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There is no doubt that rock slab is a development trend. How long is the life cycle of the rock
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There is no doubt that rock slab is a development trend. How long is the life cycle of the rock slab and whether it will overheat soon; Everyone is watching.
The outbreak of rock slab, first, the use of ceramic tile pan-home board has been broadened; Second, functional tiles are antibacterial, anti-slip and reduce formaldehyde. ...
As a cross-border product, Rock Slab includes furniture, household appliances, customization, kitchen and bathroom, etc., so we must be aware of this huge opportunity.
No matter how complicated the business model is, it will eventually return to basics. What problems it solves, what it does and why it is useful; Being able to answer these questions clearly is the starting point of success.
Today, the home furnishing industry is undergoing profound changes:
First, there is no customization and no home;
Second, after the epidemic, home improvement consumption is facing an upgrade, and at the same time, environmentally friendly plates such as antibacterial and formaldehyde-free are constantly emerging;
Third, the whole outfit is popular, and various brands gather and collide;
Fourth, the concept of high-definition has sprung up everywhere, striving for consumers;
Fifth, new domestic products are popular, and the exhibition hall does not sell goods, setting up a new economic experience;
Sixth, the new format of live broadcast and digital marketing. Behind these changes, they are all serving consumers.
In a word, consumers don't care about the business model, they only care about what kind of value they can create for themselves.
First, the value of rock slab depends on whether it can meet the needs of customers.
How do home furnishing enterprises treat rock slabs as application providers?
Previously, according to a set of data analysis of 20 19, only one European company can generate 2 million square meters of rock slab demand every year.
Since 18, Ya Dan has customized the whole house for environmental protection, introduced rock slabs for cabinets, wardrobes and other cabinets, and set up a product research and development laboratory. The aesthetics and physical properties of rock slab design are considered comprehensively, and it is a good slab for everyone to live in. However, the cost was high in the first two years, and the price of a set of high-grade slate doors was almost above 10 thousand, and it was not easy to process, install and apply.
According to the business manager who specializes in making art cabinets, since 20 15, the slate has been used for cabinet countertops. It was not used much before, but the slate is really heavy.
This year, I began to try to make door panels with rock slabs. Based on the beauty and environmental protection of rock slabs, the cabinet technology has been greatly improved. However, imported rock slabs are still used at present.
A manager of Aopu Home said that although the application of rock slab in Aopu Home belongs to the exploration period, such as the application of rock slab in walls, balcony cabinets and some theme background walls; It is still under development. In our exploration, we used rock slabs imported from Italy, but with the improvement of the stability of domestic rock slabs; Domestic rock slabs will also be considered.
A product director of Haolaike Custom Home believes that rock boards will be used on dining tables, background boards and door panels at present; Imported and domestic rock slabs are used, but the standards of related products, such as China external rock slabs, are different from domestic standards.
Earlier, when the domestic slate was not popular, many home and furniture enterprises adopted imported slate, such as the Italian imported slate for gold cabinets.
Li, director of the Federal Furniture Group, pointed out that at present, Italy has an advantage in the processing rate of rock slabs. Many furniture enterprises in the industry still use imported rock slabs, while domestic rock slabs should be done well from the confidence of their own enterprises. To be really light and thin, it can be better applied in the field of furniture.
Besides, the rock slab is a bit like Tesla. The price was quite high when it first entered the market, but the added value increased after it was processed into furniture. With its popularity, prices began to fall.
A furniture manufacturer told senior media in the industry that there is a big shortage of rock slabs in our town at present, with a daily demand of 30,000-50,000 m2. If you add furniture industrial bases such as Foshan in Guangdong and Chengdu in Sichuan, there are about 30,000-50,000 furniture manufacturers in Foshan, and the daily demand for rock slabs in the furniture industry will be several times that of now.
At the same time, however, the rock slab faces too long production cycle, construction and quality; There is no uniform standard, and there are some shortcomings to be solved, such as color difference and homogenization.
Of course, this also reminds Bian Xiao of an important feeling of watching the exhibition in recent months, that is, the application of a large number of ceramic plates in kitchen utensils, closet, furniture, home and other spaces. With the standardization of rock slabs, product standards are established, and then application standards are formulated in conjunction with related industries.
It can even be widely used to customize wardrobe furniture. I believe that the cabinet field or the industry with the fastest application of slate is subdivided.
Rock plate is an explosive new variety, with large market and complete incremental market. Cross-border is connection. Rock slabs can be used in various scenes in the future, so don't set restrictions on rock slabs.
When the product is embedded in the usage scenario, the change broke out, and its products, positioning, pricing, brand, marketing and channels have all undergone subversive changes. Such a scene revolution, the decisive criterion for judging goods has developed from brand to "people" who use it.
According to industry analysis, the output value of the whole ceramic industry exceeds 400 billion yuan, and slate is regarded as a category of ceramics. According to the current domestic ceramic production capacity, slate accounts for 10%, about 800 million ㎡/year.
As a plate cross-border into the field of home and furniture, the production capacity doubles; The output value of the home furnishing industry alone exceeds 700 billion.
Second, the biggest rival of rock plate enterprises,
How to gain insight into consumer behavior changes
After the epidemic, the classification tendency of domestic consumption is more obvious. As Jiang Nanchun, chairman of Focus Media, said, it is very practical that mass consumption is list consumption, middle class is impulse-triggered consumption, mass is convergent consumption, middle class is optimized consumption, mass is functional consumption, and middle class is aesthetic, exquisite and healthy consumption.
At this time, rock plate enterprises should make clear their market positioning and their own areas of expertise, and increase the depth of exploration. Clear the development direction from the beginning, such as positioning your brand on high-end home improvement from the beginning.
Understand that the purpose of making any product and providing any service is to enhance value. The commercial innovation of the new variety of rock plate revolves around high quality and spiritual needs.
There are already 250 million middle classes in China, and it is predicted that there will be 500 million new middle classes in China by 2025. The total population of this group has far exceeded the total population of the United States. How does the slate make the middle class have a sense of existence, ritual, happiness and value.
Taking new perlite board, Dong Peng rock board, gold rock board and Mona Lisa rock board as examples, healthy rock boards are introduced to add luster to green homes. First of all, the reflected value is that the rock slab is a green building material, which realizes the goal of green energy saving in this field.
Secondly, green home, rock slab, its natural attribute, is an antibacterial and aldehyde-free material. But also gives consideration to a series of properties that consumers care about, such as wear resistance, eating, fire prevention, water resistance and the like; Rock slabs contribute to consumers' green homes.
At present, in order to meet the needs of the new middle class, high-end customization is not necessarily the highest price, but the pursuit of quality of life is getting higher and higher.
Under the background that consumers' psychology has changed and they are more inclined to rational and high-quality products, there is not much time left for enterprises to think. Enterprises must try their best to provide consumers with good slate home products. However, creating product value is not a matter of one or two days, and enterprises need to think and explore products that conform to users' minds.
Some slate brands will ask my products are very good, why can't they be sold?
We made high-quality products, controlled the cost, paved the channels and solved the convenience of construction and application. But it still can't be sold, because the real decision-making power of consumption lies in the hearts of external consumers. You're in charge of the enterprise.
When your product advantage can't be transformed into consumers' cognitive advantage, you can't bring anything to consumers, which is not what consumers need; Consumer demand determines its vitality, and you just can't sell it.
When your product fails to grasp the psychological switch of consumers. Those excellent brands not only reflect the advantages of your products, but also differ from your competing products, which is also the pain point of consumer demand. Then you are caught in a price war, and the promotion war is only a matter of time.
Secondly, some enterprises think that branding has no effect but increases the cost, so they start a series of promotion wars and price wars; Fall into a vicious circle. This is because they didn't find the switch of consumers' minds in advertisements.
Why does Taobao have traffic, because it captures the minds of consumers-it is a omnipotent Taobao; Why does JD.COM have traffic? It's because it captures the minds of consumers-100% genuine products, fast delivery and self-operated logistics; Why does Vipshop have traffic? Because it captures the minds of consumers-brand names are discounted to Vipshop.
Therefore, only when the brand is deeply rooted in the hearts of the people can it be a continuous flow, and the brand potential energy can bring the premium ability of the product. This is also why some powerful ceramic enterprises in the building ceramics industry began to set up rock slab brands.
In fact, after careful observation of many slate brands, the homogenization problem is really serious, and plagiarism and imitation are basically the same; Poor upgrading of individual slate brands leads to frequent quality problems and repeated complaints; Moreover, the standard of rock slab has not been established, which also makes many home furnishing enterprises not use domestic rock slabs and dare not use them on a large scale.
The core of breaking through from homogenization competition lies in product innovation and brand building. There are usually a large number of imitators after the innovation of rock plate products; To turn the blue ocean into the red sea market, it is extremely important to grasp consumers' cognition through "brand building" and establish a moat.
Under the background of homogenization, enterprises that think about price wars every day will decline in the low-end market sooner or later. The price war of rock slab may be feasible at first, which is beneficial to the popularization of rock slab to a certain extent, and an appropriate price war will force enterprises to carry out technological innovation;
However, due to the gradual development and maturity of the rock slab industry, the profits of enterprises will be reduced or even lost; Business will get harder every year. On the contrary, those who lock in the new middle class, recognize its positioning, create differentiated value with high-quality innovative aesthetic design, grasp the time window of harmonious coexistence with people at the right time and place, and detonate the brand.
If corporate brands want to succeed in various industries in the future, they must firmly lock in those weathervanes that affect China's consumer market; Such people are opinion leaders and bring their own word-of-mouth traffic; They define brands and lead the market trend.
In 2020, the consumer market will accelerate the second differentiation, and corporate brands will also accelerate the differentiation.
Source: Meijia. Com, decoration announcement
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