The Internet accelerates its iteration, and the economic environment is declining. The Chinese ceramic sanitary ware industry is experiencing severe winters. Enterprises need to rise against the wind, need to borrow new models, new retail, new gameplay, new management, new ideas! On the afternoon of August 26th, the "Blotting China?Cold Winter Rise" tile and bathroom industry sharing meeting was held in Foshan·Huaxia Mingzhu Hotel. Founder & Chairman of ROMANTIC Enterprise, Vice Chairman and Party Secretary of Guangdong Building Decoration Materials Association Mr. Liu Shenghong As the representative of the only ceramic tile industry in the industry, he gave a keynote speech on "Winter Season, How to Break Through the Ceramics".
At the sharing meeting, Dr. Yin Hong, Secretary-General of Foshan Ceramic Industry Association summarized the big market environment of today's ceramic industry. Dr. Yin Hong mentioned that in the past 2018, it was basically the worst year in the history of ceramic tile development. Halfway through 2019, it is basically a continuation of 2018, even worse, perhaps still the best year in the next five years.
Dr. Yin Hong analyzed that in recent years, the ceramic tile sales channel is undergoing fission, and there are many reasons for fission, including the inherent overproduction, the increase in designer channel marketing demand, the end-market market, and the impact of external real estate policies. The proportion of hardcover houses is rising, and the trend of the whole assembly trend is also taken.
As the sole representative of the industry's ceramic tile company, Mr. Liu Shenghong (hereinafter referred to as “Chairman Liu”), the founder and chairman of the Romantic company, delivered a keynote speech on “Winter Season, How to Break Through the Pottery Enterprise” at the sharing meeting, and the guests present at the audience The exchange dialogue, and from the "ceramic industry big market environment situation analysis", "the possibility of building a pottery enterprise in the cold winter years" and "small and medium-sized ceramics enterprises how to grow against the trend" three aspects of the traditional ceramic enterprises to upgrade and provide Innovative ideas.
Throughout the market environment of the ceramic industry in recent years, Liu Dong mentioned that the causes of the formation of the industry's winter are mainly the two major factors of external and internal factors.
Real estate cooling: Since 2019, China's real estate market has been intensively regulated, and real estate development investment has increased. The multi-sectoral vocalization refers to the domestic real estate market, and domestic real estate continues to cool down. The sales volume of the real estate market was sluggish, and the passenger flow in the home and building materials market was also reduced, and ceramic sales continued to decline.
Obstruction of exports: Affected by Sino-US trade barriers, China's export tax rebate rate fluctuated in 2018-2019, directly affecting the development of ceramic export enterprises.
How to build a ceramic enterprise in the cold winter years, Chairman Liu said that only upgrading products, terminal services is the only feasible way.
At the meeting, Chairman Liu shared the story of the growth of Romantic's ceramic tile industry. Through decades of practical experience in building ceramics industry, Chairman Liu concluded that the Romantic tile is famous from the domestic to the famous abroad, relying on the featured products to start the brand. Reputation. From the small brick to the big brick, Romantic has always insisted on taking its own characteristic road. Over the years, Romantic has been adhering to the research and development and manufacturing of ceramic tiles in the field of ceramic tiles, insisting on characteristics, persisting in originality and persisting in innovation.
The product needs to be displayed through a good platform to highlight its uniqueness. Only through product simulation can the consumer's visual sense and experience be enhanced. For the terminal store, Chairman Liu believes that if the terminal wants to upgrade, it will do the best display. Provide differentiated services, customized with tile design to meet the needs of the new generation of post-90s and post-80s consumer groups.
At the end of the speech, Liu Dong concluded that the status quo is normal, continue to effectively expand the distribution network, accelerate the global network layout, enhance the core competitiveness of the terminal, and take the fate in your own hands in order to break through in the cold years.