Over the past forty-five years since the reform and opening up, China’s sanitary ware industry has gone through many rounds of scale, high-end, intelligent waves of change. As China’s sanitary industry’s pro-life, promoter, innovator, home furnishing new national goods leading brand Shouya has always stepped on the key beat of the sanitary market development, is committed to leading the sanitary industry towards the direction of high-quality sustainable development to accelerate the progress. Recently, the first elegant official announcement of the brand upgrade, a new brand proposition, a new brand positioning, and a new brand image. Standing at the new node of the post epidemic era in 2023, Shouya’s brand upgrading initiative also marks the metamorphosis of its brand connotation and vitality again.
In March 2023, the invitation of the same focused, innovative attitude, high demand for their own work, the word “quality” has its own unique views of the spokesperson, highly recognized inside and outside the circle, which also coincides with the core concept of the brand upgrade of the Shouya – “quality of life” as the core demand, through a new brand proposition and brand communication, to redefine the brand. This is also in line with the core concept of the brand upgrade – “quality of life” as the core demand, through a new brand proposition and brand communication, to redefine the understanding of “quality”.
The brand proposition of “Choosing quality is choosing life” is also a change made by Shouya to actively embrace the new generation of consumers. Along with the iteration of the new consumer group represented by Generation Z, their life philosophy, consumption attitude, and pursuit of quality are undergoing profound changes. In response to the new personality and social consumption needs of the new generation, Shouya has formally upgraded from the 1.0 proposition of “defining Shouya’s quality from the corporate dimension” to the 2.0 proposition of “defining Shouya’s quality from the consumer’s point of view”, and has transformed its products and services into a distinctive expression of its attitude towards quality life. At the same time, based on quality products and services, Shouya will also reshape consumers’ expectations of “quality”, advocate attitudes and values towards life, and lead consumers to new choices for quality lifestyles.
In recent years, with the transition of generations and the continuous improvement of consumption level, high-end, front, set has gradually evolved into an important trend in the consumer market of home appliances. For China’s sanitary ware industry, the past decade’s R & D and innovation firepower is mainly focused on the smart toilet single product, and the results are outstanding. Nowadays, China’s manufacturing brands by star single product to create the era of explosive win is gradually farther and farther away. It can be predicted that in the whole house under the rising tide of customized services, to provide consumers with one-stop solutions for the whole bathroom, or will become the common strength of the next decade of China’s sanitary ware brand direction, but also become the key to whether enterprises can achieve the “second growth curve” breakout.
With the brand upgrade as an opportunity, Shouya will be committed to bring consumers “full bathroom space solutions”, with more quality of life inspiration to effectively upgrade the sanitary ware life of Chinese families. Today, Shouya has completed from the bathroom cabinet single category, to provide consumers with “full bathroom space solutions” milestone leap. With this brand upgrade, solutions to meet different scenarios have been unveiled one after another.
In addition to bringing quality products to consumers, efficient landing quality service is also an important support for Shouya to realize the advancement from a single category to the full bathroom space solutions. In the current fast-paced busy city life, “lazy home” is increasingly favored by modern young people. Shouya is keenly aware of this “lazy” attribute of the consumer trend, for the quality of service to give more humane connotation breath.
The brand renewal of Shouya is based on quality products and services, and also comprehensively upgrades the image of 3.0 stores, creating a super symbol H, and debuting with a more energetic and youthful brand main visual vigor. The new Shouya 3.0 store image highlights a more modern and humanized experience, complemented by the super symbol H, which implies high-tech, high-quality and ultimate experience, making the brand more youthful and fashionable and adding to the atmosphere of the times.
This brand image upgrade is an all-round exploration of Shouya’s efforts to open up new fields of communication and interaction with young consumers. By constructing a more attractive and favorable space scene for young groups and taking the initiative to carry out two-way communication with them, the image of Shouya 3.0 stores pays practical attention to the actual demands and expectations of the new mainstream consumer groups, and aims to reach a connection and resonance with more young consumers in the inspirational spatial experience to satisfy their beautiful aspirations for quality of life and quality of space from the spiritual dimension, and at the same time highlights the brand’s leap forward in the spiritual value level. At the same time, it also highlights the leap in the spiritual value of the brand.
From “intelligent sanitary expert” to “full bathroom space solution provider”, Shouya will turn around again in 2023 after the comprehensive brand upgrade in 2017, advancing the brand proposition, reshaping the brand positioning and renewing the brand image. This is an important step for Shouya to enhance the diversified quality bathroom life experience of Chinese people, and also a new starting point for Shouya’s continuous cultivation and iterative development. As a representative brand of new national sanitary ware, Shouya will always start from the actual needs of consumers.
Post time: Dec-22-2023
