First-Line Fax·Issue 6
In the past two years, with the continuous upgrading and evolution of the pan-home furnishing industry, home decoration companies, building materials and home furnishing companies, home furnishing stores, and home appliance companies have rushed into the decoration track. The decoration has also developed from the initial package of many packages and low prices to The current experience is good and the one-stop all-inclusive high-end positioning. Since 2021, customized home furnishing companies represented by Oppein and Sofia have followed the decoration trend and set off a "whole home" craze. Relevant data shows that my country's complete assembly market demand will reach 1.25 trillion yuan in 2020. Some people believe that the present and the next 10 years will be a dividend era for refitting.
▲Dongpeng decoration whole house case
The topic returns to the ceramic construction industry. Since the thunderstorm in Evergrande last year, many ceramic construction companies have begun to re-examine the risks and benefits of engineering channels, and are more cautious than before in developing engineering projects. At the same time, since the second half of last year, energy and raw material prices have continued to soar, labor costs have gradually increased, and market competition pressure has remained high. In order to maintain growth, many ceramic companies have turned their attention to the increasingly prosperous assembly track. He Xinming, chairman and president of Dongpeng Holdings, believes that for material companies, the opportunity for complete assembly has come, and the opportunity lies in overall delivery.
Terminal Services Upgrade
The industry has set off a boom in finished product delivery
In the construction ceramics industry, the rise of the overall delivery/finished product delivery trend stems from the rising popularity of domestic rock slabs. As the domestic slate consumer market gradually matures, a series of long and complicated construction service processes such as transportation, handling, paving, and processing of large-size slates have made many slate brands and dealers miserable. The finished product delivery system came into being.
Under the trend of "large size" products, in addition to rock slabs, ceramic tiles also face the problem of difficulty in landing. As semi-finished products, ceramic tiles have a relatively long service chain. Due to the lack of relevant national or industry standards, paving construction problems frequently occur and have become a long-standing problem among consumers. In addition, in recent years, due to the decline in store traffic, the fragmentation of consumption channels, and the rise of fine decoration and complete decoration, the market competition among ceramic tile stores has become increasingly fierce. In order to gain a foothold in the market and enhance differentiated competitive advantages, many ceramic tile dealers, especially large merchants, have gradually paid attention to after-sales services such as ceramic tile transportation and construction. The emergence of slate products has further escalated competition in terminal services. In this context, "finished product delivery" has increasingly become a future trend in the ceramics industry.
In fact, as competition in the ceramic tile market becomes increasingly fierce, terminal finished product delivery services, mainly ceramic tile paving, have long become an important means for dealers to create differentiated competitiveness and brand reputation. . From 2019 to the present, the terminal investigation team of China Ceramics Network's "Tao Xing China" has visited Jinan, Chongqing and other ceramic tile markets. Many local dealers, especially those who want to sell large slabs/rock slabs, attach great importance to paving services. . Dealers may form their own paving construction teams, or cooperate with familiar masons and bricklayers on a long-term basis to serve store customers and boost sales.
However, the implementation of finished product delivery at terminals is only the behavior of individual regions and dealers, and service standards and market trends have not been formed over the years. The emergence of rock slabs has focused the attention of upstream manufacturers in the ceramics industry on on-site services, and has also promoted the industry trend of finished product delivery. Since 2021, many brands in the building ceramics industry have upgraded their services and launched finished product delivery systems, such as Marco Polo, Dongpeng, Oceano, Jianyi, Xinmingzhu, Nobel, Eagle Brand, Shunhui, etc.
At present, there are no relevant national or industry standards for ceramic tile paving, which has also led to frequent problems in terminal paving construction. The first thing that ceramic tile brands need to solve when launching finished product delivery is the construction process and standards. For example, "Mingzhu Kezhu", the precision delivery system of New Pearl Slabs, has developed a one-stop standardized process. The construction is based on 9 major services, 8 major empowerments, and 6 major guarantees. It selects auxiliary materials and supports advanced construction technologies. and digital intelligent marketing tools to fully ensure rock slab delivery services.
After the construction standards are in place, promoting the implementation of terminals and helping dealers to build overall services are the keys to truly realizing the delivery of finished products. At present, brands such as Dongpeng, Oceano, and New Pearl that have launched finished product delivery are working intensively on Activities such as craftsman training and professional certification are carried out across the country to help dealers build first-class construction teams and control and ensure the spatial presentation of products.
Delivery of finished ceramic tile brands
Decoration companies are not worried
In line with the trend of decoration, the delivery of finished ceramic tile paving in the building ceramics industry is in full swing. However, paving construction was originally the "job" of decoration companies, and now it has become a ceramic tile dealer. "Do", this also makes many dealers worry.
When the "Taoxing China" terminal investigation team visited the Chongqing ceramic tile market, several local dealers said that in fact, they had long wanted to form their own construction team to help ceramic tiles Slab/rock slabs for sale. However, the ceramic tile market in Chongqing is in a special situation and the home decoration channel is too strong. If ceramic tile dealers implement package laying services, it is equivalent to grabbing the jobs of basic decoration companies and complete decoration companies. Once this is done, it will inevitably affect dealers and basic decoration companies. Cooperation with installation companies and complete assembly companies.
▲A real-life case of Jianyi dense seams and joints
In this regard, reporters from China Ceramics Network visited a number of decoration companies on the topic of "how decoration companies view the delivery of finished ceramic tile brands", but the answers they got were surprising. Overall, they are very confident in their construction capabilities and do not believe that the delivery of finished ceramic tile brands will threaten their market share.
Xu Wenhui, chief engineer of Foshan Mennuo Decoration Engineering Co., Ltd., said that the delivery of finished products is an inevitable development process to meet market demand.process, and this will not pose a threat to the decoration company. Companies with real strength have very strong implementation capabilities. No matter which port is being decorated, it needs to be grounded. It's just that the decoration company did everything before, but now it only needs to do a good job of landing each material port. In this way, labor costs are lower and quality is better. This is "integration". If everyone clearly distributes interests and responsibilities, it is a perfect business model.
In fact, one of the biggest obstacles to the delivery of finished products in the building ceramics industry is that many ceramic tile dealers simply "don't want to do it." The flow of employees in the building ceramics industry has not changed much. Many dealers are basically old dealers who have been in the ceramic tile business for more than ten years. They are used to doing only "selling ceramic tiles", but suddenly they have sold out the ceramic tiles. There is still paving and construction to do, and many people will be resistant, making it difficult to deliver finished products to the end market. In addition, the lack of professional construction craftsmen at the terminal is also a major difficulty. This is why ceramic tile brands that deliver finished products need to train master craftsmen.
Can the finished product delivery of ceramic tile brands be implemented?
Zhang Aibin, founder of Fengpin Design, believes that the delivery of finished ceramic tiles is indeed a blank market, and whether the brand can succeed depends on the original intention of the boss. Why the boss does it is very important. If his original intention is to solve construction problems for consumers or the industry, then he will definitely be able to do it well; if he is just greedy for this "cake", then he will soon be replaced by this eliminated by the market.
