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As the world's largest sanitary kitchen market, China is witnessing a surge in competition within its domestic sanitary ware industry. With the rapid development of digital technology, consumer behavior has evolved, especially among the younger generations—those born in the 80s and 90s. These consumers are more tech-savvy and have developed new shopping habits, favoring convenience, speed, and value. In response to this shift, the sanitary ware sector must adapt by rethinking both its marketing strategies and product design.
The rise of group buying has introduced a new dynamic into the bathroom market. Factors such as rising raw material costs, higher logistics and labor expenses have pushed companies into a high-cost environment. While price increases can help mitigate some of these pressures, they are not a long-term solution. To stay competitive, many bathroom brands are turning to online group purchasing platforms as a new channel for reaching customers. Both online and offline group buying have become hot topics in the industry, offering a fresh way to engage with consumers.
The popularity of group buying has grown rapidly, with over 64.65 million users in China, representing a 244.8% annual increase. Search trends also reflect this trend: entering "home buying" on Baidu yields over 33.5 million results. This growing interest has created a competitive landscape where traditional retailers face challenges but also gain new opportunities. Group buying promotions often attract customers away from physical stores, intensifying both healthy and unhealthy competition in the market.
Traditional home building material stores are increasingly concerned about the influence of group buying websites. These sites often organize exhibitions and use branding tactics to lure customers. One store manager in Zhengzhou shared his frustration, explaining that group buying platforms sent staff directly to their malls, using the store’s brand reputation to attract shoppers. This has put pressure on traditional retail spaces, which already face high operational costs like rent, renovation, and labor.
Industry insiders note that group buying has been around since 2010, but its impact became more visible recently. Some platforms have taken advantage of well-known brands without permission, creating confusion among consumers. For example, one website claimed a Hong Kong furniture brand was participating in a group buy, only for customers to discover later that the brand had no involvement.
Despite the challenges, experts believe that group buying is here to stay. It pushes traditional retailers to innovate and improve their business models, ultimately benefiting the industry and consumers. By combining the strengths of online platforms—such as convenience and cost-efficiency—with the trust and experience of physical stores, both sides can benefit.
Some traditional stores are now launching their own group buying platforms or collaborating with existing ones. For instance, a mall in Zhengzhou has set up an online marketplace to meet modern consumer demands. Meanwhile, group buying sites are also exploring offline presence, blending online and offline experiences to better serve customers.
In conclusion, while competition exists between traditional stores and group buying platforms, there is also great potential for collaboration. The future of the bathroom and home goods industry lies in adapting to changing consumer preferences and leveraging the best of both worlds.