Special writer of China Ceramics Network: Zhang NianchaoThe Ceramics Expo is over, and the industry has returned to its original calm. The semi-annual event has opened high but gone low. In addition to the products, there are more concepts and specifications. Apart from being larger, the innovation capability has not changed much compared with previous years. As for the highlights, exhibition design and ceramic tile accessory materials can be considered as one of the highlights.
The large number of people participating in the exhibition does not mean that there must be many buyers. Although there are also agents looking for brands, the transaction effect is not high. The agents are also more cautious in choosing brands. This may be related to The free formula launched by the brand last year has a lot to do with it. According to some agents I have contacted, they are more rational in choosing brands. They no longer pursue policy routines and price concessions, but pay more attention to the product itself. This is also consistent with Current consumption is highly consistent. However, the continued decline in product prices and the commercialization of brands have left ceramic people with new thoughts.
The accelerated differentiation of terminal market channels and the continued decrease in market flow have had a serious impact on the traditional ceramic sales model, especially some low-end product wholesale models. The incentives are:
1. The price reduction of big brands has squeezed the wholesale brand market;
2. Consumption upgrading, including the abandonment of counterfeit famous brands and low-quality consumption patterns in rural markets;
3. The gradual factoryization of the fine decoration and engineering markets. This market, dominated by original dealers, has gradually turned into a cake for factories, especially when prices, tax stamps, and capital requirements are high;
4. The branding of decoration has made retail low-end customers more concentrated. Fine decoration and decoration have divided the middle and low-end markets, exacerbating the decline of the low-end wholesale model.
Where is the future of the ceramic industry? Every brand has its own strategy and tactics. China's huge market and the persistence of multi-level consumption allow companies with different positionings to have their own specific consumer groups.
The future of consumption is an era of high quality and price convergence, an era of satisfying niche consumption, and an era of product image discovery, and this is a new challenge for ceramic products. Whether it is an old brand or a new brand, a big brand or a small brand, the problems they face are the same: product differentiation, price convergence, and management quality.ization, convenience of services, symbiosis of employees, borderless channels, etc.
At present, ceramic companies have begun to differentiate into: capital-based, brand-based, product-based, and manufacturing-based in terms of discovery models. The wooden barrel theory we talked about before has failed. Now we need to make the longboard longer and turn it into a core advantage. Therefore,in the future, what will be considered is the company's long board. Only by reorganizing its advantageous areas and business strategies can companies have a place, instead of traditional imitation and follow-up.
Today, consumers are about to enter the era of lifestyle consumption. Consumers will no longer need the extension of the product, but focus on the core of the product. Many consumers will set aside the price structure of the product and consider its price based on the essence of the product. In the future, it will be difficult to have a brand future without product leadership. Therefore, as far as ceramics itself is concerned, products are very important, and ceramics are no longer the core business and profit model. For example, they rely on the appreciation of capital, the realization of land, and the production of marginal products. expansion.
