In 2013, the building materials market , which had been quiet for a year, recovered significantly. Driven by the positive news of real estate policies, the property market in various localities first picked up, and the sales performance of the building ceramic industry, which depended on each other, benefited. Out of the hazy terminal market, during the past six months, major brand manufacturers have shown many new features and trends in terms of product sales, marketing strategies, and holiday promotions.
Feature 1: Eye-catching sales of wood-grained brick terminals, sales of engineering channels rose
Taking the Chengdu market as an example, some wood-grained bricks of well-known brands in the first-line industry have received considerable attention since their listing. Wood grain bricks are an important component of antique bricks. Their terminal retail prices are basically above 350 yuan per square meter, and some products are even more expensive than solid wood flooring . Driven by the wave of antique bricks and the wave of inkjet technology, wood-grained bricks have seen significant market growth. At the same time, many brands specializing in wood-grained bricks have also appeared in the market. The further intensification of market competition justifies the claim that huge business opportunities are hidden in this field.
With its stable quality and affordable price, polished tiles have always been the first choice of ceramic tiles for engineering projects . However, with the continuous improvement of the production process of wood-grained bricks, some manufacturers with great advantages in cost control have received engineering purchase orders with a purchase volume of more than 100,000 square meters this year. Wood-grained bricks are bound to have great potential in the engineering channels.
Feature two: the four bright spots of thin microcrystalline seize the commanding heights of the terminal
There are not many new products in 2013, and thin microcrystalline is one of them. Thinner, lighter, harder and more affordable. These four highlights make the thin microcrystalline market very competitive, and many production areas have increased the production of this new category of products this year , aiming to set off a wave of microcrystalline stone "slimming" in the terminal.
According to a survey by our reporter at Zibo Station in Shandong, in May this year, there were at least 4 companies that had achieved stable and large-scale production of thin microcrystals in the Zibo production area, and more than 10 companies were developing and about to launch.
For a long time, microcrystalline stone stands in the high-end ceramic tile market with its gorgeous decorative effect and high price. For the mid-end market with large consumer groups, the price of microcrystalline stone is the bottleneck restricting its further expansion of market share. The launch of thin microcrystalline is precisely to seize this part of the mid-end market that has a desire to consume microcrystalline products. This market has a large base of consumer groups and amazing consumption potential. In addition, all thin microcrystalline products are newly launched. As the competition is just beginning, Zibo ceramics companies have great expectations for thin microcrystalline products.
Feature three: the popularity of the full polished glaze market is not reduced
From polished tiles to fully polished glazes, the latter's tendency to win over the former gradually becomes clear in the market. With the appeal of product quality, the market share of full polished glaze has increased from less than 10% in 2009 to the current 20%. Compared with polished tiles and other products, the full polished glaze is more colorful and more expressive. It can be used on both walls and floors. It is also softer in cutting and display, and it is easier to gain market favor.
Among them, the continuous innovation and breakthrough of the full polished glaze technology has made some brands create a new world in the field of full polished glaze, and Jane marble tiles are the representatives of it. In April 2009, Jane Ceramics was the first to launch a marble series product. As the first enterprise in the industry to have a patented technology for full glaze polishing and to achieve large-scale production, it caused a wave of full glaze imitation stone. Subsequently, Dongpeng, Marco Polo, the new Pearl, the new source, Hongyu, Jiajun and many other well-known ceramics enterprises in Foshan full polished glaze swarmed into the field, this added to the 2013 war to the whole cast glaze.
Feature four: precision marketing
With the rise of new interactive social platforms such as WeChat and Weibo, manufacturers and terminals are actively using these free platforms to softly promote their brands, products and activities. Do n’t see it? In the terminal event in 2013, the “sweeping†figure can be seen everywhere on the poster of the terminal event. How many events are pre-warmed from Weibo. Everyone never understands, from manufacturer training to independent learning, for the new publicity platform, the pace of manufacturers and terminals of large and small brands is amazingly consistent --- step up learning and learn to use. Behind the prevalence of terminals, precision marketing is a battle for the team's learning ability.
Feature 5: The inter-industry alliance continued to be hot in the first half of the year
From the brand alliances that began to emerge between manufacturers in the past few years, to the industry alliances that have prevailed in the building materials market in the past year or two, under the banner of shared resources, many dealers are rushing to take advantage of the rapid transaction as a bait. The rise of these alliances has a big market background-the market is sluggish, and it is urgent to hold a group to warm up. Many industry analysts have analyzed that the popularity of inter-industry alliances in the terminal is difficult to last, because this seemingly "innovative" and "efficient" marketing model lacks vitality for sustainable development. "In the past, there will be bargaining sessions in different industry alliances, and now consumers are not easy to be fooled, so the entire activity procedure has been simplified a lot this year. As long as the deposit is delivered, you can enjoy the reserve price at the designated brand within a certain period of time. Preferential; and consumers have transformed from buying multiple categories of decorative items at one event to going straight to a single brand. "
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