Author｜Zhang Nianchao
Original title｜Change perception, embrace change
Recently, the media has reported a large amount of information, such as production suspension, forced reversal, withdrawal and change of industry, brand resale, store closure, etc. It has basically become the focus of people's talk after dinner, and has also aggravated the industry's anxiety and confusion. .
In fact, forced sales, store withdrawals, and closures are not just phenomena that occurred this year. They are products of the development of an industry and an inevitable product of business development. It is just this year’s turn for the home building materials industry. The ceramic industry has also experienced the pain of brand upgrades and reshuffles, the elimination of industrial majors, and the replacement of birds. Each time, some brands fell, and it also involved the collective withdrawal of a group. This includes once-famous East China brands that have withdrawn from the consumer market. When they disappeared collectively, it was when consumer demand and Foshan ceramics were developing rapidly. This had nothing to do with the market environment. Therefore, the poor market environment is not the main reason for the decline of business, but more the failure to keep up with the progress of the times, especially for a materials industry.
The fabric market that we are all familiar with has basically withdrawn from consumers’ horizons today. “Zhenliang”, which was popular in the 1980s and 1990s, is not remembered by many people today. However, just because we don’t remember it doesn’t mean that the product doesn’t exist. Today’s fabric industry is still very developed, but fabric has changed from a direct consumer product to an indirect consumer product. When people before the 1970s bought clothes, they would occasionally look at the fabric composition of the clothes and have certain requirements for the fabrics. Recently, I surveyed more than 200 people born in the 1980s. When buying clothes, they basically no longer care about the ingredients of the fabric, but directly look at the effect, brand and price. This is the changing relationship between consumption, products and materials. Some materials have always existed and we have always needed them, but the definition of the goods has changed. Just like cloth, it was a commodity before and now it is a material. Whether the future of ceramics will be like this is also worth discussing.
Changes in the market will make everything better. Including consumption needs is the overall result. The market will move closer to high-quality products, social resources will tilt towards high-quality enterprises, and talents will move towardsNavigating the flow of the field, profits will be transferred to high-quality enterprises and so on. Shen Zhi wrote an article the day before yesterday saying that Country Garden was preparing to build kilns and Evergrande was preparing to acquire ceramic companies. If this is really the case, the pattern of ceramic companies will undergo huge changes, and the product model of ceramics will also undergo a complete innovation. In terms of brands, it will truly differentiate into: scale development, niche boutiques, and regional The sales industry structure has really eliminated companies outside these three categories. It is indeed a bit worrying when I think of Shen Zhi’s article.
Ceramics, with a history of thousands of years, is definitely a world-class "veteran". Today, veteran drivers have encountered new problems. How companies should make a decision is a very thorny and urgent issue. Last week, a company took the initiative to shut down. Some people criticized it, but I personally support it. Instead of living like a year, it is better to shut down and settle accounts. This is also a good way for experienced drivers to solve new problems.
The future market basically belongs to brands that meet the following conditions:
First, we have high-quality resources, such as the production lines that everyone has, which can produce high-quality products, lead the cost of similar products, transform production conveniently and efficiently, and be environmentally friendly and energy-efficient. These are high-quality resources;
The second is product leadership, including the product itself, the combination effect and cost of the product, the ratio of the product to the building and consumption module, the value of the product and the consumer recognition of the price, etc.;< /p>
The third is to have stronger advantageous areas, to achieve absolute leadership in a certain field, not to be in the middle or leading in all fields;
Fourth, it has a certain market foundation;
Fifth, the management team combination should be complementary and have a sense of mission;
Sixth, more resources can be mobilized and management efficiency is higher;
Seventh, reaching a certain degree of youthfulness and consumption activity.
The environment is changing, the market is changing, channels are changing, consumption is changing, and the internal environment of the company is also changing. There is a way to survive if you go global. This is the general consensus among everyone chatting these days. Only by getting out of self-awareness, out of traditional experience, out of outdated models, out of original interpersonal relationships, out of experience-based decision-making, and out of yesterday’s way of making money can we move towards tomorrow...
