[Editor's note] This is the 3rd issue of the 2021 "Tao Xing China" national ceramic tile and sanitary ware market survey [Shenzhen Station]: People's Views (Part 2). Due to the tight time and heavy tasks of this investigation, more information, more data, more characters, more opinions, more analysis... We will write and publish articles one by one in the future. A special reminder here is that the market research activities being conducted at the same time are also [Fuzhou Station], so stay tuned!
From the afternoon of September 8th to 12th, China Ceramics Network's 2021 "Tao Xing China" National Tile Bathroom Market Survey Shenzhen Team (hereinafter referred to as the "Survey Team") visited the local Bagualing area, Le'anju (Futian District), Tianbei Building Materials Market, Jiadebao, Le'anju (Bao'an District), Huameiju, Century Vanguard, Jiazhifu, Baoneng·First Space and other nine major ceramic tile mainstream building materials markets, interviewed Dongpeng Ceramics, Dealers/store managers of more than 20 ceramic tile brands such as Asia Ceramics, Bode Seiko Ceramics, Xinzhongyuan Ceramics, Nobel Ceramics, Eagle Ceramics, Zhuoyuan Energy Bricks, Huapeng Ceramics, Qianghui Seiko Ceramics, etc. have learned that The current situation of Shenzhen ceramic tile market.
This issue’s People’s Views (Part 2) will continue to share the business practices of 11 Shenzhen ceramic tile brand dealers/store managers.
01
Outstanding product advantages
Zhuoyuan Energy Brick Shenzhen Distributor Yue Xueyan (2nd from the right)
Yue Xueyan has been the agent of Zhuoyuan Energy Bricks for nearly 10 years. Talk to her and you will find out how much she recognizes Zhuo Yuan. At the beginning of the interview, Yue Xueyan was full of praise for Zhuoyuan's products, which are reliable in quality, rich in colors, and cost-effective... Thanks to the strong advantages of Zhuoyuan's products, Shenzhen Zhuoyuan stores have many repeat customers, and repeat customers have become its stable One of the sales channels. In addition, Yue Xueyan said that the slate tiles launched by Zhuoyuan this year are very popular among consumers because of their rich colors and high-end texture. Currently, all stores have been updated and sampled. Zhuoyuan implements the principle of "improving quality without increasing price", and the paving cost is also the same as that of ordinary porcelain.The bricks are the same, and the optimization of product quality has greatly improved the market competitiveness of terminal stores.
Specially negative ion tile Shenzhen dealer Zhang Yu (2nd from left)
Zhang Yu acted as an agent for Special Negative Ion Tiles when he first entered the industry in 2006. He said that Tiandi is the only ceramic tile brand in the industry with national patented technology for negative ion ceramic tiles, which is its core advantage. The special negative ion ceramic tile products have a good reputation and are quite recognized by customers. He believes that customers’ actual application cases and data feedback are the key to sales in specialized terminal stores. They once conducted return visits to the first batch of customers who used special negative ion ceramic tiles in 2006-2007. By testing the negative ion ceramic tiles that had been used in the customers' homes for 15 years, they found that the content of negative ions produced by the ceramic tiles had not decreased. This kind of real test data It greatly enhances consumers' trust in the brand. He also revealed that Te Te is positioned in the mid-to-high end, has a complete product line, and is extremely competitive compared with brands of the same grade. Therefore, although Shenzhen Te Te has made little progress in its retail channels over the years, its home decoration channel has remained relatively stable.
Folona Cement Tile Shenzhen Futian Leanju Store Manager Fan Qiaoshi (2nd from left )
As a ceramic tile brand that takes a distinctive path, Filona Cement Tile focuses on the research and development and innovation of cement tiles with simple design style, and is the pioneer of cement tiles. The investigation team learned from Fan Qiaoshi, the person in charge of Shenzhen Felona Futian Le Anju Store, that in recent years, cement tiles have become more and more popular among young consumer groups due to their simple and elegant decorative effects. In terms of products, Fiona has original designs and rich colors that cannot be replaced by other brands. Consumers who like cement tiles have difficulty finding substitutes in other brands. There are even older customers who have seen Filona’s product renderings. And accepted the decoration style of cement tiles. Because of its clear product positioning, Fiona’s customers have always been very precise.
02
Accurate brand positioning
Sun Chuangang, the dealer of Qianghui Precision Tiles in Longgang District, Shenzhen< /span>
Sun Chuangang has been an agent for Qianghui Precision Ceramic Tiles for nearly 10 years and is the dealer of Qianghui in Longgang District, Shenzhen. He said that as a representative of authentic Foshan bricks, Qianghui's products are of high quality and good quality. Since being an agent of Qianghui, he has achieved the goal of building a store with zero customer complaints in the local ceramic tile market. Therefore, introductions from acquaintances and return of old customers have become a stable sales channel for its stores. He revealed that consumers are very interested in the Jingyao series launched by Qianghui this year, and many consumers who like bold decoration styles will choose to use it to pave the floor. In the past two years, the homogeneity of products in the ceramic tile market has been less serious than in the past. There are more and more innovative designs and colors such as the Jingyao series. Each brand has its own original products. The market product trend is developing towards diversification.
ICC Tile Shenzhen Baoan District dealer Li Yuanyuan (2nd from left)
The investigation team learned during the interview that Li Yuanyuan only started acting as an agent for ICC Ceramics last year. The reason for acting as an agent for this brand is that she believes that the products of this brand are in line with her own aesthetics and she can successfully recommend her favorite products to customers. When you do this, you will feel a great sense of accomplishment inside. She said that consumer groups in Shenzhen are more selective and only high-quality and good-looking products can attract them. ICC is a brand that is in line with international standards. Its colors and textures are more out-of-the-box and easy to catch people’s attention. , in sharp contrast to other ceramic tile brands.
Ke Guanquan, General Manager of Gaode Ceramics Shenzhen Flagship Store
"Products are just like character. The kind of boss will make the kind of products." Ke Guanquan, general manager of AutoNavi Tile Shenzhen flagship store, has been cooperating with AutoNavi for 8 years. Mentioning the reason why he chose AutoNavi in the first place, he said that AutoNavi’s products are not OEM and the manufacturer’s technology and equipment are excellent., has obsession and requirements for products, and completely eliminates the after-sales quality issues that dealers are most concerned about. He believes that brands relying on packaging and marketing will not last long. In fact, many consumers have become numb to this "routine". The current ceramic tile market has undergone great changes. Ceramic tile stores are engaged in business introduced by acquaintances. If dealers want to build a good brand in the market, they still need to have sufficient accumulation and network resources.
03
The manufacturer provides great support
Owen Lai plain tile Shenzhen Baoan dealer Ma Huanxin (2nd from left)< /span>
With the commissioning of the slate production line at the headquarters, Shenzhen Ouwenlai plain ceramic tile stores also displayed a variety of 800×2600㎜ and 1200×2400㎜ slate products. Most customers will choose Ouwenlai’s slates. Make a background wall. Ma Huanxin, its Shenzhen Baoan dealer, said that Ouwen Lai's plain-color and soft-light products are very popular among young consumers, mainly because the surface texture of its products can create a high-end decoration effect. He also said that Ouwen Lai’s original "Touch Festival" activity is very novel and plays a great role in attracting store traffic and promoting the brand.
Yang Wanhua, the general agent of Huapeng Ceramics in Shenzhen
Yang Wanhua, the general agent of Huapeng Ceramics in Shenzhen, has been representing Huapeng for nearly 20 years. He said that the upward trend of soft light tiles in the market has been very obvious in recent years. As the leading brand of soft light tiles, Huapeng is quite popular in this market field. There is a popular saying in the terminal market: "If you engage in activities, you are seeking death; if you do not engage in activities, you are waiting for death." However, he believes that everything depends on human effort, and the effect of activities in the terminal depends on the team and execution ability. He revealed that the results of Shenzhen Huapeng's activities were quite good, and the biggest reason was the strong support and assistance from the headquarters. Huapeng headquarters has established a professional terminal assistance team, and third-party training provides full tracking and guidance. The implementation effect is efficient and fast, which greatly enhances the team's activity execution.Act forcefully.
04
Changes in business ideas
Ye Chengfeng, general manager of Eagle Brand Ceramics Shenzhen Marketing Center (2nd from left)
Currently, Shenzhen Eagle Ceramics has deployed more than 60 sales outlets across the city, including 11 direct stores and 19 franchise stores. It has also entered the material selection areas of more than 30 large decoration companies and established A multi-channel development model of engineering + assembly + retail. Ye Chengfeng, general manager of Eagle Ceramics Shenzhen Marketing Center, revealed in an interview that at present, slate has become the product of choice for designers in Shenzhen. Many designers specify the use of slate, and the Shenzhen Designers Association is also paying great attention to the development of slate. At present, the application scenarios of slate in home decoration are mainly kitchens and walls, and the mainstream specification is 1200×2400mm. He believes that slate will form a big trend in the near future, and as long as the designs and supporting services can keep up, we will be able to seize this opportunity.
Nengqiang Ceramics Baoan District dealer Qin Yongxue
In interviews, many dealers mentioned that the proportion of finely decorated houses in Shenzhen is nearly 70%. Currently, the retail customers of ceramic tile stores are mainly second-hand houses and old renovation projects. Qin Yongxue, a dealer in Baoan District of Nengqiang Ceramics, said frankly that the ceramic tile market has been greatly affected by the fine decoration policy, and the number of retail customers is getting smaller and smaller. In order to break through the dilemma of declining market orders, he chose to expand categories and added two categories: stone and Nengqiang BMI slate, in order to increase customer order value. At present, most consumers in Shenzhen use rock slabs as background walls. He believes that slate and stone have their own advantages. The texture of stone is more realistic and natural, while the after-sales cost of slate is lower than that of stone. The addition of the two categories also expands the store's sales channels.
Romantic tiles Shenzhen dealer Deng Guofei (2nd from left)
Deng Guofei, a Shenzhen dealer of Romantic tiles, believes that the trend of younger and more rational consumer groups in Shenzhen is very obvious. At the same time, the development of leading popular brands in the local area has been relatively stable, so dealers operate personalized single Ceramic tile brands will have more competitive advantages. He became an agent for Romantic in 2005. He has now opened direct-operated stores in 5 districts of Shenzhen and has a sales team of more than 20 people. The ceramic tile retail market in Shenzhen has shrunk severely. He quickly changed the business model of "selling in stores and waiting for customers to come to your door". He led the team to start from various channels and strive to expand market share, such as designers, decoration companies, cross-industry alliances, community promotions, and real estate developers. Residency, home expo, etc. With the advent of the new media era, he and his team also began to attract traffic on platforms such as Douyin.
On September 12, the 2021 "Tao Xing China" national ceramic tile and bathroom market survey [Shenzhen Station] came to an end. If you want to know more about Shenzhen's ceramic tile market, you can review "In order to sell ceramic tiles, they tried these tricks | Tao Xing China·Shenzhen Station·Personal Views (Part 1)" and "Shenzhen's ceramic tile market is not as expected. The content of the article "Zhongfusheng｜Taoxing China·Shenzhen Station·Impression". [Shenzhen Station] A series of article reports, China Ceramics Network will also write and publish them one by one in the next time, so stay tuned!
(Author: Sitao)
