Chinese Stone: Difficulties and Challenges Catalytic Metamorphosis

For Chinese stone enterprises above the scale, which are mainly used as international and domestic high-end construction projects, the sluggish index has been widely presented in recent years, and it has become more difficult in the development of the stone industry since the reform and opening up. year. Among them, due to the global economic recession since 2008 and the huge increase in resources, environment, labor and other costs, some companies started less than half. 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 a downturn, the stone industry encounters cold prophets In recent years, the overall situation of China's stone industry is relatively stable, showing several major development trends: production has grown steadily, and the growth rate has slowed down. The output and industrial added value of marble and granite plates of enterprises above designated size in the national stone industry have remained at around a dozen percentage points.
The market situation is grim and exports are facing resistance. Compared with previous years, the growth rate of stone exports has slowed down significantly, only about 10%.
The downward trend of efficiency is presented, and the pressure on business operations has increased. Compared with the previous years, the profits of enterprises above designated size in the national stone industry have decreased significantly. More SMEs have difficulties in operating, and their profits are very thin and the difficulties are even greater.
In the international market, for the Chinese stone industry, which is mainly "extroverted", since 2008, countries and regions that have traditionally exported China's stone products such as North America, Europe, Japan and Southeast Asia have generally encountered difficult prices and large orders. The signs of sharp decline, trade frictions caused by price and standard scale understanding continue to occur. Among them, the changes in the Japanese market, especially the traditional big country of tombstone export, are more obvious. In the domestic market, in the past few years, with the help of the "Olympic economy" and the government's economic stimulus, the stone industry has been promoted. Some large and medium-sized stone enterprises are not worthy of orders, corporate profits, and continuous expansion, but also greatly promote the development of stone machinery equipment, machinery and stone chemical maintenance industries. However, as China's stone industry enters the “post-Olympic” period and after the short-term economic stimulus, the climax of the construction of public buildings around the country has gradually receded, and the resources, environment and labor costs have increased substantially, and the domestic market demand for stone products “ The downturn has already appeared.
Adjusting the business strategy to extend the market's tentacles After China's stone industry has experienced more than 20 years of low-cost development, with the changes in the world economic situation and the adjustment of relevant national policies, it has entered the stage of high cost development. 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 recent years, China's stone exports to Russia, the United Arab Emirates, Saudi Arabia and Qatar have seen a rapid increase in stone exports. 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. In recent years, some large enterprises in Fujian and other places have begun to “shoot” in expanding the domestic market. The “sports” of marketing branches and processing plants to the western and northern regions of China have initially revealed that large stone enterprises are predicting the market. Defend the guiding role of risks and other aspects.
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 “scenery line” in the stone industry in recent years.
Enterprises need to take the road of transformation and upgrading. After more than 20 years of "everyone makes money", China's stone industry has rapidly grown into a world stone country. To a certain extent, it is based on the advantages of domestic labor, land, stone resources and low environmental protection costs. "For the support, the long-term lack of product development, brand, business model innovation, the industry's "small, soil, scattered, chaos" phenomenon is still serious, to buy a small board, to earn a small profit for the processing profits of the small enterprises . 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.
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.
At present, although the trend of the world economic situation is still in an unpredictable change, a number of leading enterprises in the industry have been preparing for new products, new technology research and development, transforming marketing models, building national brands, and exploring emerging markets. . Winter has arrived and spring will not be far away.

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