At present, the development of China's entire ceramic construction industry has encountered problems such as real estate price and purchase restrictions, saturation of the first-tier city market, and anti-dumping policies in foreign markets. Building ceramic enterprises going to the countryside and entering the village seems to be one of the tricks to help companies break through and stimulate their vitality. But will the ceramic construction enterprises, especially those producing medium and high-end ceramic sanitary ware products, be confronted with water and soil in the rural market? What problems will be encountered when farming the rural market? Reporter conducted an interview.
Rural market is more functional
For the current domestic first- and second-tier markets, the building ceramic industry has developed a group of consumers with a certain quality of life and strong purchasing power over the past few decades. In order to gain a share of the market share, Jiantao enterprises have also racked their brains to improve the level of product R & D and design, and attach higher decorative and cultural values ​​to the products. However, in the rural market, it is the functional value of the built ceramic products that is at the top of the list.
"Rural people have high requirements for the functionality of ceramic tile products. After their living standards are improved, they attach great importance to the quality of ceramic tiles. Especially in the northeast region, rural households have relatively higher requirements on the cold and heat resistance of wall tiles." China Ceramics Lan Weibing, director of the Foshan Office of the Industrial Association, told reporters that he had organized the association to conduct a survey of the rural ceramic market and found that rural families in first- and second-tier cities such as Zhongshan, Dongguan, Shenzhen, Huizhou, and the Yangtze River Delta are keen to buy first-tier ceramic brands. The functional requirements of the products are very high, and the price of ceramic tiles in the rural market in western regions such as Sichuan is relatively low. Lin Wei, president of Guangdong Eagle Ceramics Group Co., Ltd., also mentioned that the rural market needs functional, cost-effective products such as moisture resistance, taste absorption, cold resistance, etc. If companies can segment the market for these needs, the prospects will be very impressive.
Low prices are not the main theme of consumption
For a long time, many people think that the main role of the township ceramics market is low-end, low-priced products, and the price war was once considered to be the life-saving straw for the rural market, but it is not.
Deng Yaobang, marketing director of Guangdong Xinzhongyuan Ceramics Co., Ltd., told reporters that the price war is actually the most "short-lived". Once caught in the price war, the high-end enterprise brand advantage is difficult to continue, and inferior and low-end products are rampant in the market, which will eventually lead to market flooding. Inferior products and high-quality products are difficult to seize market share, and the majority of consumers are ultimately damaged.
Lan Weibing said that building materials go to the countryside to allow farmers to use high-quality and affordable products. Some farmers are richer than urban people. They need the quality of ceramic tiles, and some farmers do not look at low-priced products.
For a rural market with great potential for consumption development and a large market capacity, strict control of product quality and prices, and maintenance of market access thresholds are conducive to the sustainable development of enterprises in the rural market. "High-end brands should not blindly reduce prices or provide products with low prices but relatively low quality. To be close to the township market, companies can equip the rural market with a dedicated production line to meet the consumption capacity and demand of the rural market." Say.
Deng Yaobang believes that low prices are not a panacea. It reflects the added value of the brand and guides consumers to change their consumption concepts. This is the issue that all third- and fourth-tier market brands need to consider. In addition, he also believes that the combination of building ceramic products needs to be fully equipped, complete with high-end and low-end products, with high-end products to establish an image to win profits, with low-end products as support, and mid-range products as a combination of fist to firmly grasp the county market.
Channels are blocked and everything is free
Any company that wants to capture the rural market can only unblock the construction of this hard board, especially for building ceramic enterprises with heavy products, large volume, and strong experience. "The difficulties encountered by building ceramic enterprises in going to the countryside are that some areas are remote, the transportation is inconvenient, there are no good display areas and concentrated sales markets, and some counties and cities do not have brand stores. Many farmers often have to go to neighboring counties to buy . Furthermore, the software support for construction teams, designers, etc. is not complete. "Lan Weibing told reporters.
For one of the earliest domestic brands that launched the third and fourth tier markets, Xinzhongyuan has established a relatively complete marketing structure in the second, third, and fourth tier markets, with more than 90% prefecture-level cities and more than 80% county-level cities in each jurisdiction. The cities already have distribution outlets, and most of the townships in the core market have basically completed the construction of the sales network.
The construction of the production base of ceramic enterprises in the village helps the reduction of logistics transportation costs and raw material costs, and provides guarantees for consumers to provide large brands, preferential prices and high-quality products. However, logistics problems in some regions have also become difficult problems for enterprises to solve. "The township market is relatively fragmented. Current purchases cannot be checked according to county and city standards. Most of the current purchases are between 10 tons and 8 tons. This is not easy to find in terms of vehicle sources, which directly leads to the inability of the goods to reach the customer in time. "Deng Yaobang said.
According to reporters, Ascott has made strategic preparations for product development, channel construction and supporting services, and put forward the concept of "opening brand stores to the doorstep of consumers" to allow ordinary people to buy products in the nearest place. Get experience, purchase and supporting services.
Corporate Voice: Never give up the rural market
Supported by national policies, the gradual saturation of first-tier city markets, the maturity of towns and cities, and the improvement of rural living standards have urged ceramic companies to commit to the development and development of rural markets. Yin Hong, Secretary-General of the Foshan Ceramic Industry Association, believes that the urbanization process of towns and villages is accelerating, the market share in rural areas is quite large, and the market prospect is very objective, which is worthy of investment and development by enterprises. The reporter visited a number of Jiantao sanitary ware enterprises, and they all expressed their intention to expand the rural market to the reporter.
"We will not abandon the rural market. In the next time, brands will gradually introduce mid-range products in the rural market. The current focus is to increase brand promotion efforts, deepen brand consumption into the hearts of the people, and gradually improve consumer concepts and consumer psychology. "Deng Yaobang said he also hopes to use the opportunity of building materials to go to the countryside to increase the terminal sales of Xinzhongyuan, while constantly optimizing the quality of outlets, improving service quality, improving product structure, meeting the needs of different consumers, and developing it into a household name. National brand.
He Xinming, chairman of Dongpeng Ceramics, told reporters that the company actively promoted channels to go to the countryside and cultivated the rural market. This year's 100 new stores in Dongpeng will be deployed in the third and fourth tier markets. Chen Yanbin, chairman of Yashifufu Ceramics Co., Ltd., is optimistic about the purchasing power of the new generation of consumers in rural areas. He plans to build 100 independent French modern art museums in the third- and fourth-tier markets of Shanghai, Jiangsu, Zhejiang, Guangdong and other developed regions to capture the countryside. The new generation consumer market.
"At present, Emperor Sanitary Ware has few sales outlets in rural areas or third- and fourth-tier cities. The company plans to increase its focus on the rural market in the second half of the year and vigorously develop channels for the third- and fourth-tier markets." Lin Xingquan, manager of Emperor Sanitary Foshan Branch, told reporter. For more news and information, http://news.gojiaju.com/ Welcome to provide news interview clues / news hotline to 8004
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