Ceramic Industry Promotion Wave Intensive Strikes

According to incomplete statistics, there will be hundreds of promotional activities in the country in the near future. The forms include the home exhibition of the sales area, the Tao Bo conference in the production areas, the alliance purchase of the stores, the signing and sale of the presidents of the stores, and the factory price of the factory. Direct and so on.

Faced with the phenomenon of ceramic industry promotions, there are Tao industry marketing executives who laugh at themselves "not to engage in promotions on the way to engage in promotions." As the industry's large-scale promotion wave strikes, for the second half of the year, many industry sources expect that “Jin 9 Silver 10” may not usher in explosive growth or a large area decline. However, what is certain is that "Jinjiuyinshi" as the "last battle" of a business in a year, it will surely make every effort to deal with the final sprint.

The overall market slowed down moderately In 2012, not many people would predict that “stock out” has become the most troublesome issue for many companies in the first half of 2013.

The full release of production capacity in the first half of the year, and the explosive end-markets, have also given the unlimited imagination of many companies to continue to rise in the second half of the year. However, in the reporter's investigation, Zhang Yichao, deputy general manager of Jin Yitao, Tang Yao, general manager of Yinuo Ceramics, Chen Manbiao, general manager of DAC tile sales, general manager of Sansha Ceramics, general manager of nine vehicle sales, Yu Chaoyong, and other corporate professionals Both believe that the Jian Tao market in the second half of this year will tend to be moderate and there will be no obvious explosive growth or a substantial decline. And Chen Xianwei, vice president of Eagle Group, and others believe that full glaze and microcrystalline stone will make a difference in the second half.

Sansha Ceramics focuses on engineering channels. Recently, the general manager of the company could find that several large real estate developer customers had delayed the use of materials. The original plan was to provide tile products in May. As a result, it has not yet been published. At the same time, he also discovered that several of his friends who produce traditional polished bricks and bricks are also fighting to switch to microcrystalline stone.

“From this point of view, the market environment is not as optimistic as we think. It is because of this that real estate companies have slowed down the progress of projects and delayed the use of ceramic tile materials. Ceramic companies will try their best to adjust products. Structure and the added value of the product."** can say.

“The situation in the whole country is similar and there has not been much change. The overall content of the built ceramics market is gradually declining, and the market is relatively stable in the second half of the year. The competition of businesses will also become more and more severe.” said Zhang Nianchao, both in passenger traffic and actual On sales, the ceramic market after July will be worse than the first half. He believes that the impact of real estate sales, the market itself, reduced demand; manufacturers in the first half of the frequent promotions, customers have advanced overdraft; the country continued high temperatures, so that the decoration project is reduced to the second half of the market caused an important reason for the moderate slowdown.

In the second half of the year, the market trended steadily. In the past two years, the "restricted purchases" that have been intensively mentioned have begun to fade out of sight. However, according to the recent real estate operation of the National Bureau of Statistics and the Ministry of Commerce’s Department of Circulation Industry Development and the China Building Materials Circulation Association’s July National Building Materials Index (BHI), the overall real estate and even the ceramic market have been slowing down. .

From January to July, the sales area of ​​commercial housing in the country was 61.33 million square meters, which was 2.9 percentage points lower than that in the first six months. Among them, the area of ​​commercial housing sales in the eastern region was 310.38 million square meters, the growth rate fell 2.6 percentage points; the sales area of ​​commercial housing in the central area was 151.71 million square meters, the growth rate fell by 4.2 percentage points; the area of ​​commercial housing sales in the western region was 14,924,300 square meters, and the growth rate fell 2.2 Percentage. By the end of July, the area for sale of commercial housing was 442.74 million square meters, an increase of 5.45 million square meters from the end of June. Among them, the residential area for sale increased by 4.23 million square meters, the area for office buildings increased by 500,000 square meters, and the area for commercial business buildings increased by 720,000 square meters.

In July, the sales volume of supermarkets above designated size was 111.9 billion yuan, a year-on-year decrease of 0.04%. The monthly prosperity index was 112.05, a decrease of 1.31 points over the same period last year, and the managerial confidence index was down 15.56 points from the previous month.

The market performance in the first half of the year was better than many industry insiders expected. However, due to the real estate slowdown, the overall content of the Jiantao market is gradually shrinking. From the DAC's market regional performance, Chen Manbiao said that the performance in the southwestern region was slightly worse, while the situation in East China and Northeast China was slightly better. At the same time, according to him, some companies are under pressure to survive and begin to cut production or change production.

However, the situation is not too bad. Tang Hao always believes that through the integration of marketing and product updates can still promote the company's sales.

"After the fall of Foshan Taobao Fair, until the first half of next year, there will be rapid growth of microcrystalline stone." Yongchao Yong believes that in the current market conditions, products that can bring real profits to customers is a good product, when the profit Lowering to less than 30% means that the product will be eliminated by the terminal.

Resources are primary productivity. The traditional sales season of various industries in September and October was also seen as a final opportunity for businesses to sprint their annual performance. According to incomplete statistics, from late August to the end of September, there are various forms including the Home Fair in the sales area, the Taobo Fair in the production areas, the coalition purchase in the stores, the signing and sale of the presidents of the merchants, and the direct factory price of the factory. There will be more than a hundred building ceramic promotions in the area.

Promotions tend to normalize. For the market competition, Chen Xianwei, vice president of Eagle Group believes that the era of fighting resources has arrived. “Including brand resources, R&D resources, human resources, store resources, channel resources, and human resources, etc. In the past three years, the real-world first-line brands have developed rapidly, and market resources have also converged with them. This is also the case for the next three years. Chen Xianwei said.

Recently, leading real estate companies such as Vanke, China Shipping, and Poly Real Estate have all released their sales in July. The data shows that the sales performance of a number of housing companies increased significantly year-on-year, and many housing companies also successfully completed this year's sales target share in the first seven months of this year.

It can be seen from the sales data that the one hundred million yuan of housing enterprises that have announced their performance, such as Vanke and China Shipping, have exceeded 10 billion in sales in one month. Although the year-on-year increase is not large, the base of sales amount has been very impressive. Among the 10 billion real estate enterprises, such as Poly Real Estate, Longhu Real Estate, and Greentown Group, these housing companies achieved sales growth of more than 40% in one month. However, at the same time, the latest statistics from the National Bureau of Statistics also showed that the sales area and sales growth rate of commercial housing in the country all began to slow down in July.

On the whole, the period of rapid growth of real estate has passed and the market has entered the era of large real estate business. In Chen Xianwei's view, the building industry, which maintains a high degree of consistency with the total real estate market, has also entered the era of big brands. Only by having more market resources can it be possible to gain an upper hand in market competition.