From the return of Shantou to the Shanghai kitchen and bathroom exhibition

On May 26th, the 17th Shanghai Kitchen and Bath Show was held at the New Shanghai International Expo Center. Every year, the annual kitchen and bathroom industry event attracts thousands of domestic and foreign brands to participate. In 2012, in the face of the remnants of the king, whether the company participated in the Shanghai Kitchen and Bath Show and the performance at the exhibition were extremely concerned. Netease Home summarizes the performance of the 2012 Shanghai Kitchen and Bath Show in the sluggish industry. The number of exhibitors and visitors is not as good as before. The fancy promotion has been significantly reduced. The sanitary industry has gone from star celebrities to returning products and using smart products to attack the high-end market; The cabinet industry shifted its focus from the product to the overall quality of home life.

The number of exhibitors has fallen sharply

Compared with previous years, the flow of visitors has been significantly reduced. In the past, the entrance hall has not been in the entrance hall, and the audience of the Shanghai Kitchen and Bath Show can be “long-term drive” without any delay. In the past, the bustling crowds in the pavilion could not be seen in this session. Many exhibitors said that the number of visitors to this exhibition was not as good as before. Han Tongbing, general manager of Hanli cabinets, even more bluntly felt that the number of exhibitors in this year felt only about half of last year. The Han Li team, which had long anticipated the objective situation, has more to use this exhibition as a platform for new product launches and a display channel for brand image, and has not placed high hopes on this exhibition. Ou Lin's home director Dai Dongyao believes that Ou Lin has participated in many sessions of the Shanghai Kitchen and Bath Show. This time, the real estate market policy has fully shown the strong influence of the home building materials that are closely related to real estate performance. Chen Zhaodong, chairman of Haozhaotou, said that although the individual has not had time to browse the entire venue at his own corporate booth, he has heard the feedback from many dealers, and he has learned that the popularity of this exhibition is quite different from the past.

On-site flow: heat reduction is biased towards brand promotion

From the official website of the exhibition, it is seen that the enterprises participating in the Shanghai Kitchen and Bath Show have greatly improved this year (as shown in the figure). In 2011, many simple exhibition halls were built on the lawns of the Expo Center, due to the Shanghai New International Expo this year. The use of the center's N1~N4 pavilion has reduced the pressure on the off-site booths. The increase in the area of ​​the pavilion has made the exhibition feel "loose".

Shanghai Kitchen and Bath Show Annual Exhibition Enterprise Data

When the reporter visited the key enterprises in the museum, he found that in the past few years, the popularity of several key exhibition halls was obviously not as good as in previous years, and many media issued a sigh of “the sudden decline in the popularity of the exhibition”. However, Netease home reporters and business representatives learned that exchange companies hope to communicate with old merchants through the platform of the exhibition, and the expectations for new investment are also reduced, so the evaluation of the exhibition is relatively calm and objective. Yang Hong, director of the Whale Sanitary Ware Market, revealed that Whale Whales appeared as a cruise ship this year. More hope is to promote the brand image through the platform of the exhibition. In addition, it also has opportunities to communicate with old customers. Her evaluation of the Shanghai Kitchen and Bath Show is still quite high this year. Fang Huihua, director of marketing of Huamei Jia Sanitary Ware, also said that the effect of the exhibition can not be evaluated only by the flow of people. "The number of well-known foreign sanitary ware exhibitions may not be much in China, but the high quality target of the merchants is concentrated, and it has a great influence in the industry."

Compared with the Shanghai Kitchen and Bath Show in 2011, this year's exhibitors have lost a lot of enthusiasm and fancy. Most of the brand companies at this year's show have chosen a relatively low-key "product display". The popular star-studded helpers in the past two years are rare.

This year's only bathroom and Xintai and bathroom star support have become a topic, the only bathroom invited Wang Lihong is the most popular star this year, and Xintai and bathroom invited dry dew has become the most controversial "star." For the less well-known brands, the stars can be promoted in the instant of the exhibition, but after the star left, there is no good product, and people still can't stay in the museum. Most brand companies have begun to calmly and maturely. Last year, Huayi Sanitary Co., Ltd. signed a contract with Lu Yi during the kitchen and bathroom exhibition. This year, Huayi Sanitary Ware also returned to show the origin of the products, highlighting the product classification and characteristics in the layout of the exhibition hall, and asking the Spanish designers to come to the stage to tell the products. Ideas and advantages. Liang Xiuhong, manager of Huayi Sanitary Ware Market, told NetEase Home that the product is always the most powerful propaganda. The star is the product that the exhibitor wants to see.

Sanitary industry: seize the market with high-end products

In 2012, the sanitary ware market implies a lot of insidiousness. From the feedback of the dealers at the exhibition, the terminal stores are facing the tide of withdrawal, and many stores are in a difficult state. Economist Guo Shiping once said, "Chinese companies have entered the winter, and 25% of home furnishing enterprises are going to die." With the industry competition escalating, the home furnishing industry, including the sanitary industry, is gradually entering the era of low profit. In such a market situation, high-end bathroom products have become the strongest magic weapon for enterprises to improve their profits and vitality. At the exhibition site, Netease Home also saw that the brands and products with high-end people as the main consumer groups gained increasing attention.

In the pavilion where the flow of people is relatively reduced, many high-end brand exhibition halls have always been crowded. The high-end bathroom that specializes in high-end bathroom cabinets is unveiled in the luxurious Swarovski Crystal Elements Pavilion. The pavilion is always crowded with merchants to visit and negotiate. Gao Yiming brand manager Li Yiming revealed that the Shanghai exhibition was to showcase the brand image and the latest product technology. The price of a new bathroom cabinet was over 100,000. He said that due to the completion of the national high-end consumer area layout, Gaodi has no investment pressure for this exhibition. The well-known foreign brands such as Kohler, TOTO, Lejia, Hansgrohe and other high-end bathroom products also had a good response at the exhibition.

Cabinet industry: the kitchen has a more integrated family living space

　　 Throughout the 2012 Shanghai Cabinet Show, the new generation of kitchen design concept is not to emphasize a certain product, some specific details, but an interpretation of a better life, the integration of home leisure and entertainment space.

The gold medal invited the designer Mattia Pareschi from Milan to build around the “center of kitchen life”. The most important point of creativity is the division and understanding of a kitchen space. People used to think that the kitchen is a functional space, but in the gold kitchen design, it creates such a transparent partition, and it has its own functionality. It can be used as a tray to support the cabinet, and it also blends and partitions the kitchen space and living space, making this space the center of the family living space.

Gold kitchen living space designer display works

A set of products with high cost performance exhibited by Sakura's whole kitchen. According to Lin Chongguang, the whole kitchen department of Sakura, this new product called “Different Space” is also a whole open space design, integrating cooking, entertainment, learning and socializing. The function is integrated into one, which conforms to the popular trend of home decoration. While realizing the integration of cabinet electricity, it meets more individual requirements. The open kitchen and living room have more exchanges and bring more opportunities for integration.

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