China Ceramics Network (Author: Chan Can) It is undeniable that due to the impact of the sluggish economic environment of real estate, especially since the rise of emerging channels such as complete decoration and fine decoration, , traditional retail channels have shrunk severely, a large number of ceramic tile dealers are in deep trouble, and some are even on the "edge of death."
In such a severe situation, do ceramic tile dealers really have no way out?
In fact, there are still many opportunities in the ceramic tile end market. After careful analysis, Brother Chan believes that the ceramic tile dealer not only has four old cakes to eat, but also four new cakes to grab.
The old cake still exists
First, engineering channels.
Although the state strictly prohibits large-scale construction of new buildings and halls, public facilities such as hospitals, theaters, gymnasiums, bus stations, railway stations, airports, subway stations, and high-speed rail stations are in great demand, just like bamboo shoots springing up after the rain. Generally, they are constantly rising from the ground; in addition, there are many non-public projects under construction, such as shopping malls, hotels, amusement parks, etc. The two major project channels, one public and one private, have nothing to do with channel fission. As long as ceramic tile dealers are willing to work hard, they can always get a share of the pie.
The second is the designer channel, and the third is the plasterer channel.
These two channels have existed for a long time, but they have never been taken as seriously as they are now. As long as the products are attractive enough, as long as the channels are in place and the services are attentive, ceramic tile dealers can always win the market they deserve in these two channels.
The fourth is traditional retail channels.
In hardcover and decorationUnder the threat of retail channels, although the market share of retail channels has shrunk to about 30%, it is still an important channel. As long as ceramic tile dealers operate carefully, such as maintaining old customers, effectively participating in building materials alliances, and using new mobile Internet tools to develop new retail, there will always be gains.
The new cake has been baked
One of the cakes: The 4 trillion "old renovation" market contains opportunities
The first batch of commercial housing in my country was built in the 1980s. According to the housing renovation cycle of 10-15 years, a large number of old houses have reached the age of "renovation", and with it comes huge The renovation and decoration needs of old houses.
On June 19, 2019, the State Council executive meeting proposed “accelerating the renovation of old urban communities.” It is reported that the renovation of old communities involves hundreds of millions of residents, which can promote indoor renovation of residents and drive consumption. In this regard, some market experts estimate that the total investment driven by "old reform" may reach 4 trillion yuan.
In the huge 4 trillion "renovation" market, there must be a place for ceramic tile dealers.
Cake 2: Store decoration market in various industries Increase
In addition to residential decoration and dealer store decoration in the ceramic tile industry, there are also many stores in other industries that need decoration. Next, let’s take the catering industry as an example.
From July 7 to 12, 2019, the 2019 International Catering Space Design and Decoration Expo (referred to as "CDE Catering Design Exhibition") was successfully held in Hall 1 of Guangdong Modern International Exhibition Center in Houjie, Dongguan. The holding of this expo reflects the increasing importance consumers place on the visual experience and overall feeling of catering spaces under the background of my country's economic development and the improvement of people's living standards. It also provides an opportunity for decorative materials, including ceramic tiles, to enter subdivided commercial spaces. Chance.
In addition, there are shopping malls, hotels, coffee shops, 4S stores, gyms... and even various types of building materials stores, covering all walks of life such as clothing, food, housing, transportation, and use. , will pay more attention to decoration as consumers have higher requirements for shopping experience. These units include chain stores and single stores. Maybe some chain organizations will cooperate directly with ceramic tile manufacturers, but there are also many units looking for cooperation with ceramic tile dealers that can provide more services, especially single-store units, including chains whose headquarters and ceramic tile dealers are in the same place. mechanism.
The growing store decoration market in all walks of life has opened the door to business for ceramic tile dealers.
Cake No. 3:The hardcover housing market is by no means impenetrable
It is true that the proportion of finely decorated houses is getting higher and higher. Some large real estate companies directly purchase ceramic tiles from large ceramic tile companies, grabbing the market of many ceramic tile dealers. However, this channel is by no means impenetrable to ceramic tile dealers.
According to relevant information, the TOP20 real estate companies (Vanke, Evergrande, Country Garden and state-owned central real estate companies) generally directly conduct strategic cooperation with the TOP20 ceramic tile companies, but non-TOP20 (provincial state-owned real estate companies and Local private real estate enterprises) are still more willing to choose powerful ceramic tile dealers to cooperate.
This current situation shows that ceramic tile dealers do not have no room for survival in the fine decoration housing engineering channel.
Cake No. 4:The packaging market has great potential
It is said that self-contained products are the future trend, that the self-contained products channel is growing day by day, and that it is taking away business from traditional retail channels. This is indeed the case. However, this only sees one side of the matter; the other side is that decoration/fitting companies still have to cooperate with ceramic tile manufacturers or dealers.
According to the information learned by China Ceramics Network since 2018, especially the terminal survey in Xuzhou in 2019, there are not a few ceramic tile dealers who have established cooperative relationships with decoration/full decoration companies, just because of the decoration ∕Factors such as the failure of the assembly company to run away, lack of features in the product, and low profits have led to unsatisfactory cooperation or failure to achieve great results. But it can also be seen from this that ceramic tile dealers do not lack opportunities to enter the decoration channel. What they lack are sufficiently attractive products (colors, prices, etc.) and effective mechanisms to prevent risks when cooperating with decoration/fitting companies.
If ceramic tile manufacturers can solve these two problems from upstream, then ceramic tile dealers will definitely make great achievements in the decoration market. Some people even believe that it is a better way out for powerful ceramic tile dealers to transform and upgrade themselves into complete decoration companies.
Some people may want to say, everyone has a share of these so-called 8 pieces of cake. Why should they be said to be opportunities for ceramic tile dealers? Yes, the opportunity of 8 pieces of cake may be visible to many people. The key lies in whether they can seize it: first, it depends on whether the ceramic tile dealers have the determination and strength to change; second, it depends on whether the ceramic tile manufacturers have effective measures to Help ceramic tile dealers transform and upgrade.
Regardless of channel fission or not, regardless of transformation and upgrading or not, in the fierce market competition, some ceramic tile dealers will always die and some will survive.
Finally, Brother Chan ended with a sentence he once said: Under the severe situation of overcapacity and channel fission, on the surface it is becoming more and more difficult to do the ceramic tile business, but in essence it is the market The requirements for ceramic tile dealers are becoming more and more professional and refined; on the surface, they need to be washedCards, in essence, are about shuffling people.
