Text/maoran
——The perspective of a certain brand salesperson
On May 19, Zhongtaojun issued "Agent Stone Slab Brand on the WeChat public account, you After writing the article “You Must Know These 4 Points”, I received the above feedback from a salesperson of a certain brand. Regarding slate, Wang Li, the cultural director of Mona Lisa Group, also wrote an article on May 20 titled "A slate dining table sells for less than 500 yuan, and the slate price war has begun." As early as March, Chen Qinxian, general manager of marketing of Xinzhongyuan Ceramics, pointed out quite prophetically in an interview with the media:The slate market in 2020 will usher in bloodshed. price war.
Low price information for rock slabs
One after another, Zhongtaojun also received information about the sales price of rock slabs from different platforms or different individuals on WeChat every day: So it turns out that rock slabs (1200×2400㎜) can still be sold for 480 yuan/piece? After the slate is processed into finished furniture, the dining table can be as low as 660 yuan/set (with chairs included)? Zhong Taojun silently counted his fingers, and instantly felt "heartbeat" - it's very cost-effective! You must know that the chairs purchased in group purchases on Pinduoduo cost 100 yuan per chair.
Are you surprised or horrified by the sales prices of slate slabs listed above? (For buyers, that will definitely be a surprise).
No. This is purely for the ceramic industrynormal phenomenon. Looking back on the past few years, isn’t it the same every time the trend of a type of product is blowing? Microcrystalline stones have dropped from several thousand yuan/piece to tens of yuan/piece, and modern antique bricks have dropped from several hundred yuan/piece to dozens of yuan/piece...
Picture source network
There are also rock slabs with lower prices than the above examples. It is said that after a certain brand started to intervene in the field of rock slabs from the field of large slabs, people in the industry were filled with sighs (horror)——It will definitely destroy the slate market, because the price is low, triggering a market price war!
After confirming that this is an inevitable phenomenon of market development, do we still have room to refuse to accept it? So what if you accept it? For example, people who eat melons bluntly said: The rock slab is dead, how about new products?
No. Don't give in so easily. Many slate "bricks" said this with a firm attitude after knowing the market conditions of slate. But, what to do?
01
Maximizing product advantages
On May 13, at the signing ceremony for Boshi Bo Porcelain to settle in the China Ceramics Headquarters Industrial Base, Tang Jieming, general manager of operations of China Ceramics Headquarters, said: There are currently only two companies in the park focusing on the field of thin plates or slates. We hope that these companies will Companies in exclusive categories can enrich the product categories in the park, and they also hopeThin sheets or rock slabs can be used in the home furnishing field to maximize the product advantages.
In fact, it is the "user thinking" that Chen Qinxian, general manager of marketing of Xinzhongyuan Ceramics, mentioned before - product customization.
02
Systematic product construction
On May 18, at the opening ceremony of the ceramic tile adhesive brand "Sure Stick", special guest Cai Shicai, creative director of Hong Kong Shanliang Design Co., Ltd., said: At present, thin boards/rock are commonly used in home decoration channels and in the design of large houses and villas. There are worries about paving and installing boards, so functional auxiliary materials are very important for product application. Hu Yuan, general manager of Guangdong Heruide New Materials Co., Ltd. also said: Tile adhesive must have the same lifespan as the building to truly ensure the effective application of any product. The tile adhesive itself It is a systematic project, and for this special product (large slab/rock slab), more standards and procedures are needed in the construction, so that it can be applied safely. No matter how good-looking the product is, it must be effectively implemented.
Concerning this issue, a certain Da brand, which everyone was panicking about, was the first to realize this point. On the opening day of "Tie De Wen", more than ten people from the certain Da brand were present. It is said that the boss of a certain Da brand encourages his employees to interact more with the tile adhesive brand.
03
Products for leading brands
Zhongtaojun analyzed this point from the information obtained from terminal market research.
Lv Jianghong, design director of Wuxi Fengyasong·Dayoumingtang Institute of Things, said: In fact, the price of rock slabs is not cheap. We all use two brands of rock slabs, Marazzi and Gardenia, and the price is 10,000 yuan/ piece.
Xia Zongpeng, general manager of Wenzhou Nobel Ceramics, said: We now have two specifications of slate products: 800×2600㎜ and 1600×3200㎜. The price of 1600×3200㎜ is more than 10,000 yuan per piece.
A dealer of a young and fashionable dark horse brand in Wuxi said: The normal quotation for 900×1800㎜ and 1200×2400㎜ slates is 2000~3000 yuan/㎡. In our area, slates are mainly used for home furnishings, such as backgrounds. Walls, bar countertops, dining chairs (tables sell more), there are not many slate products used throughout the house, but because it is indeed very functional, it is definitely a trend.
……
Application renderings of beautiful ultra-thin rock slabs
There are different levels of people, and there are also different levels of products. Different brands have different levels. This is the law of development in all walks of life. Therefore, different levels will have different price levels.
An industry insider once used a down-to-earth example to explain to Zhongtao Jun: Mapo tofu can be sold for tens of yuan per bowl, while ordinary tofu costs just a few cents. These consumers all know that, but they still Will choose Mapo Tofu. Why? We TileIn addition to product quality, brand and distribution fees, service costs are also part of the value reflection.
What do you think?
