for enterprises to achieve a successful distribution of sales outlets nationwide. Create standard sales textbooks, establish a standardized and scientific training system, (guide shopping from the design start training, design from installation to start training, installation from shopping guide to start training), to ensure that the front of the sales of accurate, efficient orders received, to provide adequate follow-up production and supply of**.

Second, the establishment of an efficient order processing system Order processing accuracy and high efficiency is the lifeblood of the company, and it is the backbone of the customized enterprise to realize the scale. Efficient order system is inseparable from the efficient product system. Due to the characteristics of terminal display, the display area of ​​customized products is generally 30-60 square meters. The product line configuration with both individualization and standardization is the key to the efficiency of the company's orders. The style is advanced and rich, but the efficiency is sacrificed. The style is aged and the single is sacrificed.

In the data description of customized products, companies can develop standardized and easy-to-use tools that enable dealers to accurately transfer order information, which is an important way to solve the operational efficiency of the order system.

Third, the establishment of an efficient and flexible production supply system Flexible production is a new type of manufacturing model. The so-called flexible production means that through the reform of system structure, personnel organization, operation methods, and marketing, the production system can quickly adapt to changes in market demand, eliminate redundant and useless losses at the same time, and strive to obtain greater benefits for enterprises. . With the progress of society and the improvement of living standards, the market needs products with unique characteristics and different styles and functions that meet the individual requirements of customers. In order to meet this demand, companies must improve their existing large-scale manufacturing model.

In the field of customization, due to the non-standard nature of orders, companies must choose a flexible production and supply system, but they are generally unable to achieve high efficiency in operating efficiency. Under normal circumstances, they can only achieve small-batch production, while improving product quality. There is room for breakthrough in improving output efficiency and reducing inventory.