Some Discussions on Stone Standardization

In 2014, the stone industry will enter the high-end home decoration industry to open up new stone market. The industry should actively explore the international market, take the initiative to open up new markets, continue to maintain the sustained and stable development of the domestic tooling market, and at the same time, innovate the marketing model and gradually realize the standardization of stone products. With the standardization of architectural decoration parts, we are making every effort to enter the home improvement market.

Gao Shi Stone Group and other "stone predators" to enter the home improvement market, so that the original hot topic of home improvement once again warming up. From this year's Xiamen Stone Fair, it has become common practice for Shiqi to enter the home improvement market.

People in the industry believe that when stone enters the home improvement market, the first thing to be solved is product standardization. The following are the Secretary-General of the Composite Board Professional Committee of the Stone Industry Association of the People's Republic of China, Bai Lijiang, the chairman of the Shi Langge Building Materials Technology Co., Ltd. Tang Yaojin, the Chairman of the Nanan City 59 Yuan Stone Supermarket Co., Ltd. Chen Yaodong, and the Nan'an City, the third oldest of the lines. Chen Yingfeng, chairman of the company, discussed the issue together.

200 Stone Enterprise Test Water Standardization Products

Q: When did the stone industry start to standardize? How is the overall situation? In your opinion, standardized products are the necessary conditions for stone to enter the home improvement market?

Bai Lijiang: The consciousness of standardization of stone had existed six or seven years ago. At that time, the National Stone Materials Inspection Center was also jointly sponsored by large companies such as Xishi, Huanhua, Huahui, etc., and developed specifications for the standard specifications of stone materials. Large enterprises also did some brand promotion simultaneously. The main approach was to give the concept of “brand” to the stone. For example, the standardized products produced by Shishi are called “Shi Shi Pai” granite and “Shi Shi Pai” marble. However, these measures have little effect on the entry of stone into the end market.

About 2008, in the industry branch of the stone composite board, it really pushed the stone standardization forward a big step forward. At present, there are more than 200 companies that produce standard stone products in China. The products cover a variety of product categories such as stone composite panels, standardized TV background walls, standardized lines, standardized water knife parquets, and full body panels. Among them, the stone composite panel is the most successful product category for standardized operation, and more than 20 brand enterprises are learning the marketing mode of ceramics, setting up specialty stores throughout the country.

Tang Jinfa: It can be said that the stone composite board is the most successful product category in standardizing and practicing the stone. However, stone composite panels are not the only way for stone to enter the home improvement market. Traditional specifications and various kinds of stone shaped products can enter the home improvement market, but standardization is very necessary because the needs of guests are bizarre. If there is no standardization, In the end, it will become a hodgepodge. What orders will be made and what products will be used will not only fail to be produced on a large scale, but will also be difficult to reduce costs. This will eventually drag the company down. Only by standardizing products, management, terminal image, and service system will it be possible to enter the home improvement market.

"Stone Standardization" covers 7 major aspects

Q: What do we mean by "standardization"? In addition, stone is a natural product. The same variety, pattern, and color are all very different. How do you standardize?

Tang Jinfa: Broadly speaking, it includes the standardization of stone mining, the standardization of stone product design, the standardization of production process, the standardization of quality and quality control, the standardization of talent team building, the standardization of service flow, and the specification and size of stone products. The standardization of textures. In a narrow sense, the standardization of stone refers to the standardization of product specifications and the relative standardization of product texture.

Chen Yaodong: 59 yuan stone supermarket mainly to do stone inventory products, we will use a variety of processes, the stone inventory into standardized products. In the eyes of the industry, stone inventory products are unsaleable goods and there are many defects. Our approach is to use the pickling process to abrade the entire surface, so that the colors are relatively uniform; second, to make the specifications small and standard sizes, so that the product color is more accessible when the typesetting; third, through the design, for example, Using lights, customers can focus on the overall decorative effect of the background wall.

Chen Yingfeng: The third-line Seiko lines are making comparisons between lines and shapes. The idea of ​​wanting to standardize products emerged two years ago. We are the first company in China to try to standardize stone TV backdrops and stone lines and try to operate channels. At present, we have opened seven specialty stores.

For TV backdrops, standardization is to standardize various components. It is relatively easy to standardize part of the flat decoration, and it is more difficult to standardize the irregular part. Our approach is to develop a series of TV backdrop solutions, each matching different components. Because the walls of each home are different, the special components we developed can be adjusted according to the actual size. In addition, in order to facilitate the installation, we have developed a PC model, that is, product modularity, we will disassemble the orders into individual product modules, and carry out numbering. Workers can simply install them in the order of the modules.

Improve the standard system to promote industrial upgrading

Q: Is there any difficulty for the stone companies to follow the standardization path? What is the biggest problem? After the stone has borrowed from the ceramic model and entered the home improvement market, in addition to solving the problem of standardization, what problems should be solved?

Bai Lijiang: Personally think that stone companies must follow the standardization path. The biggest problem encountered is the designer. In the concept of the designer, ceramic tile is the standardized product. Stone composite board companies can make a breakthrough on the standardization road because With the help of the concept of “bricks”; marble is a large plate that can be cut to any size, so almost all designers give a variety of sizes when placing orders. Only the designer's design concept is reversed and stone standardization products are accepted. It is possible to enter the home decoration with traditional stone specification plates. However, this must wait at least 10 years.