China Ceramics Network News (Author: Chan Can) From August 11th to 15th, in "Channel Fission·Market First - China Ceramics Network Terminal Market Research< /strong>FuzhouStation" (hereinafter referred to as the "Fuzhou Station Survey"), 31 related people from 21 ceramic tile brands, 1 ceramic association, 2 home building materials stores, and 5 design and decoration institutions The person was interviewed by the China Ceramics Network Terminal Research Team (hereinafter referred to as the "Research Team").
On the afternoon of August 17, with "One city, one activity"The sharing and exchange meeting was successfully held at the Sanhuan Haisheng Store of Xiyingmen Building Materials and Furniture Plaza in Fuzhou, and the Fuzhou station survey came to a successful conclusion.
Here, the outline of Fuzhou ceramic tile market gradually became clear in the minds of the research team. Below, the research team presents it in words.
Fuzhou ceramic tile market is exciting
1. Retail channels should not be underestimated
Although fine decoration and complete decoration are the general trend nationwide, the retail channels of Fuzhou ceramic tile market The impact is not as great as in other parts of the country, and retail is still an indispensable and important channel for most Fuzhou ceramic tile dealers. However, their retail is no longer the traditional single retail of waiting for customers to come to your door, but a comprehensive retail that includes a variety of channels such as introductions from acquaintances and old customers, designer referrals, alliance orders, and multi-category operations; among them, the designer channel It is the top priority of this transformation and upgrading. It is reported that Fuzhou designer groups and decoration design institutions have strong influence in the local home building materials field and can influence their customers' brick selection for decoration.
▲On the morning of August 14th, Jianyi Marble Tile Fuzhou Distribution Mr. Shang Yu (right) was interviewed
It is difficult for ceramic tile dealers with a single channel to be competitive, and waiting for customers to come to their door is a dead end. Only multi-channel operations can survive. Many Fuzhou ceramic tile dealers, such as Wang Linxin, general manager of Fuzhou Ouwenlai | Plain Modern Tiles,Liu Lile, general manager of Fuzhou Dajiang Ceramics, and Yu Xiaoming, general manager of Fuzhou Huida Tile Operation Center, can still rely on retail channels to survive in the current environment, precisely because they rely on the keen sense of smell and quick action of Fujian merchants. The transformation and upgrading from single retail to comprehensive retail began. In other words, they can still do a relatively good job in retail. They are not forced to transform when they face difficulties. Instead, they have always had the gene of exploration. They mainly rely on the previous foundation to lay a good foundation. Now they are just strengthening on the basis of the past. Strengthen again.
▲On the afternoon of August 14th, Zuo Ze Thoughts | Zuo Ze Design President and Chief Designer Guo Yuhong and Director of Zuoze Design Institute Yang Tao were interviewed
▲On the afternoon of August 14th, Qiu Peng, Zhongheng Decoration Design Director, was interviewed
2. Engineering channels are full of highlights
In the environment of channel fission with the strong rise of fine decoration and complete retail sales shrinking significantly, some large-scale Ceramic tile manufacturers have directly entered the field of fine decoration and complete decoration. In addition, in recent years, the state has strictly prohibited large-scale construction projects in new buildings and halls. Ceramic tile dealers have fewer and fewer projects to access, and it is difficult for their project channels to improve. But there is another side to the matter. Although the construction of office buildings for party and government agencies is strictly controlled, public facilities and commercial facilities such as hospitals, theaters, gymnasiums, bus stations, train stations, airports, subway stations, high-speed rail stations, shopping malls, and hotels are not. They are springing up like bamboo shoots after a rain, bringing many business opportunities in engineering channels. With so many engineering business opportunities, it is impossible for ceramic tile manufacturers to directly take over all of them. In terms of public relations for the finely decorated housing projects of large national real estate companies and large-scale public facilities and commercial facilities, ceramic tile manufacturers may have an advantage.The potential is greater, but it is also inseparable from the service and other support of ceramic tile dealers in various places; and in the public relations of local small and medium-sized real estate enterprises’ finely decorated housing projects and small public facilities and commercial facilities, the advantages of ceramic tile manufacturers may not be greater than that of ceramic tile dealers. Especially in terms of local connections and personal reputation.
▲On the morning of August 15th, Douglas Tile & Zhuoyuan Ceramics Fuzhou dealer (General Manager of Fuzhou Yongsheng Trading Co., Ltd.) Zou Zhangchun was interviewed
Therefore, in the engineering field, the market still leaves many opportunities for ceramic tile dealers. Romario tiles& Fuzhou ceramic tile dealers such as Chen Dengxiang and other Fuzhou ceramic tile dealers (general manager of Fuzhou Xinyating Building Materials Co., Ltd.) are examples of great success in the engineering field. Its engineering sales accounted for 40% of the total sales, ranking first among all channels, and its hardcover sales ranked first among engineering sales. The proportion is as high as 80%. Who says ceramic tile dealers can't get involved in local finely decorated houses?
▲On the morning of August 15th, HDiC Herdes Hotel Design Peng Wuting, partner of the International Consulting Alliance and chairman of Fuzhou Anrunfu Design Engineering Co., Ltd., was interviewed
3. Distribution channels perform well
In order to expand sales, ceramic tile manufacturers usually continue to divide the business scope of dealers and expand new distribution dealer, or upgrade the distributor to a dealer. In recent years, in order to cope with the unfavorable conditions of overcapacity and market depression, many ceramic tile manufacturers have strengthened their control over channels to develop more dealers. Affected by this, the overall distribution channels of ceramic tile dealers across the country have shown a gradual decline trend.
▲On the afternoon of August 15th, Guoguang Yiye Decoration Agency · Zhu Wenli, deputy chief designer of Bojinhan and director of the 20th home decoration institute, and Liu Lihong, deputy chief designer of Bojinhan and director of Guoguang Yiye Home Decoration Institute 16, were interviewed
Fuzhou ceramic tile market is unique. Under such market conditions, there are many dealers who have done a good job in distribution channels. Gold Medal Asia Fuzhou General Distributor (General Manager of Fuzhou Huiwangju Building Materials Co., Ltd.) Lin Shanqiang, Dongpeng Ceramics Fuzhou General Distributor (Fuzhou Lange Home Furnishing Co., Ltd.), Romario Tiles&Xinghui Ceramics Fuzhou dealers (General Manager of Fuzhou Xinyating Building Materials Co., Ltd.) Chen Dengxiang, Fuzhou Huida Ceramic Tiles Operation Center General Manager Yu Xiaoming and other Fuzhou dealers have achieved remarkable results in operating distribution channels. Distribution channels have become an important weapon for stabilizing sales when the market is cold.
4. The overall market situation is good
The reason why the overall situation of Fuzhou ceramic tile market is good can be seen from the excellent performance of the three major channels of local retail, engineering and distribution. It can be seen from the fact that there are more than 30 local building materials markets, large and small, including Red Star Macalline, and the building materials market is still actively expanding. From the 31 interviewees the research team contacted in the local area in the past few days, it can be seen that You can also feel the confidence, optimism and calmness. No wonder one of the dealers interviewed said with a smile: "Fuzhou ceramic tile market is a model that is worth learning from all over the country..."
▲On the evening of August 15, Shen Yun Tile Fuzhou Distributor Ye Xichang (middle) was interviewed
What makes the overall situation of Fuzhou ceramic tile market good and unique in the country? There may be thousands of experiences, but there is only one most important one, and that is: Fuzhou dealers are not very dependent on manufacturers but have strong ability to solve problems independently, which is what is called strong "subjective initiative" in philosophy. The so-called principle of simplicity, doing things first and being a good person, must make sense.
Of course, Fuzhou ceramic tile market has far more characteristics, such as: Fuzhou dealers represent multiple Brands are a common phenomenon; Fuzhou consumers and even dealers have low awareness of functional tiles such as negative ion tiles and graphene heating tiles, and there is still a long way to go to popularize functional tiles; Foshan's large-scale multi-brand enterprises Second- and third-tier brands are gradually fading out of Fuzhou's ceramic tile market, and the living space of intermediate brands is severely squeezed... It remains to be further explored by the research team, and articles will be written in the future.
The effect of "One City, One Activity" is gratifying
1. The guests attending the meeting are important
Nobel Ceramics, Eagle Ceramics & ICC Ceramics, Kamiya Ceramics, Asia Tile, Jinyi Ceramic Tile Distributors, Romario Tiles & Xinghui Tiles, Dongpeng Tiles, Guanzhu Ceramics & Faenza Tiles, Huida Tiles, Jinke Ceramics, Gold Medal Asian Tiles Dealers, Jinduo Ceramic tiles, Owen Lai Ceramics, Inno Ceramics, IMOLA (Bee) Ceramics, General Ceramics, L&D Ceramics, Bode Ceramics, Jianyi Marble Ceramics, Zuoze Thinking | Zuoze Design, Zhongheng Decoration Design, Douglas Ceramics & Distributors of Zhuoyuan Ceramics and Shen Yun Tiles brands, Fuzhou Ceramic Chamber of Commerce, Fuzhou Anrunfu Design Engineering Co., Ltd., Fuzhou Decoration Engineering Co., Ltd., Guoguang Yiye Decoration Agency, Xiyingmen Building Materials and Furniture Plaza (Sanhuanhai) Relevant persons in charge from Shengdian) units all attended the sharing and exchange meeting in person or through entrusted representatives. Chen Yongfei, general manager of Fuzhou Xiyingmen Building Materials and Furniture Plaza Sanhuan Haisheng Store, delivered a speech.
▲Conference site
▲Chen Yongfei, General Manager of Fuzhou Xiyingmen Building Materials and Furniture Plaza Sanhuan Haisheng Store
2. Share results with content
At the meeting, Wang Fang, deputy general manager of China Ceramics Network, presented through PPT, focusing on the significance of the survey, the trend of the building ceramics industry in the first half of 2018-2019, and the Fuzhou station survey and collection of information. The main content was shared, and four points of understanding were put forward for the Fuzhou station survey, which received the attention and affirmation of the guests attending the meeting.
▲Deputy General Manager of China Ceramics Network Wang Fang
3. There is an atmosphere for communication and discussion
In response to the issues that the research team raised based on multi-station surveys that are of great concern to both the upstream and downstream of the building ceramics industry, The guests at the meeting had lively exchanges and discussions, and they were still interested after get off work at the Sanhuan Haisheng Store of Xiyingmen Building Materials and Furniture Plaza in Fuzhou, where the meeting was held.
The first question: What do you think about the brand-name special-price bricks that are being dumped on a large scale in Foshan?
▲Romanario Tiles & Xinghui Tiles Fuzhou Distributor Chen Dengxiang
Chen Dengxiang:Do your own thing well, buy your own bricks, and don’t want to touch the special price bricks at all; I have been dealing in ceramic tiles for more than ten years, and I have never sold a single special price brick.
▲Huang Qimei, General Manager of Fuzhou Asia Ceramics
Huang Qimei:< span style="font-family:宋体; font-size:15px">As far as I know, there is 40% excess ceramic production capacity, and the special price bricks should be surplus Partially, how to deal with it should be considered by manufacturers and organizations such as the Ceramics Association, and it can only be solved from the source.
Fuzhou Gold Medal Asia Tiles General Distributor (General Manager of Fuzhou Huiwangju Building Materials Co., Ltd.) Lin Shanqiang:In the ceramic industry, the pressure is increasing. Manufacturers have gone bankrupt and dealers have closed their doors. Many big brands are OEMing in Gao'an, Jiangxi and Zibo, Shandong. This is forced by the market. result. But every tile of Gold Medal Asian Tiles is produced in Foshan. Many special-price bricks and OEM bricks have quality problems, which are the result of inadequate quality control.
Yu Xiaoming, General Manager of Fuzhou Huida Tile Operation Center ：Why are the special bricks sold so cheaply? Either the color is not good-looking, or there is something wrong with the quality. Otherwise, why sell it at such a low price?
Second question: What do you think about the distribution channels for manufacturers to recycle some areas?
▲Gold Medal Asian Tiles Fuzhou General Distributor Lin Shanqiang
Lin Shanqiang:< span style="font-family:宋体">I support manufacturers taking back poor distribution channels, because poor distribution will affect brand height.
Yu Xiaoming, General Manager of Fuzhou Huida Tile Operation Center ：I think it is normal for manufacturers to take back distribution channels in some areas that are not doing well, (because) they need to give some people who can do better dealers to do it.
The third question: Why are most real estate procurement projects in Fuzhou independently developed and serviced by dealers, while most other places are led by manufacturers, making it very difficult for dealers to directly intervene?
Romario tiles&Xinghui Tiles Fuzhou dealer (General Manager of Fuzhou Xinyating Building Materials Co., Ltd.) Chen Dengxiang: When doing real estate, there are four ports; one is to send samples The second is the cost control port; the third is the social resource port. But this is not something that happens overnight, it requires long-term accumulation and precipitation; in addition, advancing funds is even more stressful.
▲Yu Xiaoming, General Manager of Fuzhou Huida Tile Operation Center
Yu Xiaoming: I think real estate procurement projects are not without opportunities. As long as there is a certain relationship and the product price is low, you can enter. The biggest problem is the advance capital. (Advance capital) Entering the field of real estate procurement may seem like you can make some money at first, but in the long run, the profit is actually very thin, and there is a risk of losing the old capital.
The fourth question: Most of the ceramic tiles sold by dealers in Fuzhou are inherited from the family, and everyone is willing to let their children do it in the futureInherit the "brick-moving" business?
Romario tiles&Xinghui Tiles Fuzhou dealer (General Manager of Fuzhou Xinyating Building Materials Co., Ltd.) Chen Dengxiang: I think this varies from person to person. My son is in his twenties and is not involved in the business of ceramic tiles. I will let him get familiar with it first and then look at his ambitions.
Yu Xiaoming, General Manager of Fuzhou Huida Tile Operation Center: How will the ceramic industry develop in the future? I have not considered that long term. Maybe it will in the future. I will have to wait and see if there is any alternative to this industry to prevent children from continuing to "move bricks" in the future.
Gold Medal Asian Tiles Fuzhou General Distributor (Fuzhou Huiwang General Manager of Ju Building Materials Co., Ltd.) Lin Shanqiang:Ceramic industry passed No more than 20% of products are sold through emerging channels such as the Internet, and 60 to 70% still rely on the traditional channel of dealer physical stores, so there are still great development opportunities for dealers. It is said that "Guangdong makes artificial bricks, and Fujian people sell bricks." We must be confident and make the business of selling bricks bigger and stronger. As for whether they will let their children continue to "move bricks" in the future, I think it varies from person to person.
▲Dajiang Ceramics Fuzhou dealer Luo Yueyun< /p>
Luo YueYun: My son and I have been in the ceramic tile business for ten years. Regarding the differences between us in business management, such as the treatment of employees, I think younger people may be more principled, while our generation may handle them tactfully from all aspects such as emotions.
……
▲Group photo of the event
From the interview to see the implementation, those of you who follow China Ceramics Network, do you think Fuzhou ceramic tile market scenery Is this the best place? For more phenomenon analysis and more viewpoint sharing, the research team will continue to write articles after the event, so please stay tuned.
Research the link market and share to generate value. Up to now, the "Channel Fission·Market First" that started inJune 2018 - China Ceramics Network's terminal market research has gone through Hangzhou, Shanghai , Wenzhou, Nanjing, Xuzhou, Suzhou, Wuxi< /strong>, Changzhou, Fuzhou9 cities.
This project is extremely long, and it is also Extremely solid. From scorching heat to severe cold and then to scorching heat, more than a year has passed. The research team has encountered many unimaginable difficulties in the process.But I have never backed down, just because some ceramic tile manufacturers and dealers once said, "Your research is very meaningful and it is also done. It is very solid and helpful to us".
Important Note
This time "Channel Fission·Market First - Fuzhou Station of China Ceramics Network Terminal Market Research" It is jointly sponsored by the Marketing Branch of China Ceramic Industry Association and China Ceramics Network, and is jointly sponsored by Gold Medal Asian Tiles (Project) and Big Horn Deer Super Wear-Resistant Marble Tiles (East China Area). “One City, One Activity” (Fuzhou Station) is supported by Fuzhou Xiyingmen Building Materials and Furniture Plaza Sanhuan Haisheng Store.
