The life cycle of an industry is divided into four stages: infancy, growth, maturity and decline. The main indicators to judge the life cycle of an industry are: product variety, market growth rate, demand growth rate, user purchase behavior, number of competitors, barriers to entry and exit, technological change, etc.
According to the current development status of the rock plate, the rock plate is still in the growth stage, and there are many pain points to be solved by the rock plate, which cannot be considered as entering the maturity stage.
After several years, the production capacity of rock plate has increased rapidly, but the problems of commodity homogeneity, price war, single channel are prominent, and the rock plate has not been recognized enough in the terminal, rock plate enterprises have been fighting among themselves, and can not open the market.
Rock sheet is still a product with room for growth and the possibility of continuously increasing its market share. The person in charge of Tao enterprise talked about his opinion: "The front end (production end) of the industry is now very good, has been relatively perfect, but the channel has not been opened, the market has not been recognized." So how to solve this dilemma, is to open the function of the back end, the opportunity of rock plate comes!
It's clear to all of us that the break in the SLATE is now at the end. So how do you make the market bigger? Pry the opening of the funnel wider. Synthesize each family's point of view, comb one by one. How does the SLATE market expand? Product parameters, further processing, cross-border integration, channel diversification, landing services, space sales, etc., become the future to focus on matters.
1. Product parameters
The SLATE, it seems, fell into the trap of "product metrics" from the start. More and complete, is a lot of enterprises show the strength of the main rhetoric. This practice, in the sale of traditional ceramic tiles, is a strategy adopted by many enterprises. Even if it is only by OEM production of rock plate brand, it will try to do the whole category. In this way, the most immediate thing is to build up inventories, which can be the straw that breaks the camel's back when the market is bad.
For the rock board, if you want to do the whole category, the world can not find a company like this. Because of the size, thickness, color and so on, there are too many combinations of rock plate. The same color, can have 800*2600MM, 800*2700MM, 1200*2400MM, 1200*3600MM...... Such as a variety of sizes, can also be made in this specification of 3MM, 5.5MM, 9MM, 12MM, 20MM...... Such as a variety of thickness, and the surface of the color is unlimited extension.
Therefore, any enterprise can not do the whole category, it is not necessary! Rock plate has come to today, under the premise of rich color and color, it is very necessary to integrate the size and thickness of the product. Instead of increasing the size of the slabs, they will be reduced to a limited extent and will be adjusted towards the size of the slabs.
2. Deepen processing
The birth of each new species will be accompanied by more related industries, thus forming a complete industrial chain. The same is true of rock plate. The upstream has raw materials, equipment and other suppliers, and the downstream involves processing, application design, installation and other processes. The processing link is also the most important link for rock plate to go out.
In 2020, when the SLATE was hot, more than 100 processing plants sprang up overnight in Foshan. Today, the density of slab processing plants in Foshan is also the first in the country.
The barrier to entry for slab processing plants is not high, ranging from several hundred square meters to tens of thousands of square meters, and they all do the same work. Since the end of 2021, some processing plants have realized that this mode is not sustainable and started to shift to "deep processing", instead of the repetitive and simple work of "cutting, edging, champhing, splicing and pasting".
It is understood that a trend of processing plant is: close to the home plate, such as: rock board bathroom cabinet, rock board cabinet, rock board wardrobe, washing closet and other finished products. Or OEM, or launch their own brand products.
The other direction, is closer to the deepening of the plate. For example: graphene heating wall board, rock board quick installation wall board and so on. These in the field of tooling, can be connected to the rapid installation system, accelerate the progress of the project. The operation of this piece requires the rock plate to be combined with other materials, such as aluminum honeycomb, PVC honeycomb, polyurethane and other materials. The composite rock plate has better performance in application, but the disadvantage is that the cost is high.
3. Cross-border integration
Whether it is rock plate production enterprises, or processing plants, have realized that rock plate can not stay in the stage of selling board. From the rock plate, to the rock plate home, to the fast loading rock plate, are groping in the crossover.
"The iron must be hard." The SLATE industry, after all these years of efforts, has made breakthroughs on the road to crossover, which is still not satisfactory. The direction of integration should be all-round, from the plate size, performance, decorative and other aspects to connect.
Next time we're going to talk about how do we expand the market for slabs? Read the follow-up article.