The cost of building ceramics is still a mystery to the outside world (data picture)
Aside from the chemical changes, the process of turning a piece of mud into a tile is not complicated. In general, kaolin is agitated to remove impurities and then enter the ball mill, and water is added to grind the raw materials, and then into the spray tower (a technology transplanted from the pharmaceutical industry) to evaporate water. After this step, the raw materials change. It became a ceramic powder.
The next step is very important. After the raw ceramic particles enter the press, the press has a mold inside. After the strong pressure stamping, the ceramic powder has formed a blank. However, the fresh-out body contains a lot of water, and if it is not removed, the high-temperature barbecue will burst. Then, before the body enters the furnace, it must be placed in a drying kiln for dehydration and drying, and finally sent to the furnace for firing.
After a high temperature firing of 1000 ° C or more, the body undergoes severe physical and chemical changes, and the ceramic is finally fired. The entire process takes about 40 hours. Different ceramic varieties, such as polished tiles, are processed by processing equipment after the ceramics are fired.
It is understood that in the production of ceramics, energy consumption accounts for more than 35% of the total cost, so the price of energy has a great impact on the cost of building ceramics.
So, what kind of legendary journey did the finished tile finally reach in the hands of consumers? How big is its profit margin?
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What is the ex-factory price of a square meter of tiles? Foshan senior ceramics expert Zhang Yongnong analyzed in an interview with reporters, this can not be generalized, the same is a square meter of tiles, some manufacturers price two or three hundred yuan, and some only need ten yuan This is related to the cost of brand, technology, labor, transportation, etc.
It should be pointed out that the ex-factory price set by the manufacturer is not the cost price. In the process of interviewing reporters, no company is willing to disclose the cost price information. The so-called factory pricing of enterprises generally refers to the market-guided price, that is, the number of prices that consumers see in the market, which is the production cost plus the profit, and the amount of this profit space is generally determined by the production enterprise.
Of course, this is not an absolute situation. Very few dealers even have chips that guide manufacturers to price. Zhang Yongnong revealed that a general agent of a well-known ceramics enterprise in Foshan has monopolized local sales in Sichuan. In the past, it was the price of the factory, and now it has become the price of his commanding factory.
In the exhibition hall of a leading ceramic enterprise in Foshan, the reporter once saw an exquisite ceramic tile with a price tag of up to 500 yuan per square meter. In an interview with reporters, the company said that dealers can wholesale this tile product at a 40% discount, and some large agents can even get more discounts.
A manager who worked in ceramics for eight years told reporters that he was able to get ceramic products at a 20% discount through personal relationships, but he also said that the price level could not be taken too much.
According to Manager Huang, the profit margin of ceramics can be up to four times the cost of production.
Who is the most interested in the cup?
In general, ceramic companies have a general agent in each province, responsible for local sales. In addition, some companies also have secondary distributors, tertiary distributors and so on. So, how is the profit of ceramic products distributed?
An insider gave an example to say that the manufacturer set a standard price of 100 yuan for a piece of ceramics, 40 yuan for wholesale to an agent, and a distributor may get goods for 60 yuan, and the last 100 yuan for consumers. The profit margin of the products of the production enterprises is generally between 10% and 20%. That is to say, the average profit of the ceramic products, merchants and enterprises that consumers usually buy is still more than 70 yuan. Among them, enterprises account for 10 yuan, first-class agents account for 20 yuan, and distributors account for 40 yuan.
However, this person also pointed out that the above is only a simplified example. Due to the impact of logistics, labor and other costs, and the terminal distributors often discount the interests to attract consumers, the profits will also be discounted.
Jian Rongkang, general manager of Jin Chaoyang Ceramics Sales, believes that the profits of Jiantao are actually not so exaggerated. At present, they have reached a reasonable level, but some experts do not agree with this view.
In the ceramic industry, dealers have the highest profit, manufacturers are small heads, ceramics is still a profiteering industry, Zhang Yongnong revealed that the home appliance industry is currently entering a low-profit era, compared to the ceramic industry profits are still too high. At present, many planning and sales talents in the home appliance industry want to enter the ceramic industry, which is also driven by interests.
The price is still half-faced
Consumers want to be able to buy the best products with the least amount of money. But when a person chooses a product, will he care about its cost? The facts show that consumers mostly rely on feelings and experience to decide whether to buy an item.
A piece of ceramic gives you a 50% discount. Do you think it is very favorable? The insiders believe that even after a layer of discounts, ceramics still maintain a certain profit margin, and it is impossible for businesses to do business at a loss. This is human nature.
In fact, many ceramic companies have also announced product prices through some channels to facilitate construction companies and distributors. However, the marketing director of a well-known enterprise in Foshan, Foshan, also pointed out that the ceramics they produce currently have a clear price on some of the data publications, but that is only the guide price, which is often higher than the price of real transactions.
As a manufacturing company, it is impossible to tell you the real reserve price. Zhang Yongnong believes that it is very difficult for laymen to know the real data. Even if the media wants to publish relevant price data, it can only be obtained from dealers or manufacturers. If they don't say the most real price, the announcement is just a reference number. After all, an industry has its own hidden rules.
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