从渠道下沉到价值下沉，小牧卫浴引领县乡镇市场品牌革命

Core Viewpoint - The construction of a unified national market is a significant national strategy aimed at addressing key issues and promoting quality products while resisting low-quality competition [1][5]. Industry Overview - The Chinese bathroom market is valued at approximately 200 billion yuan, with towns and rural areas accounting for 58% of this market [5]. - The lower-tier markets have been dominated by regional brands and numerous inferior products, which total around 86 billion yuan [5]. - Consumers in these areas have a demand for high-quality bathroom products but face challenges due to limited purchasing channels and poor service [5]. Company Strategy - Xiaomu Bathroom, a brand under Jiumu Group, is actively targeting the rural market as part of its "Rural Revitalization, Beautiful China" initiative [6][12]. - The brand emphasizes quality, aesthetics, and smart features, aiming to cater to the younger generation's evolving consumption preferences [8][21]. - Xiaomu plans to establish a comprehensive channel network in lower-tier markets, covering various retail formats and collaborating with local stores [14][16]. Market Positioning - Xiaomu's brand value has surpassed 18.2 billion yuan, making it one of the top choices for young consumers in the bathroom sector [8]. - The company aims to penetrate the market with high-cost performance products, particularly targeting the younger demographic in rural areas [18][21]. - The strategy focuses on both short-term sales growth and long-term brand establishment in lower-tier markets [18][21]. Competitive Landscape - The bathroom industry has seen many brands attempt to penetrate lower-tier markets, but few have succeeded due to the need for reliable service and quality products [19]. - Xiaomu's approach to enhancing service capabilities alongside product quality is seen as crucial for success in these markets [19][21]. - The company's efforts are expected to drive quality upgrades in the bathroom product sector and promote a more standardized industry development [19][21].