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 enterprises to small local brands. Some of these companies have tried to expand their influence by leveraging the reputation of established names, often through subtle rebranding or outright imitation of product designs. This practice—known as "hitchhiking"—has become a growing concern within the industry.

The rise of the "pan-home" concept has further complicated things. Consumers are now exposed to a wide range of products under the same brand, making it difficult to tell which companies truly specialize in bathroom fixtures and which have expanded into other areas. As a result, many well-known sanitary brands have branched out into kitchens, wardrobes, and even home decor. Meanwhile, others remain focused on their core business. However, this blurring of lines has led to confusion and eroded consumer trust.

A notable example is Nobel, a brand widely recognized for its ceramic tiles. Last year, the Beijing Administration for Industry and Commerce listed some of its products as unqualified. However, the problematic item was a toilet, not a tile. This incident highlights how easily consumers can be misled when brands operate across multiple sectors without clear differentiation.

For buyers, it's increasingly hard to tell which brands are truly dedicated to bathroom products and which are just using the name for marketing purposes. This lack of clarity creates an environment where opportunistic players can thrive. Because the sanitary ware industry still lacks strong brand recognition, it becomes easier for fake or low-quality brands to enter the market and gain traction.

This trend is damaging the overall industry climate. True brand growth requires time, consistency, and a solid foundation. However, many companies are now chasing quick attention, sometimes at the cost of their own reputations. This short-sighted approach not only hinders long-term brand development but also contributes to a negative perception of the entire sector.

The consequences of "hitchhiking" go beyond just brand dilution. It leads to market confusion, weakens consumer confidence, and ultimately undermines the credibility of the industry. While a strong brand can boost sales, the misuse of such influence can create long-term damage. The future of the sanitary ware market depends on maintaining authenticity, transparency, and a commitment to quality—not just for individual brands, but for the entire industry.