Where is the trend of ceramic plate?
Spring River warm duck prophet. Manufacturers who are determined to enter this market segment have long smelled that thin plates will be the next blue ocean in the environment of energy conservation, emission reduction and overall overcapacity.
Through the visits of the two sessions, we can see the new pearl, new Zhongyuan, Shuncheng, etc. these traditional ceramic tile giants cut in with strength, which fulfilled the judgment of "no big board, no big brand". With more players, this circle is more and more lively. It's just that the practices of different manufacturers reflect their different perceptions of this new category to some extent. For example, some make full use of the existing sales network, take advantage of the sales momentum, increase marketing efforts, and attack comprehensively at home and abroad; some have determined to increase production capacity to meet the spring of new categories; of course, some focus on professional and technical marketing, establish specialty stores, and establish full-time marketing teams.
Collectively referred to as "big board", or list the thin plates below 6mm in order to be treated as a strategic category, or stay at the tactical level temporarily and sell together with other varieties through similar channels and methods, which is the strategic path adopted by different manufacturers. At present, when the proportion is very small, or there is no clue, but with the expansion of the market scale, the inevitable increase of competitors, which is a step worth taking for a long time.
Thin plate may have subversive genes, but at the same time, it has strong substitution effect on other categories. Category market form, for the current ceramic tiles, is not a progressive change, but a leap forward change. Compared with other categories, the entry threshold is higher, the sales difficulty is higher, and the technical content is higher. And do existing distributors and salespeople think it's hard to sell such products, or are they interested in their high possible profit margin? The best choice for them is to sell the products they have. What is the underlying password? It needs people in the industry to refine and explore it in practice. From the strategic point of view of the enterprise, is it related to the establishment of a profit center, with a separate brand, channel, team, or relying on the existing structure, at best, it is just a cost center?
In theory, thin plates are widely used. At present, it is mainly used for exterior wall, replacing stone, etc. The original technical threshold of external wall installation is relatively high. Has there been a consensus in this field that the standard cannot be relaxed, but should be aligned with the international standard? If it is the logical deduction of exterior wall tiles and interior wall and floor tiles, the path that some industries have gone through before is to reduce the cost by reducing the quality standard, so as to easily expand the popularity rate and work fast. Involving external walls, high-rise buildings, safety first. If we were backward in technology 20-30 years ago, focusing on the development of production and the increase of quantity, and if there was a compromise in quality standards, it is understandable. Today, it is also worth alerting whether we still rely on the previous path.
If we are to open up a niche market for decorative purposes -- art, furniture, and innovative applications, "differentiated products + professional services" may have a greater success than large-scale production.
Now, the heat is just the initial stage from the typical segment market or even the niche market to the mass market. If we want to be bigger, we need to create demand, cultivate market and educate customers in a multi-level, sustainable and multi-dimensional way; we need strategic concentration and accuracy to lay a solid foundation. Refer to the path of some ceramic tile categories: the first mover bears the pain of the first mover, has the first mover advantage on the day of success, and gains both fame and wealth; in order to expand the market share, the manufacturers who have joined in succession quickly over compete after the threshold is lowered, forcibly shorten the product life cycle, and make it quickly go through the growth and maturity, enter the Red Sea recession period, and the product life cycle is too short , making the return on investment low to unsustainable.
In fact, most manufacturers still have a lot of good cards to play. We need big boards instead of "cutting wood under the bed - hitting boards".
