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The traditional sales channel has long been the most effective and direct method for bathroom dealers, especially for those in the sanitary ware industry. It remains a top choice for brand promotion and market expansion. But with the rise of digital trends, even this time-honored approach is facing new challenges.
First, physical stores offer a tangible experience that online platforms struggle to match. Customers can see, touch, and feel the products, which helps transform simple transactions into immersive experiences. This sensory engagement triggers emotional and rational responses, making the shopping process more engaging and memorable. Through product design, service quality, and store ambiance, brands can create a harmonious identity that resonates with consumers.
Second, face-to-face interactions allow sales staff to act as consultants rather than just sellers. They can guide customers through the buying process, answer questions, and provide personalized recommendations. This one-on-one connection builds trust and loyalty, making it an essential part of the traditional model.
Third, physical stores serve as a symbol of credibility. For many consumers, the presence of a brick-and-mortar location reassures them about the quality and reliability of the brand. It also gives businesses a solid foundation to build their reputation and customer base.
Fourth, local dealers have access to regional resources, including social networks and capital, which helps in promoting the brand locally. Their efforts can significantly support the manufacturer’s broader marketing strategy and strengthen brand recognition in specific markets.
However, traditional sales channels are not without their flaws. Many branded manufacturers find it difficult to control their distributors, leading to inconsistent performance at the retail level. Issues like brand switching, short-term thinking, weak marketing strategies, and poor channel management often hinder long-term growth.
These shortcomings have paved the way for new sales models such as internet marketing, TV marketing, telemarketing, and direct-to-consumer approaches. Among these, online marketing stands out as particularly promising for the sanitary products sector.
Luo Baihui, a well-known expert in online brand marketing, points out that the number of internet users continues to grow rapidly, and their reach is expanding across all demographics. Younger generations, especially those born after 1980, are now the main drivers of online consumption. In the coming years, they will become the most powerful purchasing group. As a result, ignoring internet marketing would be a missed opportunity. It's not just a trend—it's the future of the market, and it's a big slice of the pie that every business should consider.