China Ceramics Network Author: Zou Sijin In the past two years, China Ceramics The most popular phenomena in the industry are “channel fission” and “the rise of big players”. In this environment, a considerable number of ceramic enterprises talk about assembly and engineering, but say nothing about new retail. They push the envelope without saying a word, and they seem to have a positive transformation attitude of having the world at their fingertips.
But after a series of heavy thunders and small raindrops, what is the actual effect?
To be honest, I am afraid that most of the time the ideal is very full but the reality is very skinny.
If you keep up with the trend, the trend may not take off
Is the new trend good? New trends are naturally good, but they are not necessarily suitable for all companies, or not all companies are capable of taking advantage of new trends.
To put it bluntly, the common fault of many ceramic companies in the building and ceramics industry is superficiality Impetuousness and eagerness for quick success manifest as being ambitious and blindly following the trend.
Take the matter of following the trend and making large boards as an example. Except for a few companies that are truly capable of R&D and production by themselves, most ceramic companies are using the so-called "no big board, no brand" concept for OEM production. .
Those ceramic companies that are truly capable of developing and producing large slabs themselves dare not say that they are big. The path of ceramic tiles must be on the right track. Can ceramic companies that blindly follow the trend of OEM and make large-scale tiles succeed?
Maybe this example is not easy enough to understand, so let’s give a more vivid and interesting example.
In one of Jin Yong's masterpieces "Swordsman", the Sunflower Book or the Sword Manual to ward off evil is Isn't it a good thing? For those who are in the martial arts world, it is definitely a martial arts treasure, and if you master it, you can dominate one side. But is the sword manual for warding off evil accessible to everyone? Does everyone have the courage to practice it? Can everyone play it?
Obviously not.
Similarly, new trends may not be suitable for every ceramics company.
Ordinary ceramic tile products are not ready yet, you can suddenly be completely reborn and require better A tall slab? Traditional dealer channels have not yet been refined and thoroughly developed. Can you suddenly soar into higher-demand channels such as assembly or centralized procurement?
Only ceramic companies with certain production strength, brand foundation and scale advantages can seize the new trend; if they do not meet the conditions If Tao Qi blindly follows the trend, it will only end in vain and make wedding clothes for others.
Down-to-earth, retail can still make a difference
In recent years, with the rapid rise of the decoration channel and the proportion of finely decorated houses increasing year by year, although The market share of retail channels has dropped significantly, but it still accounts for about 50%. It is still a big cake that everyone must compete for. There is still a lot to be done to delve into retail in a down-to-earth manner.
This can give strong proof from the opposite side.
Let’s first talk about the largest competitor in retail – the packaging channel. Although the renovation is popular among young people who are increasingly becoming a mainstream consumer group, the actual implementation process has revealed problems such as delivery delays, construction delays, after-sales gimmicks, and formalistic designs. The one-price all-inclusive package has many problems such as unsatisfactory and unsatisfactory hidden features, and it cannot really become the best choice for people to rest assured.
Let’s talk about the second largest competitor in retail – finely decorated houses. Although hard-decorated houses are constantly being enforced by the state, they cannot become consumers' favorite choice due to their monotonous decoration style, poor decoration quality, and low decoration cost-effectiveness. They are disliked by consumers and are dismantled and reinstalled, which can easily cause secondary damage. Decoration pollution.
The above two facts can illustrate: There is still a long way to go for the development, growth, and maturity of channels such as complete assembly and engineering procurement; retail will still have a large market for a long time.
In addition, the old house renovation and decoration market cannot be underestimated, and may become an emerging market. The first batch of commercial housing in our country was built in the 1980s. According to the housing renovation cycle of 10-15 years, currently a large number of old houses have been When the "renovation" period is reached, there is a huge demand for renovation and decoration of old houses. In the demand for renovation of old houses, retail channels must have a place.
Of course, analysis is not enough, there are examples to prove it.
For example, big horned deer diamond glazed marble tiles, < span style="font-family:宋体; font-size:15px">It did not join in the fun of promoting big projects and doing projects, but focused on product differentiation and channel sinking, and steadily and orderly promoted the strategy of "Thousands of Cities and Thousands of Stores". Successful Brands
For example, Nengqiang Ceramics, In addition to developing strategic engineering channels, we have also launched a new model of fast-decoration stores through the implementation of the "Nengqiang Enterprise 3.0 Version Standard Store System"Strengthen assistance to dealers, allowing dealers to effectively save store decoration costs and realize opening of stores in a short time of 30-50 days to deliver stores, which has become a major launch in terminal assistance A successful brand with innovative initiatives.
Take Shunhui ceramic tiles as an example, < span style="font-family:宋体; font-size:15px">Although it has quickly entered the assembly and engineering centralized procurement channels, it still focuses on retail channels. It is reported that since the beginning of 2019, Shunhui Ceramics has continued to dispatch professional terminal training and promotion teams on the basis of solidly building strong terminals in the past few years, and has successively carried out various forms of promotional activities at the terminals. It has not only achieved a bumper harvest in performance, but also The dealer sales team has been further improved, and it can be said to be a successful brand with deep roots in terminals.
……
There is no need to give another example. There are actually many such down-to-earth ceramic companies in the industry.
"Whether the economic situation is good or bad actually has nothing to do with you. There are bad companies in good situations. There are many good companies under bad circumstances, and most of China's best companies were not born under good circumstances." Borrowing part of the meaning of "Repenting for the Creation of Ali Jack Ma", what the author wants to say is: < /span>
For ceramic enterprises, especially small and medium-sized ceramic enterprises, the top priority is not to blindly follow the trend, but to do Some things that look awesome but are not sure to be done; instead, we must be down-to-earth, closely integrate our own actual situation, seize the favorable opportunity when the retail channel still occupies a certain market share for a long period of time, sink the channel, and deepen the cultivation. Terminal, builds its brand with design and service, and finds ways to develop and strengthen itself.
Only in this way can we find a path that suits us.
