Ceramic sheet products, we need to think

Recently, with the continuous fermentation of low-carbon issues, coupled with TOTO and other companies to launch thin-sheet products, media and industry professionals have unprecedented reports and discussions about the “buzz”. There are several typical phenomena in the controversy: there are so-called experts, who are arrogant about the predecessor companies; they analyze the development trend of the sheet from the perspective of the industry development of traditional ceramics; the other is the station. From a marketing point of view, the “low-carbon” halo is put on the “concept marketing”.

Hot discussion is also a good thing. After all, thin sheet products have attracted much attention. However, under hot conditions, we also think about some cold thinking, especially some key issues.

First, the direction of product development. We always confuse the thin products currently on the market and mix their product positioning and marketing models. A product that completely complies with the national standard "ceramic plate", a product that is conventionally conventional in area but thin in thickness, how can it be mixed together? These two products cannot be compared at the same time. For home improvement, or as a new product in the traditional ceramic industry, it is feasible, the difference may not be large, but the amount will be very limited, the next two to three years is still popular; otherwise, I personally think that the breakthrough of the thin plate In place of traditional engineering materials such as glass, but if used in large-scale projects, especially the acceptance criteria such as curtain wall, dry hanging, it will be very difficult. There are product standards, and then find the acceptance criteria is already difficult to climb, no standard to find acceptance criteria? Undoubtedly boarded the sky and board the alien "days." In addition, to be a national product standard, at least two years, or "far away", it is recommended that you are on the thin plate or the preparation of the thin plate, we must refer to the relevant product standards from the beginning of research and development. It is advisable not to try again a new standard, nor to shout that there is no standard. Ceramic Lightweight Brick and Ceramic Plate are the basis for legal effects.

Second, on the direction of product application. It turns out that this product can no longer use cement mortar. Only Europeans can use the "thin construction" experience (professional tile adhesive wet paste) for several decades, but due to constraints in construction costs, construction habits, etc., it is likely that we will have to pay at least one or two years for each company. The tuition fee. What kind of glue is used, domestically produced? Must be imported? How to effectively save costs? If you think from this perspective and have some results, you may have sales of thin plates, at least in the home improvement market, there will be a relatively rapid increase. In addition, we have to learn from low-grade cement fiberboard companies on the construction methods and acceptance basis of large-scale projects. Their products, in terms of physical properties, are much worse than our ceramic products, but what they rely on, and even beyond the price of ceramic products, do a lot of engineering, relying on a complete construction program, relying on domestic and domestic Constructing Atlas of Joint Construction by Authoritative Organizations. In the field of product application, I feel that we have to learn too much.

Third, on the marketing direction of sheet products. It is recommended that marketing experts, especially traders who used to work in the ceramic industry, should be more calm. As mentioned earlier, when thin sheet products are used in home decoration, it may take one to two years for the product to be cultivated, and it is difficult to have a "quantity" breakthrough. While taking distributors and home improvement lines, it is imperative to place an important force on engineering. Returning to the marketing level, it is a typical "industrial product" marketing, and this "industrial product marketing" marketing may also be mixed in the complex environment of traditional dealers. In addition, when the project is completed and the project is completed, the tender amount of 40 to 50 million will make you excited, but you will be eclipsed for a while: This is a combination of bidding, product supply and construction integration. But the bidding will be mainly based on material suppliers. You can get very few of the 40 to 50 million. The problem is that there are complicated financial issues, and you need to think about it. In addition, you must also wisely respond to the astute Grade-A decorating company. Their business negotiation skills are much brighter than us.

Finally, I would like to emphasize that it is not difficult for sheet products to be made. Even strictly speaking, our ceramic industry has never lacked “ceramic plates.” If applied to engineering, traditional thick plates and new thin plates are not too different, and Porcelain also owns the industry standard for "Curtain Walls for Building Curtain Walls". Later, the content was added to the national standard "Building Curtain Wall." From this perspective, the advantages of traditional thick planks are obvious. But why not do traditional curtain wall materials such as glass, aluminum, and stone? I think the problem lies in our business model. Looking back into the field of porcelain plate curtain walls, the well-known companies in the forefront have a good foundation in terms of human structure setting, application standard participation, construction application research, professional marketing, and engineering cases, but they are still difficult to achieve. city.

I believe that the biggest gap between the ceramics industry and glass, stone, and even cement board companies lies in the establishment and improvement of business models and business culture, including the lack of business technology teams. A cement and board company, a business and technology department has more than 50 people, all of which are elite troops who combine technology and sales ability. They are the main force of the marketing system. This is probably the biggest gap between us, as opposed to the technicians and sales line staff who are independent and even focus on selling light technology ceramics marketing atmosphere.

Will our thin plates regain the old path of traditional porcelain?