Foreword
The time will always come stubbornly, and it is the terminal market research period (July 19th to July 25th in Wuxi, July 26th to July In Changzhou on the 31st, in Suzhou from August 1st to August 8th, and finally the implementation of the "One City, One Activity" Suzhou-Wuxi-Chang Station).
If there is anything I want to say, it would be thanks. Especially the terminal channel dealers need to be thanked, because in an era where "leftovers" are king, everyone's time is precious, but they will all be in a hundred I took time out of my busy schedule to assist in research and accept interviews; and also thank you to the "comrades" in terminal research. In the past, each city required one-on-one interviews with more than 30 people and a "one city, one event" within 10 days. This time "Su-Wuxi-Changchang Station" requires one-to-one interviews with more than 60 people within 20 days and the implementation of a "one city, one event" - the numerical goal is not to flaunt the weight of the research task, but to let everyone see our intentions and our true every step footprint, the value we want to create for the industry. I still remember this sentence in the documentary "Awesome, My Country" - "Mission calls for responsibility, mission calls for the future", this is also the value of online media in China’s ceramic industry.
Wuxi Tile Market
5 points
1/Shopping Mall
The building materials market in Wuxi City is relatively concentrated. It was once called "the city with the largest building materials market in the country" by local ceramic tile distributors. The main reason is that the local area is not large (5 municipal districts and 2 county-level cities). The total area of Wuxi is 4627.47 square kilometers), but the concentration is represented by Xihu Road. Before 2018, there were such companies as Huaxia Home Furnishing Port, Yuexing Home Furnishing, China Storage, etc.Building materials market. Huaxia Home Furnishing Port is recognized as the most representative and mature building materials market; there are three Red Star Macalline stores; and there are two Easyhome stores. Among them, the Wuxi Jincheng East Road store is the first directly-operated store by Easyhome in Jiangsu. store, and the original Famous Brand City also had a certain age in the local market, but it was "renamed" to Juran Home in 2019; another old building materials market, Zhongchu Building Materials Market, was demolished at the end of September 2019, and the original Building materials dealers are mostly mom-and-pop shops, and most of them do not choose to go to high-end stores, but move to the Textile City area. In this way,there are at least 15 large-scale building materials markets selling ceramic tile products in Wuxi City.
Wuxi Zhongchu Building Materials will demolish the "notice board" at the end of September
2/House Price
High-tech is the best-developed industry in Wuxi, so there are many elite talents from other places. Generally, the salary of migrant workers is 5,000~15,000 yuan/month. The pace of life is slower than that in Suzhou, and there is a certain amount of spending power. . The area of small apartments is 90~120㎡, and the area of large flats is 130~400㎡. The price is 16,000~40,000 yuan/㎡, which is a slight increase compared with 2018 (the doubling growth period was from 2016 to 2017, when the average The price is less than 10,000 yuan/㎡), and the proportion of finely decorated houses is 40% (not many compared to cities in Jiangsu). According to a ceramic tile channel dealer that mainly serves high-end customer groups: Nowadays, the quality of villa bricks is declining. In the past, the price of bricks for small-area (township) villas could reach 20~ 300,000 yuan/unit, now it has dropped to 150,000 yuan/unit, especially in 2019. Firstly, it is due to the impact of the overall market environment, and secondly, the vicious competition among merchants. Price transparency.
Wuxi Huaxia Home Port
3/Brand
“The whole market is in a state of big fish eating small fish. No one has taken over the better brands such as SMIC and Nobel. Nobel has also set up local warehouse services.Peripheral distribution. "——According to an insider who did not want to disclose his last name. According to the author's local research in Wuxi in 2017, I learned that the ceramic tile companies that do well in the local market include Marco Polo, Huiquan Mercure (under the subsidiaries of L&D, Tedi, etc.), Xinxin Zhongyuan, Dongpeng, Guanzhu, etc. However, in 2019, many people who entered the local market said: There are no more companies that have done better in the local market. A good brand. “Everyone thinks that Wuxi’s ceramic tile market is very large, but only after detailed analysis, we know that it is actually very small, because Jiangyin City below Wuxi, etc. Each locality has its own market. In order to grab the 3.5 million permanent residents in Wuxi urban area(According to official government statistics:As of the end of 2018, the city’s registered population was 4.9721 million People) market, brands are fighting each other, and the pressure is very high. The entire market volume is about more than 2 billion (including project volume). The best Marco Polo ever sold was 60 million units per year (previously 100 million units per year), Dongpeng had annual sales of 60 million units, Huiquan (which operates Wuxi's Weimei L&D and Te Te) had annual sales of 60 million units, and the remaining brands were all Mostly 10 million. Shandong bricks with non-brand recognition concepts still have a market here. "It is reported that the price of Shandong bricks - the price of 600×1200㎜ products is 80~90 yuan/piece, while the same specification of Foshan bricks is 200 yuan/piece.
Wuxi Hongyang Home Furnishing
4/Style
Although Wuxi is a second-tier city, it surpasses new first-tier cities such as Nanjing and Suzhou in home decoration trends. Consumers have advanced sense of smell and are more likely to be in line with international standards. Modern minimalist style has been popular in 2017, and now modern light luxury style is popular. Gray tiles are very popular (A certain marble tile brand has gray tiles Accounting for 80% of sales). Chinese people have no standard understanding of style compared to foreigners, but in Wuxi designers have the final say. Of course, the elite will have their own understanding.
5/Environmental Protection
Due to the implementation of environmental protection policies, the original processing plants are moving out (to suburbs or villages 10 kilometers away). If there is no environmental impact assessment, they will be shut down directly. The original processing plant is in the ceramic tile warehouse Nearby (in the first half of 2018), the processing fee was 2.5 yuan/㎡. Now because the processing fee has risen to 3.5 yuan/㎡some ceramic tile brand operators who do not have independent processing plants are also reducing or reducing costs for processing plants. The cost and headache caused by moving away from the vicinity of the warehouse.
Wuxi ceramic tile brand
7 people expressed
1/
Time: 16:00 on July 18th
Interviewer:Mr. Su, General Manager of Wuxi Dajiaolu Super Wear-Resistant Marble Tile(Special request not to write full name)
Classic sentence: "We have no retreat, just one word: do it."
Wuxi Dajiulu super wear-resistant marble tiles exhibition hall
"I have been operating Big Horn Deer super wear-resistant marble tiles for 6 years. I currently have a team of 20 people, and the brand foundation is not bad. In the field of marble tiles, Big Horn Deer super wear-resistant marble tiles have established a good reputation in the local market. Our IP image is recognized by the market in terms of product colors and specifications. The 600×1200㎜ product sales are the best, while the 900×1800㎜, 1200×2400㎜ and 750×1500㎜ ceramic tiles are our differentiation. Advantages. We are targeting high-end groups, such as large flat floors above 160 square meters (the price of bricks is 60,000 to 100,000). The overall market environment is not good. Compared with the previous two years, the brand needs more. Accurate positioning and clear circles There is no clever trick, we still need to be down-to-earth, maintain the circle well, increase revenue and reduce expenditure. ”
2/
Time: 9:00 on July 19th
Interviewer:Su Hongmei, General Manager of Wuxi ICC Ceramics
Classic sentence: "The so-called brand is not only recognized by the common people, but also must reach the level of unanimous recognition by peers to be a real brand."
Su Hongmei, General Manager of Wuxi ICC Ceramics
"Since I started the ICC ceramic tile brand in 2015, I have been constantly making rectifications to the showroom in response to market demand, including two major renovations and three semi-renovations. Because I believe that consumers will follow our guidance And gain the improvement of aesthetic energy. At present, more than 60% of our customers are villa-level customers.Although the retail sales of the entire market have shown a cliff-like decline since the second half of 2018, quality customers are still there, and mid-to-high-end customers have been blind from the past. Buying expensive materials has turned into a real demand for personalized customizationMany brands cannot withstand the scrutiny of the times because they are purely based on profit-making and can only provide good services and guidance among customer groups. Only through accumulation and accumulation in the market can you get it through giving up. Wuxi is a warm soil. As long as you work hard, it will not make you leave sadly. ”
3/
Time: 10:00 on July 19th
InterviewPerson:Hua Min, Executive Deputy General Manager of Wuxi Huaxia Home Furnishing Port
Classic sentence: "To achieve scale effect, stores must know how to make blood, take it from the people and use it for the people."
Hua Min, Executive Deputy General Manager of Wuxi Huaxia Home Furnishing Port
"Wuxi has a good business atmosphere and a wide radiation range, so not only building materials and home furnishing stores are willing to be stationed here, but other home appliance industries also attach great importance to it, such as Suning, Gome, Jingdong Plaza, etc. Wuxi currently has 60% The above-mentioned high-end consumer groups will go to Huaxia Home Furnishing Port to purchase building materials, and the ceramic tile brands in the store are also mid-to-high-end. There are 10 imported ceramic tile brands. Because of the upgrading of consumption, the sales volume of imported building materials and home products has increased. They are all showing an upward trend. Our second-phase home furnishing pavilion has an import pavilion with a floor height of 8 meters. In the overall environment, the support we provide to merchants is more reflected in marketing efforts. For example, strengthen the interactivity of merchant activities and expand merchant channels. For example, on the designer channel, there will be a designer event named after imported home furnishings in September. At the same time, we also encourage merchants to go global—— Although the rent increases by 3~5% every year, the store is always fully occupied. ”
4/
Time:11:00 on July 19th
Interviewer:Wang Ruijin, General Manager of Wuxi Xinzhongyuan Ceramics/Song Dahua, General Manager of Xinzhongyuan Huaxia Store
Classic sentence: "No matter how high the marketing level is, it is better to produce a good product."
Wang Ruijin, General Manager of Wuxi Xinzhongyuan Ceramics(1 from right)/Song Dahua, general manager of Xinzhongyuan Huaxia Store (1 from left)
"Wuxi has 88 real estate projects decentralized this year, which is an improvement compared to 2018. Xinzhongyuan Ceramics originally had 4 stores in Wuxi, but now only 3 are retained, 70% of which are decoration companies and designers Channels, 30% of which are retail and engineering, cooperate with almost all well-known decoration companies in Wuxi, such as Longfa, Red Ant, etc., reaching more than 20 companies. In the first six months of 2019, we feel that the market has not changed much, but Big changes occurred in July. With the difficult market situation, we need to maintain the original channels and provide the best service; seize engineering projects; do WeChat marketing (in the past case, it took 13 days). 1,200 orders were closed, but it was not ideal because the subsequent digestion was very painful). No matter how bad the market is, there will still be business, and we must face it with confidence. " span>
5/
Time: 14:00 on July 19th
Interviewer: Zhang Jincai, manager of Wuxi Qianghui Ceramics Huaxia Home Furnishing Store
Classic statement: "A well-made brand must be run by a team, and the team includes manufacturers working together."
Zhang Jincai, manager of Wuxi Qianghui Ceramics Huaxia Home Furnishing Store
“Behind Wuxi Qianghui Ceramics is an overall building materials and home furnishing company. Our boss Mr. Fang (Fang Kun, chairman of Wuxi Yuansong Building Materials Co., Ltd., who cannot be interviewed due to business reasons) has been in the building materials industry for more than 20 years. In addition to ceramic tiles, he also There are bathrooms, etc., and there is also a Qianghui Decoration Company that serves VIP customers. The half-inclusive price is 600 yuan/㎡, and the full-inclusive price is based on the materials selected by the customer. In the first half of this year, the hard-decorated houses began to have an impact on us, so we currently pass the price. Do a good job in decoration; sort out the product line and do a good job ofresettlement house customers (there are many resettlement houses around Wuxi City, and some people can be divided into 3 to 4 houses). They like to use bricks for walls and floors, and they will not be too serious. The service is effortless; in addition, for original customersCustomer groups will provide the best service. ”
6/
Time: 15:00 on July 19th
Interviewer:Zhi Guoqiang, head of Jiangyin Grace Ceramics Wuxi Branch
Classic sentence: “In the past few years, we could count the top brands in the local market, but now we can’t. It’s even more difficult for big brands to have big plates.”
Zhi Guoqiang (right), head of Jiangyin Grace Ceramics Wuxi Branch
"We are quite special. Our headquarters is in Jiangyin (operating brands such as Nobel and Grace). Wuxi Grace is our branch. Even the warehouse is in the Jiangyin headquarters. The company covers an area of 50 acres of land, an office building of 5,000 square meters, and two standard factories. Because of our special advantages, we did well in the project before 2015, but there were no more later because the profit margin of distribution was not large. , they will automatically quit. There has been a trend in the past few years, which is that bathrooms have replaced floor tiles with 800×800㎜ specifications. This is a trend driven by consumers. To build a good brand in Wuxi, you still need to have good product designs and colors, and update them quickly ”
7/
Time:16:00, 7th 19th
Interviewer:Mu Kaiwei, general manager of Wuxi Shunhui Ceramics
Classic sentence: “‘Men are afraid of enteringWomen are afraid of marrying the wrong man if they are in the wrong profession, so no matter how difficult the market is, there is no way to change careers and they must persevere. ”
Mu Kaiwei, General Manager of Wuxi Shunhui Ceramics
“Wuxi consumers have advanced aesthetics, and so have ceramic tile dealers. Some people once said that the sales volume of Xihu Road can rank among the top three in the country. For example, in the Zhongchu Building Materials Market, no matter what brand, there is 500 square meters. Most of the operators currently active in Wuxi's ceramic tile industry are around 40 years old. At least it was easy to make money in the past, but it is now more difficult than in the past to make good brands. It has a good strategy and has brand awareness and reputation. Brand reputation makes consumers feel comfortable. For example, the 'Top Ten Ceramic Brands' awards awarded at the Great Hall of the People in Beijing are all authoritative. ”
The "Top Ten Ceramic Brands" medal in the dealer's showroom
On the edge of Taihu Lake, you can feel the warmth of Wuxi through the ceramic tile distributor.
The above is part of the market information obtained by the "Su-Wuxi-Chang Station" research team within 30 hours in Wuxi. Please stay tuned for subsequent updates.
China Ceramics Network News (Author: Yi Ya)
