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As the well-deserved headquarters of the Chinese ceramics industry, Foshan has a vane in the domestic market. When antique bricks were popular in the past few years, there will always be some brands featuring antique bricks during the Taobo meeting, starting from the second half of last year. The new brands we have seen on the market are basically based on the "professional microcrystalline stone" as the core selling point.
This change, on the one hand, shows that the entire profit of the entire ceramics industry and the direction of product evolution are tilting toward the microcrystalline stone, but on the other hand, it is worth noting that so many "professional" microcrystalline stones are really So reliable?
It is recognized in the industry that the production process and material requirements of microcrystalline stone can be said to be the most complicated in the ceramics industry. Compared with other mature products such as polished tiles and antique bricks, the yield of microcrystalline stone is also the lowest. Ou Shennuo and Yuantai, who had been involved in the field of microcrystalline stone early, had paid high tuition fees on this project and had a long-term evasive attitude. With the help of the crystallized stone, Bode and Jiajun, in the process of keeping the cloud open and seeing the moon, suffered a lot of pressure and frustration, and the course is also suffering.
A fact that does not need to be rumored is that the three giants recognized by the ceramic industry, Nobel, Marco Polo, and Dongpeng, have maintained a fairly restrained attitude towards microcrystalline stone. According to the financial strength and technical reserves of these companies, including the construction of terminal outlets, they are all leaders in the industry, but why are they not going to catch up with this wave?
Perhaps because Bode and Jiajun are indeed in the field of microcrystalline stone, everyone has intentionally or unintentionally ignored a problem: the ceramic industry, quietly no longer just a conceptual product is enough to support The stage of a brand.
Throughout the few brands in the field of microcrystalline stone, the investment in the terminal, the promotion of the brand, the guidance of the design, the control of the quality, etc., all work hard. In a word, this decorative effect is a kind of artifact that can be used to create a luxurious effect. If there is no certain arrangement and atmosphere as a backdrop, how can it create a miracle of “the same size LCD� ?
In other words, on the way to and from work, will you buy a cheap brand-name handbag from a sneaky person? The success of microcrystalline stone itself proves a misunderstanding of the ceramic industry: consumers Always need cheaper products. Perhaps, if it is not Bode’s insistence, no one in the industry dares to imagine that China’s ceramic products can be sold at such a price—the consumer is not simply concerned about the absolute low price, but rather whether he is unique in it. The experience, and the great value of the pleasure gained in comparison. The happiness that the devil's dictionary says is the pleasure of seeing the pain of others. In fact, it is also appropriate to describe price and value.
Regrettably, companies that have been flying on the road of rapid replication and low-cost expansion are still developing their own marketing strategies in accordance with past “successful experiencesâ€. The "microcrystalline stone" that swarms up is not really a revolutionary breakthrough in production technology and technology, but a Chinese-style flaw in food-making. “The crystallites with an ex-factory price of less than 100 yuan can be responsibly said that the glass layer on the surface is not fired once or twice, but is simply bonded with professional glue.†The insider said .
When everyone is optimistic about the high added value of microcrystalline stone, all kinds of chaos will follow. First of all, some manufacturers who did not do microcrystalline stone, but also forced by the needs of dealers, outside the foundry. "They earned more than us. Take it back from us and transfer it to the dealer. We will at least increase the price by 10." A foundry company said so indignantly.
It is even more rumored that some brands with micro-crystals have made a lot of reputation. Due to insufficient production capacity, some orders have been given to certain “private factories†for production. Although OEM is not necessarily synonymous with low quality and low price, such as Foxconn's foundry companies, the level of refinement and cost control at the manufacturing end is particularly respected by the industry. It can be said that the production and quality control of microcrystalline stone should be a large factory with sufficient financial strength, technical reserves, quality control and other comprehensive strengths to be able to get involved. Its various aspects of technology are far from the common level of the industry. Why is there such a chaos?
“We didn’t use microcrystalline stone in our own renovated house. It felt too bright, too slippery, and prone to scratches.†This is what a microcrystalline stone factory employee said to me. In fact, according to the hardness of most of the current microcrystalline stones, it is not suitable for paving on the ground, but the exhibition halls of many microcrystalline stone brands are also good, and the strong recommendation of the terminal shopping guides is rare. Remind consumers to avoid using microcrystalline stone on the ground – how to make consumers buy more expensive products, which is what our whole system pursues, but can this orientation last for a long time?
Imagine one day, when the microcrystalline stone that was madly sold out by the entire ceramic industry, when there is a large area of ​​peeling and scratching, who will pay for the loss of the consumer? When the consumer believes that the microcrystalline stone is a medium After the immature products used in the industry, is there still room for the ceramic industry to face the competition of stone? And when the dealers are deeply suffering from all kinds of microcrystalline stone fish, who can be aloof and live alone?
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