Recently, the voice of the "winter" in the ceramic sanitary ware market has been increasing. The ceramics industry is experiencing the biggest market test in more than a decade. It is said that the building materials market follows the real estate situation. In the visit to the domestic building materials market, Xiao Bian deeply feels the sharp contrast - the cold of the ceramic sanitary market and the heat of real estate.
Campaign promotion difficult sales price war continues to stage
In recent years, a number of outstanding brand enterprises in the ceramic sanitary industry have continuously invested heavily in advertising and planning activities. Jin Yitao and Mona Lisa also used the Olympics to carry out sports marketing. All this is to create a public brand and look forward to the consumers. The formation of a designated purchase rate product. In addition, major brands are also committed to home improvement channel construction, but home improvement companies, designers, stable sales channels so far have not really formed.
Xiao Bian saw in the Ningbo Modern Ceramics City that the weekend's building materials market was unusually quiet. I do not know whether it was due to the recent relocation or because of the heavy influence of the newly renovated decoration. Xiao Bian saw that some ceramics merchants had made promotional activities. Surprisingly, Ausman's sanitary ware had a promotional campaign. “Whether it's a worn or broken toilet, it’s a discount of RMB 200. Yuan "I can't help guessing this advertisement: Can a toilet with such a low price make money? The store's guides are not willing to disclose information. They just say that this is a manufacturer's promotion. However, even if such a cheap toilet, there is no one to look at the product, Xiaobian spent nearly two hours in the ceramic city, did not see the consumers of the product.
In the southern building materials market in Fuzhou, the market conditions are similar, and many merchants believe that now is an off-season in July, at least until the end of September will start to improve. The manager of the sanitary ware store where many small brands are operating tells Xiao Bian that he hopes to negotiate with the manufacturers and engage in a promotional campaign to stimulate consumption. The specific decision is still to be decided by the person in charge of the manufacturer. Most of the promotion plans launched by most companies are nothing but old-fashioned practices, such as how much a special price a toilet, or how much the original price of a set of products, how much money during the event, these are already common promotional tools. At the same time, Mr. Huang, who operates ceramic tiles and sanitary ware, said that these so-called manufacturers' promotional methods will only kill the market if they are copied. Only according to the actual conditions in the market and local customs to formulate the contents of promotional activities, they will achieve certain results. The effect, otherwise, not only failed to bring up the sales, fight the price war, will only sell their own products, in the end or doing a loss-making business, might as well not engage in promotional activities. There are many newly-developed real estate properties, but it is a pity that many people do not renovate their houses, which directly affects the entire building materials home improvement market. Now they mainly rely on projects.
Ou Lejia Shang magnetic manager Su told Xiao Bian, their shop is to do plumbing building materials, just try to operate sanitary ware, select the agent Ole Jia · Shang magnetic this brand, is still in the trial operation stage, next month preparation Officially opened. He is optimistic about the current situation and believes that sales are still possible. Ou Lejia is a potential brand. They are currently trying to do some retail or project-based. The retail business alone is not good. , but the competition is fierce. Xiao Bian sat in the Ou Lejia store for a while, one after another continue to look at the product, but the transaction rate is not high, Manager Su said that this situation is normal, and now more brands, consumers will also shop around.
In the Xiyingmen building materials market, the international brand Lejia also made promotional activities, Lejia smart toilet 3980 yuan a limited sales, this word is indeed very attractive, but unfortunately the entire store few customers, not much traffic. The clerk who had been operating ceramics for many years sighed and said that the international big brands also engage in promotional activities. Other small brands are even more difficult to do. The international big brand activities are loud and the planning is very attractive. The consumers are eager for their preferential prices. Certainly preferred international brands, for example, such as Wrigley, Hengjie, Faenza sanitary ware, international brand music, TOTO, Kohler, etc. These brands once launched promotional activities, the effect will be very good, our general factory support is not strong It is difficult to form events like theirs, and sales will naturally be incomparable. For example, Roca's smart toilet 3980 yuan, their general smart toilet at least have 3,000 yuan, people's brands are loud, consumers will naturally tend to music products, unless their products can attract people.
Channel construction flattened into the terminal market
In recent years, China's sanitary ware industry has developed rapidly. Sanitary ware products are generally produced by manufacturers to set the sales price in the factory market. Generally, there are specialty stores, and there will be a unified national retail price. However, in the sales process, the market price determines the final price. When consumers purchase, they will shop around. If the price is too high or does not match the consumer's psychological price, it will be difficult to open the product. At the same price point, consumers will choose products with a higher reputation.
According to Jiuzheng Building Materials Network Xiaobian, different sanitary wares have little difference in texture, basic functions, etc. Raw materials, color patterns, ease of mold making, old and new styles, etc., are the main reasons for the price difference. Sanitary ware also belongs to handicrafts, style style changes quickly, like any ordinary consumer goods on the market, the price of popular products is naturally high, and inventory products or old product manufacturers are also reasonable to deal with by way of big price cuts.
The current construction of merchant outlets in the sales channels is also not optimistic. The market survey found that the number of single-brand agency business is not large, almost no, most of them are multi-brand management, and the number of dealers with more than 2-3 brands is close to 80%, and some even represent seven or eight brands. Mr. Zhang, who operates Hongyu Ceramics in the southern building materials market, told the author that it is difficult to survive with many brand operations. There are many brands on the market, products are homogenized, and prices are different. Only diversified operations and multiple choices can survive. Such a fiercely competitive market does not work without good strength. Without a good reputation, consumers are our God. What kind of products consumers want, we will introduce what kind of products, this is no way to approach. Of course, our business is OK. We have been in business for so many years. In the Fuzhou area, we are a relatively good market. â€
First-line marketing has reached saturation, and opening up new battlefields has become a top priority for many sanitary companies. An online brand survey report shows that there are about 2,000 first class capital cities and nearly 500 local cities. Around 50 or so to the relatively affluent townships and cities, there are also 20 brands; there are 1,500 cities in the first class capital city, almost 400 prefecture-level cities, and up to 10 townships. According to the distribution of the third provinces, there are about 1,000 provincial capitals, 300 prefecture-level cities, 30 counties, and up to five brands in townships.
These data are sufficient to illustrate that most of the company's channel construction is still weak. The existing channels are far from meeting the development needs of enterprises. Flat and direct terminals have become the focus of attention of enterprises. Many enterprises are still in a blank state in the 3rd and 4th markets. In fact, the consumption of ceramics in the rural market has become the largest growth space for the ceramic industry. However, the vast majority of products flow to the rural market and are completed by local agents. Obviously, many brands cannot directly serve this group of potential customers.
At the same time, when Xiao Bian visited the enterprise and the building materials market, it was discovered that companies all wanted to make the terminal market directly. However, it was difficult for enterprises to manage these scattered customers in place, and the management costs were very high. If there were no local manufacturers, after-sales service The service is difficult to carry out. If you do not do after-sales service, the business is difficult to do. Therefore, for cost considerations, the company must ultimately rely on local operators to do it, whether it is the manufacturer's own establishment or local The agents sought are all of the same purpose. They all want to do the terminal market and directly sell the products to consumers, instead of selling products to consumers through home improvement companies or designers. These intermediate industries The unspoken rules make companies very resistant. Given that China's domestic ceramics market is not mature enough, consumers are relying on designers to choose products and brands. Due to this market trend, many businesses have to start looking for new ways of cooperation, home decoration design has become one of the invisible channels, more favored by businesses.
Real estate "heat" can warm the ceramic sanitary and building materials market
On the one hand, the rapid development of real estate construction in recent years, the building materials market can not be digested in a timely manner, causing great concern for the development of the industry. As a building decoration industry closely related to the real estate industry, according to surveys, the sales of non-brand or over-reliance on retail decoration materials have been collectively hit this year. Sales since May have been less than 60% of the same period last year, and ceramics sales are also It has dropped by nearly 30%. Some experts assert that a new round of industry reshuffling for building materials and decoration materials companies and their related channel integration are about to begin.
On the other hand, the heat of real estate has not come down with the restriction of control policies. When Yuancheng Building Materials Plaza ran Bohua Ceramics Sales Department Sales Staff Week ** to talk about housing prices, she told Xiaobian Fuzhou that the average price had reached more than 10,000 yuan per square meter, and the ceramic brand business would be a little better. There are many projects, and each year is an off-season in July. The number of people who decorate the house is also small, and the business is naturally not so good. According to a news report, according to a Wenzhou investor, from July to October in 2009, the coal mining industry in Shanxi Province saw a complete defeat and the Zhejiang businessmen lost their lives. Wenzhou investors from the Shanxi Coal Mine were gradually retreating from Shanxi and transferred to Hangzhou and Shanghai. Dubai, December, hot money withdrew from Hangzhou, gathered in Sanya, prices in Sanya skyrocketed. At the moment, some investors have withdrawn from Sanya, intends to consider Chongqing, Wuhan and other second and third-tier cities.†Another example: According to Wuhan real estate industry insiders, Last year, Wuhan came to a batch of Wenzhou “real estate speculators.†In several real estate developments in the prosperous area of ​​Wuchang, one shot was a half-building and payment was made in cash. At that time, it was bought at an average price of 4,000 yuan per square meter. After the month, prices rose, and now, the price of second-hand housing in the lot has soared to an average price of 6,000 yuan per square meter, and the price of new homes has also broken through 8,000 yuan per square meter. According to speculation, the conservative estimate for the capital entering the Wuhan property market at that time was estimated. It’s also worth more than 100 million yuan.†From these news, we can easily see that real estate developers also have no way to take these real estate corporations. In the end, if these real estate companies’ houses are not sold, they are equal. Become a buyer of vacant rooms, these houses no one to stay, the house is not renovated, then the building materials market business is naturally affected. However, the heat of real estate is imaginary, and it is impossible to warm the deserted building materials market.
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