Home / Lights & Construction

New forces in international trade! "Currently, the sanitary ware industry is in a critical 'shift period', and due to uncertain external factors, the performance of sanitary ware enterprises will still be under pressure in the short term. However, in the medium to long term, relying on the huge market scale and economic volume, accompanied by a stable recovery in the real estate market demand, economic performance is improving, ceramic production demand is gradually recovering, and the industry's growth space is still predictable." At the 2023 China Home Furnishing Brand Builders Summit held on February 22, "Traveling to Water Poverty, Sitting and Watching the Cloud Rise - Analysis of the Sanitary Ware Market in the New Environment" was jointly released by OviCloud and Sanitary Ware News. Li Ying, Vice President of OviCloud, made a on-site review of the bathroom market in 2022 and made a forecast and outlook for the overall market in 2023.

Li Ying said that China has become the world's largest sanitary ware production, international trade export, and consumer country. In 2021, the scale of China's sanitary ware market reached 204.6 billion yuan, a year-on-year increase of 7.12%. Overall, the scale of the ceramic bathroom market is in a relatively rising period, and in the long run, the industry development space and market capacity are large enough.

The demand for bathroom renovation varies among different cities. The proportion of bathroom decoration in old houses in first-tier cities is significantly higher, while bathroom decoration in third and fourth tier cities is dominated by new houses. More consumers in first-tier cities choose to renovate their old houses than in other cities, with 26% of consumers nationwide renovating their old houses and 35% in first-tier cities renovating their old houses.

New Trends in International Trade! At present, the intelligent bathroom is in the industry dividend period, and the configuration rate continues to rise. The configuration rate of intelligent toilets is nearly 30%, which will usher in a high growth trend in the future. From a brand perspective, the ranking of domestic brands represented by Jiumu, Hengjie, and Wrigley in various categories increased significantly in 2022, making the proportion of domestic products increase significantly.

From the perspective of the retail bathroom market, online has become a breakthrough. Since the outbreak of the epidemic, consumers have fully developed their online shopping habits, and their bathroom consumption has also shown a significant incremental trend.

Although the current mainstream market in the bathroom industry is still dominated by offline channels due to its particularity, with a relatively low share of online channels, the overall trend of online channels has been increasing in recent years. Leading enterprises, such as Jiumu, Wrigley, and Hengjie, are actively promoting and laying out the brand of online channels. The status and attention of online channels in the future bathroom industry is gradually increasing.

New Trends in International Trade! Many domestic brands quickly entered the market through the online channel through the core single product situation. The three categories represented by bathroom cabinets, intelligent toilets, and showers will have significant online growth in 2022. From the online monitoring data of Ovi Cloud JD, domestic brands occupy an absolute dominant position in the three online fast incremental categories of bathroom cabinets, showers, and intelligent toilets.

New Trends in International Trade! Li Ying believes that the new marketing method of breaking the circle has given the brand a more definite foothold in the integration of quality and efficiency, allowing toilets, showers, and bathroom cabinets to occupy the "C position" of bathroom planting. In the future, enterprises need to invest more energy in the promotion of emerging channels.