“Whether it is brand-name tiles or off-brand tiles, the formula and production process are the same. Buying brand-name tiles is a waste of money.”
This is often said in the ceramic tile industry.
01
Why are brand-name tiles much more expensive than brand-name tiles?
Because the cost of branded tiles is higher than that of brand-name tiles.
In fact, most ceramic tile companies were originally on the same starting line, and the price difference between their respective products was not as big as it is now. However, affected by many factors such as different orientations, different business strategies, and different levels of effort, various ceramic tile companies have shown different development results, and the gap in product prices has also widened.
Some ceramic tile companies have set ambitious development goals at the beginning of their establishment. On the one hand, such ceramic tile companies continue to improve product quality, colors, application design, and sales and service levels; on the other hand, they continue to strengthen brand publicity and promotion, and have embarked on the road of brand development by relying on powerful measures such as persistent trial and error, summary, and improvement. , thus achieving the goal of obtaining brand premium by shaping brand value to varying degrees.
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Such development results require ceramic tile companies that have embarked on the road of brand development, that is, branded ceramic tile companies, to pay more attention to product quality, colors, application design, sales services and brand promotion.
Therefore, after they have earned sufficient profits by relying on their brand premium capabilities, they will continue to invest a certain amount of money in product color updates, quality assurance, application design improvements, and sales and service enhancements.
However, with the development of the times, the knowledge (product research and development, production technology improvement, etc.) costs, labor costs, raw material costs, etc. of ceramic tile companies continue to rise, while product prices continue to fall due to the increasing degree of market transparency. .
After falling to a certain level, the price of branded ceramic tiles can no longer be reduced. If they have to cut prices further, brand ceramic tile companies and their dealers can only "remove the east wall to pay for the west wall" and reduce operating costs by reducing investment in other aspects, thereby lowering product prices.
However, reducing product prices by reducing investment in other aspectsIt's only theoretically possible. I believe that few brand ceramic tile companies will do this; if any brand ceramic tile companies really do this, they will definitely lose more than they gain, and the good brand image and reputation they have worked so hard to create will be more or less damaged.
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Some ceramic tile companies chose the model of making quick money at the beginning of their establishment. In an era when the ceramic tile industry is still in a seller's market, as long as such ceramic tile companies can produce products, they have no worries about selling them and do not need any brand empowerment. However, over time, the opportunity to build a brand has been missed, and the competition with brand ceramic tile companies has been lost. The gap also widened, and eventually it became a no-name ceramic tile company. Their so-called brand is just a trademark, which only plays a naming role. It is not essentially different from the cats and dogs that people usually call.
Since they cannot compete with brand-name ceramic tile companies in terms of brand value, no-name ceramic tile companies and their dealers can only use low prices as their core selling point to "stand out" in a market full of brands.
02
Why do no-name ceramic tile companies and their dealers dare to compete at low prices?
The reason why non-brand ceramic tile companies and their dealers have the confidence to compete at low prices is based on five major "advantages:
First, there is basically no need to invest money in brand promotion, saving the first cost;
Secondly, product design and color development is basically based on copying, so you don’t have to worry about infringing on other people’s rights and save the second cost;
Thirdly, the scale is relatively smaller, the division of labor is not so fine, the labor cost is lower, and the third expense is saved;
Fourth is Basically there is no need to provide after-sales service, saving the fourth cost;
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The fifth is There is no brand burden. It is very easy to reduce product costs by appropriately reducing product quality. Even if there are any problems with the product, there is no need to worry, and the fifth cost is saved.
Through objective analysis, it can be seen that the quality and after-sales service of non-brand ceramic tiles are not as guaranteed compared to brand ceramic tiles. This should be beyond doubt.
03
How should consumers choose between branded tiles and non-branded tiles?
The quality and after-sales service of non-brand ceramic tiles are not guaranteed. Does that mean you should not buy them? Branded ceramic tiles are relatively more expensive, does that mean you’re wasting your money if you buy them?
There are no absolutes, it mainly depends on consumer demand and economic foundation.
After decades of development, the ceramic tile industry has entered a stage of gradual transformation from product-driven to channel-driven, and then to brand and service-driven. In a certain sense, it can be said that brand is trust, brand is service, and brand is guarantee. For ceramic tile companies that have already made great achievements on the road to branding, the cost of deceiving consumers is very high, and they will cherish their hard-won brand reputation even more; while for ceramic tile companies that have no brand accumulation, the cost of deceiving consumers is very low, and they are more likely to resort to opportunism. Development “shortcuts”.
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Recognize the power of the brand, pursue decoration quality, have high requirements for details, and have a certain economic foundation... For this type of consumers, it is impossible to go wrong when purchasing branded ceramic tiles - branded ceramic tile companies are more credible High, higher level of application design, supporting capabilities and after-sales service capabilities.
Of course, quality and after-sales service of branded ceramic tiles do not necessarily mean there will be no problems. There is no perfect thing in the world, and no perfect brand. Theoretically, the more products are sold, the greater the chance of problems. The bigger the brand, the easier it is for problems to be exposed. Problems are not terrible. The key is whether they can actively face and effectively solve the problems after they occur. . In fact, the probability of problems with brand-name ceramic tiles is much greater than that of brand-name ceramic tiles. However, consumers pay less and have low requirements and are unable to protect their rights. At the same time, few people pay attention to brand-name ceramic tiles.
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For consumers who only want to save money, as long as they are practical, do not care about the decoration grade, have no requirements for details, and have a relatively poor economic foundation... For this type of consumers, it is not wrong to buy off-brand ceramic tiles - and after-sales service How to guarantee the service? Just enjoy the low price, what kind of bike do you want?
Buying low-priced tiles with low prices, no problem with quality, and decent after-sales service is naturally a good thing for consumers; but it is definitely not a good thing for the development of the ceramic tile industry, which often leads to bad money driving out good money. , making many companies unwilling to persist in making good ceramic tiles with ingenuity and providing good services with a good attitude.
In the long run, will consumers still be able to buy satisfactory ceramic tiles?
