China Ceramics Network News (Reporter: Hong Xiaochun)July 18-24 , the research team interviewed 26 ceramic tile channel dealers one-on-one in Wuxi, and subsequently produced the first issue of "Terminal Intelligence Bureau" Wuxi Station;
On July 24, Changzhou Station and Wuxi Station were seamlessly connected. By July 29, the research team was in Changzhou Interviewed 25 ceramic tile channel dealers one-on-one, and launched the second issue of "Terminal Intelligence Bureau" Changzhou Station;
On July 29, the research team came to Suzhou, the last stop of Su Xichang. So far, they have interviewed 29 ceramic tile channel dealers, and the battle is still going on...< /span>
On August 8, the terminal survey "One City, One Activity"【Su Xichang Station】 will be located in the area with the highest concentration of ceramic tile brands in Suzhou and the most high-end store - Red Star Macalline Mudu Supreme MALL was launched.
Three major macro characteristics of Suzhou ceramic tile market
01. Close to the crazy property market
We all know that the property market in Suzhou is very crazy. How crazy exactly? To describe it as a wild horse running wild would be an understatement.
On the evening of July 24, Suzhou City issued the "Work Opinions of the Municipal Government on Further Improving the Stable and Healthy Development of the City's Real Estate Market", which covers land transfer management, residents House purchase policies, transfer implementation scope, etc. This is the third regulation of Suzhou's property market in three months.
After the New Deal, the pace of Suzhou property market launches has slowed down. It is expected that 19 properties will be launched in August, including 8 pure new properties. Compared with the pure new properties last month, The number of new projects dropped by nearly 50% from the previous month. According to statistics, the transaction area of commercial residential buildings in Suzhou from January to July 2019 was 5.64 million square meters. Relying on this set of data alone, we can also predict that the demand for ceramic tiles in Suzhou is definitely not small.
What impact will the crazy property market have on the ceramic tile market?
1. Most of the houses are bought but not lived in. Such houses are either roughly decorated or not decorated, so there is only a small amount of demand for low-priced products and there is not much demand for the market. stimulating effect;
2. There are fewer and fewer rigid-demand stock markets, and the pressure on housing prices will also cause such owners to have tight budgets for decoration;
3. The increasing demand for ceramic tiles in the entire market has promoted developers to directly reach strategic cooperation with the ceramic tile brand headquarters, and local dealers have become increasingly The harder it is.
02.Countless building materials markets
Today isOn the 6th day when the research team came to Suzhou, we visited the local building materials market: Red Star Macalline Yangqing Road Store, Red Star Macalline Xiangcheng Store, Red Star Macalline Mudu Supreme Store, Red Star Macalline Hengtang Store, Yuanfa Golden House, Jia Leju, Guangdong Ceramics (Suzhou) Warehouse Center, Haodejia, Haoyijia... But this is still far from the building materials market that covers Suzhou.
Whenever local ceramic tile dealers are asked "How many building materials markets are there in Suzhou", the answer they all give is: "too many to count." In Suzhou alone, there are 5 Red Star Macalline stores. As the building materials market is most concentrated in the Hengtang area, there are currently 8 large-scale building materials stores, and a new large-scale store called Juyi Space has also been built. According to I understand that the store is expected to attract investment in October this year and open in December.
▲Guangdong Ceramics (Suzhou) Warehouse Center
▲Haodejia Home Building Materials Plaza
▲Yuanfa Golden House Home Decoration Plaza
▲Jia Leju Building Materials Home Furnishing City
▲Red Star Macalline (Yangqing Road Store)
▲Red Star Macalline (Xiangcheng store)
▲Red Star Macalline (Mudu Supreme Store)
▲Red Star Macalline (Hengtang store)
▲Haoyijia Building Materials Market
▲Yuexing Home
▲Juyi Space
When you see this, you will definitely feel that there seems to be a serious surplus of building materials stores in Suzhou. In fact, most of these stores are operating well. This can also reflect the size of Suzhou's ceramic tile market from the side. Otherwise, how could it accommodate so many building materials stores?
03.Extremely unstable warehousing
In Suzhou, almost every ceramic tile dealer will have a headache due to unstable warehousing. Suzhou itself does not have a large-scale warehousing area. In addition, the 311 rectification of major banks in Suzhou in recent years has resulted in large-scale demolition of partition rooms and self-built factories. Many dealers often face the problem of warehouse relocation.
The result of unstable warehousing is an increase in rent: Suzhou’s warehouse costs should be the highest in southern Jiangsu, and the rent can be as high as 30-40 yuan per square meter. moon. Most dealers, suffering from repeated warehouse moves and rising rents, choose to stock less goods, clear inventory, and reduce warehouse space.
Five coping strategies for ceramic tile dealers
The phenomenon of intensified reshuffle in the ceramic tile industry is even more obvious in economically developed cities like Suzhou. Every year, it can be seen with the naked eye that many brands disappear from the market. No one knows that big brands How much time does the environment leave for the market to adjust itself? In conversations with ceramic tile dealers, the author can find that each of them is assessing the situation and thinking about the future development direction. In view of their response strategies to the market environment, the author has made the following classifications.
01.Market layout
▲Gao Nianqiang, head of Dongpeng Ceramics Suzhou Distribution and Retail Section
"There are almost no ceramic tile brands in Suzhou that operate well in all channels. If I have to point out one, it may be Dongpeng." This sentence has been echoed by many people. confirmed.
The research team went to the Suzhou Marketing Center of Dongpeng Ceramics located in Zhongbo Science and Technology Park to interview Gao Nianqiang, the head of its retail sector, and learned about this marketing center of nearly 2,000 square meters. It opened on March 17 this year. At the same time, Dongpeng also has stores in major stores in Suzhou, including 5 Red Star Macalline stores.
While everyone is racking their brains to reduce costs, Dongpeng still increases investment in the market. Gao Nianqiang told the author the reason: "The entire company is facing the future. We are very confident that we need to expand our business on a large scale to maintain our market share. In addition, we will continue to improve our talent training and reorganize our home decoration channels."
▲Dajiang Ceramics Suzhou Distributor Wang Weihua
As the market in Suzhou is gradually becoming saturated, Wang Weihua has taken the lead in targeting improved housing and second-hand house renovation in Suzhou. He believes that this will be a new trend, so In addition to exploring channels such as home decoration companies, designers, and project managers, Dajun also uses online platforms to contact customers who need second-hand house renovation.
Regarding the layout of this type of market, Wang Weihua believes that the General Brand has certain advantages, such as: the brand has a certain degree of popularity, the manufacturer has strong production capabilities, and a relatively complete product line , high cost performance, etc., all of which provide local dealers with a basic guarantee in market competition.
02. Active change
▲Guanzhu Ceramics Suzhou dealer Huang Yunbao< /p>
"Changes in all channels first start from consumers' habits. If we make changes based on consumers' actual conditions before the market reacts, we can completely tap into them. There are more possibilities." Huang Yunbao, a Suzhou dealer of Guanzhu Ceramics, expressed his views on the market.
As to which brand is easiest to survive in the market, the author got the answer in the interview with Huang Yunbao: "Build channels to sink big brands."
▲Huang Yingying, Suzhou dealer of Itetao Ceramics
The author learned during the interview that when the market conditions were not good, they tried their best to increase revenue and reduce expenditure to prevent the sales from declining. However, if you want to have new breakthroughs and great development, you still need to find a growth point. Huang Yingying herself also said: As a dealer, you must take the initiative to accept social changes, refine your services, go global, and try more.
03.Take the high-end, personalized route
▲Xiejin Ceramics Suzhou Distributor Wang Liping
Wang Liping, Suzhou dealer of Xiejin Ceramics: "If you want to have better development in the home decoration designer channel in the future, you need to meet the following three conditions: act as an agent for a high-end brand, and enter a high-end brand. Stores with personalized products ”
▲Xu Yamei, manager of Italian Noba Tile Suzhou Red Star Macalline Yangqing Road Store
" The high-end consumer group means that Nobao must have a showroom in Red Star Macalline.
Imported ceramic tile products have their own design inspiration and fashion elements that other brands cannot imitate. Xu Yamei told the author: "We will add some soft furnishings to the ceramic tile products. Matching is really not just about selling bricks, but about selling a space with a sense of design.”
04. Digging deep into home improvement channels
There is a particularly obvious phenomenon in Suzhou. The brands in the home decoration designer channel are almost concentrated in the Haodejia store, and basically they only sell a single brand. We do not use other engineering, retail, distribution and other channels, and we rarely interact with brands in other channels. It can be said that we are on separate roads. In the words of a ceramic tile dealer: Suzhou's channels for home decoration designers are very domineering.
▲Oufolai Ceramics Suzhou Distributor Chen Jian
Regarding the home decoration designer channel, my biggest feeling is that corporate operation is very important to dealers, because this What channels need most is people. In addition to needing people to develop customers, follow-up services are also critical.
Chen Jian, a distributor in Suzhou of Ofulai, told the author: "In the ceramic tile business now, handover does not mean delivery, service is Throughout this sales process, for example, when placing an order, we need to measure it within one day and produce the drawings within three days. After the customer sees the plan, we need to make modifications, follow up with door-to-door delivery, guidance on laying, replenishment and returns, until the payment is settled. The whole cycle is very long.”
▲Jinyitao Ceramics Suzhou Distributor Wei Yuanyuan
In everyone’s mind, dealers who use the engineering channel need very strong economic strength. In fact, the same goes for the home decoration designer channel, because the risks it needs to bear are really Not small.
Suzhou Xuri Decoration Engineering Co., Ltd. suddenly announced its bankruptcy on December 16, 2018. According to statistics, it owed a total of 80 million yuan to material suppliers. Suzhou Jinyi Taoyue There is a payment of three million yuan yetAccording to its dealer Wei Yuanyuan, the Rising Sun incident dealt a huge blow to her, but she still decided to get through it, so they began to tap small and medium-sized home improvement companies and some work clothes.
Starting this year, Wei Yuanyuan has increased its investment in the renovation of Suzhou Jinyitao's store, just to give the owners a better product display. His positive spirit is very respectable.
▲Owen Lai plain modern brick Suzhou Haodejia store manager Liu Shuangli
The brand of Ouwen Lai seems to have an innate gene in the designer channel. Regarding how to do a good job in the designer channel, the author interviewed Liu Shuangli of Ouwen Lai. She said He said: Going through the designer channel is all about human connections. Salespeople need to be meticulous and infiltrate into the lives of designers to maintain the relationship with designers and form a kind of "friendship" stickiness. Sure enough, in the ceramic tile industry, there is no luck, only hard work.
05.Explore new modes
▲Vice President of Suzhou Shishan Materials Chamber of Commerce and Suzhou Distributor of Laideli Ceramics Zou Guohong< /span>
After getting in touch, the author found that Zou Guohong is a very forward-thinking person. For example, he was the first to create the Chuangbohui Pan-Home Elite Living Center platform in the Suzhou market, which brought together about 10 pan-home categories and conducted resources. Sharing and integration, there are not many practical implementations of this kind of sharing economy business model concept in Suzhou.
Zou Guohong told the author that the previous stores were too commercial. He hopes to create a more relaxed atmosphere for office and product display, which is what young consumers will prefer in the future. Acceptable shopping environment.
▲Jiajun Ceramics Suzhou Distributor Hu Yu
Regarding the Suzhou market, Hu Yu expressed his views: "The market is where the business is, it depends on how you consume it." Suzhou Jiajun Ceramics, as a distant One of the founders of the Fajinwu Store Business Alliance is constantly trying activity models that are more in line with current consumer habits, including integrating with online platforms. In addition, Hu Yu has also increased investment in showroom expansion. His new showroom will use 120 square meters of space to restore the real scene of the entire home and create a real experience space for consumers.
How to analyze and respond to the Suzhou ceramic tile market? There are a thousand Hamlets in the hearts of a thousand people. I believe that every brand dealer has its own strategic policy. The above is just the author's If you have more opinions on sharing some of the current situation in Suzhou, please leave your opinions in the message box.
