Data transparency is an important feature of economically developed provincial capital cities, but it also has a "critical" point—— If it is too transparent, the market competition in various local industries will become more intense. The same is true for Nanjing, the capital of Jiangsu Province.
The author still remembers that when he went to Suzhou, Changzhou, Wuxi and other places in Jiangsu outside Nanjing to do research in 2017, he learned from the dealers I heard a "folk saying" from Shang.
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“As the capital city of Jiangsu Province, Nanjing’s economic development is not as good as that of Suzhou. Now even Wuxi, Changzhou and other southern Jiangsu cities can't compare..."
Dealers from all over Jiangsu said so.
Is that really the case?
In terms of the number of listed companies alone, Suning.com, Bank of Nanjing, Huatai Securities, Bank of Jiangsu, Guodian Nanjing Ruidu is located in Nanjing and is one of the top ten listed companies in Jiangsu, accounting for half of the "top ten" (the "top ten" is as convincing as the "Top Ten Brands of China's Building and Sanitary Ceramics" organized by China Ceramics Network ). You must know that the assets of both the rich and the middle class will be reflected in the shares they hold in listed companies. This shows that Nanjing's economic strength is beyond doubt.
In addition, real estate data from Nanjing.com shows that as of May 8, 2019, 207 new houses have been subscribed locally. 287 units were sold. As for the housing price trend in Nanjing in April 2019, data from a certain Tianxia website showed that the average price was 30,079 yuan/㎡, a month-on-month increase of 0.83% and a year-on-year increase of 5.49%. Judging from the prices of second-hand houses in Nanjing's 11 districts and surrounding places in Nanjing, the highest price is in Xuanwu District, and the lowest price is in Gaochun District, which is nearly 9,000 yuan/㎡.
Network data chart)
Why focus on second-hand housing rather than new real estate data? Since August 8, 2017, "Nanjing City's Notice on Further Promoting the Development of Prefabricated Buildings"As soon as the "Implementation Opinions" were released, it was clear that in 2020, the proportion of prefabricated buildings and newly built commercial residential buildings in Nanjing's newly built buildings with fine decoration will increase to 30% and more than 50%. According to insiders, the current proportions of the above two items have exceeded the provisions in the "Implementation Opinions". For ceramic dealers who mainly focus on the original traditional retail channel model, second-hand housing is their main direction (for this point of view, please refer to the current situation of the Shanghai market, which is also economically developed, and the terminal market of China Ceramics Network in 2018 According to the research, the Shanghai website published an article "Old house renovation market, becoming a new blue ocean for ceramic tile sales in Shanghai").
The market situation is already like this, The actual situation of ceramic dealers So what? From May 13th to 23rd, "Channel Fission Market First—China Ceramics Network Terminal Market Research Nanjing Station" will be held in full swing. During this period, we will go deep into the Nanjing home building materials market and bring you local "fresh and hot" market information through pictures, texts and videos.
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Although the research team will "sit down" in each city for at least ten days to conduct research, in order to make full use of time to obtain relevant information more accurately. Like the previous Wenzhou station survey, before the official start of this survey, the research team interviewed a number of ceramic industry elites (oldboard, sales, planning, designers, etc.), and have a preliminary understanding of the relevant situations in Nanjing. Let’s listen to what industry elites have to say.
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Nanjing, like Shanghai, is a strategic market< /span>
Time: May 6
Location: Jiajun Ceramics Headquarters
Research team representative: Preparation requirements for Nanjing station of China Ceramics Network’s terminal market research It’s started. Mr. Ye, what do you think of our research project? What do you think of the market in Jiangsu and Zhejiang?
Jiajun Ceramics Marketing General Manager Ye Jinghua:The future competition will not be in Foshan; In the market, understanding the terminal market is a lesson for enterprises, and seizing the terminal market is the top priority. China CeramicsOn behalf of the industry, NetEnergy goes to see the market and provides feedback on market information. This is the best reflection of its value as a media. The Nanjing market, like Shanghai, is relatively difficult to operate. It must be used as a strategic market for overall planning and layout, rather than rushing for success. They are all strategic markets for the future.
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Single channel is the reason why local brands do not do well
Time: May 6
Location: Gold Medal Asia Tile Headquarters
Research team representative: It is understood that many ceramic brands have no dealers in Nanjing , or is in the process of adjustment, Mr. Tan, what do you think?
Tan Tianqian, Executive Vice President of Gold Medal Asia and Manager of Brand Operations Center: Due to housing price controls in NanjingThe production is better, so the market shape is very different from other places. Many ceramic dealers are still the same channels as in the past, so it is difficult to develop.
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The branch method is the way to "save" the Nanjing market one
Time: May 6
Location: Huiya Tile Headquarters
Research team representative: It is reported that many brands have branch offices in Nanjing, right? ?
Jian Qianmin, deputy general manager of Huiya Marketing Company: Jiangsu and Zhejiang areas have shrunk in the past two years It’s very impressive. Judging from the participants of this Ceramics Expo, the arrival of Jiangsu and ZhejiangThere are fewer dealers in Anhui, but there are more dealers in Anhui. Local ceramic dealers have to consider whether the products meet the needs of consumers, cost, and storage issues. However, Nanjing, as the radiating point in Jiangsu and Zhejiang, has advantages in terms of geographical location, freight, cost, and consumption power. Therefore, various ceramic brands do not want to lose this market. This has led to the situation of many brands setting up local branches. Many Branch offices will choose to cooperate with local dealers, while some will choose operators from the headquarters.
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Fashion personality brands may not be viable in Nanjing
Time: May 7
Location: Owen Lai Ceramics Headquarters
Research team representative: A developed city like Nanjing has a strong interest in fashionable and connotative brands. Would it be easier to do?
Liang Xueqing, general manager of Ouwen Lai Brand Management Center:Nanjing is very close to Shanghai, Suzhou and other places. It stands to reason that it can indeed develop very well, but strangely, it is difficult for many unique brands to develop in the Nanjing market.
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Nanjing has a high proportion of finely decorated houses
Time: May 7
Location: Tongli Marble Tile Headquarters
Research team representative: Why does the Nanjing market seem strange to people?
Zhang Nianchao, Managing Director of Tongli Marble Tile:Due to the influence of fine decoration and complete decoration, provincial capital cities have all turned on the lights. What local dealers need to change is to update the model. Nanjing has the highest proportion of fine decoration rooms among all It is still relatively high among provincial capital cities. Brands that are doing well in the market include Marco Polo, Nobel, and Bode (now doing well has little to do with the brand. The most important thing is to see the strength of the dealer, as long as the product and model are good) , the decoration is not done well in Nanjing, and there are many defections. The best channel is retail (but not door-to-door customer flow), and the channel will be flat and sinking.
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The situation of local large home furnishing stores is also not optimistic
Time: May 7
Location: Shunhui Ceramics Headquarters
Research team representative: Which distribution channel does Mr. Fang think is the best in the Nanjing market?
Fang Huiping, assistant general manager of Shunhui Ceramics:Nanjing’s home decoration sector should be more active, but local hypermarkets (Red Star Macalline, Juran Home, etc.) have taken the initiative to visit our headquarters this year. Red Star Macalline is now also integrating centralized procurement and other aspects, and has strengthened the management of branch offices in all aspects, including guidance on planning and decoration, and also targeted consumers. The compensation action reflects that high-end stores are also having a hard time.
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There is still a market for good distribution channels
Time: May 8
Location: Haosheng Enterprise Headquarters
Research team representative: Why does the Nanjing market seem strange to people?
Sun Qing, Director of Haosheng Planning E-commerce Department:The Nanjing customers of Melco marble tiles are the first batch of major customers of the brand, and the largest one is engineering Channels and distribution did well at the beginning. As long as distribution is done well in Nanjing, the market must be good, because the Nanjing market can radiate to a large area such as Anhui. However, due to national policies and other reasons, the share of each channel has declined. There is shrinkage
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Nanjing is still a fairly large market
Time: May 9
Location: Hongyu Ceramics Headquarters
Research team representative:As an industry veteran, Mr. Chen, in your opinion, Nanjing How well do ceramic dealers and designers get along?
Chen Tianpei, deputy general manager of Hongyu Ceramics Creative Products Exhibition Center:The Nanjing market is relatively fragmented and the designer channels are relatively strong, so for conservative ceramics It is more difficult for the industry to do this, because the industry is more impetuous, the channels are single, and the wait-and-see approach is outdated. Unlike platforms with customized properties such as the wardrobe industry, if the products we sell are still regarded as 'fabric', then for For local consumers, it is very boring; if the sales platform cannot solve the pain points for consumers, it is just a product platform, then it is useless, so dealers need to improve their thinking. Of course, a platform that can reshape the platform and open up channels is still possible. , because Nanjing is still a fairly large market.
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In summary, is the Nanjing ceramic building materials market really like this?
The following is the situation of the research team on the first day at Nanjing Station:
▲Nanjing Red Star Macalline (Kazi store)
▲Nanjing The existing brands in the domestic ceramic tile area of the Red Star Macalline Cazi store (more than 20, according to the store, the number of ceramic tile brands will no longer increase, but will only decrease).
▲Interview Lou Hong (right), distribution manager of Nobel Nanjing Branch. Since Nanjing Nobel implemented the "one city, one business" strategy last year, integrating the original four agents into one person is more conducive to the development and operation of the local market, and sales are similar to last year. There has been improvement everywhere, and we have taken advantage of the reshuffle period to make strategic layouts - there are now 13 stores in Nanjing (excluding Cézanne Impression stores and secondary distribution stores - 25 stores).
▲According to Nanjing Red Star Macalline said: In view of the situation in Nanjing where 80% of the houses are finely decorated, the store willThe focus is on existing houses and second-hand houses, and the market for lamps and soft furnishings is also optimistic.
——The above is only the initial information gathered by the terminal research team in half a day, more will follow The exciting and in-depth content is in the second part of Nanjing Station of Terminal Market Research. Let’s hear what Ning’s insider has to say, so stay tuned.
(Author: Ear)
