Nanan stone industry lacks high-end products to call for "point gold"

Abstract Some people have referred to the wells and heads of Nan'an as “stones”. Although it is a joke, it makes sense. Shijing, Shuitou and Guanqiao are now the world's largest stone processing and distribution bases. However, compared with the history of European century stone processing,...

Some people refer to the stone wells and water heads of Nan'an as "stones". Although it is a joke, it makes sense. Shijing, Shuitou and Guanqiao are now the world's largest stone processing and distribution bases. However, compared with the history of European stone processing in the past century, China's large-scale stone industry has only a history of about 15 years. It is accompanied by the rapid development of talents, talents, technology and experience. It is extensive management and environmental pollution. Heavy order production, light brand building. The transformation and upgrading has become a common problem faced by the stone industry. How will Nanan Stone Enterprise show its new image and vision after the second venture?

Selling products into selling art

The appearance of buildings with black and gray as the main color, coupled with the strong modern style, people will not associate it with stone processing enterprises. Entering the Yingliang Group Company, it seems to enter the Cultural and Creative Park. In the "No. 5 Warehouse Life Experience Museum", the reporter was like Liu Wei who entered the Grand View Garden and was dazzled. The beautiful jade stones from all over the world are collected here. After the cutting and planing process, the natural color and texture are more "heroic". Many plates are a wonderful picture, a precious one. artwork. In the living experience area, a table with a magnet-like color is particularly eye-catching. It is said that the stone is made of iron in Brazil and has a very high hardness. The technician took 20 days to cut the sheet.

Looking at the market from the product, this company is taking a high-end route. Liu Liang, president of Yingliang Group, made such an analysis to the industry: in the past few years, the market supply was less than demand, and there was no need to spend money on marketing. Now, if manufacturers are like forests, enterprises must survive and develop, and they must be subdivided into high-end and low-end. Find the blue ocean that suits you. Yingliang Stone has positioned its products in the quality of art, which is a data change in the domestic consumer market. High-end products are mostly used in high-end apartments, luxury houses, hotels, clubs, but there is no problem in entering ordinary people's homes. The residential buildings that are popularly decorated may be full of splendid art stones in the living room, so the potential market is huge.

Stone must have high added value, in order to make the sale of stone into selling art, Liu Liang has been a "ambition" for many years: the release of stone fashion color. At present, the release of popular colors is in the hands of several major international stone giants. In fact, publishers also hold pricing power. The Quanzhou stone industry is still in the “manufacturing stage”. The difficulty lies in the fact that the design strength is not strong. In the future, talents must be trained to advance “creation”, and high-end products must create uniqueness. The goals he set for his own business are: aiming at the international, overall tracking, and partial transcendence.

Selling products is also selling "waste"

When visiting the “No. 5 Warehouse”, one of the giant Quanzhou ancient city style paintings composed of different colors of gravel attracted the attention of the reporters. Without the use of brushes, the “woven” stone is a painting, and the traditional religious architecture in Europe has long been used, but it is so colorful and unique. Li Zesheng, a senior craft artist at Lemisjia, is a master of gravel painting. He said that at the beginning, foreign customers sent styles, and they continued to draw hoists and earn processing fees. Most of the earliest work is geometric figures, familiar, and I feel completely innovative. The reporter mentioned the gravel paintings unearthed in Mersin, Turkey. Li Zesheng said that the works we produced are more gorgeous, because the ancient Italian and Turkish stone varieties are not as rich as today's water heads. He traveled all over the world and was accustomed to the strange mountains and stones. He is proud that the world's stone varieties can be found in his hometown, which provides his company and creative team with a very broad space for development.

Using gravel to paint and transforming the waste into works of art, the added value of the gravel is undoubtedly a rebirth, and the value before and after is far different from nature. However, after all, painting requires art conservation. The average worker is not competent. The production process is also slow and arduous. The digested gravel material is insignificant to the total amount of gravel and stone powder produced annually in the Nanan stone industry. Recycling the main force is a series of new building materials. The reporter has seen several new energy-saving materials: autoclaved aerated concrete blocks - stone powder, siliceous materials, calcium materials as the main raw material, high temperature and high pressure to form blocks; stone wood floor - 80% stone powder plus plant fiber Adding modifier synthesis; external wall dry hanging board - 75% stone powder plus plastic plus modifier synthesis; energy-saving heat insulation tile - 70% stone powder plus plastic plus modifier synthesis. According to reports, Shuitou Stone Enterprise undertakes the construction of building materials made of stone powder in 13 African countries integrated with aided by the Ministry of Commerce.

In the exhibition hall of Pengxiang Industrial Co., Ltd., if the general manager Wang Liangri kept pointing, the reporter could not imagine that the home improvement stone was made of stone powder. These pattern specifications look like tile products, will there be sanding and fluffing? Wang Liangri said that these products are no different from the stone in quality. The surface of the tile is easy to wear. The stone powder bricks are inside and outside, and they can be glued and repaired. The corners are cut and turned, which is better than natural stone. Five years ago, Pengxiang Industrial learned that the Italian counterparts have used the stone powder for 50 years, and they have invested billions of dollars to introduce the production line. I did not expect the Italian side to resolutely not sell. This in turn inspired Wang Liangri's determination. He used the relevant scientific research strength of Shanghai to introduce Italian technicians, research and develop on his own, and continuously improved. The equipment has reached the world's advanced level. According to Huang Lixin, director of Nan'an Environmental Protection Bureau, there are 135 stone crushing stone comprehensive utilization enterprises in the region, with an annual output value of more than 1.5 billion yuan. The comprehensive utilization rate of stone crushed stone reaches 75%. Pengxiang and Zhongtai Stone are recognized as Provincial-level circular economy pilot. The Beijing Changhe International Stone Powder Comprehensive Utilization Project with a total investment of 2.3 billion yuan was signed into the Yongquan Mountain Ecological Technology Industrial Zone last year. It is estimated that the first phase of the production line will be able to digest 500,000 tons of stone powder every year.

Selling products and selling lifestyle

"First-class companies make standards." At this point, the reporter had a deeper feeling in the conversation with Yang Jialiang, the general manager of Xindongyuan Stone Industry Co., Ltd.

The functional design of the Xindongyuan office building in the Nanlian Industrial Zone of Guanqiao is more like a creative studio. The owner of the company is Yang Jialiang and his brother. The problem that Yang Jialiang thinks is more about the future. In the past, most of the stone enterprises did the concept of raw materials. What is most needed now is to introduce the concept of goods. It is necessary to understand what is a good product, and a product with a good market must be a lifestyle. Where is the difficulty in restricting the future development of the stone industry? standardization. Only standardized products can be produced and sold through industrial scale, and ultimately recognized by consumers.

Yang Jialiang opens a hardcover album and introduces his product ideas one by one. The cultural traditions within the male and female host influence the home decoration, and how products appeal to female consumers is crucial. Just look at the name of "Miloxi" stone brick: butterfly love flower, lilac flower, lucky flower, holy lily, etc., then look at the color, pattern, it is indeed the psychology of family women. According to his idea, when the company sells stone bricks, it must provide solutions to customers, so that she (he) can choose the home decoration style that makes him satisfied according to his personality hobbies. His so-called standardization is to create a recognition space, just like buying clothes, as long as it meets your personality hobbies and body characteristics, it is good to report the size of the model.

Xindongyuan's fist products are ultra-thin stone bricks, and the company has become one of the drafters of the national standard for ultra-thin marble. This seamless connection of stone and brick saves the cost of stone and makes standardization, labeling and branding possible. Yang Jialiang said that the company has applied for appearance patents for related products and their designs to protect intellectual property rights. Design creativity is the soul of the stone industry. Perhaps it is the respect and pursuit of cultural creativity. The “Milosi” stone brick of Xindongyuan has become a Chinese stone brick brand that is highly known among European architects.

In the interview process of several companies, the reporters heard the most is the confidence of the enterprise decision-making managers in the prospect of Quanzhou Stone Industry, and also felt their anxiety about improving their brand value. The first step is to change the concept; the improvement is to improve the quality and added value of the product. Nan'an has surpassed Guangdong Yunfu to become China's stone processing and distribution center. Shijing, Shuitou and Guanqiao are vigorously promoting enterprises to take the road of technological, high-end, brand, international and low-carbon. There are 745 existing stone enterprises, the import and export volume accounts for 40% of the country, and the export volume accounts for 70% of the national water head. The development goal is to build China's Carrara (Italian stone capital). Then, the Italians use reasonable quality and quality control. The unremitting pursuit, the deep thinking in the use of stone and life, the unique creativity in art design and branding are all good examples for Quanzhou stone enterprises to learn.

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