Fujian Nan'an Hardware & Plumbing Base Rise Strongly

Fujian Nan'an, as one of the country's three largest plumbing industry bases, has an annual output value of more than 600 million plumbing companies, accounting for half of the domestic market. Currently, the city has 4 Chinese famous brands and 8 well-known Chinese trademarks. It is set up in the company's national laboratories and national testing centers. It also has the nation's only professional plumbing market, named after the national name, the largest scale, and the highest degree of specialization. —— "China Plumbing City", Nan'an has become the most influential plumbing sanitary industry gathering place in China. After 30 years of development, the sanitary plumbing industry cluster in Fujian, which is centered on Nanan, has now occupied 70% of the total annual consumption of similar products in the country. It is worth noting that in recent years, Nanan faucet hardware plumbing companies such as brilliant, Shenlu, Zhongyu, Jiumu, etc. have been involved in the production of ceramic products, the product line is more abundant and complete.



200,000 metal plumbing marketing force gathering place



“Nan'an's hardware and plumbing industry has a marketing team of 200,000. The sales of 70% of the national hardware and plumbing industry are made by Nanan people.” Although we know that Nan'an’s hardware and plumbing companies account for almost half of the domestic market, Mr. Hong Jiancheng, vice chairman of the Shenluda Group, was not surprised to introduce Nanan’s hardware and plumbing industry, but we were still surprised.



Although both belong to the manufacturing industry and have involved in ceramic products, unlike Foshan Ceramics, which is well known in the world, Nanan's hardware and plumbing industry is strong in sales. “A lot of products may be made in Zhejiang, Wenzhou, or Guangdong, but sales are absolutely "Nan'an has done it." For some other producing areas in the country, Hong Jiancheng is not unfamiliar. Therefore, he is also very clear about the advantages of Nan'an.



In the age when a channel is king, what does it mean to control the terminal? From a lot of ceramic tile enterprises to the designer's near-wrapped "concern" and dependence on dealers can be perceived, the control of the terminal means to control the fate of the enterprise's success or failure. Nan'an's hardware and plumbing industry is still springing up when some other manufacturing industries feel the coolness of autumn. On the one hand, it is related to the characteristics of the hardware plumbing industry itself. It is a product with a relatively small elasticity; on the other hand, it is also related to Nanan people themselves. On the control of sales channels, this point is worth learning from ceramic companies, how to control the terminal to withstand the risks posed by economic fluctuations?



Old factory building, CCTV advertising and China famous brand



In people’s conventional impressions, titles such as China’s famous brand products and China’s well-known trademarks are associated with uniform image ads, magnificent corporate buildings, and large-scale factories. In some ceramic production areas such as Foshan, each Enterprises will pay great attention to their own showroom design and marketing center layout, but Nanan's hardware and plumbing companies have given us a lot of "shock" and accidents.



In the Nan'an Yulin Industrial Zone, the old factory entrance of the Shenluda Group, the gold-plated characters have been somewhat mottled. The computer and busy employees inside the office show that this is still a modern factory. In the vicinity of the Shenluda Group, it is another old factory site of the well-known trademark “Honglang” in China. When we found it, the workers at the entrance were loading goods on a truck. If it weren’t for the “Fuquan Group” brand on the door, It is hard to believe that this is the birthplace of Honglang. In stark contrast to the old factory area, a large number of image ads were invested by leading companies in CCTV, and they were derived from the needs of enterprise development. Large and medium-sized enterprises were preparing to build and had already built new industrial parks and factories, including Zhong Yu and Shen Luda. , brilliant, nine animal husbandry and so on.




Olympics, the rise of the bathroom and the four leading companies



Compared with the sporting goods manufacturers in Jinjiang and other food companies in Fujian, Nanan's hardware and plumbing companies are relatively low-key because of the characteristics of the products themselves and the different sales channels. However, with the enhancement of corporate brand awareness, Nanan’s hardware and water-heating companies have become familiar to the world in the past two years. Both Zhongyu, who has returned to China from Europe, or Jiumu, who sponsors the same song, or has invested heavily in CCTV to create a brand of glory or Shenluda, is becoming more and more familiar and familiar to consumers.



The 2008 Olympic Games not only gave the athletes the opportunity to win gold medals, but also provided decorative materials companies with an opportunity to win gold medals. Walking into the Olympic Games Stadiums such as the Bird’s Nest, the National Aquatics Center, and the National Olympic Sports Center, people will be amazed at the places where toilets and bathing rooms for athletes need plumbing and sanitary ware. The products used are made by Nanan. Nanan people are good at selling products and are better at promoting their own brands. In 2007, Zhongyu and Brilliant, etc., successively started the Olympic strategy and played a high-profile Olympic game.



In Nanan's China Plumbing City, Zhongyu, Jiumu, Brilliant, and Shenluda have their own exhibition halls. Relative to the factory, each brand's exhibition hall is more luxurious, and in terms of products, ceramic products and hardware plumbing products are basically displayed together to highlight the integrity of the bathroom space.



Nanan Hardware & Plumbing Co., Ltd. tomorrow: Follow the brand road to catch up?



Compared with other producing areas in the country, Nanan's hardware and plumbing companies pay more attention to brand building. Entering the industrial zone, there are many advertisements for sanitary wares and leading enterprises everywhere, and the heavy investment of Nanan companies in CCTV is hardly worthwhile for other production areas. In the field of hardware and plumbing, foreign companies are not rivals of Chinese companies in terms of “quantity”, but there is still a gap in “quality” and brand awareness and influence. Fortunately, Nanan’s enterprises have realized this. a little.



"If you don't do anything with the brand, then you may lose market share and the overall competitiveness of the market," said Cai Jilin, vice chairman of Zhongyu Group, in a forum.



“We are not on a starting line with Kohler and TOTO right now, but there will certainly be competition in the future. We definitely want to be branded, not just in terms of quantity.” Shen Jianda Group Vice Chairman Hong Jiancheng told the Focus Home Network reporter.



"From the core of our business, our strategy has never changed, is the brand-oriented, market-oriented, has never changed." Talking about the development of Jiumu, the vice president of marketing of Jiumu Group, Wang Yongqi emphasized that from doing “the first brand of national sanitary ware” to “the world famous brand of sanitary ware”, Jiumu has been taking the brand road.