Wen/Si Tao
01
Since the beginning of 2020, domestic slate production lines have begun to show a "blowout" development trend. Not only companies such as Qiangqianghui, Dajianghui, Xinjincheng, and Roosevelt have invested heavily in building slate production lines, but even companies that have already Companies such as Mona Lisa, Gold Medal, Weimei, and New Pearl that are involved in slate production have also stepped up their efforts. The number of domestic slate production lines has increased from 21 in 2019 to nearly 40 currently, reflecting the "craziness" of the ceramic industry chasing slates. ".
However, the production capacity of rock slabs has not yet been saturated, and a price war has come. “The slate dining table is as low as 399 yuan, with free shipping nationwide” and “a piece of slate background wall is 480 yuan”… The theory of “speculating on slates” is rampant. In the ceramic industry, no category can escape the "whirlpool" of price wars, such as mid-board, full-body marble tiles, and microcrystalline stone. The price war for rock tiles may be faster and more fierce than other ceramic tile categories.
▲Stone dining table low price promotion
Since the price war of slate has evolved, many companies have been deeply involved in it, and many companies have stuck to their bottom line. At the same time, some companies have begun to look for differentiated development routes for slate, hoping to "take a detour." So if a company does not want to lower the price of rock slabs, how can it compete with other rock slab companies with low prices? Increasing the added value of products may be a better way. Functional ceramic tiles are a successful example of increasing product added value in the ceramic industry.
Just imagine, between ordinary ceramic tiles and functional ceramic tiles of the same price, same quality, and same service, which one would you choose? Even if you are doubtful about the additional functions of tiles, maybe most people will still choose functional tiles. From the perspective of consumers, once the value of a product increases, the price will also be higher than that of ordinary products. This statement is tenable. For rock slab companies at this stage, "slate + functional bricks" can be regarded as the direction of differentiated development of rock slabs.
02
In fact, many people in the industry have already proposed the direction of functionalization of rock slabs. In the latest issue of "Three People in the Ceramic Industry", Wu Guizhou, chairman of Meris Technology, said that Stone slabs should be combined with functional ceramic tiles , consumers have an urgent need for antibacterial, such as when slate is used as kitchen countertops and dining tables. The combination of "antibacterial + slate" is a way to quickly improve the market. Li Jingen, Vice President of Jintao and Executive Director of Yushuo Ceramics also said, “Large slabs have relatively few seams, which can reduce the space for bacteria to hide. If the product itself has antibacterial functions, it will be useful in hospitals. Such places where bacteria are prone to breed are very advantageous. Nowadays, kitchen countertops, dining tables, coffee tables, etc. are also places where people come into close contact, so I think "Antibacterial + "Slate" has good prospects."
▲"Three People in the Pottery Industry"
Affected by the COVID-19 epidemic, functional ceramic tiles, especially healthy ceramic tiles, have received renewed attention and ushered in a small outbreak. Slate slabs are in a state of explosive development, and the market prospects are bright. If we combine rock slabs and functional ceramic tiles, two explosive products in 2020, it may be able to catalyze the maturity of the market.
In fact, recently, some rock slab companies have proactively seized the trend of functional rock slabs and launched "slate + antibacterial" products.
Recently, Gold Medal Asian Tiles launched the new Medium Slate Antibacterial Series. According to reports, this series of new products adopts a new process to integrate refined nano-silver ions into the product. Through physical contact, it destroys the molecular structure of bacteria, inhibits the proliferation of bacteria, and inhibits bacterial growth. The bacterial rate reaches 99.85%. In addition, Guanrui Slate will also exhibit new products Antibacterial Healthy Slate Series at the China Construction Expo in July span>.
▲Gold Medal Asian Tile Medium Slate Antibacterial Series
In fact, when big boards are popular in the industry, many companies are also moving towards the functionalization of big boards. For example, OFLAI Ceramics launched the satin negative ion panel in 2018, INEYA exhibited the negative ion panel at the 31st Ceramics Expo in 2018, Xiangda Enterprise launched the negative ion full-body panel in 2019, etc. .
03
Functionalization of rock slabs is not limited to health functions such as antibacterial and negative ions, but can also develop into unique functions such as heating. It is reported that Guanzhu Ceramics has launched a differentiated ceramic tile product in 2019 - Magician Slate. By adding photocatalyst technology, Guanzhu Magician slate can make the air release negative ions, effectively degrading formaldehyde and other harmful components in the air . In addition, Magician slate can also be combined with graphene technology to make heating ceramic slate, which greatly enriches the application of magician slate in home life.
▲Magician rock slab combined with graphene technology to make heating ceramic rock slab
In addition to New Pearl, Marco Polo and Jin Yitao also have the intention to get involved in heating slate. Jinyitao3.0 image store and Jinyanban Home Furnishing were launched in January 2020. The exhibition hall not only displays customized cabinets and tables Chairs, bathroom cabinets and smart wardrobes, as well as products such as heating stone slabs and heating dining tables. Among them, the stove made of heating stone slabs can be used for cooking and wireless charging of mobile phones. The maximum size of the graphene heating tiles launched by Marco Polo can be 1200×2400㎜. Its application range includes living rooms, kitchens, bedrooms and bathrooms, etc. It also has functions such as food heating and wireless charging. Currently, Marco Polo has developed a dining table product for heating tiles.
▲Jinyi Tao Gold Slate•Home
In addition, if slate companies break away from the functionality of ordinary ceramic tiles, combine the application scenarios of slate, and innovate and develop practical functions, it will broaden the market prospects of slate companies. For example, Lamina slate products have a feature that distinguishes them from other brand products: The surface is super hydrophilic. Once it encounters water, it will immediately absorb the material. A layer of water film forms on the surface, making it difficult for dirt to adhere and is washed away along with it. Self-cleaning combined with antibacterial and antibacterial and odor elimination functions can be used to make sinks and cabinets , bathroom cabinet countertops have more advantages than ordinary slate.
With the advent of new trends in consumption upgrading, customized consumption, high-end, and personalized decoration have become the new normal. Terminals have put forward higher requirements for product surface decoration technology, especially super wear-resistant, negative ions, formaldehyde removal, heating, etc. Function. As rock slabs move toward homogenization and price wars, innovative rock slab functions may become a marketing tool for rock slab companies to open up the market.
Author: Si Tao
