With the acceleration of the process of urbanization, the scale of small and medium-sized cities is expanding, and more and more buildings need heating. According to incomplete statistics, the coverage rate of heating tiles in the north is less than 2%. The annual potential market demand is no less than 300 billion yuan. If the CPPCC members of the two sessions put forward the idea of "extending winter heating to the south", the figure will be much more than 600 billion yuan! This means that in addition to the north as the main heating market, the blank market will be a huge "cake"! The rapid development of China's real estate industry in recent years has closely focused on the huge demand of building materials market associated with real estate. In 2014, the market size of China's building materials and home furnishing industry reached 4070.9 billion yuan, and the growth will continue. Ceramic tiles have always been the mainstream products in building materials. Until now, ceramic tiles have become an indispensable part of housing decoration. The future ceramic tile market has broad prospects! The heating market society continues to progress, and "warm in winter and cool in summer" has become the common demand of every household. People in both the south and the north have begun to add heating devices in indoor decoration. Nowadays, heating products are either cumbersome in installation and construction, or external pendants and other devices affect the use and beauty of space, while heating tiles have the advantages of beauty, durability, convenient construction, and ready to use, It can be said that it is an emerging blue ocean market! In recent years, health preservation and health care have become a hot topic. With the improvement of human material civilization, hot ceramic tiles, health is the common pursuit of mankind. Heating tiles can produce far-infrared radiation that is beneficial to health in the heating process to play a fitness function. This selling point will naturally be popular in the market!

The Ministry of Housing and Urban Rural Development issued a notice stating that "rough housing will be gradually eliminated", and the proportion of housing will continue to increase; The number of affordable housing has increased significantly, and the grade has also been constantly improved; The new rural construction and urbanization process have been vigorously promoted, and the real estate market has been growing and expanding in full swing, stimulating a huge decoration market. The sales prospects of ceramic tiles of different materials have also been booming! Ceramic tiles have become the materials for people's floor decoration and are widely popular in urban and rural areas due to their advantages of easy cleaning, simple maintenance, good fire prevention, waterproof, anti-corrosion performance, environmental protection, pollution-free and so on. Therefore, no matter in the south or in the north, urban or rural areas, as long as houses are decorated, heating bricks are an economical choice. For example, there are thousands of patterns of heating bricks for commercial and civil use, and the consumption level is from high to low, which can meet various decoration needs, and the market potential is huge. Moreover, heating bricks are directly supplied by their own factories, which are of high quality and low price. The low-end price and wonderful enjoyment naturally make them a good choice for decoration. Therefore, the prospect is a vast project opportunity.

In recent years, the rapid development of the world's real estate industry has made great progress in the production and consumption of heating ceramic tiles in the world. Due to the wide variety, large quantity, good quality, complete high, middle and low grade products, large choice and appropriate price of China's heating ceramic tiles, The proportion of China's thermal tiles in overseas markets is increasing. After decades of development, China's thermal tiles have also made good achievements, and gradually formed the pattern of five major production areas in Guangdong, Shandong, Fujian, Jiangxi and Sichuan. In addition, the high, medium and low markets of the whole heating ceramic tile market are pyramid shaped, in which the market accounts for 10% (20% in Shanghai, Guangzhou and Beijing), the middle end market accounts for 25%, and the low-end market accounts for 45%.

With the winter temperature getting lower and lower every year, looking at the domestic heating situation, there are few users who install heating at present. Except for northern cities, there are few heating units, and there are no heating units in rural areas. The survey shows that with the change of climate and the improvement of economic conditions, the demand for heating products in China has become more and more vigorous in recent years. According to statistics, China's plumbing and electric heating industries have maintained a growth rate of more than 30% in recent years, and the competition is becoming increasingly fierce. And now more and more houses are built and more people are buying houses! New house decoration, old house reconstruction, people's consumption demand for decoration has been all the time, which drives the home floor decoration market increasingly hot. Data shows that the total output value of China's furniture building materials and building decoration industry accounts for 10% of the total output value, which is about 4.7 trillion yuan. Enter the new blue ocean of multi-functional floor tile new building materials, and easily win great wealth.

1. The overall market supply of heating ceramic tiles is less than demand. At present, there are 15 ceramic tile manufacturers in China, which produce 200 million square meters of ceramic tiles every year. Their production capacity is far less than the market demand.

2. Advanced technology, low design level and lack of personality. Among the building materials products whose national standard is higher than the European standard, heating ceramic tile is one of the few building materials products. For example, among the parameters such as surface flatness, edge straightness, squareness and wear resistance, the national standard is more than 2 times higher than the European standard, especially in the quality of polished tiles, which has reached the advanced level at home and abroad. However, because most domestic manufacturers are middle and low-grade products, and enterprises are in the initial accumulation stage of capital, they have little investment in design and research, and their new product development and personalized product design are far inferior to those of Italy, Spain and other countries.

3. Low marketing level, blind multi brand strategy. In recent years, the multi brand strategy seems to have become a popular trend in the development of ceramic enterprises, and it seems that not holding several brands in hand has lagged behind others. However, enterprises have not really adapted to the strategy and requirements of the implementation of multi brand strategy. Just changing the name of the same product has not been recognized by consumers.

4. Industry polarization is serious. Well known brands have already occupied a stable position in the market. Brand image, brand effect and brand service are deeply rooted in consumers' hearts, and there is no opportunity to join in the market; The workshop type production enterprises lack brand protection. The marketing thinking of simply entering the market at a low price, selling goods at a low price, and low in and low out has been destroying the industry norms. Many franchisees have no access to hot money.