2016 stone enterprise development direction and problems
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The era of stone profits has passed, and enterprises must enter the home improvement industry to survive and develop. Recently, at the "Growth and Mission" forum of the 20th anniversary of the establishment of a stone company in Yunnan, Tan Jinhua, deputy secretary-general of the National Stone Association, said: "The stone industry is facing transformation and upgrading, and development must constantly open up the home improvement market."
First, the development of stone enterprises: home improvement market 1, stone enterprises into the home improvement is imminent
At present, the growth of the real estate market is slowing down, which has a great impact on the stone industry that depends on engineering projects. A set of figures in the white paper "China Stone Industry Development Report" (hereinafter referred to as "Report") released earlier this year reflects this influence. According to the "Report", the main business income of stone enterprises above designated size reached 298 billion yuan in 2014, an increase of 12.7% over the same period of the previous year, and a decrease of 8.9 percentage points over the previous year; the total profit was 32.8 billion yuan, an increase of 4.3 over the same period of the previous year. %, down 23.9 percentage points from the growth rate of the previous year.
Compared with the fall of the stone market, the decorative market is still prosperous. With the improvement of people's quality of life, natural stone enters people's field of vision and becomes an excellent decorative material. Originally, the home furnishing market only occupied a low market share. This stone has gained a lot of room for this. The voice of stone enterprises entering the home improvement market has gradually become stronger.
2, the name of the safety of home decoration stone
Stone's entry into the home improvement, which seems to be a win-win situation, has encountered trouble in its implementation. Deng Huiqing, deputy secretary-general of the China Stone Industry Association, said that in the development of the domestic stone industry, long-term misunderstanding of the radioactivity of marble products has seriously affected the development of the stone industry. "Because of the confusion in the society about the radioactivity of stone, many expressions are not standard enough, causing some supervisory companies, construction companies, and decoration companies to confuse the implementation of marble acceptance standards." Deng Huiqing said.
The director of China National Stone Materials Inspection Center also said that through years of testing data, marble has no radiation and no harm to the human body. He also said that the existing stone in the market can be divided into three major categories: granite, marble and limestone. Through years of testing, there is no difference between the radiation of the marble and the soil, and only some of the granite has radiation.
"Since radioactivity is no longer a problem, the application of marble should really enter the home decoration. Quality, appearance and processing quality should be aspects that need to be considered." Zhou Junxing, deputy director of the National Stone Quality and Technical Inspection Center, said, "There are standard requirements for these aspects in China." Stone companies should comply with these standards more rigorously to produce products that meet market needs."
If stone enterprises want to open up the home improvement market, they can also take advantage of the current construction of some Internet sites for decoration websites, seek cooperation, and combine products and decoration design to present them to ordinary consumers. At the same time, the future Internet will become an important channel for consumers to obtain decoration information and purchase products. The Internet platform of stone enterprises can provide more professional, more accurate and more favorable product channels for traditional decoration companies and designers, thus changing the traditional Enterprise business model, this is also the development opportunity of the future Internet stone enterprises.
Second, the problem of stone transformation home improvement road encountered:
Stone, now there is such a problem, blocking the stone into the home improvement road, but also blocking consumers to get their real needs.
1. Who is not willing to mention the "warranty period"
Regarding stone, there is a word in the decoration industry that is big and big, called the warranty period. But this is the "warranty period", which makes many stone enterprises and decorative enterprises have a headache. Objectively speaking, most of the plates have been processed very beautifully at the factory. However, after a series of processes such as installation, grinding, crystallization and polishing, there are often problems when it is put into use: “For home-made stone, it is often excellent when it is seen. After the furniture and articles are moved in, the whole ground It has worn out and lost light. The decorative effect has dropped so fast that the owners have a huge psychological gap and dissatisfaction."
Therefore, the pain of the enterprise on the stone at home is: once the problem occurs, the logic of the owner is not to say that the warranty is not refundable, you have to solve it for us. The more painful thing is: the logic of the owners is completely reasonable; this responsibility, you must bear.
2, maintenance: a stone into the home improvement
Stone enterprises, if they want to open up the home improvement market, they must never follow the experience and ideas of large-scale projects in the past, but must respect the consumer psychology and consumption logic of the "ordinary consumers." From this line of thinking, even after a simple analysis and judgment, I can immediately understand why the "maintenance" of this work is the first thing that stone faces when it enters the home decoration, and it must be solved.
(1) Will consumers recognize maintenance?
Your technology has nothing to do with me - in almost all industries, the average consumer almost follows the "referee principle" mentioned earlier.
We often deal with stone, and people who know the stone maintenance technology are different. The application knowledge of stone has no value to ordinary consumers. The reason why they choose stone, the most important (and sometimes even the only) is to look at the beautiful and high-quality quality of stone; as for maintenance, most of them are unfamiliar, and they are not really interested and want to know. Moreover, I am afraid that many companies will not mention maintenance and other topics when they convince the owners. In the huge group of ordinary consumers, the potential consumer psychology is: I have already spent money, how to spend money?
(2) There is no maintenance system in the family
To take a step back, even if consumers can accept the concept of stone maintenance, it is difficult to implement. The reason is also very simple: the existing maintenance technology, want to achieve a good decorative effect, many hotels, shopping malls even take a weekly high-frequency maintenance. But for ordinary families, this frequency of maintenance is tantamount to a night of talk.
In summary, the family does not generally welcome the "stone maintenance", but the stone wants to enter the home decoration, the decorative quality of the stone is one of the most important reasons, and without maintenance, often can not guarantee the quality. The contradiction in this is manifested in the fact that the more the stone is used, the worse the owner is, and the decoration company is helpless. Both sides can only continue to saw and slap.
Therefore, Stone Man, our goal in 2016 is to discuss how to solve these problems, solve these pain points, and then successfully enter the home improvement world.