Water hardware is an indispensable part of life, Faced with the ever-changing industries and consumers, mass production can be how to respond? In the “Changhua water industry – design innovation and transformation of the international symposium and feature sharing”, the Oriental line executive Cai Hongxian, through market data to share the water industry trends and recommendations, DDG policy consultant general manager Shi Mengkang suggested that Taiwan Do not pursue CP value, through marketing for the brand value, increase profits, to find a new business model of transmission.
Understand the Target Consumer and Market
According to the E-ICP database, consumers in Taiwan have the following four lifestyle trends: Everything is related to “community”, “health” is a lifestyle, environmental action is still behind the “environmental protection” awareness , The recession of the “texture” of life has never disappeared. Consumer lifestyle from the point of view, science and technology, environmental protection, texture is worthy of stressing the characteristics of the product manufacturers. If the ad as the object of observation, the success of the bathroom brand HCG stressed the brand’s environmental protection and comfort, Caesar Caesar is emphasized technology and comfort. How to adapt to consumer lifestyles, product packaging and development, will be the key to stimulate the redemption.
Looking back at the domestic industry situation, building materials wholesale domestic market in recent years and recession, the market demand is expected to build the case is not high, according to DIY through music and music group earnings, roughly flat to recession, in general, the domestic water Hardware market is no obvious demand, the growth rate is limited. Cai Hongxian, Chief Executive of the Orient, believes that in response to the domestic scene, through the marketing demands and product positioning to strengthen the Asian market share of other.
Cai Hongxian to share Japan, Vietnam, the Philippines survey, to provide domestic water industry, the international metal market observation reference, hoping to break the limited domestic market. Japan’s overall bathroom brand water hardware and more to function as the main demands, coupled with population aging, economic growth stagnation, housing repair market for Japan’s next key market, with access to repair areas. Vietnam and the Philippines are both in economic growth, domestic market expansion, the housing market optimistic. Local Vietnamese think that the more expensive the better the quality, the local material line will also look at human affairs, we must find the balance between price and quality, but also with the pass road feelings. Philippine consumers emphasize the taste and needs, to enter this market, please highlight the product design sense, and quality and durability.
Do Not Use Cost-Effective to Build a Brand
Turning to the manufacturing industry, DDG, general manager of brand strategy consultant Mengkang from history to talk to Kam to know. After 1949, Taiwan and the world had language, culture and economic barriers, but through the future continue to create more valuable, higher prices and technical barriers to export products, breaking the economic barriers. 70 years to learn to manufacture and start operating the factory; 80’s is the introduction of technical innovation, improve quality, speed, make a difference, at this time to find international brands on the Taiwan foundry; 90 years began to attach importance to product design, Production; until 2000, Taiwan’s use of existing manufacturing resources, the existing product packaging after export. Some factories try to transform into OBM, often because of the price competition of manufacturing thinking and do not up, had to do back OEM, ODM, can not take OEM.
To create an international brand, we must look around the world, but because of the language and cultural barriers in the past, to establish the ground gas brand culture with insight into local consumer needs, it is difficult. Taiwan can only rely on the above-mentioned 40 years of “laying bowl” model, through low-cost foreign brands to attract OEM orders, but this “cost” business model advantage, has been taken away from other countries, Not marketing their own factories. “OEM thinking is to drive down prices” to win large orders at low cost to economies of scale to earn one of the small profits, the marketing value at this time is the low price, which is Taiwan’s past OEM thinking. However, “brand thinking is to raise prices”, must invest in product promotion, access management and after-sales service, appears to spend a lot of money, but Shi Mengkang reminded, “increased marketing budget costs are not from the brand, but from consumers Of the pocket. “To marketing means to change the spirit and attitude of the brand, giving the product greater meaning, to create perceptual consumer experience.
