Text/Hong Xiaochun
It’s a busy Monday again, and I believe the first job for most people today is to attend the weekly meeting. In fact, the weekly meeting is not only a summary of last week's work, but also the deployment of this week's work. This is the same intention as the China Ceramics Network launched the [Last Week's Highlights] series in 2020. It not only reviews the disturbing news events in the ceramics industry in the first stage, but also analyzes and discusses the future development possibilities of the building ceramics industry.
So what are the "big events" in the ceramics industry last week that are worthy of attention and thinking? Let's get to the point right away.
One
TOP Home Furnishing Alliance is established, is there a promising future for cross-industry alliances?
On June 5, the TOP Home Furnishing Alliance with the theme of "gathering momentum, creating change, and win-win" was officially launched and the global online investment launch conference was successfully held at the Poly Intercontinental Hotel in Foshan. The alliance brings together Jinyi Ceramic Tiles, Xinhai Jialan Bathroom, Jiusheng Flooring, CBD Home, Huangpai Doors and Windows, and Sikexin Home Furnishing , Kefan Customization, Melkate, and Shenlia Sanitary Ware are the 9 leading brands in China's home furnishing industry. Representatives from nationally renowned stores such as Red Star, Juran, Yuexing, Fusenmei, Xi'an Daming Palace, and Huamei Lijia all gathered at the press conference, which instantly caused a stir in the entire home furnishing industry.
You may ask:Why do these brands want to join forces? What is the meaning of alliance? TOP Home Furnishing Alliance summarizes the original intention of its establishment as - Integrate resources and complement each other's advantages. In terms of splitting, this alliance model has approximatelyThree functions: ① Break the traditional corporate marketing model and use Internet thinking to transfer and superimpose the respective brand values to each other; ② Help more brands to spread under the existing traffic for their own specific circles with common attributes. ; ③ Integrate the circle relationship links between brands to realize the fission and realization of private domain traffic between people.
Prior to this, Jin Yitao had reached a cooperation with Yalan Mattress. The two parties jointly launched a joint gift in June 2019, officially launching a joint brand campaign. One is a representative of modern antique tiles in the ceramic industry, and the other is a 53-year-old mattress brand born in Kowloon Tong, Hong Kong. The positioning and audience of the two are highly consistent, so resources can be maximized. Until now, Jinyitao and Yalan Mattress have maintained a close linkage. It can be seen that Jinyitao's thinking in the alliance field has long broken through the norm, which is why it has become the only ceramic tile brand in the TOP home furnishing alliance.
The era of fighting alone has become a thing of the past, what is needed now is to stay together as a team. But with so many alliances ups and downs in the home furnishing field over the years, how can we make alliances more effective and lasting? At the press conference of the TOP Home Furnishing Alliance, Zhang Chuanxi, executive director of the All-China Federation of Industry and Commerce Furniture and Decoration Chamber of Commerce, used a story to tell the keynote - cross-industry alliances need altruistic thinking. . Zhang Chuanxi said: "We are also having a banquet at two tables, fighting for the table that puts more food into their own bowls. Although everyone is devouring it, they are still sallow and thin; At the table, everyone is graceful and elegant and their faces are glowing with food. "If you only think about self-interest in everything, the alliance will be meaningless.
The author recalls that I have seen various cross-industry alliances in the terminal market, but very few of them have really done well. Merchants in the alliance are more likely to have altruistic thinking. few. Hu Yu, the Suzhou dealer of Jiajun Ceramics, as one of the initiators of the Yuanfa Golden House Business Alliance, increased investment in the expansion of decoration stores in 2019, and A 120㎡ 1V1 suite experience space has been created in the new exhibition hall.All brands in the alliance can apply their own products to this space. Hu Yu said: "In the future, consumers will not only visit tile stores, they can also buy curtains and lighting here just like visiting IKEA." At the same time, the author also learned that Suzhou Jiajun The design of the new ceramics exhibition hall also takes into account the convenience of providing a venue for alliance meetings and events. This is a true case of safeguarding the interests of the alliance, and it also gives people hope in the monotonous alliances of different industries.
II
Zhaoqing held a coal-to-gas conference, where is the road to environmental protection improvement?
On June 3, the director of the Guangdong Provincial Department of Ecology and Environment led a research team to Zhaoqing to investigate the “coal-to-gas” transition of the ceramic industry, and held a meeting in the construction ceramics industry "Coal-to-gas" work site symposium. At the meeting, the working group listened to the reports from the responsible comrades of the ecological environment departments of Foshan City, Jiangmen City, and Qingyuan City on the "coal-to-gas" work of local ceramic enterprises.
Lu Xiulu, director of the Provincial Department of Ecology and Environment, said at the meeting that we must unswervingly promote the "coal-to-gas" work in the ceramic industry, learn from and promote the experience and practices of Zhaoqing City, constantly improve supporting policies and measures, and provide correct assessment and evaluation. Provide incentives to help companies take this opportunity to accelerate transformation and upgrading.
Chen Huanze, president of the Guangdong Provincial Ceramics Association, said that the ceramic industry is actively following the requirements of the provincial party committee and the provincial government and working hard to complete the coal-to-gas conversion. At the same time, Chen Huan also reflected on the difficulties and problems encountered during the implementation process, such as poor infrastructure and imperfect mechanisms, resulting in insufficient gas security.To be further implementedetc., it is hoped that the province and local governments will effectively resolve this issue.
At the meeting, Chen Huan also put forward three suggestions: ① Build a natural gas trading center system and mechanism to avoid monopoly operations, implement pilot projects for direct or quasi-direct supply of natural gas, stabilize natural gas prices, and actually reduce gas costs; ② Seek truth from facts to solve the problems of enterprises Difficulties, support the good and the strong, and support the healthy development of the industry; ③ The use of natural gas in the ceramic industry does not solve all environmental protection problems, and the industry needs to continue to do a good job in environmental protection.
Ye Delin, chairman of New Pearl Ceramics Group, also attended the symposium and expressed the hope that the government will further strengthen support for real enterprises. The biggest concern of many people in the industry about switching from coal to gas is the substantial increase in costs; coupled with the unstable supply of gas sources, if the ceramic production line only uses natural gas, the production capacity and efficiency will be It was a big hit. This year, various regions have also introduced subsidy policies for the conversion of coal to gas for ceramic production lines (some areas will reward 500,000 yuan for completing the transformation of a production line); but some people still complain that this subsidy model is suspected of being flooded, and what production companies are more eager for is lasting , precise and efficient subsidies.
Even if the coal-to-gas switch is completed "one size fits all", it will not solve the environmental problems of ceramic production. The so-called clean production requires the overall planning of coal, gas, electricity, renewable energy and other energy forms; if gas is suitable, gas will be used; if electricity is suitable, electricity will be used; if coal is suitable, coal will be used; otherwise, there will be The problem of widespread unemployment among gas station workers. Dr. Yin Hong even joked in his commentary column: "The mining and application of coal will not only improve my country's coal application technology level, but also increase many employment opportunities and at least reduce some street stalls."
三
Small store model is popular, ceramic tiles areNot a fan of asset-light operations?
Recently, Eagle Ceramics officially released a tweet about Eagle Store. It is understood that In 2020, Eagle Brand Ceramics will begin to focus on the layout of Eagle Brand stores, and at the same time launch a new new retail model. In the promotion of Eagle Brand Store, the author summarized the following five highlights: ① The minimum area of the exhibition hall is 50 square meters; ② A store can be opened with a small investment of 100,000 yuan; ③ Delivery from the central warehouse, no inventory pressure; ④ Quick store installation in 45 days There are also decoration subsidies; ⑤ It can be easily operated by two or three people with digital marketing tools. Looking at it this way, with various policies of manufacturers, it may no longer be a dream for ceramic tiles to achieve asset-light operations.
When sorting out the agent information of the China Ceramics Network Investment Helper Platform, the author clearly felt that since 2020, the number of agents with no experience and low investment amounts has increased significantly. So will a business model like Yingpai Store be their specialty? (This question is more suitable for people who are preparing to set up stalls and start businesses)In fact, agents are not familiar with this model The degree of acceptance can be seen from the investment results.
On May 26, the 2020 Oceano Ceramics Smart Marketing New Model Wealth Summit was successfully held. 63 new dealers were signed on the "cloud investment promotion" event, and the investment results were enviable to others. In fact,Oshennuo Ceramics Smart Store has already achieved a lot of success in several previous investment promotion meetings. In mid-April, Oceano Ceramics held a live online investment promotion meeting for smart franchise stores, and won 200+ franchisees within 2 hours; at the end of March, Oceano Ceramics held a smart franchise store online live investment fair The online live investment promotion meeting for franchise partners also successfully signed 114 contracts...
It is undeniable that "big brand + small investment&rd"quo;The style of joining is really tempting. After Oceano launched the smart store model, Taiyuan Jinxiu International Oceano decided to renovate and upgrade the exhibition hall into a smart store. According to its dealer Xie Xiaoxi: "In the more than three months since its official opening in 2020, our store has accumulated 237 groups of visitors, with an average of 21 groups of visitors per month. We have successfully completed 10 sales, ranking among the distribution sales rankings in Taiyuan City, Shanxi Province. Second."
Ceramics companies have established central warehouses and branches in various places, and big brands are sinking channels. China Ceramics Network has clearly noticed this when visiting terminal markets in the past. Coupled with the impact of this year's epidemic, the big business model has declined, and the way for ceramic companies to expand the market has been even more restricted. When these big brands begin to set up marketing centers in various places to serve small businesses and use small store models to penetrate into third- and fourth-tier cities and even counties and towns, other brands may not be able to catch up with this expansion speed even if they are riding red rabbit horses. So,Even big brands are accelerating, how can small brands overtake them?
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The above is the discussion and thinking derived from the three major events in the industry last week. Everyone is welcome to leave your opinions in the comment area.
