Factor 1: The brand era challenges are coming
At present, in the stone industry, there are few enterprises with a total output value of more than 100 billion yuan and an annual output value of more than 100 million yuan. The stone industry has many problems, such as low technology, low threshold, difficult standardization, difficult capital operation, and low industrialization. However, some leading brands in stone market segments have emerged.
After decades of high-speed and extensive development, through the excavation of stone differentiation, style differentiation, unique technology and low cost, there will no longer be "unprecedented dark horse". At the level of stone dealers, they are more willing to choose a "company they know" or a "big brand", because in the competition in the highly homogeneous retail terminal market, the sense of security and trustworthiness of the brand become more and more important. "One move to defeat the enemy" has been fully consumed and is no longer practical. Instead, enterprises must play a comprehensive set of "combination punches" to solve the problem. Brand influence, advertising/marketing Product style design, product material, store packaging, product cost performance ratio, process quality, sales training ability, logistics, supply ability, innovation and research and development ability will be the key to "long-term decisive terminal".
The post-80s and post-90s consumers rely more on friends' recommendation and word of mouth experience to choose stone products. Therefore, in the future, the communication and consumption interaction of enterprises on brand awareness and promotion will become more and more important, and ultimately form consumer loyalty.
The influence of brands on the success of enterprises is growing, so is the channel construction and sales.
Factor 2: Industrialization of stone manufacturing industry
The older generation of stone entrepreneurs who are used to enjoying the "demographic dividend" have a paranoid prejudice against the industrialization of labor-intensive stone industry.
The annual growth of enterprise operating costs, the improvement of process technology, cost performance, and low carbon environmental protection issues have forced more enterprises to gradually consider the modernization, streamline and industrialized management thinking of production.
Under the influence of management mode and concept, labor productivity and production equipment, advanced countries have selected imported modern paint coating lines with fewer people, faster, more standard, higher technology and lower carbon and environmental protection, product integrated wood processing line equipment, imported wood constant temperature drying room, vacuum dedusting and purification system dust-free workshop, saw foam recovery system, wastewater treatment system, and established a modern management team.
We believe that the Chinese stone manufacturing industry in the future will form a preliminary product processing (national) standard, and the processing market will also have a more detailed division of labor. Professional sofa software processing enterprises, professional wood carving enterprises, professional stone marble enterprises, professional table and chair enterprises, and professional customization enterprises will emerge. The stone production chain will improve the scale, professionalism and refinement of stone production through more full division of labor and reorganization, So as to improve the quality and cost performance of products. Therefore, these will become the strong backing of stone brands and promote the transformation and development of the stone industry.
Factor 3: The advent of industrial integration and upgrading
Integration, merger, acquisition, co processing, industrial transfer/upgrading will be the hot words of stone production enterprises in the future.
In addition to the formation of stone circulation enterprises, stone markets, exhibition markets, product R&D and packaging professional markets, O2O e-commerce markets, and stone professional logistics markets, stone industry chain will be further subdivided into stone marketing professional outsourcing markets, channel expansion professional markets, blasting promotion group buying professional markets, stone professional installation beauty service markets, professional customization/proofing markets, Professional processing table and chair market, professional processing soft fabric market, professional stone sales service APP platform, etc. will appear.
Small enterprises will seek to find their own place in more market segments. Medium and large enterprises will continue to integrate, merge, acquire and upgrade industries in the leading position of the existing market segments, so that enterprises can expand to scale, occupy more market shares in the existing market segments, and stabilize their leadership.
When the integrated stone enterprises have industrial advantages, capital advantages, manufacturing advantages, brand advantages and channel advantages, a number of excellent enterprises will enter the "capital market" one after another, and it will be more difficult for the second echelon in a challenging position to "challenge" such enterprises.
Factor 4: The era of e is coming
Compared with other industries, the stone industry is a hindsight in terms of mobile connectivity and O2O. With the emergence of global consumption integration and the change of consumption habits of the post-80s and post-90s generation, the sales channels of the stone industry will inevitably change.
When the stone products are standardized and homogeneous, the Internet will be an indispensable promotion, sales carrier and price comparison system.
When stone service enterprises launch APP, our integrated solutions of big data, stone Internet of Things, procurement, delivery, installation, after-sales, word of mouth, orders, etc. will be completed on one or several platforms, and the production sales use experience will become more efficient, standard and credible.
The absence of an "Internet portal" in the future stone brand retail market will be as painful as the absence of a "franchise store" in a brand franchise store.
Factor 5: Transformation from dealers to service providers
With the homogenization of commodities, the rapid development of mobile Internet and O2O, the product standards and prices are not only standardized and transparent, but also consumers pursue higher, better and more secure services.
Under such a general trend, dealers will have to say goodbye to the traditional era of profiteering by simply earning product price differences. Instead, they will charge a certain stone service fee by providing value-added services, reach a certain scale of picking up goods under the unified price specification (even at a lower price), enjoy the regional sales rebates of manufacturers, and coexist with some differential franchise retail stores. As a result, dealers will enter the era of meager profits.
Service dealers (or agents) who can provide a complete set of professional, systematic and reliable optimized services will become the main labels of stone dealers.
Factor 6: Capital operation of stone enterprises
Simple understanding of the company's listing: 1. Circulate money. 2. The ultimate embodiment of personal and corporate values. 3. Give back to the public.
Most stone enterprises in China rely solely on the past snowball development and their own accumulation, which is far from meeting the huge demand for funds for development.
Stone enterprises are not only faced with the macroeconomic impact of economic downturn and real estate regulation, but also with problems in industry integration, product competition, brand building, sales channel construction, raw materials, basic investment in plant equipment, and so on. To solve these problems, a lot of funds are needed.
This article is compiled on the Internet and shared with you by Longmeida Stone Group (Foshan Longmeida Stone Industry Co., Ltd., Shenzhen Longmeida Stone Industry Co., Ltd.), a hotel stone engineering expert, a vice chairman unit of the Materials Branch of China Building Decoration Association, and a vice chairman unit of Guangdong Stone Industry Association. It deduces the noble value of natural stone, leads the healthy development of industry brands, and creates appreciation grade stone works, which are only precious for inheritance. For details, please visit the official website www.topteck.cn or consult 4000-888-428.