March 29, 2024

Who abandons Chinese tiles?

Who abandons Chinese tiles?

Recently, an article in the ceramic micro letter circle in the heat, "the Middle East dealers abandoned Chinese tiles? 》 The article talked about the general problems faced by Chinese ceramic tiles in the Middle East market: "low-price competition, profit dilution."

For Chinese tile companies, the Middle East market has huge capacity and fierce competition. This situation has been going on for a long time. Dubai is the transit port in the Middle East, but the Saudi market has for many years been the first place in China's ceramic tile export market, which is enough to illustrate the size of the Middle East market. At the same time, almost no Chinese ceramic tile company's export executives do not believe that the Middle East market is not easy to engage in, reflecting the jealousy and bitterness faced by Chinese ceramic tiles in the Middle East market.

If Chinese tiles may face abandonment in the Middle East, who is abandoning Chinese tiles?

In the Middle East market, we often find that our biggest opponents are not from Italy and India, but from our Chinese counterparts. In this sense, the problems we face in the Middle East market are essentially the same as those in the domestic market. In the domestic market, will all brands be abandoned by dealers and customers? The answer is obviously negative. I had a habit when I was on a plane or a taxi. I liked to learn about the brand names of ceramic sanitary wares that they knew and recognized from my non-ceramic counterparts and drivers. Over the years, I found that they recognized the actual development of brands and industries. Amazing coincidence. Those who have gained the hearts of the people have the world and the consumers have access to the market. In the long run, it makes more sense.

The predicament of the Chinese tile industry in the Middle East market is not fundamentally different from ours in other international and domestic markets. First of all, it is the eternal dream of consumers and it is also the business philosophy of some of the top companies. You can find evidence in the recent hot Lei Jun talk about the core of the millet model. Our problem is precisely the Chinese ceramic tile industry as a whole. We only meet the value recognition of the bottom half of the value chain in the low price, which is cheap. If we can really achieve a low price in the consumer market, the COSTCO-style success as Lei Jun said will not be so far away.

Followed by the problem of brand differentiation. Nine dragon sons and nine children are not obsessed. It is obviously impossible for all Chinese tile brands to ride the international market in an accredited manner. For tile brands that want to achieve internationalization, how to properly distinguish themselves from other Chinese brands is a long-term problem that we need to solve in the Middle East and other international markets. From the brand name to the product design, from the sales channel to the employee behavior, there are many. At this point, Porcenalosa is a paragon of excellence in Spanish ceramic companies and is worth studying. I remember that I used to see HSBC's advertisements at European airports. At that time, I had talked with my friends. Although the bank was founded by hawkers, it is still considered a Chinese brand. It is commonplace to see Chinese ceramic tile brand advertisements at domestic airports. It would be nice to see Chinese ceramic brand advertisements at European airports. Now we finally see the advertisement of the tile at the international airport in Paris, but it is not China's brand, it is Egypt's. Whether such efforts can be effective in the short term is not known.

For Chinese tile companies, it is difficult to take the lead in the international market. The important reason is not the strength of the enterprise, but rather the development of the enterprise to a certain extent began to look around the temptation of the surrounding, such as from the past Full house building to today's full touch network. Therefore, a small number of companies will go to sea and realize the distinction with other companies will be a more feasible way for Chinese ceramic tile companies to get rid of the curse of abandonment in the Middle East.

If you don't like your own, it's because you don't love yourself enough. If we do not abandon ourselves, no one can abandon us. Perhaps it is more important and urgent issues that we face in the international market that how to carry innovation into the sea.

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