The real estate market is sluggish, and sanitary companies are competing to break through from the offline market and expand against the trend through the online market. The latest information released by Tmall shows that it is in sharp contrast with the shrinking stores in the offline sanitary industry. Last year, Hansgrohe, GROHE, TOTO, Lejia and other international big names entered the Tmall, and the top ten sanitary brands in the world have Entered. According to statistics, in 2011 alone, there were 400 brands, accounting for 80% of the 600 brands of Taobao shopping malls.
In 2010, domestic first-line brands such as Wrigley, Olin, Huida, Dilang, Jiu Mu, etc., have already established an official flagship store in Tmall.
In addition, in the environment of sluggish external demand, some OEM manufacturers and exporters began to transform their domestic sales last year and set about building brands online. "Europe's economic downturn, it is more and more difficult to do OEM, so decided to transform domestically and focus on online brands," said Ke Jinfang, head of Lan Teng bathroom. Lan Teng Sanitary Ware Co., Ltd. is headquartered in Wenzhou, Zhejiang Province. Previously, it specialized in the OEM production of metal sanitary wares in Europe, Middle East and other enterprises.
With the direct entry of big brands, online consumers can enjoy better related services. Zhang Huiwen, head of the digital media department of Hansgrohe, Germany, said that for large products, as long as there are authorized dealers in the local area, they can provide professional delivery and installation services. At the same time, some well-known brands have sold online customized products online in order to prevent conflicts with offline channels. For example, Panasonic's smart toilets have launched Taobao-specific contributions, specifically targeting online shopping crowds.
Relevant statistics show that from 2009 to 2011, the annual turnover of Tmall bathroom products increased by 400%, much higher than the offline 20%. Last year, Tmall's annual sales of 10 million sanitary ware brands reached 10.
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