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At present, the Shanghai World Expo is officially presented in front of us. The opening of the World Expo provides many stone enterprises with a good opportunity for marketing and brand promotion. Stone enterprises are no exception. However, with the quietening of the demand for stone products after the Shanghai World Expo, will the market demand for relatively high-grade stone products face a huge “fault� What is the trend of stone industry marketing after the Expo?
According to the Italian stone industry management department, in 2010, the world stone consumption will reach 1.186 billion square meters, and the demand for blocks will reach 108.6 million tons. In 2015, the stone consumption will reach 1.6 billion square meters, and the demand for blocks will be It will reach 146.7 million tons. In 2025, stone consumption will reach 4 billion square meters. Among them, marble accounts for 50%, granite accounts for 50%, and the rest are sandstone, slate, basalt, limestone, agate stone and so on.
At present, although plastics, ceramics and other building materials have been widely used, and seized part of the stone market, but because of its unique natural advantages, stone is still the material of choice for architectural decoration engineering. Red, yellow, green, black, blue and white stones will still be valuable varieties, and some variants are also very popular, but manufacturers are increasingly demanding their quality. With the improvement of fire protection requirements, the advancement of installation technology and the problem of light pollution of glass curtain wall, the trend of rejuvenation with stone walls has become more and more important.
First, the geographical advantages of stone resources highlight "World stone in China, Chinese stone in Fujian, Fujian stone in Xiamen." Such a reputation for Xiamen is not too much. The stone production and export in Xiamen has a long history, a wide variety and a reputation overseas. As early as the 1980s, the Xiamen stone industry has entered the era of stone industrialization, and it is one of the most important stone production and export bases in China and the world. According to statistics, there are more than 600 professional stone import and export enterprises in Xiamen, and more than 4,000 stone processing trade enterprises around the country import, purchase and export stone directly from Xiamen all the year round. There are more than 1000 kinds of high-quality stones imported and exported from Xiamen Port all year round. It covers almost all the varieties of stone-producing regions in the world, and most of the stone products made in China in Europe, Australia, Japan and other markets are works of Xiamen stone enterprises, and most of the world famous stone varieties such as India, Brazil and Spain. Xiamen port people. Professional stone import and export enterprises in Xiamen and surrounding areas started earlier and created a large number of stone marketing teams. At the same time, Xiamen's unique geographical environment and supporting facilities, natural deep-water port, perfect sea, land and air transportation network, modern service facilities, provide a complete logistics hardware for the development of the stone industry. The dominant players in the natural stone market have changed positions in recent years. Italy and Germany, which are major producers and major consumers of stone materials in the world, have been replaced by China and the United States respectively. In the world stone market, Italy has faded out, Russia has risen, China has remained the first, and the development of stone industry in other countries has already entered. The fast lane.
The largest importer of stone raw materials - China, despite its experience in mining and processing materials for hundreds of years, was once the largest importer of stone raw materials, imported a large amount of raw materials from all over the world, processed in the country, and then exported to other countries. Countries, but now China has replaced Italy as the world's largest importer of stone raw materials, and the amount of imported raw materials is twice that of Italy. Among other stone importing countries, Turkey and Spain imported closely behind China, while Italy and Brazil ranked fourth.
The largest stone consumer country - the United States In recent years, the United States has replaced Germany as the most important stone consumer. According to IMM data, the number of imports to the United States is currently double that of Germany. A few years ago, Germany was still the world's most important consumer of natural stone, and now ranks fourth, the United States ranks first, followed by Canada, the development momentum is likely to catch up with the United States, South Korea and Japan respectively ranked third and four.
The largest stone trading country - China In the natural stone trade, the export of manufactured goods is the most valuable, and China's exports in this regard have ranked first. As early as 2005, China’s exports were three times that of Italy. Although Turkey, Brazil and South Africa are small, their growth rate is astonishing compared to Italy. China's Taiwan stone exports are mainly for the Japanese and American markets, but its stone imports have also surpassed Italy.
The most promising market - Russia Due to the development of Russia's domestic building materials industry, Russia's demand for natural stone will increase, and the increase in demand is extremely obvious. The number of imports from Russia will increase, especially after processing stones such as marble and granite. It is understood that the current annual consumption of marble and granite in Russia is increasing year by year, and the development potential is extremely impressive.
At present, Russia's largest demand for natural stone is mainly concentrated in Moscow, St. Petersburg and Krasnodar. In the near future, the use of stone by private companies will greatly stimulate the growth of stone demand and become another consumer group. In 2006, the market share of granite and marble in the hands of these private companies was comparable to that of industrial enterprises. At present, private companies mainly import stone from Italy and Spain, especially marble. At the same time, Russia has a wealth of stone resources and is expected to become a major stone supplier. According to IMM, there are currently 800,000 tons of natural stone mined in Russia every year. However, due to various reasons, the supply of Russian stone has not yet reached the international level.
Second, the international market demand situation US market In response to changes in the world stone consumer countries, the United States replaced Germany as the most important stone consumer. The US economic situation is stable, the demand for products is large, and the sales price is good. The preference of architects, decorators and American consumers for stone is the main source of growth in US consumption. The consumption characteristics of the US market require more product patterns. Through the sales of consumers, pay attention to the opinions of architects and decoration experts. It is necessary to organize groups to sell in the United States, participate in exhibitions, academic conferences and introduce products.
Korean market Korea has long been an important exporter of Japanese stone. Since 1960, the Korean stone industry has exported granite raw materials to Japan and gradually formed the stone industry. From the 1970s to the 1980s, it became a country that exported raw materials and processed products to Japan. In the late 1980s, South Korea became the first country to export stone to Japan. By 1989, the export of stone broke through 616,000 tons and the highest record of export value of 325 million US dollars. After that, the first place to export became China, and South Korea even imported stone from China. According to statistics, 92% of Korean stone is imported from China. In the future, with the economic development of South Korea, the demand for stone will increase, and the stone imported from China will increase accordingly. The relationship between the stone industry in the two countries is inseparable. In order to better occupy the Korean stone market, China can only strengthen its mutual connection with South Korea so that it can develop together.
Japanese market Japan lacks resources, and the demand for stone is actually imported, with 95% of granite imports and 100% of marble. The Japanese market has a particularly high quality requirement for stone materials, and there is absolutely no defect and no color difference. Stone is mainly used in high-end luxury buildings and modernist style buildings, as well as in tombstones and handicraft production. There are two basic requirements for export to Japan: (1) strict adherence to the delivery date; and (2) ensuring product quality, primarily color and texture. The Japanese stone market is divided into four categories: production sheet market; civil construction market; scenic spots and ordinary construction market; sculpture, park scenery, interior decoration and handicraft market.
European market When producing stone products for European customers, it is necessary to release the hands and feet for the production of German customers, because German customers are not very picky about the material requirements, they are asking for natural effects. When selecting products for British customers, they should be carefully selected and carefully selected. Treating Russian guests must be both prudent and open.
Third, the establishment of integrity mechanism, calling for the integration of industry resources In recent years, due to the industry's non-standard development, the industry's integrity has been reduced, the vicious competition between enterprises, the absolute profit of products is getting thinner and thinner, many business operations are difficult to sustain. In response to this situation, the government should rectify and regulate the market through various industry management methods. The association should also vigorously promote and guide the benign interaction between enterprises. Enterprises should cooperate with each other and take effective measures to manage them.
1. Strengthen management of mining, implement environmentally-friendly, step-by-step mining, and ban non-environmental, small-scale predatory mining and processing.
2. The government has introduced industrial management policies and supply standards, standardized market mechanisms, and supported standardized production.
3. Promote honest management and law-abiding management, establish a model of industry operation, and improve the image of the industry to meet the requirements of international market competition.
4. Improve the overall strength of the industry through talented interactions in the form of talents and technology through seminars, exchanges and cooperation.
5. With the advantage of existing regional industry scales, such as Guangdong Pearl River Delta, Fujian Quansha and other places, the stone industry will gradually develop in the direction of industrial clustering, group scale and regional strategic cooperation in the management and management, and establish industry regions. Economic union.
6. Through extensive resource integration in the above aspects, establish a wide range of industry information resources exchanges and cooperation from equipment, mining, processing, technology, environmental protection, energy conservation, research and development of new products, and establishment of industry brands, and give full play to the leading role of large enterprises. Guide to improve the overall strength of the industry.
7. In the international market, we should dare to compete with foreign merchants. Major enterprises should strengthen their alliances and establish alliance purchases in foreign raw materials imports to reduce raw material procurement costs. Establish a regional product export price alliance in exports, increase product export prices, conduct joint bidding on the international engineering market, expand the momentum and status of Chinese stone in the international market, gradually hit the international high-end market, and establish the international influence of the industry. In international exhibitions, we must fully reflect the status of China's stone powers. Through industrial upgrading, independent innovation, energy conservation and environmental protection, and resource integration, China's stone industry will surely usher in a brighter future.
With the Shanghai World Expo's demand for the pulling of stone products quietly subsided, will the market's demand for relatively high-grade stone products face a huge "fault"? What will be the stone industry market after the Expo?