Future tile industry will be the seven major marketing trends

The ceramic tile industry has not absolutely surplus

According to statistics, in 2013, there were more than 1,400 ceramic tile companies and 3,500 production lines; total sales amounted to 383.1 billion yuan, an increase of 17.43% year-on-year, and profit increased by 24.55% year-on-year; total output was 9.690 billion m2, a year-on-year increase of 7.8%. In 2012, it was significantly improved.

It can be seen that in the past ten years, since the beginning of 2012, the industry has seen single-digit growth twice. This change suggests that the high-speed growth of the ceramic tile industry seems to be temporarily punctuated. The period of rapid growth is still unknown.

How is China's such a large output in the world? Global tile production is about 15 billion square meters, China is close to 10 billion square meters, accounting for 60%; the world's second largest ceramic tile producer is Brazil, annual production is more than 800 million, less than 1/10 of our country. China's ceramic tile export volume reached 1.14 billion square meters in 2013. Since 1993, China's tile production has reached the world's largest level so far, and has led the world for 20 years.

At present, China’s total economic output is the second largest in the world, and per capita GDP ranks about the 100th in the world; our tile production is also the world’s largest. Excluding export volume, the average per capita population in 2013 was 6.3m 2 , as measured by the population of 1.38 billion. This figure is very alarming, but compared with Spain's per capita figure of 6.7m2 in 2005, we have not yet reached the highest value in history.

According to current production, is our ceramic tile industry surplus and lack of room for development? First of all, comparing the highest level of global per capita, we have not yet reached, indicating that we have not yet entered the absolute surplus period; secondly, ceramic tile is a market-oriented industry, and there has not yet been a full-scale loss, serious surplus, and as in cement and steel industries. Lots of bosses are on the road.

Low-cost, specific, and personalized brand-name companies have obvious competitive advantages

Look at the basic data of the industry in 2014: in the first quarter, ceramic tile production increased by 5.4%; in the first half, output was 5.156 billion square meters, an increase of 7.79%; from January to July, the output was 6.147 billion square meters, an increase of 7.8%; the first three quarters The output was 8.158 billion square meters, an increase of 7.51%.

The growth rate of the first three quarters may be slightly different from ours. It has stopped so many kilns and it has increased so fast. The industry knows that the first quarter of this year was very good, and the second quarter was a good one. In the third quarter, there was a wave of suspension of the kiln.

The following are the data on the shutdown of kiln in each producing area in the third quarter based on publicly available data and personal field surveys. The survey on the economic situation in Gao'an City on July 31 disclosed that there were 119 production lines in the Gao'an producing area and 37 production lines were currently suspended. Up to 31%); Fujian production area, 30% kiln shutdown; Sichuan production area, about 30-40% kiln shutdown; Zibo production area, about 30 lines cessation of kiln; August 13th, 191 production lines in Enping production area, 37 kiln stops, accounting for about 20%; Zhaoqing production area, under the dual pressure of environmental protection and sales, shut down the kiln nearly 50%; Faku production area, the overall situation is slightly stronger than the southern; well-known ceramic enterprises in Foshan production area also appeared to stop the kiln Reduced production.

May see the above data, we will doubt: whether the industry winter is really coming? Where is the future? In fact, I think this is a normal phenomenon. The ceramic tile industry is a survival and elimination of the fittest. In 2004, it grew by more than 20%. In 2005, it still maintained a growth rate of more than 10%. Foshan lost more than 25 companies in 2005. Now that we cannot see the collapse of the Foshan enterprise, it is because of the energy-saving emission reduction, and the market has not yet had enough power to make it. The company has already shut down.

Under such circumstances, SMEs with insufficient funds, narrow networks, and poor brand awareness are most likely to fail. Such companies usually have limited economies of scale, and most of them have only one production line. In contrast, low-cost, specific, and personalized brand-name companies will be more competitive.

Seven marketing trends in tile industry

From a marketing point of view, according to my summary, the biggest trend in the last two years is the obvious degree of brand concentration, in other words, “SMEs are getting more and more difficult”. Among the famous brands in the industry in 2013, Marco Polo single-brand sales exceeded 5 billion yuan, an increase of more than 30%; Dongpeng, Eagle, Jianyi, Jinyitao also increased by more than 30%; New Pearl Group claims to reach 9.6 billion. The most fundamental reason they can achieve such high growth is the strength of the brand.

According to the annual report for the first half of this year, Dongpeng, a listed company, posted a 40% increase in sales, while the company's new third-listed company, Oushenuo, saw sales increase by 53%.

The second marketing trend is the increase in the proportion of projects, because now more and more hardcover rooms, many cities in the second ring, the third ring to prohibit the construction of rough housing, and now the proportion of engineering close to 30%.

The third is the concept of an overall home. We are not selling a brick but selling a space. This concept has been in the industry for 10 years, and it may actually subvert the marketing and production of the entire tile in the future. Let me give you an example. Thirty years ago, I remember that I barely bought a piece of clothing. I bought it and bought it. But now, none of us can buy cloth. We buy clothes, and we buy finished products. The same applies to ceramic tiles. We started buying ceramic tiles. We bought raw materials. After a certain number of years, we must buy "space."

Fourth, sinking channels. New rural construction, low-rent housing...

Fifth, promotional activities. It is almost no time for sales. There is only one place in the entire store, which is lively. It is the place for promotion. The others are desolate and the customer has no waiters.

The sixth, I call it a mixed multi-polar marketing model, appeared in Dongpeng about four to five years ago. Dongpeng is based on regional distributors, and then built five branches in Shanghai, Guangzhou, Shenzhen, Xi'an, including Italy. Dongpeng told me that this is a totally unreliable model. They have frequently changed dealers in these places. The longest is to do it for one year, and they have all done a bad job. Finally, they must do it by themselves. In the past two or three years, Dongpeng’s main growth point came from these branches. Their annual sales in Xi’an were more than two billion yuan.

What is a hybrid multilevel? That is, companies have their own dealers, and then there are certain branches. This model allows companies to respond to the entire end market very quickly and can always pay attention to the overall consumer response to the product.

Seven is e-commerce. As we all know, the entire industry is now subversive, and now the people are aware of the Singles Festival. It is said that this year, the "double 11", Taobao's goal is to break through 50 billion yuan.

I predict the development trend of ceramic tile industry in 2015: overcapacity, production capacity can not be fully released; production growth is weak, less than 5%, even 3% or less; relative surplus, phased surplus, structural surplus, excessive policy often Occurs and becomes the norm; SMEs with poor brands, marketing networks, financial strength, and the lowest level of profitability will face more risks; the competition strategies of ceramic companies: cost, personality, specificity, and branding.

Predicting the trend of marketing development: The branding of high-end and high-end products is becoming more and more concentrated; the price war on low-end products is becoming more and more brutal; the proportion of engineering channels is increasing; sales channels are further sinking to the third and fourth-tier markets and rural areas. Market; e-commerce is still in the trial stage.

What is a brand and how to carry out brand positioning

The brand and tile brand that I talked about below have all been summed up and summed up by myself because I haven't studied economic management or learned corporate culture.

What is a brand? The definition on the Internet is, "Brand is an intangible asset that brings premium to the owner and produces added value. His carrier is a name, symbol, notation, term or term used to distinguish it from other competitors' products or services. Design and its combination, the source of added value comes from the impression that the consumer's mind has formed about its carrier.”

But in my mind, the understanding of the brand is very simple. The brand is the quality plus brand, which is the product's internal quality and the product's external influence and recognition. Branding, if not intrinsic quality, is empty talk.

To speak about a tile brand, it is first necessary to understand the competitive characteristics of the tile brand. First, tile products are not 100% end products, have the characteristics of materials, but also have the characteristics of some end products; Second, the awareness of tile brands is not high, the products do not see the brand after use; Third, the concern of the tile brand The degree is not high, users do not pay attention to the tile brand decoration; Fourth, the tile brand's degree of concentration is low,: Fifth, sometimes the regional brand is even larger than the product brand, Foshan ceramic regional brand concept is better than a specific brand .

Why do you want to brand? Because the Chinese people are obsessed with even superstition brands; because we have too many fakes, buy brands, that is, buy rest assured, buy quality, but also buy a position. Branding is also conducive to the sustainable development of the company. For example, in the first half of 2014, Dongpeng’s growth was 40%, Jinyi’s was 30%, Oushenuo was 53%, and Marco Polo, Jianyi, and Jinsiyu. The well-known brands in the tile industry, such as Ma, Nobel, have a substantial increase.

For ceramic companies, the most important thing to do is to position the brand. To have a complete position, whether it is positioning high-end brands, public brands, or luxury brands, a single brand, at least have a reference system - to whom to learn, whoever is the longest.

Of course, there are risks in branding. In the beginning stage, they often feel deserted and need to consider whether to give priority to survival or to give priority to development. There is also a question of “who is in charge”. It is mainly designers or distributors...