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"Wolf" is here again!
Following Country Garden After investing in Diou Home Furnishing (Oshenno) on April 12, Mona Lisa on May 5, and Huida Sanitary Ware on May 20, the ceramic tile and sanitary ware industries once again encountered cross-border robbery by leading real estate companies. These two days , a piece of news is spreading in the ceramic tile and sanitary ware industry - Recently, Hengteng Network (stock code: 0136.HK), which is backed by two major shareholders, Evergrande and Tencent, announced the launch of its own sanitary ware brand "Purez". /span>As we all know, the powerful Evergrande has a strong centralized procurement supply chain system and leading fine decoration Standard and service data for tens of millions of owners. It has more than 810 projects in more than 280 cities across the country, with a purchase amount of more than 20 billion yuan in 2019. With the help of Evergrande’s hardcover housing supply chain system and Tencent’s technical means and platform advantages, Hengteng Network has It has established five major stocking warehouses across the country. Relying on the urban operator model and recruiting high-quality urban operators to open showrooms and warehouses, Hengteng Network can provide marketing, warehousing and distribution, installation and after-sales services for B-end customers < /section>It is reported that Hengteng Network has cooperated with Kohler, Wrigley, Siemens, Shengxiang, Boss, Hundreds of well-known domestic and foreign brands, including Oppein, AIA and ceramic head brand Dongpeng, have signed strategic cooperation agreements and selected more than 3,000 products, covering all categories of fine decoration. Dongpeng once won the patent of Hengteng Network. The first batch of large orders. It is precisely based on many of Evergrande, Tencent and Hengteng Network Advantages, Purui will be committed to providing consumers with a healthy and clean high-quality bathroom life. Users can enjoy free delivery and installation, free warranty and 365-day no-reason return and exchange and other after-sales services. < span style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box !important; overflow-wrap: break-word !important; font-size: 15px;">Inferred from this , Evergrande joins hands with Tencent to create Purui, most likely to provide bathroom products to the finely decorated rooms of Evergrande's properties.
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The bathroom brand launched by Hengteng Network is not Evergrande The first step in cross-border home furnishing. As early as the end of 2014, Evergrande signed a 30 billion strategic cooperation with Haier to develop smart homes with fine decoration. /section>Country Garden is not far behind.At the end of 2015, Country Garden integrated Yajun Company, which is responsible for the decoration business, and launched The Internet home decoration brand Chengjia is transforming into home furnishing fast fashion. Currently, Chengjia has deployed 50 directly operated offline home experience centers in more than 30 cities across the country. In March 2019, its monthly collection performance exceeded 100 million yuan. . In 2018, Country Garden began to shift its focus to the investment and construction of production capacity related to the home furnishing field. Trends in the field of home furnishing and decoration February 26, 2019, by Country Garden The Country Garden Modern Zhumei Green Smart Home Industrial Park, jointly invested and constructed by , and Hyundai Zhumei Home, held a groundbreaking ceremony in Xinyang, Henan Province. The smart home industrial park covers an area of 1,000 acres, with a total investment of approximately 2.3 billion. Upon completion, it will have an annual output of 300,000 cabinets. The production scale includes 600,000 sets of bathroom cabinets, 100,000 wardrobe/storage cabinet sets, and 1.8 million wooden doors. On April 19, 2019, Country Garden and Chaozhou Municipal People’s Government signed a 5 billion yuan smart bathroom industry cooperation agreement to build an intelligent bathroom industrial park of approximately 1,000 acres in Chaozhou , mainly producing smart toilets and other products. The project started construction in December of that year. : 0px; max-width: 100%; box-sizing: border-box !important; overflow-wrap: break-word !important; font-size: 15px; color: rgb(63, 63, 63);">Then It’s time for the “wolf” mentioned above to come again. During the 2020 COVID-19 epidemic, Country Garden invested in Diou Home Furnishing (Oshenno) on April 12 and Mona Lisa on May 5. On May 20, Country Garden invested in Huida, making continuous efforts in the cross-border building materials field. When Country Garden Chaozhou's 1,000-acre smart bathroom project was signed in 2019, some people in the ceramic industry raised concerns about "whether ceramic tiles will be Country Garden's next goal." By 2020, it became a fact.The above mentioned are only the cross-border home furnishing actions of Evergrande and Country Garden. In fact, other real estate companies have also made frequent moves , but I won’t give examples one by one here., use a picture to summarize the explanation. From the fact that leading real estate companies have crossed over into the large home furnishing field, it can be seen that under the background of the strong rise of finely decorated houses, the retail market of building materials companies, especially small and medium-sized ceramic tile companies and engineering sales will inevitably be further affected.
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Why is the ceramic tile industry in such an embarrassing situation?The answer is still the same three words: hardcover room.In recent years , the proportion of finely decorated houses continues to rise. According to data from the 58 Anjuke Real Estate Research Institute, in the three years from January 2017 to December 2019, the proportion of new houses with fine decoration nationwide increased from 3% to nearly 30%. Under the policy of decoration delivery, the fine decoration market will have greater room for growth in the future, and the proportion of fine decoration is expected to rise to 60% in 2020. According to China Real Estate News, nearly 75% of Country Garden’s land acquisitions in the open market since 2020 have occurred in third- and fourth-tier cities. In addition to re-occupying third- and fourth-tier cities, " The strategy of "sinking into fifth- and sixth-tier cities" is also reflected in its layout in the Yangtze River Delta. It is reported that Country Garden urgently stopped its comprehensive coverage strategy in third- and fourth-tier cities at the end of 2018.I believe that as Country Garden returns to third- and fourth-tier cities and sinks to fifth- and sixth-tier cities, the development of its finely decorated houses will accelerate and occupy the lower-end market. . At the same time, prefabricated buildings have also shown a booming trend in recent years. Not long ago, the "2019 Prefabricated Building Development Overview" released by the Housing Industrialization Promotion Center of the Ministry of Housing and Urban-Rural Development showed that 420 million square meters of prefabricated buildings were newly started nationwide in 2019, accounting for approximately 13.4% of the newly built building area. The four-year average annual growth rate is 55%. In this environment, real estate companies have crossed borders to rob the building materials industry including ceramic tiles and sanitary ware It is bound to become the norm. Faced with the "eating up" of finely decorated houses, there are only two paths that central ceramic tile companies can take: either work hard Increase the brand premium, take the high-end route and enter the market segment, because this is not the specialty of finely decorated houses; or expand the market of third, fourth and fifth tier cities and even towns, and work hard to sink channels, because this is temporarily beyond the reach of finely decorated houses. Place. Small ceramic tile companies’ efforts to develop channels seem to be sinking due to price and ship size The advantage of making a U-turn is that it is very difficult for intermediate companies to take a high-end route, break into market segments, or develop channels. Although they often have rich product lines, compared with small ceramic tile companies, it is difficult to make a U-turn. Compared with other ceramic tile companies, they are not strong enough. They have no advantage in terms of brand power and service capabilities, and there is no advantage in price reduction. However, when small and medium-sized ceramic tile companies are eyeing the third, fourth and fifth tier cities and even the township market, the leading ceramic tile companies Enterprises are also eyeing the same market. So where should small and medium-sized ceramic tile companies go?Maybe we can face the crisis head-on, follow the trend, and carry out in-depth reforms and optimization around the value chain, industrial chain, and supply chain. Through talent empowerment, management empowerment, service empowerment, and innovation empowerment, we can break away from the quagmire of extensiveness, disorder, following the trend, and low prices, and find our own path to differentiated competition < /section>
