Surprised
When the terminal research team arrived in Nanjing on the first day, they learned from the Didi master that Nanjing consumers She has strong spending power. She said: The clothing store opened by my wife in Jianye District sold more than 10,000 yuan on Mother's Day, because Jianye District has many demolished households, many rich people, and middle-aged and elderly people pursue more styles of clothing. If young people are taller, they will basically spend 400 to 600 yuan per piece. However, after a round of research and interviews, Nanjing ceramic dealers all reported that consumers are willing to pay for food and clothing, but they are not strong enough in home decoration design concepts. Moreover, as the awareness of soft furnishings increases, the proportion of decoration expenditures is spent on hard furnishings. ratio decreases. Otherwise, why are the 800×800 ㎜ glossy bricks still seeing good sales? Compared with Shanghai, Hangzhou and other places where unconventional ceramic tiles such as 600×1200㎜ are popular, the author is a little surprised, let alone the large-sized ceramic tiles such as 900×1800㎜ that are commonly used in Wenzhou.
In addition, the author will find that almost many Nanjing ceramic brand exhibition halls are in the European style from a few years ago, even if There have been updates, mostly in the form of changing product display areas, rather than exhibition rooms, especially the "Nanjing Ceramic Brand Office Headquarters" located in Hongyang Home Expo Center (they all said: The offices of many ceramic brands in Nanjing are in Hongyang Home Expo Center), rarely seen renovated. This is another big surprise for the author from Foshan Ceramics Headquarters, because it is "common" for companies in Foshan Ceramics Headquarters to perform partial renovations at least twice a year. In particular, during the Shanghai station survey in September 2018, the storefront of the Shanghai dealer of Romario Tiles was being renovated. The dealer Qiao Jun told the research team that dusty decorations are no longer allowed in downtown Shanghai., and the garbage generated needs to be cleared away. Even if it is just a few small bags, you have to hire a truck to transport it. The cost is higher than renovating a small place, but there is no way. The store is the signature of our brand, and we must keep up with the image or products of the headquarters. The output must be updated in a timely manner.
It is really because consumers do not have high requirements for home design concepts, so local ceramic dealers do not need to pay attention to it. The design of the store? The reply from more local ceramic dealers is: everyone is reducing expenses and costs. "In the past, RMB 300,000 could be used to run a store very well, but now if you spend more money, even if you invest RMB 2 million to build a brand image, it may be in vain. The cost of store renovation is not low, and more people are in a wait-and-see state. ” added a brand manager who did not want to be named. According to Zeng Jianlei, assistant general manager of Hongyang Home Expo Center, there are 400 ceramic merchants in Hongyang Home Expo Center (Banqiao), accounting for 25% of the entire market area (including warehouses), and merchants with an area of more than 1,000 square meters account for 10%. 500~600㎡ accounts for 60%, and 300~400㎡ accounts for 30%. The core tenants have never changed. Other ceramic merchants are not as fast as Hardware when changing their stores. Because of the high decoration costs, they dare not move at will and change faster. Those are only tenants with an area of 300~400㎡. It can be seen that decoration cost is another big cost for ceramic dealers. In such a harsh market environment, who dares to decorate a store easily?
（ Exhibitions of imported ceramic tile brands in some high-end stores)
As we all know, the quality of domestic ceramic tiles is no worse than that of imported ceramic tiles, and even the colors and textures of some ceramic tiles can catch up with imported ceramic tiles. However, once the brand showroom image is compared with the imported ceramic tile brand showrooms located in Red Star Macalline and Jinsheng International Home Furnishing Hall, the gap in difference will be widened. It is said that the imported ceramic tile brand located in Jinsheng International Home Furnishing Center can sell millions of dollars per month. What can be explained is that brand image is still very critical.
Surprise
Of course, there are still "minorities" that stand out among the mass phenomena. The "minority" here is about What we are waiting for are more ceramic brands that are well-made in the local area. It is understood that the only ceramic brands that have renovated or are renovating their showrooms from the end of 2018 to the beginning of 2019 are: Marco Polo, Nobel, Samit, Guanzhu, Xinzhongyuan, Yinuo, Jinke, Europe and the United States...
——Samit Ceramics Nanjing Store
（ Some exhibition rooms of the flagship store of Samit Ceramics Hongyang Home Expo Center)
As can be seen from the above illustration, whether it is the role of ceramic tile design, or soft decoration - modern lighting, contemporary pictures, or the addition of small " "Children's playground" meets the current visual and functional needs.. According to Wu Huiquan, an enterprising Nanjing dealer of Samit, 3 million yuan was invested in renovating the Hongyang Home Expo Center flagship store in 2018, while the other seven directly-operated stores also invested more than 100,000 and 200,000 yuan each in rectification.
——Dongpeng ART+Nanjing Store< /p>
（ Some exhibition rooms of Dongpeng Ceramics ART+Jinling Home Furnishing Museum)
Works of art are an eternal existence, which can turn all ordinary items into items of appreciation value. Therefore, when the author saw the "Starry Sky" wall tiles hung high on the wall, he stopped to admire it and stepped forward to touch it... This is a brand's upgrade of product value. The store shopping guide told the author: This is the most artistic exhibition hall among all ceramic exhibition halls in Nanjing, and there will never be another exhibition hall like this. I really agree with it, and it seems to be superior to its Foshan Ceramics headquarters (I say this conscientiously at the risk of being criticized by the brand headquarters).
——Xin Zhongyuan Ceramics Nanjing Store
(New Zhongyuan Ceramics Jinsheng International Home Furnishing Pavilion flagship store + some exhibition rooms of Banqiao store)
"Respect the value of design and enhance the value of material products," Wu Xiaohui, a Nanjing dealer of Xinzhongyuan Ceramics, puts herself in the design of her brand showroom. A passionate interpretation of the concept of design aesthetics. In this 700-square-meter exhibition hall, the division of regional functions is not specifically reflected through the square and traditional "frame" structure, but with a "roundabout" light design technique to make the space wider and more specific. With a sense of design, some smart home systems were also incorporated during the period, such as electronic sensor doors... making every part of the exhibition hall worthy of careful study. Even a cup for inviting guests to drink water satisfies the simple and luxurious space atmosphere. It is said that Wu Xiaohui got design inspiration after referring to other exhibitions or tourist places around the world, and later integrated the design plans of the Xinzhongyuan Ceramics headquarters and local designers in Nanjing. She proudly said: This is the design inspiration that Wu Xiaohui currently sells at all Xinzhongyuan Ceramics headquarters. The most ground-breaking exhibition hall in the commercial exhibition hall.
——Jinke·IF Modern Tile Nanjing Store
（ Some exhibition rooms of the flagship store of Jinke·IF Modern Ceramics Hongyang Home Expo Center)
The modern industrial-themed ceramic tile exhibition hall is similar to the Jinke headquarters, and even some of the art works are similar to the small ones.The integration of the stepped area is better than the visual sense of the headquarters exhibition hall. Keep up with the pace of the corporate headquarters, open up channels for designers, and organize designers to showrooms every month... This is the most important step for Jinke Tile Nanjing dealer Chen Deshan to make a self-transformation. It seems like a small step, but after taking this small step When it comes to progress, he needs to make more efforts and investments. The first is to invest in the renovation of the exhibition hall. Even though the exhibition hall has just been renovated, when the research team visited, they saw that he was continuing to renovate the other side of the exhibition hall. He had his own strategies and philosophies on how to respond to market changes. Such a ceramic brand exhibition hall with a sense of design is a rare ceramic exhibition hall in the alleys of Hongyang Market Ceramics District.
Fantasy
There are two words in Feng Shui, called "Chongxi", which means to make people look and feel through certain things. A festive way to drive away bad luck during a period of bad luck. The author suddenly thought: If it is used in the renovation of various ceramic exhibition halls in Nanjing, will it be useful? It is said that the dealers with 4-hole storefronts in Hongyang Home Furnishing Expo Center are quite good. In fact, in my opinion, there are quite a few such stores. I suddenly thought that I might consider renovating them.
The above are some exhibition hall appreciation cases. If there is a better ceramic exhibition hall in Nanjing, you can recommend the Nanjing Station Terminal Research Team to go there. For observation, the research team here will be stationed from May 13th to 23rd. Invitations are welcome.
Author: Yi Ya
