Bathroom business marketing is more diversified
In 2013, the sanitary ware industry faced significant external challenges, making innovative marketing strategies crucial for sustainable development. Companies that embraced new approaches not only survived but also set a powerful example for others to follow. By seizing opportunities in tough times and boldly innovating, leading enterprises demonstrated how creativity can drive progress and growth in the sector.
One notable example was the release of the humorous micro-civilization comedy "The Guardian of the Toilet" on January 1st. Within just one week, it reached over a million views, with its associated platform, Summit Bathroom, gaining widespread attention.
In June 2013, Jinpai Sanitary Co., Ltd., a well-known Chinese brand, partnered with the “Diving Prince†for a nationwide tour called “Golden Star Jumping, Tianliang China Tour.†This campaign aimed to promote national sanitary ware by spreading positive energy and creating the first national brand. The event traveled across multiple cities, including Xuzhou, Shanxi, and Jinzhong, helping thousands of students with dreams and financial difficulties.
On December 20th, 2013, Guanzhu Sanitary’s micro-film “Heart†made it into the top 50 of the Beijing International Microfilm Festival. The film not only boosted the brand’s reputation but also proved that micro-films could be an effective tool for marketing in the sanitary industry.
WeChat marketing also gained traction, with dozens of Taowei companies launching official WeChat accounts to engage with customers directly and build stronger online presence.
By the end of 2013, Brilliant Plumbing collaborated with Quanzhou Kung Fu Animation Company to create a cute and engaging bathroom-themed anime film. Through humorous storytelling, the film helped consumers better understand the products and the company's culture while keeping the audience entertained.
Diversified marketing strategies have become increasingly important as companies recognize the limitations of traditional methods. While concepts like “channel is king†or “terminal is king†have driven some success, they often lack long-term strategic thinking. Focusing too much on one aspect can lead to short-lived results. Therefore, more businesses are now exploring broader, more creative ways to connect with their audiences and build lasting value.
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