首頁即時動態(tài) 漢瑪克李建海：解碼中國高奢衛(wèi)浴崛起之路

漢瑪克李建海：解碼中國高奢衛(wèi)浴崛起之路

來源：家居百科時間：2025年07月17日 18:04

Global Bath Fittings Industry: Breakthrough Strategies Global Bath Fittings Industry: Breakthrough Strategies

In the current deep adjustment and fierce competition in the global bath fittings industry, how can the high-end market break through the bottleneck of growth? How can local brands achieve value leapfrogging and rise to the high-end of the global value chain? The "Big咖 Guest Room" column of New Bathing Net specially invites Lijianhai, the leader in the field of smart thermostatic showers in China and the chairman of Hanmak, to deeply analyze his forward-looking judgment on the global industry trends and Hanmak's breakthrough strategies for high-quality growth during the industry reshuffling period.

New Bathing Net General Manager Jiang Caixia (left); Hanmak Chairman Lijianhai (right)

Inspiration for the Beyond Journey in High-End Market Outbreak

New Bathing Net: Hello, Chairman Lijianhai, thank you very much for accepting the interview of New Bathing Net "Big咖 Guest Room". First, would you like to talk about your view on the overall development trend of the current Chinese bath fittings industry?

Lijianhai: From the perspective of economics, the Chinese bath fittings market is a "perfectly competitive market" and presents polarization: the high-end market is in the key transformation period of "consumption upgrading, technology iteration, and the rise of domestic products", showing three trends of "high-end, intelligent, and green". While the mid-to-low-end market is in a highly convoluted period, overcapacity, 5000 small and medium-sized brands are陷入price war, many enterprises even sacrifice quality and user experience for惡性 price competition. However, in general, the Chinese bath fittings industry is still a sunrise industry with a promising future.

Is the Rise of Domestic Luxury Bath Brands an Inevitable Trend?

New Bathing Net: You are full of confidence in the industry prospects, and Hanmak has clearly proposed the strategic goal of "China's Luxury Smart Thermostatic Shower Brand Beyond Journey". In your opinion, has the rise of our domestic luxury bath brands become an inevitable trend?

Lijianhai: I believe so, it is the inevitable result of the development of the times. As a leading brand in the field of smart thermostatic showers in China, Hanmak (HIMARK) has core competitiveness in technological innovation, intelligent manufacturing, design aesthetics, precise market positioning, and ecological layout. Frankly speaking, we have already exceeded international brands in these hard power dimensions. Of course, there is still room for improvement in terms of brand history precipitation and global consumer awareness. But the key driving factors have emerged: the rise of the young generation of consumers, whose consumption awareness is more mature and confident; the rapid improvement of China's overall intelligent manufacturing capabilities; and the awakening of cultural confidence with the enhancement of national strength. These factors together constitute a solid foundation for the rise of domestic luxury brands.

The "Three-in-One" Breakthrough Method for Counter-Cyclical Growth

New Bathing Net: Under the current environment of market downturn and intense industry internalization, Hanmak has achieved a continuous and stable growth of more than 30% per year, which has attracted wide industry attention. How has Hanmak done to break through the bottleneck and break out?

Lijianhai: As a Chinese brand focusing on high-end intelligent thermostatic showers, Hanmak has achieved counter-cyclical growth in the current environment. I summarize it as the "three-in-one" breakthrough method:

Technological leadership: Hanmak has mastered the ±1℃ precise temperature control core technology, making the product applicable to all water heaters and completely solving the technical problem of cold and hot water temperature changes during bathing. The company has more than 300 patents, which constitutes our technological moat. Design differentiation: Hanmak has launched the "Super Master" series, using the "four super and one more" (super fashionable, super simple, super delicate, super luxurious, multi-color) design logic, combining function and aesthetics. Its "one high and four more" research and development logic (high technology, more comfortable, more convenient, safer, healthier) provides support for product differentiated competition. Marketing innovation: Hanmak holds media open days, creates immersive experience showrooms, organizes designer sharing seminars, participates in industry summits and international exhibitions, and other ways to enhance brand influence. Channel empowerment: Hanmak provides data-driven user profile systems, scene-based terminal display schemes, and customized marketing toolkits for distributors to help Hanmak brand accurately reach target groups.

Technological depth, aesthetic height, ecological width, the synergistic resonance of these three, is the core logic of Hanmak breaking through the internalization.

Strategic Layout of 1000 Stores across the Country

New Bathing Net: We have noticed that this year Hanmak has been active in channel construction, opened hundreds of square meters of large stores, and proposed the ambitious "three-year build 1000 stores" strategy. Can you introduce in detail the current channel layout plan of Hanmak? At the same time, what suggestions do you have for domestic bath distributors who are still holding on in the current complex and低迷 market situation?

Lijianhai: In terms of channel layout, Hanmak plans to establish one thousand "Hanmak luxury intelligent thermostatic shower experience centers" across the country in the next three years, recruit one thousand distributors to join; Establish 200-500 square meters flagship experience centers in strategic cities such as Chengdu, Hangzhou, Wuhan, Xi'an, Zhengzhou, Shenyang, Urumqi, Dalian, etc., economic developed cities and central cities; Establish 100-200 square meters experience centers in second and third-tier cities, and 50-80 square meters experience centers in fourth and fifth-tier cities. Hanmak will provide comprehensive support and help to distributors through experience in technology research and development, product design, market expansion, and other aspects.

For domestic bath industry distributors, in the current complex and downturn market situation, I have three suggestions:

First, maintain strategic determination: First of all, believe that the industry we are in is still a sunrise industry, the Chinese middle-income population is continuing to expand, and the consumption of the new generation of young consumer groups is upgrading and iterating. China is actively promoting domestic circulation and boosting consumption policies, so the prospects are bright. Second, adjust strategic direction: With the rise of the new generation of consumer groups, the trend of international brand elimination is strengthening, and domestic brands are becoming the mainstream of consumption. Distributors need to adjust strategic direction and market layout; resolutely reduce the proportion of international brands in the company's share. Third, cultivate strategic vision: With the rise of domestic bath brands, whether it is intelligent toilets, thermostatic showers, or bathroom cabinets, shower enclosures, and other products, domestic high-end brands have already fully surpassed imported brands in terms of product quality, functions, appearance, and technological innovation. Distributor leaders should take the initiative to obtain the agency rights of these single-category leading brands in the short term, so as to achieve long-term survival and sustainable development in the future. Hanmak Channel Strategy

Industry Responsibility Behind the Honor

New Bathing Net: Congratulations on your winning the Golden Elephant Award "2025 China Intelligent Thermostatic Shower Leader" this year, and Hanmak has also been elected as a member unit of the Guangdong Provincial Bath Industry Association and won the Golden Elephant Award "2025 China Intelligent Thermostatic Shower Designer Recommended Brand". What do you think these heavy honors mean for Hanmak?

Lijianhai: Thank you for the industry recognition. Both I and all the staff of Hanmak feel very honored, but also feel a heavy responsibility. I will continue to lead Hanmak and be willing to work with peers to take on our responsibilities in the following aspects:

Continuously lead innovation: Adhere to the "technology breakthrough, design upgrade, and ecological reconstruction" combination strategy, continuously break through self, achieve counter-cyclical growth, and explore high-quality growth paths for the industry. Set up a benchmark for domestic products: With a firm "cultural confidence" as the core, improve the expression of Oriental aesthetics in products, refine the bathing experience, and lead domestic brands to truly break out into the global market. Convey Oriental wisdom: Our ultimate vision is to let global consumers enjoy the excellent bathing experience integrated with Oriental aesthetics and modern technology, and let the world feel the charm of Chinese intelligence manufacturing and Chinese culture. Hanmak Honors

The dialogue with Lijianhai, the president of the Chinese bath industry leader, can deeply feel the strategic determination and innovation passion of a Chinese bath industry leader. On Hanmak, we see the perfect integration of technological strength and soft power of Oriental aesthetics, see the systematic methodology for breaking through internalization, and see the Chinese bath industry represented by Hanmak firmly moving from "manufacturing" to "intelligence", from "following" to "leading". Hanmak's "beyond journey" is not only a story of a brand but also a vivid microcosm of the transformation and upgrading of the Chinese bath industry. Every step of Hanmak's "beyond journey" is worthy of the industry's expectations and attention. Let us look forward to it.

網(wǎng)址: 漢瑪克李建海：解碼中國高奢衛(wèi)浴崛起之路 http://www.businessinterruptionsclaims.com/newsview127000.html

所屬分類：熱門推薦