一
Currently, the market downturn in the ceramic industry has led to a significant shrinkage of traditional retail and dealer channels. As the proportion of finely decorated houses continues to increase, the market share of engineering channels has gradually increased. Aowei Cloud Network data shows that the scale of the fine decoration market has grown steadily in 2019, and the penetration rate of pre-installation scale has reached 32%. In the next ten years, the penetration rate of the fully fine decoration market is still 50%, and the growth rate of the fully fine decoration market is expected in 2020 At 20%-33%. This means that the market share of engineering channels in the ceramic industry will continue to expand in the future.
In fact, this trend has already been highlighted at the beginning of this year. In April, the China Ceramics Network WeChat public account released "Investment information shows that rock slabs, functional bricks and engineering channels have undergone gratifying changes｜1- According to the article "February Investment Briefing", the data shows that from January to February, there were 5 intended dealers who wanted to represent ceramic tile brands for engineering projects strong>. With a little knowledge, we can estimate that the end market is facing a large demand for bricks from engineering channels.
At the same time, this year is the final year of the "Thirteenth Five-Year Plan". There are many major engineering projects completed across the country this year. The Ministry of Housing and Urban-Rural Development recently issued the "Specifications for Urban and Rural Water Supply Projects" and other 38 housing and housing projects. "Notice on the Public Solicitation of Opinions on the Full Text of Compulsory Engineering Construction Specifications in the Field of Urban and Rural Construction" also proposes that urban newly built residences be fully decorated and delivered. There are various signs that the owners of future ceramic companiesThe battlefield will be the engineering channel.
二
In recent years, many ceramic companies have paid more and more attention to the construction of engineering channels and begun to vigorously develop engineering business. However, engineering channels are not something ceramic companies can develop if they want. Real estate companies will set certain thresholds for bidding companies. The strength behind the ceramic companies that finally win the bid cannot be underestimated. Therefore, in the ceramic industry, companies that do well in engineering channels are a strong advantage to the outside world. They can not only help terminals empower dealers, but also win the favor of end consumers. "He who wins the project wins the world", this saying has its own truth.
In fact, the biggest manifestation of ceramic companies developing engineering business is cooperation with real estate companies or decoration companies. Since the beginning of the new year, Zhongtaojun has observed that many ceramic companies have issued good news about their engineering business:
Shunhui Tiles
On April 22, Tang Hao, deputy general manager of Golden Mantis, a listed decoration company, and Wang Junwei, general manager of the supply chain center, and other leaders arrived in Foshan, Guangdong to inspect Shunhui Ceramics for a centralized procurement project. It is understood that Shunhui Ceramics has always been an important partner of Golden Mantis, and was rated as a "Five-Star Excellent Supplier" by Golden Mantis Group in 2019. This inspection heralds the further strengthening of the strategic cooperation between Shunhui Ceramics and Golden Mantis, and is also a major measure for Shunhui Ceramics' channel promotion.
Coincidentally, on April 2-3, Shunhui Ceramics’ engineering cooperation inspection teams—Pengrun Construction Group and Shandong Jinhua Construction Group arrived in Foshan, Guangdong, and visited Shunhui Ceramics’ exhibition hall for inspections on centralized procurement projects. . Pengrun Construction Group is one of the top 100 enterprises in China's construction and decoration industry, while Shandong Jinhua Construction Group is a large private enterprise in Shandong Province, mainly engaged in real estate development, construction, prefabricated construction and other fields. The visit of the two inspection groups this time was full ofThis fully reflects their confidence and sincerity in cooperating with Shunhui Ceramics.
Shunhui Tile Part Engineering Cooperation Enterprise
In just one month, Shunhui Ceramics has strengthened channel cooperation with three engineering partners. It can be seen from this that in 2020, Shunhui Ceramics will continue to accelerate the layout of engineering channels. It is reported that Shunhui Tile relies on its strong corporate strength and high-quality comprehensive service guarantee. In recent years, it has reached strategic cooperative relationships with many first-line real estate companies and has received more and more recognition and choice.
Wells Ceramics
On April 18, Wells Ceramics issued a good news of winning the bid. Relying on its excellent product quality and highly competitive service system, Wells's company has successively reached strategic cooperation with four real estate companies: Greenland Group, China Merchants Shekou, Tahoe Group, and Helenbergh.
Winning four consecutive bids shows the strong brand strength of Wells Ceramics. It is understood that Wells ceramic products have long-term stable quality and perfect services. They have been selected by hundreds of engineering projects such as the Beijing Olympic Tennis Stadium, Beijing Aerospace Science and Technology City, Vanke, Poly, and Wanda, and have won wide recognition and praise from the market.
Jinyi Ceramic Tiles
On April 15, Jin Yitao released a good news of winning the bid. With its excellent product strength and stable supply chain system, it won the recognition of the bidder. It was in the centralized procurement of imitation granite landscape tiles in Greenland Group Materials Company from 2020 to 2022. And in 2020-2021, Xincheng Holdings has successively won bids for strategic procurement projects of dry-hanging imitation stone bricks (thick plates) for exterior walls. It is reported that this is Jinyitao's second strategic cooperation with a domestic real estate giant after winning the bid for China Jinmao's South China project in January.
In 2020, Jin Yitao will once again focus on the engineering channel, intending to use the engineering channel as a new growth point to break through against the trend.
Nengqiang Ceramics
On April 15, Nengqiang Ceramics announced the good news of winning the bid. Nengqiang Ceramics won the bid for Greenland Group’s 2020-2022 imitation granite landscape tiles, and successfully joined hands with the world’s top 500 companies.
Nengqiang Ceramics has always been favored by real estate companies. In March this year, Nengqiang Ceramics won the top 10 architectural ceramics category in the 2020 China Real Estate Development Enterprises Top 500 Preferred Supplier Service Provider Brand Evaluation List, fully demonstrating its brand influence accumulated over 21 years.
Qianghui Ceramics
On December 18, 2019, at the 2019 China Real Estate Industry Chain Annual Ceremony and the "Strategic Integrity Supplier Research Report" release ceremony, Qianghui Ceramics held the title of "Standing Council Member of the Industrial Chain Innovation Cooperation Branch of the All-Union Real Estate Chamber of Commerce" I joined the Chamber of Commerce and embarked on a new journey of developing engineering channels.
……
三
In fact, not all ceramic companies are suitable for engineering channels. The engineering channel not only consumes more time and energy than other channels, but also faces the risk of delayed remittance by Party A, affecting the normal operation of the company. At the same time, as more and more ceramic companies begin to develop engineering projects,At present, project parties have also begun to become "picky" and pay more attention to the cost-effectiveness of products. They will also comprehensively consider indicators such as product support, product quality, product cost-effectiveness, personal communication, and services.
Of course, in the engineering channel, product is still king. Zhongtaojun found that many ceramic companies that are good at engineering channels have very obvious product advantages, and they even invest heavily in the research and development of engineering bricks.
Jinyitao's winning bid this time KITO thick bricks adopts full-body technology. Electric wires and water pipes can be accommodated under the bricks, which facilitates daily maintenance of lines under the bricks. Pipes do not require tedious work such as drilling holes and removing walls, and can be flexibly used in diversified application scenarios such as hotels, clubs, villas, municipal engineering and commercial projects.
KITO thick brick floor paving real shot
The product that Nengqiang Ceramics won the bid for - imitation granite landscape tiles - is the brick for engineering channels that Nengqiang Ceramics has invested heavily in research and development - Nengqiang Zhenpin granite series tiles. Nengqiang Zhenpin Granite Based on precious natural granite, it is strong and wear-resistant, dense and flexural, durable and has high water absorption. It has many advantages such as low cost, strong anti-fouling properties, and super anti-skid. The decorative effect is even better than that of natural stone. It is especially suitable for complex environments such as outdoor pavements, public places, and building exterior walls. It is the "magic weapon" for Nengqiang Ceramics to win engineering projects. ".
Nengqiang Zhenpin Granite
In addition, one of Eagle Ceramics's polished tiles is deeply loved by engineering users at home and abroad., has been a best-seller for nearly 20 years. It is reported that Eagle Ceramics has designated this product for its recent projects in Xi'an. The sea sand stone series that is exhibited at the Bologna Exhibition every year is very popular among foreigners.
The ceramic companies that can become the best in the engineering channel can be said to be more or less, but what is certain is that the companies that can be listed on the "Top Ten Brands of Chinese Architectural Sanitary Ceramics" are definitely not bad in terms of engineering channels. .
Currently, the selection activity of China Ceramics Network's "2020 China's Top Ten Brands of Building and Sanitary Ceramics" is in preparation. Zhongtaojun found that many nominated ceramic companies (brands) have achieved new results in the engineering channel, which won extra points for subsequent selection voting. I believe these companies will definitely achieve good results in the selection, let us wait and see!
Special attention
China Brand Day (May 10) is approaching. China Ceramics Network will join hands with leading brands in the ceramic industry on Weibo to pay tribute to Chinese quality and call for the fourth China Brand Day! Remember to visit the official blog of @中国ceramics.com on Weibo~
