[Editor's Note] This is the 2021 "Tao Xing China" National Ceramic Tile and Bathroom Market Survey [Shenzhen Station] Issue 1: People's Views (Part 1). Due to the tight time and heavy tasks of this investigation, more information, more data, more characters, more opinions, more analysis... We will write and publish articles one by one in the future. A special reminder here is that the market research activities being conducted at the same time are also [Fuzhou Station], so stay tuned!
At 2 pm on September 8, the 2021 "Tao Xing China" national ceramic tile and sanitary ware market survey team arrived in Shenzhen. On the same day, they visited the local Xin Zhongyuan Ceramics, Romario Tiles, and Melco Marble Tiles in the Bagualing area. Flagship store; the next day (September 9) the investigation team visited Elizabeth Tile, Asia Tile (Shenzhen Branch), Bode Tile (Huiquan Mercure), Dongpeng Tile (also located in Bagualing) Shenzhen Branch) and Nobel Ceramics (Kangda Meishuo).
In Shenzhen, there is a saying in the building materials circle - a ceramic tile brand that has not built a flagship store with an area of more than 500 square meters in Bagualing cannot be considered a big brand. Therefore, the 8 brands collected in this issue of People’s Views can be said to have a certain status in the Shenzhen ceramic tile market. Based on the current market situation and brand development direction, the interviewees respectively stated the reasons why they maintain a place in the market competition.
One
Deliver finished products
Nobel Tile (Shenzhen Kangda Meishuo) Li Tao (2nd from left)< /span>
Kangda Meishuo Company, which has been rooted in the ceramic tile industry for 21 years, represents Nobel Ceramics in Guangzhou, Dongguan, Shenzhen and other places. According to Li Tao, the person in charge of its Shenzhen company, their Shenzhen company has a team of more than 130 people and has currently established a complete service system. For example, for the current normalizing slate products, Shenzhen Nobel can provide integrated services of design + processing + installation and construction. The technologies such as dense joint paving and sun corner seamless splicing are already very mature. Li Tao believes that delivery capability is a necessity for merchants to compete in value. While the brand headquarters is improving product quality and brand influence, dealers also need to continuously innovate, and the direction of innovation can be divided into model innovation and system innovation.Several aspects of new and service innovation. In view of service innovation, Shenzhen Nobel will also implement product maintenance and repair services.
Pan Yijie of Shenzhen Huiquan Mercure Bode Seiko Ceramic Tile Division (2nd from left )
There is a saying in the industry that "Huiquan in the south and Huanai in the north". As the largest ceramic tile and building materials distributor in the South, Huiquan Mercure represents brands such as Oceano, L&D and Bode in Shenzhen, and has set up a 10,000-square-meter processing and warehousing center. According to Pan Yijie of Shenzhen Huiquan Mercure Bode Precision Tiles Division, in addition to professional processing centers, her company is also equipped with a professional construction and installation team. There are almost only a handful of businesses in Shenzhen that can implement the application of slate slabs in the whole house, like Huiquan Mercure. Pan Yijie also added that Huiquan Mercure has always advocated the concept of design + service integration in the past. After the emergence of slate products, consumers will have higher requirements for service, so Huiquan Mercure began to advocate the integration of design + processing + application.
Qiu Chunye, Shenzhen dealer of Melco marble tiles
As a mid-to-high-end brand, Melco Marble Tiles has displayed a large number of large-sized slate products in its Shenzhen stores. Its Shenzhen dealer Qiu Chunye said that although the concept of slate emerged in Europe, the development speed of the domestic slate industry has far surpassed that of Italy and Spain. Especially in terms of application, the design, processing and implementation of domestic slate have been greatly improved. It has been made very sophisticated and mature, no less than imported brands. The investigation team learned that Shenzhen Melco Marble has not only established an independent processing center, but also established a construction and installation team to form a one-stop service system for sales and implementation.
二
Build three-dimensional channels
Song Zhihui, who has more than 20 years of experience in the industry, is deeply impressed by the changes in the Shenzhen ceramic tile market. He believes that the market has experienced an incremental market and a stock market.After two stages, it has now gradually entered the shrinking market, and as the market volume shrinks year by year, competition will become increasingly fierce. In such an environment, Song Zhihui summarized the five survival rules for dealer groups: first, corporate operation, second, agency of influential brands, third, building a complete team system, fourth, building mature sales channels, and fifth It has strong service capabilities. The investigation team learned that Shenzhen Romario has currently built a three-dimensional channel structure through continuous exploration, and is optimizing channel competitiveness from two aspects: good service and building reputation.
Tang Datao (2nd from left), head of Asia Ceramics Shenzhen Branch
Asia Ceramics has established a Shenzhen branch in addition to its Guangdong branch. This shows that the Shenzhen market is definitely a strategic fortress for the brand. Tang Datao, head of Asia Ceramics Shenzhen Branch, believes that the importance of Shenzhen lies in the fact that it is an international and open city. In addition to being known as the city of design, the headquarters of many large national real estate companies are located in Shenzhen, ranking among the top 50 in the country. There are also about 30 public decoration companies headquartered in Shenzhen. Therefore, in addition to capturing local market share in Shenzhen, we can also radiate foreign markets through some national projects. Tang Datao added that as the proportion of finely decorated houses increases and the transaction volume of second-hand houses decreases, if you want to do well in the Shenzhen ceramic tile market, you must operate in all channels and sink the channels from a strategic perspective. In the future, the concentration of leading brands will also be further promote.
Manager Ye (right), manager of Shenzhen Xinzhongyuan Ceramics Bagualing flagship store 2)
According to Manager Ye, the person in charge of the Bagualing flagship store of Shenzhen Xinzhongyuan Ceramics, Shenzhen Huazhihui Trading Co., Ltd. has been acting as an agent for Xinzhongyuan Ceramics since 2011. It has been 10 years and has accumulated rich resources of old customers. . Manager Ye believes that the main factors why Xinzhongyuan Ceramics is recognized by consumers, and is recommended and repurchased twice are quality + reputation + service. Not only that, the renovation of old houses in Shenzhen already has a certain market size. Such customers will pay more attention to quality and cost-effectiveness, so most of them will find decoration companies to serve them. In response to the increasingly mature assembly channels, Shenzhen Xinzhongyuan also establishedCreate a separate department to provide services and lay the foundation for multi-channel operations.
三
Maintain product differentiation
Elizabeth Tile Shenzhen Distributor Yan Yonghong
Yan Yonghong, a Shenzhen dealer of Elizabeth tiles, recalled the time when he first entered the industry in 1998 and lamented that the market situation back then was completely different from what it is now. He said that the transformation process of traditional dealers is actually very painful. Although some keen merchants are aware of the changes in the market environment in advance and expand from single-channel operations to multi-channel operations, the differentiation of channels has also led to the survival space of some merchants. were severely squeezed, resulting in vicious price competition. Not only that, he believes that the Shenzhen ceramic tile market is more mature and dense than other cities. If a brand wants to be competitive in channels, it must rely on products. Only when products are personalized and differentiated can they attract designers. and consumer root causes. At the operational level, the current market has higher requirements for the "combat capabilities" of dealer teams. In the future, the traditional store model will gradually weaken, and only the development model of platforms and studios can maximize resources.
四
Developing new retail tracks
Shenzhen Dongpeng Ceramics New Retail Manager Heguang (2nd from left)
New retail in the ceramic tile industry has been a commonplace topic, but there are not many brands that are really developing new retail channels in the terminal market, and Dongpeng Ceramics is one of them. He Guang, the new retail manager of Shenzhen Dongpeng Ceramics, told reporters that the ceramic tile industry and even the home decoration industry are not suitable for the "short, flat and fast" e-commerce model, which involves issues such as transportation and post-service. But at a time when passenger traffic is declining sharply, new retail is still a very important means of attracting traffic. Waguang believes that although ceramic tiles are a product with low attention, products like DongguanA brand like Peng Ceramics, which already has a certain degree of popularity, actually already has its own traffic. As for the new retail end, it is actually a process of brand penetration. Although it cannot immediately produce orders, as long as "where the customers are, the content output by the brand will be there", it can gradually occupy the minds of customers.
(Author: Hong Xiaochun)
