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 31.17 million new users added during the year. The internet penetration rate was 47.9%, up 2.1 percentage points from the end of 2013. This significant growth highlights the increasing role of e-commerce in various industries, including the sanitary sector. However, while e-commerce offers great potential, logistics has long been a major challenge for companies in this field.

As more consumers turn to the internet for product research, many now search online for information before purchasing bathroom fixtures and compare different brands. It's not uncommon for a customer to have a specific brand in mind but change their decision after reading reviews or seeing comparisons online. This shift in consumer behavior has made online marketing an essential strategy for businesses in the sanitary industry. Platforms like WeChat official accounts and Weibo have become powerful tools for brand awareness and sales, helping companies reach a broader audience effectively.

The rise of e-commerce is no longer limited to a single niche—it has expanded into multiple sectors, including the sanitary ware industry. Many companies are now adopting O2O (online-to-offline) models to enhance their market presence. As the internet becomes more integrated into daily life, the transition to e-commerce in the water industry is seen as a historic opportunity. This trend has encouraged sanitary enterprises to overcome obstacles and invest in digital transformation.

However, the nature of sanitary products—often large and heavy—makes logistics a critical issue. It’s no exaggeration to say that without efficient logistics, the growth of bathroom e-commerce would be severely hindered. The lack of standardization in the logistics industry remains a major barrier, deterring many companies from fully embracing online sales. Most of the risks associated with e-commerce in this sector come from unmanageable shipping and delivery issues. But recently, a major Chinese express delivery company announced its entry into the logistics market, offering large-scale services. This development is a positive signal for the future of bathroom e-commerce.

In the coming years, competition will increasingly revolve around distribution channels. For sanitary ware companies, mastering e-commerce and finding the right model that fits their business needs could give them a strong edge in a highly competitive market. Therefore, solving the logistics problem is not just important—it's essential for sustainable growth in the industry.