Hello everyone! I am Zhongtaojun, welcome to China Ceramics Network's "China Ceramics Daily·Weekly Comments". This column is upgraded from the original "China Ceramics Daily Hot Topics of the Week".
Overview of the ceramic industry and focus on home furnishing hot spots - please stay tuned to "China Ceramics Daily·Weekly Hot Comments" every Sunday.
How to define new first-line brands?
China Ceramics Network reported: On the morning of March 21, Tao Yuanshuai Ceramics launched a new first-line brand seminar in the ceramic industry with the theme of "Creating the Era and Seeing the Future" at the Ceramic Theater of China Ceramics Headquarters in Foshan. At this unique seminar, Dr. Yin Hong, secretary-general of the Foshan Ceramics Industry Association, Liu Xiaoming, editor-in-chief of China Ceramics Network, Zeng Junhong, chairman of Tao Yuanshuai Ceramics, and other ceramic industry figures conducted in-depth discussions on the topic of "new first-line brands". Tao Yuanshuai Ceramics also took this opportunity to officially sound the clarion call to enter the new first-line brand camp.
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It can be said that this event was relatively successful, and it aroused a certain response both onsite and online: the atmosphere at the site was warm and harmonious, and everyone was harmonious but different, and they collided with some ideas about how to define or how to become a person. The ideological spark of a new first-line brand; on the Internet, many ceramic people commented on Marshal Tao's behavior on the WeChat public account and Douyin account of China Ceramics Network, either anonymously or signed, or agreed, applauded, denied, or ridiculed.
What kind of brand can be called a new first-line brand?
The "new first-line" ceramic tile brand should have at least four basic connotations: The first is rejuvenation - refers to the younger users, decision-makers, and communicators of the brand consumer group. The consumer group is getting younger, and the "new first-line" ceramic tile brand should have at least four basic connotations: "Tile brands must have the connotation of youthfulness. The second is customization - it means that brand building and product design must consider user needs, do a good job in user group positioning, user demand analysis and user behavior analysis, and reverse brand building and product design. "New first-line" ceramic tile brands must touch Reach users and consumers and become a consumer brand. The third is scene-based——It means that the design and application of ceramic tile products must consider the application scenarios of ceramic tiles. "New first-line" ceramic tile brands must make products consistent with their role in the overall space application. The fourth is social responsibility - it means that the existence of brands is to solve social problems, that is, to allow enterprises to assume certain social responsibilities, and brands are a commitment to this social responsibility, especially in the context of common prosperity and business for good. , "new first-line" ceramic tile brands must solve the pain points of consumer decoration that have become a social phenomenon (of course, mainly referring to the purchase and laying of ceramic tiles), and align themselves with business.
Why does Tao Yuanshuai strive to become a new first-line brand in the ceramic industry?
Leaving aside this issue, this courage alone is worthy of admiration. There is a saying that "the waves from behind in the Yangtze River push the waves in front" and "the kings, princes and generals are all in peace with each other". If once being a first-tier brand means it will always be a first-tier brand, then why do we need to compete in the market? If a brand does not have the courage to become the first-line brand in the industry, what is the difference between it and salted fish? Only when enough brands take solid steps on the road of brand building - instead of following the trend and imitating products, not viciously competing for price, and not playing tricks according to the trend, will the ceramic industry be full of vitality and form a situation where you chase after me. Only by pursuing a development atmosphere of rushing and striving to be the first can we create a consumer brand that truly enters the minds of users.
Operating operations in compliance with laws and regulations is the lifeline of an enterprise< /p>
Taocheng Daily reported: Since 2022, the Inspection Bureau of the State Taxation Bureau in Guangdong, Fujian, Hunan, Jiangxi, Anhui, Guizhou and other places has issued penalty announcements. A total of 25 ceramic companies/dealer stores have been fined a total of 3.7236 million yuan. , among which the penalties for concealing income and falsely issuing invoices are heavier, including under-listing sales revenue, failing to enter accounts in accordance with regulations, not issuing invoices, falsely issuing invoices to offset input tax, resulting in underpayment of taxes, etc.
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There has been a lot of negative news in the ceramic industry recently. In addition to 25 ceramic companies/dealer stores across the country being fined a total of 3.7236 million yuan, a sanitary ware company in Foshan was fined 70,000 yuan for violating the air pollution prevention and control management system. And ordered to stop illegal activities, and even "the first bathroom stock"; (China's first listed company for professional sanitary ware) Xinjiang Yilu Wanyuan Industrial Holdings Co., Ltd. (*ST Xinyi) became the first A-share delisted in 2022 due to financial fraud.
We often say that product quality is the lifeline of an enterprise, and integrity is the lifeline of an enterprise... In fact, this is all from a business perspective. From a more macro perspective, operating in compliance with laws and regulations can be regarded as the lifeline of an enterprise. For enterprises, it is important to build core competitiveness, but all actions should be based on legal and compliant operations. If you do not even comply with laws and regulations, you will lose the prerequisites for survival and development.
Jian Yi encourages employees to have three children with real money
On March 26, Jianyi Group issued an internal announcement stating that in order to actively respond to the national three-child policy, encourage employees to have children, and improve employee welfare benefits, it decided to provide a reward of RMB 51,000 to employees who responded to the national call to have three children: The first reward is 15,000 yuan; the remaining 36,000 yuan will be paid monthly over two years, with a monthly standard of 1,500 yuan. The reward amount is reflected in the employee's monthly salary.
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Looking at the entire ceramic industry, Jianyi Group is the first ceramic tile company to officially issue documents that clearly encourage employees to have three children with real money to actively respond to the national three-child policy. If we expand the scope a bit, Otao Technology, an upstream ceramic company, issued the strongest message to encourage employees to have three children as early as January 9 this year. That night, Otao Technology held the 2022 Welcome Party. Technology Chairman Ouyang Tiansheng announced in his speech that "from 2022, if employees have three children, the company will subsidize 45,000 yuan."
In the context that the aging of the population and the decline in the growth rate of the working population will affect the stamina of my country's economic development, Otao Technology and Jianyi Group encourage employees to have three children, which is undoubtedly a vivid manifestation of the active social responsibility of ceramic-related enterprises. It is of great significance to the ceramic industry.
Hongyu Group officially enters the field of new lithium battery materials
People's Daily News: On March 20, Lanzhou New District and Guangdong Hongyu Group Co., Ltd. held a "cloud signing" ceremony for a 200,000-ton anode material project. The project has a total investment of 5.3 billion yuan and covers an area of about 2,000 acres. After reaching full production, it can achieve an output value of more than 8.5 billion yuan. It will further help Lanzhou New District build a 100-billion-level new materials industry cluster in the western region and provide new growth for high-quality leap-forward development. kinetic energy.
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This signing marks Hongyu Group’s formal entry into the field of new lithium battery materials. Looking at the entire ceramic industry chain, not only Guangdong's ceramic giant Hongyu Group has made great efforts in development, Jiangxi's leading ceramic enterprise Sun Enterprise has also invested in the new energy field, while Keda Manufacturing, Dow Technology and other upstream ceramic companies Relevant companies have gotten a taste of it early by deploying new energy sources, and have achieved double growth in revenue and profits in recent years.
Ceramic-related companies have opened up new tracks and found new growth points. On the one hand, it is a good thing, but on the other hand, does it also tell everyone that the opportunities in the ceramic industry are already very limited? In addition, if ceramic companies take the road of diversification, will it affect the development of their main business? Of course, it may be a positive impact, or it may be a negative impact... everything remains to be tested by time.
Two-thirds of home building materials disputes focus on furniture, doors and windows< /span>
According to a report from the Beijing No. 2 Intermediate People's Court, from 2019 to 2021, the Beijing No. 2 Intermediate People's Court concluded a total of 60 home building materials consumption dispute cases, including 27 cases in 2019, 13 cases in 2020, and 20 cases in 2021, all or most of which were cases. Supported the consumer’s lawsuit. It is understood that in these 60 cases, there are many types of goods in dispute, covering furniture, doors, windows, cabinets, home appliances, ceramic tiles, floors, sanitary ware, etc. However, the goods that cause the most disputes are furniture, doors and windows, with 23 and 17 items respectively. , accounting for two-thirds of all cases. This kind of product is of high value and highly personalized, and often involves a series of links such as measurement, design, production, delivery, installation, and after-sales, which can easily lead to disputes.
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Why is the consumption of home building materials prone to disputes? Various home building materials products involve related industry terms, standards, etc. For example: regarding furniture, there are differences between "all solid wood furniture", "solid wood furniture" and "solid wood veneer furniture"; regarding ceramics, there are full-body bricks and non-full-body bricks. The difference between bricks, traditional ceramic tiles and slates, etc... Consumers generally lack professional knowledge. For this so-called "terminology", they can understand the Chinese characters but not the meaning, which can easily lead to disputes. .
Why are household building materials consumption disputes so costly? In home building materials consumption disputes, if the consumer and the merchant cannot agree on the understanding of the product, the court requires an appraiser to screen and judge specialized issues. For example, is the cracking of the tiles after they are laid a problem with the product itself or with the laying process and technique? problem. In some cases, in order to find out the condition of goods that have been installed or are inconvenient to move, the court also needs to conduct an on-site inspection. These procedures will affect the case trial cycle and increase the cost of consumer rights protection.
How should consumers avoid and deal with disputes over the consumption of home building materials? First of all, you need to do your homework and learn more about professional knowledge and industry terminology before buying. If you don’t understand, ask more questions and check more. Secondly, we must enhance our legal awareness, pay full attention to written contracts, and do not trust verbal promises. At the same time, we must properly retain contracts, documents, invoices, promotional pictures, drawings, samples and other materials during the transaction, and try to communicate important matters through mobile phone text messages. , WeChat and other forms, and avoid oral forms.
More than 40 companies in the home furnishing industry have encountered the "Waterloo" of listing
Leju Finance reported: According to incomplete statistics, in the past 2021, a total of 57 companies in the large home furnishing industry have attempted to go public. In addition to the successful listing of 18 companies such as Jiangxin Home Furnishing, Mengtian Home Furnishing, Longzhu Technology, Yuma Sun Shade, Nature Outdoor, Roman Shares, True Love Beauty, Tuya Smart, and Wangli Security, including CBD Home Furnishing, Zhiou Technology, San More than 40 home furnishing companies, including Wen Furniture, Senying Window Industry, Tubatu, Botai Furniture, South China Decoration, Lance Home Furnishing, Wrigley Home Furnishing, and Pan Asia Bathroom, have all suffered from the "Waterloo" of listing.
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Currently, the home furnishing industry is facing at least three major challenges: first, the huge impact caused by the real estate downturn, second, the uncertain impact of macro-level policies, and third, the higher requirements put forward by the transformation and upgrading of the home furnishing industry itself. In such a general environment, whether it is mergers and acquisitions, expansion or direct listing, it must go through a major test in the new economic era.
Dancing with capital is not easy. Going public requires caution and avoid blindly following the trend.
