Ceramic industry year-end inventory summary • 2021 ③
Some people believe that the most competitive enterprises in the future must develop based on the three-wheel drive model of "product + channel + brand". Among them, making good products has been what ceramic companies have been doing for the past few decades. Building consumer brands and C-end brands is the future goal of ceramic companies. Only channels are the main track that ceramic companies need to compete for now.
Some people believe that with the continuous tightening of national regulatory policies in recent years, the golden age of the real estate industry has become a thing of the past. Since 2018, equipment companies have experienced frequent thunderstorms, which has dragged down the development of upstream and downstream companies in the entire industry chain. Entering 2021, China's real estate industry has been pushed to the forefront due to the "explosion" of Evergrande's debt, which has also directly aggravated the credit crisis of large B-end channels. But it is undeniable that the two major channels of fine decoration and complete decoration are still the general trend.
From the current evolution of consumption habits, we can know that in the past decoration process, every detail must be connected to a unit. It is destined to be abandoned by the new era consumer groups. In the future, only a small number of units will be directly retained in the decoration method. Connecting with consumers, these units coordinate resources to complete decoration services and delivery. As a supplier of ceramic tiles, an important main material for decoration, how ceramic companies allow themselves to participate in these key units is not only related to their own sales, but also related to the pricing power and premium space of the industry.
Since 2021, the battle for large B-end channels among ceramic companies has intensified. In order not to end up becoming a material supplier integrated by others, ceramic companies have actively embraced real estate companies and decoration companies and reached "battle alliances" with them. "relation.
一
Integrate superior resources
Layout in home decoration and decoration fields
“The most effective way to improve customer value is through decoration.” Peng Changhua, general manager of Shunhui Ceramics, believes that starting from consumer needs, we provide consumers with one-stop overall solutions and open up the shortest path for decoration. In terms of ceramic tiles, , is to solve all aspects of design, material selection, delivery, paving, return and replenishment, after-sales and other aspects, so that consumers can save more time, trouble and worry during decoration, thereby maximizing the interests of consumers.
On April 16, Shengdu Decoration joined hands with eight major brands to jointly release&ld"One Heart, One Hundred Million" brand strategy, a billion-yuan alliance composed of eight leading brands in the home decoration industry was officially established. At the meeting, Shunhui and the other seven leading brands in the industry jointly signed the "One Heart, One Hundred Million" project. Shishengdu has integrated the foundation to provide the platform with more comprehensive and high-quality support in the supply chain, and use the platform to open a new era of sales.
It is understood that Shunhui has established strategic cooperation relationships with more than 3,000 home improvement and decoration channel companies such as Golden Mantis, Shengdu Decoration, and Weishang Group over the years. This year, Shunhui also established a strategic cooperation relationship with Shanghai Jutong Decoration Group Co., Ltd. Signed a long-term strategic cooperation agreement. Shunhui provides high-quality ceramic tile products and services, and Jutong Decoration provides high-quality customized design and decoration services, which will further deepen its brand layout in the field of decoration.
Regarding the future development direction of the decoration industry, He Ye, Chairman of Fuzhou Youjia Decoration Engineering Co., Ltd., and Ding Tongwen, President of Oceano Ceramics, had in-depth exchanges and discussions. Ding Tongwen believes that Oceano has been pursuing the concept of original design, technological innovation and high-quality products for many years, and has continuously promoted design creativity and product innovation. By maintaining good cooperative relations with large decoration companies such as Youjia Decoration, it has made it easier for manufacturers to Find customer needs and the direction of ceramic tile material innovation. In the future, with the joint efforts of both parties, a more complete home decoration value chain system will be established.
On August 14, Shengdu Decoration and Oceano Ceramics held a strategic cooperation signing ceremony, marking that Oceano and Shengdu Home Decoration will open up product, service, design and other dimensions. All-round docking and collaboration. It can be seen that the cooperation and integration between decoration companies and ceramic companies has become an unstoppable development trend. As leading ceramic companies continue to cooperate with the home decoration and decoration fields, advantageous resources will be further integrated and concentrated. Leading enterprises will be born on a new track and lead the transformation and upgrading of the industry.
二
Join forces with real estate developers
Building a new strategic partnership
In the ever-changing market environment, the era of working alone is gone forever. Only through strong alliances and professional division of labor can we achieve mutual benefit, win-win results, and common development. Hongyu Group is well aware of this principle. Through the company's own innovation capabilities, superior production strength, and professional service system, it fully combines the strong infrastructure capabilities and global layout resources of major housing development companies to establish new strategic cooperative relationships.. Chen Zhihang, general manager of Hongyu Group’s Strategic Engineering Division, said, “2021 is the final year of the first five-year plan of Hongyu Group’s Strategic Engineering Division, and it is also the foundation year for formulating the second five-year plan. In the new strategy Under this situation, a new pattern and cooperative relationship will inevitably be built.”
On March 16, Hongyu signed a strategic cooperation framework agreement with Poly Changda Engineering Co., Ltd. and Shenzhen Poly Cultural Development Co., Ltd. and reached a consensus. The three parties will focus on commercial real estate projects, cultural tourism industry projects, and construction in the future. Establish strategic cooperative relationships in , municipal and other fields. The reason why Hongyu can jointly organize and build the next step of win-win cooperation model as a material supplier with real estate developers is inseparable from its long-term excellent reputation. It is reported that at the 2021 Xincheng Holdings "Beautiful Travelers" Ecological Conference held on April 23, Hongyu was awarded the honorary title of "Excellent Service Award" by Xincheng Holdings; at the 2021 Zhongliang Real Estate Group Supplier held on May 11 At the conference, Hongyu won the honor of "Beam Material Award-Excellent Materials and Equipment Unit" for its high-quality products and excellent services.
Ceramics companies that have also opened a new chapter of strategic cooperation with real estate developers by virtue of their high-quality products, attentive services and good market reputation include Jiangjun Ceramics Group. In 2021, General and China Aoyuan Group reached an in-depth strategic cooperation. Both parties have given full play to the spirit of "complementary advantages, resource sharing, and win-win cooperation" and achieved synergy and common progress through an all-round and multi-field cooperation model to promote The ceramic industry and the real estate industry are developing simultaneously.
At present, Jiangjun has established long-term, stable and in-depth cooperative relationships with many top 100 real estate companies such as Sunac, Aoyuan, Nimble, Gome, Zhongtai, Guangming, and Xincheng Holdings. The radiation range is wide and the penetration rate is extremely high, allowing more families to use and like General's products. Since these real estate projects are spread across the country, Jiangjun resolutely chooses to work with dealers to make profits based on the large project resources in various cities. While empowering dealer channels, it also improves and cultivates dealers' service capabilities, and provides dealers with a new strategic partnership in a new strategic partnership. Businesses can accurately find the role positioning of "service providers".
三
Participate in engineering strategic procurement
Looking for in-depth strategic partners
In 2021, in addition to joining forces with real estate developers, General has also reached strategic cooperation relationships with project contractors such as China Railway Construction Group. The two parties will not only leverage their own brand influence, superior resources and technological innovation, but also jointly create a market-leading Building Solutions also collaborates with their respective superior resources to explore a wider range, higher level, and deeper resource integration to provide customers with faster, better, and more comprehensive products and services.
Coincidentally, Yingpai Group is also constantly exploring partners for in-depth strategic cooperation in the process of participating in strategic centralized procurement of projects. On April 8, Yingpai signed a strategic cooperation agreement with the Architectural Decoration Branch of the Guangdong Engineering Survey and Design Industry Association in the exhibition hall of Yingpai Ceramics Headquarters. The two parties decided to develop ceramic application research, decoration technology improvement, green new material development, and regional resource sharing. Carry out in-depth cooperation.
Not only that, as the only strategic supplier of ceramic tiles of Xiangshun Holding Group, Eagle Brand signed a strategic cooperation agreement with Xiangshun Holding Group on January 15. This is also the first time that Eagle Brand and Xiangshun Holding Group have signed a strategic cooperation agreement. For the first time in the five years of cooperation between Xiangshun Holdings and Xiangshun Holdings, the two parties have finalized their future cooperation methods in the form of strategic centralized procurement. When signing the contract, the leaders of both parties expressed their hope that in the future, they would continue to explore new models of cooperation, build new platforms and mechanisms for cooperation, and promote closer cooperation between the two parties to jointly achieve a new situation of mutual benefit and win-win results.
In fact, cooperation is a two-way selection process. New building materials with excellent performance currently have great advantages in strategic centralized procurement of projects. On December 10, leaders of China Railway Construction Engineering Group visited Shuncheng Ceramics Group's Best Production Base in Gaoming for inspection and exchanges, and had an in-depth understanding of the production, processing, and services of Shuncheng's slate products, and provided The two parties then entered the stage of substantive cooperation and laid a solid foundation. It can be seen that continuously improving one's own strength is the key to becoming an in-depth strategic partner with partners.
四
Pay tribute to the centenary of the founding of the Party
Help build red public spaces
2021 is not only the first year of the “14th Five-Year Plan”,It is also the 100th anniversary of the founding of the Communist Party of China. During this year, many powerful ceramic enterprises took practical actions to pay tribute to the centenary of the founding of the Party and contributed to the construction of public spaces with red educational significance. Participating in the construction of such national benchmark projects is also a major step for ceramic companies to build domestic brands, and is of great significance to brand promotion.
On June 3, the Memorial Hall of the First National Congress of the Communist Party of China was opened in Shanghai. There are three large ceramic murals in the front hall of the memorial hall: "Sunrise in the East", "Sunrise in the East", "The Backbone of the Nation" and "The Mainstay" are very eye-catching. It is reported that after a comprehensive evaluation of factors such as the construction needs of the exhibition hall, the presentation effect of the works, and the durability of the display, the main creative team of the ceramic murals of the National Memorial Hall of the Communist Party of China finally used architectural ceramic rock slabs that can be circulated for a long time as the mural materials. The EPC project integrating material supply, design and construction of these three large murals is all handled by Green House Construction (a wholly-owned subsidiary of Mona Lisa Group).
The story of "South Lake Red Boat" has been told for hundreds of years. Today's Jiaxing is ushering in "big changes". The city is creating a new IP of an international city and a cultural landmark with unique red culture. ——Jiaxing Nanhu Tiandi rises in this birthplace of revolution. Guanzhu Ceramics, which takes building China's hard power as bricks, not only provides 60,000 square meters of anti-fouling, wear-resistant and easy-to-clean hard-core building ceramic products for Jiaxing Nanhu Tiandi, a strategic new landmark, but also provides systematic supporting services. , such as customized design, instant product delivery, technical guidance, etc., to ensure the successful implementation of the project, which has been highly recognized by the tenderer.
Grace Ceramics, another brand under the New Pearl Group, provided LF-WA915805 and LF-DI1U60036 to the Holy Land Valley Park in Yan'an, the revolutionary holy place of New China, on the occasion of the 100th anniversary of the founding of the Party. , LF-DI1U80031, LF-DI1U80032 and other models of antique bricks. It is reported that the entire Holy Land Valley Park is designed to recreate the old Yan'an courtyard block of the 1930s. The design concept is mainly based on humanities and history. This is in line with Grace's concept of "textured ceramic tiles that inherit classic culture". Therefore, Grace's products are also It has become a major part of the architecture with a strong historical and cultural atmosphere in the Holy Land Valley.
In addition, Louis Modern Tile, a subsidiary of New Pearl Group, also contributes to the cultural landmark building with red culture. It is reported that the Ranzhuang Tunnel Warfare Memorial Hall is located in the Tunnel Warfare Relics Reserve with a total area of 300,000 square meters. It is an important site of the Anti-Japanese War in North China. The design concept of the memorial hall focuses on humanities and history, which is consistent with Louis Moderne's product concept of "antiquated brick model". Therefore, Louis Moderne antique bricks are used in many spaces such as the cultural relics area, authentic area, and commemorative statue area in the exhibition hall. .
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Which one of the above ceramic companies’ layout in big B-end channels are you most optimistic about? Welcome to leave your comments in the comment area!
(Author: Hong Xiaochun)
