Text/Hong Xiaochun
With the acceleration of industrialization, urbanization, and population aging, the production and lifestyle of Chinese residents and the "disease spectrum" are constantly changing, and the problem of diseases caused by unhealthy lifestyles and home environments has become increasingly prominent. On October 25, 2016, the Party Central Committee and the State Council issued the "Healthy China 2030" Planning Outline, proposing the goals and tasks for building a healthy China.
According to the "2019 White Paper on China's Indoor Air Pollution Status", the proportion of indoor air pollution that is unqualified is as high as 74%, and the damage caused by harmful gases to human health cannot be ignored. Coupled with this year's sudden COVID-19 epidemic, it will inevitably trigger the people's pursuit of health, thereby promoting a consumption boom in healthy home and building materials products. As a result, the concept of healthy tiles became active again.
▲Oceano exhibited new antibacterial ceramic tiles at the China Construction Industrialization Products and Equipment Expo
At the beginning of March, Oceano announced that the antibacterial ceramic tiles independently developed by the company will be put on the market soon. It is said that the antibacterial rate is as high as 99.99%. In fact, healthy ceramic tiles are no longer a "little fresh meat" in the building ceramics industry. Several well-known brands have already paved the way for research on "negative ion" and "formaldehyde elimination" ceramic tiles. However, according to a terminal market survey conducted by China Ceramics Network in 13 cities last year, the author found that most consumers do not have a deep understanding of healthy ceramic tiles and are even skeptical. The market needs to be developed urgently, so that most people in the industry recognize healthy ceramic tiles as a consumer trend, but still regard them as a concept product or added value. Next, the author will head to the bottom to count the pits and pits in the healthy ceramic tile market.
01
Insufficient product pricing and price system
Ordinary families who want to buy ceramic tiles for decoration are mostly price-sensitive consumers, and price is often one of the factors that customers are most concerned about. As the saying goes, customers recognize the value of a product, which is mainly reflected in accepting the price of the product. The author analyzed the pricing of ceramic tiles with health functions from many brands on the market, but found many unreasonable places.
For example, a certain brand of beige 800X800mm&ld"Negative ion" ceramic tiles are priced at the same price as ordinary glazed tiles at 69 yuan/piece, while gray "negative ion" ceramic tiles with the same specifications are generally priced at 129-200 yuan/piece. Another "negative ion" tile with a specification of 1200X600mm "For ceramic tiles, the price of ordinary models is around 300 yuan/piece, while the designer co-branded models are priced at 1,280 yuan/piece. It can be seen that this kind of pricing has little to do with whether it has a "negative ion" effect, but depends on whether the design and color are Is it popular or is it supported by a “designer buff”? How can consumers recognize and accept the value of this product if they can’t even measure the health benefits of ceramic tiles by price? /span>
Wei Yuanyuan, a Suzhou dealer of Jinyi ceramic tiles, revealed: "Customers here have no idea about the functionality of our Sunshine Health tiles. Most of them place orders for the appearance of the product." It also well explains the above contradiction about the pricing of healthy tiles: consumers pay attention to the color and have less understanding of the functions of healthy tiles → so manufacturers use color as the main consideration in pricing healthy tiles → leading to consumers’ value for healthy tiles More blurry.
02
Too many concepts that do not meet the actual needs of consumers
Various new concepts emerging frequently in the field of healthy ceramic tiles are also a common phenomenon in the industry. From the beginning, terms such as negative ion bricks, air purifying bricks, and aldehyde-free bricks appeared, but in the final analysis is it the same concept? The birth of energy bricks, quantum bricks, far-infrared bricks, sterilization and disinfection bricks, etc., makes it even more difficult for people to understand that they are actually based on the same principle. When there are so many "concepts" appearing in the healthy ceramic tile market, consumers probably have to do a lot of homework to understand them.
This is not the scariest thing. If the ceramic tiles are about to become non-tiles, just imagine when healthy ceramic tiles evolve from being able to "keep your health" to "beautifying your eyes", "nurturing your hair", &ld"Beautiful beauty", isn't it very weird? Don't forget that what consumers initially need is just ceramic tiles for decoration. After making too many "unrealistic" additions to the functions of ceramic tiles, it will deviate from the original satisfaction of consumers. Required Tracks
Judging from the product transformation process of the building ceramics industry for many years, ceramic tile classifications are defined by brand, space, style, and function, but there is one constant behind them. The keynote is to innovate on the premise of meeting consumer needs. A ceramic tile dealer in Qingdao Chengyang Building Materials Market complained to the author: "Manufacturers should produce more products that meet current consumer demand. This demand should be found in the market, rather than imposed on consumers for granted. Concept. ”
03
Misleading consumer propaganda has muddied the waters
False advertising can be said to be the biggest drawback of healthy ceramic tiles. If you search online, you can see many complaints similar to "IQ tax paid in those years-purchasing healthy ceramic tiles". This is all thanks to companies that like to follow the trend and imitate. Even though it is an ordinary ceramic tile, it is named as a healthy ceramic tile with various functions. Without even understanding the principle, they write exaggerated copywriting. If you meet some serious consumers, it is very easy to fall over. If you accidentally get reported and complained, you will become really popular.
The consequence of this kind of "selling with open eyes" is to harm other brands that are dedicated to making healthy ceramic tiles. Some companies originally developed very good health functional products, but they lost their credibility due to the existence of "rat droppings", resulting in the demonization of healthy ceramic tiles. This kind of misleading consumer perception is the most terrifying and abominable, because once the wrong perception is formed, it will be difficult for people to look at and accept this product objectively again.
At this time, most consumers may be wondering, how to identify the authenticity of healthy ceramic tiles on the market? In fact, the functionality of healthy ceramic tiles is not invisible and intangible. Those brands that are committed to the development and production of healthy ceramic tiles have obtained national patent certificates and have also passed testing by authoritative institutions.
▲Data report of reliable and healthy ceramic tiles on the market tested by authoritative organizations
For example, Qidi negative ion ceramic tiles passed the patent certification for the production of negative ion ceramic tiles in 2007. According to Dr. Ke Shanjun from Foshan Oceano Central Research Institute, Oceano has been continuously conducting technical research on antibacterial ceramics. Currently, 8 patents have been obtained for related inventions such as the preparation process of antibacterial ceramics and rapid visual antibacterial performance testing. Therefore, to identify whether the healthy ceramic tiles you buy are healthy or not, just check these and you will know; if you are not sure, you can search "Top Ten Ceramic Brands" on Baidu. If it is on the list, it is undoubtedly a powerful brand.
04
How to "bring goods" has become a difficult problem for healthy ceramic tile sales
The author learned during a visit to the terminal market that the healthy ceramic tiles in many stores need to be recommended and guided by designers. Few consumers come to buy healthy ceramic tiles on their own, because firstly, they do not know how to worry about being cheated, and secondly, It’s unclear how effective healthy tiles are. Therefore, how to bring the goods is the biggest problem in the current sales of healthy ceramic tiles.
▲The image of air purification brick booth in Dongpeng terminal store
There are exceptions to everything. Yantai Dongpeng dealer Yu Bo told the author an interesting story: "One day, a consumer came into the store and said he wanted to buy their air purification bricks. The reason turned out to be because the consumer saw the "After carefully analyzing the typical case of Dongpeng, they created an image of "Aldehyde Cleaner" and used vivid and interesting video clips to vividly express the advantages of the air purification brick product. Functional, attract traffic while also forming memories in the minds of the audience.
Compared with pictures and texts, the dissemination of videos is indeed easier for people to have the urge to learn more. Therefore, short video platforms such as Douyin have attracted a large number of users to enjoy music, film and television, and cultivate tourist attractions and food. As well as carrying goods for various commodities. There is a popular joke on the Internet: “If you feel bored, justIf you download Douyin, you will find that you are busy looking for song titles, drama titles, and searching Taobao for the same titles every day, and there is simply not enough time. "Although how to sell healthy ceramic tiles is a problem, in the era of developed network information, we can see more hopes and possibilities.
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Business opportunities often arise along with crises. The current impact of the epidemic on industries and markets may make people anxious, but it also brings more reflection. I hope that after going through so many ups and downs, healthy ceramic tiles can truly become the first choice for the public's healthy homes in the future.
