Before 2018, no one has ever said this, or that no one has been so eager to predict the topic of stone branding. Professor Quan Junmin, who was completely outside the stone circle, came to Shuitou and used his expertise to conduct more than two months of investigation and in-depth investigation of the water head. In the end, he resolutely made the assertion at the beginning of the article. As a veteran Internet expert and a visiting professor with more than ten years of business mode at Tsinghua University, Professor Yan has already developed a pair of "eyes" that are particularly sensitive to business tentacles. His recognition of his ability was convinced after he met him at the end of last year and had many exchanges. His judgment is well-founded! The so-called "bystander clear", Professor Yan is the possession of this wise high. Everyone knows! Before, not only in the water head, but also in all of China, almost all stone people believe that: stone is natural, it is difficult to build a brand, stone can not be a brand. In the early stage of the historical evolution of China's stone industry in the past 30 years, due to objective reasons, the stone industry has been profitable for many years, and practitioners can easily earn the gold in barrels and barrels, so who will have the heart to consider the problem of brand not branding. ? This is the "selling cloth era" that several industry big coffees have repeatedly said. However, in recent years, everyone finally realized that the era of profiteering has passed forever. The stone industry must correctly face the current situation of meager profit or even unprofitable industry. With the wisdom of transformation and upgrading, enterprises can continue to develop benign. In other words, the stone must enter the "selling into the clothing era". Then, how to break through the problems of homogenization, loss, slow-moving products, and seemingly serious overcapacity in the public enterprises, so as to find a way to develop? I think consumer perception is the key! Consumers must know the existence of goods through the spread of the brand, and they have the possibility to choose. And this is precisely the biggest problem in the stone industry - so far, the entire industry can not find a direct consumer brand. In other words, the vast number of consumers are in a “blind zone†on how to consume stone. They have no choice but to choose. Because there is no choice available, it is impossible to choose. This forces stone companies to establish their own brands that can connect with consumers, and then it is possible to compete for the existence and choice of opportunities in the consumer army. In other words, in the future, the brand will be the key to determining whether the company can continue to exist. The advantages of Shuitou in the stone industry are still irreplaceable in the country and even the whole world. In the past two years, the development trend of Shuitou Stone Industry has also clearly shown the trend of “brand awakeningâ€. Stone practitioners all over the country have rushed to the water head. It indicates that while raising the water head in the industry, it also provides greater possibilities for the water head to become the birthplace and gathering place of the stone brand. Of course, this topic is still only a prediction, but I believe that it will be verified soon, let us wait and see! Professor Yan is an expert in mobile Internet research and education in China. He is now focusing on the work of combining mobile Internet with related industries. For the domestic Tsinghua University, Mayor College and many other well-known institutions to teach, the existing fans of more than 10 million, is building the country's largest mobile Internet media, has a wealth of industry experience. “In the near future, Shuitou will become the brand center of China's stone industry!†Professor Yan Junmin's conclusion on the two-month investigation of Shuitou. What do you think? Wang Shaofang, Chairman of Pengxiang Industry, I have reservations. Stone has its own particularity. The ultimate goal of the brand is to serve marketing. To establish a brand, it is necessary to increase the added value of services and products, and these should be supported by the experience store that deepens the consumer groups. Therefore, I believe that the future water head should be a stone base that integrates the processing and production experience display design. Here, powerful enterprises directly enter the end consumer market, develop a local brand studio or a monopoly experience store, and the branding will be dotted. The pattern is presented. Yu Qihui, the chairman of Xiamen Stone Commodity Operation Center Co., Ltd., agrees with this view. If it is complete, it should be expressed as follows: the southern part of Xiamen with the water head as the center. Before becoming a brand center, you may experience the stage of brand germination, development and maturity. In this process, there are inevitably government guidance, self-discipline of stone enterprises, media propaganda, association guidance, designer participation and so on. The brand of the stone industry is different from other industries. There should be the following types: raw material brand, production and processing brand, and service platform brand. Shuitou currently has a brand awareness of stone enterprises, but due to industry characteristics, brand establishment is difficult, there must be a process. It is said that stone has always been only the brand of the enterprise (although it lacks consumer awareness), and there is basically no brand of stone products. Many stone people say that they should consciously strengthen the influence of product brands. In my opinion, this statement is wrong, in fact, stone. It has always been only material brands. All project bidding only sets the name of the material, and it is not sure of the processing enterprise; both types of brands must be pushed to avoid vicious competition and enhance the overall image of the industry. Zhang Yueqian, chairman of Pengji Stone , thinks that this depends on the government's support for the industry. If the water head can continue to maintain the global direct sales of stone mines, the brand center can be realized, with the Chinese ceramics brand center - Foshan, The same direction. At present, due to the short history of the industry, the small-scale workshop has a serious vicious competition for homogenization, which leads to the failure of the enterprise to support the brand to build upfront costs. Moreover, the threshold is low, and it is difficult to cultivate and retain talents. As well as the first generation of stone business owners, due to the large market demand, did not pay attention to brand building, so it has always given people a weak brand image. In my opinion, the brand must first create high added value for consumers in order to be considered a brand. The beginning of the industry to build a brand is the beginning of segmentation and mining, and it is also a way to increase the recognition of end consumers and increase the value of products. Many people say that the brand of the stone industry should be divided into corporate brands and product brands. I think there is a certain reason, because it can adapt to the home improvement market and the public clothing market. Before the water head becomes the brand center, it may experience: the first stage (sprout): the regional oligarch brand currently in the traditional operation. The second stage (primary): the industry's big coffee came out to integrate, let consumers begin to recognize. The third stage (growth): capital enters quickly to create a brand, the emergence of international brands. Of course, because the industrial chain of stone is too long, the water head stone market belongs to the primary wholesale market of primary processing, and the distance to the end consumers is very long. To establish a brand, it is necessary to adjust the strategy of the stone enterprise in the terminal, and stand on the water head. Cai Dongliang, founder of China Granite Plate Centralized Purchasing Platform, I think that water heading as a brand center is the only way for the future. This is a matter of the whole industry. It requires policies and standards to guide the way. At the same time, it needs more enterprises to improve services and quality. If we can change the pattern of the entire industry chain, unite more groups, form a platform, and then use the platform to jointly solve the difficult points, then it will naturally form a brand. In addition, I believe that in the future, service will be an indispensable part of the brand, just like the traditional Gree, the United States, or the emerging Didi taxi, WeChat, shared bicycles, etc., they all work together in the service, very I’m going to start the brand with a little bit of face. I’m doing this in the Chinese granite platform. Dividing the brand of stone into enterprise brand and product brand is actually a characteristic. Because stone is an indispensable building decoration material for public and home decoration, we cannot ask every stone and every stone enterprise to promote cross-border. For the end consumers to know, but should be viewed from a humane perspective, the establishment of corporate brands is good for public works, product brands can help enter the home improvement market, so that differentiation helps companies according to their own Characteristics, the development department has a distinctive brand.
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