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Ceramic companies enter the third- and fourth-tier market for survival
Since the beginning of the spring, the ceramic industry has generally been sluggish. It is often the case that the company has ordered a few kiln or how many goods it has sent. According to the author's understanding, up to now, Foshan ceramics companies have generally ignited late, and the number of ignitions is also small. Some enterprises have not yet ignited bricks. However, some enterprises have neither stocks nor full-load production, showing a gratifying momentum of both production and sales. There is no absolute thing, and those products that are marketable are not feeling too much pressure in the cold of the financial crisis. Instead, they are advancing against the trend. Even many companies have added polishing lines or new ones during the Spring Festival. Kiln. On the one hand, many enterprises are unable to cope with the current difficulties. They do not know how to break the situation. They have to limit the production of kiln, lay off employees and reduce wages, and even have the dilemma of taking turns. On the other hand, whether it is Jiajiang, Zibo or Foshan, Some enterprises have a hot business. For example, most of Foshan’s privately-owned factories have unexpectedly good business, especially for enterprises in the third- and fourth-tier markets. The market pressure they face is often greater than those of large-scale, brand-oriented and export-oriented enterprises. Much smaller. Over the years, due to sustained and rapid economic growth, the market positioning of many ceramic enterprises has focused on the relatively lucrative primary and secondary markets. These markets not only have high consumption levels, strong purchasing power, but also are easy to obtain lucrative profits, which is conducive to the cultivation of brands. growing up. However, the economic development has not risen in a straight line, but has been spiraling forward. In the current economic downturn and in the absence of consumers' confidence in the future market, many consumption powers have been cut, compressed or pushed back, and the original consumption. The bubble has been smashed. Under this circumstance, it is inevitable that the consumption demand of medium and high-end products will decline. However, after all, China is a country with a large population. Almost half of the population has not consumed ceramic tiles yet. With the introduction of a series of national stimulus policies, the promotion of domestic demand policies and the construction of new rural areas, the rigid consumer demand in the domestic market. It is expected that there will not be much shrinkage this year. In addition, due to China's specific economic environment, the impact of the financial turmoil on the Chinese market is relatively small, especially in the third and fourth-tier cities and rural markets. It is smaller than the domestic first-tier cities, and the domestic third- and fourth-tier markets account for the vast majority. It provides a powerful and broad buffer zone for the resolution of the financial crisis. Therefore, many financial institutions and well-known enterprises in the economically developed countries such as Europe and the United States have gone bankrupt. At the time of the collapse, the fundamentals of the Chinese economy have remained relatively stable. This can be confirmed by the recovery of markets in various regions since the beginning of the spring. Therefore, we can be cautiously optimistic about the market in 2009. The third- and fourth-tier markets have always been the main battlefields for medium and low-end products, and they are the first targets for elimination and adjustment in the industrial upgrading led by the government over the years. Going to the third- and fourth-tier markets does not mean that those companies that are used to high-end products will change to low-end products of low quality and low price to compete for the share of the third- and fourth-tier markets, or to go back in the process of industry development, but to actively Adjust the product structure, take the market consumption demand as the product research and development direction, and make high quality and low price products to meet the more rational and pragmatic consumer demand of consumers under the financial crisis. For example, the common permeable bricks, wear-resistant bricks, crystal bricks, and even polycrystalline micro-powder can further reduce the retail price of the market under the premise of ensuring quality, thereby stimulating consumption and stimulating market demand. On the one hand, we can't let modern production equipment sit idle there, and on the other hand, it can't provide the products that the market needs, and it will delay the business opportunities in the downturn of the economic downturn. Home appliances to the countryside, cars to the countryside, ceramics also have to go to the countryside. Appropriately adjust the product structure, give up those flashy gimmicks and packaging, and produce some high-quality and low-cost marketable products, and spread the network to a wider range of small and medium-sized cities and even the vast township market, and build more dense and more Flexible terminal sales channels, shifting the main battlefield of marketing from the past first- and second-tier markets to the third- and fourth-tier markets is undoubtedly an effective way for enterprises to save their strength and get out of the trough.