Antique bricks trend well in 2011, and the division of labor becomes a trend

In recent years, antique bricks have been fired in China, but their market share is small. After years of market cultivation, consumers have gradually deepened their understanding of this product and gradually recognized the unique appearance and performance of antique bricks.

In 2011, domestic ceramic enterprises increased the number of antique brick production lines and achieved considerable sales. In Hunan Yueyang, Jiangxi Gao'an, Sichuan Leshan, Fujian Quanzhou and other major production areas and sales areas, whether it is medium and low building materials wholesale market or indoor high-end stores, are not difficult to find a variety of series of antique brick products, antique brick products have occupied the market Most of the rivers in the country have a tendency to spread.

Antique tiles account for 10.6% of national tile production capacity

Recently, according to the latest data collected, the country currently has 3191 tile production lines, of which 374 antique brick production lines, daily production of 3.603 million square meters, accounting for 10.64% of total national tile production. The data shows that at present, the output of polished tiles in China's ceramic tile industry ranks first among other products with a proportion of 35%, and the major ceramic tile production capacities thereafter are respectively ceramic tiles (24.8%), exterior wall tiles (16.3%), and antique tiles ( 10.6%), floor tiles (6.8%). In recent years, the production of microcrystalline products of hot products accounted for only 0.7% of the national total ceramic tile production, and the scale of production and production was the smallest.

Some analysts believe that although the current production of antique tiles is only 10.6% of the national tile production, but because of its huge potential for design and development, and the fierce and fierce competition of polished tiles, it will be the biggest product for future development. Especially in the mixed trend of wall and floor integration, there are more and more cases of bricks on the wall, and tile products will face greater market pressure. The competitive advantage is more evident in the collection of antique brick products. Some people even predict that the output of antique bricks will gradually increase in the future, and some tiles and polished brick production lines may change their production of antique brick products, so that the proportion of antique brick production will gradually approach that of polished tiles and may even exceed 35% of that of polished tiles.

“A lot of facts also show that the development space of antique tiles is even bigger. For example, the polished tiles have a very big limitation in the design and color performance of product patterns, and in comparison of all products, it is a relatively serious product with excess capacity. Therefore, polishing Brick production line is very likely to be transformed into production, while ceramic tiles will continue to narrow due to the future of bricks on the walls, but the performance of tile tiles is stronger than that of polished tiles. Changes in decoration design requirements." Rong Jihua, chairman of Guangdong Dow Technology Co., Ltd., analyzed this.

In addition, some people have expressed that if companies do not fully investigate the market and analyze their own strengths and weaknesses and focus on adjusting production line conversion, it may lead to a more chaotic product pattern. Therefore, it is particularly important for ceramic enterprises to timely and fully grasp the information of production changes in various production areas and appropriately adjust production. At the same time, microcrystalline stone is a typical product of the current small market and small output, and its development space is meaningless, depending on changes in market demand and the company's own brand building and quality management.

The market for large antique bricks has gradually grown into a market. In the market of the Chaoyang District Shilonghe Chaolong ceramics headquarters base, there are two large exhibition halls in Marco Polo Ceramic Tiles. Nobel Cezanne is impressed by the home of the surprise and the red star Macalon. There are also storefronts inside.

As a business must compete, Beijing's building materials brands and products, including building materials stores are more, and different brands have their own advantages of products, different stores have their own uniqueness. According to the reporter’s investigation, there are Marco Polo, Jin Yitao, and spiders in Beijing’s relatively good antique brick brands. On the one hand, these brands have a certain market accumulation in Beijing, and they have a certain reputation in the hearts of the general consumers; on the other hand, There are many types of antique bricks in these brands, and there is room for more choices, which can bring consumers a variety of choices. #p#Subtitle #e#

In addition, Jin Yitao, who specializes in antique bricks in China, also has a large flagship store in the headquarters of Haolong Ceramics. According to the introduction of the deputy general manager of the store, Yuan Zhenzhen, the products have more colors and styles, and the best-selling products are The classic style of time trials is not the same as the dull colors of antique bricks that everyone understands. The color of Jin Yitao products is very rich. Consumers who can meet different aesthetic needs have recently been promoted with a new batch of wood grain series, which has caused a lot of Consumer attention. In 2011, Jin Yitao pioneered the "Golden Yi Tao You Faithful National III president of the celebrity signing and sale activities," a precedent, so that more consumers and industry professionals concerned about the rapid increase in Jin Yi Tao's visibility and influence.

The same ICC tile that specializes in antique brick brands, Li Yang, who is responsible for the planning department, also introduced that the products that are more popular in their stores are wood grain brick products. On the one hand, the color of the products attracts customers and on the other hand, people are changed. The original view of the tile.

Changsha Wanjiali Home Building Materials Plaza is a wind-type pole popularized by Hunan home building materials brands, and it is also a symbol of brand and integrity. In 2011, antique bricks whipped up a strong wind in Hunan, and they were very prosperous in the third- and fourth-tier cities such as Yueyang, Zhuzhou and Hengyang.

Fujian is the birthplace of China's important ceramic production areas and antique bricks. With the maturity of the antique brick market and increasing market share, the influence of the Fujian antique brick market is also increasing. In recent years, more and more manufacturing companies in Fujian have joined the ranks of antique brick production under the influence and influence of antique tiles, such as Huahong, Jingyi Porcelain, Tenda, and Shih Locke. Its products are increasingly being used by distributors and consumers. Approved, more dealers joined the team of agents of antique brick products, and the influence of regional brands of antique bricks in Fujian was further revealed.

According to industry analysts, the adjustment of the production area structure has not had a great impact on the sales area. The market share of antique bricks is still limited, and there is still ample room for development.

Product differentiation, more and more conspicuous consumption According to a survey by the reporter, 75% of antique brick dealers will fail in their operations because they miss the trend of antique brick products; antique tiles are different from polished tiles and tiles, and the trend of products is becoming more and more obvious. As early as 2002-2005, metal glazes made some manufacturers and distributors fortune overnight. Before the trend of the grained bricks, the trend of the wood grain bricks behind, the trend of half-turning bricks, and now all the marbles are used to feed a large number of manufacturers and Agents. Manufacturers continue to develop new categories and begin to explore new market opportunities.

For antique brick agents, simply relying on ideas to promote an antique brick business requires a lot of money and sweat. The most successful method is to grasp the product development trend.

In addition, separation of production and sales, regional competition has become a trend. Since Foshan's production capacity has shifted year after year, the largest and most mature production areas of China National Building Materials began to implement the mode of separation of production and sales, but the balance of production and sales is still the main driving force for the development of antique brick companies, because there is no real consumer-oriented brand . In addition, production areas such as Jiangxi, Shandong, Sichuan, Hunan, and Hubei have swept the low-end market with absolute price advantage, and in addition to Foshan, the actual demand for the construction of representative brands has started in all producing areas. As a result, regional competition has become increasingly fierce. Now it is the price, and the latter is the brand.

In this process, there will inevitably emerge a group of agents that sell dogs and dogs, both for the pursuit of profits and the accumulation of capital. As a result, agents across the country began to develop from a Roman avenue to the “Road to Rome” situation.

Differentiated market segments are becoming more and more clear. Antique brick companies have always had three directions. One is toward the mass brand, the second is the characteristic brand of the market segment, and the other is the manufacturer with the production scale. With the introduction of revolutionary products for antique tiles, manufacturers and agents have been given a new market segment. At this stage, except for Marco Polo et al., no matter whether it is the temptation of profits, the need for serious homogenization of products or the need for promotion, most companies have to go for the construction of distinctive brands that subdivide the market, seek a place in the market, and then make plans for a bigger one. development of.

Designers have a strong influence on antique brick consumption. In Shenzhen, Lanzhou, and other markets, consumers and agents are disgusted with designers, in addition to some of the reasons for insatiable greed, and their role as "third-party certification" and "leadership." Whether in the upstream manufacturers or the terminal market, designer activities, salons have been constantly, and even a store before the opening of the habit to engage in a game, even worse, specializing in the designer channel specialized brick brand. Due to the fact that there are mass aesthetic differences in the texture features and tones of the antique bricks used as semi-industrial products, they have to rely on the designers' "marketing for merchandise." In the short term, there has been no more effective replacement of objects.

Design and specialization is the design of future trends to promote the development of antique tiles. In the past, beginning in 2008, influenced by the design of exhibition halls such as think-tanks, the antique brick industry began to spur design winds, and the “container concept”, “post-industrial era concept” and “hive concept” flew everywhere. At this stage, the “essential power” of the design only exists in the manufacturer's showroom. Its main role is to attract investment. Therefore, in Foshan, you can find many famous designer-designed exhibition halls—mainly conceptualization, thinking that there is a lack of application of products. Understanding and real needs of the terminal store has become a chicken rib.

Since 2009, exhibition halls that focus on terminal-style display have begun to become the dominant force. The “balance of display and sales” “can move to the terminal” and “the sales and operational risks that allow agents to see the bricks” become the new criteria. Because antique bricks and polished bricks are not the same, manufacturers and agents are constantly diagnosing market problems. Turning 90 degrees, the display effect of an antique brick store at the terminal has played a decisive role in the success of this business. Otherwise, your retail cannot sell, because it does not reflect the value and high quality of the design; the channel is unreasonable—the designer is not close, because the store’s magnanimity is not enough, the layout is chaotic, the design and display are messy, and the cultural added value is hard to reflect.

Third-party forces promote the development of antique bricks. The antique brick industry has always lacked professional third-party companies that deeply understand the industry and market. As a result, the exploration of archaic bricks has been dominated by enterprises for so many years, and the results have been too slow. The large-volume advertising companies surrounding them have remained in the supply of materials. level.

In the future, more companies that are in the bottleneck and seek higher developments must be willing to introduce third parties with “real significance” to prevent more stones from being moved by us and reaching their feet. The constant entry of third parties will help antique brick companies establish new market game rules, promote the maturity of antique brick companies, and ultimately achieve consumer-oriented marketing.

The level of professionalization promotes the development of antique bricks. At the current stage, the degree of specialization in the field of antique tiles still stays at the stage of manufacturer push. It is the future direction to do more "specialization and refinement" in the end market or in the promotion and sales of terminal markets.

The promotion of antique tiles can not be separated from the designers at this stage. The new category provides new opportunities for the development of antique bricks; if the past metal glazes and wood grain bricks created a batch of manufacturers to make a fortune overnight, then all glazed glazes will become even more fierce and they will fully break through the traditional thinking. Its contribution is to redefine Target customers.

If we sum up the idea and idea of ​​full-glazed glaze on breakthrough business ideas in the antique brick industry, the inkjet technology products must be the object that has the opportunity to create market layout in the next stage. In view of the advancement of full-glazed scale, inkjet products may be held on the one hand by companies that possess this technology and hardware, and the other may be purchased by manufacturers with strong production capabilities. This product is quickly provided for the entire industry and is undoubtedly for marketers. It also put forward new requirements.