With the advent of the home improvement season, many tile merchants will offer a lot of preferential information in order to attract customers. However, nowadays, the competition in the ceramics industry has become increasingly fierce, and raw material prices have remained high. This has also led some companies to use inferior raw materials, reduce their prices, and the quality of their products cannot be guaranteed.
Not long ago, at a local website forum in Huizhou City, Guangdong Province, a netizen named “Monster Monsters†sent an article titled “Scattered Tiles Like This!â€, saying that the current ex-factory price of tiles is far from the selling price. There is more room for huge profits. It writes that a number of informed sources have revealed that the cost of ceramic tiles is generally around 10% to 30% of the market price. A net post attracted many netizens.
User posts:
The store's selling price can reach 8 times the cost price. So, is the tile market like this netizen said so profiteering? What are the factors that affect tile prices? Recently, the reporter visited major decoration materials stores in Huizhou, Guangdong Province, and consulted with relevant industry insiders. understand situation. The reporter learned that at present, the market is a mixed bag, some companies only care about sales, regardless of quality, only to promote, do not do research and development; In addition, designers, home improvement companies and tile distributors reached an agreement to receive rebates, but also pushed up the tile prices.
Tiled market price chaos standardization management imminent netizen “monster monsters†wrote that the big brands that pay attention to R&D and design generally have higher costs, but also the so-called “big brands†that have quick success and instant benefits do not have their own design and R&D, but rely on a large number of publicity and promotion. Price, promotion and promotion costs are also naturally included in the cost. The price of a ceramic tile with a factory cost of 120 yuan is taken as an example. The ex-factory price of this tile is 200 yuan, while the cost of a distributor agent is about 100 yuan, the overall cost is 300 yuan, and the final store is sold at a price of 1,000 yuan. Out.
According to the analysis of “Monster Monsters†by netizens, the raw materials for the production of ceramic tiles are cheaper, that is, common clay, quartz sand, glaze, etc., and the materials used by various brands are almost the same. The equipment of big brands is relatively better, but the main difference is that Design, process and technology research and development. In the middle of such a big profit, who's in the pocket?
The analysis of net posts attracted the attention of many netizens. The netizen Zhu Junjie 1983 said that he was an engineer in a ceramics factory. He introduced that the cost of a 60-cm x 60-cm polished tile was only about 12 yuan, and the antique brick was about 30-50 yuan.
In this regard, there are netizens complained that he is the decoration of the layman, go to the store does not know how to distinguish tiles is good or bad, the result is to buy a polished brick in the renovation is 180 yuan a piece, this price is not high in the store.
Reporter visited:
More than 30 percent of businesses still have more than 30 percent of gross profit. Recently, the reporter visited the three-ring decoration city of Huizhou, Guangdong Province, Jiangbei tile store, outlet tile shop and other found that different brands of tiles, although the quality is similar, but the price difference is larger.
The reporter walked into a tile shop as a consumer to consult. The reporter saw a 80 cm × 80 cm tile, the price of 168 yuan. The shop sales staff introduced this section of tiles can be 50% discount sale, but the supply is tight; if you want to urgently, you can consider another brand of the same quality of the tiles, the price of each block can be cheaper 30 yuan. Sales staff constantly promoted that although the price is cheaper, the quality is not much different because the two brands belong to the same manufacturer.
According to the sales staff, many tile manufacturers will produce several brands of tiles at the same time. In fact, the quality of different brands is almost the same, but the price is not the same. The reporter also saw at the scene that the quality of the tile is similar, the price will still have a difference of 20~400 yuan. In addition, many ceramic tile merchants will offer preferential information for attracting customers. They look attractive: "To send 1,000 full," "Shopping is courteous," and "5% off." "A piece of tile hits 50% off, the general public will feel very favorable. But in fact, 50% off to you, the business still has more than 30% of gross profit." Industry Xiaoyao Bo believes that even after a layer of discount, ceramic still maintain a certain Profit margins, businesses can not do a loss business.
an expert:
Designers to eat kickbacks to push up the sale price of a square meter of tile factory price is how much? Industry insiders analysis, is also a square meter of tiles, materials and production process is different, the price is also very different, some manufacturers price per square meter Three hundred yuan, and some manufacturers price only 10 yuan per square meter, which is related to the brand, technology, labor, transportation costs, "tiles profit margins up to 4 times the cost of production."
So, what factors have pushed up the sales price of ceramic tiles?
The reporter found that in the small tile sales outlets in Huizhou Shuikou area, the ceramic tile price is much cheaper compared with the Three-ring Decorative City and specialty stores. “We are here in the suburbs of the city, and the rental shops will be relatively cheaper and the prices will be relatively lower.†Mr. Zhang, who has worked for 5 years in the outlets for ceramic tiles, said that rent, utilities, freight, labor and other expenses will be included in the cost. Passed to consumers; hypermarkets are relatively high costs, the price will rise.
In addition, industry insider Mr. Zeng disclosed that in the home improvement industry, the price difference between decorative materials is very different, one of the reasons is that the business will give the designer a certain rebate to do "guide purchase costs," which also led to higher prices.
The reporter also received complaints in this regard. Some owners reflected that they did not understand building materials. When they were decorating the house to buy materials, they listened to the home improvement designers. The other party took her to a building materials market to purchase more than 10,000 yuan of decorative materials at a time. The material was more than 2,000 yuan higher than the market price, and later it was understood that the building materials traders rebided the designers.
Anonymous building materials dealers told reporters that due to the particularity of the construction industry, most of the decoration owners are the “outsiders†of the building materials industry. When purchasing materials, the decoration owners will listen to the recommendations of the home improvement company’s designers, and thus the building materials industry. Formed a "hidden rule": As long as the designer and the owner together to buy building materials, the store owner will give the home improvement company or designer kickbacks, the cost of rebates, naturally even on the owner's head.
This reporter learned that the rebates of businesses to home improvement companies or designers have recently become higher and higher, the amount is generally 20% to 30% of the turnover, and some even as high as 40% to 50%. In the unspoken rules of this industry, the decoration owner has become the rebate payer. With regard to the phenomenon of rebates for designers, many consumers express their revulsion but are helpless.
The lawyer reminds:
Signing a Contract to Protect Equity A building materials distributor revealed that many designers have a close cooperation relationship with building materials manufacturers. As long as the designer accompanies the customer to purchase materials, he will get a certain rebate. In order to cooperate better, some major brands and home improvement companies will sign agreements. The designer is responsible for selling each other's products. Once the owners purchase, the material supplier will return a certain "rebate" to the home improvement company and the designer.
Mr. Lin, the consumer, was a decoration person. He stressed that it was better to buy tiles than to buy three products. “When buying materials, don’t tell the sales staff your information, including names, telephone numbers, and real estate information. Explicitly speaking with the sales staff, I’m the owner. , Give me the lowest price.Industry and lawyers suggest that when consumers sign the contract, the decoration company should require the decoration company to write the specific product model, price, and what it calls the same-grade branded product into the contract, and stipulates “without increasing In the case of a budget, the contents of the contract guaranteeing the budget effect. When shopping for materials, be sure to shop around and be aware of them. The enthusiasm of the designers should be carefully verified, and ask experienced people or professionals to ensure the price. The best way is to buy materials after you buy them, and if you can, hire a professional.
Industry insiders suggest that it is imperative to standardize and manage chaos in these markets. Although most of the major brands of ceramics companies have now upgraded to brand fights, as far as the industry as a whole is concerned, the current ceramics industry is not yet mature and standardized, and the market demand is large, giving many small businesses a living space. Nowadays, the ceramics industry has become increasingly competitive and raw material prices have remained high. This has also led some companies to use inferior raw materials, reduce prices and quality, and their product quality cannot be guaranteed at all.