Recently, news that Jinan Juranzhijia Beiyuan store suddenly closed has attracted widespread attention. It is understood that the store has suffered serious losses due to the impact of the COVID-19 epidemic and has officially ceased operations on July 31. At the same time, merchants are required to remove all goods, facilities, and items from the stalls. Since the Easyhome Beiyuan store was closed at short notice, some newly renovated merchants suffered heavy losses.
In recent years, large-scale home furnishing stores and terminal building materials merchants have faced severe challenges in terms of profitability. Home furnishing and building materials stores and building materials stores have ceased operations, closed stores, and closed down one after another in various places. According to incomplete statistics, from 2021 to the first half of 2022, a total of more than 34 home building materials stores and building materials markets have been closed, demolished, or relocated across the country. The phenomenon of large-scale building materials market withdrawal had already appeared before 2018.
With the changes in the market, more and more ceramic tile dealers who previously focused on wholesale have begun to transform into brand management, either entering high-end stores or building independent stores. From 2018 to the present, the market channels of the building ceramics industry have undergone tremendous changes, from a single traditional dealer channel to gradually developing multiple channels such as dealers, home decoration, decoration, designers, and engineering in parallel. In different regions, the distribution of the ceramic tile market, the development of channels, and the strategies of dealers of different brands have different presentations.
More than 500 dealers in 17 cities in 5 years
Witness the tremendous changes in the ceramic tile market
In 2018, in order to clear up the market fog, listen to the voices of dealers, understand the needs of consumers and grasp the real situation of the ceramic tile terminal market, China Ceramics Network launched an in-depth research activity on the ceramic tile terminal market for the first time as an industry media , enter the market, approach dealers and consumers with a sincere and simple original intention. This is the origin of the "Tao Xing China" national ceramic tile and rock slab market research project of China Ceramics Network.
The first stop is Hangzhou. The Hangzhou ceramic tile market in 2018 is just like the "unpopular" World Cup that year. The third- and fourth-tier regional markets are obviously better than the first-tier markets. The channels are divided into engineering, decoration and store channels. The ceramic tile consumer group gradually tends to be in the late 80s. , Post-90s.
The second stop is Shanghai. The ceramic tile market in this international metropolis mainly presents the followingCharacteristics: "Savvy" consumers, high operating costs, large market capacity, wide radiation range, strong brand effect, strong designer channels, aggregation of imported brands, etc.
Time: June 2018
The investigation team then visited three cities: Wenzhou, Nanjing and Xuzhou. The supply of ceramic tile brands in the Wenzhou market exceeds demand, and the homogeneity of ceramic tile products is serious. Although consumers have weak brand awareness, they pay great attention to the cost performance and merchant services of ceramic tiles. The whole home improvement channel has huge potential. At the same time, dealers’ labor costs, rents, and service fees Various operating costs continue to rise. Nanjing's ceramic tile market has a large capacity, with more than 200 ceramic tile brands, mainly distribution channels; dealers have high operating costs and fierce competition, and the market is facing a reshuffle. The ceramic tile market in Xuzhou is at a point where new and old brands are replacing each other. Dealers are changing brands at an alarming rate, and the brand they choose is the most important product.
Time: May-June 2019
Subsequently, the investigation team spent 20 days visiting three cities, Wuxi, Changzhou and Suzhou, and obtained an overview of the ceramic tile markets in the three places: Wuxi's ceramic tile brands "competed" fiercely, showing a state of big fish eating small fish. Dealers are under great pressure; Changzhou's ceramic tile market has parallel development of assembly, distribution, store retail, and engineering channels. Both assembly and engineering channels are very large, and competition between brands focuses on service; there are many building materials stores in Suzhou, and dealers' Warehousing is unstable and often faces relocation problems. Channel sinking and refined services are very important in the operation process.
Time: July-August 2019
In the second half of 2019, the investigation team continued to move forward from Fuzhou, Xiamen to Qingdao, Yantai, and Jinan. From the perspective of optimistic and diligent Fujian dealers, the shrinking market and fierce competition in the existing market are not reasons for poor business. Long-term focus on brand and channel cultivation, and establishing professional configuration and services are the magic weapons for them to break through. In the Shandong ceramic tile market, dealers still face many difficulties, but they seek innovation and change, and have achieved results through deep cultivation of retail channels, cooperation with different industries, and efforts in design and marketing.
Time: September 2019
Time: November-December 2019
In 2020, the investigation team overcame the difficulties caused by the COVID-19 epidemic and visited Hangzhou and Guiyang to discover the truth about the local ceramic tile market. Compared with 2018, Hangzhou's home building materials stores are still very active, store rents remain high, and slate has begun to explode in the terminal market, entering the range of choice for mid-to-high-end consumers. Guiyang, which has a low ratio of house prices to finely decorated houses but strong spending power, can be said to be one of the best ceramic tile markets in the country. The local home decoration industry is mature, forcing dealers to transform and upgrade, improve channel development capabilities and service capabilities, and personalize products. , Customization has become a trend.
Time: September 2020
In 2021, the investigation team also overcame the inconveniences caused by the new crown epidemic and successively investigated the ceramic tile markets in Chengdu and Chongqing. The ceramic tile market in Chengdu shows the phenomenon of brand polarization and home building materials market polarization. There are many large merchants and the phenomenon of cross-selling is serious. Consumers pay attention to the brand and origin of ceramic tiles and have a high degree of acceptance of slate. The retail channels of Chongqing's ceramic tile market are still strong, but copycat brands are alarming, the ceramic tile market has shrunk severely, and finished product delivery has become a trend.
Time: May 2021
……
From June 2018 to the present, China Ceramics Network's "Tao Xing China" national ceramic tile and slate market survey has gone through Hangzhou-Shanghai-Wenzhou-Nanjing-Xuzhou-Wuxi-Changzhou-Suzhou-Fuzhou-Xiamen-Qingdao-Yantai -Jinan-Hangzhou-Guiyang-Chengdu-Chongqing 17 stations. Along the way, the investigation team measured the national ceramic tile market with their feet, carefully collected front-line information, and reflected the real situation of the terminal, which was full of gains.
Catch industry development trends
6 major indicators reflect the real situation of the terminal
Since September 2021, the chain reaction caused by the "Hengda Thunderstorm" incident has continued to spread and ferment. Ceramic companies have been hit hard in developing centralized engineering procurement channels, and then shifted the focus of channels to dealers and home decoration , assembly and other channels, especially the retail channels led by dealers. In terms of market development and channel maintenance, in order to formulate strategies that match the local market, ceramic companies and dealers need to understand the true current situation of the ceramic tile market across the country. At the same time, the real ceramic tile terminal market situation is also a kind of valuable data for the building ceramics industry, which can reflect the development status of the industry.
In order to restore the development status of the ceramic tile end market, China Ceramics Network will once again launch the "Tao Xing China" national ceramic tile and slate market survey project in August 2022, and will go deep into the ceramic tile market across the country as a mainstream media with 20 years of experience in the ceramic tile industry. , communicate and dialogue with ceramic tile brand headquarters, regional dealers, decoration companies (decoration companies), designers, and large building materials manufacturers, and obtain the true status of the national ceramic tile and slate market by collecting and analyzing data, providing information for the industry, brands, and dealers Make reasonable suggestions.
China Ceramics Network has completed visits and surveys of the tile and slate markets in 10+ cities in five major regions (East China, South China, Southwest, Central China, and North China) this year. Through truly objective market research, it has collected big data on the national tile and slate market. , establish a Chinese ceramics market database, and interpret the market truth of Chinese ceramic tiles and slates.
China Ceramics Network will reflect the true situation of the ceramic tile market across the country through the following six major indicators:
(1) Understand the market structure, sales status, and strategies of each ceramic tile (slate) brand.
(2) Obtain the terminal sales situation of ceramic tiles (rock slabs) in major regions across the country, including multi-channel information such as strategic procurement, headquarters engineering, retail, assembly companies, decoration companies, designers, and regional projects.
(3) Understand the operation status of major building materials markets across the country and the operation status of major building materials merchants across the country.
(4) Understand the response of ceramic tile (rock slab) products in the market, including specifications, colors, and categories, function, application space, fashion trends, decoration style, etc.
(5) Understand the current situation, needs and pain points of dealers in terms of brands, products, channels, sales, profits, etc.
(6) Understand the distribution and operating conditions of decoration companies, decoration companies, and designer groups in major regions across the country, as well as their impact on ceramic tile sales.
Don’t forget your original intention and keep your mission in mind; start again and forge ahead. "Tao Xing China" National Ceramic Ceramic Slab Market Survey III is launched, so stay tuned!
