"The stronger and weaker the weaker, the weaker" building materials situation

At present, the Beijing Ceramic Tiles Store has the highest degree of specialization and largest scale. It is the headquarters of the Panlong Ceramics. It is located between the 3rd and 4th rings in the southeast and is located in the prime area of ​​Shilihe Home Building Materials Street. It covers an area of ​​200,000 square meters. Brings together more than 200 well-known ceramic companies at home and abroad. The "one to one reality display" business model integrates engineering, retail, and wholesale to meet different levels of consumer demand, realizing the localization of project purchases and the kind of ordering.

In building materials supermarkets and stores, actually homes, Oriental Homes, B&Q, Redstar, etc. are influential in the high-end consumer groups in Beijing, especially the “preemptive payout” principle promoted by the home in Beijing. Enjoying a high reputation among high-end customers has also become a successful model for other building materials supermarkets.

At present, the overall pattern of sales in the ceramic tile market in Beijing is more polarized, and the market competition presents a situation where “stronger players are stronger and weakers are weaker”.

Li Wei, Marketing General Manager of Beijing Hayes Building Materials Co., Ltd., stated that the sales of the first group represented by large companies and high-end brands in the Beijing market are not affected or rarely affected by the current situation. In terms of channels, these brands can be described as flourishing, and their brands are intensively cultivated in various channels. In sharp contrast to this, the gap between the second group represented by medium-to-high-end brands and the first group is more obvious, especially in terms of brand strength, channel construction, etc. The group is much larger.

Li Yong, general manager of Beijing Jinzhuang Fangze International Home Furnishing Building Materials Chain Co., Ltd., briefed reporters. As a first-tier city, Beijing’s cost pressure on ceramic tile management is much higher than that of other regions in the country, and the tile distributor’s strength is also higher. The requirements, especially in the current economic situation, more and more middle and low-end brands have been squeezed by mid- to high-end brands and large companies.

In the channel, brands with designers and home improvement companies as the mainstream sales channels are less affected by the big environment, and their product sales are generally relatively stable. Brands that rely on product shipments as the main profit model for retail and engineering are subject to Different degrees of influence.

For the promotion of tile brands, some companies have begun the joint Baotu brand alliance model, that is, the promotion of strong brand groups in the joint pan-building materials home industry, to promote high-end consumer places such as villas, and enhance brand recognition.

Consumers in Beijing still have a high degree of recognition of branded products. Consumers often choose between branded products and economic products when selecting products. For products with stronger personalization, the market is limited. The individual brand must adhere to the high-end operation. It must adhere to high-end in terms of site selection, store decoration, employment, and channels, and it is extremely unrealistic for latecomers to continue to compete with the original high-end individual brands for the high-end market. Therefore, most followers of high-end personalized brands tend to appear in low-end and mid- to low-end categories to meet the consumer needs of economic consumers. In terms of fashion trends, this type of company and brand is difficult to lead the fashion trend.