Every year's "3.15" is an important promotion node for ceramic brands, and in previous years, major ceramic brands can basically take this promotional opportunity to usher in the first "good start". But this year's "3.15" performance is a big surprise, "no matter how the ceramic brand makes profits, dealers and consumers seem to be unmoved, and the more the price is reduced, the more it can not be sold." ”
The person in charge of a ceramic factory in Guangdong said frankly: "In fact, the sensitivity of terminal dealers to price is not as high as we imagined, and many dealers are more concerned about whether the quality of the manufacturer's products is clear, whether the supply is stable, and whether the manufacturer has the corresponding supporting services...... Because the dealer directly faces the consumer, if the product quality is not up to standard, it will add a lot of after-sales troubles, and some will even face consumer disputes such as refund of payment and cash compensation. ”
"Lower prices" in exchange for sales......
The path of sacrificing quality and service is getting narrower and narrower
"No matter how involuted the ceramic market is, product quality always comes first. This is an eternal truth. However, in the current ceramic industry, many ceramic companies and brands try to sacrifice the "quality" of products in exchange for "ultra-low price" and "lower price", hoping to open up more customers and seize a larger market share.
"If there is no most basic profit, what do enterprises use to ensure quality and service?" In the face of the current market involution and price war, some ceramic enterprises pointed out that in fact, in recent years, many of them have "thunderstormed" and fallen, many of which are ceramic enterprises and brands with a single channel of "no lowest price, only lower price". "Because, the hard cost of ceramic tile production is there, blindly pursuing lower prices, can there be no problems?"
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Soon after the beginning of this year, there was a ceramic factory in Guangdong to release the news to the outside world: "Because of the difficulties in business operation and the tight capital chain, it is necessary to deal with the supplier's payment at a three-fold discount." "One supplier said that he did receive a notification call, but he clearly refused. "We haven't made so much profit from our hard work for several years, and all of a sudden we said that the supply money is three discounts, and it can't be given all at once. ”
The supplier further said, "In 2023, we feel that the capital chain of this ceramic factory is very tight and the operation is not very benign, so we will stop supplying in the middle of the year. According to the plan, all the payments will be settled in two months, and I thought that I could land safely, but who knows, there will be such a 'scare' at the beginning of the year. ”
From the point of view of business model, the ceramic factory is mainly to sell bricks to private factories, in the past two years, because more and more private factories acquire, shareholding, leasing ceramic factories, Foshan pure private factories may only be left 5, 6. In this context, the sales of bricks in the ceramic factory are becoming more and more difficult, and the private throwing factory is very sensitive to the price of bricks.
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Because of this, the brick factory can only drop the price of the brick again and again, the profit of the brick is minimal, in order to survive, these brick factories have to continue to sacrifice the quality of the brick, in exchange for sales. However, this year's price war in the ceramic industry is serious with "involution", and there is no market for bricks no matter how cheap they are.
In the past year, many ceramic suppliers have experienced common phenomena such as price involution, profit compression, and difficulty in collecting payments. Not only that, but suppliers also "step on thunder" from time to time and have to be forced to accept various "discounts".
A number of suppliers unanimously said, "If a ceramic factory maliciously discounts the payment and does not have to bear any responsibility, other ceramic factories may follow up, if this trend prevails, we will not dare to deliver goods to the ceramic factory in the future." ”
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In order to reduce costs, suppliers are treated as "leeks"
In the end, it was the ceramics factory that was injured
As we all know, this year's ceramic industry "involution" is serious, market competition pressure, ceramic enterprises are trying to reduce costs, expect to reduce prices in the process, can still ensure a certain profit. Recently, some suppliers revealed that some head ceramic enterprises proposed at the internal meeting of the beginning of the year that "this year's production costs should be reduced by 6% and 8% on the basis of last year." ”。
At present, there are many measures to reduce the cost of ceramic factories, mainly including strengthening management, reducing losses, shortening the account period, cash procurement, optimizing the formula, increasing output, etc., which are reasonable and healthy ways to reduce costs. However, some ceramic enterprises are controlling costs through improper measures, which is undoubtedly blocking their own way.
Many suppliers revealed the case shows that before a ceramic factory in Guangdong, often in the supplier that "cut leeks", from time to time to find various reasons to discount the payment, on the surface, the procurement cost is rapidly reduced, but in the long run, the reputation of the ceramic factory is getting worse and worse, suppliers are unwilling to cooperate with it.
In desperation, the ceramic factory can only purchase in cash, "many times the emergency call, the quality of the material is unstable, and the material is not homogenized after the factory is directly produced, the product quality is very unstable, the excellent rate is not up to standard for a long time, and a lot of money will be lost in 2023." ”
As Bao Jiejun, Dean of Guiran College, pointed out in the book "Iteration", the supply chain is an ecosystem, and enterprises should establish a good payment reputation, treat suppliers and service providers well, and create a stable and benign supply chain ecology for themselves.
The future competition is the competition of the supply chain ecology, if the supply chain is not built well, the space for enterprises to survive will become narrower and narrower. Especially when the crisis and challenge of the enterprise really comes, or when the raw material resources are relatively scarce, the priority of the supplier is to pay the high-quality customers with good reputation.
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