Before the shuffle of the entire home industry began, the bathroom industry has taken the lead in launching a revolution.
Outdated production capacity has been eliminated, leading enterprises have expanded and expanded, and enterprises with innovative iteration capabilities have stood out in the industrial transformation. The jungle law of the market economy has not been spared. Since 2014, the overall growth rate of China's sanitary ware industry has started to decline, and the whole industry has started a round of knockouts. In 2018, there were several large companies that had never been in the limelight, and they faced operational problems and faced closures. The overall growth rate of the sanitary industry is related to the regulation of the upstream real estate market, but the main reason is that the drawbacks of the extensive business model have appeared over the years, and there is an irreconcilable contradiction between the current market demand for consumption upgrades.
The quality of living needs has increased, and sanitary products have become the biggest growth point.
The texture of the kitchen and bathroom space determines the level of the overall living space, because it is the most concentrated functional space of the whole house. As people pay more and more attention to the home experience, the current mainstream consumers are more willing to decorate the kitchen and bathroom. Budget on the budget to optimize the experience. A household consumption report released recently shows that “bathroom” is the fastest growing space in the family structure in 2018. Young people are more willing to spend money on the bathroom and regard it as the most precious space for solitude; The dry-wet separation evolved into three separations and four separations, while consumer upgrades such as smart toilets and constant temperature showers quickly became popular. The upgrade of the bathroom was considered to be a living from alive to a decent.
Not only in the field of home improvement, but also in the rental market, the generation of young people will choose to let themselves live better, no matter what the conditions, this is also a major internal cause of the booming long-term rental apartment in recent years. More and more young people have chosen longer-rental apartments with more independent spaces than in a room in the 70s old building. In order to serve this group of people who have a higher pursuit of quality of life, the long-rental apartment has also undergone great changes in terms of decoration. The assembled interior, integrated bathroom and smart home products have been widely accepted and applied.
Due to the increasing demand for bathroom space experience in the consumer market, the backward production capacity in the industry has gradually lost its market, and the companies with a keen sense of smell have begun to study the overall experience of the bathroom space. In 2018, Seagull and Huida announced the overall sanitary ware strategy. Whether it is the name of Seagull Sanitary Ware, or Huida’s establishment of Huida’s subsidiary company, it is not difficult to see that it is not only in the sanitary industry.
In addition to these two high-profile companies that entered the overall bathroom, in fact, another well-known brand has already begun this layout, and has achieved good results, that is, the German gene Braun. Bereng Sanitary Ware is a sub-brand of Dietsche, a German sanitary ware company. After entering China in 2000, it has been taking a high-end route. It has a relatively common application in quality communities, star-rated hotels and high-end clubs. In the process of changes in the Chinese consumer market and the residential market, Berenger is one of the companies that captured this change earlier and adjusted it in time. The “Magic Block Ware System” launched in 2018 is closely followed by the national promotion. The policy orientation of green buildings, on the other hand, also succumbed to the rise of long-term rental apartments, which gave excellent market feedback.
The so-called "magic block installation bathroom system" means that the components are prefabricated in advance in the factory, and are quickly installed at the construction site. The integrated waterproof disk or waterproof disk combination is used to form an overall space with the siding and the top plate, and various functional sanitary wares are provided for coordinating. Considering waterproof, water supply, light environment, ventilation and other aspects, form an independent sanitary unit to enhance the experience of bathroom use in a limited space. Less than a year after the launch of the magic block bathroom system, Braun launched a new product in 2019 and launched the SMC dome-shaped whole bathroom. The ceiling of this product is compressed by SMC material once, and the herringbone structure is more stable than the flat top. Better, at the same time, the vault design can stretch the three-dimensional space and reduce the feeling of the small-sized bathroom. The overall sanitary ware design of the vault is currently not available in China, and it is also a strong evidence from the perspective of the designer. The magic block-mounted bathroom and the vault-top bathroom are all a form of assembly-type bathroom. They are also an integral part of the assembled-type building and the assembled interior. It is the best for the full-load delivery and the green space in the green building. solution.
Berenger vaulted whole bathroom
For apartment operators, the advantages of the assembled bathroom are that the construction is fast, the pollution is small, and it can be used after the installation. The shortened construction period is the actual rental period for the operating company. For the occupants, the bathroom that is decorated in this way can maximize the function in the smallest space, that is, to achieve multiple separations in a limited apartment bathroom space, and to implant as many functions as possible, and the living experience is greatly improved. .
Giants extend the product line, choosing the right entry point is the key
In addition to the quality upgrade brought about by the consumption upgrade, another major change in the home industry occurred at the B-end. The expansion of large enterprises became more and more obvious, and companies such as Meike, Qumei, Zhibang and other companies acquired foreign brands and Gujia acquired Xilinmen. Regardless of the major acquisitions, companies are also extending their product lines and moving toward full-house solutions. However, it is not easy to expand the product category. If you accidentally affect the main business, you should start from the strength of your own choice and choose a certain direction to expand.
At the 2019 Shenzhen International Hardcover Housing Exhibition, a new category appeared in the exhibition area of Berenger - the cabinet, the simple and generous design is in the same vein as the wooden storage style in the bathroom space, but also in the functional implant. The most functions in the space are implemented as the main design ideas.
Compared with the industry's large cross-border, Berenger's expansion of this category is more conservative, but from the overall environment of the whole industry, this kind of conservative does not lose its rationality. The similarity between kitchen and bathroom space products is relatively high. In the indoor space, these two sections are functionally concentrated and involve the most pipelines. The sanitary ware, hardware, wood storage and other products have the same kind of similarity. When the sanitary ware company has the layout capacity of the overall space of the bathroom, it already has half the capacity to build the kitchen space. Therefore, for the sanitary ware enterprise, the first direction of the kitchen as the extension is the best path.
Focus on user needs, people-centric products can adapt to the market
The current home market has undergone tremendous changes. Enterprises want to get out of the woods, need to change their business ideas, focus on user value, and product design should be based on research and understanding of user needs. In an interview with 100 million euros, Guo Yiyi, vice chairman of Berenger (Asia Pacific), said that the reason why Braun can achieve the expansion of the whole solution from sanitary ware to assembled bathroom to kitchen and bathroom is based on the consumer lifestyle for many years. the study.
In fact, whether it is a single product or a whole space, it is based on the understanding of people's living habits and usage preferences. Products are rooted in life. Only products developed from the perspective of users can truly adapt. In the market, this is common to all companies entering the fabricated sanitary market.
The main application scenario of the current assembly-type bathroom is the rental market, and the assembly-type sanitary ware enterprises with different orientations are derived for the apartment and the rental office. Some of them are cut from the comprehensiveness of the functions to ensure the maximum function in the minimum space; From the living experience, the use of dry and wet separation, three separation and other ways to enhance the comfort of the bathroom space. Braun's magic block bathroom is more tension than the general assembly bathroom product. It can be added or reduced according to different scene requirements, and covers both functional and comfortable positioning.
The expansion of sanitary ware enterprises into assembly-type sanitary wares is actually to extend the perspective from a small part to a whole space. Therefore, it is necessary to study the human activity line, and to ensure the aesthetics of the space layout from the full perspective while ensuring the connection of parts. Although the current assembly-type application is mainly at the B-end, the real use is still every fresh and well-defined person. Therefore, only by serving these people, the assembled bathroom can be more widely used in the future. . From the perspective of the industry, the fabricated bathroom is a system, which is a new category of sanitary products and other categories. It is a new system that integrates pipelines, design, parts and intelligent products and crosses the boundaries. This system requires all participants to jointly customize the standard. In the future, combined with the prefabricated building, the industrialization process of the Chinese housing industry will be promoted under the premise of strictly implementing the unified standards of the industry.