The typical feature of the home furnishing industry is "born for the people." It is not the few at the top of the pyramid that can determine the direction of the industry, but the most common majority. Accurately grasping the demands and preferences of the main consumer groups is the compass for the home decoration industry to break out of the fog.
In today's China, the macroeconomic situation is turbulent. National policy-oriented technology companies, innovative projects, and emerging industries have sprung up like mushrooms after a rain. The home decoration industry seems to have reached a new crossroads. Faced with the diversified ideological trends and home furnishing opinions of today's people, where should the home decoration industry go?
Dongpeng, a representative ceramic tile industry giant, while continuing to grow bigger and stronger, has never relaxed its grasp of the demands of its customer base. The world only knows that Dongpeng Ceramics is famous far and wide, but few people pay attention to it. Dongpeng auxiliary materials have slowly emerged from behind the scenes. Walking to the stage, he quietly became the king of Dongpeng Group's 1+N strategic highland! !
Decoration auxiliary materials, which are essential items for home decoration, are often ignored due to low attention and low purchase frequency. They have little sense of existence in the eyes of consumers and are also nicknamed the "bricklayer" industry. So, why does Dongpeng Group value auxiliary materials so much? On November 24, 2021, the "Change Maker" column team of Tencent Home Shell Ceramics brand walked into the Dongpeng Home Accessories Division with you. Here, we will jointly interpret the wealth code of the auxiliary materials market with Guo Rongduan, general manager of Dongpeng Auxiliary Materials.
▼The new growth pole starts from the branding of customer needs
For a long time in the past, people's consumption concepts have always been like this: "I want ceramic tiles of such and such brand", "I want sofas and carpets of such and such brand". People present their home furnishing demands in the form of "brand recognition".
However, it is not enough to have good main materials, auxiliary materials are also important. "A good horse deserves a good saddle", "A precious sword is given to a hero". The consumption trend in the new era requires that every material used in home decoration be exquisite and every craftsmanship exquisite. Durable, environmentally friendly and safe, beautiful and anti-fouling, etc., these concerns have greatly raised the survival threshold of the auxiliary materials market. If the main material is usedAppearance impresses consumers, and auxiliary materials use quality to reassure consumers.
At this time, if the home decoration service organization still uses high-quality main materials with third-rate auxiliary materials, it will easily fail in the details. This is suicidal for a home improvement service organization. Especially now, more and more home decoration companies and ceramic brands are committed to providing one-stop whole house decoration services. If problems arise because of poor auxiliary materials, consumers will only blame the home improvement service organization. Such a situation has forced the decoration auxiliary materials market to reshuffle. It is under this background that Dongpeng Auxiliary Materials has taken the lead and has become the choice of more and more consumers.
Mr. Guo said that in fact, the brand development of auxiliary materials abroad is relatively advanced. Domestically, Dongpeng has been paying attention to the development of the auxiliary materials industry because it has been in the first-tier market for a long time. As early as 2014, it had spontaneously carried out research and development of ceramic tile adhesives. Dongpeng Auxiliary Materials has sprinted to the top of the market with its overall home furnishing solution of "main materials + auxiliary materials + services". It has launched waterproofing systems (waterproofing), paving systems (ceramic tile adhesives), and beautiful joint systems (caulking agents, Real porcelain beautiful seams, colored sand beautiful seams), interface treatment (tile tiling, wall solidification), leveling treatment (multifunctional mortar, interior and exterior wall putty powder), etc., all integrate the technical achievements of Dongpeng Enterprise's independent research and development for many years. The quality is seamlessly connected with the main material of Dongpeng Tile, which is a perfect match.
Over the years, Dongpeng Group has achieved billions of square meters of paving achievements across the country with its main materials and auxiliary materials. This pair of golden partners perfectly solves the problems in traditional home decoration such as tiles falling off, moldy joints, sandy interfaces, and large leveling errors. Therefore, more and more customers recognize it. Superior auxiliary materials have become another weapon for Dongpeng Ceramics to win the market.
▼Small auxiliary materials are a big industry, Dongpeng auxiliary materials are marketed well
According to relevant industry research reports, the home decoration market size will reach 2.09 trillion yuan in 2020; the workwear market size will reach 3.55 trillion yuan. The auxiliary materials market accounts for about 8% of the entire decoration industry chain. The auxiliary materials market is estimated to be about 450 billion yuan. This is a huge market that is no less powerful than the building ceramics industry. The fundamental reason is that auxiliary materials are widely used and can accommodateThe scope of the product chain is very large, forming a market scale effect.
As a representative enterprise in the building ceramics industry that actively promotes the integration of auxiliary materials, Dongpeng Auxiliary Materials is also the drafting unit of the "Standards for Caulking Agents and Adhesives for Ceramic Tiles" and a participating unit of the "Adhesives for Ceramic Slabs" standard, and has won It has won a series of honors, including designated supplies for the National Finals of the 5th China Decoration Artisan Skills Competition, top ten excellent brands of caulking agents, top ten brands of ceramic tile adhesives, and influential brands of waterproof materials, etc.
The advantage of Dongpeng Auxiliary Materials is that it is supported by strong group network resources, with 7,000 stores and more than 1,000 dealers covering all parts of the country, and a highly integrated supply and marketing network. Every Dongpeng Tile user can accurately match Dongpeng auxiliary materials. In this way, if we look at it from a regional perspective, the market demand for Dongpeng auxiliary materials in a region will be very considerable. As a dealer of Dongpeng Ceramics, or a franchisee of Dongpeng Auxiliary Materials, you can Enjoy market operation rights in a certain area. When the order of magnitude increases to a certain level, Dongpeng Auxiliary Materials can bring extraordinary strategic significance to merchants and enterprises.
In fact, Mr. Guo introduced that Dongpeng has indeed adopted a very flexible market strategy. In important market areas, Dongpeng will select locations to open factories, play the geographical advantage card, and form a strong alliance through regional auxiliary material factories, regional specialty stores, and agent networks to form the ultimate control of the region; while in the secondary market Regional, or county and town level sinking channels, Dongpeng can rely on the channels of local specialty stores, through its mature and stable logistics and distribution system, media communication paths, customer development mechanisms, etc., to provide Dongpeng auxiliary materials with accurate positioning. Marketing assistance.
▼Let’s get together to discuss the conspiracy again, Dongpeng’s investment plan is waiting for you
In the new market environment, whether it is ceramic companies or home furnishing colleagues, their success can no longer rely on extensive management and blind self-confidence, but must have foolproof grasp and smart and precise planning. Dongpeng Group has been adhering to this point along the way. Today, the six major sectors of Dongpeng Group are launching brand investment plans across the country. This is a conspiracy, and it is also a reshaping and reinvention of the home decoration market pattern in the post-epidemic era. Focus on the six major sectors of Dongpeng Group and Dongpeng Auxiliary Materials. I believe you will have unexpected gains.
