Analysis of the 9 major trends in China's stone industry: the beginning of the snow

Abstract Winter snow drifts, silver is wrapped up, stands on the top of the mountains, overlooking the hills and undulating, the gullies are vertical and horizontal; the first snow gradually melts, the vitality reappears, traces the source of the water, the pulse industry to swallow, wash and sink. In 2016, the stone industry was stumbling and stumbling, feeling the stones...
The winter is snowing, the silver is wrapped up in the middle of the mountains, overlooking the hills and undulating, and the gullies are vertical and horizontal;
The first snow gradually melted, the vitality reappeared, traced back to the source of the water, and the pulse industry was swallowed up and washed away.
In 2016, the stone industry slammed in the stumbling and crossed the river by feeling the stones. In the bumps of the industry's pioneers, several Roman avenues have begun trial operation, and the future must be good. Do you want to follow suit?

I. Exit: no industry that has closed down
"There is no industry that has closed down, only enterprises that have closed down." In this sentence, some people talked with consolation, and some people always believed. In the current economic downturn, the importance of the internal factors of the enterprise is clearly pointed out. No matter how bad the external environment is, the company's stay depends on the firmness of the company.
In the first three quarters of 2016, China's above-scale stone industry completed a main business income of 325 billion yuan, a year-on-year decrease of 2.9 percentage points; 134 loss-making enterprises above designated size, up 0.3 percentage points year-on-year. With the intensification of internal changes in the industry, some enterprises with shallow accumulation and shortage of funds have been forced to close; enterprises that are barely operating between the “transformation” and “holding” are shackled; the more powerful enterprises are self-changing and seeking new ways. “In order to truly transform the industry, some stone people must actively withdraw from the stone industry.” Fei Zhongyang, the vice president of the former Global Stone Group, believes that the strategy of transformation and upgrading is to insist on keeping up with the times; positioning is a choice. Knowing how to take it out is more aggressive.
The prospects for the stone industry are bright, but the road is very tortuous. The stone industry is a dense forest. It has grown extensively in 30 years, and there are too many trees, so that resources such as space, sunshine and moisture are extremely scattered, and the big trees leading the industry cannot grow. When the land becomes too poor due to overburden, the trees with low or dry branches die, and a new pattern is about to emerge. Economics has the saying of “sinking cost”. When investing in decision-making, enterprises should try to eliminate the interference of sunk costs, prejudge the future development according to their own current situation and the new normal of the industry, make scientific and reasonable decision-making, and finally “go” or “ It is beneficial to stay in the industry.

Second, transformation: borrowing the stone of others to cross the river
If the industry is to grow up, it will be difficult to avoid it. What is transformation? The real transformation should directly refer to the congenital shortcomings of the industry, control mining, streamline the stone industry chain, standardize products, and also a healthy and active body in the industry.
How to transform? Due to geographical differences and corporate differences, it is unwise to copy the roads that elite stone enterprises in developed countries have gone through. Stone enterprises should base themselves on the current situation, draw appropriate reference, and plan a road to change that is in line with the strategic positioning of enterprises. Some stone companies in foreign countries can achieve one-stop service of design, global organization and processing, global organization and construction, and whole-process service with only one hundred people. The high efficiency of operation is staggering. There are very few domestic enterprises with such competitiveness. How to integrate the whole stone system into one, to integrate, refine and expand the advantages, the whole industry needs to explore.
The guiding system of stone developed countries has shaped a frame for the development of the industry. How to step on the ground and take the road of development with local characteristics? It is a good idea to rely on the stone industry of the ceramic tile industry. When entering the home improvement market, natural stone is often used to compare with tiles. In the contest, because the ceramic tile industry will do standards, brand, marketing, control channels, marble has repeatedly eaten. These are the missing of the large-scale operation of marble, which seriously affects the promotion and customer experience of stone brands.
Except for yourself, the person you know best is the competitor who is stalking you. Whether it is to continue to kill or to cooperate with each other, if you can use the advantages of the other party for your own use, and absorb the strengths of hundreds of families, you will become a general. For enterprises, to continuously improve their core competitiveness, to strengthen and strengthen, to survive, to break through.

Third, breakthrough: enter the home improvement market
The financial storm hit the night, and the stone tooling market of Yingge Yan Dance has passed. The home improvement market began to enter the vision of stone people, becoming a life-saving straw out of the shadow of the downturn. According to the data of China Stone Association, the proportion of stone application in the home improvement market is less than 20%, and the development space is very large. The new urbanization construction will continue to promote the application of stone in the decoration field. In the future, more stone factories will turn to home decoration will be “new”. normal".
Chen Guoqing, president of the China Stone Association, said that the future home improvement market will be a direction for the development of the stone industry. Large stone enterprises need to try to reform the marketing model, expand their horizons, and take into account the engineering market while marching into the home improvement market. At the 26th Foshan Ceramics Fair, 25 stone enterprises including Yalang Holding, Nan'an Tianyi Marble, Lulan Stone Brick, Foshan and Daishi Stone, Yunfu Aijian Stone, etc., appeared on the same stage with ceramic enterprises. The number of exhibitors has increased significantly compared to previous years.
Natural stone, as an excellent decorative material, has excellent physical properties such as abrasion resistance and durability, natural texture and rich color, and has unmatched decorative and cultural intrinsic qualities of other materials. Even so, it has been criticized by the world for its "radiation theory" caused by unlawful competition. Although the authoritative department has rumored, but because of the relative lag, the misunderstanding of consumer perception still exists. To completely eliminate the false public opinion, it is necessary to strengthen the marketing of the stone industry, and use the brand and the example name to make a bright spot and illuminate a large piece.

Fourth, subdivision: strive to be the industry stealth champion
For small and medium-sized stone enterprises, it is difficult to become a Fortune 500 company and to take care of the industrial chain. However, it is much simpler to become an invisible champion in a certain field. As long as you specialize, adhere to the business strategy of focusing on the segmentation, and have the core competitiveness, you can stand out from the crowd and stand on the brink. At present, the total demand for stone in the whole society has been significantly reduced compared with the previous years. There are many porridges, only fine lines, maintaining advantages in differentiated competition, and continuously increasing product added value.
Due to the differences between enterprises and the heterogeneous needs of consumers, with the deepening of industrial changes, market segmentation has become increasingly apparent. Small enterprises will seek their own place in more market segments. Medium and large enterprises will continue to integrate, merge, acquire and carry out industrial transfer and upgrade in the leading position of existing market segments, so that enterprises will expand to scale. A larger share of existing market segments to stabilize your leadership position.
Ma Guangyuan, a special commentator on the CCTV Economic Channel, said: "Only by recognizing the current situation and taking the road of innovation from pluralism to professionalism, from imitation to innovation, is the way of survival." The segmentation of the stone industry presents multiple trends: Industrial regional segmentation, industry chain division of labor, brand segmentation, product line segmentation, etc.
Some enterprises in Yunfu and Shuitou stand out in this respect. “How do you grow bigger and stronger in the process of transformation and upgrading? I think it should be focused and long-term.” Liu Liang, chairman of Yingliang Stone Group, has been reviewing for 20 years. The entrepreneurial journey said, "Before and after the financial crisis in 2008, Yingliang Group implemented a partial transcendence strategy to find the high-end stone, and strive to achieve the ultimate. Now the Group's 'No. 5 Warehouse' has become the leading stone high-end brand."

V. Return: Domestic marble counterattack
Affected by high transportation costs and disorderly competition in the market, domestic marble has always been "priceless and no market." In recent years, with the continuous emergence of domestic high-quality mineral products, the domestic stone culture has become more popular, and domestic marble has begun to be recognized by more consumers. The horn of the return value of domestic marble has been blown, and the development trend is strong.
The ice stone and domestic stone boutiques opened in 2015 immediately attracted strong attention; as the earliest main-made marble Hongtai stone center in Nan'an Shuitou, under the industry's major reshuffle, it still maintains a strong competitive momentum; the re-engineered Lieutenant The stone mall business is booming, especially in the domestic large-scale area, which guarantees at least 2,000 square meters of storage per day. Recently, the old version of the fifth warehouse will be presented in the image of the top domestic marble selection center, officially renamed as “Huaxia Bancang”...
"Now the proportion of domestically-selected domestically-made marble has been increasing. Under the general environment, the sales of domestically produced marble will not fall, which is a good news." Bai Lijiang, secretary-general of the composite board of the National Federation of Industry and Commerce Stone Industry Chamber of Commerce said With the continuous emergence of domestic fine stone and the recognition of the market, it is expected that domestic marble sales will exceed imported marble within 5 years.

Cooperation: The coordination mechanism of the whole industry chain is gradually becoming apparent
On December 5th, 2016, the 4th Global Stone Design Application Design Competition lasted for eight months at the Guangzhou Design Week. As one of the ways for stone man and designer to cross-border cooperation, the design competition not only provides a display stage for designers, but also has a great role in promoting the discussion of stone application and communication and integration between the two parties. In order to enhance the value of products, and differentiated from similar products, stone enterprises have joined hands in the design industry to create consumer brands.
The stone industry is a heavy asset and cyclical industry. The industrial chain is lengthy. There are stone machinery and mines in the upper reaches, stone processing and market sales in the middle, design and decoration, and engineering real estate in the downstream. It is difficult to eat and co-ordinate. It is particularly important to construct upstream and downstream cooperation mechanisms and industry rules based on the stone industry chain, reshape the future value of the industry, integrate industrial chain resources, and establish synergy mechanisms. Mining enterprise alliances can reach a limited price increase; the alliance of buyers can achieve large-scale procurement and save capital.
"In the members of Shishan class, there are pioneering mines, large board wholesales, and entering the home improvement market. There are stone compound glues and stone network platforms. It can be said that it covers elites in the entire industry chain." Shi Shanban The head teacher of the class, Xiaoye Ye, believes that the EDP Center of Xiamen University School of Management has set up such a platform, which is to hope to integrate the viewpoint of the entire stone industry chain, to create a brand for Chinese stone enterprises, to open the market and provide direct and effective inspiration.
"Cooperation" is the theme of the times and meets the development trend of the stone industry. Regardless of the complementary advantages of the three regions of Shenzhen, Xiamen and Quanzhou, or the project cooperation of the internal marketing team, the stone industry will be healthier and stronger under continuous integration and cross-cutting.

Seven, service: to pro-customer rather than pro-circle
In the era of profiteering, stone people have only dealt with the tooling market and become an unserviced supplier. “The stone industry lacks service awareness, but the company can achieve such a large scale. It can be seen how well the industry has done before.” Many people in the industry sent such feelings. With the changes in the market and consumer groups, stone people only pay attention to products that do not pay attention to the concept of the practice must be abandoned, out of the "friends circle" and integrate into emerging markets.
During the tooling market, the long-term seller's market has given many stone people a thinking habit of paying attention to purchasing resources and sales channels, carefully training the “friend circle”, and forming effective cooperation through occasional entertainment and online communication. Inter-circle communication is essential, but the home improvement market requires us to go out and get close to serving our customers. For this reason, the popularity of big brands in the stone industry mostly stops in the industry or building materials systems, and the terminal brands that consumers are familiar with.
As an important part of the company's soft power, services have a certain catalytic effect on corporate brand building and competitiveness. The transition from a supplier to a service provider is a manifestation of the industry's progress and maturity, and it is the reorientation of the company's role in the new economy. After forming a sense of service, companies should also strive to create distinctive service features that will stand out in service and brand competition.
Times are changing, consumers are pursuing higher, better and more secure services. Provide users with value-added services to gain more profits. We believe that good craftsmanship and quality services are as contagious as a cold.

Eight, talent: the strong momentum of enterprise advancement
The rise and fall of enterprises is inseparable from talents, and the development process of excellent enterprises is accompanied by the cultivation process of talents. The stone industry is a labor-intensive industry, and the general culture of practitioners is low, which has greatly restricted the development of enterprises. Although a large number of skilled workers can provide the premise for the development of technology-leading enterprises, it is difficult to make enterprises bigger and stronger. If enterprises want to develop, it is impossible to expand the scale and make small profits and low sales of plates. It is necessary to actively absorb or cultivate professional talents, especially the “local” talents of enterprises.
“Practitioners don’t understand their products, they don’t like products, they don’t like the performance of their industry. The salesmen who lack understanding of the industry often don’t come from big companies. Without systematic professional training, companies can’t effectively market the products. Guide." The importance of professionals can also be seen in the words of the design community. In cross-border cooperation, marketers with professional knowledge background have a clear understanding of their products and market conditions, which can help designers better design stone and bring new products to market as soon as possible.
The introduction and cultivation of high-quality talents is conducive to the optimization of business procedures, improving operational efficiency and added value of products, and finally reaching a service-oriented enterprise that can provide design, processing, construction and service. And a complete talent training system often relies on advanced management mechanisms and modern enterprise systems.

9. Transition: the veil of the modern enterprise system
In the stone industry, there are not many enterprises that focus on corporate culture construction. This is partly due to the singleness and shortness of positioning when enterprises are born. In the development, it is often difficult for stone enterprises to break through the family management model. They are unwilling or unable to introduce advanced management mechanisms and high-level management talents. The "highland phenomenon" cannot be avoided. Cultivating "local" talents and improving service quality is the only way for enterprises to break through the bottleneck of development.
Many stone enterprises in Nan'an Shuitou are the general manager responsibility system under the leadership of the chairman in the company's structure chart. However, in modern enterprises, the general manager is not responsible to the chairman but to the board of directors. Whether it is a husband and wife or a father and son to operate together, once the rights are not clearly defined, the framework is not clear, it is easy to cause wrangling, affecting the efficiency of business operations.
At the same time of the industry's major reshuffle, many stone enterprises are facing the change of the dynasty, the first generation of entrepreneurial elders gradually faded out of the first line, the second generation of the stone or the second generation appeared in the historical stage. In these special circumstances, the handover of enterprises requires more wisdom, and the difficulties also provide opportunities for the transition to modern normative enterprises. The core of the modern enterprise system is that on the basis of the company's legal person property supervision system, the decision-making and management rights in the control are separated, and the separation of the three powers of decision-making, supervision and management is formed.
In the era of entering socialist capital, the capital of enterprises must be liberalized. Whether it is the New Third Board, the shareholding system, the A-shares or the listing of overseas capital, these measures must be vigorously promoted. Through the listing, corporate risks are shared by the public, and Bandung and Wanli Stone have already taken the lead.

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