The e-commerce trend of the bathroom e-commerce is no longer a problem

According to the "35th Statistical Report on Internet Development in China" released by the China Internet Network Information Center, as of December 2014, the number of internet users in China reached 649 million, with an increase of 31.17 million new users compared to the previous year. The internet penetration rate stood at 47.9%, up from 45.8% at the end of 2013. This significant growth highlights the growing importance of e-commerce across various industries, including the sanitary sector. However, while online sales offer great opportunities, logistics has long been a major challenge for companies in this field.

As more consumers turn to the internet for product research, many now look online before making a purchase decision. When shopping for bathroom products, customers often compare different brands and read reviews before choosing what to buy. In some cases, even if they had a specific brand in mind, they might change their minds after seeing better options or more favorable information online. This trend has made online marketing an essential strategy for brands looking to reach their target audience. Platforms like WeChat official accounts and Weibo have become powerful tools for brand awareness and direct sales, helping companies build stronger relationships with customers.

The rise of e-commerce has not only transformed traditional retail but also opened new doors for the sanitary industry. With the increasing popularity of O2O (online-to-offline) models, many companies are now exploring digital platforms to expand their reach. As the internet becomes more integrated into daily life, the shift toward e-commerce in the water industry is expected to bring about a major transformation. However, despite these opportunities, one critical issue continues to hinder progress—logistics.

Sanitary products are large and bulky, making transportation and delivery particularly challenging. The lack of standardization in the logistics sector has led many companies to hesitate when it comes to entering the e-commerce space. Many businesses fear that the risks associated with shipping and delivery could lead to losses, deterring them from fully embracing online sales. Recently, a major Chinese express delivery company announced its expansion into the logistics market, offering large-scale services that could be a game-changer for the bathroom e-commerce industry.

In the future, competition will largely depend on channel control. For sanitary ware companies, mastering e-commerce and finding a model that fits their business needs will be crucial to staying ahead in an increasingly competitive market. Therefore, addressing logistics challenges is not just important—it’s essential for sustainable growth in the industry.