Some Discussions on Stone Standardization
In 2014, the stone industry began to shift its focus toward high-end home decoration, aiming to tap into a new and promising market. To sustain growth, the industry needs to actively explore international markets while maintaining stability in domestic tooling sectors. Additionally, it must innovate marketing strategies and gradually move toward product standardization. As architectural decoration components become more standardized, the industry is making significant efforts to enter the home improvement market.
Gao Shi Stone Group and other "stone predators" have started entering the home improvement sector, reviving interest in this once-hot topic. At this year's Xiamen Stone Fair, it became common for stone companies to target the home improvement market.
Industry insiders believe that product standardization is the first challenge when stones enter the home improvement market. Representatives from various organizations, including Bai Lijiang, Secretary-General of the Composite Board Professional Committee of the China Stone Industry Association, Tang Yaojin from Shilangge Building Materials Technology Co., Ltd., Chen Yaodong from Nanan City 59 Yuan Stone Supermarket, and Chen Yingfeng from Nan’an City, shared their insights on this issue.
Over 200 stone enterprises are now testing standardized products. Bai Lijiang mentioned that the concept of standardization had emerged six or seven years ago, with major companies like Xishi and Huanhua collaborating to develop specifications. While brand promotion was emphasized, these efforts had limited success in reaching end consumers.
Around 2008, the stone composite board industry made significant progress in standardization. Today, over 200 Chinese companies produce standardized stone products, covering categories such as composite panels, TV backdrops, lines, water knife parquets, and full-body panels. Among them, composite panels have been the most successful, with over 20 brands adopting a ceramic-like marketing model and opening stores nationwide.
Tang Jinfa noted that while composite panels are a major success, they are not the only way for stone to enter the home improvement market. Traditional stone products can also be used, but standardization is essential due to diverse customer demands. Without it, production becomes inefficient, costs remain high, and companies struggle to scale up. Only through product, management, and service standardization can the industry truly enter the home improvement market.
The term "stone standardization" covers seven key areas: mining, design, production process, quality control, talent development, service flow, and product size and texture. In a narrower sense, it refers to product specification and texture standardization.
Chen Yaodong explained how 59 Yuan Stone Supermarket transforms raw stone into standardized inventory products using processes like surface treatment and size adjustment to make colors more uniform and designs more appealing. Meanwhile, Chen Yingfeng’s company has focused on standardizing TV backdrops and stone lines, developing modular solutions for easier installation.
Despite progress, challenges remain. Bai Lijiang pointed out that the biggest hurdle is designer mindset. Ceramic tiles are seen as standardized, while natural stone is often custom-cut. For stone to fully integrate into home decoration, designers must shift their approach—something that may take at least a decade.
Standardization is not just about products—it's about transforming the entire industry. By improving the standard system, the stone industry can achieve long-term growth and elevate its position in the home improvement market.
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