Foreword
China Ceramics Network News (Author: Yi Ya) China Ceramics Network's terminal market research (Suzhou, Wuchang and Chang Station) has lasted for 21 days. The three female men in the research team have weathered the wind of July and the rain of August, and walked step by step to the final station of Suzhou. And the "One City, One Activity" (Su-Xichang Station) will be held at the most high-end chain store in the area with the highest concentration of ceramic tile brands in Suzhou from 14:00 to 17:00 on August 8th—— Red Star Macalline Mudu Supreme MALL. In order to grasp accurate market information, we insist on relying on a large number of surveys. A total of 83 ceramic tile channel dealers were interviewed one-on-one. 12 articles and 88 large and small videos have been published simultaneously on the survey content. Thanks to our partners in the same industry, and even more to the ceramic tile distributors who assisted in the research.
▲"One city, one activity" (Su-Xichang Station)
As of August 5, China Ceramics Network Terminal Market Research (Su Xichang) Suzhou station interviewed 32 local channel dealers one-on-one, 28 of whom were ceramic tile brand dealers (the brands involved include Gold Medal Asia, Dajiaolu, Xinzhongyuan, Shunhui, Bode, Xinruncheng, Jiajun, Marco Polo,Jianyi, Samit, Laideli, Jinke, Yinuo, Jinyitao, Oufolai, No.1, Xinhao, Mingbang Ceramics, Yujia, Ouwenlai, Guanzhu, Juncheng, Dongpeng, He Brand, Dongpeng ART+, Xiejin, Nobao, General, Itetao, Mona Lisa, Lijia), 3 are local decoration representatives (the platforms involved include Golden Mantis, Urban Decoration, Qijia.com), 1 local store representative (Red Star Macalline); visited 11 stores (Baobo Building Materials, Haodejia, Yuanfa Golden House, Jia Leju, Red Star Macalline-Yuanyuan Store/Xiangcheng Store/Zhizun Store/Heng Tangdian, Haoyijia, Yuexing Home, Juyi Space), 1 town (Taiping Town, Xiangcheng District).
6 phenomena
100% of ceramic tile brand dealers will mention that there are 6 obvious phenomena in the Suzhou market: 1. There is no single leading brand in Suzhou; 2. There are at least thousands of ceramic tile brands in Suzhou; 3. Suzhou is above the scale of There are more than a dozen stores; 4. Suzhou’s per capita GDP is high but there are few imported ceramic tile brands; 5. Brands operating through different channels communicate less but information circulates quickly; 6. Home decoration design channels have been strong for decades.
3 facts
▲Bode Precision Porcelain Stone Suzhou Exhibition Hall (Good at home)
1. There are few imported ceramic tile brands
Local culture will affect market characteristics, but the two have opposite effects. For example, Sunac, one of the top ten luxury homes in the world, Taohuayuan is located in Suzhou, with a selling price of 1 billion per set, butit is difficult for imported ceramic tile brands to survive in Suzhou. why is that? For the author’s doubts, Ye Cang, a Suzhou dealer of Bode Precision Porcelain Stone, as a local, gave a clear answer: Suzhou native I am relatively reserved and have many literati. I remember when I was a child, my father asked us to wrap the crabs in newspapers and put the crab shells in the trash can. We also had to wipe our mouths clean so that others would not know. Being low-key is a kind of family education, and local people also do it. This is an era when they are satisfied with material enjoyment; in addition, 70% of the migrant population buys expensive houses in local areas (the price of a building in Taiping Town, Xiangcheng District reaches 30,000/㎡), and the remaining decoration funds will be more rational (of course, this refers to Rigid need typeMainly).
▲Shenghua Ceramics Suzhou Distributor Liu Feng
So,How much does it usually cost to accept high-end ceramic tile products? Another Suzhou native, Liu Feng (a Suzhou native) who has been working in the building materials industry for 17 years as a distributor of sublimation ceramics Suzhou (affiliated to Suzhou Jiecheng Stone Decoration Co., Ltd.) revealed: “Now Home decoration companies are working on real estate projects in two years, so ceramic tile brand owners must keep up. Large slate slabs will be the future trend. Imported brands are not necessarily needed. Consumers accept the price at 1,000 yuan/㎡ ; There are more people making ceramic tile brands in the Suzhou market than anyone I know, and the market is becoming more and more transparent; Suzhou stores actually have a surplus, and only brands that use channels can support the expenses of stores in mid-to-high-end stores, and the market is becoming more and more transparent. Due to the influence of the Internet and in order to control costs, many local brands will choose to work in creative parks in the future ”
2. There are still many forms of doing business
Ye Xuezheng, a Suzhou dealer of Youji Jinke Ceramics, said at the end of the interview Such a sentence:"They (the ceramic tile counterparts in Jia Leju stores ) They all say that our store has better business in this mall, but I haven’t seen any business come to our store. Even if we have been a channel for many years, it will be difficultTo make money in the current market environment, I don’t know how the businessmen around me survive. "Business habits mostly come from retail and wholesale. merchants, and the role and advantages of merchants are more directly reflected in the glorious period of Suzhou Xinzhongyuan Ceramics (from 2014 to 2017, annual sales reached 70 to 80 million)
▲Xin Zhongyuan Ceramics Suzhou Exhibition Hall (inside Hengtang Red Star)
Off-topic: So why is Suzhou Xinzhongyuan Ceramics "in decline" now? (From the original 9 direct-operated stores to now there is only one direct-operated store left, and from the original team of 200 people to now only 25 people are left)? This well-known fact is better explained by an insider. According to the analysis of Meng Ting, store manager of Hengtang Red Star Macalline who has worked in Suzhou Xinzhongyuan Ceramics for 8 years:We started doing marketing in 2011. This was one of the conditions for the company to develop to its peak at that time. What’s more, the company’s mechanism is good (emphasis on getting more for more work, and rewards and punishments are appropriate), and people are united. In addition to the influence of market factors, what is more important is that the store expanded too fast at that time (expanded to Shanghai), and talents with overall management capabilities were scarce, resulting in the inability to keep up with the company's development goals. But she is still strongUnder the leadership of the boss (Xu Yihui, the Suzhou dealer of Xinzhongyuan Ceramics), Xinzai can do well in the Suzhou market. The target number of the team is 50 people.
Back to the topic of doing business, it is reported that not only old stores still do business, but also there are still many forms of doing business for ceramic tile brands in high-end chain stores. At the Red Star Macalline Mudu Supreme MALL, the research team interviewed four ceramic tile brands (Inno, Marco Polo, Jianyi Marble Tile, Samit). One of the brand shopping guides said with doubts: "Our brand operates locally. For many years, sales staff have been required to go out. Shopping guides are sales, and sales are shopping guides. However, the shopping guides for other brands in this store seem to be basically in the store. I don’t know why it is so difficult to do business in the current market. , we are mainly facing high-end groups, and we all need to take the initiative, right?
▲Jinyi Ceramic Tiles Suzhou Exhibition Hall (Haodejia)
▲Ofulai Ceramics Suzhou Exhibition Hall (Haodejia)
It is reported that Haodejia Decoration City gathers 99% of the brands that use channels. "Brands in this store need to go global," said Chen Yanfang, a Suzhou dealer of Xin Runcheng. Brands such as: Jinyitao, Oufolai, Oufolai, No. 1 marble tiles (recently established the Chundao Design Alliance, with 12 design companies and 4 ceramic tile brands), etc. The exhibition halls of these brands are even two years old. The "versions" of the former decoration are still in line with modern aesthetics.
▲Owen Lai Ceramics Suzhou Exhibition Hall (Haodejia)
▲No. 1 Marble Tile Suzhou Exhibition Hall (Haodejia)
3. Manufacturers and designers are not sticky enough
Information (non-data) transparency is the research team’s goal for Suzhou ceramic tile channel dealers impression. As mentioned above, home decoration design channels are relatively strong in Suzhou. For example, two well-known decoration platforms are represented - Red Ant Decoration Company, which focuses on villas; and Golden Mantis, a listed company, with a national sales of 3 billion in 2018, and a workwear manufacturer. to 30 billion. In addition to the high value, there are a large number of people. According to Liang Aiyong of the Golden Mantis Design Institute: "The number of designers in Suzhou can rank among the top 3 or 4 in the country. The Golden Mantis Group alone has 100 tooling teams, each team At least 10 people. ”There is power in numbers, how can we not be strong? However, not all ceramic tile dealers (there are more than 1,000 ceramic tile brands in Suzhou and at least 600 people making ceramic tiles) can capture this group.
▲Golden Mantis Group (designers have high aesthetic requirements, so I dare not post pictures without taking pictures)
The author remembers Liang from Golden Mantis Design Institute When Ai Yong met the research team, the first thing he said was: "The amount of ceramic tiles used is larger than before. Our work clothes used to be mainly stone materials. Now compared to ten years ago, the amount of ceramic tiles is much larger. For example, in villas (the basements use bricks to prevent moisture). ), as well as many resort hotels in recent years (mountainous areas are humid and ceramic tiles are more stable). Although our tooling designers select materials from the material selection center, the cooperative ceramic tile channel merchants provide door-to-door service. There are not many introductions, so I purchase my own home decoration online. It doesn’t matter the brand, as long as it is personalized enough. If the service provider can be familiar with several of our teams, at least I need it. He would be considered first when using bricks, but unfortunately not.”
▲Jiajun Ceramics Suzhou new exhibition hall (inside Yuanfa Golden House)
Of course, the above large-scale tooling groups have designated strategic cooperation ceramic tile brands, and Most of them sign cooperation with the headquarters of ceramic tile companies. However, as Lu Jian, director of municipal decoration design, said: Large owners may not pay attention to the brand, but small owners will, and they will basically trust the recommendations of designers. Take the recent slate products as an example. The development is first limited by the designer's cognition, the second is the limitations of the construction technology, and the third is the high price. If ceramic tile dealers can "prescribe the right medicine" to solve the first factor, then promotion will be easy. The author remembers that Jiajun Ceramics was still able to work on the designer channel in the past. The original CIID annual meeting used life or cultural activities to attract designers across the country to link up with it.
▲Shunhui Ceramics Suzhou Exhibition Hall (Haoyi Home)
Last night, a dealer asked me about a certain brand. The reason is: “The original operating brand products cannot meet the needs of high-end designer channels, and the person in charge does not know how to promote designer channels. However, a certain intended brand has the resources to develop designer channels, and local designer channels are still open. Relying on the support of the brand headquarters, such as launching activities for designer channels, I canIt will be much easier to do. "Perhaps, it is still a matter of manufacturers need to work together. Among the many ceramic tile brands interviewed in Suzhou, the author only saw traces of designer activities in the Shunhui showroom - a piece The big boards with Li Bingbing’s image endorsements are all signed by designers. It is said that 100 local designers came to that event. The author believes that in addition to cost investment, the development of designer channels also requires continuous emotional maintenance. .
▲Dongpeng Ceramics Suzhou Flagship Store (in Zhongbo Science and Technology Park)
Of course, there are brands that can achieve good sales by relying on a single retail channel. Such as Nobel Ceramics, Marco Polo, Dongpeng, etc. According to Xu Jiachen, manager of Nobel Suzhou Branch: At present, our retail accounts for 90% of sales, and the decoration company accounts for 10%. In the future, we will still focus on the maintenance of terminal stores. After establishing a firm foothold, we will expand and lay out the rural market.
▲Xu Jiachen, Manager of Nobel Suzhou Branch
▲Nobel Suzhou Exhibition Hall (Park Hongxing Store)
Although Suzhou Nobel Tile cannot occupy the top spot in the local market, it "A skinny camel is bigger than a horse", therefore, It is unrealistic for non-consumer brands to rely solely on retail channels. It also needs to be discussed as mentioned above (How can ceramic tile dealers move forward lightly when being attacked from both sides?|Terminal According to the survey (Suzhou Station 2)): Explore all channels and move forward steadily.
Maybe, words can be talked about, but there are bricks to sell. The unspeakable place. The above is just the author's superficial perspective. Comments are welcome.
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2. This place is very strange. There are many stores but the supply exceeds the demand? | Terminal Research (Wuxi Station) 2< /a>
3. If you want to sell good bricks in a city worth hundreds of billions, do you have these three points of awareness? ｜Terminal Research (Wuxi Station) 3
4. The ceramic tile exhibition hall area has been greatly reduced, reflecting 5 trends ｜Terminal Research (Wuxi Station) 4
5. Finally here! The first season of "Terminal Intelligence Bureau" has started!
6. Changzhou will deliver nearly 30,000 rough houses in 2019. How to grab them? ｜Terminal Survey (Changzhou Station) 1
7. The best-selling ceramic tile brands actually follow this path! ｜Terminal Survey (Changzhou Station) 2
While others cut back on spending, they invested millions in renovating new exhibition halls｜中Tao Jun Terminal Tour (Changzhou Station) 3
9.Everybody has been waiting for a long time! The second season of "Terminal Intelligence Bureau" [Changzhou Station] is currently airing
10. I didn’t expect you to be in Suzhou like this, three macroscopic characteristics of the ceramic tile market | Terminal Research (Suzhou Station) 1
11. How can ceramic tile dealers move forward with ease under attack from two sides? ｜Terminal Survey (Suzhou Station 2)
