Entering July, many ceramic companies have survived the legendary "worst period in the ceramic industry" amidst the negative voices that "the winter in this industry may be longer" One year, but probably the best year of the next decade” – the first half of 2019. In the past two days, major platforms in the ceramics industry have frequently issued similar bad news such as "A concentrated outbreak of shutdowns of kilns and kilns in the ceramics industry in June..." and other bad news. Many professional managers in the upstream of the ceramic industry are anxious about the current decline of the industry. They have interviewed the terminal research team members of China Ceramics Network who have just returned from the front line, in order to understand the current market situation of other terminal dealers from another perspective. mentality and needs. The author also re-read the transcript of the terminal survey as requested, hoping that fans of China Ceramics Network will pay attention to the things that really make ceramic tile dealers uneasy.
Juran Home Xuzhou Store< /p>
The author has sorted out dealers’ concerns about the current market, which include the following aspects:
1. Complete decoration and fine decoration are popular, and those who need decoration do not need to buy bricks themselves;
2. The product design and color development cannot keep up, and the products cannot lock in customers;
3. The trend in the headquarters is changing rapidly, and the cost of investing in silence is too much;
4. The management and control of packaging and packaging companies is irregular and the risk of escape is high;
5. The increasingly trending prefabricated buildings, integrated kitchen and bathroom spaces, etc. are directly eroding the ceramic tile retail market in large quantities.
All dealers’ worries boil down to one point: investment is getting bigger and bigger, profits are getting smaller and smaller, and it’s hard to see a single customer. Although, dealersEvery year, manufacturers are told that business is difficult to do, but since 2018 the entire ceramics industry has entered a "cliff-like decline" and has been unable to stop the decline, indicating that difficulty in doing business in the ceramics industry is no longer an isolated phenomenon. In an environment where there is no way to save the market, the author discovered through visits to terminals that the root cause of dealers' lack of confidence is that there is a fatal problem that is making dealers deeply uneasy. That is what many dealers said: If the houses in the future It’s all finely decorated, do we still need dealers to sell bricks?
Xuzhou Suining Senbo Home Building Materials Plaza (No one came to the door on Sunday , the dealer said this is because of busy farming, which is roughly the case every year)
Without fine decoration, the ceramic industry will still be a blue ocean !
Ren Baohua is the number one dealer in the Xuzhou ceramic tile market in terms of sales volume. He has been engaged in ceramic tile business for more than 20 years and represents Guanzhu, Champion, and Italian IMOLA Ceramics ( Commonly known as "Bee Tile"), he also runs a locally famous decoration company "Happy Space". In an interview with a reporter from China Ceramics Network, Mr. Ren hit the nail on the head when it comes to the current sluggish retail situation of ceramic tiles: the current renovation is not something that many powerful dealers should be afraid of. Without fine renovation, this industry would still be a blue ocean.
It is reported that on June 22, 2018, the Xuzhou Urban and Rural Development Bureau website published the "Notice on Further Strengthening the Supervision and Management of Decoration and Decoration of Public Buildings and Finished Housing". Starting from October 1, 2018, new commercial buildings in Xuzhou will be fully decorated. The research team visited more than 30 dealers in Xuzhou, and all dealersBusiness owners have mentioned this policy that makes them deeply uneasy. Currently, many dealers say they are trying their best to seize the few remaining undecorated rough houses and some high-end villas. "Who can we sell bricks to in three years?" Basically all dealers ask this question. To this end, Xuzhou research found that many local dealers have begun to reduce store and storage area to control investment and avoid risks. Mr. Ren analyzed that the current fate of the ceramic industry is no longer a simple market economy behavior, but is closely related to local government policies and national regulation.
Fine decoration is really the most uneasy thing for dealers Something about?
On the afternoon of April 18 this year, the "2019 China Building and Sanitary Ceramics Trend Sharing and the "China Building and Sanitary Ceramics Development White Paper 2018-2019" hosted by Foshan Ceramics Expo was released At the meeting, Dr. Yin Hong, secretary-general of Foshan Ceramics Industry and professor at South China University of Technology, conducted a multi-faceted analysis of the issue of "whether the building ceramics industry will be de-distributorized." Dr. Yin emphasized that China has a vast territory and a large consumer market. Through the dealer channel, no company can achieve nationwide marketing business by itself. He also pointed out that in the competition in the ceramic market over the past two decades, South China ceramic enterprises have defeated East China ceramic enterprises directly through the dealer system. Taking the operating branch system as a case study, it shows from another perspective that the distribution system is by far the most reliable and the most effective way for ceramic companies to achieve rapid national layout and low-cost expansion to all parts of the country.
Yin Hong, Secretary General of Foshan Ceramics Industry Association and Professor of South China University of Technology Doctor
When the proportion of finely decorated houses is gradually increasing across the country, and under the influence of the trend of large package companies in various formats such as decoration, the trend theory of "agents transforming and upgrading service providers" has indeed emerged in the upstream of the ceramic industry, and even Some extreme people have published statements in many self-media outlets about "killing dealers." However, the ceramic industry used to be an industry where all sales channels were completed by dealers. For a long time, ceramic companies have developed corresponding marketing systems around this channel. Organizational structure and talent echelon. As the negative sentiments from "killing dealers" to "killing salesmen" and "killing marketing departments" spread wildly, corporate leaders no matter how loudly they shouted, "Confidence is more important than gold!" ”, it is difficult to create an incentive effect for most industry practitioners and dealer partners.
Will fine decoration be stopped?
On June 26, at the implementation sharing meeting of Xuzhou Station of China Ceramics Network's "One City, One Activity" terminal survey, many dealers were worried about "fine decoration" More than 30 dealers participating in the meeting had a heated discussion on the issue. Regarding the question of "will fine decoration be stopped?", many dealers clearly pointed out: fine decoration is definitely a trend, and it is unlikely to be stopped, so this is also what they are most worried about. However, they also expressed the hope that the government and relevant media would pay attention to the social problems caused by fine decoration, such as the collapse of many upstream building materials manufacturing manufacturers, the closure of dealers, and the large number of unemployed people. They also hoped that the government and enterprises could return to the market and re-open. Considering that under the fine decoration system, manufacturers use a more robust transformation and upgrading method to establish a growth system that is more suitable for both manufacturers under the new development cycle of the ceramic industry.
"One City, One Activity" Xuzhou Station Landing Sharing Session
On June 29, Hangzhou revised its land transfer rules, and for the first time set a "price limit, limited decoration" clause in the transfer conditions. Some people in the industry posted this news in their circle of friends and asked their circle of friends: Is this a new trend in first-tier cities...?
Hardcover is not only an uneasy matter for many ceramic tile dealers, but also closely related to the long-term development of upstream manufacturers and related supporting companies. So as someone in the ceramics industry, what do you think of the fine decoration policy? Is it really impossible for fine decoration to be stopped? Is fine decoration really the catastrophe of the ceramic industry? The author went to the terminal to present the phenomenon he discovered to the readers of China Ceramics Network in a matter-of-fact manner, hoping to brainstorm and let more dealers have more awareness of this most disturbing issue.
Everyone is welcome to leave a message at the end of the article to participate in the discussion!
