Import tiles or will face shuffle and big adjustments

The tile market has always been fiercely competitive, and the fight between the import market and domestic brands is no secret. However, imported tiles have always firmly occupied the mainstream position. Recently, there was a voice of concern in Guangzhou, said Zeng Hui, director of the marketing department of imported tiles at Zhongshan Binde Building Material Co., Ltd.: “This year, imported brands will face reshuffling and major adjustments in product styles, specialty stores and There will be major adjustments and improvements in the design of the exhibition hall."

Our country is the world’s largest producer, consumer, and exporter of ceramic tiles. According to the Secretary-General of the China Building Sanitary Ceramics Association, Bin Bin, China’s ceramic tile production has exceeded 8 billion square meters in 2012, an increase of about 2-3%. It is estimated that ceramic tile exports will exceed 1.1 billion square meters this year, increasing by about 10%, and the export volume will account for about 12% of the total annual output.

In 2013, Dongpeng and Marco Polo changed their brand slogans and proposed the goal of creating a global brand. Recently, the reporter learned from the interview that imported brands are facing major adjustments this year, and Chinese ceramic tile companies have started to sell products to build brands. As the company develops further, “transition” is becoming the most important footnote of the Chinese ceramic tile market in 2013.

From the price point of view, the price of imported tiles on the market is indeed higher than the price of domestic tiles. The market share of high-end imported tiles is far less than 1% of the entire tile market. Chen Huan, president of the Guangdong Ceramics Association, said that removing high-end prices in the category Outside the market, China's overall high-end mainstream market is still dominated by local ceramic tiles. “Imported tiles only occupy a tiny part and are a complementary position.” In addition, Chinese ceramic tiles are also used in high-priced, high-grade tiles. Started to force, "microcrystalline stone is China's original product in recent years, the decorative effect is obvious, the product has also sold more than 1,000 yuan / piece, or even a few thousand dollars price." Deputy director of enterprise planning department Mona Lisa Yang Xiaolin said.

Faced with the frustration of imported tiles in 2013 is no longer?

The three-high (high-quality, high-grade, high-price) market has been welcomed by consumers as a consistent impression of imported tiles, and this situation may be about to change. Zeng Hui, director of the marketing department of the imported tiles division of Zhongshan Binder Building Materials Co., Ltd., said that this year, imported tiles will usher in a period of reshuffle. "Five years ago, European style tiles (European decoration effect map) garden (window decoration effect picture) wind tile is very popular in China, now has become the past." Zeng Hui said that the foreign consumer psychology is an important reason for the popularity of imported tiles However, with the increase in the number of rich people, the more foreign products they see abroad, the more they perceive the gap between various ceramic tile products.

The dispute between imported tiles and native tiles: A competition between literary arts and practicality went into the import tile store. One of the most wanted questions for consumers might be: What is the difference between Chinese tiles and imported tiles? Marco Polo, Mona Lisa Dongpeng and other senior officials all stated that the current local ceramic tiles have basically the same physical properties and production processes as wear resistance, water absorption, and production technology, and they are even in line with foreign technology, and even have their own advantages in certain fields such as tile thinning. Compared with imported tiles, local tiles are often lack of design.

In fact, local brands have turned their attention to brand internationalization. In the past two years, the activities of local brand companies have frequently been carried out to achieve the same stage of competition with international brands. In 2013, Dongpeng and Marco Polo changed their brand slogans and proposed the corporate goal of creating a world brand. The upcoming Bologna show in October is another goal of the ceramic tile industry. As a global ceramics industry event, exhibitors not only show leading technology to the world, but also connect resources to seek the development of the world's most advanced companies. This will be an important step for local brands to enter the world stage. We need more such small steps to accumulate to cause a big market transformation.