Throughout the history of stone development, how many varieties have been devalued in the price war, and how many stone varieties have no sacrifice?
However, this is only an appearance. From top to bottom, the industry chain is filled with a feeling of depression caused by price chaos.
Downstream: Consumers' word of mouth
In recent years, according to the transformation and upgrading needs of the stone industry, the trend of moving closer to the home improvement market has become more apparent.
In the marketing model, most of the stone people refer to the ceramic tile industry, but they are unconsciously priced to the same natural price, and they are still the benchmark of the jewellery market. Although the quality grading can reflect the value attribute of the goods, for the inexperienced "decoration white", how should we smash the stone home decoration?
Consumers have spread word of mouth, the power of public opinion has spread rapidly in the circle of acquaintances, and the marble that is regarded as a natural thing is suffering from negative quality such as “poor qualityâ€, “big plate brittlenessâ€, “difficulty in nursing†and “stone radiation theoryâ€. And its controllers are still mired in confusion.
As the old saying goes, "There is no rule that is not a square." How can an industry with a price mechanism not matured settle into the end market?
Midstream: Do not play according to the rules, because there is no rules
In 2017, many stone people returning to the water head. Compared with the processing plants that need heavy assets, these “newcomers†prefer the large-scale wholesale model of the spot, which also makes the once-deficient foreign mines again. Welcome to the boom period.
â–² The once-deficient foreign mines once again ushered in a boom period.
This trend has brought the already pricey stone price war into a more adhesive stage.
Take Sofitel King as an example. Due to the low barriers to entry and variety, it has become the first choice for many new wholesalers. Previously, the price range of the variety was between 150-180 yuan / ping, but in the past half year, there was frequent information of 100-120 yuan / flat low price, and the Sofitel gold holders who were moving in the wind also fell into succession. The anxiety of price reduction competition.
Jiang Zhirong, general manager of Haotian Stone, believes that the processing price of 100-120 yuan is basically at a loss. "It takes a certain period for the stone to be transported back to China from foreign mines. The time for real business is from March to December every year. During the period, it takes a certain amount of money, and the cost is placed there. If the price is low, it can only be a loss."
But if you don't sell it, waiting for these big board wholesalers can only continue to be depleted. "Although these newly-returned stone people only choose Sofitel King as a small test knife, when he orders back 1 million goods, there is still no market for some time. After deducting the cost, this single product will begin to depreciate." Xue Ande, general manager of Huarui Stone Industry, analyzed that the clearance stop is the main reason for the low price competition of stone people.
â–² Stone processing lacks industry standards and specifications.
Some people choose to "cut the path" to cut the board. The thickness standards of 1.8 cm for stone in Europe and the United States have reached the domestic level. Under the influence of bad market conditions, it has gradually decreased to 1.3-1.5 or even 1.2 cm.
From price to quality, the lack of industry norms of profit-seekers hit a chaotic card, stirring up the market, and let some end consumers suffer. And its upstream, how is it in the fog?
Upstream: 鹬蚌 争 ,, 渔 ç¿ æ„
As the Sofitel gold mine owner, although the stone variety created a seemingly hot scene due to the price war, Jiang Zhirong has deeper deep concerns in his heart: "The Sofitel Gold Mine is very big, I don't know. How long the mine can be mined, but I hope that its price will continue to stabilize, so that Sofitel will return to its original position."
Jiang Zhirong hopes to regulate the market price of Sofitel King as a guide. At the same time, he feels more and is deeply weak.
So far, most mines lack the selection criteria for customers. The quality of the stone people who are swarming is uneven, and the competition means are varied. The mine owners lack effective means to completely control the industrial chain, and finally they can only let it go.
“The other key factor is the maturity of the variety.†Since the beginning of Sofitel Gold, Xue Ande has continued to pay attention to this variety and regard it as the main product of Huarui. In 2017 alone, it has 48,000 tons of imports. the amount. Although optimistic about the oiliness, brightness and prospects of Sofitel, he still believes that "this variety is not mature enough."
"Luofen gold, classical beige, white magnolia, these thresholds are lower, the colors are similar, and the alternative varieties are strong. The more wholesalers are pouring into the price, the more chaotic, in contrast to the Spanish beige, despite being occupied by the giants. Market share, but its price has always been relatively stable, not only because this variety has been done for more than 20 years, but more importantly, he has already precipitated core wholesalers, and his popularity in the design circle is relatively high. In the mature stage." In addition, the mine owner needs to know how to protect the stone and rationally choose the dealer. "This is a problem that is both glory and loss." Xue Ander added.
â–² Strictly control the price of stone and the amount of mining from the source of the mine.
It seems that the seemingly leisurely mine owner is not the ultimate profitable fisherman, but has long been plagued by this glued price war. The lack of credit endorsement of stone products, consumers do not know where to choose, the penetration rate has become a problem. The wholesalers and dealers caught in the middle have become the biggest initiators of the price war.
Edited
The industry's thinking is not solidified, and it can advance in the direction of tides in innovation. Once the price of products continues to develop in a disorderly competition, the trial of the market will come. During the interview, I also felt the strong demand for stone price regulation in the middle and lower reaches of the industry chain. As a professional media, I knew that I have the responsibility and obligation to spread their voices. After all, in the market economy, everyone is a participant. Only when the industry develops healthily can it be shared.
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