Jiangxi Ceramics west intensified price war

Published: 16 May 2009 02:57:50

Core Tip:

Located in Xinyu City, Jiangxi Province and the western region of Pingxiang City, is an important industrial city in Jiangxi Province. The two cities a unique geographical position, rich mineral resources, not only the obvious advantage, and ease of travel of the two cities in the economic level at a high level in Jiangxi Province. A few days ago, went into Pingxiang, Xinyu and ceramics market, to see such a scene: Ceramic operating more and more stores, more and more low prices with a local dealer said ceramic market confusion, poor price!

Xinyu: low-grade low-priced products sell best

At present, there are three main xinyu building sanitary ceramics market, they are at home in Paris, Oriental City, Guangdong, the new market and focused on the ceramic near the ceramic xinyu food outlets. Location is between clear: the main city of Paris of the Orient home with operating high-grade ceramic products, ceramic Guangdong, the new mid-market business products, and train station distribution along the ceramic shop in the main distribution and distribution of low-price products mainly from the sale of the current situation, or a best-selling products of low-level railway station area.

Oriental City is at home in Paris, Xinyu City, the highest grade of ceramic stores, and its downtown area is located in Xinyu, operates mainly in furniture, building materials, ceramics, lighting, fabric, cabinets, appliances, wood flooring, paints, sanitary ware, remove the door, home crafts and other commodities, as well as food and beverage industry, employing over a thousand people, brought together TOTO, Kohler, Wrigley,, Wai-tat, the four-dimensional, constant cleaning, gold, eagle, Dongpeng, Rosa Europe, France S, heart, Asia, the gold medal in Asia, domestic and foreign well-known titles such as sanitary and building ceramics brands, is currently the largest, Xinyu City, the first "one-stop" center of home purchases.

Into the Paris of the East that is currently selling ceramic products is relatively good and polished tiles, but the products than in previous years, profits declined. Operating in a tile store to see an impermeable 300 × 450 (mm) of the interior wall tiles standard price is 8 yuan / piece, andcell is 4.2 yuan / piece. The store said that the global economic downturn, declining consumer demand, many products just to make a tobacco money. The same as in previous years, at least sell products impervious to 5 yuan / piece, now in a train station with a lot of low-cost products in the competition, and their retail price at 3.8 yuan / piece about the increasingly fierce market competition, price wars and increasing smoke.

Guangdong, the new ceramic market built in 2000, is the oldest ceramic xinyu market. The market currently operatingceramics shops, mainly to do mid-range price of Foshan ceramic products, and the last couple of years, as well as some incidental business distributor of high security, high, Pingxiang and other places in the production of some low-cost products, such as the outside wall, small floor tiles, tiles, such as middle and low. Understand that the operating conditions of the market is not very stable, mainly due to the railway station of the impact of low-priced products, in addition to the market at a crossroads xinyu Interchange, traffic jams, to bring consumers to buy a lot of inconvenience. One dealer said that with the impact of the economic crisis last year, coupled with a high security, and the higher the impact of low-cost products, leading to decline in product volume, in the end of last year and even some brand dealers to withdraw from the market, have moved to home city to the east of Paris. It was also speaking on condition of anonymity ceramic dealers, due to new markets in Guangdong is located in downtown areas, government departments are conscious ceramics dealers guide families gathered in Paris to the East, the other is reserved for future development.

Xinyu drove to the station near the former West and saw a lot of operating low-cost ceramic products stores over the sides of roads to start, mainly operating in the province of high security and low-cost ceramic products, but also operating a number of hardware, taps, sanitary ware and other accessory products. Guangdong, as a result of product price and market new and Paris of the East have greater differences, favored by many consumers. That a 300 × 300 floor tiles, where the price is 1.1 yuan / piece, a 600 × 600 tiles of polished sales price is 12 yuan / piece. Although the price is relatively low, but to see the quality of these products is uneven, and more come to buy some of the ceramics at the township level distributors and Home customers. According to a distribution of nine livestock dealer taps, the past few years, low-cost operators in the lot of the store ceramic products is increasing, sales are better in general, consumers flocked to the annual rental store are rising. Seen at the scene, and stood before the West have always been the road to a more crowded, as many a day and go out of ceramic products, leading to road congestion is encountered during the peak period to work needed to ease out the traffic police.

Why the comparison with the ceramics business fire it? Found that some consumers not only like to come here to buy ceramic tiles, and there are many surrounding towns, Xinyu City, one of the dealers are here to purchase. One from the Chen Villageintroduced here will not only facilitate the purchase, the key point is relatively affordable prices. Mr. Chen said that as at the township level as they go directly to the dealer if the ceramic manufacturers to purchase not only need a large amount of money, and manufacturers delivery cycle is relatively slow, and some manufacturers even have to wait for scheduling. He can see into the 600 × 600 tiles and polished crystal, 300 × 300 small bricks, as well as Western-style waistline and glazed tile, a small truck full of the total value of about 13,000 yuan. He said, pointing to these products, to 13,000 yuan If the purchase of ceramic manufacturers, the distribution is not only difficult, but at least a day to spend time, the shipping is more expensive.

Pingxiang:competition, the city needs more saturated

Pingxiang ceramic monopoly market mainly concentrated in three areas: Anyuan building materials market, the new home building materials supermarkets and Ring Road is located in a large ceramic or flagship stores and other stores. Pingxiang in mid-April to the operation of the market of ceramic made a detailed survey and found that the market demand for high-end growth is not significant, in addition to the chestnuts, lotus, Luxi County, township 3 stores than in recent years an increase in distribution, the Pingxiang the city needs little ceramic products. Hunan because of its close geographical reasons, some products are sold to middle and low in Liling, Hunan and other places. According to a dealer, the Pingxiang City, large and small ceramic dealers have, competition has come to a head, and the needs of the market has become saturated. The first two years of the sale of products are extended to a radius of Changsha, Yueyang, Zhuzhou and other places, but last year, clearly felt that the sale of products far and the past, mainly due to Yueyang, Linxiang and other places a lot of new ceramic enterprises, not only to reduce the radius of the sales and products of these enterprises to Pingxiang radiation local to their business a lot of pressure. Hunan With new products on the production line one after another put on the market, the next stage, Pingxiang markets will further intensify competition.

New home building materials supermarkets located in the Golden Triangle, Square, Building Materials, the operation of a wide variety of building materials, there are decorative plates, metal, ceramic ware, paint, wood flooring, solid wood doors and so on. Supermarket in the new home building materials ceramic shops operating inside the small, brought together only Hongyu, summit, the sun, a dozen strong-hui ceramic brand. Because of its unique geographical position, brought together some of the surrounding real estate development company, so the purchase of the supermarket groups are primarily tools of the Home and more. Hongyu Ceramics Pingxiang, according to the Mr. Liu introduced the flagship store, from mid-March after the needs of Home and progressive tooling up big, especially the Home of the customers, if the prices are reasonable, they often prefer to purchase a one-stop, Therefore, the characteristics for consumers to buy their products this year, supporting increased efforts to meet the needs of consumers more.

In addition, the area around the city a short span of less than 1 km of the road, concentrate on the Nobel Hangzhou, Foshan Seiko Bode,, bathroom Wrigley brands, such as domestic line. Visited several shops, generally do not reflect the business this year, declining purchasing power of consumers, the demand for high-end products do not, especially in sanitary products, higher-grade products, prices high, many consumers Inquiry , and purchased it less real. Wrigley Pingxiang bathroom store for this year of the sale of products made some adjustments to increase the number of mid-range price matching products to meet consumer demand. Ceramic tile in the Bode Museum to see the international experience, a group of consumers display Seiko Bode praised jade samples, but asked about the price, but shook his head again and again. Store in theChanthis year launched several new antique brick, not the current volume.

Anyuan building materials market is located in Pingxiang City West and City WestInterchange, Pingxiang City is the only building materials distribution, wholesale and direct marketing. Brand ceramic entry Hing-fai, Dongpeng, Wai-tat, TOTO, Hengda, the Dayak are still high, Jia China and the United States, heartblue brand products, as well as Hunan Golden Rod, Pingxiang local building ceramics products. The prices of products are targeted at the mid-range, while the market is the largest ceramic Pingxiang Market, according to Golden Hunan Ceramic Dayak Mr. Liu store sales, due to reasonable prices, every day there are more than pieces of store products wholesale to the chestnut, Luxi, Hunan and other places. Mr. Liu also said that due to shrinking market demand, from the second half of last year, to take a lot of shops selling prices, the current gold Dayak like to take small profits but quick turnover, as most dealers.

Pingxiang materials in the market, that market selling mainly polished ceramic products, interior wall tiles and floor tiles, such as Crystal. Several tiles from the operation of stores, the Home products to buy most of the ordinary polished, and administrative units, hotels, entertainment venues and other projects a number of decorative choice of polished high-grade products, the sales Polished volume from the previous ordinary polished tiles polished gradually increased to the polycrystalline powder, which also shows that some consumers are getting higher and higher levels of consumption. Polished is not only the case, as in high-grade ceramic and high-priced antique brick products are increasingly sought after by consumers, but high-end market in Pingxiang antique brick sales market is not great.

Observation:

Gan-end markets in the West, or the price the final say

Pingxiang visited building materials market, we found that there is no specific building materials ceramic ceramic monopoly market or focus, on the whole, people feel relatively loose, causing inconvenience to the consumers. In addition, some ceramics shop operators are using the traditional marketing methods, such as off-site management of the majority. Anyuan building materials in the market, when asked about the operation of a ceramic shop in charge of stores open Why would hardware and timber business in the middle of stores, the responsible person to tell that this will attract some of the purchase of metal and ceramic timber of view of customers. It is true that this will attract some customers, but we can see from the terminal market, management has yet to be a breakthrough in light waiting to take the initiative is not the habit of many dealers.

According to statistics, the country has around 4000 ceramics production enterprises with more than 6000 brands, but access to Guangdong, Zhejiang and other provinces, provincial capitals developed brand is only around 2000 and entered the Sichuan, Anhui and other less-developed capital city, only 1500 around into Qinghai, Gansu and other remote areas around the capital city's only 1000. In the class, at the county level and township-level market, brand presence was diminishing number of geometry. With the central city of resources and consumer brands saturation, ceramics sales market is more to the county and township. A change in the original sales model and marketing concept is to open up these markets, one of the effective ways. Among them, the provision of cost-effective products is essential, because they say the market is price.

In fact, in the traditional channels, ceramics production enterprises in terms of price positioning, it is a bit distressed, prices will be higher, there is no fear of lower sales prices, but also rely on the sales to support, sales and sales outlets and channels depend on to support. As small and medium enterprises, there is no capital to expand sales channels for networking and building. Ceramic dealers now depends mainly on Home sales and retail channels to support. At present, the entire industry downturn, resulting in too much inventory, they have tried a number of promotional activities to address the inventory, but the result is not satisfactory. Some people, especially the sale of ceramic companies who market products for this year's sales trends and the status quo, end-year market forecast of the off-season earlier than in previous years, some even said that off-season has arrived in April.

Guangdong Xinyu ceramics in the new market,xinyu met a real estate company in charge of works, when asked about the off-season market, he published a personal view: ceramics markets and property markets off-season and season, has no obvious distinction. Chinese New Year holiday in February of the indolent, cold weather in March, Qingming Festival in April of the taboo on the decoration, all for consumers to purchase a certain degree of influence, in fact, the real season ceramics markets from the beginning of May. The more time talking about the market cooling, all the more intense market competition ceramics, various types of discounts, promotions will take turns staging tricks, but this year the market promotion of ceramic can be seen clearly see the steady decline. Season off-season in the market economy environment distinction has long been obvious, a variety of promotional activities, on the one hand, competing for market share, on the other hand, would like to bring the whole market. Can only conclude that the real profit and loss of the season off-season market, which only the dealer know.

Ceramics of the season off-season market in the eyes of consumers is the same as a matter of fact. Insofar as consumers are concerned, ceramics market season off-season feeling really obvious, it seems that business promotions have the hottest time of speculation, but their desire to buy the smallest, but the need for ceramic-related products, the business was quiet down, and Perhaps the season will have Wang, off-season there are always able to dilute the market promotion and other forms of depression, ceramics of the season off-season market in the eyes of consumers is the same as a matter of fact, the key is to lower prices and better quality products!