Lixil to capitalize on pandemic-driven market demand in China

Japanese water and housing products provider Lixil Group Corporation made its debut at the China International Import Expo this year, featuring sanitation solutions for schools, hospitals, elderly care and residential scenarios.

Products from Lixil Group's four brands - Inax, Grohe, American Standard and Lixil Kitchen Technology – are on show at the expo.

According to Tao Jiang, chief executive officer of Lixil Water Technology Greater China, the company is ready to demonstrate its latest technology and service progress after its business integration was conducted in China last year.

"The CIIE provides us with the perfect opportunity to demonstrate our brand matrix. We can avail this platform to approach more domestic clients. Companies from different industries can also exchange ideas and learn from each other here thanks to the inclusiveness of the exhibition," she said.

Tao explained that the entire industry has seen more opportunities to provide upgraded hygiene and sanitation products since the COVID-19 epidemic took place. The sales of hands-free faucets, for example, has nearly doubled in the overseas market.

She added that hospitals in China will primarily be the customers that Lixil is targeting.

In light of the smart manufacturing strategy adopted by China, Lixil expanded its Asia Pacific research and development center in Shanghai last year. The center's products, which are specially catered to the Chinese market, are expected to be rolled out soon, said Tao.

"The competition in the Chinese market is more intense, given the rise of domestic brands. China has overtaken many other markets in the world as Chinese consumers usually have higher demand for product upgrading or customization. But it is for the same reason that China can be a pioneer in applying the most advanced technologies within the Lixil Group," she said.