Text/Maoran
An epidemic has opened up diversified channels in the ceramic industry. For example, some ceramic companies’ live broadcast events focused on buying other household items for one dollar instead of ceramic tiles. A certain building materials store promoted not only the reopening of ceramic exhibition halls but the opening of apartments for rent. The tweets and posters of a certain industry media not only related to ceramics but also to a certain life. Information about super discounts in shopping malls; even more, a certain dealer relies on Moments to “sell” tiles instead of tiles but facial masks, clothing and other fast-moving products... In a market environment full of anxiety, these phenomena are normal Yes, just for life.
The so-called ideal can only continue if it has the opportunity to survive.
Words of wisdom from terminal dealers
But how to find opportunities? What are the diversified channels?
When some individuals are anxious, the strategic planning actions of other individuals seem to reveal hope.
01
On March 10, IKEA officially entered Tmall. As of the morning of the 12th, the official flagship store had more than 500,000 followers. This is the first time that a home furnishing giant that has been adhering to the offline market for more than 70 years has chosen to enter a third-party e-commerce platform. . Looking back at the ceramic companies and dealers that continue to do live broadcast marketing after "315", people can't help but sigh: Has the spring of ceramic tile e-commerce, which has been tepid in recent years, finally arrived?
"The cooperation between IKEA and Tmall must guide each other and make the cake bigger." Yanjie brand owner Lao Qiao explained this while doing the same thing. Matter - As of March 23, Yanjie has reached strategic cooperation with industry brands such as Gaojie large slate, Lishi slate, Jinyi ceramic tiles, BOBO ceramic thin plates, and Xima ceramic tiles in the past month. A furniture industry chain integration service platform with "traditional industry + Internet + financial capital" as the core path - Zhongjia Lian has reached an industrial platform strategic cooperation...&hellipAfter this series of stepped-up actions, Lao Qiao finally said euphemistically: "Promote the slate industry out of the ceramic industry and allow the slate industry to develop in a healthy and orderly manner."
Compared with Lao Qiao, who is deeply involved in the field of large-scale ceramic tiles with integration as the core, a listed ceramic company has been working hard in the field of large-scale ceramic tiles for many years. In order to develop the large-scale ceramic tile market, it not only does product research and development alone, but also sets up another independent company. A building decoration company is engaged in the construction and application of products, and the process is very difficult from scratch. When the boss in charge of this project couldn't help crying on the tenth anniversary of the establishment of the department (a man doesn't shed tears easily), people couldn't help but sigh: In addition to the hardships, there is also loneliness and isolation. Well...if ten years ago, they had also cooperated with both inside and outside the industry, wouldn't they have been fighting alone? And will this path of development be better?
I believe that with the impact of the epidemic,what will accelerate changes in the building materials and home furnishing industry is not only the efforts of various brands on e-commerce platforms, but also the efforts of groups in diversified channel layouts.
02
One week ago, the China Building Decoration Association released the "2019 Annual Performance Report of 8 Listed Building Decoration Companies including Golden Mantis, China Construction Construction, Weiye, and Ruihe". The companies that showed a decrease in data compared with 2018 are: For Qixin Group, Bauing Group, Jianyi Group, and Mingdiao Group, the data ranged from 25.25% to 71.27%; while for the other four companies (Golden Mantis, China Construction Construction, Weiye Group, and Ruihe Group), the year-on-year data for 2018 was There is growth, and the data ranges from 8.71% to 48.57%. Among them, the one with the highest growth is China Construction Construction (a year-on-year increase of 48.57%, a net profit of 248 million yuan), but the one with the highest net profit is Golden Mantis (a year-on-year increase of 11.75%, a net profit of 2.373 billion yuan). .
Obviously, Golden Mantis is still maintaining a stable development situation. It is said that the home decoration industry has "lots of pitfalls" and consumers cannot avoid it. According to information recently released by the People's Court Announcement Network, from 2019 to January 2020, more than 46 decoration companies across the country applied for or were ruled to be bankrupt and liquidated, covering More than 20 cities across the country. Based on the development phenomenon and data comparison, many people may ask why the golden mantis is not affected by the environment?
In the 2019 terminal market research of China Ceramics Network (Suzhou-Wuxi-Chang Station), the research team visited the headquarters of Golden Mantis. At that time, people from its internal design institute revealed that the number of projects undertaken by the company every year (the proportion of hotels increased byThere is only more, and there is no decrease. During the epidemic, Zhongtao Jun was surprised to see the activity page of Golden Mantis on an e-commerce platform - a flash sale for a deposit of 800 yuan.
Golden Mantis Family Event Page
Golden Mantis Family Event Page
When the original channels are fragmented and intercepted, and sales in retail channels are declining, traditional store models are undergoing transformation, so Even this construction and decoration giant has begun to develop its efforts on e-commerce platforms.
Last week, Che Jianxin, chairman of Red Star Macalline, also made remarks about "two great good news for the home furnishing industry", analyzing that the home furnishing industry is improving. Although no one knows where the building materials and home furnishing industry will eventually go, and not all walks of life are suitable for e-commerce, In the Internet era, we can use Internet thinking to make layouts and apply information technology to break through. Seize the opportunity in the second half of the building materials and home furnishing industry, and achieve stability and progress amidst changes.
03
Recently, when Mr. Zhongtao was visiting Mr. A of a certain brand, he met Mr. B of a certain brand whose situation was on the rise. The only conversation they had was "Should we get out of this industry?
strong>" This topic has nothing to do with the epidemic.
Mr. B is born in the 90s and is in the age of hard work. When he first entered the industry, Mr. A has always been guided by Mr. A, so he regards Mr. A as his mentor for the future direction of life. However, in this conversation, Mr. A gave Mr. B some guidance. A "big surprise" feeling.
Mr. B said that several of his friends in the same industry had jumped into the door and window industry. Being shaken physically and mentally, he asked Mr. A if it was okay? Regarding this direction, Mr. A actually agrees that it is a good development prospect. "The door and window industry lags behind the ceramic industry several times. It needs talents to join in for further development. People in the ceramic industry have generally had relatively easy jobs in the past." However, the company's workplace is in Lecong and my home is in Nanzhuang. If I change the industry, it would require me to start from scratch, so I won't consider it and I don't believe in the ceramics industry. There is still room for development".
Mr. B said: You are old!
Mr. A responded: "We were born in different generations, and there is indeed a generation gap in thinking."
“Generation Z” people
On New Year's Day in 2020, several TV stations with high ratings held New Year's Eve parties as usual. Their usual program routines have made their ratings lower and lower in recent years. No matter how many popular celebrities were invited to the party, Or how many novel ways of interaction have been tried, but the results are all for self-amusement. The unusual Bilibili (bilibili) also held a New Year's Eve party through live broadcast, but it received countless praises and was already outstanding even after it emerged. The reason is that Bilibili's products have always insisted on achieving empathy and resonance with more "Generation Z" people. What is “Generation Z”? Generally refers to people born between 1995 and 2009. They have distinctive personalities and are willing to try out, and have become the main voice controllers of the Internet. So in addition to the New Year’s Eve, Station B has also made leaps and bounds.
The above "conclusion" proves that what Mr. A said is reasonable - he was born in a different era. Perhaps what can "break the circle" is Mr. B's character; Mr. A does not have to accompany him, but he has to agree.
……
"It seems quiet, but it may be surging. You may appear determined, but in fact you are full of uneasiness. Only by being rational can you embrace danger. Being sophisticated can also be naive." This is the sentence at the beginning of the innovative quasi-live interview program "Thirteen Invitations". These four sentences are so profound and go straight to the heart. They also analyze what individuals need to do when facing the current contradictory phenomena is to learn to change, make appropriate adjustments, and stay calm in the face of danger.
