The building ceramics industry is undergoing an unprecedented "material revolution". This revolution is driven by rock slab production, processing, implementation, marketing, etc., with scene experience and service experience as the key. It requires the entire industry to Downstream will work together to create new potential for opening up.
2021 China Rock Slab Summit was successfully held
Witness the launch of "Yanban Yellow Pages"
On April 20, the "Cross-regional Slate Determining the Future" 2021 China Slate Summit, hosted by China Ceramics Headquarters, China Slate New Material Exhibition and Procurement Base, and Ceramic Industry News Digest, was successfully held at China Ceramics Headquarters. The summit innovatively adopts the "2+5" format, with 2 forums and 5 major speeches. Professional sharing spans the whole day, and the "rock" value is incredible.
In the morning, two theme forums kicked off the 2021 China Slate Summit; in the afternoon, the 2021 China Slate Summit offline main event was held at the China Ceramics Headquarters | China Slate·New Material Exhibition and Procurement Base on the third floor of the multi-functional held in the conference hall. The "Slate Yellow Pages" was released at the conference site.
△ "Stone Slab Yellow Pages" is published by the Foshan Ceramics Industry Association in conjunction with the Ceramic Industry News Summary. The Yellow Pages collects and compiles a large amount of information on upstream and downstream slate slab enterprises, aiming to create a comprehensive and authoritative mainstream information database for the industry.
The holding of the 2021 China Slate Summit is to provide a different driving force for the industry and empower industrial channels, resource integration, brand marketing, application promotion, design implementation and other aspects. Help the accelerated development of rock slabs and lead a new pattern of industrial construction.
Stone slab branding is the general trend
Owen Lai wants to make "high-quality rock slabs"
As manufacturers in the industry invest heavily in rock slab production capacity, the price war for rock slabs has intensified. The homogeneity of industry products has become the norm, and the game among rock slab manufacturers has entered a deep-water zone. With the continuous investment and construction of slate production capacity, the market is already in a bloody state.
Owen Lai, as one of the co-organizers of the 2021 China Rock Slab Summit, also output the brand’s views and development direction on the development of rock slabs at this summit.
△ The online summit forum with the theme of "The Road to Slate Marketing - Exploration, Positioning, and Momentum" was hosted by Bai Shenrong, founder of Slate SHOW. Deng Shaoqing, general manager of Ouwen Lai Slate Marketing Center, and other guests were aroundOwn brands share different experiences.
In response to the question "Sandstone has tried multiple channels such as cross-border, wholesale, platform, OEM, and dealers. What changes will these channels have in 2021? How will they be focused or differentiated?" Deng Shaoqing said: "The genes of an enterprise determine the slate channels, and they should be good at what they do." But no matter how you choose, you have to pass your own level.
△ Deng Shaoqing, General Manager of Ouwenlai Slate Marketing Center
At present, there are two obvious differentiations in the sales channels of rock slabs: "slab-oriented" and "home-oriented". In this regard, Deng Shaoqing believes that the sales concept needs to be changed and studied from the perspective of consumers.
"People who work in different channels need to understand the needs of customers in the corresponding channel. What are the pain points? What do they need? Often manufacturing companies have an inertia that is, what do I do, what do you sell? Now many ceramic companies are like this: 'I use various technologies to make great products, you can sell them...' In fact, what customers want more is 'What do I need, what can you provide me...' This is the opposite, no matter what I do Channels, consumers have to study them.”
Faced with how to increase the added value of rock slabs and avoid falling into the trap of "selling slabs", Deng Shaoqing analyzed from different dimensions. Branding of rock slabs is the general trend, and Owen Lai wants to make "high-quality rock slabs".
Choose high-quality slate slabs from Owen Lai without having to fight a price war
As for the field of rock slabs, Owen Lai said: make decisions before proceeding.
On November 25, 2020, the Owen Lai slate project was officially signed, attracting considerable attention from the industry. At that time, there were nearly 100 domestic rock slab production lines, and the price war for small rock slabs was already fierce.
In 2021, the Owen Lai slate production line project has been launched. With "high-quality slate" as a new definition of the future direction of rock slab products, it is proposed that "choose Owen Lai high-quality slate, there is no need to fight a price war!"
△ New painting of outdoor advertising on Jihua section
Where does confidence come from?
BrandingHigh-quality products are valuable “high-quality products”
Since last year, the new track of slate has been extremely lively, with entrants rushing in one after another. It can be clearly felt that slate products are about to fall into a homogeneous situation. To avoid competition, it is necessary to form product differentiation and enhance product value.
Wen Lai's high-quality rock slabs are branded high-quality products with the purpose of creating product value.
Deng Shaoqing said: "We do not seek speed and do not consider investment. For the same product, Owen Lai is willing to invest more equipment and energy to make the product the best."
“We will not shorten the firing time in the kiln because of the pursuit of production capacity. We have already reached a consensus and have invested nearly 6 times more in auxiliary equipment for the glaze line process than most factories. In It can be seen from the investment in the production line that we work slowly and carefully.”
Only by making products without haste and branding high-quality products can you have your own brand value.
Take a professional and characteristic direction to avoid falling into a price war
With the saturation of the industry's rock slab production capacity, there will be two trends in the future of rock slabs: one is that rock slabs with no characteristics will inevitably have to fight price wars, and merchants will be very tired; the other is that there are Unique slates can differentiate themselves from competition, bring better spatial profits to merchants, and have sustainable profitability.
Deng Shaoqing said that the slate market has been very hot in recent years. Many manufacturers have produced a lot of slate products and invested a lot in production, resulting in lower and lower prices. Under such an environment, Owen Lai wants to create "high-quality slate" to differentiate the market. "We don't compete for scale, but for products."
“When you pick up two products of the same type, you will find that Overlay’s products are perfect in every detail, which requires touching and feeling. Differentiated products can avoid market competition, and so can customers , this is the advantage of Owen Lai’s fine stone slabs.”
Owen Lai's boutique slate route takes a professional and characteristic direction, which can avoid product homogeneity and fall into price wars, provide agents with different products, maintain distinctive product features, and give merchants better operating space. and the ability to complete orders to win more profit margins.
Enterprise genes determine product attributes, and professional and characteristic products are Ouwen Lai’s strengths
As Deng Shaoqing said: "How to make rock slabs is determined by the brand's genes." The playing style on the new track must match the body's resource advantages, “Do what you are good at."
Owenlay has accumulated 22 years of innovative expertise in the ceramic tile field. It has a 22-year history as a top brand manufacturer in Italy and has great technical advantages. In the field of ceramic tiles, it has always paid great attention to product process characteristics. Product capabilities are Owinlay's strengths.
In view of the current homogenization situation in the rock slab market, Owen Lai Fine Rock Slab will build its own product competition barriers by relying on product technology to separate the homogeneity of rock slabs.
Among them, the easy-to-process product characteristics cannot become the sustainable absolute advantage of rock slabs. It can be said that they are only the basic requirements for the quality of rock slabs, while the decorative effect will be the focus of future market competition. "Boutique Slate" will make products with various light sensitivities and upgrade the products based on these. In addition, it will also use a number of exclusive technologies to make the board more three-dimensional and have a stronger decorative effect.
If you want to define "fine slate" in one sentence, it would be: large-sized slate with grand texture, lifelike details, delicate touch, soft light, and good processing performance.
Owen Lai's fine stone slabs will follow the T-GBST R&D model, pursue product application effects, and mainly change the product status from the decorative effect and craftsmanship. The products mainly cover large specifications such as 800×2600mm, 1200×2400mm, 1200×2700mm, 1600×3200mm, and product thicknesses of 6mm, 9mm, 12mm, 15mm, and 20mm.
Owen Lai’s high-quality rock slabs make rock slabs with professional characteristics; you don’t have to fight a price war when you choose Ou Wen Lai’s high-quality rock slabs!
