Around 2016, large slabs with specifications of 900×1800mm and above began to become a hot spot in the ceramic tile industry. As wall and floor decoration materials, large slabs create a grand, beautiful and fashionable feeling and become a new trend in home decoration.
However, due to the fact that the cost of transportation, packaging, paving and other aspects is much higher than that of ordinary products, it has not been able to form an explosive trend in the terminal.
Therefore, 600x1200mm and 750x1500mm, which are different from traditional conventional specifications but also reflect a certain sense of extension of large boards, perfectly solve the problem of promoting 900x1800mm and larger specifications products. They have sprung up like mushrooms after a rain and have now become one of the mainstream specifications in the market. .
But what follows is that product homogeneity is becoming increasingly serious and price wars are intensifying. According to incomplete statistics, the overall ex-factory price of 750x1500mm has been cut in half in the past two years.
In the fierce competition for specifications, a brand new specification - 1600x800mm, is quietly emerging.
01
1600×800mm
Becoming a differentiated hot item
"The promotion of 750x1500mm is too crazy now, and the price is completely transparent. When a mainstream product has no profit support, it will trigger changes in the industry." He Zhikun, general manager of marketing of Bauma Sega Ceramics, pointed out that almost all brands that make 800x800mm have launched 750x1500mm series products.
Nowadays, 750x1500mm has become a mass-market product. The products are mainly similar glossy tiles. It is difficult to gain recognition from terminal retailers who rely on differentiation to win. New breakthroughs are urgently needed.
In fact, in the face of the proliferation of 750x1500mm, ceramic companies have successively launched larger 1600x800mm. Among them, Bauma Sega Ceramics launched the 1600x800mm-168 style large board 4 years ago, which has now become the brand's flagship product.
“Large boards were already very popular at that time, and 750×1500mm could also be called big boards. However, many manufacturers were already promoting it, and competition would soon fall into fierce competition. 900×1800mm was difficult to normalize in home decoration. As a former company, we For a high-end brand that mainly sells to dealers, its products need to be differentiated and have strong stability and sustainability, so we chose 1600x800mm. ”
Relative to 750x1500mm is crazy, 1600x800mm is gradually becoming popular, but it has not yet formed an explosive trend. Therefore, the market lacks awareness of 1600x800mm, but this has also built a bastion of differentiated competition for manufacturers and terminal retailers that promote 1600x800mm.
02
Why do we say 1600×800mm
More suitable for home decoration?
He Zhikun introduced that Bauma Sega Ceramics chose 1600x800mm as its main product to benchmark 750x1500mm with its unique advantages.
➊ Although the share of traditional 800×800mm ceramic tiles is gradually declining as profits have bottomed out and the market promotion of large-format products has matured, it still accounts for more than half of the home decoration market due to the practicality of its golden specifications.
1600x800mm is equivalent to the superposition of two 800x800mm pieces. It not only inherits the perfect application of 800x800mm in home decoration, but also has the visual effect of large board texture and space expansion.
“It is also very convenient for terminal promotion. In the past, two pieces of 800x800mm were put on a display stand, but now one piece is put on the board directly.”
➋ Consumers who pursue high quality and design have accepted the integrity and extensibility of large boards in home decoration spaces, and will choose products with larger specifications in home decoration consumption. Compared with the currently popular 750x1500mm, 1600x800mm meets consumers' needs for large vision and complete space with larger specifications, and the decoration effect is even better.
➌ Compared with 900x1800mm, which has larger cost and application space limitations, 1600x800mm not only has a more advantageous price, but also is not much more difficult to package, transport, and enter the elevator than the traditional 800x800mm. The paving cost is equivalent to that of 750x1500mm, so it can break through Despite cost constraints, it has the potential to become a mainstream product.
➍It has strong compatibility and can be freely cut into a variety of conventional specifications. 1600x800mm can not only achieve the decorative effect of large panels, but alsoEvolved by cutting into conventional specifications and supporting specifications such as 400x400mm, 400x800mm, 800x800mm, etc., with almost zero loss and no need to choose products of multiple specifications.
In addition, He Zhikun believes that being the first brand and distributor to promote 1600x800mm has also built a moat for future competition.
“Once the profit of 750x1500mm completely bottoms out, 1600x800mm will become the new main product, and the first movers will take the lead. Once 900x1800mm becomes normalized for home decoration, 1600x800mm, which is not much smaller visually, will have a cost-effective advantage.”
03
168 Fashion Board
Not only the material, but also the appearance
“Compared with the volume advantage of 750x1500mm, 1600x800mm cannot win on price, we have to work hard on appearance.”
He Zhikun pointed out that consumers in retail channels, especially high-end consumer groups, do not only focus on price when choosing products. In contrast, they pay more attention to color and texture. For this reason, Bauma Sega 168 Fashion Board impresses dealers with its rich product structure and product style.
It is reported that the Bauma Sega 168 style large board not only achieves differentiation in specifications, but also introduces Italian R&D technology and design to develop a product system that is richer in style, color, and technology. The diversified choices satisfy more needs. High-quality needs for multi-space decoration.
In terms of color matching, Bauma Sega 168 Fashion Board has developed dark, medium and light full-color products such as black, gray, coffee, beige and white.
At the same time, high-end raw materials and advanced technologies such as crystallized glaze, skin glaze carving, precision-controlled soft polishing technology, and three-dimensional glazing technology are used to reproduce the texture of rare and precious stones at a ratio of 1:1, which not only has a high degree of texture restoration, but also improves the touch and look of the product More delicate and layered beauty.
He Zhikun believes that as consumers pursue large-format products, 1600x800mm will definitely occupy a large share of 800x800mm and 600x1200mm in the future, so Bauma and Sega will also focus on promoting 1600x800mm.
