We all know that natural stone is a precious decorative material with the characteristics of non renewable and non reproducible, so it is a symbol of nobility. However, why can't natural stone compete with ceramic tiles in the terminal market? Even the tiles can be "copied" by imitating the texture features of natural stone. Is natural stone really powerless in the terminal market?
The stone industry in China developed late, but rapidly. After more than ten years of development, China has now become a veritable stone producer, consumer and trade power. However, as far as the sales mode is concerned, the marketing means of stone enterprises in China are not innovative enough, and they need to go out of the strange circle of price competition. The market positioning of stone products should be adjusted with the development of modern stone industry. The "Twelfth Five Year Plan" for the development of China's stone industry requires that Chinese stone enterprises should play a leading role in the domestic market, expand the application field of stone, and incorporate marketing planning into the strategic management of enterprise development. At the same time, innovate product marketing models and strategies, and promote the development of enterprises from heavy processing to sales leading. Encourage the introduction of professional institutions to study the market structure, research and develop differentiated products, improve after-sales services and broaden market channels according to different market demands. Enterprises should enhance the awareness of guiding market consumption, and explore the unique attributes and historical and cultural connotation of stone products. This is a requirement for the development of the whole stone industry in China, and it is also a problem that stone operators need to face and solve.
Because, judging from several changes in China's stone industry, many stone enterprises lack the ability to actively connect with the market. Therefore, stone enterprises must take the initiative to approach the market and do not wait for the terminal to come. As long as we actively integrate into the market and contact with the terminal market, we can make marketing more smooth.
In recent years, stone products are no longer superior, but gradually integrate into the general consumer groups, from engineering to home decoration. Entering the home decoration market is the adjustment of stone market positioning. In the future, stone products will not only be big boards and engineering boards, but also be made into standard boards to meet the needs of the home decoration market. At the same time, the variety of stone materials should be diversified, and the concept of design should be introduced. On this basis, the after-sales service of products should keep up with the demand of consumers at multiple levels.
The Twelfth Five Year Plan for the Development of the Construction Industry in China proposes to actively promote the industrialization of construction, improve the level of industrial manufacturing of building components, promote the integrated and modular production of structural components, and encourage and promote the menu style full decoration of new affordable housing and commercial housing. Therefore, the entry of stone products into building materials supermarkets meets the requirements of China's "Twelfth Five Year Plan" development plan, and also puts forward new requirements for the development of our stone industry.
To achieve standardized production in stone industry, quality, brand and standard are indispensable. For this reason, the stone industry should learn from the ceramic industry, and realize standardization from mechanical equipment, production process, assembly line to product size, which not only improves efficiency, but also reduces costs. Stone enterprises should provide customers with a one-stop service of stone design, processing and installation, so that more standardized products can enter thousands of households and become a strategic alliance of real estate developers.
To sum up, Longmeida Stone Group believes that if China's stone industry wants to better enter the terminal market, it should start from the following three aspects:
1、 Actively integrate into the terminal market and enhance the awareness of guiding market consumption;
2、 Diversified product design to meet the multi-level needs of consumers;
3、 Realize standardized production and pay attention to quality and brand building.