Behind the toilet event: planting in the local results in the field

During the Spring Festival, there is news that is widely concerned. According to the news, as many as 450,000 Chinese tourists go to Japan for consumption and spend nearly 6 billion yuan on shopping. Among them, the warm water wash toilet lid has become a big shopping hot this year, snapping up the toilet cover almost make the Japanese shopping malls in a state of disconnection.

Domestic sales are difficult to promote

The embarrassment of the toilet lid is not just snapping up itself, but, more importantly, the origin of the toilet seat snapped up in Hangzhou, China. is equal to many people go to Japan to go shopping, commuting to move back to the goods, but is produced in the country. The visitor was almost a remote porter.

A warm water wash toilet lid, there is no place to buy domestically, or other reasons, causing domestic tourists to go to Japan to crazy Rob. As far as I know, domestic production of similar products are at least hundreds of well-known enterprises, including Collenovida, washing Lang, the United States standard, Shun Jie, nine pastoral and other well-known enterprises. Even some products have the function of rising to health care, and have a health care product license. Whether it is in all parts of building materials decoration City, or Jingdong, Taobao have such products sales. This kind of products are technically mature products, not Panasonic alone core technology.

Consumer homes near take far away, to Japan to buy such products, on the one hand, consumers in the domestic difficult to experience the use of warm water toilets, the understanding of such products, cognitive level is very low; on the other hand, consumer irrational shopping herding effect, see others buy also follow booing.

Roamed

For the Home appliance innovation products encounter embarrassment, whether consumers or manufacturers, especially home appliances manufacturers should be a good reflection. Think about it in the internet age, information transmission has been so developed in the background, how can there be a wall of flowering outside the red thing? It is worth summarizing the promotion strategy and method of the new product. I think that domestic manufacturers at least in a few aspects of the error:

First, there is a lack of popularization of new products. Warm water toilet Such a new type of health products, belong to the pan-appliances category of new products, domestic life is still in the import period, the individual family use is relatively small. Although many manufacturers, there are many well-known enterprises, but in the product introduction period did not carry out the popularization of publicity, so that domestic consumers know very little. In the absence of consumer awareness of the product, simply rely on vendors in the store and online sales, it is difficult to form a large-scale purchase behavior.

Second, consumers have a hard time experiencing opportunities. Although now in the home appliance marketing to promote experiential marketing, but such as sanitary ware in the privacy of the use of the product, there is indeed the difficulty of on-site experience. and travel to Japan's consumers, in the hotel generally used such a warm water toilet, the real life of the good experience, all of a sudden stimulated their purchase mood, once there are many people to buy, quickly on the herd effect, from individual purchase evolved into groups snapped.

Again, can't ignore the price problem. Some of the first buyers who are familiar with the product, the important reason for buying in Japan is that it is cheap. Panasonic's warm-water toilet covers are sold in China, but the yen's depreciation in recent years has made the prices of similar products significantly cheaper in Japan, which has contributed to a good deal of money in the day.

Need to be reminded that, since the Chinese people can buy in Japan, proof of the existence of demand, but the domestic enterprises did not experience this key link to do in place, resulting in "the wall outside the flowering wall red" scene.

See how to deal with the recruit and dismantle

In the day snapping up the toilet lid event in the media ferment that seems to be a shame on China's health appliances industry, but if the industry can seriously reflect, but in fact, is a benefit to the industry to recognize the opportunity of product promotion, otherwise the market will still be the state of warm swallow water, but unfavorable to the industry's start into a rapid development track. The author thinks that the corresponding measures to solve the above problems are of great significance to the rapid rise of the domestic warm water cleaning toilet lid product market.

First, the various manufacturers should increase the popularity of this kind of products publicity efforts. Warm water wash toilet lid is to improve the quality of life products, but the vast majority of consumers are not familiar with the need for manufacturers to increase publicity efforts, especially in CCTV and the new media network. Some of these manufacturers are already listed companies, or have the ability to carry out the popularization of advertising, the resources will certainly have to report, who has seized the public opinion, that is, to seize the market's first opportunity.

Second, the enterprising manufacturers can cooperate with the domestic hotel, the replacement of a batch of warm water cleaning toilets, so that consumers in the domestic hotel can experience your products, this experience is to promote consumer awareness of the best means. The toilet cover incident, and consumers in Japan to stay in the hotel experience is inseparable, see our manufacturers dare not to invest resources, their own practice of a experiential marketing. Perhaps the manufacturer's input will have the unexpected market effect.

Third, warm water wash toilet such a new type of sanitary appliances are still in the initial stage, sales limited, coupled with the cost of research and development, high pricing is understandable. However, if you want to spread quickly in the country, in addition to let consumers have knowledge, experience, the price down is a necessary condition. If domestic market prices will remain high, much more expensive than in Japan, the domestic market is still unable to enter the rapid popularization stage.

Believe that through the fermentation of this event, is also regarded as a lesson to domestic enterprises, or to knock the alarm, shame and then Yong still have the opportunity. After all, the Government's policy of promoting the improvement of people's livelihood is constant, and consumption escalation is an irreversible trend, and as a product to improve the quality of life, demand will continue to be released.

(New observation of NetEase appliance)