Foreword
As of July 24, the Wuxi Station of China Ceramics Network Terminal Market Research (Su, Xichang), in just a short time Within 7 days, the research team has interviewed 26 local channel dealers one-on-one, 22 of whom are ceramic tile brand dealers (brands include Dajiulu, ICC, Xinzhongyuan, Nalegsi, Qianghui, Grace , Shunhui, Gold Medal Asia, Jinduo, Aoxiang, Little Bee, Europe and America, Jinke, Inno, Marco Polo, Owen Lai, Guanzhu, Juncheng, Huaqi, Dongpeng, Kohler, Eagle Brand, Xiejin, Meng Na Lisa, Van Gogh, Lamborghini, Lijia, General, Nobao, Hengfu, Carona), 3 are local decoration designers (Shenzhen Xinyihua Architectural Decoration Design Wuxi Branch, Dayou Mingtang Beautiful Things Research Institute, Nanzhu Space Design Co., Ltd.), and one is a local store representative (Huasha Home Furnishing Port);Visited 8 stores (Huaxia Home Furnishing Port, Hongyang Home Furnishing, Zhongchu Building Materials, Juran Home, Red Star Macalline, Wuzhou International Building Materials City, New World, Xihu Home Art Center).
As you can see from the above data, the research team visited many places, and 95% of The place is a ceramic tile exhibition hall. This place is very different from other markets, and the trend direction reflected in the characteristics of the exhibition hall is more obvious. To sum up, the ceramic tile exhibition hall area has been greatly reduced, reflecting five trends.
Cognition
Older Generation×< /span>Younger generation
The centralization of building materials stores is an unavoidable topic in the local ceramics market in Wuxi. Because of the concentration, the changes in each brand showroom are relatively small. obvious. Published on the Japanese platform on July 22"I want to be here" Selling good bricks in a city worth hundreds of billions, do you have these three points of awareness? =1&sn=5e2b6dccaae898dfbca0f3954bf7c10e&chksm=84e1e191b3966887c4894bec1b62e357e0340d6ab996e209e4ea6223524dfea46aee2cb1eb88&scene=21#wechat_redirect " style="box-sizing: border-box !important; padding-bottom: 0px; margin: 0px; padding-left: 0px; padding-right: 0px; max-width: 100%; word-wrap: break-word !important; color: rgb(87,107,149); text-decoration: none; padding-top: 0px; -webkit-tap-highlight-color: rgba(0, 0, 0, 0 )" target="_blank">|Terminal Survey (Wuxi Station) 3》, a reader left a message: They are all young traders. Yes, Whether it is the second generation Tao, or the CEO of a local brand, the post-80s or post-90s generation accounts for 60-70% of the age group of brand operators. Therefore, Brand marketing is also becoming younger. For example, Wuxi European and American Ceramics Distributor Xu Shanling said: The older generation believes that to do well in business, the store must be large, and the store area ranges from several thousand to 10,000 square meters., but Nowadays consumers are more inclined to atmosphere consumption, so although the new exhibition hall area is only 400 square meters, it mainly focuses on creating the atmosphere of the exhibition hall, which is not only for the upgrading of local brands, but also for the direction of main channels. is beneficial.
▼Appreciation: Wuxi Marco Polo Huaxia Store-Details are the best< /span>
Cost
Old Market ×New store
Regarding Wuxi ceramic tile store and warehouse rents, the research team mainly listed the data of low-end and wholesale directions - light Fanglu (New World) rents for three years and five years, 180 yuan/㎡/year; Furong Road (Leather City) warehouse mainly, 260 yuan/㎡/year; 350㎡ exhibition hall in Wuzhou International Building Materials City Museum 180,000 yuan/year , a single room outside the museum (about 40㎡) is 30,000/year, and a warehouse of 1,000㎡ is 180,000/year. Because after the Zhongchu Building Materials Market will be demolished, “there will be a group of merchants grouping together on Qingfang Road or Furong Road. Furong Road has a better location and store space layout.” Wang Qiaohong, a Wuxi Huaqi ceramic tile dealer, said. According to the research team, the average rent of Zhongchu Building Materials is 300 yuan/㎡/year. Starting from 500㎡. “The annual rent of 2,000㎡ for my independent store in Zhongchu is equivalent to the rent of 300~400㎡ (1,400 yuan/㎡/year) for an independent store on Xihu Road., but the highest-end store on this road costs 1,700 yuan/㎡/year, and other mid-to-high-end stores also cost 1,200 yuan/㎡/year." Wuxi Juncheng Ceramics Dealer You Fangzhuan once revealed.
▼Appreciation: Wuxi Dongpeng Tile(17-18 distributors, 4 direct stores)Huaxia Store
Positioning
Specialty store×New slate products
Although, "the rental cost of entering a high-end store will definitely be 5 to 6 times higher than the cost in the past, but it must also be settled. Because it can endorse the brand’s positioning as high-end in consumers’ minds without having to explain too much,” Wu Jinxian, a distributor of Wuxi Inno Ceramic Tiles, is very clear about the direction the brand should take in the local market, “Wuxi started from more than ten years ago. With the transition from large and beautiful stores to small and beautiful specialty store models, our Inno Tile specialty store in Huaxia Home Furnishing Port has only 300㎡, but I willbuild a local flagship store of the brand by strengthening service and image sense. " Wang Weimin, design director of Shenzhen Xinyihua Architectural Decoration Design Wuxi Branch, once stated:< span style="font-family:宋体,simsun; font-size:14px">When a capable designer recommends bricks to an owner, the first thing they consider is the color and texture of the product, but the next thing they choose is the brand< /strong>, because the R&D costs of brands and non-brands are different, the quality of the products will definitely be different. ”< /span>
▼Appreciation: Wuxi Inno Ceramic Tile Huaxia New Exhibition Hall Rendering
It is reported that the new Wuxi Inno Tile Exhibition Hall will use and display new slate products. Another brand that mainly promotes rock slabs (including large sizes such as 1200×2400㎜ and 1600×3200㎜) is Guanzhu Ceramics. Its new exhibition hall is located in Xihu Home Art Center with an area of 1,000 square meters. Although the new exhibition hall has not yet opened, but the slate has been used in a chain of hot pot restaurants. It can be seen that Stone slab will be a local brand, especiallyIt is a new route for product differentiation for brands that take the designer channel. At the Dayou Mingtang Institute of Beautiful Things, the research team saw on-site something similar to the customization of rock slabs Regarding kitchen cabinets, Lv Jianghong, general manager and design director of the institute, said: At the end of 2018, a 200-square-meter basement of a villa was built. The products used for the walls were imported rock slabs. Its functionality first meets the needs of the basement. Although the cost is high, the performance of the slabs The "temperament" produced satisfies the owner, so that it can replace stone. In addition, according to Su Yang, director of Nanzhu Space Design, he used Spanish imported slate as the owner's countertop a few years ago. The market price at that time was 1,000 yuan/㎡, but later increased to 2,000 yuan/㎡ due to market demand.
▼Appreciation: Wuxi Guanzhu Ceramics new exhibition hall renderings
Efficient
Single large store×multi-store layout
Nanzhu Space Design is a design company jointly operated by post-8090s generations. The projects it undertakes include commercial, industrial decoration, private residences, and real estate. , because several partners have worked in well-known design companies in Shenzhen, Shanghai, Hangzhou and other places, they know Wuxi’s consumer demandLocal areas still lack matching design services for high-end projects such as customized private residences, so they are very confident Design well in place. Design Director Su Yang has won the top 12 Chinese Design Stars in the country in 2018, the 2019 Idea-Tops Nanjing Commercial Space Design Excellence Award, etc. He revealed: The projects he has undertaken in the past few yearsCommercial projects are being downsized. For example, a Toronto restaurant has shrunk from the original 900㎡ to 500㎡. The first is the rent issue, and the second is the personnel cost issue. From A According to Fang Siwei, the overall store area will be reduced (one-third), and then the store will be expanded and converted to a multi-store layout model.
▲Wuxi Nobao Tile Distributor You Keyan
▼Appreciation: Wuxi Nobao Tile Huaxia Store
According to other ceramic tile brand dealers, Wuxi Nobao ceramic tile dealer You Keyan is the first batch of building materials stationed in Huaxia Home Furnishing Port The merchant currently has two exhibition halls of 600㎡ and 1,000㎡. She said in an interview: "The brand must It must be high-end and the products must be complete. The multi-store layout is actually a manifestation of our years of reputation and strength "Yingpai Ceramics also has 4 stores of different sizes in Hongyang Home Furnishing. According to Li Senlin, a Wuxi Eagle Ceramics dealer who majored in design, currently:Stores cannot meet the needs of product display, and stores are expanding in various channels in a 1+N model. In addition, the most eye-catching is its bold and creative "Internet celebrity store", as well as other A new clothing store with a light luxury style.
▼Appreciation: Wuxi Eagle Brand Ceramics Hongyang "Internet Celebrity Store" ”
Trends
Minimalist×Light Luxury
Although the real design does not pay attention to style, if you have to use one word to describe it, then it is - minimalist and light luxury , just popular. The trend of minimalism started a few years ago, while light luxury has become a "call" in recent years. Of course, it is still driven by consumption upgrades. So, what is light luxury? What is the difference between light luxury and minimalism?
▼Appreciation: Wuxi ICC Ceramic Tile Exhibition Hall-for minimalist style should More convincing
@武西eaglebrand ceramics dealer Li Senlin: Simple and elegant, does not require too much modification, pay more attention to subtle changes, even the ceiling Instead of using plaster lines,simple tongue and groove, create The visual impact makes people feel casual and comfortable, with large Mainly boards - 900×1800㎜ and above. In Wuxi, the younger generation dominates the consumption. Some are even returnees. They have a more open vision and like products with matte, soft light and texture changes. < /p>
@王伟民, Design Director of Shenzhen Xinyihua Architectural Decoration Design Wuxi Branch: Light luxury style is based on modern style, which can< /span>Add some simple Chinese culture and other elements, but the weight is not heavy, and the soft decoration adds color.
▲Shenzhen Xinyihua Architectural Decoration Design Wuxi Branch Design Director Wang Weimin
@大youmingtang Beautiful Things Research Institute General ManagerLu Jianghong, manager and design director: Light luxury means making the space more humane and creating a more comfortable atmosphere. The focus is on the details of the design, such as closings, lighting, etc.Exquisiteness is luxury.
▲General Manager of Dayou Mingtang Institute of Beautiful Things Design Director Lu Jianghong
@南庄Space Design Director Su Yang: The design theme of our company is "modernism", and light luxury should be similar to what we have in the past. Showing one's own European and American style, it represents a quality of life, integrated through imported fabrics or artworks, etc.The cultural atmosphere of the space is not what is seen on the surface.
▲Su Yang, Design Director of Nanzhu Space Design
▲On July 24, we walked to the New World, which is 2 kilometers away from Red Star Macalline (Xishan District Store)
▲ Wuxi Carona ceramic tile dealer Du Weifeng set up his store in Red Star Macalline (Xishan District Store). In his opinion: China Storage The demolition of the building materials market is actually to protect the merchants of mid-to-high-end stores. "If it is not demolished, I believe that only Huasha will survive among the surrounding high-end stores. This is also an act of the government to protect the market." There are not many ceramic tile brands in Hongxing Store in Xishan District, and Before, we were the only emerging brand that adopted the minimalist style, so it is very useful for us to go to the southeast market, which can radiate to the two areas with high GDP, Taihu New District and Xidong New District.”
Postscript
“Warmth, perseverance, sunshine, righteousness " is the keyword perceived by the author through the interviewees. In order to make a more comprehensive picture of the current situation of the local market and the appearance of local channel merchants To spread the news more completely, during this interview, three young women from the research team not only did a real-time live broadcast in Huya (room number 19225358), but also used the evening time to make a 15-second short video for each interviewee that could be posted to Moments. , and has written 4 articles, and will present the "Wuxi-Terminal Intelligence Bureau" column this Friday (July 26). Timeliness, value, creativity, and even interest are traditional data in research projects. In addition to the information, we respond to and comply with what needs to be done in the current information age
▲Wuxi Station Poster
Thank you to everyone who supports and cooperates with the research team!
Author: Yi Ya
