Gold nine silver ten terminal force ceramic sanitary enterprises hope to break the deadlock

After three months of the market's traditional off-season, the ceramic industry stepped into the “golden nine silver ten” with relatively strong demand. In response to this, some manufacturers have an expectation and are uneasy. On the one hand, the enterprises actively started the “Golden 9” campaign, fully deployed personnel in each sales area, heavily guarded the markets in the sales areas, and maintained the share of the end consumer market. On the other hand, enterprises are also afraid of the coldness of the market. Compared with the same period of previous years, promotion activities have been drastically reduced. In the sluggish industry, consumers have long been numb to the endless stream of promotions, and whether they have invested a lot of manpower and material resources to get enterprises to get the corresponding output. This year, companies are extremely cautious about this issue.

For the “Golden 9 Silver 10” market this year, Zhang Yichao, deputy general manager of Jin Yitao, believes that the situation in September may be better, and that the October holiday is not affected by optimism. However, the market has not actually shrunk to a large extent. The just-neededness still exists, but it has been suppressed to some extent.

The off-season is already light, and the busy season will be prosperous.

In the past, in June, July and August each year, companies launched new products, new brands, built new exhibition halls, used low season to do brand building and market expansion, and prepared for the “golden nine silver ten” and hard to practice internal strength. Off-season is often also the "busy season" and "innovation season."

This year, according to the reporter's understanding, many corporate activities in the industry have plummeted, and the promotion of new brands and new products is not enthusiastic. In fact, from the beginning of 2010, the prosperous season has made the industry a little quiet; in 2011, “Jin 9 Silver Ten” was dubbed the “Cu Jiu Jiu Ti Ten” by the industry; this year, the “frost” market that continued from the second half of last year The industry can hardly afford the spirit. Now that it has entered mid-September, the industry as a whole is still in a state of "crouching."

In the past months of June, July, and August, due to the impact of high temperatures, the electricity supply in many provinces and cities across the country entered the “summer peak summer” period, and ceramics companies that consume large amounts of electricity will also be affected. It is understood that last year Guangxi suffered the most serious power shortage in 20 years, the power gap was close to 30%, and ceramic companies were limited in electricity, and the output dropped significantly. Hunan, Jiangxi, and other provinces also suffered power cuts, and some ceramic factories were forced to stop production for maintenance.

In June, July, and August of this year, except for the short-term electricity shortage news in Hunan, there were no power shortages or power cuts in other production areas. However, the status of enterprises shutting down the kiln was not relieved by the power supply situation. Affected by the sluggish market and high inventory levels, news of the suspension of production and production stoppages in various production areas in the first half of the year was frequently reported. The total output of the industry increased compared to the same period of last year, but the growth rate slowed down significantly.

As the downstream industry of the ceramics industry, the real estate industry will affect the development and trend of the ceramic industry. In this regard, according to real estate industry analysts, today's real estate market, the so-called "golden nine silver ten" is also a lack of fineness, "golden nine silver ten" this statement in the industry is actually just a legend, more of a developer's wishful thinking. In fact, September and October are not the time when buyers are the most wealthy. Regardless of whether they are staying in a renovation, relocation is not the right time. For developers, September and October are the most appropriate for the entire year's payment and capital flow.

Affected by the traditional sales model, the ceramic industry is in line with the real estate market and is also preparing for the “Golden 9 Silver 10”. People in the ceramics industry generally believe that the next November and December, January and February of next year, I am afraid that the industry is a true "winter." It is expected that the peak season next year will begin around March.

The weakening of the overall "newness" efforts has given rise to a slice of the shrinking market. Many companies are looking to promote innovation and win market differentiation. Some industry sources stated that many companies are facing great pressure in the development of new products. Due to plagiarism, the protection system for intellectual property rights is flawed. Compared with foreign products, domestic “new products” are often short-lived, which also makes some companies In the tangled between innovation and non-innovation.

In spite of this, in the past months of June, July and August, there were still many new products and new brands launched, and it was common for companies to install or reinstall new products in corporate headquarters showrooms and terminal market showrooms. Compared with previous years, the industry’s overall “new "The strength is weaker.

Industry commentator Han Fuxing said that due to the "double surplus" (excessive housing, building ceramic surplus), "double regulation" (property control, economic regulation), "double transformation" (economic development model transformation, industrial development model transformation) This year, the pace of development of the industry has indeed slowed down. A little attention to the industry can be found, this year's overall innovation in the industry as compared to previous years. Han Fuxing also stated that the entire industry has been moving forward with technological innovation during the period of industrial change. As energy and the environment implement new standards, many companies are now doing technological innovation and innovation, and sales are also expanding into new marketing. The internet.

According to the Korean Revival, many companies are actively cultivating e-commerce models, as well as social marketing models and film and television marketing models this year. Jin Yitao's movie marketing model has achieved remarkable results. Another model is the engineering model and industrial model, which is promoted by decoration and decoration engineering companies and renovation and industrialization companies.

However, there are also industry experts who believe that the industry's innovation efforts are not weakened, but the direction of innovation has changed. With the launch of new products and new brands, the construction of new exhibition halls is a sign of prosperity and development during the period of rapid industrial growth. Now that the industry has entered the adjustment phase, innovation should focus more on an intrinsic, benign, and sustainable development model.

Terminal force, hope to break the deadlock property weakness, the market downturn, so that manufacturers and businesses are miserable. High inventory and low demand continue to suppress the development of the industry. In this regard, Zhang Nianchao said that this year the market will not shrink too much, but the supply and demand relationship has undergone a structural adjustment. In the face of a sluggish market, the strain on manufacturers will be more flexible, and the days of terminal agents may be more difficult.

Many companies are also aware of this. In understanding some of the company's development strategies, some companies said that this year is a year for companies to "go for survival." They will put more energy into the terminal and do real things.

In September, for the opening of the “Golden 9 Silver 10”, the promotion power of the major building materials categories was relatively increased, but there were not many large-scale single-field events, and more were based on store bundling activities and alliances and exhibitions. This opens the market deadlock.

Newspaper reporters from all over the country visited places such as Yunnan, Guangxi, Ningxia, and Jiangsu, and discovered that this year's attention from manufacturers to terminals has increased compared to previous years. Some manufacturers have organized teams to major markets to assist merchants in promoting sales. A brand dealer in Nanning, Guangxi told reporters that her building materials market is where high-end brands gather. There are sales promotions almost every weekend, and many manufacturers support business activities. This year, the stars saw a lot, and model platform sales are common. .

However, ceramic tile as a real-time consumer product, not many front-end consumers, coupled with many industry brands, this year's competition is extremely fierce, so the effect of promotion is not obvious.

Nearly half of the "Golden September", many businesses have a certain expectation of the traditional sales season, but the market outlook is not clear. Han Revival said that due to spending habits, “Golden 9 Silver 10” should still be the peak period of annual sales. However, it is hoped that corporate rational sales promotion will combine social responsibility and social obligations with product sales activities. This year, on May 1st, there have been cases of combining the patriotic education activities of Huangyan Island with the promotion of ceramic products. Recently, many companies have also linked sales to “guard fishing”.