stone coated metal
roofing tile related news
2012 production of 8.993 billion square
meters of ceramic tiles , in the face of such a large production , how to sell
the bricks will be most concerned about business topics. However, the reality
is that market sales of ceramic products for the long-term lack of complete
authoritative data, which is not conducive to adjustment Raiders ceramic
enterprise development and marketing philosophy . stone coated metal
roofing tile
For this reason, in this issue , " Tao
City Forum" Dr. Yin special fourth lecture , Dr. Yin will "Marketing
and stores," this topic, in-depth analysis of China's ceramic industry in
recent years, sales through mainstream itemize marketing system and practices,
revealing a new trend in the future pottery industry marketing. stone
coated metal roofing tile
I. Overview of China's ceramic tile sales
( Unit : one hundred million square meters
)
Domestic market sales of ceramic products ,
like many other industries, the long-term lack of complete data, the share of
mention of the year, sales value , that is, sales of the year, the annual sales
rate products are lack of complete statistics or relatively authoritative data
. According to the China Building Sanitary Ceramics Association, in 2012 more
than 1,400 nationwide scale building ceramics enterprises realized profits of
37 billion yuan , an increase of 8.6% , higher than in 2011 fell 25%. 2006-2011
ceramic tile sales rate shown in the table .
The table is China 's domestic consumption
of ceramic tiles , total output is .
We can not know these specific ceramic tile
sales data sources and statistical methods vary for variety , great price span
of ceramic tiles off the value of specific data makes it harder to get .
2012 of 8.993 billion square meters of
ceramic tile production , exports 1.086 billion square meters , the export
ratio of 12.08% . You can see from the data in Table 1 , in recent years,
China's building ceramics sales rate has remained high . But the situation
changes in the second half of 2012 , so Shandong, Sichuan, Hubei, Jiangxi and
other ceramic tile producing a larger area to stop the kiln , relatively
speaking, the impact on the smallest areas of Foshan , Foshan ceramic
enterprises obviously brand channel , the terminal is not unrelated aspects of
slightly better than other areas.
In 2012 there has been a nationwide ceramic
tile production 11 provinces and cities of negative growth in eight provinces
and regions nationwide yield negative growth in the first half of 2013 ; 2012
national production rose 3.35 percent , an increase of 5.8% in the first half
of 2013 . All these show that the current situation is better than last year 's
overall sales .
Two main marketing system with all kinds of
marketing tactics
stone coated metal
roofing tile The main marketing system
Domestic marketing system of ceramic tile
products mainly include: regional agency , branch system, building materials
supermarkets and e-commerce (B2C).
Regional agency known as regional
distributors agency, is currently the most important marketing ceramic tile
mode, which manufacturers and distributors terminal building , brand promotion
, sales, marketing various modes marketing system development speed the
quickest and most economical mode. With the development of new rural
construction , sales channel sink current regional dealer mode dealer
constantly sinking , while regional distributors in the region continued to
narrow the scope , which is the regional distributor system manufacturers say
keep "flat " in order to maintain an appropriate balance between
manufacturers . The current system of regional dealers agents occupy about 60 %
of the sales market.
Branch system mainly refers to the entire
marketing channels , terminals and systems are the responsibility of the head
office is primarily responsible for the construction or operation , the use of
this marketing model ceramic enterprises are mainly eastern China have
Taiwan-funded , high-end foreign background ceramic enterprises , most of which
notably Nobel tiles. Using this system, there are some rely on direct sales
outside the wall and to the direct manufacturing of ceramic enterprises mainly
low-end products. Estimate the proportion of branch -based marketing sales of
ceramic tiles in less than 20 %.
Western developed countries, building
materials supermarket sales of building and sanitary ceramics mainstream model
. In the late 1990s began to enter the Chinese building materials supermarkets
, ten years of development is not smooth , headquartered in Germany during the
OBI ( worldwide has more than 400 stores ) to exit the Chinese market .
UK-based B & Q (B & Q) is the first to enter China's building materials
supermarket , also in China 's largest building materials supermarket chains ,
falling from time to time , are they closed stores. Domestic local building
materials supermarkets also slow development , many local building materials
supermarkets close of business. September 14, 2012 , the world -renowned
building materials supermarket chain Home Depot (Home Depot) officially
announced the closure of all of its seven major home building materials retail
stores in China. Estimated that building materials supermarket sales in China
building and sanitary ceramics market share of about 10%.
E-commerce (B2C) sales of ceramic tiles in
our system can be said to be ten years, " thousands of calls Wan call out
," until now, only a small share of the reason could be the next online
and coordination problems, conflicts occur manufacturers and distributors in
the regional agency brand, price, benefits, services and so on. But in recent
years, with ceramic tile manufacturing technologies mature and transparent ,
many ceramic enterprises are expanding B2C marketing model. 2012 Foshan also
proposed the concept of "ceramic cloud" , ceramic products mainly to
expand e-commerce . Oceano Ceramics recently proposed a new form of sales C2B,
the so-called "tailored ." Some export -dominated ceramic enterprises
, but also to promote e-commerce ; Some ceramic enterprises are dedicated to
open new B2C brands, e-commerce is expected in the next few years there will be
a new development.
stone coated metal
roofing tile All kinds of marketing practices
Luxury big shop: also known as the
"big hall strategy" for the ceramic industry , the implementation of
the "big hall strategic " one can show the strength of enterprises ,
establish a brand image ; two can create a " experiential marketing "
environment. Ceramics industry, " experiential marketing " is simply
the fashion design and ceramics home culture Products linked , according to the
different levels of consumption , the living room , dining room , bedroom and
kitchen , bathroom made of the same board room . Dealers and consumers see
more than just a simple product , but the overall spatial effect . The
industry's most well-known is the supreme shop Marco Polo ceramic terminal,
there are a lot of shows over 5000 square meters . Indeed, a large luxury stores
increased investment , increased costs, but also increases the risk .
Multi-brand strategy : the use of
multi-brand strategy company has two purposes , one is to use different brands
to differentiate themselves in different grades of products, so using
appropriate marketing Raiders ; One is to gather more dealers . In the ceramic
industry seems to be more applicable to the latter . This multi -brand strategy
has been commonly used in many large-scale ceramic enterprises , such as a new
source of ceramic , the new Pearl ceramics. But at the same time , non-
differentiated multi-brand strategy also brings some drawbacks, its different
brands in the same market share and open competition results .
Strategic Alliance: large direct downstream
, upstream and downstream enterprises combination, the Group has grown and
become a consumer market of ceramic tiles focus on project sales , alliances
with real estate developers in particular . Vanke , Evergrande , R & F ,
Country Garden and other real estate giants are basically establish strategic
alliances with a number of ceramic enterprises .
Overall home : " whole home "
full forward, there are ceramic tile business a few years ago made the whole
space solution , now set design , accessories, and one of the whole kitchen and
the whole concept of space has entered the consumer from the model room .
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