Text/Catran
There is a popular saying in Guizhou: "The land is not even three miles flat, and the sky is not sunny three days." In addition, Guizhou people love spicy food, so "mountain", "wet" and "spicy" have become iconic local words . Today, the 2020 China Ceramics Network's "Linking Manufacturers and Directly Hitting Terminals - National Tile and Bathroom Market Survey" was officially launched. The first stop is Guiyang, the capital city of Guizhou Province.
一
"What will you pay attention to about Guiyang's ceramic tile bathroom market?"
This is what the author proposed to the relevant personnel of some ceramic tile brand headquarters and centralized procurement companies (including group CEOs, regional centralized procurement leaders, brand managers, regional sales managers, marketing managers, planning supervisors, copywriters, etc.) before departure. problem. The details are as follows:
1. Basic questions
"How are local housing prices? Which stores and brands are doing better?"
"What are the home consumption habits of local consumers?"
2. Channel related
"The most important thing is the channel advantage and the situation of engineering and assembly companies.”
"What are the channels they currently operate? Are there any emerging channels? What do you think of the central warehouse? What factors will be considered if you change brands?"
"Which local channel has greater influence?"
3. Product specifications
"What are the product specifications that are most accepted by consumers? What is the price?"
“How are the large boards of 750×1500mm and 900×1800mm sold?”
"The Guiyang market is a concentrated processing, production and consumption area. What is the market share and price of slate hot pot tables?"
"What is the prospect (market share, awareness, application scenarios) of 3mm slate slabs in Guiyang?"
……
To sum up the above concerns, the words channel, big board and slate are the key words. "Now the slate market is OK, especially in provincial capital cities." This sentence from a slate brand insider is more worthy of verification in Guiyang.
二
In fact, "There is no land that is three miles flat, and there is no sky that is clear for three days." There is also the next sentence "No one has three cents of silver." It just means that people are poor. However, one of the characteristics of the ethnic minorities in Yunnan and Guizhou is that they have full heads and full bodies of silver, and a brand with a mid-to-high-end positioning told the author: "Guiyang has a characteristic, that is, there are many villa groups, and the market is very good in areas where the country focuses on cultivating."
What are the characteristics of the local tile and bathroom market?
1. There are more than 14 building materials stores, both large and small.Still seizing
First of all, let’s talk about the situation of local stores. Why do we need to know the situation of local stores? Because for tile and sanitary ware merchants, which store to open a store is a very important decision; and for tile and sanitary ware manufacturers, the store is also one of the conditions to consider when choosing a high-quality dealer to cooperate with.
The Guiyang building materials market visited by the research team today
In Guiyang, there are more than 14 large and small building materials stores, including 2 national chain stores such as Red Star Macalline, 3 Xingyijia, and 2 Easyhome, as well as local markets such as the Stadium Building Materials Market and the Western Building Materials City. , Marriott Trade City, Southwest Home Furnishing City, Kaihong Home Furnishings, Wellhouse, Niulangguan Wholesale Market, etc. Today, the research team visited Wellhouse Home Building Materials City and Kaihong Home Comprehensive Supermarket Plaza in Huaxi District, located on the edge of Guiyang City; as well as Red Star Macalline and Xingyijia in Guanshan Lake District, both of which are located in areas that have experienced rapid growth in recent years. developing new areas.
“Guiyang’s building materials stores are relatively scattered and chaotic.” This phenomenon began after the original Stadium Home Building Materials City was demolished in 2019. It is reported that at that time, the original Red Star Macalline (Fuyuan Beauty Store) on Youzha Street was The most powerful building materials store in the local market, and many of the larger local ceramic tile dealers started there. But now, the dealers of other ceramic tile brands to be interviewed revealed that although Red Star Macalline later built a new store nearby, the business was much worse. Moreover, due to the reduction in the area of new stores, many merchants have moved to Kaihong Home Furnishing, Xingyijia, Easyhome and other stores, or to the Red Star Macalline in Guanshan Lake District. The forced relocation of stores is the most troublesome problem for dealers, and re-choosing a "reliable" store is a problem they face very carefully.
General Tile Guiyang dealer Su Zhonglin
Even though building materials are too scattered and market competition is more intense than in previous years, local stores are still increasing, and brand dealers are still expanding their stores or area. As Su Zhonglin, a Guiyang dealer of General Ceramics interviewed at the Kaihong Home General Ceramics Exhibition Hall, said: "My father's generation has been developing in Guiyang since 1997. I came to Guiyang to work in the ceramic tile industry in 2003. At that time The old store in the Gymnasium Building Materials City achieved 8 million in retail sales alone in one month in 2016, with a store area of 1,000 square meters. Later, after the old store was demolished, we re-occupied a 500-square-meter store in a new store not far away. Next, If I have the chance, I will still expand to 700 square meters. Although the current ceramic tile store pursues exquisiteness and does not necessarily need to be large, we still want to expand it into a flagship store. Last year, I also bought a store in another store, which is just a store. The reason is that it can’t be opened yet.” It is reported that Su Zhonglin originally wanted to buy a single-storey store in Marriott Trade City, which cost 15 million per building and 1,000 square meters per building. It is just that the location is slightly remote and is suitable for offices but not for retail markets. But at present, There are also many local ceramic tile brand operators who have purchased them, and the decoration level is as luxurious as the ceramic brand headquarters.
Xu Jiankang, Guiyang dealer of Samit Tile
Xu Jiankang, another agent of Summit Ceramics in Zunyi for more than ten years and also an agent in the Guiyang market, also expressed the same: "My next plan is to build stores in every district. Guiyang Consumers still pay great attention to the store experience. ”In addition to the guidance of consumers’ consumption habits, the more important thing is that Guiyang has not yet achieved fully furnished houses (all fully furnished houses in 2020). The proportion of finely decorated real estate is 30~40%), retail channels are still improving, and there are more villa consumer groups mentioned above. It can be seen that the ceramic tile bathroom market in Guiyang city is huge. Compared with other provincial capital cities, at least Guiyang only has fierce competition. Fierce and bleak are indeed two different concepts.
2. Slow development but high consumption, there is an urgent need for rock slab processing lines
As a provincial capital city that has recently been promoted to a second-tier city, although Guiyang has developed slower than other provincial capital cities, housing prices are not very high.The average price of buildings in Shanhu District is 13,000/㎡, and villa-type buildings are 20,000/㎡. However, the acceptance ability of local consumers is not much different from that of other provincial capitals or coastal cities.
ICC Ceramics Guiyang Distributor & Dongpeng Ceramics Guiyang Guanshan Lake District Distributor Liu Fei
ICC Ceramics Guiyang distributor & Dongpeng Ceramics Guiyang Guanshanhu District distributor Liu Fei is a real Guiyang person. She said: "In Guiyang, many people I am still willing to spend money. Ceramic tiles of 750×1500㎜ and 600×1200㎜ are conventional products. They are mostly used in 130~160㎡ units, while 750×1500㎜ and 900×1800㎜ Ceramic tiles in this size are already a common product for large flat floors and villas, and 900×1800㎜ slate slabs are also widely used in villas for walls and kitchen and bathroom spaces. ”
No. 1 marble tile Guiyang dealer Wang Haibang
On this point, Wang Haibang, a Guiyang dealer of No. 1 marble tiles, also expressed this with data: In September, he received 8 villa projects, 3 of which had slate products (800×2600㎜, 1200×2400㎜ specifications). Because of this, No. 1 Marble Tile Guiyang store has an 800㎡ independent store in Wilhouse. In October, the second floor will be renovated into a 200㎡ slate home experience hall. “Stone slabs are a trend, and what we need to do in the future is the integration of slabs into home furnishings. Therefore, a large store is also an advantage of selling slabs. If there are only a few hundred square meters, it will be difficult to display slabs. At present, large-sized slate is still easy to sell in Guiyang, but there is a lack of slate processing factories. Conventional processing is possible, but deep processing is difficult, so the finished products are shipped from the factory. ”
Although the transportation problem of large slabs and rock slabs is often called one of the most difficult problems in sales by industry insiders, the problem that there is currently no deep processing plant for slabs in Guiyang seems to have become a problem for local traditional ceramic tile dealers. The biggest "resistance" to deeply participate in the rock slab market. Su Zhonglin said: “There is currently no well-known slate brand in Guiyang, but this is an opportunity for everyone to participate. Not long ago, there was a 1,000-square-meter villa in Guanshan Lake District. It cost 2.2 million to decorate the whole house with slate. The market prospect is huge, so I will also inspect the slate when I go to Foshan at the end of September to participate in the slate-related activities of the manufacturer. processing line, and introduced Guiyang’s own slate processing production line, and then cooperated with some furniture manufacturers.”
New thinking of post-80s leaders, home furnishing alliances and partnerships
In Guiyang, the earliest and most engaged in ceramic tile business are Fujianese, followed by Sichuanese, and then Wenzhouese. However, in recent years, the number of local Guizhouese doing ceramic tile business has gradually increased. Today, the research team interviewed four Guiyang ceramic tile dealers. In fact, three of them were born in the 1980s, born in 1983, 1985, and 1987 respectively.
No.1 marble tile Guiyang dealer team
They all have different operational ideas for the future layout of brands in local markets. For example Wang Haibang from Wenzhou is forming a home building materials alliance called "Wuji Home" with other building materials and home furnishing companies, and has settled in an office building next to Red Star Macalline in Guanshan Lake District to build a 1,000 square meter independent store , firstly, it meets the owner’s one-stop purchasing needs; secondly, it is convenient for taking the high-end channel route and doing designer activities in the space.
General Tile Guiyang Dealer Team
Another example is Su Zhonglin from Fujian.Since entering the ceramic tile industry in 2003, he has been cooperating with more than 100 home decoration companies. Since 2012, he has cooperated with nearly 350 home decoration design companies. Regarding the current blue ocean market of slate, he has also conducted research and analysis on markets outside Guiyang. In his view: "Stone slabs are a phased product. They are trending products at a certain time and will grow in a straight line. However, when they are popularized in every household, they will be subject to great fluctuations. At present, everyone is not familiar with them but is looking forward to them." I will do the same at this stage, but the slate home experience simulation room I will make next will be designed in the direction that local consumers want to know how slate is used. Display, rather than just product display, the space will still be more refined. ”
ICC Ceramics Guiyang Distributor & Dongpeng Ceramics Guiyang Guanshan Lake District Distributor Team
As for how to operate and manage multi-store operations, Liu Fei said: "I will incubate potential partners from within with an 'open and win-win' mentality. elites to manage the store ”
Samit Tile Guiyang Dealer Team
Xu Jiankang said that he pays more attention to visual communication, so not only can he draw design drawings, but he also requires his employees to be all-round talents who can measure houses, design and draw pictures, etc. He said: There are still many blank markets in Guizhou, so in When laying out the market, we must also train talents to become partners of the company and build stores in different places in the form of joint ventures.
……
This is the information obtained by the research team on the first day in Guiyang. This Guiyang market researchStarting from September 23rd and will last until September 29th, the exciting content obtained and interviewed on that day will be conveyed in the form of short videos and texts every day as in the past, so stay tuned!
I still remember that a few days before setting off for Guiyang, a certain brand employee left a message to the author: A business colleague said it was cold over there, so you should bring thick clothes with you. The heart-warming reminder made me suddenly feel that I had given so little help to others, but received so much help myself. With a grateful heart, I tried every means to realize my due value.
Finally, I have to say that GuiyangThis place is really wet and cold, but it is full of hope for development... p>
Author: Maoran
