Secret: three major differences between ceramics and sanitary industry
In the years before the reform and opening up, the Chinese government had the formulation and goal of eliminating the three major differences. The three major differences at the time were the differences between workers and peasants, urban differences, physical labor, and mental labor. As a senior media person in the ceramics industry and the sanitary industry, I have found that there are three major differences between the ceramic industry and the sanitary industry over time. Share as follows:
1. Whether it depends on the difference of raw materials
Ceramics is an ancient traditional industry, and the sanitary industry has a history of less than 100 years in China. The traditional ceramic producing areas Jingdezhen, Chaozhou, Dehua, Zhangzhou (enamel), Taipu, etc. all rely on the local raw materials to form spontaneously, and form their own characteristics. In recent years, inviting foreign investment, local governments will try their best to find their own advantages, and naturally there is the advantage of raw materials, which is necessary. If there is no advantage of raw materials in a ceramic production area, the enterprise will be very hard. Some enterprises go to traditional production areas for investment. Due to unrealistic prejudice, resources are exhausted and the results are afflicted. The formation and development of sanitary ware production areas are quite different. In addition to sanitary ceramics, hardware sanitary ware, shower rooms, bathroom cabinets, and emerging drying racks, smart toilet covers, etc., have nothing to do with the advantages of raw materials, even sanitary ceramics. It is also possible to disregard the advantages of raw materials, such as the emerging Weinan region.
I have seriously investigated why Kaiping Shuikou, Nan'anlun Cang and even Wenzhou have developed into the most important hardware and plumbing bases in China. Are the advantages of these places still there? I have not dared to make conclusions for a long time. Shuikou and Lun Cang have told me that this is a development from the iron shop. It turned out to be very poor and very occluded. Some people said that it was repaired and potted. I have been thinking for a long time, and in-depth investigation of the case of Hubei Huanggang development into China's premier kiln base, finally understand the reasons for the development of these industries in the local area, found that their biggest advantage at the beginning was that they were poor and had no advantage in eating. At the beginning, because it was too poor, the ancestors were poor and occluded, and there was no way to go. When the spring breeze of reform and opening up just came, when people felt that the hardware plumbing bathroom could be mixed with bowls of rice, the forerunners could not help but get excited. I went all out to work, and later discovered that I can make a fortune, be a boss, or be a brand. So more and more people are entering the market, and the investment is getting bigger and bigger, so that they can develop into production areas and industries. The formation of the clustering effect and the formation of the industrial chain. The raw materials are mainly short plates of copper, which can be overcome through large-scale procurement, logistics optimization, and product upgrades. The formation of China's three major hardware plumbing and sanitary ware production areas was that they did not have the advantage of doing anything at the time, that is, they did not have the advantage of eating. The kiln of Huanggang and the snacks of Shaxian County of Fujian are developed in this way. Unlike traditional ceramic production areas, which rely on mountains to eat mountains and rely on water, even the current ceramic tile production area still has dependence on raw materials. For example, Guangdong polished tiles are second to none. Because there is a black mud suitable for the production of polished tiles.
The three shower room bases of Foshan, Zhongshan and Pinghu, the development of these bathroom cabinet bases in Foshan, Xiaoshan, Chengdu, Changge, Chaozhou and emerging Anqing have nothing to do with raw materials.
Whether the dependence on raw materials is the primary difference between the ceramic industry and the sanitary industry. Due to this difference, the ceramic producing areas have different styles, raw materials and products are more difficult to standardize, and the sanitary industry is more suitable for modern rules, suitable for standardization and long-term planning, and more suitable for learning from emerging industries, such as home appliances and other industries, unlike ceramics. The industry is tailored to local conditions.
2. The difference between the independent completion of the product and the matching of Jackie Chan
This difference is very obvious from the perspective of the overall sanitary ware enterprises. Even from the perspective of the hardware plumbing and sanitary ware enterprises, it is obvious that the sanitary ware enterprises should upgrade to the whole bathroom brand to go to the same company to produce shower room, bathroom cabinet and hardware bathroom. Intelligent toilet cover, etc., to do hardware bathroom companies to upgrade the overall bathroom, but also to peer companies to OEM production of sanitary ceramics, shower room, bathroom cabinets, water pan cover, smart toilet cover, etc., even if only to do hardware bathroom Brands are also often produced by their own faucets, showers, but also to the peer companies to produce floor drains, angle valves, hoses, buttons, etc. This situation has improved in recent years. Excellent enterprises such as Jiu Mu, Lehua, Hengjie, Huida and other products are becoming more perfect, but they are still inevitably produced by OEM. Most enterprises are inevitably branded and matched with Jackie Chan. In the future, they will be at least ten years in a long period of time. This phenomenon will exist for 20 years.
This phenomenon of mutual labeling and matching with Jackie Chan has made the bathroom enterprises have more peer exchanges and mutual promotion, and the product procurement and quality control are more standardized.
Compared with sanitary ware enterprises, ceramic enterprises have some tastes of single-handedness. The products of ceramics factories are independently completed from raw materials, ores, porcelain clay and products. What do you sell, tea sets, tea sets, and floor tiles. Floor tiles, vases for selling vases. Although there are also interior wall tiles for making waistline flowers, antique bricks are used as accessory bricks, and some products for daily-use porcelain and art porcelain are matched with Jackie Chan, but this phenomenon is not mainstream, but only a few phenomena. It is far from being comparable to sanitary ware companies, and this phenomenon is also weakening.
There are many special OEM brands in the ceramic industry, especially in the field of ceramic tiles. There are very few professional brands of sanitary ware brands. There is a reason for the low threshold of sanitary ware enterprises. A small hardware sanitary ware enterprise, shower room enterprise and bathroom cabinet enterprise are all invested. Less, professional OEM is worse than a small factory plus OEM.
The horizontal joint consciousness and interactive consciousness of ceramic enterprises are naturally weaker than the sanitary industry.
3. Dependence on the difference between the product and the old fire soup
Ceramic companies, especially ceramic tile companies, have a large number of cases relying on a series of products to fly into the sky and become famous. The crystal bricks made Mona Lisa, Xinzhongyuan, and Jinhua Beihuang made Dongpeng, and the snow white and the travertine made Mona Lisa and Dongpeng climb the peak again. Super clean and bright makes Xinzhongyuan get rid of the crisis and once again created industry myths. Yuhua Stone has laid the leading position of Ou Shennuo in the industry. The antique brick makes Marco Polo a sudden emergence. The five-dimensional space stone (Champs-Elysees) makes the difficult ones easy to say goodbye to the dilemma, and draws the first bucket of gold, which makes the simple one. The scenery is infinite and the prospects are unfathomable. Jinsi Yuma relies on polished crystal bricks to become a new star in the industry. In short, the ceramic tile industry, which has the main effect of decorative effects, relies too much on the variety of colors. The book has its own Yan Ruyu, the book has its own gold house, and the innovation of the color of the tile is related to the wealth of the brand and the enterprise.
However, the sanitary ware enterprises with the actual use function are rarely relying on the case that the product series has won a great victory. The one-piece toilet once turned the Wrigley bathroom into safety, which can be regarded as a case.
The ideal bathroom shower room, the heart of the sea blue bathroom cabinet is also very successful, but here is mainly the product tributary, the expansion of large categories. Bonnie's stainless steel bathroom cabinets are closer to the innovation of the product line, with different materials and different decorative effects. Unfortunately, sales volume is still not comparable to tile companies. The innovation of siphonic toilets, inductive faucets and other products can also be seen as an innovation in the product line, that is, a new series of toilet products, and a new series in the faucet. These product innovations have also been successful, but unfortunately the benefits brought to the company are not big enough, and the tile companies are more obvious.
This is the industry's characteristics. The sanitary industry needs old soup. Its success is a systematic project. It needs the accumulation of brands and networks. Jiumu, Wrigley and Hengjie are developing well. Product factors are important, but product innovation is not too important. . Network and marketing ideas may be more important.