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Views: 0 Author: Site Editor Publish Time: 2023-05-31 Origin: Site
With the significant improvement of national living standards, the concept of "customization" has begun to sweep the home improvement market. Various fresh words such as whole house customization, cabinet customization, and wardrobe customization have begun to appear in people's vision, and the bathroom market has also ushered in the concept of full bathroom customization. At the outlet, a marketing revolution is coming quietly.
Zhongshan Senlia was established in 2002 in Zhongshan City, the national production base of medium and high-end shower rooms. Top ten shower room brands, top five shower room enterprises in China's top 100 kitchens and bathrooms, and vice president unit of Zhongshan Shower Room Industry Association.
During the three years of the epidemic, Senlia has not retreated but advanced, and has grown from domestic to more than 30 countries and regions around the world, allowing "Chinese Sanitary Ware" to go global. It is also accumulating and developing, and successfully upgraded from a single-category brand to Senlia space high-end .
In order to gain insight into the growth logic behind the brand, China Weibo (Guangzhou) jointly interviewed Mr. Zhang Peng, President of Shengliya for 77 degrees, to interpret Senlia's "retrograde" road for us, discuss the industry opportunities after the epidemic, and interpret The revitalization of enterprises in the "post-epidemic" new era.
For many home furnishing companies, the three years of the epidemic are undoubtedly difficult three years. Regarding this "darkest moment" before the dawn, in addition to bringing countless touches to the home furnishing people, what is left is more about the home furnishing companies' efforts to themselves. As well as introspection and thinking about the prospects of the industry.
"Everything has two sides." Mr. Zhang Peng said. The epidemic is by no means a good thing for enterprises, but the choices made by enterprises in the face of adversity are directly linked to the future development of the brand. There are companies that choose to lie flat, and companies that choose to lay off employees, but there are also strong brands like Senlia who take the crisis as an opportunity.
Mr. Zhang Peng told reporters that during the epidemic period, through deep cultivation of products to consolidate internal strength, actively invest in future development, and continue to make efforts in the development of new channels-through live broadcasting, on-site investment promotion, etc., vigorously expand terminal channels and maintain customer relationships.
At the same time, the brand is also examining itself, redoing important products related to the brand soul, and extending on the basis of the original products, including Mutu balcony customization, panoramic doors, and our TT high-end shower room brand. It has been catering to market demand and constantly innovating and developing.
In the past three years, Senlia has won a valuable period of strategic opportunities in the home furnishing industry, accumulated more strength, and made some achievements on the basis of smooth transition, thus gaining more confidence and courage. In 2023, Senlia is full of confidence in the market recovery.
Whenever Senlia people face difficult times, they are more accustomed to going forward without fear and going forward bravely. Instead, they can dance against the wind in adversity and achieve growth against the trend.
In 2018, full bathroom customization broke out intensively, and the industry set off an upsurge of full bathroom customization transformation, and industry competition and challenges gradually escalated. Under the catalysis of the epidemic in 2020, new consumption trends such as intelligence and health have emerged, the development of the home health business has accelerated, and full bathroom customization has entered a stage of rapid change and development.
Talking about why full bathroom customization has become the mainstream trend in the bathroom industry, Mr. Zhang Peng said: "This is an inevitable phenomenon produced by consumer behavior and cognition. Senlia has been actively embracing this change, and has long been associated with the whole head. The decoration company has reached a war alliance to help the development of the whole decoration."
Building a moat for an enterprise is undoubtedly an important topic that needs to be considered to ensure sustainable growth.
In this era of comprehensive sanitary ware prevailing, Senlia has established the "moat" of the enterprise early - with strong non-standard customization capabilities + independent research and development, independent production, independent control, and original design to drive brand development.
"Non-standard customization" is a non-standard, custom-developed product. Compared with standardized products, it is designed, developed, and manufactured according to the unique needs of users. It is a combination of demand innovation and technological innovation. As for the bathroom, it is necessary to know that not every product is so suitable in size, and some special sizes require non-standard customized products. In today's market where product homogeneity is becoming more and more serious, there is a need for differentiation. At this time, innovation is particularly important.
"To break through the fierce market competition, we must continue to innovate in product design and performance, tap more added value, and let consumers 'what you see is what you get'." Mr. Zhang Peng believes.
Senlia has always insisted on innovative production and innovative design. In terms of innovative design, Senlia has successively cooperated with French LV designer Michel Miro and Korean design companies to add fresh elements to innovative products. In 2009, the self-developed centenary wheel won the national patent certificate, and many products have successively obtained national patent certificates. In 2013, Chen Jianbin was hired as the brand spokesperson to enhance the brand image. In 2015, the Senlia Champs Elysees shower room won the Kapok Award·Product Design Award.
Based on the advantages of non-standard customization, implementing a differentiation strategy is one of Senlia's "tactics".
Behind the focus on non-standard customization is Senlia's differentiation strategy. The sanitary ware industry has entered the era of stock competition. Only by continuously digging into the added value of products and building a brand "moat" can we stand out in the Red Sea market.
In the field of full bathroom customization, Senlia strives to achieve the ultimate in product details and quality, tailors the exclusive space for users from the perspective of users, and creates individuality for users with high-quality products and considerate services according to the actual needs of consumers. The realization of "what you see is what you get" in a modern and high-end bathroom space is the way for Senlia's customized bathroom to break through.
In response to the voice of the industry and to meet the needs of enterprises, the Guangzhou Sanitary Expo was born in response to the situation. As an important stage for the domestic sanitary industry to showcase innovative ideas, avant-garde designs and industry trends to professionals. Mr. Zhang Peng believes that the Guangzhou Weibo Fair is a good window to show the brand to the outside world.
As the first signing brand of Guangzhou Weibo, Senlia also hopes to use this platform to make the brand gain good publicity effects and win the favor of more dealers. Senlia also believes that the Guangzhou Weibo Expo can give full play to the role of bridges and bonds, and promote the Guangdong Sanitary Ware Exhibition to start a new journey and radiate the glory of the new era.
2023 is a year of gorgeous transformation for Senlia. It will continue to expand its product categories, covering shower rooms, panoramic doors, alcoves, floor drains, balcony cabinets, bathroom cabinets, smart mirrors, etc. Inject new vitality into the brand and provide consumers with customized solutions for the whole house bathroom.
At the Weibo Expo, Senlia will display multi-category products and a new store in Hall 1, which is close to 400 square meters. At the same time, Senlia's competition and blue ocean strategy will also be perfectly presented at the exhibition.
In order to better cater to the consumption of new consumer groups, in the future, Senlia's layout will aim at the "high definition" field. Mr. Zhang Peng revealed that in 2023, Senlia will be upgraded to Senlia Space Couture.
Senlia's comprehensive strength has been continuously enhanced, its progress has never stopped, and its brand power has continued to expand. Participating in China Health Expo (Guangzhou) this time is a strategic plan for the brand to a new height, so that the products can continue to release the brand charm, show the strong strength of Senlia to the market, and scale new heights of development.
"Even if there is a strong wind, life will never give up." In 2023, Senlia has carried out a series of upgrades starting from enriching the product matrix, refining management, and improving service work. The joint improvement of brand and quality, and the joint empowerment of brand and dealers, I believe that there will be better development opportunities.
God rewards those who work hard, dreams carry voyages. Under the leadership of the President Mr. Zhang Peng, Senlia develops the chasing waves market with milestones, gradually builds a large home furnishing ecological chain, continuously improves the ability of mass customization, continues to follow the path of high-quality development, creates a win-win ecological circle, and contributes to the joint construction of high-quality products. , Healthy, environmentally friendly and beautiful home life contributes to the brand's strength.
