文/猫兰
In 2020, rock slabs exploded and became the most popular product in related industries such as ceramics and home customization. As many ceramic companies have put on the production line, from large specifications to small specifications, from regular functions such as decoration to health functions...Stone slabs have become an important manifestation of the strength of ceramic brands. However, can ceramic brands really have a substantial improvement in sales performance if they have stone slabs? How should dealers sell rock slabs at the terminal?
Revolving around the above issues, the author conducted a "research" on the points that terminal ceramic tile channel vendors are more concerned about slate.
Can sell but lose money
The worries of traditional dealers and brands
“Stone slab prices are becoming more and more transparent, its processing and construction are a big problem, and a series of services and risk costs are very high. I haven’t made any money making slates for months, but now I am afraid that customers will buy slates. Making ceramics is becoming more and more tiring, which makes people feel insecure.”
—— Zheng Meiying, Hangzhou Porto Tiles (and other personalized tile brands such as proxy wood grain tiles)
It seems that there is indeed a certain market for rock slabs at present. However, the product price transparency, a series of services such as processing and transportation, and risk costs are superimposed, which will make it difficult for dealers to do the unprofitable work or not. What? And it’s not just the dealers who are worried? A few days ago, the sales general manager of a certain brand said with a melancholy look: "Our group has begun to 'distribute' slate products to each of its brands, but I still can't figure out how to do it in the slate market, and < span style="color:#2980b9">Judging from the strength of the original dealer, it cannot be sold What do you think we should do?
(network picture, intrusion and deletion)
It is reported that the brand's sales (including engineering) in the past two to three months are about 5 to 6 million yuan/month, and local dealers lack strength. of. So, can dealers rely on the brand? However, the current terminal situation - even top ceramic brands have joined the price war, resulting in more price competition than brand competition in the market competition. Non-top brands are struggling to provide more support to dealers. Terminal channel dealers reported that the dealers of this brand in Jiangsu Province are their best dealers, but this year they devoted half of the store area to products of other brands with relatively lower prices. (cool heart)
The company's core executives all have a far-sighted vision, but the brand operators are too late to protect the original traditional channels. Now they have to consider how to expand new sales channels or force traditional channel dealers to sell slates. How to resolve the contradiction? ? When products are homogeneous, product price is the point that end consumers pay more attention to when purchasing, and it is also the key point for traditional dealers to succeed in business.
Can be customized
This is an issue that both brands and channel operators should consider
“The price of imported rock slabs this year has dropped by half compared to last year. The price is too chaotic now, but the key is to solve the problem of processing and customization of rock slabs, so that no one can have it but I have it.”
—— Jinhua ICC Tiles Zhao Zhihong (also agent other imported tiles and domestic rock board brands)
“The slate trend blowing in the country is bound to have an impact on the traditional ceramic tile market, but currently the terminal has problems in the delivery of finished products such as slate processing and flooring.In terms of weaknesses, in the face of price confusion and other current situations, whoever solves the problem of finished product delivery and establishes brand value first will occupy the market. ”
—— Wang Zheng, assistant to the chairman of Hangzhou Jianyi Daji Tiles
“Stone slabs are increasingly used as decorative panels in bathroom cabinets. If the slate manufacturers themselves do not have the energy to solve the processing problems, they will need third-party companies or dealers to help them solve the processing problems. This is a core problem. ."
—— Xu Gonghe, general manager of Hangzhou Siwei Sanitary Ware
The above situations reported by terminal channel providers remind the author of the layout of Mona Lisa Group in recent years: Mona Lisa Green House Construction Co., Ltd. was established ten years ago, with ceramic sheet materials as the core, and developed suitable Technical systems such as the integration of building curtain walls, indoor wall and floor decoration, exterior wall insulation and decoration, and interior wall hanging in large public spaces provide overall solutions for decoration construction; in 2018, we cooperated with Shi Gongfu, a pan-stone processing supply chain company, to create a super stone generation Slate; in 2019, we will continue to cooperate with major home brands such as Oppein, Piano Cabinets, Hanli Home Furnishing, and Weiyi Customization...
(Green House Construction's model participating in professional exhibitions)
Even though Mona Lisa Group has many years of experience in specialized research in the field of sheet metal, it still needs to continuously leverage its efforts to improve the technology of sheet metal processing and application, and deliver finished products to meet the needs of consumers in the era of customization. What we can see from this is not only the importance of rock slabs in processing channels, but also the role of rock slabs in accelerating the path of customization for ceramic brands.
As Xu Gonghe mentioned, if rock slab manufacturers cooperate with third-party companies or dealers to solve processing problems, that is, to achieve customization, will it be possible to further solve the problem of traditional dealers selling rock slabs, thus speeding up the process of traditional dealers selling rock slabs? What about transformation?
Thoughts triggered by the middle board
In 2020, in addition to rock slabs, medium slabs are also popular in the ceramic industry. It is reported that several ceramic brands such as Xin Runcheng Ceramics and Hengfu Ceramics have recently launched medium-sized plates.
(Hengfu Ceramics launches new mid-board products)
In view of the fact that various brands in the industry are mainly promoting mid-plate this year, nearly 20 mid-plate (400×800㎜) products will be launched from August to September. A marketing manager of a brand analyzed that: mid-plate is to replace porcelain. It appears because large-size ceramic tiles will definitely be widely used in future home spaces. Currently, the largest sales volume in the terminal market is still 800×800㎜ ceramic tiles. However, if consumers buy them for use in kitchen and bathroom spaces, they will still have to spend money. There is a processing fee of 5 yuan/piece for cutting, and the price of 400×800㎜ ceramic tiles (ex-factory price is about 7 yuan/piece) is higher than that of 800×800㎜ (end market sales price is generally around 45 yuan/piece). Lower and no further processing required. No matterwhether the dealer or the consumer pays for the processing cost, both parties can save at least 15 yuan/piece. In contrast, they will be more willing to accept 400×800㎜ ceramic tiles.
It can be seen from the popularity of medium-sized boards that in addition to the improvement of product technical content, convenience and profitability are the core competitiveness of new products in the ceramic industry. As for the cross-border king - slate, "traditional ceramic brands need to consider the issue of new product sales for them from all aspects for the original traditional channel dealers. Any link involved is completely different from the traditional channels in the past." . ThereforeIf manufacturers consider and calculate clearly the cost control aspects of rock slab sampling and sales, low-price competition, processing, transportation, and risks for traditional channels, Then there is no such thing as losing money.”
I hope this article can bring enlightenment to everyone, and I also hope that all ceramic brands can truly consider the essential issues and empower the transformation of traditional dealers under the slate trend.
At the same time, please pay attention to the "Porcelain Heart Kind Thoughts and Love for Children - 'Top Ten Ceramic Brands' Charity Aiding Education and Charity Tour" which will be held the day after tomorrow (August 12)Public welfare activities, calling for our ceramic brands to actively fulfill their social responsibilities!
Author: Maoran
