Tao Wei shrinking market demand for enterprises to compete effectively?
The people are very understanding of the industry, 70% of the foreign construction ceramics are dependent on imports of Chinese ceramics. And we have to drain the domestic non-renewable resources and cheap labor, but the return of profits is the lowest. Why the low end of our hard work to do production, while others control the sales channels for the high profits that happens is that they mastered the industrial integration channels.
That industry consolidation, ceramics and related media companies have done a lot of professional and industry seminars. Some companies also sell bathroom products, they gradually shift from product focus to the whole bathroom space, the emphasis is not only tile, toilet, bathtub, etc., but with dressing, vases, paintings, etc. to create each individual Some space style. And we are doing industry consolidation brought about by how much profit? Previously mentioned industry consolidation, but the integration of ceramic-related products, such as bathroom and tile, may also have some soft furnishings, but just to give Bath , tile Zuo foil, it is not really into our industry and, we have been saying that the integration of Zhishi ceramic product integration, rather than the consumption cycle industry chain to integrate the. We are familiar with international household brands such as IKEA, ZaraHome and so on. Observant people can easily find the products they sell are in accordance with the product consumption cycle to integrate. The average family household product consumption cycle as an example: ceramic products (including wall and floor tiles, sanitary products, etc.) period of 10 to 15 years; furniture and lighting products for the consumer cycle, 5 to 10 years; paint wallpaper products cycle 3 5 years; cloth products consumption cycle is 2 to 5 years; other decorative products consumption cycle is 0.5 to 2 years; the above data may also shorten the period as the market demands.
China in recent 10 years has been in the real estate industry peak demand for household products, especially in terms of hard ceramic decoration relatively large demand, but as the real estate market matures, market demand will gradually be reduced, then the rest of the industry at home consumption of a product cycle is relatively shorter than the consumption of ceramics, so in the next few years, soft furnishings consumer products industry has gradually become the main home.
So how effective ceramic enterprises of industry consolidation? For the entire household products industry chain integration, the fitting from hard to soft furnishings in more detail the two industries together, to further improve the value-added services. The following general summary of five areas: product integration, service integration, design integration, logistics integration, channel integration. By integrating these five different areas to help business development, integration, complementarity, mutual support and so on, not integrated, then the profits of corporate brand volatility is very large, integrated competitive future is very powerful.
Out from the ceramic market, it is recommended to open up an alternative marketing model dealers, help dealers build the core competitiveness. Dealer at all costs in the past, most of them do not want to do is the most direct price competition, and the price only to the source manufacturer to resources, and manufacturers work hard to improve efficiency and reduce costs is to enhance the competitiveness of their products , competitiveness, reflected in the output to the market is price. How can this vicious chain was spun off in order to reduce operating costs, dealers, help dealers to establish core competencies, factory price advantage, the final effective price down to the terminal to achieve win-win situation.
For a preconceived marketing model, to break the traditional marketing patterns of ceramic sanitary ware market, and tap the potential consumer awareness, to meet the needs of consumers in the downtown area to meet the aspirations of their own consumption, with factory price advantage and core competence (soft with integrated sales by adding to small with a large, and guide potential customers, end-to establish the membership system), run small silent city.
To deduct, to break the existing ceramic shop in a large luxurious store sales model; adopt a multi-store business, a shop for a feature, multi-store multi-display, split up, reduce operating costs dealers;
Store atmosphere and the surface should be to talk about style, with soft furnishings to attract and 'affinity' atmosphere to create the shopping environment, human culture and marketing; reduce the number of distribution model. Support the store decoration, so the terminal window as the enterprise retail, corporate background focused on design; product integration and distribution; to provide customers with more value-added services, and help dealers build the core competitiveness.
Sales channels can be point, line, surface carried out. In a small area in a short time to quickly open the local market.
Ceramic sanitary ware companies are all household industry capacity output in the leading industry, but also the strength and ability to take the most integrated industry chain, only the integrated industry chain enterprises, brands have the ability to have a chance for direct confrontation with foreign retailers.