May 10th marks the annual “Chinese Brand Day”.
Brand Day brought a popular word - domestic products, which has also become a high-frequency word in the media recently.
First, on May 8, 2020, Pinduoduo conducted a statistical analysis of the consumption of domestic products during the May Day period by 585 million consumers on the platform, and released the "Pinduoduo New May Day Domestic Products Consumption Data Report", which showed that many domestic products The brand has broken through regional restrictions and traveled all over the country. The average age of consumers of national fashion classics is only 25.4 years old.
Second, the "2020 China Consumer Brand Development Report" released by Ali Research Institute on May 9 shows that in the past year, 80% of the products in Chinese people's shopping carts were domestic products.
Third, on May 9, HOME+ Home Decoration Industry and China Hadoop Big Data Special Committee jointly released the "2020 China Brand Day Home New Domestic Product Index Research Report", and Hengjie Bathroom became the "2020 China Brand Day Home Furnishing New Domestic Product Index Research Report". The leading brand in the home furnishing new domestic sanitary ware industry."
This means that with the arrival of the national trend, more and more people are beginning to pay attention to, choose, and favor domestic products. If you think about it carefully, our country has a number of familiar time-honored brands, such as Pechoin, Xinghualou, Tongrentang, Moutai, etc., as well as a number of brands that have entered the mind: Huawei, Gree, Haier, Li Ning, Hengjie... From mobile phones to home appliances, from computers When it comes to air conditioners, we know and fall in love with domestic products. From Made in China to Chinese brands, the evolution process surprises us: In the past, we won the market with price, but now we defend the moat with quality and technology, and capture the mind with value.
The journey of domestic products: from “technical gaps” to “intelligent manufacturing of domestic products”
As an imported product, sanitary ware was first introduced from the West. Modern sanitary ware production started relatively late in China. Domestic mid-to-high-end consumption was once dominated by international brands, and everyone has a special liking for "imported" products.
In the past 40 years, the "back wave" of Chinese sanitary ware has been surging. A number of Chinese brands such as Hengjie sanitary ware have been eager to catch up, and the consumer psychology of "worship of foreign brands" has gradually faded away. Just like compared with European, American and Japanese brands that started in the 18th and 19th centuries, Hengjie Bathroom, founded in 1998, is just a young "back wave". However, who says that the back wave is not as good as the front wave?
Today, consumers do not “support domestic products for the sake of supporting domestic products”, but because domestic products are really useful (good quality, strong technology, good appearance, etc.), and thus become fans of domestic products. This process is accompanied by the power and transformation of growth, but also mixed with the suffering and pain of growth. Perhaps, all this needs to be understood from the three major development stages of China's sanitary ware in modern times——
The first stage: from "technical gap" to beginning to take shape(1977-1992)
In 1914, China's first sanitary ceramics came out in Tangshan, marking the beginning of Chinese sanitary ware. However, by 1977, Tangshan Ceramics took the first step and successfully researched the oil-fired flame tunnel kiln and realized sanitary ceramics. The production of sagger-less bowls means that Chinese sanitary ware has begun to accelerate. In 1978, it successfully developed an automatic grouting production line for sanitary ceramic wash masks; in 1983, it pioneered the "grouting bonding method" for making sanitary porcelain blanks in China, and successfully developed a micro-pressure casting molding process for sanitary ceramics; in 1986, it absorbed the vertical pouring technology of German sanitary ceramics. Production line technology has created a new era of sanitary ceramic molding in my country. Foshan Ceramics has also embarked on the "fast lane" of great development, focusing on products such as squat toilets, toilets and wash basins. By the early 1990s, China's construction and sanitary ceramic production capacity gradually increased, initially laying the foundation for becoming a major sanitary ware country.
Policy changes also affect industry trends. In 1980, China proposed reform of the housing system and took the road of housing commercialization, which promoted the popularization of squat toilets and sitting toilets in bathrooms. In 1992, the central government proposed the establishment of a socialist market economic system for the first time, which led to an upsurge in real estate development and ushered in a warm spring for China's home furnishing industry.
The second stageHigh-speed growth stage branding becomes mainstream (1993-2012 strong>)
This is the golden twenty years for the development of the sanitary ware industry. A number of domestic mainstream brands such as Hengjie Bathroom were born at this stage. They passed the first stage of technology accumulation and strengthened the introduction of new technologies for the production of new bathroom products. The products were continuously optimized to meet the needs of domestic and foreign markets and enter the international market. At the same time, 13 sanitary ware production areas have gradually formed in China, including Foshan, Tangshan, Jiangmen, Zhongshan, Chengdu, Taizhou, and Yuhuan.
In 1993, China's output of architectural ceramics and sanitary ceramics both ranked first in the world, becoming the world's largest producer of architectural and sanitary ceramics. In 2006, China's export volume of sanitary ceramics ranked first in the world, becoming a major exporter of architectural and sanitary ceramics in the world. The industry has also gradually shifted from focusing on "output" to focusing on "quality". A number of excellent local sanitary ware brands have emerged at this stage. Hengjie was also born at this stage, riding on the spring breeze of rapid development of the industry and growing towards the sun.
The thirdthirdstage industry accelerates new domestic products to become mainstream (2013< strong>year-present)
Since entering 2013, China has continued to optimize and adjust its industrial structure, promote independent research and development and innovation, and deepen supply-side structural reforms, so that Chinese manufacturing is gradually getting rid of the low value-added symbol of "the world's factory" and transforming into "intelligent manufacturing in China" . Bathroom ware companies follow the trend of "intelligent manufacturing in China"quo;Transformation, the industry is accelerating reshuffle, capital, talent, technology, channels, ecological chain, etc. are accelerating to move closer to leading companies.
As China enters the era of quality, brand, and intelligence, more and more consumers are willing to choose new domestic products for sanitary ware, and the market demand for smart sanitary ware is gradually released.
Hengjie Story: "Lalang" comes from quality
The development of almost all Chinese sanitary ware brands follows one principle: approach the market from the manufacturing side, improve quality, create brands, and move towards brand development. The development path of Hengjie just proves the growth process of domestic sanitary ware products - from start to take-off, from manufacturing to intelligent manufacturing, from becoming a leading brand of new domestic products for home furnishings, the original intention of "persistence in heart, focusing on quality" has never changed .
To move towards a brand, the first core is the hard-core improvement from quality to technology. If you want to know the current situation of a bathroom brand, you can understand it by observing its network layout and sales data; if you want to predict the future direction of a brand, you should pay attention to its laboratory investment, R&D investment and R&D strength. Technology and quality are precisely the most important bargaining chips for Hengjie to become the representative of new domestic products in sanitary ware.
Hengjie R&D Center currently has more than 80+ professional engineers dedicated to product technology research and development, has mastered nearly a thousand bathroom patents, and has more than 4,000 square meters of laboratories recognized by the National Water Efficiency Laboratory and the National CNAS Laboratory. , So far, Hengjie has participated in nearly 50 national and industry standards. The heavy data is the best interpretation of focusing on technology.
With the strong backing of professional R&D and production, Hengjie products have also won reputation among consumers, whether it is the 3.5L super cyclone super water-saving toilet launched in 2013 or the smart double-Q toilet with 47 patents. They have won a good reputation among consumers in the market, and have won authoritative awards such as the "Boiling Cup Quality Gold Award", the "Recommended Quality Products for Consumption Upgrade" from the Light Industry Federation, and the "People's Ingenuity Product Award" from People's Daily Online.
Of course, in addition to technologyContinuous innovation in technology research and development, continuous improvement of product quality, aesthetic progress in design and packaging, and innovative use of Chinese elements are the secrets for Hengjie, as a new domestic product, to quickly attract a new generation of consumers.
Feelings about domestic products: Continue to "deposit money" into brand accounts
As a representative brand of new domestic products in bathroom ware, Hengjie’s brand appeal is clear and clear, which is to focus on users, continue to innovate on the basis of quality and technology, and become a domestic brand favored by consumers. The brand performance in recent years can be understood as continuous "depositing money" into the brand account. Including the cross-border cooperation between Hengjie and "Forbidden City Palace Culture", the Chinese auspicious elements are integrated into the design of smart bathroom products to create a "one-of-a-kind" bathroom space, which is a beautiful domestic product show.
Hengjie also appeared in New York Fashion Week and became popular in the fashion circle. It became the first Chinese sanitary ware brand to appear in New York Fashion Week, showing the vitality and charm of domestic products with cross-border elements.
The soul of domestic brands lies in the spirit of the country - responsibility.
2020 is a year of crisis for the world. An epidemic has almost rewritten the global landscape. In addition to settling down, Chinese companies have more responsibilities of the times. During the raging epidemic, Hengjie rushed to Wuhan Huoshenshan Hospital and "Xiaotangshan" hospitals in many places to provide sanitary ware support construction to make the brand more warm.
At the same time, during the epidemic period, the "Hengjie Online-Bathroom 24-hour remote troubleshooting service", regardless of brand, was launched for household users across the country, providing free consultation on the use, faults, maintenance, and repair of bathroom products, and providing remote Guidance and troubleshooting services - Hengjie immediately responds to users' needs during the epidemic and cares for consumers' innovative services, making countless families' home life more quality-guaranteed.
Jean Baudrillard mentioned in his book "Consumer Society" that consumption in modern society has changed from an economic concept to a cultural concept. For bathroom brands, only by deeply understanding the new consumption demands of young people and the quality lifestyles behind them can they see the future clearly.
From the overall brand development path of Hengjie Bathroom, it is not difficult to find that picky product pursuit, ultimate user thinking, and vivid emotional resonance have given the brand more cultural and spiritual connotations, which are the real pursuit of current consumers location.
Yes, the "back wave" of bathroom ware is on the rise. Under the trend of domestic products, we hope that Chinese brands represented by Hengjie will continue to provide consumers with better products in functional innovation, technological innovation, service innovation, cultural innovation and other dimensions. Experience, ushering in "the time when domestic products shine brightly".
"Rush, back wave! In the surging river, go upstream and move forward indomitably!" This is the voice of Hengjie and the voice of China Bathroom!
(This article is provided by the enterprise)
