Stone industry: starting brand strategy and expanding marketing channels

Abstract The brand-building measures of the entire stone industry appear to be very systematic: new marketing methods emerged in the field of decoration, not only in the form of specialty stores, but also in the market; the standardization construction work of the industry started strongly. In addition, the stone carving industry proposes to achieve a production value of 10 billion...

The brand-building measures of the entire stone industry appear to be very systematic: in the direction of the decoration industry, new marketing methods emerged, not only in the form of specialty stores, but also in the market; the standardization construction work of the industry started strongly. In addition, the stone carving industry has set a goal of achieving a production value of 10 billion.

Going to the Middle East to set up a point
Urgently looking for the Quanzhou stone industry in emerging markets, we have found a new space for foreign trade development. We will promote from overseas through the participation of foreign exhibitors and foreign merchants to purchase in Quanzhou. This year, 55 stone enterprises in Nan'an were unveiled at the Qatar International Building Materials Exhibition and the Saudi Building Materials Exhibition, bringing the Middle East market to the forefront. The export of Nanan stone products in the Middle East has increased by 35%, which has become a major highlight of Nanan's foreign trade exports. In addition to the brook, Nanan Stone Enterprise, such as Supreme Stone Industry and Tianshifa Stone Industry, has also been approved, and a processing factory or office has been set up in the Middle East to form a sales network of Zhongnannanan Stone. From January to September this year, Nanan stone exports nearly 140 million US dollars, an increase of nearly 7%, in the background of the general downturn in China's stone industry.

“In the Arab culture, the living room and lobby of the building are customarily decorated with marble materials for interior and exterior. It is because of this, almost all local construction projects use marble, so the market space is broad. For example, the UAE’s building law regulations Buildings and other buildings must be renovated. Stone floors, especially marble veneers, are used in large quantities in the Middle East." Industry insiders told reporters.

How big is the Middle East stone market? Industry insiders said that they cannot predict. However, the reporter has learned such a set of data, and its market size can be seen. Saudi Arabia will invest 623 billion US dollars (including infrastructure 144.0 billion US dollars) to implement the "Knowledge Economy City" by 2020; the UAE will invest in 500 international hotels with more than 3 stars, 200,000 villas and 60 mosques; According to institutional statistics, at least $100 billion in business opportunities will be presented during the reconstruction of Iraq. The life, production and construction supplies that Iraq urgently needs are the most demanding of building materials, especially ceramics, sanitary ware and cement and stone products.

However, the main competitors of Quanzhou stone products are not the high-end producers like Italy. The stone products of India and Turkey are the biggest challenges. The other side showed an aggressive posture, and with rich mineral resources and low prices, it competed with Chinese stone in the international market. Take the UAE's construction projects as an example. In these projects, the demand for low-grade decorative stone accounts for 60%, mainly from China, South Korea, India, etc.; high-grade stone demand accounts for 40%, mainly from Italy, South America, and China also supplies a small part of high-grade stone. .

"In this case, the stone enterprises set up in the Middle East, the self-operated market will undoubtedly guarantee the maximum profit. First, the company can timely understand the information on construction projects, actively participate in the bidding of the project, and directly put our building materials directly. Applied to the project; secondly, the end user can eliminate the quality concerns; Third, the market price of the stone can be fully controlled.” According to industry insiders, “to undertake the decoration project in the Middle East is conducive to the product entering the high-end market. Unique design, high technical requirements, difficult construction, but high profits."

Before 1999, Chinese stone entered the Middle East market generally through intermediaries, who mainly obtained orders from importing countries and then went to Chinese factories to purchase. 80% of the profits are earned by these middlemen. Nowadays, some companies are taking the development route of finding agents in the local area. “You should choose a local company with a sound marketing network and the ability to participate in the bidding. These agents may sell the products directly or wholesale them to small retailers. This marketing model is more risky for the supplier. A stone enterprise signed a contract in the United Arab Emirates, and implemented an exclusive agency system. After signing the agency contract, the manufacturer's products will not be sold to other buyers. Once the agent is 'indifferent,' the stone enterprise will suffer heavy losses." People familiar with the matter said.

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