Three Steps of "Ceramics Going to the Countryside", Bright Futures and Hardships

Following the application of home appliances and automobiles to the countryside, the No. 1 Document of the Central Committee included building materials to the countryside as a policy for stimulating the benefits of agriculture. Ceramics as an important branch of the building materials home industry, of course, will be added to the "down to the countryside" this trend. So, for ceramic manufacturers, what does building materials mean to the countryside? What problems do construction materials need to solve in the countryside? How to activate rural consumption power?

Since the introduction of the policy of building materials to the countryside, most ceramic sanitary ware manufacturers in China have been paying close attention to the policies and information of building materials to the countryside. , brand promotion on a comprehensive strategic deployment. According to industry sources, building materials to the countryside is a long-term strategic direction. The national “Twelfth Five-Year Plan” requires “increasing urban and rural residents’ property income, narrowing the gap between urban and rural areas, and accelerating urbanization development”. This means that the opportunity for building materials companies is unprecedentedly huge. Market share, brand awareness, and the development of third- and fourth-tier markets all have an impetus. Now, what companies need to do is to formulate appropriate product strategies and brand promotion methods according to the characteristics of the third and fourth line markets, speed up the setup and layout of outlets, and make full preparations for building materials to the countryside.

Some manufacturers point out that not only should the appropriate products be selected for the countryside but the key is to solve problems such as marketable products and after-sales services. In fact, all the bathroom products in the township market can now be sold. The key is to match the preferences of the various categories of products in the region, and the category allocation, price strategy, and promotion strategy should be clearly targeted. Moreover, we must also establish a comprehensive after-sales service network throughout the country to ensure that we can provide quality products and services for the majority of rural consumers with brand and quality assurance.

It has been nearly a year for rural consumers to get affordable building materials to the countryside. However, it is still only at the pilot stage. It is not only enterprises, including relevant government departments, but also has not formed clear ideas for building materials to the countryside. No specific plan has yet been formed. Especially the ceramic industry, the road to the countryside will be more difficult.

According to the person in charge of a ceramics production company, ceramics and cement and other building materials are very different from the countryside. At present, most of the ceramics companies have not built outlets at the county level, and more are concentrated in prefecture-level cities and a few. In the markets of developed counties. In spite of this, most ceramic manufacturers are still very optimistic about the rural market. They have begun to adjust their marketing strategies and started to do network sinking.

According to reports, ceramic tile consumption is basically concentrated in 20% of the urban population, and nearly 80% of the rural population may still not be able to enjoy the beautiful life that ceramic tiles can bring. Building materials to the countryside will play a significant role in helping to tap the 80% market. The government's encouragement of building materials to the countryside has brought the biggest opportunity for ceramic manufacturers to drive rural consumption. Even if the government is unable to provide enterprises with subsidies, this policy can stimulate the desire of rural residents to consume. Rural consumers are willing to take their money out to decorate their houses and are willing to upgrade their living standards.