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New Trends in International Trade! At present, the bathroom industry is in a critical 'shifting period', and due to uncertain external factors, the performance of bathroom enterprises will still be under pressure in the short term. However, in the medium to long term, relying on the huge market size and economic volume, with the stable recovery of real estate market demand, economic operation is improving, and the demand for ceramic bathroom production is gradually recovering. The industry's growth space is still foreseeable. "At the 2023 China Home Furnishing Brand Builders Summit held on February 22, Ovi Cloud Network and Bathroom News jointly released "When Traveling to Water Poverty, Sitting and Watching the Clouds Rise - Analysis of the Bathroom Market in the New Environment". Li Ying, Vice President of OviCloud, conducted a review of the bathroom market in 2022 and made predictions and prospects for the overall market in 2023.

Li Ying stated that China has become the world's largest producer, exporter, and consumer of sanitary ware in international trade. 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 upward period, and in the long run, the industry's development space and market capacity are large enough.

The demand for bathroom renovation varies among different cities, with a significantly higher proportion of old houses and bathroom decoration in first tier cities, while new houses are the main type of bathroom decoration in third and fourth tier cities. More consumers in first tier cities choose to renovate old houses compared to other cities, with 26% of consumers nationwide renovating old houses and 35% in first tier cities renovating old houses.

New Trends in International Trade! At present, the intelligent bathroom is in the industry's dividend period, and the configuration rate is maintaining a continuous upward trend. The configuration rate of intelligent toilets is nearly 30%, and it will usher in a high growth trend in the future. From a brand perspective, domestic brands represented by Jiumu, Hengjie, and Wrigley have significantly increased their rankings in various categories in 2022, leading to a significant increase in the proportion of domestic products.

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

Although the bathroom industry is still dominated by offline channels due to its unique characteristics, and the share of online channels is relatively low, the overall trend of online channels has been increasing in recent years. Leading enterprises such as Jiumu, Arrow, and Hengjie are actively promoting and laying out their brands through online channels. The position and attention of online channels in the future bathroom industry is gradually increasing.

New Trends in International Trade! Numerous domestic brands have quickly entered the market through core product trends through online channels. The three categories represented by bathroom cabinets, intelligent toilets, and showers will have significant online growth in 2022. From the monitoring data of Ovi Cloud JD Online, among the three online fast incremental categories of bathroom cabinet, shower and intelligent toilet, domestic brands occupy a absolute advantage position.

New Trends in International Trade! Li Ying believes that the new marketing approach 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. Enterprises need to invest more energy in operating emerging channels for promotion in the future.