Text/Zhuifeng
From September 23rd to 28th, China Ceramics Network conducted a national ceramic tile and sanitary ware market survey [Guiyang Station] with the theme of "Link manufacturers, directly hit the terminal" strong> (hereinafter referred to as "Guiyang Station Market Survey") spans the two cities of Guiyang and Kaili, and has footprints in 12 home building materials stores/headquarters (Guiyang Wellhouse Home Experience Center, Kaihong Home Plaza, Red Star Macalline Beijing West Road Store, Xingyijia Guiyang Beijing West Road Shopping Mall, Red Star Macalline Supreme Mall, Southwest Home Plaza, Juran Home Jinyang Store, Western Building Materials City, Southwest International Trade City, Juran Home Taisheng Shopping malls, Marriott Business Headquarters, etc. and Kaili Easyhome).
During this process, the China Ceramics Network investigation team (hereinafter referred to as the "investigation team") interviewed 23 ceramic tile brands (Gold Medal Asian Tiles, General Ceramics, Nobel Ceramics, Bode Seiko Ceramics, Shunhui Ceramics , Xinzhongyuan ceramics, Jianyi marble tiles, Ouwenlai plain ceramic tiles, Oufolai ceramics, Italian I.T imported bricks, Nengqiang ceramics, No. 1 marble tiles, ICC tiles, Dongpeng tiles, Summit tiles, Italiano Bao ceramic tiles, Grace ceramic tiles, Guanzhu ceramics, Jinsi Yuma ceramic tiles, Mati ceramic tiles, Jinyi ceramic tiles, Guanxingwang ceramics, Gaode ceramic tiles, etc.), 4 decoration design companies (Guiyang Zhongbo, Guiyang Xibaibai , Kaili Shuimu Nanshan Decoration, Kaili Xingyi Decoration, 2 home building materials stores/headquarters bases (Guiyang Marriott Business Headquarters and Kaili Easy Home)
On the afternoon of September 29, with the "One City, One Activity" sharing and exchange meeting successfully held at Guiyang Juran Home Taisheng Shopping Center, the market survey of Guiyang Station came to a successful conclusion.
1
Market Fax
Compared with the 13 cities (Hangzhou, Shanghai, Wenzhou, Nanjing, Xuzhou, Suzhou, Wuxi, Changzhou, Fuzhou, Xiamen, Qingdao, Yantai, Jinan) that China Ceramics Network has visited since 2018 for its terminal market research, Guiyang The situation in the ceramic tile market is the best. After investigation and analysis, this is mainly due to four major advantages:
1. Housing prices are not high.
The investigation team learned during interviews and surveys that the house price in Guiyang is roughly between 8,000 yuan/square meter and 12,000 yuan/square meter; a query on the house buying APP "Keanju" shows that the house price (average price) in Guiyang is 8,821 Yuan/square meter; and data from the China Index Research Institute and Anjuke show that Guiyang’s housing prices rank third from the bottom among 31 directly-governed/provincial capital cities. Such low housing prices are nicknamed "cabbage prices" by some people.
Due to the low housing prices, consumers in Guiyang can have a relatively sufficient budget for decoration and purchasing building materials after buying a house; at the same time, on the basis of low housing prices, with the livable climate of cool summers and warm winters and extremely rich With its tourism resources, Guiyang has attracted a large number of financially powerful outsiders to come to buy houses for leisure vacation or simple investment, which has greatly expanded the capacity of the decoration and building materials market.
2. Strong spending power.
Although its economic aggregate ranks low among large and medium-sized cities, including provincial capitals, Guiyang's consumption power is relatively strong, which is reflected in the fact that consumers are advanced and willing to spend money. In the words of a dealer, people in Guiyang still have to take a taxi even if they only have 10 yuan in their pocket. Strong spending power, coupled with low housing prices, has caused Guiyang consumers to attach great importance to home decoration design and building materials. The price of ceramic tiles is relatively high compared to other places.
3. The proportion of finely decorated rooms is not high.
In recent years, finely decorated houses have become one of the main factors in the gradual shrinking of retail-based ceramic tile dealer channels, but Guiyang has "uniquely beautiful scenery." The low proportion of finely decorated houses in Guiyang is the consensus of the dealers interviewed. Most of them believe that the proportion of finely decorated houses in Guiyang is only about 10%; with the entry of large real estate companies such as Country Garden, Evergrande, and Vanke, the proportion of finely decorated houses in Guiyang's new properties has increased by nearly 20 percentage points, but the proportion of finely decorated houses in Guiyang is also the highest. Only about 30%.
Of course, without the support of statistical data from authoritative organizations, the proportion of finely decorated houses in Guiyang that the research team learned is not accurate enough. But it's enoughIt proves that the impact of Guiyang's finely decorated houses on local ceramic tile retail and dealer channels is not obvious; it also makes local dealers more willing to renovate or expand their stores than dealers in other cities across the country to hold on to the retail market.
4. The existing housing area is huge.
It is reported that the existing housing area to be renovated in Guiyang exceeds 3 million square meters. One dealer believes that even if Guiyang stops real estate development from now on, the 3 million square meters of houses to be renovated will be enough for local building materials dealers to "eat" for several years. The huge stock of housing has allowed many ceramic tile dealers in Guiyang to remain confident in the face of increasingly fierce market competition.
Everything has two sides. The Guiyang ceramic tile market has advantages on one side, but also has weaknesses on the other. Mainly reflected in the following three aspects:
First, the market capacity is not large. Although Guiyang has made great progress in economic and social development in recent years, its GDP is still low, especially its weak industrial base, coupled with its small population, resulting in a limited total consumer market and a small ceramic tile market capacity.
Second, there are few large-scale dealers and many mom-and-pop shops. According to feedback from many dealers, there are no large-scale dealers in Guiyang, and the best dealers only have annual sales of 80 to 90 million yuan. Many dealers who are considered to have good performance have annual sales of 20-40 million yuan. Among them, there are more small mom-and-pop shops.
It is also worth mentioning that, similar to the lack of large-scale dealers, Guiyang lacks big-name designers who can represent the design strength and design level of the entire province, which to a certain extent affects the design and application level of ceramic tiles and the development of designer channels. .
Third, a small fortune means peace. In Guiyang, many people, whether they are dealers or consumers, have the idea of settling down with a small fortune. For dealers, it will affect the expansion of operations and further development. For consumers, it will lead to a lack of interest in saving money and consumption. Ability is unstable.
It is precisely because of the four major advantages that Guiyang's ceramic tile market has good advantages and has maintained a good development momentum despite the "suffering" situation in other parts of the country's building materials market. At the same time, the threshold for ceramic tile operations is very low, including The building materials market, including the ceramic tile business, is dotted with large numbers and very low concentration, and is still growing. It is precisely because of these three major weaknesses that it is difficult for a large number of dealers in Guiyang to achieve large-scale development and do not have the ability to withstand risks.
Collecting the opinions of many interviewees, the research team believes that: Judging from the current situation, Guiyang's market is still full of hope.But once the market competition is as fierce as in first- and second-tier developed cities, a large number of dealers who have not yet realized corporate operations will definitely "die." Such dealers and even dealers that have entered a higher stage of development must take precautions and make full preparations while the situation is still good. The market is like a boat sailing against the current. If it doesn't advance, it will retreat.
2
Voice at the venue
Gold Medal Asian Tiles, General Ceramics, Dongpeng Ceramics, Nobel Ceramics, Shunhui Ceramics, Guanzhu Ceramics, Xinzhongyuan Ceramics, Oceano Ceramics, Mona Lisa Ceramics, Ofulai Ceramics, Sa Distributors or representatives of brands such as Miter Tiles, No. 1 Marble Tiles, Huiya Tiles, and Bode Seiko Tiles, as well as representatives of Easyhome Taisheng Store, attended the sharing and exchange meeting on the afternoon of September 29.
1. China Ceramics Network has a mission.
Mr. Liu, General Manager of China Ceramics Network, delivered a speech on behalf of China Ceramics Network. In addition to expressing welcome and gratitude, he emphasized the four purposes and significance of China Ceramics Network's national ceramic tile and sanitary ware market survey (named Terminal Market Survey before the upgrade):
The first is to collect and analyze the national ceramic tile and sanitary ware terminal market data to provide data support and basis for market decisions of ceramic manufacturers; the second is to link manufacturers and terminal dealers, listen to the real voice of the market, reflect the real situation of the terminal, and help Dealers make suggestions and convey their real thoughts and voices to ceramic manufacturers, thereby helping ceramic manufacturers do a good job of maintaining and protecting their dealers; the third is to strengthen the connection between terminal dealers and provide everyone with healthy development and win-win cooperation. A platform for communication and interaction; the fourth is to obtain city data analysis reports through research, provide data for dealers’ development and decision-making, and help dealers do a good job in brand promotion.
2. The atmosphere of exchange and discussion was lively.
In response to the questions formulated by the investigation team or around topics of interest to them, the guests at the meeting had lively exchanges and discussions. The atmosphere was active and the interactions were frequent.
Crown Bead Ceramics Zeng Xin, a dealer in Guiyang: As a "newcomer" who has only been in the industry for a few years, I am very happy to have such an opportunity to learn from my senior peers. At present, many dealers are only selling ceramic tiles in volume, and there is still a lot of room for improvement in service. I am still full of confidence in the future of Guiyang's ceramic market.
Huang Haiyu, general manager of Gold Medal Asia Tile Guizhou Branch: full of confidence in future development. Gold Medal Asia Tiles Guizhou Branch adopts a "headquarters store + branch" development model, using high-end stores as a driving force to enhance brand height and influence. You must not sell rock slabs with the mindset of selling ceramic tiles. When operating rock slabs, you must not belittle your "identity". You must keep the bottom line of rock slab prices and provide good applications and services. Being a boss is actually being a platform. You must have a "profit sharing" mentality and rely on the team to achieve a win-win situation.
Wu Huaihe, General Manager of Marriott Commercial Headquarters: Integrate business formats, optimize plans, sink channels, build on advantages, and increase sales.
Kang Jun, Guiyang dealer of Xinzhongyuan Ceramics & Oceano Ceramics: Dealers operate rock slabs, and deep processing is a key issue. If anyone builds his own slate processing factory, I would like to be his first customer.
Ofulai Ceramics Guiyang dealer Shi Quanpan: Learn more and innovate more. Exceed customers' expectations and provide them with better and more professional services.
Huiya Tiles Guiyang dealer Huang Xudong: Everyone has their own advantages, and everyone’s market share is limited. "Cost-effectiveness + team" is the core competitive advantage.
Wu Chao, dealer representative of General Ceramics in Guiyang: Service is key. Since we promoted service upgrades, salespeople have become waiters. If they serve old customers well, they will promote referrals from old customers. Although the number of customers has decreased, the total performance has increased.
Zhang Heng, representative of Juranzhijia Taisheng store: The future market belongs to professional (design), team-oriented and service-oriented brands and dealers.
Zhang Changyong, dealer representative of Summit Ceramics in Guiyang: Profits are getting lower and lower, and services are getting better and better.
Dongpeng Ceramics Guiyang dealer Zhou Tinghui: I hope everyone can unite to protect the price and market of ceramic tiles.
Zhao Yingjie, the person in charge of the Guiyang store of Gold Medal Asia Tiles Guizhou Branch: I hope to learn from Mr. Kang of Guiyang Xinzhongyuan how to provide good service (Mr. Kang replied: Be a good person first, then do business).
Fu Ping, a gold medal Asian tile dealer in Kaili: Don’t forget your original intention and keep your mission in mind.
……
In fact, in every interview before the sharing and exchange meeting, the dealers or designers interviewed had "golden words". Here are some excerpts for everyone to taste.
1. In exhibition hall design, we must learn to do as the Romans do. If we follow the manufacturer's display method, it will only be a displayed product. However, as consumers are currently unfamiliar with and expect the phenomenon, we need to show consumers how to apply the product. No matter how much you say it, it’s useless, just do it!
2. Closing edges and closing edges is an art that should be paid attention to in the application of materials. The simpler and cheaper materials will become the trend.
3. Ceramic tiles should not be defined as industrial ceramics, but as a value-for-money life experience in the design experience. What we need to do is to occupy the market with quality and professional services, only serve our own market, do not cater to customers, only guide them.
4. To underestimate yourself is to be irresponsible to the market and consumers.
5. Would rather do wholesale (10 points) than do home improvement channels - the maintenance cost of home improvement channels is too high.
6. If you have the opportunity to torture old customers, you might as well develop more new projects - the way for manufacturers to work together for a win-win situation.
7. I don’t want my children to take over the ceramic tile business, because they will always be Party B and will never get respect.
……
Research the link market and share to generate value. Up to now, the China Ceramics Network's national tile and sanitary ware market survey (named Terminal Market Survey before the upgrade) started in June 2018 has gone through Hangzhou, Shanghai, Wenzhou, Nanjing, Xuzhou, Suzhou, Wuxi, Changzhou, Fuzhou, 14 cities including Xiamen, Qingdao, Yantai, Jinan and Guiyang.
Next, the China Ceramics Network investigation team will visit more cities, collect more information, and bring more sharing, so stay tuned...
Important Note< /span>
The "Chain Manufacturers·Direct Attack to Terminals - National Ceramic Tile Bathroom Market Survey [Guiyang Station]" is hosted by China Ceramics Network, co-sponsored by Gold Medal Asia Tiles, and co-organized by General Ceramics. "One City, One Activity" [Guiyang] Station] has received strong support from Guiyang Juranzhijia Taisheng store
Group photo of guests attending the conference
Author: Zhuifeng
