Tile industry follows the trend of homogeneity

Tile industry "follow the trend, homogeneity," the phenomenon of proliferation, in the Shanghai International Kitchen and Bath Exhibition some time ago, almost at the same time multiple businesses at the same time launch "thinning tiles" listed. Here we don't comment on the best and best product for anyone. Here we are talking about the sense of smell in the market. The straightforward point is to follow the same trend. In addition, as high-end consumption becomes more and more frequent, it will promote the production of high-end products and directly make the market more competitive. In terms of products, product development is based on customer needs and meets customer needs to produce high-quality products. As far as the industry is concerned, domestic ceramic tile giants are the vane of the industry to lead the overall development of the industry, while small companies do not have their own research and development capabilities only by imitation.

“Thinning Tiles” has spread over the homogenization of the ceramic tile industry. The pace of “following and homogenizing” in the ceramic sanitary ware industry in recent years has been astonished by foreigners. Even the whole world knows that the Chinese people’s fast imitation style is controversial. . Objectively speaking, manufacturing in China in the international arena is not so glorious.

Ceramic tiles may be one of the industries with the largest number of associations in Foshan's industrial economy. However, despite the latest data from the Foshan Industrial and Commercial Bureau, the number of well-known trademarks in Foshan reached 56, ranking second in the province's cities. However, under the overall background of the trademark strategy, the development of industrial brands may still be at the initial stage.

It is reported that Dai Yimin, chairman of the association's committee, said that the output of modern building sanitary ceramics and ceramic tiles for daily use is the largest in the world, and ceramic machinery and furnace equipment also account for half of the world's total. However, brand building has lagged far behind the rapid growth in product innovation and production. There has been no single famous brand in the world and it has become a collective “pain” for the industry.

In addition, at the Shanghai International Building Materials Exhibition some time ago, it was almost at the same time that several merchants also launched thinner tiles at the same time. Here we don't comment on the best and best product for anyone. What we are talking about here is the smell of the market, the speed of the people, and the straightforward point is to follow the same trend. Why is the market so homogenized or even copied?

The replacement of ceramic tiles is very fast. Small companies have weak research and development capabilities only by relying on imitation. Observing and analyzing the causes of homogeneity in the ceramic tile industry is nothing more than subjective and objective. It comes down to one sentence, which is the limitation of objective conditions for corporate development. Changes in market structure have led to a subjective search for homogeneity.

The pressure of rising raw materials was high on the “**” that was heated up in the previous period. Inflation was one of the most intense topics discussed by many delegates. In this “high tide”, the ceramic tile industry was not spared. In recent days, the passive situation of many raw material prices has risen. The general increase has reached more than 15%. With the current market sales environment is not optimistic, many tile companies are afraid to Hastily followed the increase in the price of raw materials and increased the selling price of the products, leading to a number of ceramic bathroom companies that rely mainly on volume to face the crisis that was eliminated by the market.

The most affected are the small and medium-sized ceramic tile enterprises. These small and medium-sized enterprises generally maintain their operations through the “small profits and quick turnover” model, but this time the price increase has made SMEs that are already unprofitable. Strained. According to industry sources, the current price increase has increased the production cost of ceramics manufacturers by approximately 10%. It is estimated that this will continue and there will be a batch of ceramic companies that are gradually being eliminated.

In 2012, the tile industry needs continuous innovation. With the continuous improvement of professionalism in the ceramic tile market, many consumers are becoming more and more critical in the selection of ceramic tiles. Various factors are the object of their consideration. The tile is an important part of home decoration, but also the biggest "face" problem of home decoration, so the purchase of ceramic tiles has become the most cautious of consumers. Therefore, the market will gradually appear more and more large and small tile brands, so that the ceramic tile market pressure and competition is becoming stronger and stronger. Choosing an effective marketing strategy has become a topic that merchants attach the most importance to in the ceramic tile market in 2012.

Businesses are under pressure from the international market. The reporter interviewed some people in the industry about this year's ceramic tile market. Gold rudder tiles indicated that the performance of the entire market was not optimistic this year and was affected by many pressures, including the impact of the international market. The policies have been introduced in succession, and they indicate that the way of business is different between merchants, the marketing methods adopted are not the same, and the problems faced are also different, but there is a common problem that the competitiveness in the market is becoming increasingly fierce. Businesses are under increasing pressure.

When it comes to what aspects of the ceramic tile industry still need to be improved, the gold rudder tiles indicate that the current needs for improvement are the problems of brand integration and the integration of quality and service. As for how to get rid of the current price war cycle, we need to look at the brand. The need for development to adjust. When asked about the representative events in this year's industry, an industry representative said that the biggest event should be the issue of restrictions on domestic exports of the European team. The forecast for the development of the market in the next year lies in the development of the product itself and the state of human development.

In recent days, the passive situation of many raw material prices has risen, and the general increase has reached more than 15%. In addition, the current sales environment of the building materials market is not optimistic. As a result, many ceramic tile companies dare not rush to increase the selling price of the products following the increase in raw material prices. As a result, some ceramic companies relying mainly on capacity have faced a crisis that has been eliminated by the market. March 16, 2012 Friday The ceramic tile industry should pay attention to R&D innovation and service quality When interviewing domestic famous brand Dongpeng Ceramic Tiles, an industry insider stated that sales volume for the whole year was still very impressive, compared with last year, it rose a lot from the end of this year. Began to make a marketing plan for next year. This year the ceramic tile industry is not doing well and is affected by the environment in all aspects. In this case, Dongpeng Ceramic Tiles has been rising year by year in terms of sales volume. By this year, the overall hope value has also changed. It will get higher and higher.

This year's tile market is somewhat special because the market capacity has become larger, and consumers matching the brand have also gradually increased, and demand will increase. In addition to the overall operation in 2009, so at the end of each year is to lay the foundation for the next year, but in fact from the perspective of real estate, next year, high-end real estate will be less concentrated than this year, the number is not large. There is also a property market policy. Various restrictions will affect consumers' actions in purchasing products. In addition, according to the consumer's consumption habits, it will be based on the price of tile products to choose, due to changes in time to buy, so the product purchase is not so concentrated. At this time, the purchase of consumers may be the so-called just-needed family, but the purchasing power will be reduced, so the high-end brands of tiles are still in a more awkward position.

The tile industry needs to continuously enhance independent innovation. Another point is that some of the big real estate cities in the city will launch more hardcover rooms. People will be willing to choose hardcover rooms that are relatively time-saving. In this regard, the ceramic tile industry will be relatively pressured.

What the ceramic tile industry needs to improve is self-innovation. In terms of intellectual property, tiles have not been protected in R&D innovations. For medium and high-end brands, there are many products that are designed and innovated by themselves. They are designed by themselves in terms of colors and materials. This product is a sign of positioning and industry height. But if these things are ignored by everyone and blindly go to the price war, then those brands that are good at design innovation will be hurt. For China's entire ceramic development industry will not be beneficial, the entire tile development platform will become increasingly narrow.

Tiles are now updated quickly, mainly in the following areas:

1. Everyone's living standards are constantly improving. High-end products are becoming more and more frequent. The current needs of customers are steadily developing in a more environmentally friendly and healthier direction.

2. The replacement of ceramic tiles is very fast, but the overall direction is still centered on the theme of “environmental protection and health”. High-end products emerge one after another, depending on who is more healthy and environmentally friendly.

As a business, various marketing methods will be adopted according to the different needs of consumers for ceramic tiles. With the increasing demand of consumers, brand products will also improve their own products and after-sales services to meet the needs of each ceramic tile consumer. Those who do the most important ceramic tile project in home improvement are the most perfect.