The ceramic industry should take a differentiated development route in the off-season of sales

Entering July, the ceramics industry is welcoming the lowest of seasonal sales in the off-season. Due to the high temperature and weather, there are many areas, the ceramic market is stable and low, the macro interest is weak, and the terminal industry downturn cannot be changed in the short term. Enterprises and businesses are waiting for the bottom of the rebound. In the first half of 2012, affected by various factors such as the international economic situation, domestic macro-control and rising raw materials and labor costs, the ceramic industry continued to be weak, the twists and turns continued, the price platform as a whole moved down, the bargaining space was chaotic, and the survival pressure increased significantly. In the second half of the year, the ceramic enterprises have made pre-judgments, adjusted tactical measures in a timely manner, improved strategies, worked hard, strengthened research and development and promotion of new products, enhanced the added value of the brand, and vigorously explored new market space and made a good job. Prepare for a long winter and a long-term battle. Smooth operation is the main tone of the second half of the year
After the interest rate cut on June 8, on the evening of July 5, the central bank announced again that the benchmark interest rate for RMB deposits and loans of financial institutions will be lowered from July 6, 2012, and the one-year deposit benchmark interest rate of financial institutions will be lowered by 0.25 percentage points. The benchmark loan interest rate was lowered by 0.31 percentage points; the benchmark interest rates for deposits and loans of other grades and the interest rate of deposits and loans for individual housing provident funds were adjusted accordingly. The loan interest rate was cut more than the deposit rate, and the monetary environment was again loose. Industry experts analyzed that the central bank's interest rate cut is a relatively obvious boost for real estate, but the boost does not mean raising prices, and the future housing prices will still be in a reasonable balance. The main driver of the domestic economy is reflected in the development of the real economy, which accounts for a large share of the real economy. The improvement of the real estate market will drive the economic situation to rise, and the favorable economic environment will contribute to the steady development of the real estate market. The two sides are mutually beneficial and mutually beneficial. Since the first time in April 2010, the “National Ten Articles” proposed that local governments can take temporary purchase restrictions according to actual conditions, major cities across the country have entered the bleak situation of the property market. At the beginning of the Year of the Dragon, with the fine-tuning of the property market around the country, the fine-tuning of interest on the provident fund loans, and the bursting of rigid demand, the transaction volume of the local property market has gradually improved. After the transaction volume of the property market appeared in March “Xiaoyangchun” and “Red May”, the “purchasing house heat” continued to spread in June. Even in the cities of Nanjing and Shenzhen, there were even thousands of people queuing for house purchases, indicating that the release of market demand began to weaken. Supply and demand are fully active. From the trend of real estate development in the second half of the year, although the real estate market is gradually coming out of the downturn and the signs of recovery are increasing, both in terms of volume and market confidence, the central government’s control over local policy fine-tuning touches the red line is still very strong. Strict, the overall trend of regulation has not changed. The accumulated high inventory still needs long-term digestion of the market, and there will be no obvious change in the short-term supply and demand. The market will continue to be stable in the second half of the year. However, from the current point of view, the recovery of the real estate market is not too obvious for the stimulation of the building materials industry, the situation of the building materials market is still cold and the overall improvement, the building materials market business is still very bleak. Some insiders believe that compared with commercial housing, the recovery of the building materials market will be slightly delayed. Some of the owners who buy commercial housing are used for investment, and some are not renovated right away. Therefore, the owners who purchase decoration materials in the building materials market after purchase are only about 30% or even lower. With the increase in sales of commercial housing, the business of building materials market may pick up next year. The recovery of real estate has caused many companies to smell the arrival of building materials in spring, but the market in the second half of the year is still confusing, and the market is in a state of dynamic balance. The difference between the off- season season is not obvious. From June, the building materials industry has entered the traditional off-season. The cold and clear weather of the building materials market is in stark contrast. The merchants have had the time to drink afternoon tea, but they have no mood to drink afternoon tea. According to some enterprises, due to the influence of the weather, the number of decoration owners has decreased significantly. Compared with May, the sales volume of enterprises has dropped significantly. However, in fact, from this year, the building materials market has continued to be in a state of depression. The “3.15” promotion ended in a sloppy past, although there was a small climax, but no effective purchasing power was seen; the “5.1” promotion was fierce, but the market was relatively deserted, the passenger flow was scarce, and it was difficult for enterprises and businesses to expect; June, Children’s Day and Dragon Boat Festival It has also become a gimmick for building materials business promotion, and the situation is still not ideal. In 2012, it was a bad year for the building materials industry. The phenomenon of clear seasons in previous years has not been staged this year. The whole first half of the year showed a low season and a prosperous season. Still ceramic president Tang Yong also believes that the ceramic industry has no obvious peak season.
With the gradual shrinking of market demand and fierce competition in the terminal, the company's inventory is high, and the products are difficult to sell, which makes the company's funds increasingly stretched and difficult to maintain. Under the game of weak demand in the market and high inventory of enterprises, the low-cost operation of enterprises has become the best way to quickly solve the capital turnover. In the past few months, although raw material costs and labor costs have continued to rise, the industry price war has intensified, and product prices have almost reached the bottom line. Nowadays, in the terminal stores, the president's signing, discounts, cash draws and other promotion methods have become the best way for enterprises and businesses to take the low-cost, holiday promotion, weekend promotion, off-season promotion, and even to the daily promotion, consumption For the merchant's promotion "trick" is no longer a cold, which makes the final weapon of the enterprise and the merchant to attract consumers also lost the effect. Taking the differential development route under various pressures and difficulties, in the first half of this year, most ceramic enterprises have worked hard on the development of new products, improved product quality, superior product rate, and reduced waste. To achieve the goal of reducing production costs; on the other hand, enterprises continue to strengthen the promotion and development of terminals, enhance the value of brands in the terminal, develop new market space, and gain greater market share. After the downturn in the market in the first half of the year, the company began to adapt to the weak market environment and actively seek change, and gradually explored a set of ways to break through the border. Yang Wenchao, managing director of Foshan Oumani Ceramics Co., Ltd. pointed out that “the industry that has not been smashed, only the company that has collapsed, has the opportunity at any time”. He believes that the market will always be provided to the new force. For the emerging ceramic brands, only by paying close attention to the products, allowing the products to have core competitiveness and embarking on a differentiated development path, can we survive and develop in a cold market environment. Compared with enterprises with strong scale and strength, it will be more difficult for SMEs to develop under the market downturn. They do not have the strong strength of large enterprises to back them up, and there are not many outlets and broad channels to support marketing. However, under the cold current, there is a fairy, and there is a magic trick. Zhang Haobin, general manager of Foshan Senpu Building Materials Co., Ltd. believes that the market always has a blank space. SMEs are to occupy the gap of the market and take a differentiated development route. Personalized products fill the gaps in the market to find a living space. Products are the foundation of enterprise development, and marketing is the means by which enterprises can expand their markets. In the downturn of the market, in addition to the need for good products to impress consumers, we also need to innovate and break through in marketing. Wan Tao, manager of Weisha Tile Marketing Department, said that ceramic tile sales can be integrated into distribution, direct marketing, e-commerce and special channels. In addition, the ceramic tile industry chain should be extended to allow the products to meet the needs of the overall home space decoration, to integrate the designer resources with the advantages of the products, to provide one-stop service for the products in the home design, to explore the scope of application of the products and Space, to achieve the purpose of full marketing.

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