An Analysis of the Big Trend of Stone Industry in China

Writer： admin Time：2008-03-18 21:00 Browse：℃

Winter snow, silver loaded, standing on top of the mountains, overlooking the hills and valleys, gully aspect;
Beginning of the snow gradually, the vitality of reproduction, tracing the source of water, the pulse industry throughput, a wash sink.
In 2016, the stone industry in the stumbling in the Juju line, feeling the stones across the river. In the industry pioneer of the bumps, a few Rome Avenue has begun trial run, the future must be good, do you want to line?
One, exit: no collapse of the industry
"There is no collapse of the industry, only the closure of the enterprise." This sentence, some people talk to comfort, it was always convinced. In the overall economic downturn in the moment, sharply pointed out the importance of internal business. No matter how bad the external environment, the fate of the enterprise depends on the firm to go firm inside firm.
The first three quarters of 2016, China's stone industry to complete the main income of 325 billion yuan, an increase of 2.9 percentage points year on year decline; scale loss of 134 enterprises, 0.3 percentage points higher than the same period. With the internal changes in the industry intensified, some accumulation of shallow, shortage of funds enterprises were forced to close; barely operating enterprises in the "transformation" and "stick" between the wandering; more powerful enterprises are self-transformation, to seek new ways. "The real transformation of the industry, must be part of the stone people actively withdraw from the stone industry." Former Global Stone Group Vice President Fei Zhongyang that transformation and upgrading of the road, the strategy is to adhere to, but also with the times; positioning is choice, Learn to take more to be aggressive.
Stone industry prospects are bright, but the road is very twists and turns. Stone industry is a dense woods, three decades of extensive growth, trees too much, so that space, sunlight, water and other resources are extremely dispersed, leading the industry can not grow into a tree. When the land is overweight and become barren, the trees that are low or branches are dead and the new pattern is about to come. Economics has "sunk costs" that enterprises in the investment decision-making should try to exclude the interference of sunk costs, according to their own status combined with the new normal industry to make predictions of future development, scientific and rational decision-making, the final "go" or " Stay in the industry is beneficial.
Second, the transformation: by others stone across the river
Industry to grow, the transformation of the war is difficult to avoid. What is the transformation? Real transformation should refer to the industry congenital malpractice, control mine mining, streamlining stone industry chain, standardized products, but also the industry a healthy and active in the new normal body.
How to transform? As the geographical differences, corporate differences, copy the country's outstanding stone enterprises go through the road is not wise, stone enterprises should be based on the current, appropriate reference, planning a strategic positioning in line with the road of change. Some foreign stone enterprises can only reach the design of hundreds of people, the global organization of processing, global organization of construction, the whole process of service through-train service, the operation of the high efficiency is staggering. There are so few domestic enterprises, how to integrate the entire stone system, the advantages of integration, refining, Everbright, the need for the entire industry to explore.
Stone developed countries to guide the development of the system for the development of a plastic box, how to step on the real, take the road with the development of local characteristics by the tiles of the industry stone over the river is a good idea. Just enter the home improvement market, the natural stone is often used to contrast with the tile. In the contest, because the tile industry will do the standard, do the brand, engage in marketing, control channels, marble often eat deflated. And these are the marble large-scale operation of the missing, seriously affecting the stone brand promotion and customer experience.
In addition to their own, you know the most people than you stalker rivals. Whether it is to continue to fight or hand in hand, if you can each other's strengths for their own use, to absorb the long 100, will become a victorious general. For enterprises, continue to enhance the core competitiveness, reinforcement and stronger, in order to survive, to break through.
Third, the breakthrough: into the home improvement market
Financial storm overnight invasion, Yinggeyan dance stone tooling market has become the past. Home improvement market began to enter the stone people's vision, as out of the shadow of the life-saving straw. According to the China Stone Association data show that the current home improvement market, the proportion of stone applications less than 20%, the development of space is very large, new urbanization construction will continue to promote the application of stone in the field of decoration, the future more stone factory turned home improvement will be "new normal".
China National Stone Association, said Chen Guoqing, the future of the home improvement market will be a stone industry development direction, large stone enterprises need to try to reform the marketing model, expand their horizons, taking into account the project market at the same time, to enter the home improvement market. In the 26th Foshan Tao Fair, a total of Accor Holdings is still, Nanan Tianyi marble Loran stone brick, Foshan and large stone, Yunfu Ai stone and other 25 stone enterprises to carry products debut, and ceramic enterprises on the same stage , The number of exhibitors compared to previous years, a substantial increase.
Natural stone, as an excellent decorative material, due to its wear-resistant, durable and so on the excellent physical properties, natural texture and rich colors, but with other materials can not be compared to the decorative and cultural interior. Even so, but because of illegal competition arising from the "radiation" was criticized by the world, stopped in front of home improvement market. Although the authorities have rumor, but because of the relative lag, consumer cognitive errors still exist. To completely eliminate false public opinion, need to strengthen the marketing of stone industry, with the brand and examples of the name, do a bright point, illuminate a large.
Fourth, the breakdown: to do industry invisible champion
For small and medium enterprises in order to become the world's top 500 enterprises, take-all industry chain is difficult, but become a stealth champion in a particular area but more simple. As long as you do special, adhere to focus on the field of business strategy, with core competitiveness, can be thriving, unmatched world. At present, the whole society on the total demand for stone compared to the previous year has been significantly reduced, monks and more, only to go fine line, in the differentiation of competition to maintain the advantage, and continuously improve the value-added products.
As the differences between enterprises, the existence of heterogeneous consumer demand, with the deepening of industrial change, market segmentation is increasingly evident. Small businesses will seek their place in more market segments. Large and medium-sized enterprises will continue to integrate, acquire, acquire and carry out industrial transfer and upgrading in the leading position of existing market segments, so that enterprises can expand to large scale, More extensive share of existing market segments, to stabilize their leadership.
"Only by recognizing the current situation, walking from diversity to professionalism, from the imitation to the innovation of the road of innovation is the way to survive." Stone industry segmentation presents a number of situations: the China Central Television Economic Channel commentator Ma Guangyuan said: Industrial area subdivision, industrial chain division of labor, brand segmentation, product line segmentation and so on.
Yunfu and the head of some enterprises in this regard come to the fore, "enterprises in the process of transformation and upgrading, how to do big and stronger to do long? I think it should be focused, so long." Yingliang Stone Group Chairman Liu Liang in the review of two decades "2008 before and after the financial crisis, Yingliang Group, the implementation of local strategy to find high-end stone this point, and strive to achieve the ultimate, and now the Group's 'fifth warehouse' has become a leading high-end stone brand."
Fifth, the return: domestic marble counterattack
Trapped in the high cost of transport, market disorderly competition, domestic marble has been "no market price." In recent years, with the domestic high-quality mineral products continue to emerge, the further popularization of domestic stone culture, domestic marble began to be more consumers recognized. Domestic marble value of the return of the horn has sounded, and the development of strong momentum.
Near the 2015 opening of the early stone-made stone boutique immediately caused a strong concern; as Nanan head head of the first domestic marble Hongtai Stone Center, in the industry under the reshuffle, still maintain a strong competitive momentum; Recently, the old version of the fifth warehouse will be the top of the domestic marble selection center image, officially changed its name to "China's warehouse" ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ...
"Now the proportion of domestic engineering selection of domestic marble has been increasing, in the environment, the sales of domestic marble does not fall, which is a good news." National Federation of Stone Industry Chamber of Commerce Chamber of Commerce board secretary of the Secretary- , With the emergence of domestic boutique stone and market recognition of the increase, is expected within 5 years, domestic marble sales are expected to exceed imports of marble.
Six, cooperation: the whole industry chain synergies gradually
December 5, 2016, which lasted eight months of the fourth global stone design application design competition in Guangzhou design week perfect ending. As one of the ways in which cross-border cooperation between stone and designer, the design competition not only provides a stage for the designers to show the stage, in the field of stone applications and the two sides of the communication, integration has a great role in promoting. To enhance the value of the product, with the difference between similar products, stone enterprises have jointly design industry, build consumer brands.
Stone industry is a heavy asset, cyclical industry, the industrial chain lengthy, upstream stone machinery, mining, the middle is stone processing, marketing, downstream design decoration, engineering real estate, difficult to take-all, co-ordination. It is very important to construct the upstream and downstream cooperation mechanism and industry rules based on the stone industry chain, reshape the future value of the industry, integrate the industrial chain resources and establish the cooperative mechanism. Mining enterprise alliance, can reach the limited price; buyers of the Union, can achieve large-scale procurement and save capital.
"Shi Shiban members, there are pioneering mines, large board wholesale, into the home improvement market, there are stone glue to do, but also research and development of stone Internet platform, can be said to cover the entire industry chain of elite talent." Shi Shouban Class teacher Yu Xiao Ye that the Xiamen University School of Management EDP Center to build such a platform is to integrate the entire stone industry chain point of view for the Chinese stone enterprises to shape the brand, open the market, providing direct and effective inspiration.
"Cooperation" is the theme of the times, in line with the development trend of stone industry. Whether the Shenzhen, Xiamen, Quanzhou three regions complement each other, or internal marketing team project collaboration, in the continuous integration, cross, the stone industry will be more healthy and robust.
Seven, service: to pro-customers rather than circle
Profiteering era, stone people only thought to deal with the tooling market, has become a service provider. "Stone industry lack of service awareness, companies can do such a large scale, we can see how good this industry before." Many people in the industry issued such a sense. With the changes in the market and consumer groups, stone people only pay attention to the product does not attach importance to the concept of practice must be abandoned, out of the "circle of friends" into the emerging markets.
Tooling market period, the long-term seller's market to a number of stone people put on the need to pay attention to procurement resources and sales channels of thinking habits, carefully cultivate "friends circle", through occasional entertainment and online communication can form an effective cooperation. Circle communication is essential, but the home improvement market requires us to go out to get close to customer service. Because of this, the stone industry, large enterprises, the popularity of large brands are mostly stopped in the industry or building materials system, consumers are familiar with the terminal brand is very few
As an important part of the enterprise's soft power, the service has certain catalytic effect on the brand building and the upgrading of the enterprise. From the supplier to the service provider transformation, which is the industry progress and mature performance, is the new economic form of the role of enterprises to re-positioning. The formation of a sense of service, enterprises should also strive to create distinctive service characteristics, which in the service, brand competition come to the fore.
Times are changing, consumers are pursuing higher, better and more secure services. To provide users with value-added services, so as to obtain more profits. We believe that good craft and quality services like the cold will be infected.
Eight, talent: business forward strong driving force
Enterprises can not do without the rise and fall of talent, the development process of outstanding enterprises are accompanied by the cultivation of talent. Stone industry is labor-intensive industries, practitioners generally low culture, which largely limits the development of enterprises. Although a large number of skilled workers can build a technology-leading enterprises to provide the premise of the development of ideas, but light technology talent is difficult to make enterprises bigger and stronger. Enterprises in order to develop, just expand the scale, the sheet is small and easy to sell, we must actively absorb or train professionals, especially the enterprise "local" talent.
"Practitioners do not understand their products, is not love the product, do not love the performance of the industry.Lack of understanding of the industry clerk, often not from large companies, there is no systematic professional training, companies can not effectively on the product market To guide. "The importance of professionals in the design of the words of the people can also glimpse a bit. In the cross-border cooperation, with professional background of the marketing staff of their products and market conditions have a clear understanding, can help designers better design of stone, as soon as possible to the new products to the market.
The introduction and cultivation of high-quality personnel, is conducive to the optimization of business processes to enhance operational efficiency and value-added products, and ultimately to achieve the design, processing, construction, service one-stop service-oriented enterprises. And a complete personnel training system often rely on advanced management mechanism and modern enterprise system.
Nine, transition: the veil of modern enterprise system
In the stone industry, pay attention to corporate culture construction enterprises are not many, which to some extent attributed to the business when the home in the positioning of the single and short. In the development, stone enterprises are often difficult to break through the family management model, do not want or have the ability to introduce advanced management mechanism and high cultural level of management personnel, "plateau phenomenon" can not be avoided. Training enterprises "local" talent and improve service quality, is the only way to break through the development of bottlenecks.
Nanan a lot of stone enterprises in the company chart, are under the leadership of the chairman of the general manager of the responsibility system, but in modern enterprises, the general manager is not responsible to the chairman, but to the board of directors. Whether the couple or father and son co-operation, once the right is not clear, the framework is not clear, it is likely to cause wrangling, affecting the efficiency of business operations.
Industry reshuffle at the same time, many stone companies are facing the regime change, the first generation of entrepreneurial veterans gradually fade out the first line, stone second generation or a second generation in the stage of history. In these special circumstances, the transfer of enterprises need more wisdom, difficult to modernize the transition to provide a chance for enterprises. The core of the modern enterprise system is in the company legal person property rights supervision system, the control among the decision-making, the right to operate separately, the formation of decision-making, supervision and management of the three powers.
In the era of socialist capital, the capital of enterprises must be released, whether it is the new three board, joint-stock, A shares or overseas capital market, these initiatives must be vigorously promoted. Through the listing, corporate risk shared by the public, Bandung, Miles stone has been in the front.