I haven’t written any articles about ceramics in recent months. It seems that I no longer care about ceramics. In fact, it is not that I have left this industry, nor that I no longer love my original intention, but that many people in the ceramic world are already familiar with them and are exploring the future, so there is a natural need to write less. Another point is that in this special period, everyone is trying to break through the confusion and mental retardation, and there is no need to affect everyone's thinking. Therefore, most of the articles written in consecutive issues are research on consumption, which is also a development pursuit of looking at ceramics from outside the ceramic world.
Lao Lang came to visit a few days ago, and organized a dinner the next day to privately discuss this year’s production areas, brands, wholesale, markets and trends. In this regard, I have some feelings and inspirations, and I have compiled some opinions into articles.
Back to the end of last year, most people did not anticipate the changes in the market, and many things were thought and decided based on inertia, which led to the small passivity of today's situation. Busyness and disorder accompanied the entire 2019, although everyone said This year is not bad, but judging from the information compiled by Dr. Yin's "Ceramic Industry News Summary", it does not seem to be too optimistic. People always ask how they see the present and future of ceramics. In fact, like everyone else, I am also looking for breakthroughs, but there are a few things for sure:
1. The market has not picked up. We can only strengthen ourselves. There is a high probability that next year may not be as good as this year;
2. The price lever is basically exhausted. It is difficult to develop based on price, especially for large-sized products. After all, the price we think is just the product price, which is different from the price consumers think. Only those who can achieve low consumption and use costs will have a future;
3. An industry cannot have too many leaders, but there will be many subdivisions. Pseudo-scientific subdivisions are not the future, such as rice cookers that can cure three highs;
4. As a commodity, the brand will be weakened; as a material, the attributes will be highlighted;
5. Competition in ceramics is fierce, and so are related industries, Whether to continue with ceramics or change the battlefield, there are two ways of thinking;
6. Whether to continue to deepen channels or switch to sales logic is not the same thing, and the results are also different. The switch logic may be more attractive;
7. The development of ceramics no longer follows and imitates in droves, but gradually diverges into different paths, because most of them have no objects to imitate. Going your own way is the direction; p>
8. The competition for dealers is no longer the focus, the competition for consumers is.
There is a popular Internet saying in 2019 called "I am too difficult", but there are also companies that are developing well. A careful analysis shows that these companies stand out, on the surface it is the breakthrough of channels, markets, and products, but behind it is the result of changes in development logic, such as capital, joint ventures, related non-ceramic industries, etc. This is not a market effect, but the result of resource and consumption layout, so prophetic companies are already exploring and changing the track. For everyone, in the face of this year's market, there is only pessimism and forge ahead.
Let’s talk about Bologna again. I didn’t go there this year, so I can only read and share it online.
For Bologna, some people think that it has exhausted its skills and wants to be on par with China, so it has large boards, ceramic home furnishings, and high-end products that are all over the circle of friends. But looking at the friend circles of foreign friends and sharing in exchange for two bottles of wine, there are still many new processes, application techniques, designs, etc.
A friend said: Put aside our habits and see Bologna, which is our future. Whether it is an enterprise or an exhibition, cooperation, sharing, and integration are the foundation for the sustainable development of an industry. At the same time, Bologna is still the trend in the future, and the gap is widening, not in terms of specifications and colors, but in manufacturing frontiers, consumer understanding, and ceramic tile manufacturing is only a part of the industry and the lowest profit part.
Don’t think too much about ceramics, just do itIt cannot be said too much, because experience is no longer experience, only new logic.
Author: Zhang Nianchao
