A history of the development of the architectural ceramics industry, accompanied by the transformation process of channels.
In recent years, affected by changes in consumer groups and traffic structure, ceramic channels have entered a long-term adjustment stage, and many manufacturers and distributors are facing transformation and upgrading. In particular, retail dealers whose main battlefield is offline stores have generally completed the transition from sales to marketing, and their channels have also been upgraded from a single channel to an omni-channel layout.
In the next market competition, how should architectural ceramics companies and dealers realize a new round of channel adjustment and upgrading? In response to this problem, White Rabbit Ceramics gave the answer this year, with the full category of "three bricks in parallel" Matrix deeply cultivates the industry and reshapes competitive advantages through key actions such as the construction of new channel systems and the creation of differentiated product competitive advantages. This approach provides dealers with new options.
Channel upgrade, new track starts
According to the China Architectural and Sanitary Ceramics Association's forecast of market demand during the "14th Five-Year Plan", by 2025, the output of architectural ceramics, including rock slabs, will remain at 10 billion square meters, of which the domestic market demand will be 9 billion square meters, and the international market demand will be 9 billion square meters. The market is about 1 billion square meters.
The huge scale of market demand will be shared by more than a dozen channels such as fine decoration facilities, store retail, decoration companies, designers, foremen, and e-commerce. It must be noted that traditional retail channels are shrinking and new retail channels are developing. rise.
Specifically speaking, there are two changes in the retail channel structure. One is from the previous offline store-based retail to an active new retail with an omni-channel layout. Manufacturers need to develop multiple channels to attract traffic on the basis of continued enhancement of store transaction capabilities. Coupled with the gradual expansion of the renovation and decoration of existing houses, this kind of battleground for military strategists cannot be underestimated.
The second is the development from the previous retail dominance to the two-wheel drive of "retail + engineering". The general environment is obvious. The delivery of finely decorated houses has driven the high growth of the B-end channel for many years, whether it is exterior wall tiles, mosaics, wall and floor tiles, All have extremely high matching rates.
This channel change in the architectural ceramics industry means that a new track has officially started. Only by establishing a matching channel system and seizing the decentralized traffic highlands can we gain the upper hand in the new round of competition and capture a certain share of the domestic market demand of billions of square meters.
The question is, how should channels be upgraded and how should a new channel system be built? Dacai Research believes that the focus is to solveTwo issues, one is the construction of an omni-channel system, taking White Rabbit Ceramics as an example, heavy deployment in 2021 After the three-brick business of "exterior wall tiles + mosaic + wall and floor tiles" is driven simultaneously, "retail + engineering" will be the core of the channel strategy, and the construction of stores, decoration, designers, e-commerce and other channels will be promoted at the same time to build a new retail marketing system. Achieve collaborative operations in online and offline marketing.
In addition, White Rabbit Ceramics is promoting the integration of "online new media promotion + offline advertising" Communication strategies enhance the brand’s influence among all customer groups and help increase C-end market share.
The dealer recruitment is divided into two categories: regional general dealers and regional engineering special dealers, which not only locks in the battlefield of retail dealers, but also focuses on cultivating an independent engineering dealer team.
This channel upgrade strategy is the current mainstream direction. It is understood that some elite dealers who are keen on the market generally adopt this type of channel strategy and work towards the omni-channel level. White Rabbit Ceramics used the current mainstream tactics as the standard, closely grasped the market rhythm, and won at the starting line. .
Second, develop exclusive products for different channels to meet the needs of different customer groups; only targeted products can have needle-like penetration. Taking White Rabbit Ceramics as an example, it has fully realized the value of precise research and development for segmented customer groups and clearly stated that in the future In three years, we will achieve an output value of over 1 billion in the field of wall and floor tiles, and meet the coverage and support of all channels such as engineering, retail, designers, and e-commerce.
Starting from differentiated product competition, "three bricks drive simultaneously" will reopen a new situation
As the main material for home decoration, ceramic tiles have strong consumer attributes, especially wall and floor tiles, which have strong brand effects and personalized features. As consumption upgrades, the frequency of product replacement may increase, thereby driving the continued prosperity of the overall market.
However, the growth space of some single categories has basically been determined.For example, polished tiles, antique tiles, fully polished glazed tiles, marble tiles, etc., but new trend products are expected to open up new spaces, such as the rise of slate products, which is a very typical phenomenon.
In order to match the current changes in channel structure and stand out in the homogenized competitive landscape, the product strategy undoubtedly needs to be reconsidered. Currently, there are two key directions that are being paid attention to. One is the matching model of ceramic tiles throughout the house, that is, White Rabbit Ceramics's "exterior wall tiles + mosaics + wall and floor tiles" matrix, and with the help of the improvement of terminal service capabilities, Achieve finished product delivery; secondly, make every effort to open up the market situation of new materials such as rock slabs.
This is also the key reason for White Rabbit Ceramics to build a "three-tile parallel" full-category product matrix , three major categories are sold together to meet the needs of one-stop matching of ceramic tiles for the whole house and integrated matching of the entire home. Compared with the traditional single category or multi-category combination, this approach has relatively obvious competitive differentiation advantages.
In the past few years, architectural ceramics companies generally focused on a certain category, or even on several products, and indeed many companies have achieved success. However, as technology and the market mature, it has become very difficult for leading companies to seek competitive transcendence through the products themselves and to rely on a single category to separate themselves from their peers.
After implementing the product strategy of "three bricks in parallel" this year, White Rabbit Ceramics has adopted differentiated The approach is to no longer rely on the advantages of a single category, but to step into the vast world of all categories and take the integrated business route of whole house ceramic tiles. On the one hand, based on the advantages of the two major categories of "exterior wall tiles + mosaic", Introducing indoor wall and floor tiles to provide a complete set of ceramic tile services for the entire house from the inside to the outside.
It is understood that since its establishment in 1999, White Rabbit Ceramics has maintained a high proportion of investment in research and development. Launching a series of high-quality exterior wall tiles and mosaic products, now with the "three bricks in parallel", exterior wall tiles are the first to occupy the real estate traffic entrance, and then using the combination of "mosaic + wall and floor tiles" to enhance the appearance of the space, not only creating differences in products to achieve competitive advantages, and in the competition for traffic, achievefully deployed.
On the other hand, in the full-category layout of "three bricks simultaneously", White Rabbit Tiles We have not neglected the creation of mature large-scale single products and hot trend products, including strengthening mainstream products such as fully polished glazed tiles, antique tiles, and marble tiles. At the same time, we have grasped the trend of trendy products and focused on creating large-sized rock slabs, which are both based on meeting the current needs. demand for home furnishings, and at the same time lay out trend dividends.
The three-brick product layout and the "retail + engineering" omni-channel new retail system allow us to see a powerful company that breaks through business boundaries and seeks differentiated growth. Benefiting from its solid production capacity and underlying R&D capabilities, White Rabbit Ceramics has the opportunity to compete in China's deep consumer soil Prosper and grow.
