Secret Ceramic Industry under the profits of the real face

At present, the market is prosperous, some companies only care about sales, regardless of quality, only to promote, do not do R & D; In addition, designers, home improvement companies and tile vendors to reach an agreement to receive rebates, but also pushed up the tile prices.

Some netizens wrote that large brands that pay attention to R&D and design generally have higher costs, but also the so-called “big brands” that have quick successes and benefits do not have their own design and research and development. They rely on a large number of publicity and promotion to raise prices, and publicity and promotion costs naturally also count towards the cost. .

Take a ceramic tile with a factory cost price of 120 yuan 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 comprehensive cost price is 300 yuan, and the final storefront is sold at a price of 1,000 yuan. .

The raw materials for the production of tiles are cheaper, namely ordinary clay, quartz sand, glaze, etc., and the materials used by various brands are almost the same. The equipment of big brands is better, but the main difference lies in the research and development of design, technology and technology. In the middle of such a big profit, who is 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 price of a 60cm×60cm polished tile was only about 12 yuan, and the antique brick was about 30 to 50 yuan.

Some netizens complained that he was an outsider who had to decorate and went to the store without knowing whether or not the tiles were good or bad. As a result, the polished brick he bought during the renovation was a piece of 180 yuan. This price was not high in the store.

Visits: Businesses have 50 percent more than 30 percent. Maori reporters recently visited Huizhou Sanhuan Decoration City, Jiangbei Tile Store, Shuikou Tile Store, and found that different brands of tiles, although of similar quality, have large differences in price.

The reporter walked into a tile shop as a consumer to consult. The reporter saw a 80cm×80cm 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 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 the scene, the quality of similar tiles, the price will still have 20 to 400 yuan range.

In addition, many ceramic tile merchants will provide preferential information for attracting customers. It looks very attractive: “Full 400 to send 1,000,” “Shopping courteous,” “5% off,” “One dollar,” and so on.

According to industry insider Xiaochao Bo, “A tile is 20 percent discounted, and the general public will find it very favorable. But in fact, if you sell it to you at half price, the business still has more than 30% of gross profit.” Even though the layers are discounted, the ceramic still maintains a certain degree. Profit margins, businesses can not do a loss business.

Industry: There is a designer to eat a rebate up to a turnover of 511 square meters of ceramic tile factory price is how much? Industry analysis, is also a square meter of ceramic tile, material and production process is different, the price is also very different, some manufacturers price each Two or three hundred square meters, some manufacturers price only 10 yuan per square meter, this with the brand, technology, labor, transportation costs are related, "tiles profit margins up to four times the cost of production."

What factors push up the sales price of tiles?

The reporter found that in the small tile sales stores, the tile price is much cheaper compared with decoration cities, specialty stores, and so on.

“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 said 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.

The reporter learned that the rebates offered by 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.