Many industry insiders believe that with the rise of ceramic production areas outside Guangdong, today's consumers no longer care about the origin of ceramic tiles. To put it more bluntly, consumers don’t care whether the ceramic tiles are Guangdong bricks.
However, is this really the reality? Let’s first look at a ceramic tile consumption complaint case:
Recently, some consumers complained on the well-known consumer service platform "Black Cat Complaint" about a well-known brand that "the store bullied customers and deceived consumers." This consumer bought ceramic tiles in a specialty store of the brand. When the clerk took her deposit, she promised that she would be able to buy Guangdong bricks. However, when she went to pick up the goods three months later, she received the reply that there were no Guangdong bricks and she could only pick up the goods. Guangxi bricks. She believed that the store's behavior affected her home's renovation schedule, and demanded an apology and compensation from the store. But the store manager and Xini were unwilling to solve the problem. So, she chose to complain...
There are actually many similar cases. China Ceramics Network has reported some before (such as "Two well-known ceramic tile brands were exposed! Because dealers used OEM and counterfeit goods to deceive consumers" and "Attention! Another well-known brand is distributed Business overturned due to the "Guangdong Brick" issue"), some can also be found online.
Whether consumers should look for Guangdong bricks when buying ceramic tiles is a matter of opinion, and the answers often vary greatly depending on the identity of the respondent.
Manufacturers and dealers of Guangdong and Foshan ceramic tile brands believe that when buying ceramic tiles, you must buy Guangdong bricks, because Guangdong bricks are synonymous with high-quality ceramic tiles; manufacturers and dealers of non-Guangdong and Foshan ceramic tile brands believe that buying ceramic tiles is not You must buy Guangdong bricks, because the production technology of ceramic tiles is very mature and there are no barriers anymore. The quality of ceramic tiles produced by various enterprises in various production areas is not much different.
These two types of people will almost sneer at the phenomenon of Guangdong and Foshan ceramic tile brands producing OEM products in other production areas, and even criticize them verbally and in writing. There are examples to prove:
Not long ago, China Ceramics Network published an article on the WeChat public account titled "Can these brands represent Foshan ceramic tiles?" Netizens went crazy after the list came out..." The article can be said to have caused quite a stir among readers, and some fans expressed their opinions in the message area.
"How many of these so-called Foshan and Guangdong bricks have built factories or OEM brands in Jiangxi? Here they are slandering Jiangxi bricks, and here they are building factories or OEM brands in Jiangxi. Are they trying to be BZ and others? These so-called registered Guangdong brick brands just spend money to buy a label, get the consumer's psychology right, and continue to fool consumers.rdquo;
"As far as I know, some of the brands here have authorized local dealers to OEM in production areas close to them. I know who authorized it!"
"The quality posted by a certain brand, cut into pieces and fried one by one, you tell me that it represents the quality of Foshan. Every piece of my own base can scratch its own glaze. You tell me that it represents the quality of Foshan. My grievances It comes from the processing fees I was cheated of and the work I did in vain.”
……
It must be said that these views have certain truth and can resonate with many people. But at the same time, it should be noted that these views have their own limitations and ignore some objective facts.
The first is to ignore what consumers think.
As a result of taking the first step in the development of ceramics, after more than 40 years of accumulation and precipitation, Foshan has already become the commanding heights and distribution center of the ceramic industry. Foshan bricks and Guangdong bricks have subsequently become synonymous with ceramics, especially high-quality ceramic tiles. Foshan ceramic tiles and Foshan ceramic tile brands have become deeply rooted in the hearts of the people.
No matter whether the products of every Foshan ceramic tile brand are genuine (all authentic Guangdong bricks), or whether the products of non-Guangdong ceramic tile brands may have reached the level of authentic Guangdong bricks in quality, it cannot change the "Foshan bricks" ” and the lofty status of “Guangdong Brick” in the hearts of consumers. This is the power of "mind monopoly" and the charm of the brand. Because of this, building a brand should not be based on “what you think” but “what consumers think”.
Secondly, the unique advantages of Guangdong production areas are ignored.
Although the production capacity and output of non-Guangdong production areas continue to expand, some production areas even have a tendency to surpass Guangdong production areas, and as the ceramic industry becomes increasingly mature, equipment and technology are no longer the threshold, that is, non-Guangdong ceramic enterprises They are getting closer and closer to Guangdong ceramic companies in terms of scale, equipment and technology. However, it is undeniable that due to differences in economic and social development, geography, concepts, etc. between Guangdong and other places, Guangdong ceramic companies have difficulties in enterprises including quality management. The level of operation and management, human resources, especially the quality of ordinary workers, the completeness of the supply chain, logistics convenience, brand building, business atmosphere, etc. are still one step ahead of non-Guangdong ceramic companies.
Compared with Guangdong ceramic companies, non-Guangdong ceramic companies are one step behind here and one step there. Looking at each item alone, it seems that there is not much difference. However,And it may add up to many steps missing.
Therefore, leaving aside the behavior of proactively “reducing quality and saving costs” in the context of rising production costs and continued market involution (this seems to have become an open secret in the industry)Don’t talk about it , it should be said that in terms of product quality, Guangdong ceramic companies have certain advantages compared with non-Guangdong ceramic companies.
In this sense, coupled with the protective effect of the brand, if the price difference between Guangdong bricks and non-Guangdong bricks is not very big, consumers buying Guangdong bricks will undoubtedly be a more reliable choice.
Of course, one thing must be said: Publicity and marketing must be sincere and must not deceive consumers. Guangdong ceramic enterprises with headquarters in Guangdong and factories that have expanded to other provinces must face up to sensitive issues such as Guangdong bricks and non-Guangdong bricks, self-production and OEM, with a good attitude and a broad mind, and openly and openly install products. The place of origin or the production entrusted party should be marked on the package. Non-Guangdong ceramic companies and their dealers also have to adhere to "martial ethics" and use various means to "package" their products into Guangdong bricks to open up sales.
