Pay attention to ceramic product differentiation

In the era of the Internet+, the challenges and changes we face are rapidly increasing, and what is even worse is that future changes are expected to come faster. The changes faced by the international ceramics market can also be said to be sudden and rapid. We have found that except for the US market, other market growth prospects are almost unattractive, so almost all ceramic exporters have entered the US market with unprecedented investment. kill. Industry tycoons abound, who will be more afraid of capital than investing? However, if it is a money-burning game, competition has evolved into a burn-and-burn mode similar to the BAT giants who have entered the taxi market.

Back to the starting point, the essence of marketing is to find and implement differences. If clothing is an extension of human skin, then tiles are the alienation of the architectural and environmental surfaces. Tiles are the building's clothing. The difference in clothing starts with the fabric and the design. The difference between the tiles is naturally starting from the material and design. The advent of the inkjet era has provided greater possibilities for the development mode that comes afterwards, but it will not shrink the space for differentiation. From the perspective of the Guangzhou Ceramics Industry Fair just concluded this year, the ink-jet infiltration process and the corresponding raw materials are maturing, which provides a new opportunity for traditional polishing products to regain market share that was once lost; dry-process milling Continuous grinding technology has been gradually adopted by more companies, which has created a brand-new competitive point for the differentiation of the raw material preparation process. The advancement and wide application of kiln technology such as wide-body kiln and double-kiln will make the cost-effectiveness competitive. Differences in the pattern of the emergence of a more complex and delicate situation. All these will accelerate the differentiation of the ceramic material quality, or will restructure the cost-effective competitiveness. However, they all provide more possibilities for companies to achieve product differentiation. Of course, from another perspective, we can also think that these technological advancements will accelerate the homogenization of ceramic products.

The differentiation of ceramic products is more related to design. It is not so much that the gap between Chinese ceramics industry and Italy is in terms of comprehensive quality competitiveness. It is better to say that our gap is more in system design. System design involves both product quality and design itself. As mentioned earlier, quality is designed. In our existing quality and production management system, quality is more often regarded as a concept of process control. The correlation with design is not high, which determines that we do not have the corresponding competitiveness in the all-round competition with the leading Italian brands. In daily dealings with leading companies in Italy, we often find that employees who communicate with us are not easily identified as sales or technical personnel. The main reason is that the product design management of these companies is Throughout the company's various departments, personnel in the design, R&D, production, and marketing departments have a very close and in-depth communication with product design. This makes it easier for the developed product to achieve rapid and sustained success in the market. In other words, someone in the company acts as the chief designer and acts as an organizer to systematically implement the differentiated competitiveness of the product. In fact, it is not difficult for us to find that companies that have developed relatively rapidly in the past few years in the ceramics industry are precisely companies that have implemented products or marketing differentiation.