Happy Monday is here again. How did you spend the past weekend?
On the weekend, I still felt that the epidemic was under control, and when I was about to go out for a hot pot meal to celebrate, I received news of an imported case in Foshan. Professor Zhang Wenhong, director of the Department of Infectious Diseases at Huashan Hospital Affiliated to Fudan University, even wrote: "China has passed its darkest moment, but now Europe has suddenly become the new center of the epidemic, bringing us huge uncertainty. According to the current global anti-epidemic situation Due to the epidemic situation, it is basically impossible for this epidemic to end this summer. "Facts have proved that we still cannot take the prevention and control of the epidemic lightly.
But life goes on, and production cannot be stopped. All companies are making intensive arrangements for work progress in 2020. So what happened last week? Let us count them one by one below.
Hot spot one< /span>
The word slate is so popular that it burns your mouth
On the morning of March 12th (Wednesday), the groundbreaking ceremony of the second phase of the Gold Medal Asian Tiles large slate production line project was held. The drying and kiln equipment of the project were supplied by Modena Company. It is reported that the gold medal company introduced the System large slate production line in 2018, and now it is preparing for the second phase of the project, which undoubtedly regards slate as an important strategic development direction; in addition, this year Qianghui and Inno have also introduced Sac meters of slate production lines, it is foreseeable that many slate production lines will be added in China in 2020. Suddenly, rock slabs became a hot topic again.
Picture source: Gold Medal Asia MagnetBrick
Stone slabs are so popular, is it a magic weapon descended from heaven or a mirror flower? An industry insider said that before answering this question, we should ask ourselves three more questions: Can rock slabs bring sales growth? , Are there real transactions for rock slabs? How are rock slabs sold? If these three questions are explained clearly, I believe everyone’s confusion about rock slabs will gradually become clearer.
First, can rock slabs bring sales growth? For the traditional ceramics industry, in recent years, due to the impact of multiple channel factors such as retail decline, the repression of finely decorated houses, and the encirclement and suppression of complete decoration channels, the overall sales volume has been declining, and there is a lack of new sales channel growth points. Dealers' confidence has been frustrated, profits from strategic channels are low, and frankly speaking, there is a lack of confidence in the industry. The introduction of the "slate" concept has broken the sales dilemma of the traditional ceramic industry. It no longer competes with wall tiles and floor tiles to seize market share. Instead, it combines with customization companies to expand product applications to cabinets, home appliances, bathrooms and other fields. This has undoubtedly given a boost to the confused ceramic industry.
Secondly, has the rock slab generated real transactions? Although there is currently no clear production capacity figure, information obtained from different channels shows that each line has a production capacity of two to three thousand square meters per day. Compared with the traditional ceramic tile industry, its production capacity is very small. So have these poor products been sold to consumers? A visit to the market found that the current slate products sold by terminals, whether thick or thin, are rarely used as whole sheets like traditional ceramic tiles. Instead, they are supplied as raw materials to stone processing plants, cabinet customization factories, and bathroom customization at the terminal. Customized processing enterprises such as factories, some are displayed as samples in the exhibition hall, and some are sold to consumers after customized processing. It can be said that the stone slab has completed the creation of a closed sales loop of production, channels, processing, application, installation and other links, and there is no application obstacles.
Third, how are rock slabs sold? Judging from the investment information of various companies in 2019, currently slate slabs are only recruiting investment for processing companies and customization companies with processing capabilities, and have not opened dealer channels in the traditional sense. The sales path is: finished products processed in processing plants + sales in customized enterprise stores. The current sales channels are relatively single and the prices are relatively high. The most expensive island I have ever seen sells for more than 1.2 million yuan. In actual promotion, there is some overreaching and understatement. phenomenon, consumers also need an acceptableprocess.
To sum up, we can draw a conclusion that slate is a tangible profit growth point for ceramic companies, and there are no obstacles to application. , but due to channel limitations, it is currently only in its infancy.
People who are optimistic about the development trend of rock slabs said: compared with ordinary ceramic tiles, rock slabs The performance of the board has great advantages; people nowadays pay more and more attention to the quality of life, and if you want to do business with the people at the top of the pyramid in the market, you need such high-quality products. But Those who are not optimistic about the development prospects of slate believe that the costs of transportation, processing, paving, labor, etc. remain high. Is it a good idea? In the end, the market will give you the answer; if a company cannot solve these problems and just blindly follow the trend in equipment competition, it actually doesn't make much sense.
Some melon-eaterComment: The product is a good product. Companies have caught up with this trend and expanded their production lines. Policymakers must also follow the thinking Only if you have to go up. If you don’t know how to play it, are reluctant to put it into packaging, and sell it as ceramic tiles, it will eventually turn into a price war as you said. Why is it so difficult for our industry to innovate and cross-border? It is because most people have a "stubborn" heart and miss the best opportunities.
Liu Yongfeng, founder of Yanduoduo Rock Slab Home Furnishings made a statement: What the company lacks is a complete slate operation system. Slabs are also following the trend. Not many people understand what is going on with rock slabs. They only know that this is a trend. This is very fatal. It has no positioning strategically. How can it be successful tactically?
Yang Debin, chairman of Diweidi Ceramics (Shanghai) Co., Ltd., said: Many companies have started to join the ranks of slate since they started construction. It is so popular, is it really that easy to sell in the end market? Answer: It’s not easy to sell. At present, in the terminal retail market, the definition of slate is not uniform.one. There are "rock slabs" everywhere, and just like the porcelain tiles last time, there are "porcelain tiles" everywhere. A mixed bag of good and bad, all selling well, none selling well. Until it becomes too bad and can no longer be done, the name will be changed to "Slate".
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Chen Qinxian, general manager of marketing of Xinzhongyuan Ceramics said in an interview with the media: "The price war of slate in 2020 will become a relatively painful experience for this industry, and this war will be very bloody." He believes that for the industry to make breakthrough progress, it needs to have disruptive logic, but Everyone is still making rock slabs according to traditional methods. Nowadays, the price of rock slabs set by channel dealers is very high. The price of rock slabs now has almost no bottom line, with the lowest price now being 120 yuan/square meter. In terms of consumer attributes, slate is a mid-to-high-end product. Analyzing it using the inverse method, it should be a profitable contribution to the manufacturing industry. However, in the ceramic industry, due to this ignorance, the profits of slate are now not as good. Not high.
Hot spot two< /span>
Affected by the epidemic, where will the exhibition go?< /strong>
On the afternoon of March 10, China Ceramic City Group held a 2020 Online Foshan Ceramics Expo exhibitor briefing. At the meeting, it was announced that the Ceramics Expo online exhibition will be held from March 28th to April 18th. The registration deadline is for March 15day. On March 12, Foshan Taolian Technology Development Co., Ltd. announced that the opening of the 2020 Foshan (Tanzhou) International Ceramics Exhibition (product exhibition, equipment exhibition) is scheduled for July 20, and the exhibition duration will be five days.
According to time calculation, registration for the online Ceramics Expo ended yesterday. I wonder how many companies have signed up to participate? As the overseas epidemic intensifies, is postponement the wisest choice at this stage? Let’s see what everyone thinks.
Corporate marketing people who don’t know the truth (several): Online Tao Expo? There is also this kind of operation! What to do? What are the fees? Does the effect work?
Clearly the corporate marketing department revealed to the author: We intend to participate in the online ceramics expo, but the online ceramics expo The registration channel and specific content are still unclear, and the organizers feel like they are half-covering their faces. In my opinion, the role of the Ceramics Expo is firstly to promote, secondly to attract investment, and thirdly to sell goods. For this online Ceramics Expo, what I value more is publicity. When everyone is unable to come to Foshan, brand promotion through the Tao Expo’s online platform still plays a certain role. Regarding investment promotion, if offline ceramics expos cannot do well, is it too childish to pin our hopes on online events? Sales mainly refer to exports. In previous years, there were more foreign buyers. Now the epidemic is breaking out around the world. Companies that rely on the Ceramics Expo for exports are expected to have poor performance this time. The success of the exhibition economy relies on booths. When it is currently unable to be held as scheduled, launching an online exhibition is, in my opinion, more of a form than an actual effect, and is more of a declaration of existence. If possible, it is more important to postpone the offline event.
As a media, the author also has to speak on his own behalf: every new form There will definitely be a first try. Today, when the Internet economy is so developed, mature technology is already available to hold online exhibitions. As for how to lay out, plan, promote and prepare,These are just tests of execution and implementation capabilities. In addition, the cost of participating in the exhibition is definitely not as high as offline exhibitions. The Foshan Ceramics Expo is of great significance to the ceramic circle. Why not actively participate and work together to promote this event that will go down in history. No one will ask you to "risk your life to accompany a gentleman." .
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Wang Zhilu, Director of Ouya Ceramics Corporate Image Construction Center: For the ceramic industry The China Ceramics Expo announced an online exhibition and the Tanzhou Double Exhibition will be held in July. Here, I would like to share my personal opinions. First of all, regarding the Ceramics Expo’s announcement of an online exhibition, I think both It is a helpless move, but what deserves the attention of many people is whether the Ceramics Expo will charge for online exhibitions or not? There may be different effects between the two orientations. Personally, I think that for the organizer, this is just to improve the sense of presence, which is better than not to eliminate it. For exhibitors, the effect will definitely not be too obvious. In addition, regarding the Tanzhou Double Exhibition held in July, I personally feel that the effect is not necessarily better than last year, because this exhibition feels like it is just a waste of food and taste, and it has become tasteless.
Hot spot three< /span>
315 is still a live promotion, is this the only way?
Competition in the market is fierce and consumer demand is declining. In the past few years, we have gone from being unable to promote and selling to having difficulty selling, and now we have live broadcasts every month, every week, and every day. The phrase ""Manufacturer guaranteed price, the lowest in the year" I shouted until I didn't believe it. Last weekend happened to be the 315 Consumer Rights Day, and various brands were making great efforts to conduct live broadcasts, but the author no longer had the original interest to watch, and just wanted to be quiet. Spend the weekend. Use your precious time during the holiday to watch more funny videos, but you are too lazy to click on boring live broadcasts. Are you like this?
Business owners who have decoration needs around them revealed their thoughts: "Anyway, there are discounts at any time, so why bother to place an order at this time, even now? Even if I buy it, there is no way to deliver it to my door.” As a dealer said: “What we are doing now is just to lock in more products. Many customers, please press forward to share the registration link for me, thank you very much. ”
Concerning the “live broadcast selling bricks” since the beginning of the new year, the author has also received many comments worth pondering.
Wenzhou Jiabo City General Manager Li Fan said: The screen is full of "robbery for factories", and only dealers will broadcast live online locally. Only when it becomes a daily marketing model can it be defined that "ceramic tiles are suitable for non-regional online sales. At present, dealers from all over the country are shouting "rob the factory" on behalf of the manufacturer. If it is really feasible, they can just use the manufacturer's Tmall flagship store in the future. It is better to teach someone to fish than to teach them to fish. If live streaming is a timely method for each company to maintain the stability of agency channels and demonstrate brand muscle in special times, after the epidemic, it should systematically create a total score (from factory layout to dealer implementation). To the integrated online and offline marketing of the factory (big data analysis), to adapt to the new market changes. Otherwise, just looking at the golden statue and not understanding the Bodhi method is just crazy talk.
Jian Tao XingIndustry insider A said bluntly: Live broadcasting should be left to fast-moving consumer goods. All major ceramic tile brands have turned into live broadcast experts, and their employees have turned into anchors. There are live broadcasts 24 hours a day, and I don’t know which one to watch; a live broadcast lasts for more than an hour, and I don’t know if the traffic is enough.
Passenger B in the construction and ceramics industry joked that "all people" live online live broadcast to sell bricks can be called the ceramics industry in the "cold winter and" epidemic situation The best innovations and the biggest breakthroughs...forget it, I really can’t make it up anymore. After working in the ceramics industry for so many years, I have learned nothing else. I am very good at blowing water.
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In response to the doubts that filled the screen, Jian Ceramics Brand responded this way: Needless to say, just read the battle report.
Nobel Tile 315 Super Live Night, total orders exceeded 30,652;
Xinzhongyuan Ceramics’ 315 “One Yuan Factory Robbery” was broadcast live nationwide, with a total of 63,262 orders transacted;
……
Hot spot four< /strong>
Ceramic exports dropped sharply from January to February
Recently, the State Administration of Customs released "my country's foreign trade import and export data for the first two months." According to statistics, from January to February, the export value of four categories of home furnishing industry-related products, namely furniture, lamps and lighting, ceramic products and textile products, all declined year-on-year. According to the database of the China Business Industry Research Institute, China's ceramic product export volume from January to February 2020 was 2.224 million tons, a year-on-year decrease of 26%. The export value was US$2332.3 million, a year-on-year decrease of 35.5%.
Image source: China Business Industry Research Institute database
After reading the foreign trade import and export numbers of ceramic tiles from January to February, what is the estimated future of ceramic tile exports this year? China Report Hall released the "Ceramic Market Development Trend": In 2019, there were 1,435 architectural ceramics companies above designated size in my country. The output value was 383.1 billion yuan, a year-on-year increase of 17.43%; the output of sanitary ceramic products was 200 million pieces, with an output value of more than 220 billion yuan, a year-on-year increase of 21.43%; in terms of export value, the export of architectural ceramics was US$8.488 billion, a year-on-year increase of 26.60%; the export of sanitary ceramics US$1.988 billion, a year-on-year increase of 113.01%. In 2019, the export of daily-use ceramics, architectural ceramics, sanitary ceramics and artistic ceramics products showed an overall boom. It is estimated that the output value of my country's ceramic products will reach 1.1 trillion yuan in 2020.
Will the epidemic prevent companies from expanding their overseas business sectors? Considering the current economic situation, will companies still place the U.S. market as the No. 1 export market in the future? A ceramic tile builder who has been deeply involved in the foreign trade business of ceramic tiles for many years responded: The trade war between China and the United States in 2019 and the "double The "rebellion" has made the export of building ceramics into a state of disbelief. Reports say that the export is in full bloom. I first put a question mark in my mind? Due to the overseas epidemic, the real data from January to February dropped by more than 30 points. I wonder whether growth can be achieved this year? China is indeed the largest source of ceramic tile imports for the United States. In the past two years, the average price of ceramic tiles imported by the United States from China has been about US$9-11/square meter, while the price per square meter of ceramic tiles imported by the United States from Italy is almost twice that of ours. TodayAffected by the epidemic, it is difficult for Italy to ensure supply. The United States may only be able to fill the gap from other countries. China is undoubtedly the best choice, so the price of ceramic tiles exported to the United States in 2020 should also increase accordingly. These are just personal inferences based on common sense.
Hot Spot Five< /span>
Last week may have been a "devil week" in the history of global stock markets ”
On March 9 (Monday), U.S. stocks plummeted at the opening, with the S&P 500 index falling 7% at one point, triggering the first-level circuit breaker mechanism and suspending trading for 15 minutes. On March 12 (Thursday), just 5 minutes after the U.S. stock market opened, the S&P 500 index's decline expanded to 7%. The three major stock indexes closed plummeting more than 9% and suspended trading for 15 minutes. There have been three circuit breakers in the history of the U.S. stock market, two of which were triggered this week. The first circuit breaker before that was 23 years ago. Also on Thursday, stock markets in 11 countries around the world experienced plummeting circuit breaker phenomena: Brazil's stock index fell 12%, triggering the third circuit breaker this week; Canada's Toronto Stock Exchange stock index fell 9.17%, also triggering a primary market circuit breaker and suspending stocks. trade. Although overseas markets plummeted, A-shares rebounded strongly on March 10. The Shanghai and Shenzhen stock indexes were all red, with the Shanghai stock index approaching 3,000 points and the Shenzhen stock index rising by more than 2%. On March 14 (Friday), the three major U.S. stock indexes soared by more than 9%, the largest single-day increase since the financial crisis.
Regarding the performance of global stock markets, especially the U.S. stock market, last week, some netizens commented: Yesterday I was in the ICU, today I got up to play disco, and in the afternoon I went to the emergency room again.
What impact does the "Devil Week" in the stock market have on the Chinese economy? Rational industry professionals analyzed this: on the one hand, we should analyze the domestic stock market rationally and deal with it calmly, without panic; on the other hand, we should analyze the domestic stock market rationally and deal with it calmly, without panic; On the one hand, the situation in the United States is probably very bad. First of all, when its stock price index is already very high, there are no preventive measures against the stock market crash. Secondly, the collapse of the U.S. stock market has repeatedly dragged the United States and even the entire Western world into crisis. We need to prepare for a rainy day.
Yang Debin, Chairman of Diweidi Ceramics (Shanghai) Co., Ltd.: American The stock market, the European bond market and our country's real estate market are all big bubbles blown out like the brand value of domestic ceramic tiles. Once broken, the consequences are unimaginable.
A mass media senior said: Last year Tesla was as high as 900 yuan, and many people couldn’t afford it. Now it has dropped to 500 yuan, but It's still better than when it faced the production capacity crisis before, so it's actually quite a big promotion now, and it's worth buying... So, the economic crisis presented by the circuit breaker depends on what mentality we use to face it. If we are as stubborn as the stock market, it will rebound after it hits the bottom. , then you can turn the crisis into an opportunity, and the same is true for people. Only the courage of YOU'VE GOT NOTHING TO LOSE will grasp the crisis, a crisis worthy of joy. The stock market is like life, with surprises in tears.
Faced with this major turmoil, how did investors respond?
Ordinary investors: "I have been short for almost two weeks and I dare not touch it. I am starting to worry about when the financial crisis will suddenly come."
Optimistic stock investor: "What are you worried about upstairs? The national team has the bottom line for A-shares, which is stable; as for US stocks, just let it go."
Stock God Buffett: "I have lived for 89 years and have never seen this scene."
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The resurgence of the slate debate, the 315 live broadcast, the "Devil Week" in the stock market, the online ceramics expo, ceramic tile exports... After reading several major events last week, do you feel that the amount of information is a bit overwhelming? If you also want to join our discussion, please click below to leave a message. Maybe you will be the next hot comment.
