"Ancient Jiuzhou" is the name of ancient Chinese geography. All cities with the word "state" have existed for more than 2,000 years, and the ancient city of canal culture - Changzhou, is like this A city steeped in history. "Channel fission market takes the lead" Changzhou Station of China Ceramics Network Terminal Market Research (Su Xichang), officially launched on July 24 after the publication of the article "Ceramic tile exhibition hall area has been significantly reduced, reflecting 5 trends | Terminal Research (Wuxi Station) 4" Turn it on, and in "Finally it's here!" The first episode of "Terminal Intelligence Bureau" has started! 》On July 29 after the video was published, 25 ceramic tile channel dealers in Changzhou were interviewed one-on-one (60~90 minutes/person), including 20 ceramic tile dealers (involving brands include Big Horn Deer super wear-resistant marble tiles, Gold Medal Asia, Xinzhongyuan, Dongpeng, Mona Lisa, Grace, Owen Lai, Jinsi Yuma, Bode, Tongli Marble Tile, General, Huiya, Nobel, Asia, ICC, Yujia, European and American, Jinke, Itetao, Melco Marble Ceramics, Xiejin, Shengshi Porcelain, and Bauma Sega), 4 home decoration designers (the companies involved are: Fengshang Mansion-it has 12 design studios; Zhuoma Space Design - whole villa project; Hengjing Decoration - the drafting unit of "Jiangsu Province Residential Decoration Service Specification DB32/T 1045-2007"; Honghu Design Changzhou Company - mainly large flat floors), Xikexi Decoration 1 person in the company.
Data Current Status
Residential buildings are mirrors of local history and culture. Before embarking on the investigation, the author learned from salespeople in the industry that “Changzhou has undergone major demolitions and renovations in recent years. "The changes are very big." Although the historical traces have been moved, will there be a greater demand for local ceramic tile distributors? The data can reflect the true status of the market. The data the research team learned from the above-mentioned interviewed channel vendors are roughly listed as follows -
1.
Changzhou delivered 40,000 housing units in 2019. Excluding the hard-decorated housing units (accounting for 30%), the remaining rough housing units were nearly 30,000 units (concentrated) Delivered half a year), of which there are 1,000 villas (more concentrated in Wujin West Taihu Lake, accounting for 600 units, and the decoration rate of newly delivered villas is generally no more than two-thirds). It is reported that the number of houses delivered in Changzhou in 2018 was 20,000. “The number of houses delivered this year is more than last year, so there are many more decoration design orders.” Gong Jue, director of Hengjing Decoration Design, and Qian Junjie, design director of Honghu Design Changzhou Company, expressed the same arrive. At present, it is recognized that the areas with better development are Wujin District and Xinbei District.
2.
According to statistics from the Changzhou Industrial and Commercial Bureau in 2018: There are 7,000 decoration companies registered in Changzhou. Huang Rong, design director of Fengshang Dazhai Youyi Design Studio, said: "All home decoration design companies are moving towards full-case design." According to the research team, there are well-known local large-scale foreign contract companies such as Xingyi Decoration, Golden Mantis, Red Ant, etc., and small home decoration companies are "disappearing" at a rate of 30 to 40 per year. The amount of home decoration is decreasing, but the unit value is also increasing, and design fees are higher than in the past. Mei Xiaowei, founder and design director of Zhuoma Space Design, said: "Owners are now willing to pay high design fees, but this time in previous years (As of July) 60 villa customers need to be interviewed, which is 50 fewer than the same period in 2019. ”
▲Interviewed home decoration designers: Huang Rong, design director of Fengshang Dazhai Youyi Design Studio, Honghu Design Changzhou Company Design Director Qian Junjie, Hengjing Decoration Design Director Gong Jue, Dolma Space Design founder and design director Mei Xiaowei
3.
ChangzhouBuilding materials and home furnishing storesThere are dozens of large and small stores (such as Red Star Macalline, Mandu International Home Furnishing Ceramics City, Meigit Home Building Materials Plaza, Southeast Ceramics Mall, Wujin Building Materials Decoration City, Yangtze River Free Trade Center, Hutang Textile City, etc.), and the mid-to-high-end stores are Red Star Macalline (Feilong Road Store) and Mandu International Home Furnishing City.
▲The stores visited by the research team: Wandu International Home Ceramics City, Red Star Macalline (Feilong Road Store) , Southeast Ceramic City, Wujin Building Materials Decoration City, Yangtze River Free Trade Center
Among them, Red Star Macalline (Feilong Road store) is the founding place of Red Star Macalline. The rent is 140~170 yuan/㎡/month, and the shared area is Reaching 1.4 times, the formerly popular ceramic tile brands in East China - Nobel, Champion, Smick (half of the exhibition hall area was transferred to Xinzhongyuan Ceramics in 2019), and Asia brand exhibition halls are more concentrated. The location has not changed for many years; in the past, 90% of the merchants in the Mandu International Home Furnishing City were from Zhejiang. All three floors were occupied by ceramic tile merchants, which is rare among building materials and home furnishing stores in the country. Since 2016, there have been nearly 10 brands in the store every year "disappeared" in Zhejiang, 60~70% of merchants in Zhejiang remain. The rent on the first floor is 50 yuan/㎡/month, the rent on the first floor is 120 yuan//㎡/month, and the rent on the second floor is 65 yuan/㎡ /month, a 200-square-meter store on the first floor can be sold for 7 million yuan (the merchant said that there is no value-added space in the location and would rather rent it. It is reported that the Mona Lisa store was purchased in the early years).
Other rankings include the Yangtze River Free Trade Center, which mainly uses panels, and the rent for a 200㎡ exhibition hall in a non-center shed is 80,000/year; Wujin Building Materials Decoration City has 100㎡ on the roadside The rent for the exhibition hall is RMB 45,000 per year, and the rent for the 100㎡ exhibition hall in the alley is RMB 20,000 per year (half the rent compared to 2018); the least favored Meigit Home Building Materials Plaza, the 300㎡ exhibition hall in 2016 can still be transferred for RMB 420,000. According to a local dealer of a certain brand, the rent cannot be paid now.
4.
Changzhou people’s home decoration habitsThe rooms use wooden floors. Since the migrant population has been from the north in recent years, tiles are chosen for rooms that require floor heating. . Budget-savvy intellectuals (teachers, doctors) will pay the decoration fee into a bank account when decorating their home. Then when choosing building materials and furniture, they will compare the location of the materials and the prices of various brands in the same location, and list them in the book. “For home decoration materials, customers are not familiar with the detailed preparations in the early stages and even the store shopping guides”. The high-end decoration fee for 140 square meters is more than 1 million, the decoration fee for mid-to-high-end is 600,000, and the investment for low-end decoration ranges from 300,000. Most of those who have been doing business in the local market for about 20 years are old customers, because the next generation of old customers is getting married and having children. “I have contacted two old customers in the past few days, both because they want to marry a wife and need a house. Renovation is a habit here, and the investment in basic ceramic tiles for about 140 square meters is RMB 70,000 to RMB 100,000," Wu Zongjie, a second-generation post-90s ceramic tile dealer in Asia, revealed.
Brand Advantages
In this local market, some people are happy and some are worried. Some ceramic tile brand merchants keep saying that they will return home to retire, but they still continue to invest in decoration and replenishment; what's more He relies on his side job to support his existing ceramic business. "For a manufacturer that has been representing a brand for nearly 20 years, if there is no local dealer, it doesn't matter. But for us, the local operation of the brand is like watching our own." "Children, we also went from our early 20s to our 40s" - two tile dealers expressed this. They couldn't explain their feelings clearly, it was probably the so-called inseparability. Before they really give up and are given up, we hope that manufacturers can understand each other and that manufacturers can provide support to truly move forward together. Of course, those who are still able to gain a foothold in the local market now have their own different advantages. The following are examples of classification——
1. Focus on home decoration design channels, product advantages dominate
@Big Horn Deer Super Wear-Resistant Marble Tile Changzhou DistributorShu Dinglu: We mainly focus on villa-type projects with large flat floors of 150㎡ and over 300㎡. Changzhou's mid-to-high-end customers are not interested in brands that engage in alliance promotions, but they will take the initiative to learn about ceramic tiles. wear resistance.
@Gold Medal Asian Tile Changzhou DistributorWu Zongjie: Our factory has said "re-create a gold medal in three years", and now it is indeed taking action. From the launch of large boards to investment in CCTV to designer activities, etc., it is more conducive to us to start from the perspective of dealers. Expansion of designer channels.
@Jinsi Yuma Tile Changzhou DistributorChen Dongmei: If you want to do well, you have to follow the factory and rely on products and services to do business in the circle. We are all doing 300~500㎡ villas, and the minimum marble tiles are more than 100,000 per set. The discounted price of bricks with Jinsi Yuma K gold elements is 300,000 to 400,000 per set.
@Grace Tiles & Owen Lai Plain Modern Tiles Changzhou Distributor Chen Shouwang: The most vital thing is the product. The market is difficult now. To serve customers at the top of the pyramid, we must have products that satisfy them. This is why I choose brand cooperation.
@Yujia Tile Changzhou DistributorLuo Xueqing: I have always been positioned as a designer, complete decoration, and semi-package channel. I once wanted an independent store like a garden, but the exhibition hall in the store also attracts many people to watch on weekdays. It can be seen that the market breakthrough is still there. product.
2. Brand + product + price, excellent distribution management model
@Dongpeng Ceramics Changzhou DistributorZhu Guohua: Except for the South China Ceramic City in Changzhou, which is a direct store, the rest are distribution stores. What we build is a platform, focusing on services to ensure internal unity.
@Mona Lisa Changzhou dealerSu Bin: If it weren’t for choosing the right brand, we wouldn’t be in the ceramics industry. We also have to choose the right people for distribution.
@Head of Nobel Ceramics Changzhou BranchLin Jiatao: Changzhou Nobel was at a low point in 2017, but in 2018 we rushed to the top fifteen of the headquarters branches (45 branches across the country). In the past, we may not have been able to find incremental points, but now We found a direction, and in July alone we opened 7 stores (200㎡/home).
@Asia Tile Changzhou DistributorXu Yuxiang: To achieve a certain status of a local brand, we need to have some accumulation. In Changzhou, our brand awareness is still there, and the natural customer flow transaction rate is 50%, so the next thing to do is the distribution channel, which will be to Nanjing. , Yangzhou’s Asian family members studied.
@Shengshi Porcelain & Bauma Sega Changzhou DistributorWu Mingduan: Mid- to high-end brands are more difficult to distribute. Low-priced brands are suitable for distribution, and we are suitable for it.
3. Team building + exhibition hall renovation, momentum boosts confidence
@Bode Ceramics Changzhou DistributorSun Wei: Building a team requires a long-term and effective system. To achieve a certain size, a system needs to be established. When it comes to small things, it is management, and when it comes to big things, it is system. My The confidence comes from my many years of resources and existing team, including the brand. The dealers who choose to be Bode have their own ideas.
@ICC Tile Changzhou DistributorBai Zhanfeng: The first generation of bosses rely on giving, the second generation of bosses rely on models, and the third generation of bosses rely on business logic. Only high-quality dealers + models can do well. The core point of the best interpretation of the brand at the terminal depends on the store. display.
@Xin Zhongyuan Ceramics Changzhou DistributorZheng Youhua: Two years ago it was the era of oligarchs, and the top ten companies in the local market could still be counted. But now it is the era of giants. If you want to do something, you have to be among the top three, so I am very optimistic about the team. The execution requirements are quite strict, and 600,000 yuan is spent every year on a talent incubation center with a team of 110 people.
@Jinke Ceramics Changzhou DistributorLv Zhiping: Improved housing is the future growth point, so the requirements for products, sales staff or designers are higher, so talents are needed to integrate into this industry. The future must be a competition for talents, and there must be a good team building The model must be competitive to a certain extent to achieve the same goal.
@General Ceramics Changzhou DistributorLin Zhiyong: Ten years ago, I was the first merchant in Southeast Ceramics City to convert a warehouse into an exhibition hall. Consumers who are unfamiliar with the ceramic tile market will go to Mandu International Home Furnishing City, but if they go here, I The showroom is the best, and the retail sales are no worse than Mandu.
@Melco Marble Tiles Changzhou DistributorLin Bin: We have a team of 11 people, 3 of whom are designers. When the salesmen visit the community, they will tell the owners that we can design for them. Of course, we have many villa projects. We built 73 villas last year. , I have done more than 20 projects this year. When the design software cannot meet the design requirements, I will hire external designers to serve them.
@Huiya Ceramics Changzhou DistributorLai Lishou: We invested 1 million to upgrade the exhibition hall at the end of 2018. The factory products are constantly updated and we need to constantly update them, which will help sell new and old products.
@Xiejin Ceramics Changzhou DistributorweekFeng Yu: In 2018, we switched from retail to home decoration channel. In the future, we must also do a good job in the home decoration channel. To be precise, we need to provide good channel services and find business partners.
@欧美ceramics Changzhou dealer Zhou Aifen: In 2016, many locals received subsidies for house demolition and then bought villas. Recently, they built 2 villa-type units (300 ㎡~400㎡), because the store has been renovated, new customers are coming.
@Ite ceramic tile Changzhou dealerChen Peiling: The exhibition hall was completely upgraded at the end of 2018. It cost 1 million at that time. Part of the exhibition room design was designed by myself. (Although the Itetao exhibition hall is in the Southeast Ceramic City, there was one villa-type customer and one large flat-floor customer who came to buy bricks within one hour of the interview on Saturday)
Postscript
On the fourth day of the Changzhou Station survey and interview, the author has heard questions asked countless times by different ceramic tile dealers: "What do you think of the national market situation after all the research? Changzhou How is the market?” The author has answered countless times: “The situation is similar across the country, but Changzhou is better than first-tier cities.” For example, the cheapest exhibition hall rent can be 80,000 yuan per year (the minimum monthly sales volume is 90,000 yuan), and some stores have a monthly minimum sales of 90,000 yuan. Purchased a few years ago at a price of several thousand yuan/㎡, individual warehouses are located diagonally from the exhibition hall. There are 40 processing plants near the Southeast Ceramic City. Regular villa-type customers come naturally to the door every month for at least 2 orders (70,000/item)... …
Is the market environment bad? In the words of Zheng Youhua, a Changzhou dealer of Xinzhongyuan Ceramics that is recognized by Changzhou ceramic tile brand operators: "Everything must start from oneself and rely on oneself."To change yourself, when the outside world cannot give you the strength, have you done your best? ”
