Recently, the Summary Meeting of Sales Work of Yunnan Cement Building Materials Group and Huarun Building Materials Science and Technology West China Region in 2023 was held. Some important points were put forward at the meeting, which were sorted out roughly as follows:
1. & nbsp; Share, price, share is the foundation and profit is the purpose. To ensure a high share of the core market and improve the status of the industry, we should not only achieve the first regional productivity, but also maintain the first market share and maintain the brand premium of the core market.
2. & nbsp; Pushing the wrong peak to promote competition and cooperation. Actively promote and implement peak staggering production, adjust the contradiction between supply and demand, lead the healthy development of the industry, and pursue the symbiosis and win-win situation of the industry.
3. & nbsp; Increase focus on competitors. Take the initiative to analyze the market strategies of major competitors in the region, not only to take the initiative to re-price, but also to take the initiative to adjust prices close to the market.
4. Strengthen the use of non-price competition means. Starting from improving product quality, customer service ability and strategic cooperation, we will explore the use of more competitive modes.
It can be seen that Yunnan Cement Building Materials Group and China Resources Building Materials Technology West China Region will not only maintain and seize the share as the main task, but also have the price; they will not only strengthen their competitiveness and go all out to seize the market, but also promote competition and cooperation to achieve a win-win situation in the industry.
To this, the author cannot help producing doubt: Grab share, strengthen competition and promote competition to cooperate, beg win-win whether contradiction?
To ensure that the production capacity is at a high level, it is doomed that enterprises should try their best to produce and sell more and reduce the shutdown of kilns outside the prescribed peak staggering days. Under the condition of unchanged or even reduced demand, the increased supply can only be digested by opening up the market and increasing the share.
Under the background of tightening demand, the market competition is particularly fierce, the national cement price is generally running at a low level near the cost line, and the profit of the cement industry is also extremely compressed. In the case of extremely low prices, cement enterprises need to maintain profits through "volume".
Recently, Jidong, Huarun, Tapai and other enterprises have publicly stated that the share will be the top priority of future work. When the "cake" is getting smaller and smaller, if you want to "eat more", others will have to "eat less". At least in the matter of share, the author believes that there is no possibility of "symbiosis and win-win", and the "share war" in the cement industry will only intensify.
Excessive pursuit of market share and neglect of price maintenance can easily lead to the whirlpool of low-price competition, which not only damages the profits of enterprises, but also has a negative impact on the healthy development of the industry. Of course, the expansion of market share does not necessarily mean that price must be sacrificed. It is also mentioned
above that "we should strengthen the use of non-price competition means, and explore the use of more competition modes from the aspects of improving product quality, customer service ability and strategic cooperation". Adjust the marketing strategy according to the market demand and regional characteristics, and build non-price competition barriers by improving the ability to serve customers and deepening strategic cooperation, so as to achieve the balance between market share and reasonable premium.
However, in the context of a serious decline in market demand and the difficult survival of the downstream market, how much help can non-price competition bring to enterprises to increase market share?
Under the industry situation of "more monks and less porridge", it is difficult to achieve win-win situation in the industry. For enterprises, on the basis of stabilizing and expanding market share, seeking a relatively reasonable price is the core of market strategy in the downward period of the market.
At present, the national market demand is shrinking and the profitability is weakening. How should cement enterprises spend their time? What challenges and opportunities will we face in the future?
On March 28-29, China Cement Network will hold the " 13th China Cement Industry Summit and TOP100 Award Ceremony " in Hangzhou, which will invite experts and scholars, China Railway and other construction units to discuss the new trend of future cement industry development and cohesion. Create the future together! At the meeting, Li Kunming of the Cement Big Data Research Institute will give a brilliant speech on the development trend of the cement industry. Hurry up to sign up!
