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The slate production line will continue to increase in 2021!
At the end of 2019, there were only more than 10 domestic rock slab production lines; in just one year, the number of rock slab production lines has surged to more than 100, and the production capacity has doubled exponentially. The reporter learned from upstream equipment vendors that most orders for kilns, presses, and complete line equipment have been scheduled until the end of the year, and they still need to work overtime before the end of the year.
On December 10, the 7# line "4.0 Energy Efficiency Benchmark Digital Intelligence Era" ultra-wide slate kiln jointly built by New Pearl Group and Delitai was successfully ignited in the Fourth Branch of Zhaoqing Lubu Industrial Park. On December 19, the high-end slate production line of the industrial "4.0 Energy Efficiency Benchmark Digital Intelligence Era" Phase II project jointly developed by Nobel Group and Litai Brand was successfully ignited at the Deqing production base...
Most powerful companies will plan multiple production lines when laying out slate. Therefore, even if the new year is approaching, there will still be news from time to time that a company's slate production line has been completed and put into operation. According to incomplete statistics, in addition to Nobel and Xinmingzhu, companies that are planning to launch new slate lines include Oceano, Dongpeng, Jiangjun, Jinyitao, and Owen Lai. In addition, companies in production areas such as Gaoan ASUS, Sun, and Jiajiang Shengshi Dongfang all have plans to increase their investment in slate production.
In 2021, the number of slate production lines is bound to continue to increase. However, no one can predict whether what will follow the surge in production capacity will be booming production and sales or overcapacity.
2
No slate = no future?
After more than 40 years of iteration, China's building ceramics industry has evolved from high-speed growth to high-quality development. The transformation and upgrading of the industry has become urgent. With the addition of capital, brand concentration is getting higher and higher, and the current situation of small and medium-sized enterprises is like surviving in the cracks. A year ago, experts, entrepreneurs, and the media were still thinking and discussing how the industry should survive the painful period of reshuffle. This year, the deadlock was unexpectedly broken.
YesSome people believe that the emergence of rock slabs has ushered in a critical moment for the industry to "redefine its position"; others believe that those who do not make rock slabs will have to wait another 10 years if they miss this opportunity. It is undeniable that slate with super performance and wide range of applications is subverting traditional ceramic tile products. It brings big and small brands and enterprises back to the same starting line. It is difficult not to think that "with the help of slate, we can become the first in the industry." camp” ambitions.
So many companies are eager to devote themselves to slate, which has triggered a series of thoughts. On the one hand, slate is a very rare new opportunity; on the other hand, if ceramic tile companies do not make slate, will there be no future? In fact, there are still a few companies in the industry that maintain rational thinking, such as Jianyi.
Li Zhilin, Chairman of Jianyi, believes that no matter what you do, everything should be aimed at meeting the needs of customers. Li Zhilin said, "There is no doubt that slate is a good product, but it needs to enter the home furnishing industry; Jianyi is currently mainly focusing on the traditional home decoration field. If one day customers are eager for Jianyi to provide slate, I will satisfy it."
It can be seen that Each enterprise actually has its own way of living. Enterprises that insist on making ceramic tiles may not have a future. As for whether slate will replace ceramic tiles and become the new overlord of home furnishings and home decoration in the future, that is another question that needs to be considered.
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What kind of brand does rock slab need to create?
As an industry media, we are very familiar with the stone slab manufacturers in the industry. New Pearl, Gold Medal, Nobel, Inno, General, New Jincheng, Qianghui, New School... We often feel strange and confused about the slate brands established by various companies.
The gold medal enterprise established Delifeng Home Furnishing, Xinjincheng Group established Xinju Home Furnishing (formerly known as Xinyansu Home Furnishing), New Pearl Group established Xinmingzhu Slate, Dongpeng Holdings established Jinpeng Slate, and Weimei Group Dongwei Slate was established, Nobel Group established Hanwei Slate, and Mona Lisa Group established Melchi Slate... Although each brand has different positioning and channels, it is not difficult to find that these brands have The creation process shows the genes of "high-end" and "home furnishing".
The road to branding for rock slabs has just started, and there are still many uncertainties ahead. In addition, slate is a "versatile" material, and there are even more ways to play it. Some people think that slate should be a pure material to be branded, some people think that slate should be a customized home brand, and some people think that slate should be a brand for finished furniture. Coupled with the different target customer groups, slate brands will also differentiate between B-end customers and C-end customers.
How to go about branding rock slabs? The way of thinking of most people in the industry is to see how big companies will go. But Different brand operation models require matching different strengths and resources. Perhaps we should focus on the end consumers, that is, the users. Performance.
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All your questions have answers here!
We have too many expectations and unknowns about the development of rock slabs. Who will set the standards? Who will maintain the market price? Who will lead technological innovation? The slate industry is in urgent need of a number of "leading" brands as benchmarks and models.
On the afternoon of December 24, the first Golden Rock Awards Ceremony will be held at the China Rock Panel• New materials display and procurement base - Conference Center on the third floor of China Ceramics Headquarters Base Theater was held. The selection was guided by the Foshan Ceramics Industry Association and hosted/organized by the China Ceramics Network. The organizing committee screened and evaluated the country's outstanding rock ceramics from five dimensions: brand influence, industry field, coverage area, technological innovation, and design application. Board brands are commended.
The guests invited to participate in this event came from Hebei, Sichuan, Hubei, Zhejiang, and Foshan. Their companies are involved in various fields such as real estate, stone, home furnishing, design, and construction. There were also speeches and speeches by big names in the field of slate. "Stone Slab Development Trends" Roundtable Forum.
If you want to know more about rock slabs, there will be answers here. We are waiting for you in Foshan!
Author: Hong Xiaochun
