Overview of the ceramic industry and focus on home furnishing hot spots.
Hello everyone! Today is November 28, 2022. Let’s take a look at the hot topics that Zhongtaojun focuses on in this issue of "Zhongtao Daily·Weekly Comments".
Keda Manufacturing develops overseas building materials business< /p>
The output of architectural ceramics this year is expected to be about 100 million square meters
On November 22, Keda Manufacturing stated at the performance briefing that from January to September 2022, the company’s architectural ceramic output in Africa exceeded 84 million square meters. This year It is expected to achieve approximately 100 million square meters throughout the year. The company has built 6 ceramic factories in five African countries, with a total of 14 construction ceramic tile production lines; there are also 6 construction ceramic production lines and 2 sanitary ware production lines under construction. Among them, in terms of capital expenditure, the company currently mainly develops four directions: ceramic machinery, overseas building materials, lithium battery materials and equipment, and each business has a corresponding capital expenditure plan. The company is also conducting continuous research on the recycling and reuse of decommissioned batteries as a technical reserve direction for related businesses, striving to complete product planning and achieve project implementation as soon as possible.
Source: Zhitong Finance
The output of 100 million square meters is ranked among the top 20 ceramic enterprises in terms of ceramic tile production capacity in the country (the data comes from the 2020 "Ceramic Industry Long March" reported by China Building and Sanitary Ceramics Association and "Ceramic Information"). About 10 people!
Does this mean that Keda Manufacturing has "quietly" added a new identity of "ceramic tile production enterprise" to itself?
On November 22, Keda Manufacturing stated at a performance briefing meeting that its current four main development directions are ceramic machinery, overseas building materials, and lithium battery materials and equipment. The "overseas building materials" business mentioned here currently actually refers to the production of building sanitary ceramics (mainly ceramic tiles) in Africa
The main business of Keda Manufacturing is selling equipment to ceramic companies, but it has also joined the competition in the ceramic market and achieved very good results, which not only proves its cross-border investment or diversified business and its The success of the investment-driven “ceramic production capacity overseas” strategy also reflects the serious involution of the ceramic industry. Fortunately, Keda Manufacturing only produces and sells ceramic tiles overseas. If it does this domestically, wouldn't it become a strong competitor for domestic ceramic companies that buy its equipment?
Mona Lisa invests in establishing clean energy company
Registered capital of 50 million yuan
Qichacha APP shows that Wuzhou Lvnengda Clean Energy Co., Ltd. was recently established. The legal representative is Yang Qing, with a registered capital of 50 million yuan, and its business scope includes: Gas operation; contract energy management; information consulting services, etc. QiChacha’s equity penetration shows that the company is indirectly wholly-owned by Mona Lisa.
Source: Southern Finance Network
The entry of leading ceramic companies into the field of clean energy further illustrates the importance of green and low-carbon development in the ceramic industry, which has become a necessary condition for the survival of ceramic companies.
As for Mona Lisa’s establishment of a clean energy company, is it to supply herself with clean energy, or to also do business with her peers on this basis? Let’s wait and see!
Five ceramic companies including Marco Polo, Mona Lisa, and Dongpeng
More than 890 infringement cases
Since 2021, there have been more than 890 litigation cases regarding trademark infringement and patent infringement among the five ceramic companies Marco Polo, Mona Lisa, Dongpeng, Diou, and Wrigley. . In addition, so far in 2021, 11 ceramic companies have been listed as breach of trust due to trademark infringement, with the total amount involved reaching tens of millions. On November 10, Suzhou High-tech Zone seized 286 sets of counterfeit ceramic sanitary ware of well-known brands such as "Marco Polo" and "TOTO", involving a total amount of 47,895 yuan; in June, the first instance verdict was pronounced on a case of infringement of Marco Polo's intellectual property rights, and the defendant was sentenced and fined 39,000 yuan. Yuan fine. In June and October, unscrupulous merchants were sentenced and fined a total of 1.796 million yuan for infringing the "Wrigley" trademark.
Source: Taocheng Daily
Similar news, Zhongtaojun has commented on it more than once. It’s still the same sentence: the more famous a brand is, the easier it is to be counterfeited and infringed. Who says the brand is not important?
In recent years, as the so-called "de-branding" phenomenon continues to emerge, many people in the ceramic industry believe that consumers no longer care about the brand when buying ceramic tiles, and ceramic tile manufacturers and dealers do not need to invest in brand building. Don’t spend too much energy, just make a good product with your heart.
As a result, some people who sell low-priced tiles through various channels take advantage of the intensifying price war to fish in troubled waters, confuse the public and confuse right and wrong, saying that ceramic tiles are a hugely profitable industry, and the higher the brand awareness, the less likely you are to buy ceramic tiles. They either promote the futility of brand building, especially brand promotion, saying that their brand does not advertise in order to save money to benefit consumers, and spend all the money on key areas such as R&D, production and quality control; or they emphasize themselves out of thin air. The quality of our products is simply better than other brands, and we don’t need any publicity, promotion, service or even brand building.
However, there is no necessary relationship between publicity and promotion and quality. Regardless of advertising or not, creating high-quality products is an unshirkable responsibility of enterprises. On the one hand, funds for R&D, production and quality control cannot be saved by not doing publicity and promotion; on the other hand, in the ceramic industry where profits are getting thinner and thinner, some companies can save money by not doing publicity and promotion. Often not used for R&D, production and quality control.
Advertising does not necessarily mean strength. Not advertising, especially not paying attention to brand building, is often considered to be weak. Rome was not built in a day, and a good ceramic tile brand cannot be built by advertising. It does not have the support of good equipment, good products, good design, and good quality.The accumulation of displays, good applications, and good services cannot achieve high visibility and good reputation of well-known ceramic tile brands.
Why are well-known ceramic tile brands being counterfeited? Mostly because they are well-known and have a good reputation, consumers are willing to pay for them.
Those who win the brand win the world, and those who win the minds of consumers win the market.
Taking advantage of petty gains will lead to big losses
A man was defrauded of 120,000 yuan for buying "low-price ceramic tiles"
Recently, the Gaoan City Public Security Bureau Ceramics Base Police Station successfully detected a fraud case and captured the suspect Lin. It is reported that in mid-August this year, the victim Mr. Deng contacted Lin through the introduction of others, hoping to purchase some low-priced ceramic tiles. In order to gain Mr. Deng's trust, Lin invited Mr. Deng to a porcelain factory to inspect the goods and sign a purchase and sales contract. Subsequently, Lin purchased a small amount of ceramic tiles at normal market prices and sent them to Mr. Deng through logistics, and persuaded Mr. Deng to pay the full payment of 120,000 yuan. After receiving the payment, Lin used various reasons such as epidemic prevention and control to stall the purchase until there was no news. At present, the victim Mr. Deng’s defrauded payment has been recovered in full. The criminal suspect Lin has been criminally detained in accordance with the law on suspicion of fraud. The case is under further processing.
Source: Hello Gaoan
Can I buy low-priced ceramic tiles?
If you don’t worry about quality issues and don’t need after-sales service, you can certainly buy them. The worst you can do is suffer from quality, paving, and after-sales service failures; but it’s a bit outrageous to encounter scams when buying low-priced bricks. This is just an example and has no general significance.
When buying ceramic tiles, you should still buy regular brands of ceramic tiles through formal channels, because the brand is guaranteed. The essence of a brand is to make a promise and guarantee for the consumer value generated by products and services.
Obviously, most merchants who sell informal brand tiles that are too cheap want to make a one-time deal and cannot provide any guarantee at all.
The length and width of the toilet are incorrectly marked, and "buy a bed and get a mattress" only received the bed
Two well-known home furnishing brands are suspected of false advertising
News on November 18, according to the official Black Cat Complaints website, a well-known bathroom brand has recently received two new complaints, alleging quality problems and false propaganda in the toilet. According to the investigation, the above two complaints were released on November 15 and November 4 respectively. The complaint numbers are 17363085242 and 17362820304 respectively; the amounts involved are 4,368 yuan and 2,000 yuan respectively. The user said that he purchased a wall-mounted toilet from the brand's official Tmall flagship store on June 24. Under normal natural light, he could see uneven bubble spots under the glaze on the toilet seat. The user reported to the Tmall flagship store that Customer service, the customer service said that it was difficult to verify after signing for a long time, and they have not responded directly since then. Many attempts to communicate were fruitless. Another complaint showed that the brand's Tmall store misguided the publicity. The diagrams and instructions were upside down, left and right, and the length and width were wrongly marked, resulting in an error in reserved floor drains. They did not admit the error in the pictures, blamed the customer, and did not answer questions directly. . Currently, the brand has made 39 complaints on the Black Cat platform, of which 11 have been responded to and 11 have been completed.
Source: Leju Finance
Recently, consumer Mr. Zhong reported to The Paper Quality Report Complaint Platform that on the evening of November 8, he purchased a model at the × Home official flagship store for 3,251.95 yuan. Leather bed. According to Mr. Zhong’s recollection, both the product details page and the order page were marked with words such as “Buy a bed and get a mattress for free”. However, when he received the goods, the merchant only sent a bed and no mattress. Later, Mr. Zhong asked the customer service of × Home Furnishings. The customer service said that the bed he purchased did not have a mattress. Mr. Zhong believes that the promotion method of × Home Furnishing is misleading and is suspected of defrauding consumers. He requires the merchant to give a reasonable explanation. On November 23, The Paper called × Home Furnishing’s official customer service. Customer service responded that after verification, the order page of the product did have "Buy a bed and get a mattress free"uo; and other words, the relevant words are the slogan of the live broadcast room, and the "buy a bed and get a mattress free" activity is limited to the specific styles sold in the live broadcast room. The bed purchased by Mr. Zhong does not include a free mattress. At present, Mr. Zhong has fed back the matter to the Zhejiang Provincial Market Supervision and Administration Bureau. He said that if × Home Furnishing does not provide a reasonable explanation and solution in the future, the problem will be solved through legal channels.
Source: The Paper
When judging whether the behavior of the respondent or defendant constitutes false publicity and unfair competition, one should first consider whether there is false publicity, secondly examine whether the behavior has deceptive or misleading consequences, and thirdly determine whether the complainant or plaintiff is guilty of such behavior. Act causing actual harm. From these aspects, both home furnishing brands are suspected of false propaganda.
Merchant’s false promotion may be able to get a one-time payment from consumers, but in the long run, it will destroy its reputation. Every false marketing effort betrays consumer trust.
China launches financial package to “stabilize property market”
Release three major signals
On November 25, the People's Bank of China announced on its website that in order to maintain reasonable and sufficient liquidity and promote stable and declining comprehensive financing costs, it will implement a package of policies and measures to stabilize the economy and consolidate With the economy back on a stable and upward footing, the central bank decided to reduce the deposit reserve ratio of financial institutions by 0.25 percentage points on December 5, 2022 (excluding financial institutions that have implemented a 5% deposit reserve ratio). After this reduction, the weighted average deposit reserve ratio of financial institutions is about 7.8%, and the reduction in reserve requirements has released a total of about 500 billion yuan in long-term funds.
Source: Beijing News
Recently, China’s real estate financial policies have intensively released favorable policies.Signal. From the continuous reduction of personal housing loan interest rates and down payment ratios, to the introduction of 200 billion yuan (RMB, the same below) special loans for "Guaranteed Property Delivery", to the expansion of the "second arrow" to support the issuance of bonds by private enterprises, support for development loans, trusts Existing financing such as loans can be reasonably extended on the premise of ensuring the safety of creditor's rights... Various support policies have been intensively implemented, covering almost the entire supply and demand chain of the real estate industry, including some "weak points" where risks may arise.
Where will the real estate market go in the future? How can distressed housing companies get out of trouble? According to a reporter from China News Service, this series of financial "combination punches" released three major signals:
First, it is clear that the real estate industry is an important part of the real economy and is of great significance to the healthy development of the economy. Relevant experts believe that regulators regard real estate as the real economy and affirm that it is very important to the healthy development of the economy. Further clarifying the status of the real estate industry will help unify ideological understanding, increase the implementation of measures, and repair the market as soon as possible. Second, financial institutions will increase financing support for housing-related enterprises. Third, safeguard the legitimate rights and interests of housing consumers and support rigid and improved housing needs.
Some experts remind that on the one hand, it will take time for policies to be transmitted to the demand side; on the other hand, if the real estate market is to completely break the "shrinkage cycle", it is not enough to rely solely on unilateral financial efforts. The real estate industry has a long chain. Interested parties such as home buyers, local governments, and real estate companies interact with each other and are intertwined. They need to form a joint force.
In the future, China’s real estate market will still have momentum for long-term development. CRIC Research Center pointed out that new urbanization will be the biggest institutional dividend for the real estate industry, and 19 large urban agglomerations and 6 major metropolitan areas will be the core carriers of the real estate market. There is no shortage of structural opportunities in the real estate industry.
