2011 ceramics industry development a comprehensive view of the network market into a hot competition

After a few years of rapid development in China's ceramic sanitary ware industry, competition has become increasingly fierce as the number of companies has grown too fast. Recently, with the tightening of the real estate market and the EU's anti-dumping of ceramics to China this year, the development of ceramic sanitary wares has become even more difficult. The situation in the ceramic sanitary ware industry is inevitably worrying. How should ceramic companies conduct effective competition to promote the development of the industry?

Analysis of the domestic ceramic sanitary industry professionals are well aware that most of the foreign ceramic bathroom is dependent on imports of Chinese ceramics. However, we are consuming domestic non-renewable resources and cheap labor, but the exchanged profits are the lowest. Why do we Chinese people work hard and do low-end production, and how can other people avoid this situation because they have obtained high profits because they have sales channels? As far as the current situation is concerned, what domestic ceramic sanitary enterprises need to do is to grasp the channels for industrial integration.

Started the first battle of electronic shopping malls With the increasing popularity of online shopping, for the ceramic sanitary ware industry, online orders, consumer purchases, consumer data collection, integration of domestic sales channels through the Internet, allowing Chinese people to learn more about their ceramics Bathroom brand is imminent. At present, some forward-looking ceramic companies have tried water e-commerce and implemented online service channels. At present, the ceramic sanitary ware industry already has Anwar, Faenza, Kohler, etc. as the pioneers of the industry to open an online shop at Taobao. It can be seen that the rush of the online market is one of the "territories" that the major ceramic enterprises in 2011 are eagerly fighting for.

To take the facts to speak is still the old saying, “The Gold Cup Silver Cup is not as good as the consumers’ word of mouth.” What kind of products and services are provided by the pottery enterprises? The consumer’s reputation is the most important. Many people may feel that today’s consumers do not care Consumers must not criticize the consumption of corporate products, it is difficult to wait, in fact, it is not difficult to establish a good reputation in the hearts of consumers, as we all know, Anwar service staff on-site service own shoe covers and tablecloths by the majority of consumption Like the praise, how to earn consumers' word-of-mouth now is the killer of the ceramic sanitary industry.

The ceramic industry holds the "market competition, decisive battle terminal." In general, the entire economic environment and national policies this year are unfavorable to the overall home and building materials industry. However, at this time, the Taowei enterprises can not be discouraged. As Liu Guangren, general manager of Anwar Group, said, this year's environment has accelerated our industry. The shuffling process and speed, and thus the elimination of the workshop-style enterprises without brand and quality assurance, is a good thing for the industry. Therefore, the more Tao enterprises are in this environment, the more they must have confidence and the more they must do well in this undertaking. Only in this way can they become the final winners.

From the words of Mr. Liu Guangren, it is not difficult to see that he is very confident about the current market. I think in such a disadvantageous environment, it is precisely these moments when strong and secure brands have emerged. We have reason to believe that the strength of Chinese ceramic sanitary ware. Of course, China's ceramic sanitary ware to do the world's leading, is inseparable from the vast number of consumers word of mouth!

Concerns over the price of ceramics and quality problems have caused concern. The ceramics industry has developed very rapidly in recent years. Various problems have also been exposed with such rapid development and the ceramic industry has further developed. In terms of the market, consumers are most dissatisfied with the current confusion in the price of ceramic products, the price of businesses indiscriminately causing consumers to have no end, on the other hand, blindly playing a price war between ceramic companies, three days and two promotional discounts, which consumers It is a good thing to say, but whether the quality of the products bought at too cheap prices has become a concern in the minds of consumers.

Clear product prices difficult to achieve Ceramic products and other non-standard products, the inevitable gray content of the dealer in the sales process, these are the reasons why the standardization of ceramic prices is difficult to achieve. A senior person in the ceramics industry stated that in the face of the inevitable price opacity in the bathroom circulation industry, many ceramic manufacturers started their own dealers.

The phenomenon of inconsistency in the price of ceramics in China is not an enterprise's practice, but an overall behavior, and there is still a long way to go before we can realize the transparency of ceramic prices. According to analysis in the industry, the pricing of many dealers' products is also based on the purchasing habits of consumers. The habit of consumers arranging for bargaining also encourages the spread of this trend from one aspect. Therefore, it is necessary to really go on price transparency. The road, but also businesses, distributors and consumers work together.

A general manager of brand ceramics marketing stated that through the operation of direct-operated stores, the company can help enterprises to reduce the intermediate circulation of products to the greatest extent, and have more market competitiveness in terms of price competition. Mei Mei stated that there are too many uncertainties in the way that ceramics manufacturers use agents, and the established branches do not generate profits. As long as they can keep current operating costs, sales can be realized. From the current point of view, local branches are established. The practice is highly desirable.

Ceramic market prices hype some shopkeepers to introduce the concept of high-temperature asepsis to consumers: The temperature is more than 800 degrees is the low-temperature pottery, in 1600 degrees is the temperature pottery, only to reach our 1800 degrees to be considered high-temperature pottery. The other clerk declared that our products had reached 2800 degrees above the firing level, and those below them were unqualified. In the end, how many degrees of firing will be considered high temperature pottery? Is high temperature pottery the best? According to one dealer, ceramic sanitary ware is mainly divided into first-class products and superior products, and the price of excellent products is two to three times that of the first-grade products. Because of profit-driven sales, first-class products are said to be superior products when they are sold, and consumers generally do not see the distinction between superior products and first-grade products on the surface. Only rely on testing instruments or can be used after a period of time. Identify it. Some dealers use the asymmetrical channels of consumer information to shove consumers. Content from Taocheng.com According to the survey, the top 10 ceramic sanitary ware brands in the world have entered China, and these imported products have been produced in China one after another. Purely imported ceramic sanitary wares occupy less than 5% of the entire Chinese market. There are still some unknown international brands. Only one manufacturer in China has registered abroad. After being produced in China, shipped to foreign packaging, it will have a noble lineage when returned to domestic sales.

When the ceramics market is sluggish, ceramic companies should even see the reasons that hinder their development. They must also look at consumer appeals in order to be targeted and gain consumer recognition. Working on the price will not only make the company less profitable, it will also give consumers a sense of distrust. The key is to shape the overall image of the company.