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Can the diamond series be unsalable, and can the marble tiles and antique bricks be saved?

2018-07-12

Recently, the reporters surveyed ceramic enterprises in Henan, Hebei, Shanxi, Shaanxi, Shandong Zibo and other places and found that due to severe environmental supervision, some ceramic enterprises in many northern producing areas were forced to stop production and limit production, which changed to some extent. The relationship between supply and demand of products has stimulated market demand and boosted sales and product prices.

However, after entering June, the seasonal off-season is on schedule, some ceramic enterprises have seen a significant decline in sales, and some product prices have also shown a downward trend. In July and August, the price decline will be inevitable. Faced with market pressure, ceramic companies in North China have expanded their channels and launched new products in an effort to stabilize sales and reduce stress.


"In early June, less than 20,000 cases were sold in the same period in May."

Compared with the hot March and April, the market has already appeared tired in late May. In particular, the glazed ceramic tiles represented by diamonds have even appeared in an embarrassing situation in which the price and price are falling; the polished polished tiles such as polycrystalline and Pilates are gradually cooling down, and the sales volume has also dropped.


According to the reporter's investigation, most companies feel that the sales decline since June has been obvious. For Shandong Zibo, in recent times, ceramic enterprises have been affected by many unfavorable factors, and product sales have been tepid, and product sales have declined significantly year-on-year.

The person in charge of sales of a ceramic enterprise in Shaanxi said that “the month has entered the off-season, and in the first half of the month alone, 20,000 cases of goods were sold less than the same period in May”. According to the person in charge, the most obvious decline in sales was the exterior wall tiles, and sales suddenly fell.

Chen Ai, general manager of Henan Zhongzhou Ceramics Marketing, also said that the sales decline in June was more obvious. He said, “Although the overall production and sales rate has remained above 90%, orders have been significantly reduced, which means that the business will deteriorate in the second half of the month. ".

“The decline in the first ten days is the most obvious, and it has rebounded in the past few days.” Henan Qiubang Ceramics Marketing Director Lian Qiuqiu told reporters that “the main reason is the impact of wheat harvesting, which is the case every year. After all, Henan is agriculture. In the big province, in addition, it entered the off-season in June, and it is normal to have a certain degree of decline in sales.

In the view of Dong Xingshu, deputy general manager of Hebei Hongji Ceramics, on the one hand, it was affected by the low season, but it was mainly caused by the busy harvest in the summer. "In the first ten days of June, the production-sales ratio has always remained above 80%. Due to the busy farming, some vehicles have been pulling food, and many directions can't find a car."

Dong Xingshu told reporters that through the cooperation with the Anhui Railway Bureau and the cooperation with Xinjiang Linqing Railway Station, the tight container situation has been alleviated, making up for the impact of the summer harvest. “It is estimated that the market will gradually pick up again in a week,” he said.


In the off-season, deep price declines are inevitable

After experiencing many rounds of price increases this year, whether it is floor tiles or wall tiles, the prices of most ceramic enterprises in the North have risen sharply. Among them, the price of porcelain and polished tiles is the most fierce.

Take 300×600mm porcelain as an example. Last year, the price was between 2.6 and 3.6 yuan. Most of the enterprises this year exceeded 3.5 yuan. Some enterprises even broke through the 4 yuan mark, and the increase rate was as high as 30%. new highs.

Polished tiles are another category where both production and sales are booming and prices have risen sharply. Affected by the reduction in production capacity and the increase in engineering demand, the demand for polished tiles in the spring of this year has increased significantly. In some places, there has been a “hot” situation in which demand exceeds supply. The price of polished tiles has also risen sharply compared to last year.

According to relevant sources, taking 800×800mm polished tiles as an example, the price of polished tiles last year fell sharply, each piece was as low as 11~12 yuan, and this year the price rose 2-3 yuan, rising to the range of 13~15 yuan, the increase More than 20%, after entering June, with the decline in sales of ceramic enterprises, prices are also facing the challenge of falling. However, the reporter in charge of a number of corporate sales executives said that although the price has increased this year, but the cost is also increasing significantly, so will not consider reducing prices.


However, as the off-season deepens, in the latter part of July and August, market sales will continue to decline, and manufacturers' inventories will increase again. There will be some manufacturers who cannot hold up the pressure on funds and must lower the price. Especially for diamond products, the current production is seriously over-supplied, the backlog of a large number of goods, the competition is fiercer, and the price has once again fallen.

Marble tiles and antique bricks become the main force of "saving the city"

Faced with the decline in sales and the fall in prices caused by the off-season, the northern producing areas are accelerating the promotion of new products to enhance their competitiveness, among which marble tiles and antique bricks have become the main pushes of enterprises.

It is understood that in response to the coming of the off-season, some manufacturers in the north have introduced new products such as 1:1 marble tiles and antique bricks. Recently, Anyang Lange Ceramics launched Emperor Jade, Anyang's Xinshuncheng Ceramics launched 1:1 marble floor tiles, Fang Limei Ceramics, Fuhui Ceramics, and New Boer Ceramics launched antique bricks, Zibo's Jinyi Ceramics. , Zhilian Ceramics, Dongyue Ceramics has now launched soft-light marble tiles, Xinbo ceramic soft-light marble tiles will also be off the assembly line recently, and Zibo Xinze Ceramics has introduced a thickness of 2 cm, the specification is 600 × 1200mm Specifications antique bricks...


According to industry insiders, in terms of the current market, pushing new products not only helps to enrich the product types of manufacturers, but also boosts sales volume. It can also solve the problem of transparent price and low profit of conventional products and improve business efficiency. For the Zibo production area, under the current pressures of various conditions, the emergence of a number of new ceramic products has not only added confidence to customers who have always adhered to Zibo, but also enhanced the competitive advantage of products, and at the same time, the production areas have rushed out of adversity. Brought the opportunity.

However, there are also people in the industry who expressed concern about the frequent push of new products by Taoqi: pushing new products should also aim at market trends, depending on their own strength. Otherwise, even if new products are introduced, it will be half the effort and it will be difficult to achieve the desired results.


Zibo ceramics new product sales arrangements for 5 days of actual production in 15 days

Compared with other producing areas in the north, the promotion effect of new products in Zibo production area is more obvious and the significance is even more significant.

Previously, as the Zibo government focused on accelerating the transformation and upgrading of ceramic enterprises, and clearly reduced the production capacity of ceramic tiles from 700 million to 200 million, the huge changes triggered a large panic of Zibo ceramics customers, and the majority of dealers have produced Zibo ceramic enterprises. The instability of the environment shows great concern. In addition, the number of new products launched in the entire production area in 2016 is very small, which is to a certain extent more serious concerns of customers in the Zibo production area.

Recently, a number of ceramic enterprises have intensively launched new products, which not only enhances the competitiveness of the company in the off-season, but also enables customers to regain confidence in Zibo products.

According to the reporter's understanding, the current new products such as soft-light marble tiles and large-scale antique bricks in the Zibo production area have achieved good market response, and sales have exceeded expectations.

Zhang Guoliang, general manager of Zibo Jinyi Ceramics Co., Ltd. told reporters that from the current actual sales status of Softlight Marble, customers have long been waiting for this product. Since the production of soft marble tiles on the line, the sales department has continuously received customer orders. According to the company's previous scheduling plan, the soft-light marble tiles were originally arranged for only 5 days, but the results were continuously produced for 15 days.

According to Zhu Xi, general manager of Zibo Zhilian Ceramics Sales, due to the recent sluggish market in the terminal market, dealers want to find a product with great advantages to enhance their market competitiveness. Therefore, once manufacturers introduce highly competitive products, most customers are still very active. This fully shows that although the terminal market sales are cold, but the majority of customers are still concerned about the advantages of new products.

Song Feng, deputy general manager of Zibo Xinbo Ceramics Co., Ltd., said that the soft light series products developed by the company will also be launched in the near future. At the end of June, a new product launch conference will be held in 2017. Soft light marble tiles are the main products and will also be the annual Highlights of the product.

In addition to soft-light marble tiles, the antique bricks in the off-season have become the "new darling" of Zibo ceramics. Zibo Xinze Ceramics has also introduced a series of antique brick products with a thickness of 2 cm and a size of 600×1200 mm. Gao Hao, general manager of Xinze Ceramics, is very confident about the product. “The quality will never be bad. It is difficult for others to imitate it.”


In order to cope with the sluggish market in the off-season, in addition to accelerating the launch of new products, some manufacturers with strong product structure and strong strength began to transform the market network channels, and built special stores and monopoly areas in the terminal to assist the terminal store to do activities. Increase popularity and drive sales.

On June 13th, at the Spring/Summer 2017 New Appreciation Conference, Chen Daixun, Chairman of Anyang Lange Ceramics, said that the establishment of a brand store is the best direction for realizing brand transformation. Lange Ceramics has established a corporate marketing department. Do a good job in terminal services and maintenance, and enhance the comprehensive strength of terminal stores.

Other manufacturers, mainly based on wholesale channels, have further reduced the channels to county-level, townships, and even larger village-level sales outlets, making the terminal sales network more dense and fine.


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