This concentrated hub of sanitary ware, with shower enclosures as its flagship product and an export-oriented sales strategy, demonstrates formidable strength.

　　Among PVC foam board manufacturers in the Jiangsu–Zhejiang–Shanghai region, a distinctive cluster industry has taken shape. A concentrated hub of sanitaryware firms—primarily producing shower enclosures and with export-oriented sales as their main driver—has demonstrated formidable strength. Accordingly, the author paid a special visit to two such enterprises, which are representative brands in the sanitaryware sector. The deputy director of the general office of one of the few local companies remarked: “At present, our output is predominantly for export; we do hope to capture a certain share of the domestic market as well. However, given the current situation, we anticipate numerous challenges.” Tianyi Co., Ltd. has also begun exploring ways to introduce its bathroom products into the domestic market through e-commerce, though this is likely only an experimental step in its broader push into the home market. Xie Xin, Secretary-General of the Sanitary Ware Committee of the All-China Federation of Industry and Commerce, likewise expressed reservations about the “export-to-domestic-sales” strategy. He noted that, judging from the firms’ equipment, technological capabilities, and well-established corporate management systems, these companies are fully capable of seizing market share. Nevertheless, when it comes to entering the domestic market, such enterprises that have long focused on exports appear rather apprehensive.

 

　　In the sanitaryware sector, most bathroom fixture companies are export-oriented—commonly referred to as OEM manufacturers. As a result, while they can achieve a certain level of profitability in overseas markets, their brand influence remains markedly weak. During our field visits, the head of Owen Sanitary Ware noted that the company’s decision not to enter the domestic market is rooted in objective realities. The domestic market for sanitary ware is predominantly mid- to low-end, with exports serving as the primary growth driver; consequently, there is still considerable room for improvement in terms of quality and technological expertise. Although operating as an OEM allows these companies to generate some profit, the gap compared with established international brands is undeniable. If they were to shift from exporting to selling domestically, they would face significant disadvantages in both technical capabilities and product design. While they do aspire to capture a meaningful share of the domestic market, they clearly feel ill-equipped to do so.