Bathroom: “Hitchhiking” harms the industry

Sanitary ware has been present in China for over two decades, and its growth has been remarkable. Today, there are more than 3,000 companies operating in this sector, ranging from large corporations to smaller brands. Some of these brands have grown strong and expanded into other industries, often using similar names or even directly copying product designs. This practice—known as "hitchhiking"—has become a common issue in the industry.

The rise of the "pan-home" concept has further blurred the lines between different sectors. As consumers increasingly look for one-stop shopping experiences, it's harder to tell which brands truly specialize in bathroom products and which are just leveraging their reputation across multiple industries. This lack of clarity contributes to the industry's low attention span, making it difficult for customers to differentiate between genuine sanitary brands and those that are simply riding on their success.

For example, Nobel, a well-known name in the ceramic tile market, recently faced scrutiny when an unqualified toilet product bearing its name was listed by the Beijing Industrial and Commercial Bureau. However, this issue had nothing to do with their tile business, highlighting how easily a brand's reputation can be misused.

Such practices not only confuse consumers but also harm the long-term development of legitimate brands. When companies prioritize short-term gains over brand integrity, they risk damaging the entire industry's reputation. The negative impact of "hitchhiking" is not just limited to individual brands—it creates a toxic environment where quality is overshadowed by imitation and deception.

Ultimately, the bathroom industry needs to focus on building sustainable growth rather than chasing quick popularity. A strong brand requires time, consistency, and trust. If the industry continues down this path, it may face serious consequences that could undermine its future potential.