Wen/Si Tao
一
Stone slab - the "stepping stone" in the field of customized home furnishings
Stone slab, a product that suddenly became popular in 2020, is not an exaggeration to say that it is the "hottest chicken" in the ceramic industry and even the general home furnishing industry. But, you know what? About 10 months ago, it just started to emerge in the country.
At the end of 2019, in order to understand the industry’s understanding of the concept of slate, reporters from China Ceramics Network visited the Ceramics Headquarters and China Ceramics City (for specific details, please refer to the tweet "Someone finally defined the concept of slate. Can you Can you explain it clearly in one sentence? 》), the conclusion reached at that time was that only the employees of the ceramic company who mainly promoted rock slabs had a deep understanding of rock slabs. Although many people had heard of slabs, they could not explain the concept of slabs. There were also some People don't even know about rock slabs.
In less than a year, slate has gone from being well known by a few people in the industry to being known, accepted and recognized by almost everyone. It makes people lament that the industry is changing so fast, like a tornado.
General Slate product renderings< /p>
Stone slab is fire-proof and high-temperature resistant, hard and scratch-resistant, acid-proof and alkali-proof, environmentally friendly and has zero formaldehyde. The color design can highly imitate the texture of natural stone and can withstand cutting, drilling, polishing and other processing processes. As a facing board, slate has great application prospects in the field of customized home furnishings.
Stone slab has become a new material in the cross-border home furnishing market due to its extremely superior physical properties. Compared with other ceramic tile products, its sales channels have undergone great changes. The sales channels for ordinary ceramic tile products are mainly dealer channels, but the emergence of slate breaks this norm. Its sales channels are more custom home furnishing companies, processing plants and designers. Faced with this change, ceramic companies are not in dangerI was at a loss for words, but overjoyed.
Wonderful ultra-thin slate product renderings
Why?
Some industry insiders have analyzed that the ceramic tile market is worth RMB 100 billion while the home furnishing market is worth RMB 1 trillion. This means that ceramic companies can cross into new fields with the help of slate boards and will face 10 large ceramic tile markets. CakeHow can this not make ceramic companies overjoyed? At the same time, many stone companies have also entered the field of slate across borders. According to incomplete statistics, more than 16 stone companies have entered the slate market. Although the pain points of processing and sales of slate have not yet been solved, the development of slate in the entire ceramics industry is still booming.
二
Big Board - a channel tool to open up designers’ circles
Some people may think that rock slabs are unparalleled in the ceramic industry, while large slabs are already a thing of the past and will never make waves again. But the fact is that ceramic companies have never stopped the production, research and development and promotion of large slabs. Recently, the author has observed that many companies have intensively launched new large slab products, such as Wells, Neng Qiang, Jin Yitao, Qiang Hui, General and so on.
Here I have to mention the relationship between big slabs and rock slabs. Big slabs are the predecessors of rock slabs. When the concept of "slate slabs" has not yet been accepted by most people, companies launched products that can be flexibly customized (now Rock slab) is called big slab/ceramic slab. Large slabs are essentially ceramic tiles, with larger specifications than ordinary ceramic tiles, generally 900×1800㎜. Unlike rock slabs, which can be flexibly customized as decorative panels, large slabs can generally only be used for wall and floor decoration, background walls, etc.
Wells CeramicsBoard product renderings
As the product that attracted the most attention in the past two years, Daban has countless "great achievements". The large slabs have large specifications, few seams left after decoration, overall coherence, strong sense of extension, and stunning spatial visual effects. Once launched, they have won the favor of many high-end customers such as villas and large flats. They have become popular among designers and many ceramic companies. It has also successfully developed designer channels and opened up the circle of designers with large-panel products.
This year, large slabs are much more "low-key". They are not as popular as rock slabs, but they are also a favorite of ceramic companies. It is worth noting that "Infinite continuous patterns and arbitrary continuous patterns" have become the standard feature of large-scale slab products launched by ceramic companies. This year, most ceramic companies have launched large-scale slabs with continuous patterns. For example, recentlyJinyi Ceramic Tiles launches the 4th generation of universal large slabs, Melco Marble Ceramicslaunched a multi-faceted mirror marble series with unlimited patterns, Nengqiang Ceramics Launched the blue mountain impression large board with unlimited random patterns, Laideli Ceramics launched the 900×1800㎜ unlimited continuous pattern large board...
Jinyi Ceramic Tiles
Melco Marble Tile
Nengqiang Ceramics
Laideli Ceramics
三
Thick bricks - the "magic weapon" for outdoor engineering channels
At the 2020 Tanzhou Ceramics Exhibition that just ended last month, thick bricks were reduced from the hot spot at the 2019 Bologna Ceramics Exhibition to the "number two male" at the 2020 exhibition. This gap led to the thick bricks Dubbed the "worst category". But then again, being able to withstand the halo of the protagonist of slate, stand out among many categories in the ceramic industry, and become the number two male figure at the first ceramics exhibition in 2020 shows thatThick Brick is not bad at all, and it can be regarded as It’s a hot category in 2020.
In fact, Hou Zhuan is really a hidden "strength faction". Why do you say that? Because the author found that from the beginning of the year to the present, ceramic companies have successively received good news of winning bids for real estate projects, and 90% of the winning products are of the thick brick category.
KITO thick brick floor paving real shot
In July, Jinyitao announced the good news of winning the bid for the antique landscape brick cooperation with Agile Real Estate. This is Jinyitao’s success in China this year. The fourth successful bid news from Jinmao, Xincheng Holdings and Greenland Group; in June, Hongyu Group reached a strategic cooperation with Shanghai Red Star Macalline Real Estate Group on the centralized procurement of outdoor granite landscape tiles. Previously, Hongyu had cooperated with Evergrande, Greenland, China Merchants, Tahoe, Helenbergh, etc. A number of real estate companies have reached strategic cooperation with granite landscape tiles; in April, Nengqiang Ceramics Zhenpin Granite won the bid of Greenland Group for 2020-2022 Imitation granite landscape tile procurement project...
In addition to the above winning bidders, Guanzhu, Qianghui, Dongpeng, Oceano, Marco Polo, Mona Lisa, Bode and other companies have launched thick brick products.
In fact, it can be found that these companies do not focus on promotion of thick bricks. If you don’t check, you won’t know that they have thick bricks. This is because the main sales channel of Hou Brick is project procurement. There are very few dealers and consumers. The company does not need to do too much marketing, and the main energy is spent on developing projects. on the channel.
Each ceramic company entering the field of thick bricks has its own strategic plans in terms of specifications, colors, thickness and craftsmanship. In order to meet the needs of engineering customers, companies have also made great efforts in the research and development and production of thick bricks. For example, Weige Quartz Bricks launched 30 in 2019 ㎜ quartz tiles, and equipped with 16+18+20+30㎜ comprehensive outdoor quartz tile solutions; KITO thick bricks adopted The whole-body technology allows wires and water pipes to be accommodated under the bricks, making it convenient for daily maintenance of lines and pipes under the bricks. There is no need for tedious work such as drilling holes and demolishing walls. It can be flexibly used in diversified application scenarios such as hotels, clubs, villas, municipal engineering and commercial projects. .
In the field of outdoor construction, thick bricks are a popular category that can replace natural stone and have huge market prospects. In addition to real estate projects that require a large amount of thick bricks, public decoration markets such as landscape gardens, parks, commercial plazas, stations, and outdoor building curtain walls are also very important.The demand for thick bricks continues to rise, and the future of thick bricks is promising.
Ceramic companies develop channels, and products are king. Can’t see clearly the changing trends in the industry? Then seize every opportunity! "Hard-core dominance" is a strategy that many ceramic companies share.
Author: Si Tao
