The Study Of China National Sanitary Brands Development

The sanitary ware products mentioned in this article include metal hardware and ceramicproducts used in wash room and bath room, as well as kitchen faucet and shower cubicle butexclude construction building ceramic products.With the entrance of new century China has become one of the largest manufacturingcountries. However, what embarrasses us is that China is a country which is lack of brands inmanufacturing industry. According to a report from World Brand Laboratory in2009there areonly18brands from China in the top500brands in the world while241are American brands.Among the18Chinese brands only5brands are related to manufacturing. In sanitary wareindustry young Chinese companies like JOMOO and JOYOU were forced to compete withmany top foreign brands like KOHLER and TOTO in domestic marketing. These companieshave to build up their own brands so as to talk to competitors at the same level.The purpose of this article is to study the case of JOMOO Sanitary so as to pursue a wayof developing its brand. It also expects the findings could inspire the government, industry andother local companies, which have been on the way of developing their own brands. In thisarticle the study methods such as STP theory,4P marketing theory, SWOT and TQM conceptwere deployed to support the analysis.Firstly, this article introduces the current development situation in domestic and globalmarketing. It pays special attention to the change of this situation after recently happenedeconomic crisis.Secondly, it will introduce JOMOO Sanitary and explain why JOMOO needs to build upits own strong brand.Thirdly, this article will give the way for local companies in developing their own brands.Based on the case study of JOMOO Sanitary it tells some key points including Brand Strategy,Innovation, Quality, Marketing, Brand Marketing and Crisis Management that JOMOO shouldfocus on developing its own brand.In the last, through the analysis on how JOMOO should develop its own brand this articleconcludes how other local brands in sanitary industry could stand out among so many famousinternational brands.