Jinan, also known as Quancheng, is the capital of Shandong Province, a sub-provincial city, the core city of Jinan Metropolitan Area, and the southern central city of the Bohai Rim region determined by the State Council. Through the merger of Laiwu (January 2019), its division was expanded from 8 districts and 2 counties to 10 districts and 2 counties, the total area was expanded from 8177.21 square kilometers to 10244 square kilometers, and the permanent population was expanded from 7.4604 million to 8.6089 million People, the GDP in 2018 increased to 809.798 billion yuan, finally successfully surpassing Yantai, getting rid of the hat of "third in the millennium" and ranking second in the province.
In 2019, under the overall sluggish environment of the national building ceramics industry, what will be the situation of Jinan's ceramic tile market as the political leader and economic leader in Shandong?
The China Ceramics Network terminal market research team arrived in Jinan on the evening of December 2 and interviewed 8 local ceramic tile dealers, 1 head of a branch of a building ceramics enterprise and 2 designer. From the conversations of the 11 interviewees, although it is still not possible to fully or deeply grasp the characteristics of Jinan's ceramic tile market, it is enough to get a glimpse of the industry and its spiritual outlook.
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Xin Zhongyuan Ceramics Jinan dealer Jiang Zhengbao
Jiang Zhengbao was interviewed by China Ceramics Network< /p>
Jiang Zhengbao believes that the biggest change in the ceramic tile market in 2018 is the sharp decline in the number of natural passenger flows and the obvious shrinkage of retail sales. The essence is that the requirements for ceramic construction companies and their dealers are getting higher and higher. In a situation of limited market and overcapacity, only by innovating and changing and grasping the two lifebloods of talent and technology (which determine products and marketing) can we win survival and development.
Although the market is currently cold, he is still confident about the future and optimistic about the development of Xinzhongyuan Ceramics in Jinan. Next, Jinan Xinzhongyuan will successively invest in and build multiple stores in accordance with higher requirements, accelerate the expansion of its team, and operate through multiple channels, especially focusing on home decoration channels.
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Li Degang, Jinan dealer of European and American ceramic tiles
Li Degang was interviewed by China Ceramics Network< /p>
Li Degang said that 2019 was like a watershed in Jinan's ceramic tile market, with the situation deteriorating significantly. However, most dealers faced the same environment, as did the entire building ceramics industry. These dealers who opened their stores in the Jinniu Building Materials Market are also facing another dilemma, that is, this 27-year-old market with far-reaching influence in Jinan is about to be demolished and rebuilt, which will cause serious consequences to the dealers who are rooted here. Inestimable losses.
Even though the 1,500-square-meter store is about to become a thing of the past with the demolition of the Jinniu Building Materials Market, he is still confident in the future and has invested in building a large store of more than 1,000 square meters in the Yuexing Home Plaza opposite the Jinniu Building Materials Market. He said that this new Qianping store is about to be unveiled. In the future, they will work with manufacturers to adapt to changes, do more detail and provide better services, and seek survival and development through innovation.
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Hongyu Ceramics Jinan dealer Ji Shuhong
Ji Shuhong was interviewed by China Ceramics Network< /p>
Faced with the downturn in the industry and the difficulties faced by the demolition of the Jinniu building materials market, Ji Shuhong is not afraid. She believes that although the market is severe, it is not a bad thing for dealers who build brands and improve their character. In 2019, she boldly disposed of excess inventory, and with her extremely optimistic attitude, strong appeal and operational ability, she led the team to achieve counter-market growth in retail performance and passed the most difficult moment.
Ji Shuhong, who has been in the industry for 19 years and has won the honor of "Top Ten Reputation Dealers in China Ceramics Industry", said that if you work in a profession, you must love it. She is confident and must make Hongyu Ceramics better and better.
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Casaltaliana Jinan dealer Jia Mingting
Jia Mingting was interviewed by China Ceramics Network< /p>
As a dealer of imported Italian brick brands, Jia Mingting believes that only qualified designers can speak for themselves with good works. Purer designs will make ceramic tiles more valuable, that is, in unutilitarian design solutions, ceramic tiles are easier to sell. Provide value. To this end, he suggested that the architectural decoration industry set thresholds and standards for designers to practice, and review the qualifications of designers, so that the design and marketing of the architectural ceramics industry can be promoted.Towards standards,
Regarding the future of the building ceramics industry, he said that only by striving for excellence in products and services and making the profession more professional can we survive the cold winter and usher in spring.
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NOBLE tile Jinan dealer Ding Hongxiang
Ding Hongxiang was interviewed by China Ceramics Network< /p>
Ding Hongxiang believes that as consumers' living standards and home personalized needs continue to improve, the market demand for imported bricks will become larger and larger. The increasing number of imported brick brands will not hinder the development of Nobao Ceramics in Jinan, but will make Jinan’s imported brick market better and better. Only domestic brick brands that compete viciously through price wars will disrupt the market and affect imported bricks. of operations.
Regarding the future, he believes that there will be a major reshuffle in the building ceramics industry, but no matter how the market changes and how fierce the competition among imported brick brands becomes, if you want to have the last laugh, you still have to rely on products in the final analysis.
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Tong Jialiang, head of Nobel Ceramics Jinan Branch
JinanThe Nobel Ceramics team took a group photo with the China Ceramics Network research team
Tong Jialiang believes that the current market situation is not good, but the overall demand for ceramic tiles is still so large. As long as ceramic construction companies and dealers operate carefully, there will be room for survival. In the face of huge changes in the market, dealers will be doomed if they do not change their thinking. When ceramics companies choose dealers, they should choose young people who are more receptive to new ideas and new things.
Speaking of his views on future market competition, he believes that as the channels of big brands gradually sink, the living space of second- and third-tier brands will be greatly squeezed.
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Xiejin Ceramics Jinan dealer Liu Yanan
Liu Yanan was interviewed by China Ceramics Network< /p>
Liu Yanan said that in the peak season, we focus on sales and in the off-season, we focus on marketing. Under this kind of thinking, when everyone tried to reduce the warehouse area and inventory backlog in 2019, she bucked the trend and added more than 4,000 square meters of storage area.
She believes that the worse the market is, the more it is necessary to operate in reverse. "There is no off-season market, only off-season thinking." Only by innovating and seeking change can we find opportunities. Trial and error is better than waiting to die. The competition in the future will be about brains, expertise, and service. The one who can survive will be the boss.
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Zhang Long, Jinan dealer of Lijia Ceramicsfly
Zhang Longfei was interviewed by China Ceramics Network< /p>
In recent years, the older generation of ceramic builders have retired one after another, and the succession of the "second generation" has become a long-lasting topic in the ceramics industry. As one of the few successors of the "second generation bricks" in the Jinniu building materials market in Jinan, Zhang Longfei is a post-85s generation with a distinctive personality. He can be said to be both Buddhist and adventurous. He feels that it is very difficult for the "second generation" to take over. If they do well, it is natural and it is the credit of the seniors. If they do not well, they will be laughed at and have to take responsibility.
Talking about the current situation of Jinan's ceramic tile market, he believes that it is relatively good in Shandong as a whole, because consumers here are slow to accept it, which makes the market change slowly, and the adverse impact is smaller than that in developed coastal areas.
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Wang Yushi, Asia Tile Jinan Distributor
Wang Yushi was interviewed by China Ceramics Network< /p>
Since 2018, the building ceramics industry has entered a downturn, and the ceramic tile market has been cold. Wang Yushi believes that this kind of market situation will become the norm, and everyone must be mentally prepared. But as long as everyone bites the bullet, innovates and seeks changes, and survives this difficult period, spring will definitely come.
He also has his own views on the hard-decorated housing policy: The state's promotion of hard-decorated housing has played a role in regulating the decoration market. In the future, the state will not implement a one-size-fits-all policy on finely decorated housing. It will treat newly built residences differently according to consumer demand and will not require all finely decorated housing to be fully furnished.
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Donghe Yipin Design Director Zhou Chuanlong
Zhou Chuanlong was interviewed by China Ceramics Network< /p>
Zhou Chuanlong believes that designers need to understand marketing, and design itself is inseparable from marketing. Of course, the premise is that you have to pass the professional level, and the wine is fragrant and the alley is too deep, but if the wine is not fragrant, it will be useless no matter how shallow the alley is. The design industry, like other industries, will also go through a process of gradually moving from immaturity to maturity, and with the implementation of the finely decorated housing policy, the designer group will be reshuffled.
He is very optimistic about large slabs (rock slabs), which have a particularly strong development momentum in the building ceramics industry, because they are crisper, purer and neater than stone, and are more in line with consumer demand in many aspects; however, they cannot replace them. Stone, both have value.
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Zhang Jian, Design Director of Furnace Design
Zhang Jian was interviewed by China Ceramics Network
Zhang Jian believes that the essence of design is to bring value to customers. Design must not only be beautiful, but also be right. At present, the aesthetic ability of Chinese consumersIt needs to be improved urgently and aesthetic education needs to be popularized.
He also put forward unique insights into product research and development in the building ceramics industry: In addition to imitation stone, ceramic tiles can also add more artificial factors, such as regional culture. In this way, the texture, color and connotation of the ceramic tiles can be enriched and homogeneity can be avoided.
Through two consecutive days of interviews, in addition to the interviewees’ remarks, the research team also discovered some phenomena worth mentioning. For example:
Large boards have entered low-price mode at the terminal
It is reported that in the Jinan ceramic tile market, the price of 750×1500mm large plates is as low as about 100 yuan per piece, and the price of 900×1800mm large plates is as low as about 200 yuan per piece. Most of them are not produced in Guangdong, but there are also a few. It is produced by a Guangdong brand.
While the upstream manufacturers are still dreaming of high profits for large panels, and the problems existing in the transportation, handling, cutting, paving and other sales and service links of large panels have not yet been completely resolved, vicious competition has already begun at the terminals. price war. Although price war is the only way for Chinese enterprises to mature, it is just like a duck in water for small brands that use low prices as their competitive strategy and can easily turn around. For large brands with strong comprehensive strength and great market appeal, It won't affect the critical point, but for intermediate brands that cannot lower their costs and prices and cannot raise their brand height, they will be doomed. Is it still possible to play with the big brands? Is the promotion of big brands a wedding dress for big brands and small brands?
Some manufacturers’ assistance to dealers has become useless
I learned from some dealers that in the current severe market environment with fierce competition, some manufacturers are still building cars behind closed doors. They have unclear positioning and strategies for future development, but are unwilling to go deep into the terminal to understand the market situation and distribution. The needs of dealers, or turning a blind eye to the actual needs of dealers, only asking dealers to do this or that based on their own needs, and euphemistically calling it "help" or "empowerment." "Assistance" and "empowerment" that are divorced from reality and dealer needs, noteIt will definitely be regarded as useless by the dealer.
Dealers provide paving services to consumers
There is a phenomenon in Qingdao, Yantai, Shandong and especially Jinan, that is, almost all dealers have established a close cooperative relationship with the ceramic tile paving construction team. Most of them are also equipped with ceramic tile paving construction supervision positions, and some even simply set up own construction team. Providing paving services to consumers has become an indispensable booster for selling bricks. It can be seen from this that there is a lot to be done in ceramic tile sales and after-sales service.
Of course, the phenomenon worth mentioning is far more than what is written above, and the views expressed by the interviewees and the highlights of their business are also not as simple as what is written above. Due to time constraints, I will only say so much for the time being. For more views to be presented and more phenomena to be interpreted, please continue to pay attention to the relevant reports of China Ceramics Network's "Channel Fission·Market First" terminal event [Shandong Station]!
