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After nearly 30 years of rapid development, the stone industry has achieved remarkable achievements, and the stone industry has begun to move toward becoming bigger and stronger. However, with the rapid development of society and technology, the current traditional stone enterprises are far from strong. Most enterprises have encountered many bottlenecks in product design, production management, advertising maintenance, channel construction and sales. Many companies are in the process. Looking for a solution, but it seems that there is always a long-term mechanism to ensure the sustainable development of enterprises. The times are constantly changing, people's living standards are gradually improving, and the quality requirements for life are becoming more and more refined. Stone is only used as stone. The era of tools has been replaced, and consumers are paying more attention to the atmosphere built by the stone in the living room.
Analysis on the Development Status and Future Road of Yunfu Stone Industry
Stone tools have undergone numerous changes, market demand has become increasingly diverse, and stone products have become ever-changing. The demand for famous brands and high quality stone will increase. Pursuing "functional subdivision, high technology, multi-functionality, design fashion, energy saving and environmental protection" will become a new demand for high-end stone, which is precisely the potential market space faced by stone enterprises. The traditional stone industry provides high-quality and inexpensive stone products for itself and the global market while consuming a large amount of resources and seriously under-investing in environmental management. This simple and extensive growth model is facing the severe challenges of industrial upgrading and transformation after the market supply and demand relationship has basically reached equilibrium. At present, under the new situation, we will consider the road of transformation and upgrading of Yunfu Stone from the perspective of creating a brand of “Yunfu Stoneâ€.
I. Problems in the development of Yunfu Stone Industry
After 30 years of rapid development, Yunfu City has formed a large-scale stone product cluster with a large variety of products, and has become one of the major stone processing and sales bases in China. At the same time of achievements, in the face of rising stars such as Fujian and Shandong, the industrial structure contradiction of Yunfu Stone Industry in the fierce market competition has become increasingly prominent, which has constrained the further development of the industry and affected the competitiveness of the industry. Today, in the process of development and growth, we also face the following dilemmas:
(1) The problem of overcapacity is outstanding
In the interview, the reporter learned that regarding the most important difficulties encountered in the current business development, the top eight choices for the bosses are: "increased labor costs" (76%), "social security, excessive tax burden" (54.5%), "overcapacity in the whole industry" (41.4%), "enterprise profit margin is too low" (40.8%), "tight money" (35.6%), "lack of talent" (30.4%), "insufficient domestic demand "(23.7%) and "business difficulties" (20.1%). Among them, the proportion of "overcapacity in the whole industry" is the highest in recent years.
The survey found that the cost increase in recent years has been the most important difficulty for enterprise development, and the proportion of choice has shown an upward trend. This is partly due to the fact that “overcapacity in the whole industry†has brought about increased competition and falling prices, which in turn has led to “the company’s profit margin is too low†and the problem of overcapacity has increased this year.
Think about it, Yunfu has more than 4,000 stone enterprises. If you put all the stocks into the stone pavilion, you can't tolerate it! The situation of the water head is even more terrible. I heard the water heads and the docks piled up years ago. Transfer to the enterprise warehouse; the warehouse can not be piled up, transferred to the enterprise workshop; because the entry threshold of the stone industry is too low, everyone has come to do the stone, resulting in a serious excess capacity.
(II) Decline in the core competitiveness of marketing
At present, due to fierce competition in the stone industry, some stone enterprises in Fujian Shuitou and Yunfu have already blended with each other. You have me, I have you, Yunfu people go to Shuitou to open the factory, and the water head people come to Yunfu to open the factory is normal. However, the Yunfu stone industry is a typical "two heads outside", that is, mine resources and sales terminals are outside, coupled with the small size of Yunfu's own stone enterprises, marketing channels and trading capabilities are relatively weak, Yunfu's sales team can not with Fujian's 500,000 huge The marketing army is assassinated. Most of Yunfu’s transactions are conducted through intermediaries. The company’s direct external capabilities are weak. The international brand effect of Yunfu Stone is relatively insufficient, and the added value is low. That is to say, Yunfu people only earn the industrial chain. In the middle, the meager processing fee in the middle part is hard to hear. It is to help others to work! It is still at the low end of the international stone industry chain. There are official statistics of the data can be compared, Yunfu annual sales of about 10 billion, water head annual sales of about 47 billion, high and low opinion. It is necessary to know that the development of Yunfu Stone has a history of more than 400 years, and the development of Shuitou Stone has only used it for only 30 years. The phrase "Marketing is king" is qualified to speak out loudly! Isn't it?
(3) Low level of resource supply guarantee and high procurement cost
Yunfu's marble resources have been stopped. At present, the supply of block materials mainly relies on external procurement. The ability of enterprises to participate in the development of stone resources at home and abroad is weak. In addition, the transportation cost of Yunfu is relatively high. In recent years, the transportation radius of production stone blocks has become increasingly high. The greater the cost of major fuels or fuels, the more tightly the transportation limits are imposed, the higher the requirements for environmental protection, energy conservation and emission reduction, and the higher the production cost of the entire stone, so Yunfu Stone The industry's resource security is low and procurement costs are difficult to control. There is also a rent is too expensive, a bit outrageous, the estuary shop rents expensive over Guangzhou Tianhe! When the customer purchases in Yunfu, 70% of the money is paid to the rent, only 30% of the money is bought in stone, let's buy one Things, 70% of the money paid to the rent you still feel reasonable? We wear 80% of the money to wear an advertising fee, wearing a channel fee. Do you feel normal?
(4) The marketing method is too simple
The first is to build a small amount in the specialized trading market. Second, the company's marketing model is simple, the former shop and the factory, the traditional waiters come to the door, waiting for the rabbit, used to, stone enterprises in the industry mainstream Internet media rarely publicize, are keen to spend a lot of money to play some outdoor advertising. Some bosses have heard that they want to advertise on the Internet: "There is no money!" Instead, they have the money to do some highways and outdoor billboards! So when I saw these stone companies take so much money to advertise At that time, I was thinking about whether the stone was stone or advertising. The third is that the company has a single fight and has a low sense of cooperation and win-win cooperation. The fourth is the marketing concept of lack of overall concept and sustainable development. Yunfu people rarely make friends with buyers from other places. The consciousness of Yunfu people still stays in the era of the first barrel of gold. After finding high-profit products, there is no way to improve the added value of quality, but instead of quality, do everything possible. cut costs. Yunfu people are too real and easy to satisfy the status quo.
(5) The overall quality of management level and human resources needs to be further improved
Most of the stone industry enterprises are small family enterprises, and the original family or family management mode is generally used. With the growth of industrial clusters and changes in external competition, its drawbacks have become increasingly prominent. Parent-style decision-making, cronyism, and single property rights have limited the development of enterprises and the upgrading of industries. Moreover, the cultural level of most stone owners is generally not high. Although the mind is flexible, the awareness of small farmers is heavier. It is difficult to independently accept modern technology and management knowledge. It is difficult for enterprises to jump out of the development of small wealth and security. Although Yunfu has a group of skilled craftsmen, with the expansion of enterprises and the acceleration of the flow of talents, the lack of high-tech talents in Yunfu has been highlighted. In addition, the lack of design talents in Yunfu has become more and more prominent, affecting the efficiency and competitiveness of enterprises.
(6) The regional brand benefits are not strong, and the corporate brand is not established.
As a regional brand, Yunfu Stone has a certain influence at home and abroad, but it is still a lower-level brand, mainly in the following aspects: First, lack of support of strong stone enterprise brand; Second, brand product and technical support is insufficient : Third, the credibility of famous brands needs to be improved. Fourth, the influence in the international market is limited.
(VII) The bottleneck of independent innovation still exists
In terms of technological innovation and transformation, most enterprises of Yunfu Stone have insufficient investment, lack of research and development capabilities, and have the undesirable phenomenon of copying other people's technologies and homogenization of products, and their core competitiveness is not strong. In terms of product design, although Yunfu Stone Enterprise has continuously introduced new products, in general, the number is small. Most of the enterprises lack self-development ability, and the emulation is serious. The product development has not completely gone out of experience, introduction, imitation and Practical road.
Second, to create the "Yunfu Stone" regional brand as the main axis, focus on creating the "soft power" of Yunfu Stone, and promote industrial transformation and upgrading.
(1) Promoting the construction of the government coordination and guarantee mechanism for the brand building of “Yunfu Stoneâ€
The government plays the role of “the helm†in the process of creating regional brands, and plays a leading and pulling role. In the process of creating the “Yunfu Stone†regional brand, only the invisible hand of the government can drive it! Calling on the government should coordinate protection from five aspects:
The first is to increase the forward-looking planning of the stone industry. In accordance with the inherent requirements of the development of industrial clusters, prospectively increase the planning of regional development, according to the division of functions, focus on the development of stone technology, stone design, stone culture communication, stone e-commerce, stone marketing channel construction; development of stone exhibition; Develop stone logistics and wholesale; use Yunfu Stone Baili Corridor, Shibo Center, Shitong Tianxia, ​​Antang Stone Base, Kangli Stone Industrial Park, etc.; and China Stone Industry City develops towards the global marketing center of stone enterprises.
The second is to increase support for key stone enterprises. For enterprises or projects that can drive the development of industrial clusters, extend the chain of industrial clusters, increase the added value of industrial clusters, and enhance the competitiveness of regional brands, prioritize land use, give priority to supporting funds, give priority to preferential loans, and give priority to policy support.
The third is to establish and establish the “Yunfu Stone Industry Base Demonstration Parkâ€. The establishment of the stone industry demonstration park can intensively utilize the infrastructure of water supply, power supply, roads, environmental protection and public facilities, reduce the cost of industrial development, and promote the development of concentrated enterprises. Local governments should increase investment promotion and promotion, accelerate the gathering of stone industry, and make it truly play a role in the development of fine stone and environmental protection production, and become the core area of ​​Yunfu stone brand and the creation zone of international famous brands.
The fourth is to increase the efforts to create brand guarantees for the “Yunfu Stone†regional brand. Taking regional brand building as an important public management project of the government, arrange special agency management, invest funds for media publicity and public relations activities, establish a good regional brand image, and build “Yunfu Stone†into a city card that belongs to Yunfu. .
The fifth is to set up a stone e-commerce demonstration base. Relying on the young generation of Yunfu, support a group of e-commerce demonstration enterprises and individuals, like the Wuzhen, Zhejiang, where the World Internet Conference was held yesterday, every household will have e-commerce, today's Wuzhen, scan code payment popular, network marketing developed, free wireless WIFI coverage, "smart tourism" is in the ascendant. As advocated by the theme of “interconnection, sharing and governanceâ€, the Internet is changing the face of this millennium town and is changing the way of production and lifestyle of the people of Zhejiang. Yunfu enterprises should use WeChat as the basic platform to increase the process of Yunfu's e-commerce.
In short, the Yunfu government should carefully learn the lessons when making strategic choices in the stone industry. More attention to people's livelihood projects, less achievements in political achievements, "Yunfu Stone International Industrial City" is not wrong, "industrial parks" should also be engaged, but can not forget another rapidly developing market - that is, the Internet market, do not pay attention These people's livelihood projects, these invisible soft powers, we will inevitably fall into a very passive situation. To develop the soft power of Yunfu Stone, the invisible is often the most important!
(II) Promoting the construction of the legal confirmation mechanism of the “Yunfu Stone†regional brand
A regional brand refers to a well-known brand in a certain administrative or geographical area that has formed a long-term effort to create or create a market share with high market share and influence in the industrial market. For the name of the region's ten dominant industries (or products), its specific form of expression is a collective trademark. Yunfu Stone can be said to be a household name, deeply rooted in people's hearts and famous in the eyes of consumers, but the Yunfu stone regional brand in the legal sense has not yet formed. Therefore, we should speed up the design of simple composition and concise text, which not only conforms to the industry characteristics of Yunfu Stone Industry Cluster, but also highlights the identifiable identification of stone quality characteristics. The industry association organizes collective members to sign agreements and submits to the Trademark Office of the State Administration for Industry and Commerce. Apply for registered collective trademarks, and pay attention to international wide-ranging registration, scientifically use resource, defensive, and combined registration strategies.
(3) Advancing the participation mechanism of leading enterprises to take the lead in using the “Yunfu Stone†regional brand
In this process, we should grasp three key links: First, foster regional brand awareness of leading entrepreneurs. All world-renowned regional brands should have a group of outstanding leaders. While cultivating famous brand stone products and brand-name stone enterprises until the Yunfu stone industry cluster, we will train and train a group of creative and strategic entrepreneurs, and guide entrepreneurs to establish a strong regional brand awareness. Second, correctly handle the relationship between corporate brands and regional brands. If the corporate brand is regarded as “treesâ€, then the regional brand is “forestâ€. Only the “trees†are deep and clustered to form a contiguous “forestâ€. Conversely, the “forest†can cover the winds of “treesâ€. rain. In this sense, corporate brands and regional brands are interdependent and mutually reinforcing.
In the process of building regional brands, Yunfu Stone should mobilize the leading stone enterprises to use their own trademarks while rationally using regional brands and giving relevant incentives to stimulate their use. Third, actively promote the pace of independent innovation for leading enterprises. The contribution of leading enterprises to regional brand building is mainly reflected in the development direction of leading industries. Therefore, we must actively promote the establishment of a sound technological innovation system for Yunfu Stone Leadership Enterprise, continuously carry out product design and development and production process technology innovation, improve production efficiency and technological content of products based on traditional advantages, and then drive other stone in the cluster. Enterprises to enhance their independent innovation capabilities, and ultimately make the "Yunfu Stone" regional brand building a long-term vitality.
(IV) Promoting the construction of the marketing mechanism of the “Yunfu Stone†regional brand
The core of regional brand creation is to shape and promote regional brands. In the process of creating a brand of “Yunfu Stoneâ€, we can start from the aspect:
First, use various exhibitions to conduct regional brand marketing. Adopting the combination of “going out†and “please come inâ€, we actively organize stone enterprises to uniformly use the “Yunfu Stone†regional brand, and participate in domestic and foreign stone fairs, trade fairs, investment fairs, promotion conferences, etc. Large international stone fairs in India, Brazil, Italy, the United States (Las Vegas), Turkey and other countries and regions.
Second, use the news media for regional brand marketing. Make full use of Internet new media news reports, public relations activities, sponsorship activities, festivals and public welfare activities to strengthen the promotion of regional brands, expand the visibility of regional brands, and establish a good image of regional brands.
Again, use cultural carriers for regional brand marketing. Craft stone is a major feature of Yunfu stone industry. However, from the current level of development scale, it does not match the resource advantages it has. Therefore, we should use all the new media of Yunfu, Yunfu City Stone Chamber of Commerce, No. Publicity of Yunfu City Ornamental Stone Association, Stone Expo Center, China Yunfu Stone City and other carriers to carry out “Yunfu Stone†cultural marketing through various cultural and artistic activities. Extensively spread the stone culture of Yunfu.
(5) Establishing a platform for technology and service innovation
Accelerate the construction of service and technology innovation platforms that promote resource sharing and commercial operation. The government injected some funds, privatization system construction productivity promotion center or SME service center and other organizations. The stone research institute established by Yunfu in the early years is actually very promising! Under this structure, an independently operated design center and training center will be established. , testing centers and other companies. To meet the different resource capacity needs of enterprise cluster growth. In the initial stage of development, the main function of the platform is to provide research and design services for clustered SMEs, which enables enterprises with weak scale, capital and technical capabilities to acquire technology development capabilities at a lower cost, beyond the simple imitation stage. . Further clustering growth also requires acquiring capabilities in market development and competitiveness. The innovation platform also supports cluster enterprises in e-commerce, credit guarantees, marketing services, quality inspection, talent training and local brand building. This kind of resource capability externalization setting and acquisition method is the key to the cluster growth of enterprises. Without the supply of these external resource capabilities, the growth of enterprise clustering may fall into a low level (technical, quality) development and cannot be extricated.
(6) Promoting the construction of the protection mechanism of the “Yunfu Stone†regional brand
An insurmountable problem encountered with public goods is the “free rider†phenomenon, where people are free to enjoy the benefits of public goods without paying any fees. The same is true for regional image brands. A bad regional brand image has a negative external influence on the corporate brand, which will make the regional corporate brand enveloped in the shadow of being difficult to get rid of. It will indiscriminately involve the regional corporate brand more or less, and even ruthlessly kill some enterprises. Brand. Therefore, we should promote the construction of the protection mechanism of the “Yunfu Stone†regional brand from three aspects: First, strictly grasp the threshold of using regional brands. Strictly grasp the threshold of entry, to eliminate the use of regional brands for predatory operations, low-price marketing, large-scale production, sales of counterfeit and shoddy products and other short-term opportunistic behaviors that undermine regional brand image, thereby enhancing the enthusiasm and initiative of corporate participation, protection Regional brand image.
The second is to give full play to the role of restraint and supervision through intermediary organizations such as industry associations. The association shall formulate rules and regulations for the use of regional brands, supervise the management of regional brands in the course of business, and formulate a set of industry standards to provide producers with a reference system for product quality control and increase “Yunfu Stoneâ€. The amount of gold. At the same time, establish a quality feedback tracking system, and resolutely put an end to the emergence of counterfeit and shoddy products. Third, the relevant functional departments continue to increase the protection of the “Yunfu Stone†regional brand. Strictly crack down on counterfeiting and brand-name behavior, crack down on illegal activities such as unlicensed operations, false propaganda, counterfeiting of trademarks, unauthorized use of collective marks, strengthen coordination and cooperation with other regions, and establish a linkage mechanism and network system for jointly protecting regional brands. Effectively protect famous brand enterprises and brand-name products, and maintain a good image of the “Yunfu Stone†regional brand.
In the past 30 years, Yunfu Stone Market has formed a stone super-market with more than 4,000 stone enterprises, and the entire industrial ecological chain produced by the symbiosis. The stone industry has made great achievements in the economic development of Yunfu reform and opening up for 30 years! However,...
For more than 30 years, Yunfu Stone Market has formed a stone super-store with more than 4,000 stone enterprises, and the entire industrial ecological chain produced by the symbiosis. The stone industry has made great achievements for the economic development of Yunfu reform and opening up in the past 30 years! But how should the stone industry continue to be brilliant? How to keep up with the trend of the times? How to deal with the changes? How to face this unprecedented challenge? After 30 years, where is the future? When the world we face changes, how to deal with it? This paper attempts to explore this from the establishment of the "Yunfu Stone" regional brand, increase the height and the soft power of Yunfu Sensitive topics, benevolent see benevolence, wise see wisdom, welcome to throw a brick to attract jade, participate in the discussion.