The proportion of fully decorated and finely decorated houses is increasing year by year, which has caused problems in the traditional sales model and channel construction of the building and ceramics industry. A huge blow. If the building and ceramics industry wants to get a share of the limited "cake", there is actually no way out.
1. Engineering Channel development
Cooperation with real estate companies is nothing new in the construction and ceramics industry. As early as ten years ago, some leading ceramic companies consciously opened up new markets and set up engineering departments to connect with real estate companies. Later, with the implementation of the policy of finely decorated housing, many "latecomers" tried to cooperate with real estate companies. The relationship between the companies that had been "foresighted" and real estate companies had transcended the relationship between suppliers and buyers and became a "strategic cooperation." partner". For example, Marco Polo, Dongpeng, New Pearl, Mona Lisa, Oceano, Xinzhongyuan, etc. Here are three of the brands as examples.
Mona Lisa
For strategic cooperation projects and enterprises, Mona Lisa has established a complete service and operation system: three major departments, namely technology, quality control and supervision, have been set up to supervise product quality, and hundreds of project operation implementation agencies have been set up across the country to ensure strategic The high degree of execution of cooperative projects provides institutional services to engineering and real estate developers from product R&D and production to installation and after-sales.
Oshennuo
At present, Oceano has maintained strategic cooperative relationships with well-known real estate companies such as Vanke, Country Garden, and Evergrande for more than ten years. In order to achieve efficient and close connection with real estate companies, OceanoA relevant department responsible for large-scale engineering projects has also been set up - the Key Account Department, which is divided into pre-sales, in-sales, after-sales, quality control, logistics, finance and other major sections.
It is understood that with the implementation of the finely decorated housing policy, Oceano’s project supply volume for real estate companies is increasing. It has been increasing year by year. As of 2018, engineering channels accounted for 50% of Oceano's entire sales channels.
Xinzhongyuan
In 2017, Xinzhongyuan Group set a strategy of “reshaping channels and developing new channels”. In one year, it "won" more than 50 large real estate companies and became strategic partners of real estate giants such as Vanke, Greenland, and Country Garden.
Although the leading real estate companies generally choose to cooperate with the top 20 ceramic tile brands, this does not mean that the middle and lower reaches Businesses have absolutely no chance. Because some local real estate companies may still choose to cooperate with ceramic tile dealers.
Two and three Fourth-tier city market
Although the policy of finely decorated housing is promoted nationwide, for third- and fourth-tier cities, the per capita income and consumption level are lower than those of first- and second-tier cities, and the requirements for comprehensive coverage of finely decorated housing are not yet met.Require.
With the advancement of beautiful rural construction and urban development policies proposed by the country, the development of third- and fourth-tier cities in the future will still be There is huge potential. Ceramic companies can establish corresponding product systems based on the characteristics and different needs of each city.
Through traditional retail channels and dealer models, expand the company's local influence and serve local consumers Providing good and personalized services and communicating with consumers through terminals are what ceramic companies are good at.
3. Diversity decoration space
When it comes to decoration, many people think about the decoration of the house. In fact, in our daily life, in addition to houses, there are many commercial spaces that need to be decorated, such as shopping mall store decoration, catering spaces, transportation points, office areas, etc.
To be honest, some ceramic brands have already set their sights on these markets. (Shh, don’t say it was Zhong Taojun who said it!)
On July 7, 2019, it was organized by Foshan China Ceramics City Group, Guangdong Modern International Exhibition Center, and China Decoration Think Tank The three major platforms jointly organized the International Catering Space Design and Decoration Expo (referred to as "CDE Catering Design Exhibition") with the theme of "Catering Design + Brand" in Houjie, Dongguan·Guangdong Modern Country.Held in Hall 1 of the International Exhibition Center.
This exhibition is different from the ceramic and bathroom exhibitions we hold every day. It is specifically aimed at the design and design of catering spaces. Product application for exhibition design. Although it was held for the first time, it still attracted many ceramic brands to participate, such as Dongpeng, Ouwenlai, HQ, Qilisha, Karona, KT, Spei, Sese, Muci, Lishi, etc.
If you think with directional thinking, maybe ceramic tiles can really only be used in houses. But thinking with a broad mind, all spaces where humans live and use have decorative value, so the fields that the ceramic industry faces will be even broader!
4. Cooperation with online and offline home improvement companies
In the era of mobile Internet, Internet home decoration that is convenient, cost-effective, and rich in renderings has begun to integrate into various tiered markets, accelerating its penetration into traditional home decoration, and is especially sought after by the post-90s generation and consumers in first-tier cities.
Therefore, in order to enable their products to enter the finely decorated housing market, some companies have taken the initiative to cooperate with online and offline home improvement companies, borrowing Road marketing. Use the home decoration designer link to directly incorporate products into the list of finely decorated rooms. More than 300 ceramic brands such as Nobel and Jinyitao have become partners with Tubatu; Marco Polo cooperates with "Xiaomi Love Home" iSpace; Dongpeng Ceramics has reached a strategic cooperation with Liang Home and invested in "Home E-Shares", etc.
Every piece of this, one pile after another, all shows that the ceramics company wants the "cake" of the hardcover house , trying hard to open up new sales space through cooperation in the industry chain.
5. Hardcover Housing setbacks, opportunities for dealers to transform
After the country's tough policies were introduced, the first industry that lost its footing was not the construction and ceramics industry, but the real estate industry. On the surface, the promotion of finely decorated houses promotes the development of the real estate industry, but in fact it blocks the retreat of real estate developers, and they must either do it or abdicate.
Under the pressure of hardcover style, various problems have also appeared:
①House prices are rising. According to real estate big data from AVC, real estate prices in first-tier cities are mainly between RMB 20,000 and RMB 60,000 per square meter, a year-on-year increase of 23%. Although the highest average price of projects has dropped from 145,000 yuan/square meter last year to 129,000 yuan/square meter this year, and the proportion of projects above 60,000 yuan/square meter has dropped significantly, the overall price level in first-tier cities has still increased significantly.
② Since the finely decorated houses are "batch decorated", it is difficult to meet the individual needs of home buyers in terms of decoration style. The style is single and the style is old-fashioned.
③ There may be quality problems. The developer will not put as much effort into the decoration as his own home decoration. Problems will be discovered once you move in , maintenance is also very troublesome, especially hidden projects. Since the promotion of finely decorated houses in various places, it is not uncommon for finely decorated houses to be stopped due to poor decoration quality, safety hazards and other issues. For exampleAt the beginning of this year, 79 finely decorated properties in Wuhan were ordered to temporarily suspend sales due to problems.
Due to various problems, the advancement of the policy of finely decorated housing has been hindered. The days of decoration are still quite far away, so dealers in the ceramic industry still have the opportunity to transform.
Finely decorated rooms have indeed had an impact on the development of the ceramic industry. The once popular retail and familiar distribution models have become hinder development. In such a market environment, "mourning" is not the most beneficial way to solve the problem. Instead, we should open our minds, open up more diversified marketing channels, and strive not to be eliminated by the times.
