2010 China's stone industry difficulties and challenges catalytic transformation
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For China's stone enterprises above the scale, which is the main source of orders for international trade and domestic high-end construction projects, the 2009 recession index has been widely presented, making it a difficult year for the development of the stone industry since the reform and opening up. . Among them, due to the global economic recession and the huge increase in the cost of resources, environment, labor, etc., some enterprises started less than half of the work. However, China's stone industry enterprises have enhanced their comprehensive competitiveness in the predicament, seeking new market opportunities and achieving an overall improvement in industrial strength.
The world economy is in the doldrums
Since the beginning of 2008, the overall situation of China's stone industry has been better, production has grown rapidly, the growth rate has slowed down, the downward trend of benefits has emerged, the pressure on business operations has increased, and the financial tsunami triggered by the US subprime mortgage crisis has led to a global financial crisis.
The output value of the three major stone distribution centers in Nan'an, Laizhou and Yunfu has a decline of more than 30%. In addition, the impact of the world economic depression on the stone industry still has a certain degree of transmission lag. Construction projects from civil construction to renovation generally have a cycle of about one year, and Chinese stone enterprises will face the test of true "severe winter".
Adjusting the business strategy in 2010 to extend the market tentacles
After more than 20 years of low-cost development, China's stone industry has entered a stage of high cost development with the changes in the world economic situation and the adjustment of relevant national policies. Accordingly, the adjustment of the business strategy of China's stone enterprises, the renewal of concepts, and the accurate positioning of the market have become urgent tasks. Zou Chuansheng, president of the China Stone Industry Association, pointed out at the China Stone Industry Development Situation Report that the market strategy is the first problem that all industries and enterprises must study first. It is a guiding issue. At present, the stone industry must pay special attention to the study of changes in the domestic and international stone market, correctly handle the relationship between investment and consumer markets between international regional markets and domestic regional markets, and implement diversified market strategies.
First of all, under the unfavorable situation of the traditional export market of stone products, it is necessary to be good at grasping and expanding emerging market sectors, such as the United Arab Emirates, Saudi Arabia and other Middle Eastern countries, as well as emerging markets such as Russia and Kazakhstan that have "wake up" in recent years. According to the data, in 2007, China's stone exports to Russia increased by 58.6% over the previous year. Stone exports to the three oil-producing countries of the United Arab Emirates, Saudi Arabia and Qatar reached US$70.816 million, showing a rapid upward trend. Therefore, while continuing to pay attention to traditional markets such as Japan, the United States, South Korea and the European Union, China's stone exports should focus on vigorously exploring emerging international markets.
Secondly, in the domestic market, we must continue to adapt to the policy of China's macro-economy to expand domestic demand, especially consumer demand, and promote economic growth from relying mainly on investment and export-led to relying on consumption, investment, and export coordination. Therefore, the market of the stone industry must also shift from mainly for engineering investment and export to consumption (mainly home consumption for home projects), and the consumer market should be the focus. From 2007 to the beginning of 2008, some large enterprises in Fujian and other places have begun to “shoot†in the expansion of the domestic market, and “sports†the marketing branches and processing plants to the western and northern regions of China. The guiding role of enterprises in predicting the market and resisting risks.
Third, China's economic development has shown a layout from south to north and from east to west. Therefore, the traditional layout of the stone industry, which is weak in the south and weak in the east and strong in the west, will inevitably change. The development of the Bohai Economic Zone, the revitalization of the old industrial bases in the Northeast, and the implementation of the strategy for the development of the western region have attracted the attention of the stone industry. The rich stone resources, relatively cheap labor resources and potentially huge market space in the Midwest have attracted one. A large number of powerful enterprises invest and set up factories. Integrating mine resources and entering the Midwest, Bohai Rim, and Northeastern markets has become a beautiful “landscape†for the stone industry in 2008.
Domestic demand pulls to promote product upgrading
After more than 20 years of “everyone makes moneyâ€, China's stone industry has rapidly grown into a world stone country. To a certain extent, it is supported by the “strength†of domestic labor, land, stone resources and low environmental protection costs. The innovation of R&D, brand and business model, the phenomenon of “small, earthy, scattered and chaotic†in the whole industry is still serious. Small enterprises relying on the purchase of wool board and earning processing profits are everywhere. These enterprises often do not have the corresponding design capabilities and the level of communication and cooperation with the decoration company and the builder. The business mechanism and marketing network of the enterprise are also extremely imperfect, and they are not capable of resisting market risks. Therefore, under the unfavorable conditions of a large economic environment, these stone enterprises are forced to close down or be merged, which becomes an unavoidable reality.
The good news is that in the stone industry clusters such as Fujian Shuitou, Shandong Laizhou, Guangdong Yunfu, etc., the industry segmentation has been relatively mature, and a large number of large-scale stone enterprises with strength have grown. Most of these enterprises are export-oriented enterprises. They have adopted the marketing concept of developed countries in the stone industry earlier and have strong product innovation capabilities. At the same time, after more than 20 years of development, they have accumulated sufficient strength and development stamina. There are signs that the world financial crisis will provide a rare historical opportunity for China's stone industry to reshuffle. The pace of China's stone industry integration will accelerate with the development of the economic situation, thus promoting the overall improvement of the industry.
At present, the state has introduced a number of favorable policies to stimulate domestic demand, and for the emerging Chinese stone industry, the market areas and product development and application fields that have not yet touched are still quite broad. It is understood that in the face of the huge impact of the economic environment on stone enterprises, Shandong, Fujian Nan'an and other places have begun to implement the principle of “supporting excellent and strengthening, eliminating backwardness, and upgrading from small to large†in the stone industry. Supported by funds, policies, etc., enterprises that are backward in technology and unable to upgrade and upgrade in accordance with the requirements of scientific development, and mainly rely on economic means to promote their elimination.
From the fundamental point of China's economic development, urbanization construction has a long way to go, and the construction of a new socialist countryside will also provide a broader development space for stone products. From the perspective of national long-term policy objectives such as energy conservation and emission reduction, natural stone products with the lowest energy consumption in building materials products will be more widely used in modern urban construction projects and home improvement markets.