Although the "carnival" of rock slabs at the 2020 Foshan Autumn Ceramics Expo has gradually faded, the research and discussion on rock slabs across the industry is still continuing.
Currently there is no unified standard for rock slabs in the industry, but qualified rock slabs should have the basic properties of rock and slabs, with food-grade health and safety, impact resistance, pollution resistance, and corrosion resistance. In this way, slate products can use three-dimensional space and interpret the attributes of ultimate luxury.
Stone slab displays can be seen everywhere at the 35th Foshan Ceramics Expo.
Although rock slabs have corresponding processing properties in terms of raw materials, formulas, and processes, unreasonable cutting, edge grinding and other deep processing processes make rock slab products still prone to cracking, edge chipping, and difficulty in splicing. Fewer problems.
Many industry insiders believe that to solve these problems, rock slab companies need to establish automated experimental processing centers and gradually establish regional processing service distribution centers for service terminals to improve product processing accuracy and enhance systematic processing and design of rock slabs. The ability of terminal system services such as construction.
Nearly 3,200 new slate products were unveiled at the exhibition
Dealers are more enthusiastic about the "new species" of slate
How hot is rock slab?
Recently, Foshan Ceramics Expo officially released data stating that the slate display occupied an important position at the 35th Foshan Ceramics Expo. The number of slate products displayed accounted for 15.9% of the total exhibition volume, making it a well-deserved highlight of this exhibition. The most popular category, the display of thick bricks and large continuous slabs has relatively increased. At the same time, the proportion of traditional marble tiles, fully polished glazed tiles, antique tiles, porcelain tiles, terrazzo, etc. has dropped significantly. New materials, ceramic matching, The proportion of slate home furnishings, characteristic bricks, and stone materials has increased.
Golden silk Yuma K gold rock slab.
Official data shows that this exhibition has welcomed more than 800 brands from all over the world, including architectural ceramic wall and floor tiles, slates, stones, ceramic machinery raw materials, mosaics, sanitary ware, leisure sanitary ware, hardware and water fittings, home furnishings and other upstream and downstream brands. Participating in the exhibition, nearly 20,000 products were unveiled at the exhibition, and the number of slate products on display reached 3,180.
Product structure of the 35th Foshan Ceramics Expo.
At the 34th Foshan Ceramics Expo held in the autumn of 2019, under the residual heat of modern antique style, the display volume of antique bricks reached 9.57% of the total display volume of the exhibition, becoming an absolutely mainstream product and large-scale products. As a supplementary product under this style, the number of exhibitors only accounted for 5.57% of the total display volume of the exhibition. Since the slate products were still in their infancy at that time, the data were included in the large-scale project.
Product structure of the 34th Foshan Ceramics Expo.
With the theme of "New Wave", the 35th Foshan Ceramics Expo will hold the 2020 Online Foshan Ceramics Expo (Third Phase) at the same time. It aims to create a new exhibition model through online and offline dual-line development and bring benefits to all exhibitors. A four-dimensional experience with buyers’ digital wave, trend wave, original wave, and channel wave.
In order to strengthen the display of slate products, the organizers of this exhibition also set up a slate home pavilion in the exhibition hall of China Ceramics Headquarters based on the needs of exhibitors and industry trends.
The 35th Foshan Ceramics Expo China Ceramics Headquarters Exhibition Hall - Slate Home Furnishing Pavilion.
From the perspective of buyers’ industry attributes, distribution agents are still the largest group of buyers at this exhibition. The popularity of rock slabs in 2020 has greatly increased this group’s enthusiasm for the Foshan Ceramics Expo. Therefore, this exhibition The proportion of dealers visiting the exhibition increased by 6.54% compared with the 34th exhibition, reaching 59.54%.
At the same time, the proportion of third- and fourth-tier distribution agents attending the exhibition has increased, while home improvement companies and designer groups accounted for 24.59%, trading companies accounted for 13.14%, and real estate accounted for 2.7%. Through comparative analysis of data in the past two years, the proportion of complete home improvement companies is basically the same. This type of channel will become the main marketing channel for ceramic sanitary ware companies to develop the market in the future.
Entering the trillion-dollar home furnishing market, slate slabs allow China’s high-quality development of architectural ceramics to have a wider scope and greater space
2016 is a watershed year for China's ceramics industry. In this year, China's ceramic tile output reached a peak of 10.26 billion square meters. Subsequently, under the background of China's economy moving from rapid development to high-quality development, a series ofThe road will reach 8.22 billion square meters in 2019, and China's building ceramics industry has officially entered a "new era."
Also at the end of 2016, under the strategic background of the country vigorously promoting the transformation and upgrading of the manufacturing industry, the "Chinese Ceramics Town" jointly promoted by the Nanzhuang Town Government of Chancheng District, Foshan City became a new step in the development of China's ceramics industry. During this period, through the agglomeration model of supporting enterprises in Nanzhuang, a traditional important town for ceramic construction, the technology and craftsmanship were iteratively upgraded, special industries were gathered in Nanzhuang, and industries such as culture, tourism, and mass entrepreneurship and innovation were integrated to create a Chinese ceramic construction town.
To build the Ceramics Town into a global ceramics service center that integrates the world's architectural ceramics technology innovation base, China Ceramics Enterprise Headquarters Base, China Ceramics Financial Exhibition Center, China Ceramics Industry Talent Think Tank, and Lingnan Water Village Customs and Cultural District As the goal, we continue to promote Foshan Ceramics and even Chinese Ceramics to lead the transformation and transformation of the world's building ceramics industry.
"China Ceramics Town" Yiding Technology Industrial Tourism Project.
In the following years, the "Chinese Ceramics Town" has witnessed the transformation of Foshan ceramics and even Chinese ceramics from modern styles to large sizes, from the increasing popularity of large slabs to "no big slabs, no big brands", and now to rock slabs. It has become a common practice in the entire industry.
At the "2020 China Slate Summit" held on October 20, the guests generally believed that slate products made it possible for building ceramic products to enter the large home market, but the overall home furnishing market in the 1.2 trillion large home market Customized companies may not necessarily be able to do it all. In addition to improving product quality and physical properties of ceramic slate slabs, it is more important to establish a terminal service chain.
After the 35th Foshan Ceramics Expo came to a successful conclusion, the discussion about rock slabs continues.
At the 2020 Gaoan Ceramics Industry Development Summit Forum held on October 28, Dr. Liu Yijun, Vice President of Mona Lisa Group, said frankly that the essence of the development of architectural ceramics is an extension of the application field, and rock slabs are an improvement to ceramic slabs. , with the characteristics of rock and plate safety and hygiene, fire resistance, extra large size, various textures, both thickness and thickness, high temperature resistance, andBasic properties such as strong stain resistance, corrosion resistance, and flexible processing make ceramic products possible to enter the large home market. This is the root of the continued popularity of slate.
Mona Lisa whole house slate customization.
In the future, big data, cloud computing, automatic control and other technologies will be used to solve forward-looking and predictive problems in slate R&D and production, thereby moving ceramic production towards a non-interventional, transparent, interconnected, real-time and scalable process. Moving toward the goal is the key to systematically improving the physical properties of rock slabs and solving product deep processing problems.
As for the application trend of rock slabs, Liu Yijun believes that in terms of decoration, the specifications of rock slabs will be larger, more diversified, and equipped with customized functions. The product texture will be more detailed and consistent on the outside and inside; in terms of performance, the products will be stronger. , the thickness range will be wider, the wear resistance and anti-skid performance will be better, and it will have anti-skid, heating, humidity control and other functions; in use, the rock slab will be compounded with decorative insulation boards, foam wall materials, thin plates and other materials , to achieve diversification of application scope.
Dealers are enthusiastic about promoting rock slabs
The terminal display marketing service system needs to be improved
At the terminal, how enthusiastic are dealers about slate?
"Ceramic Information" learned from the exchanges with relevant persons in charge of Mona Lisa, New Pearl, Eagle Brand, Jinsi Yuma, Xinghui and other companies that slate is a hot product in the industry. Although the product promotion and Sales cannot be carried out in the traditional mode, but terminal dealers have shown great enthusiasm for the product, and almost all dealers are trying or planning to market slate products.
Chen Xianwei, vice president of Yingpai Group, said that at present, terminal dealers in the entire industry are paying great attention to slate and are very enthusiastic about it. However, the overall sales of slate products are still at a "lukewarm" stage, and the market There is still huge room for development.
Eagle brand slate overall home furnishing.
When it comes to the promotion of slate products, many dealers are still in the wait-and-see or learning and groping stage; the mature slate marketing system of the entire industry is still being explored, and most slate manufacturers often adopt the first-line approach. High production capacity is rolled out to the market, occupying the commanding heights in this field, and then exploring the development ideas of the marketing model. This makes the current industry's slate products mainly sold to the stone industry, "selling slabs", and has not yet formed a real brand, that is, there is no Form a mature and systematic design, display, transportation and cutting of rock slabs.Cutting, processing, paving, comprehensive services and other chains, this is also the direction that the entire industry needs to work hard at present.
According to statistics from the China Building and Sanitary Ceramics Association, there are currently about 90 domestic slate production lines that have been put into production, and the number of domestic slate production lines is expected to reach 300 in the next three years.
Golden silk Yuma K gold rock slab.
In order to strengthen the marketing and promotion of slate products, many companies have even established independent slate brands or divisions to provide full-case design services for materials, design, and construction of slate products.
"Ceramic Information" learned from the New Pearl Slate Business Department that the current distribution system of New Pearl Slate products is constantly expanding, some of which come from the major ceramic tile brands of the New Pearl Ceramics Group, and almost all distribution of each ceramic tile brand Many merchants have already purchased slate products; another large group of customers come from the stone field.
Xinmingzhu slate overall home furnishing.
According to the New Pearl Slate Business Department, dealers who are professional and dedicated to slate products in the short term still have to look to stone practitioners, especially those who have previously made granite, quartz stone, and artificial stone.
It is reported that most of these two customer groups are designers and engineering channels, cooperating with furniture companies, supplying decoration companies, etc. The proportion of this type of customer groups is as high as 90%, which makes the stone slabs more popular. Sales volume and profits are very impressive. Slate has become a high value-added product for stone-related companies, not only because the product quality is better than other artificial stones, but also because the profits are relatively more guaranteed.
At present, although the price of luxury stone remains high, the shipment volume is relatively small and orders are hard-won; at the same time, the profit margin of artificial stone on the market has been severely compressed, almost to the limit, and dealers are often unprofitable. , which makes the entire stone industry pay attention to slate products. According to incomplete statistics, more than 80% of stone-related companies are purchasing slate products.
Regarding the channel expansion and after-sales service of slate slabs, the interviewed companies said that the service plan of slate slabs is to provide consumers with personalized and integrated high-end design of whole-house ceramic tiles, including delivery, paving and processing. , including after-sales and other one-stop convenient and considerate services, and promotes the "sandstone whole house customization" model. According to customer needs, the rock slabs are cut and processed and sold to consumers in the form of finished products. In order to satisfy consumers' home customization While minimizing demand, product loss is minimized.
Xinghui International all-rock customized rock slabs.
In the future, if slate products want to shine in the terminal, they must continue to strongly empower terminal dealers in product planning, display and design matching and application, processing and transportation, construction, marketing and other content, and effectively enhance the terminal Professional and comprehensive quality, and through the creation of excellent store experience scenarios, enhance product value, maximize the terminal store operation function, and increase store transaction value.
It is worth emphasizing that on January 10, 2019, the country's first exhibition hall with the theme of architectural ceramics town - "China Ceramics Town Exhibition Hall" was held at the Huaxia Ceramics Expo in Nanzhuang Town, Chancheng District, Foshan City The Foshan International Convention and Exhibition Center officially "opens its doors" to welcome guests. The exhibition hall focuses on the innovation of the architectural ceramics industry and systematically displays Nanzhuang's profound foundation and magnificent blueprint for building a Chinese architectural ceramics town.
China Ceramics Town Exhibition Hall.
There is no doubt that the current popularity of slate products in China's building ceramics industry will surely drive the development, production, design, display, transportation, space design, supporting, processing, paving, channel expansion, The systematic improvement in marketing, after-sales service and other aspects will once again add an important factor to the improvement of the innovation power of "China Ceramics Town".
(The article is reproduced from Ceramic Information)
