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Times In the process of advancement, the industry is developing, there is no permanent hot spot, and there is no fixed market. Driven by the development of new technologies and mainstream trends, the ceramic industry has also been innovated and upgraded in recent years, and the brand structure has been continuously reshaped. After the rise of the new retail concept, various industries have tried water. How should ceramic enterprises in the home building materials industry embrace this change? How do small and medium-sized brand enterprises cope with new opportunities and challenges? What integration and fission will the industry pattern face? .
A few years ago, the world’s building materials supermarket giant B&Q (B&Q) opened its first store in China. Some people speculated that the sales channel of China’s ceramics will change!
A few years ago, when the e-commerce boom approached, some people exclaimed that the impact of the Internet will lead to channel changes!
Today, building materials supermarkets are still few in China, and tile e-commerce has experienced a small After the small peak, it is also calm.
But the channel has finally undergone fission. Building materials supermarkets and e-commerce companies have not been able to achieve the “channel change”, in the past few years, under the impact of new strengths such as hardcover houses, assembly, new retail and designers, it is gradually undergoing fission, rewriting the industry pattern, accelerating the industry and The integration and transformation of ceramic enterprises.
The whole market is coming
It is one of the trends in industry consensus in recent years. The outbreak of the whole market was around 2014. At that time, the home improvement industry showed three major trends of “packaging, “rejuvenation, and stylization”. As one of the industrial chains of the big home industry, the ceramic industry has also been affected, and more companies have begun to try to cooperate with the home furnishing companies such as the home furnishing and the Tuba rabbit.
The self-contained model is not a completely new business model. In fact, many home improvement companies can provide a half-package or all-inclusive service model before the rise of many assembly companies. Compared with the semi-package and the all-inclusive package, the advantage of the whole package is to provide consumers with a one-stop service mode by eliminating the time and effort spent on design, materials, construction and other aspects.
And in the whole assembly mode, from the beginning of the decoration, the designer can start from the overall design, consider the material, brand and color as a whole, and combine the material selection with the design, including the later construction. Soft decoration and furniture matching effectively control the product quality and style uniformity, change the problem of separation of design and material selection in traditional home decoration, avoid the problem of non-uniform style, meet the consumer’s personalized consumption demand and Under the strict quality requirements, the construction period is guaranteed.
The essence of this model is more based on user needs. The foothold is user thinking. After 80 and 90, it has become the main consumer, and the pace of life is getting faster and faster. In this context, saving time and effort has become one of the core demands of this consumer group, so the whole-fit model has been sought after by the new generation of consumers.
Everyone is clearly aware that the proportion of tiles sold in the packaging channel is gradually increasing. According to some ceramic dealers in first- and second-tier cities, the packaging channel has even eroded more than 60% of the market share of the retail market in its city.
However, it is not a smooth road to take the whole channel. For ceramics companies, the whole package may bring about double sales growth and become a new growth point in the context of the decline of traditional channels such as wholesale and retail. However, due to the high demand for supply prices and follow-up services, the whole assembly company Channels have also become a prohibitive presence for many companies and distributors.
<<>> The whole process is the direction we have always been optimistic about, but in the past few years I have found that the whole channel is not all companies can play. The company that Gao Long (pseudonym) worked for began to try to cooperate with Haojia from around 2014. It was the first pioneer brand in the industry to explore the installation channel, but in 2016, they finally chose to quit. The reason is: “The whole company needs low price and high quality service. For the emerging brands that are just getting started in all aspects, the terminal network and dealer capacity can’t match.
He also pointed out that as the competition in the market is intensifying, the company has also proposed another requirement for price and service for the material supplier —— brand influence. “Today, the platform also needs brand suppliers to endorse to help them enhance their competitiveness.
Therefore, from the current situation, only brand companies have the opportunity to taste the sweetness in the market.
In order to open up the channel, Gold Asia has set up a special decoration department to guide dealers to focus on this channel. In 2017, Zhuoyuan Ceramics invested 10 million to create a luxury home decoration platform. It integrates the distribution of more than 50 domestic material brands and provides services for 200 small and medium-sized home improvement companies.
Xinzhongyuan is driven by design. Under the impetus of Chinese design stars, it has opened up a road of cooperation with the whole company, which is followed by Shangpin, Qijia, I love my family, About 30 home improvement companies such as Home Furnishings, Tubal Rabbit, and Huanian Home have established in-depth cooperation; Ou Shennuo has established a self-contained department to establish cooperative relationships with various home furnishing companies such as Life Home Furnishing Group; Marco Polo, Jin Yitao and others are also actively docking the company.
Dongpeng has taken greater steps in the whole assembly. On March 22 this year, Dongpeng released “packaged product package, which includes tiles, sanitary ware, kitchen appliances, ceilings, doors and windows, paints. Etc., covering almost all home decoration master materials. He Xinming, chairman of Dongpeng Holding, said that he would become the first ceramics industry to make a master solution to the overall home solution.enterprise.
Previously, Dongpeng Holdings also invested in the love hive, became a shareholder of the love hive family’s home improvement e-station, acquired 62% equity of Guangdong Yi Nai, and cooperated with the complete home, respectively, holding Hangzhou Rongzhi Decoration Materials Co., Ltd. Hangzhou Moxin Decoration Materials Co., Ltd. He Xinming said that Dongpeng’s future investment focus will not be repeated on heavy asset manufacturing, and will shift to new channels and new business models, while at the same time integrating resources to turn Dongpeng into a big home platform.
The skyrocketing hardcover market
The whole process is a big market consumption trend. Under this trend, in addition to the rise and development of the whole company, the real estate is refined. To a certain extent, it is also affected by it, coupled with the promotion of national policies and the promotion of various industries in the industry chain. In recent years, the proportion of hardcover houses has increased rapidly, and the sales model and channel construction of the ceramic industry have also been generated. Great impact.
In May 2016, Zhejiang Province officially tried to fully renovate, and requested that the new residential buildings be fully renovated by the end of 2020. From 2017, Shandong will require the city to build new high-rise residential buildings to be fully renovated, and new high-rise buildings in 2018. , small high-rise residential buildings to eliminate rough houses;
The Shanghai Municipal Government issued relevant opinions, requesting that from January 1, 2017, the proportion of newly renovated commercial buildings in the inner ring area will reach 100%, and other areas will reach 50%……
In mid-March 2018, Changsha City issued the “Notice on Further Promoting the Fully Renovated Construction of New Commercial Residential Buildings”, which clearly expands the application scope of the new renovation of new commercial housing. Among them, the proportion of commercial housing projects in the new land supply in the five districts of Changsha City is not less than 70%.
The policy orientation has brought the era of hardcover rooms closer to us than ever before. The data shows that up to now, in the current sales of real estate, Beijing fine decoration residential has accounted for 45% of the total, Shanghai accounted for 55%, Guangzhou, Shenzhen, more than 70%.
The hardcover market is expanding rapidly, and the impact of this change has affected many industries, including ceramics. Cooperation with real estate companies is not new to ceramics companies. As early as about ten years ago, many ceramic brands have set up the engineering department to dock this market. But it is worth noting that this market has also undergone tremendous changes compared to the previous one.
The most interesting change is that after years of cultivation and policy orientation, the capacity of the hardcover housing market has begun to expand rapidly in the past two years, which has attracted the attention of many ceramic companies, attracting a lot of brands to slash Entering the market, competition has become increasingly fierce.
“The trend of hardcover houses has become more apparent in 2017. Nowadays, not only large real estate companies have increased the development of hardcover houses, but many local small companies have also started hardcover projects. In the future, the main customer group of the ceramic industry is in this market. Referring to the hardcover room, Chen Qinxian, general manager of Xinzhongyuan Ceramics Marketing, was very impressed.
In addition to the increase in volume, he also pointed out another major change in the hardcover market —— brand centralization. Whether it is a large real estate company or a small and medium-sized real estate company, when looking for a material supplier, they will choose a big brand.
The reason for this phenomenon is that the competition in the real estate industry has gradually entered a stage of white-hot, and the competition among real estate companies is the competition of the whole industry chain, and material traders are also one of them. Chen Qinxian pointed out that “for real estate companies facing consumers, their competition is more intense. In order to strengthen competitiveness, real estate developers must choose the most influential and best quality brands to cooperate, even local small and medium. The same is true for real estate companies.
In this context, a new type of cooperation model of strategic partners was born, and a strategic procurement cooperation with real estate companies means that real estate companies recognize the strength of ceramic brands. At this time, the cooperation between ceramics companies and real estate companies is not only the relationship between the purchaser and the supplier, but also the relevant interest community.
In terms of market capacity, there are data showing that the number of new residential sales in China in 2016 was 12.82 million sets, assuming that 10 million sets of new residential sales will be added each year in the future, and the price of each residential tile decoration will be calculated at 10,000 yuan. In the case of the proportion of hardcover rooms up to 100%, the tile market size of the hardcover project will reach 100 billion yuan.
Although the current hardcover engineering channel only accounts for about 10% of ceramic sales, the relevant forecasters predict that this proportion will increase rapidly to 30%.
The dangers of small and medium-sized brands
The era of hardcover and hardcover is approaching. The threshold for the establishment of cooperative brands will speed up the process of brand concentration in the ceramic industry.
& ldquo;But from another perspective, the ceramic tile industry has its own characteristics: the first is the material properties of the product; the second is the consumer group and consumer demand vary greatly, several companies or brands do not The method meets all market demands; thirdly, the sales of ceramic tiles are affected by the weight of the products, and the sales radius is severely limited. Ou Jiarui, deputy general manager of Hongyu Group, pointed this out in an interview. In his view, these three industry characteristics will affect the concentration of the brand, the living space of personalized brands and regional brands still exist.
& ldquo; Although the retail market sales ratio has declined, it will continue to exist in the future. Chen Qinxian also expressed such views.
The flow of customers and the changes in consumer demand, the trend of channel diversification will become more and more obvious, in addition to the large-scale hardcover engineering and the growing equipment, as well as designers who serve high-end and individual needs. The channel attracted a number of ceramic companies & ldquo; sharpening the knife.
Although the sales volume of this channel is currentlyNot big, but the designer represents the high-end market and the future market. Through deep communication with the designer group, ceramic companies can better understand consumers, better grasp the future trends, and also enhance the brand height and terminal design. Service capabilities.
This is a great help for ceramic brands who want to stay at the forefront of the trend and break into the high-end consumer market. Therefore, over the past few years, various brands have sharpened their heads and want to squeeze into the design circle, especially the modern brick brand that pays attention to design.
In the high-end market, there is a large demand for secondary decoration and improved housing; in the low-end market, there is a vast market space brought about by urbanization and rural revitalization, wholesale, The retail channel will still not disappear, but the ratio will decrease.
“The market is small, and there is no need to fear competition. After the company exited the assembly market, Gaolong began to concentrate on the retail market. Although the passenger flow is less and it is an indisputable fact, its company will increase the transaction rate through the system and the terminal, and it will not be small.
New retail exploration in the Internet age
In the retail channel, there are also companies including Ou Shennuo, Dongpeng, Yingpai, Jinyitao and Xinzhongyuan. New gameplay —— new retail.
In 2017, Ou Shennuo released the O2O new retail store in Chengdu, starting with the customization of tile space, introducing tools such as VRHome, 3D cloud technology, CRM, big data, etc. to realize the virtual scene of tile space. Consumers only need to use the mobile phone to scan the QR code, they can immediately get the product information, price and renderings, get the VR experience, and it is free design, free to map, DIY, a few minutes to get 3D map and so on.
On March 7, 2018, Ou Shennuo Ceramics pioneered and published the O2O New Retail Service Efficiency Standard 1.0 in Hefei, Anhui Province, including four service standards and five efficiency standards. The degree guarantees a new experience of consumption.
Since the middle of 2017, the relevant person in charge of Jin Yitao has mentioned new retail on many occasions; Dongpeng has opened a flash shop directly in Shanghai, although the continuous opening time is not long. But it is also a very bold and meaningful attempt.
What is the new retail? The reporter consulted Mr. Dong, a veteran of the industry. He introduced that the concept of new retail is relative to traditional retail, from the customer’s pain points and needs, to dispel consumer concerns. “Traditional retail is like a blind date. If you don’t talk about love, you will get married directly, so it’s a pure trading relationship. The new retail is a free love. First, you have a certain emotional foundation through experience, and then you can make a deal.
Mr. Dong further pointed out that if the new retail process is divided into three stages, the first stage refers to the enterprise’s online sales channel, starting to enter the Internet, but only as a channel; the second stage It is through online and offline, realizing online sales and offline services, which means that enterprises and dealers have found a balance point and can resolve channel conflicts. The third stage is the transformation of physical experience-oriented physical experience stores, which means that they are completely Opened up, achieving information transparency and service unification.
& ldquo;But most of the companies are still in the first stage. Most people in the industry know this concept, and there is no big difference in understanding. The key difference is that each company uses What way to undertake new retail. Mr. Dong pointed out.
The successful case of the ceramic industry has not yet been discovered, but the home store B&Q has made a bold attempt —— one-time out of 5 B&Thome new retail home smart stores, customers can enjoy 6 Large and different styles of sample rooms, trial products at more than 70 experience points, such as faucets can be effluent, kitchen cabinets and cooking equipment, door and window isolation noise can also feel on the spot; in addition, B&Q’s smart stores also There are some popular black technologies, such as brush shopping, 360-degree panoramic engraving, VR effects, AR technology and so on.
Some analysts pointed out that the new retail transformation is necessary in the ceramic industry, rather than following the trend, because the sales of ceramic tiles need to be changed, the user experience needs to be improved and improved, and the difficulty in paying customers and the low turnover rate can be solved. problem. From this perspective, ceramic companies have no hesitation in space and time to embrace new retail.
So, in what form will the new retail of the ceramic industry be finally presented? Wait and see!
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