At present, under the influence of multiple factors such as national policies and consumer demand, the ceramic industry is facing a new transformation. For enterprises, it is also facing a decline in overall market demand, Channel changes and other issues,How should the construction and ceramics industry develop in the future? How can production areas use their own advantages to transform and upgrade? How should the company position itself? On August 27, at the "2019 Ceramic Industry Elites Sharing Exchange (Fujian Station)" event jointly organized by the China Building and Sanitary Ceramics Association and Foshan China Ceramics City Group, Gong Wei, Secretary-General of the China Building and Sanitary Ceramics Association, spoke about the current situation The pain points faced by everyone and how to deal with them were shared.
(The following is compiled based on the content shared by Secretary-General Gong on the spot)
▲Gong Wei, Secretary General of China Building and Sanitary Ceramics Association
Young Entrepreneurs Association came into being
Secretary-General Gong said in his sharing that China's ceramic tile and sanitary industry has been in the process of transformation in recent years. Professional managers (or second-generation entrepreneurs) and young Entrepreneurs have gradually grown up after experiencing the entire market in the past 3-4 years. In less than 3-4 years, young entrepreneurs should become the backbone of the ceramics industry.
In order to cater to thisFollowing this trend, the China Building and Sanitary Ceramics Association and Foshan China Ceramics City Group have integrated their respective advantageous resources to focus on creating a "Young Entrepreneurs Association" platform. At the beginning, the Young Entrepreneurs Association platform was formed in a production area, organizing outstanding young entrepreneurs in the production area, like today's Fujian Sixianghui, to hold ideological exchange activities based on the pain points faced by everyone.
At the same time, we will do some activities related to product innovation, marketing innovation, channel internationalization, etc. At the same time, we will use the domestic and foreign resources of the association platform to To enhance personal value for everyone. In addition, we will also interact across regions, including with Guangdong, Jiangxi and other production areas,to form regional exchanges and provide value enhancement and resource connections for enterprises.
So how should we deal with the various difficulties faced by the industry today? The following are four suggestions from Secretary-General Gong:
01Insist on innovation and make products in-depth and thorough
Nowadays, despite the market downturn, there are still many companies that have maintained good performance. One type is companies with brands, and the other type is companies that insist on continuous innovation. So we have to think about where is our position? What are the strengths of my business? It cannot be said that you should just follow the trend of what the market wants now, and make whatever products are popular in the market. You must clearly know where your business's advantages lie, and you must stick to them.
However, innovation does not mean simply abandoning the experience accumulated in the past or abandoning the achievements that have been made in a certain field.Instead, we should pursue what the market is doing now and continue to deepen and deepen based on the existing foundation. There is a very popular word on the Internet recently, called "the ultimate single product". "The ultimate single product" means that in a certain field, we have to do it deeply and thoroughly, whether you are making OEM tiles or need OEM bricks.
02 Clearly identify market changes and make timely adjustments
While market demand is shrinking rapidly, channels are also undergoing profound changes. Country Garden and other top-ranked real estate companies are already building sanitary ware factories and assembly plants. Our former customers are already building their own factories to engage in production. In other words, in the past, when the market was good, we still had the ability to command a premium, but now real estate Due to changes such as the reshuffle, we have lost the ability to negotiate prices.
03 Insist on channel innovation being greater than product innovation
Prefabricated buildings have always been just a concept for us, but now they have a great impact on us. At the Shanghai Green Expo that was just held, we saw a nearly 120-square-meter container-style building, including the internal configuration and the overall space, which was completed at a total cost of 250,000 yuan. It can not only be moved in directly but also moveable. This kind of building is in great demand for people who want to have independent living spaces, so this product has also had a great impact on the traditional ceramic industry.
In the past, we were just selling products, but now the products are becoming materialized, which means that in the past, we still had the opportunity to introduce the attributes of our products to end consumers. Performance and price. But we have no chance at the current terminal, because now the products have directly faced real estate developers, decoration companies, and home improvement companies.
04Use the advantages of different production areas to create a shared economic atmosphere
No matter it is a ceramic company in Fujian, Jiangxi or even Guangdong production areas, no matter what we do now, we can no longer create companies like Marco Polo, Dongpeng, and Mona Lisa, because The era of being driven by market demand has passed. Of course, its success is also due to its ability to shape the brand over the years. Therefore, when the brand era arrives and market demand decreases, they are still the group with the greatest interests.
How to develop in the future is worth thinking about for all of us. At present, the next development of various production areas such as enterprises in Guangdong, Fujian, and Jiangxi requires not only communication within our various production areas, but also connections and exchanges between various production areas.
No matter how the current industry situation changes and what difficulties companies face to survive, I hope everyone can have enough confidence to join hands with associations, platforms and ceramic companies in various production areas to make use of various We will use our superior resources to jointly promote the development of China's building ceramics industry.
