Jack Ma said: "This is an era that destroys you, but it has nothing to do with you; this is an era that cross-border robs you, but you are unable to fight back."
Alipay crosses over into the financial industry; SF Express crosses over into traditional retail; Meituan and Didi cross over to each other for ride-hailing and food delivery...
Under the tide of vigorous development of the "Internet +" economy, cross-border integration has become a major trend in a new round of industrial upgrading.
The most traditional building and ceramics industry is no exception.
During the "Ceramic Double Exhibition" ("Foshan Ceramics Expo" and "Tanzhou Ceramics Exhibition") in April, Country Garden and the Chaozhou Municipal Government officially signed a total investment of over 10 billion, including the construction of a sanitary ware industrial park. cooperation agreement. At this point, the long-rumored news that Country Garden plans to cross-border sanitary ware has finally been confirmed, and has triggered heated discussions in the ceramic tile industry, which is also a large industry with sanitary ware.
Will there be capital tycoons or giant companies in other industries directly making ceramic tiles across borders?
No one can say for sure.
In the face of cross-border changes that may come at any time, instead of waiting anxiously to be robbed, it is better to embrace the general trend.
What is gratifying is that, whether consciously or unconsciously, whether useful exploration or failed attempts, some ceramic tile companies have taken the first step on the road to cross-border.
Anion tile cross-border air purification field
In 2004, Tehte Negative Ion Ceramics, which was founded only two years ago, established the awareness of integrating health and environmental protection into ceramic tiles, and jointly developed negative ion ceramic tiles with Sun Yat-sen University, starting a cross-border air purification field; in 2007, Obtained China's first invention patent for negative ion ceramic tiles, and launched negative ion ceramic tiles in the same year, which received great response in the terminal market... It was the first to develop and launch negative ion ceramic tiles, making this brand the first IP in the field of negative ion ceramic tiles; and after After years of development, this brand has become the first brand that comes to mind when talking about negative ion ceramic tiles inside and outside the industry.
Specially · Negative Ion Ceramics focuses on negative ion ceramic tiles, which can be said to be a conscious practice of health and environmental protection, and it can also be said to be an unexpected crossover in the air purification industry. It can be said to have broadened the path for the development of ceramic tiles.
Since then, as people have paid more and more attention to home environmental protection, negative ion ceramic tiles have become popular. Many ceramic tile brands such as Dongpeng Ceramics, Nobel Ceramics, Champion Ceramics, and Fragrant Ceramics have crossed over into the air purification industry, and they may have More or less had a certain impact.
Ceramic sheet cross-border curtain wall field
Before the birth of ceramic sheets, the main entry into the curtain wall field in the ceramics industry was porcelain plates, which were dry-hanged using back bolts and slots. In 2012, the 130-meter Hangzhou Yake Center, the first high-rise building in China to use large-size sheets as its curtain wall, was completed, marking the crossover of ceramic sheets into the field of curtain walls. It is worth mentioning that the decorative material for the exterior wall of Hangzhou Yake Center is the ceramic sheet of Mona Lisa tiles.
▲Ceramic sheet curtain wall
Many people once believed that ceramic sheets were too thin and lacked strength and durability.It is not strong enough. If it is used for building curtain walls, it will be difficult to withstand the impact of violent storms. It was laid on the exterior wall of Hangzhou Yake Center and survived a Category 12 hurricane without any incident, proving that ceramic sheets are a safe and usable product, with even stronger impact resistance than traditional ceramic tiles, and can be used on a large scale in building exterior walls.
Relevant data shows that China’s current construction area is about 50 billion square meters, of which curtain walls account for 5%, and up to 90 million square meters of new curtain walls are built every year. Although glass curtain walls and stone curtain walls are the mainstream of the curtain wall market, accounting for about 50% and 30% of the market share respectively, the cross-border application of ceramic sheets has undoubtedly established confidence for the building ceramics industry to open up the curtain wall market. BOBO Thin Plate, Shuncheng Group The best proof is that its brands such as BTP ceramic sheets have successively entered the curtain wall field.
Graphene heating tiles cross-border heating field
Like negative ion tiles, heating tiles are also functional tiles, including ordinary heating tiles (heating with the help of electric heating tubes or electric heating wires)) and graphene heating tiles (relying on graphene, which has excellent thermal conductivity) Material heating) two categories. Compared with ordinary heating tiles, graphene heating tiles heat up faster, are more durable, safe and reliable.
▲Graphene heating tiles
On December 21, 2016, the 14th meeting of the Central Financial and Economic Leading Group issued requirements for promoting clean heating in winter in the northern region. The so-called clean heating refers to the use of clean energy such as natural gas, electricity (including various types of heat pumps), geothermal, biomass, solar energy, industrial waste heat, clean coal burning (ultra-low emissions), nuclear energy, etc. to achieve low heating through efficient energy systems. Emission-free, low-energy heating method. Electric heating is obviously one of the main methods. my country's electric heating area was only 400 million square meters in 2016, but according to the national electric heating strategy, this figure will reach 1.5 billion square meters in 2021, almost four times the original area.
As a new material tile with good heating effect, high safety performance, long service life, energy saving and environmental protection, graphene heating tile should be one of the best products for clean heating, withThere is an immeasurably huge potential market.
It is reported that the current cross-border heating brands with graphene heating tiles include Guanzhu Ceramics, Samit Ceramics, Grace Ceramics, Fragrant Ceramics, Mark Martin Ceramics, etc. under the New Pearl Group. I believe that more brands will enter this field in the future.
Ceramic slabs and slate cross-border furniture fields
Dr. Yin Hong, a celebrity in the building ceramics industry, has said this on multiple occasions this year: "Tiles are a traditional industry. Although they are undergoing tremendous changes, there are no materials that can replace them. Only ceramic tiles replace other materials.”
In fact, before he said this, there were ceramic tile brands that used ceramic tiles instead of other materials and crossed over into other fields. For example, brands such as Guanzhu Ceramics, Mona Lisa Ceramics, Gold Medal Asian Tiles, Aoxiang Ceramics, and Delifeng Home Furnishing all rely on ceramic large slabs and rock slabs evolved from ceramic thin plates to span many fields.
Through the efforts of these brands, ceramic large slabs and rock slabs are not only used in indoor walls and floors, bathroom spaces, building facades and other places where ordinary ceramic tiles can be laid, but can also be used as plates on tables and cabinets and other types of furniture. There are even brands that have launched an overall space customization solution - the concept of "all-ceramic customization". In this concept, ceramic slabs and rock slabs have become the protagonists.
▲"Full Ceramic Customization"
Although the cross-border application of ceramic slabs and slates is still in the trial stage, and due to various limitations it has not yet brought significant performance growth to related ceramic tile brands, it has broken the market boundaries in the field of architectural decoration. It provides more possibilities for the cross-border development of the building ceramics industry.
In addition to the above four major crossovers, it is said that a certain thin plate brand will also cross over into the field of electrical panels.
Crossover beyond products is also worthy of efforts
Of course, the above summary is only the cross-border products of ceramic tile companies. The crossover in marketing and operation is also worthy of efforts by ceramic tile companies and even ceramic tile dealers.
For example, the ceramic tile company headquarters carries out cross-border marketing.
Dongpeng Ceramics is a pioneer in this area: it has joined hands with other industry brands such as furniture, coatings, flooring, lighting, etc. to create a cross-border marketing model; it has joined hands with Siemens appliances to jointly create the concept of an overall home; it has joined hands with Oppein Wardrobe serves as "China's best friend" and has received praise and support from countless netizens with large-scale cross-border marketing activities; it sponsors the reality TV show "Beautiful House" and leads the cross-border marketing in the ceramics industry.
In fact, Shunhui Ceramics also has the conditions to carry out cross-border marketing. It and Weiyi Customization, a furniture customization brand that also belongs to the pan-home furnishing industry, have the same brand spokesperson Li Bingbing. They can make a big fuss around this point. Not only can they promote each other's brands online and offline, but they can even promote each other in their respective stores. Use products.
For example, ceramic tile dealers carry out cross-border operations.
Faced with the rise of complete decoration and fine decoration channels and the overall sluggish demand, ceramic tile dealers must break the original boundaries and actively seek transformation.
First, break through the boundaries of retail-oriented, actively intervene in high-end channels such as regional projects, local decoration companies, and designers, while also sinking into low-end channels such as foremen; second, break through the boundaries of business categories, from The original business of ceramic tiles has shifted to a diversified business of a variety of building materials products with ceramic tiles as the main or as a link; the third is to break through the boundaries of simply selling bricks, from selling only ceramic tiles to providing a series of services such as design, construction and soft decoration.
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In short, human society has passed the era of "professional specialization" and "professional people doing professional things". If you continue to "turn a deaf ear to what is happening outside the window" and just focus on cultivating your own one-third of an acre of land, you will be robbed by outsiders across borders at any time. As the famous former CCTV host Zhang Quanling said, "When the times abandon you, they will not say goodbye to you."
Pottery builders may face cross-border robberies at any time. Are you prepared to cross-border robberies?
