Ceramic enterprises need to create unique core competencies

Published: 3 Jun 2009 03:31:20

As a result of China's economic take-off and the hot real estate industry in 2005-2007 have a lot of ceramic production big expansion enclosure. And popular sectors to cover up its expansion under the crazy tight and fragile financial chain, which in winter depression in the industry will be very obvious. The onset of winter in the industry, the ceramics enterprises will be forced to return to rational investors to survive the first place, by the expansion of non-rational change to the conservative and steady running. The face of the brand in 2009 as domestic ceramic forest market, how to form their own unique core competence?

Domestic ceramic industry, the market situation, surrounded by tight encirclement:

Market Wai

High-end market, it is difficult to shake the status of an international brand. To the Nobel and TOTO-based high-end international brands in the market are bright, with a high degree of brand awareness and a large number of loyal customers. Subject to the limitations of purchasing power, the number of consumer groups on the pyramid top. There are many brands of domestic markets in the provincial flagship projects, such as Dongpeng, Marco Polo, the Nobel and other international brands and domestic first-line, second-line monopoly of brand basic line of ceramic building materials market in China.

This shows that first-line market is currently dominated by international brands, domestic brands, the first-line market is the opportunity, but also a trap, and even said to be of no return.

Brand characteristics of low-end market: less technical content, product homogeneity is a serious problem; just started brand building, brand line and the same mode of transmission; intensive sales network construction, channel resources are reused, the brand-to-end control ability ; low-cost strategy to lead to endless price war, lost all participants are injured, competition is getting more heated.

Channels of Wai

12-line market in recent years a major variables, namely, terminal: dealers have set up agents in the brand new model of ceramic materials such as the easy life at home Pavilion, Fu-Habitat, MYHOME such, the use of a powerful sales network blocked access to the whole of the ceramic industry as a whole have a tremendous pressure brand. In addition, the first-line flagship store brand works on the local market for second-line blocking.

At this point, increase the cost of first-line market expansion, as in terms of quality or are not dots Lot line with the current market, existing brands, the new brand is facing an unprecedented grim situation, the market is bound to expand is limited, first-line left to the market a new brand to seize the time not too much.

Product concept of the Wai

Especially in the past two years, the ceramics industry, the concept of a wind-like products have to catch up. Tiles, sanitary products market that is anti-bacterial heat, all brands have introduced the concept of anti-bacterial products; Antique and comeback, imitation wood, imitation of the wave of the set off the metal, the ceramics company have to hold high the wood is brick, metal brick banner of the product concept to promote their own brand advocates. The entire ceramics market is immersed in the concept of a homogeneous product. Ceramic in all products, the color and style of tile replacement is the fastest, just like T-stage models, it could be overwhelmed.

Circuit of brand communication

In the dissemination of levels, from the sale of ceramic brand "fittings" to sell "color" to buy "green" and buy "technology", to now sell "taste and culture," all embody the brand's superiority: Eagle in order to "quality global trust, "play the international card, Dongpeng to" create a spiritual space "to hold high the" human space "idea, Jin Tao to" ideological Museum "Hall of brand marketing strategy to promote thinking and so on, all the major brands using tricks, there are "Living Museum" and the "aesthetic Museum" and the "Museum horizon", which include the "Center" ... ... "Pavilion + experience" brandmode of transmission, channel aggressive attempt to block predators.

In 2008 the financial turmoil, some non-rational expansion of the business, some companies make short-term benefits will be out of the market. 2009, or even long-term future, its market share will be some focus on management, financial health, well-functioning enterprises, the formation of "28 laws of" the pattern.