Lead: Cement is closely related to our life and can be seen everywhere. So what is the situation in the cement market? Below, I have compiled a cement market survey report for you. Welcome to reading.
Cement market research report
I. Overview of the real estate market
1.04 ~15 September real estate construction area and cement consumption
15 years is now 10 years, and the cold season is about to enter. The growth of the construction area from 10 to 12 is very limited, but it should still reach the level close to 2007 (the above data comes from the Statistics Bureau).
The above table shows the structural cement consumption of real estate construction projects, that is, the cement consumption of commercial concrete. The calculation basis is C30 strength No.42.5, 350kg/ m3, accounting for 30%. No.32.5 is 380kg/ m2, accounting for 70%, and the required concrete per unit construction area is 0.5m3, 180kg/ m2.
Non-structural cement consumption is masonry, plastering and ground mortar. According to Shanghai's experience, the unit construction area needs 0.29/ ton mortar, which is roughly 40kg cement.
The concrete consumption per unit building area is about 3.4 times that of mortar.
In 2004, local cement enterprises in Dalian actually sold 5.98 million tons of cement, local cement enterprises sold 5.04 million tons, exported 40,000 tons and sold 900,000 tons from other cities. The demand for real estate cement accounts for 62.65%, which is the absolute demand for cement. From this, we can roughly infer the annual cement consumption in Dalian.
2.06 ~ 65438+September 2005 analysis of the total land transaction in four districts of the city.
As can be clearly seen from the above table, the land transfer volume in 15 has dropped significantly. The first reason is that after several years of sustained and high-speed development, the amount of land transfer in the four districts has been very limited. The second reason is that 15 in July, real estate development began to slow down obviously, and investment was very cautious. The sharp decline in land transfer can explain from one aspect that real estate development has entered the autumn and winter season, which has a great impact on the cement industry.
3.2065438+Up to September 2005, land transfer and planned construction area of four districts in the city (data source: Bureau of Land and Resources)
The total land is 88.89 hectares, with a total construction area of 210.4010,000 square meters. Concrete needs about 378,700 tons of cement and mortar needs about 84,200 tons, totaling 462,900 tons. Most of these 65,438+06 projects have not started in 2009.
As of September, the distribution of land transfer quantity in Dalian 15 (flat)
As of September, 15, the distribution of building area corresponding to the land sold in Dalian (grade)
4.20 15 information of buildings under construction in four districts of the city (data source statistics bureau)
Six projects were started in Ganjingzi and Shahekou District, and Zhongshan and Xigang started 1 one, totaling 14, with a total construction area of 1, 706,5438+0,900 square meters.
Most of the demand for engineering mortar cement was reflected in 2009, but this work needs to be carried out immediately.
I won't repeat the details.
20 15 distribution of newly started buildings in four districts of the city (flat)
5. Real estate and cement
The demand for cement in real estate construction projects is divided into two stages: structural demand and non-structural demand.
After several years of implementation of the demand for commercial concrete and cement, the government has completed all the structural adjustment of supply, demand and control; With the continuous implementation of the government's compulsory "pushing away" and "banning cash", the supply and demand structure and management and control structure have undergone earth-shaking changes, which is not only a severe market test but also a rare market opportunity for cement production enterprises.
For cement sales staff, how to quickly adapt to the fundamental impact brought by policy changes and changes in demand channels is a severe challenge and test, especially for old cement sales staff, but also a new market opportunity for new cement sales staff.
5. 1 structural demand stage: the demand of commercial concrete for cement accounts for about 82% of the demand of local cement.
The demand for commercial concrete and cement is all concentrated in the mixing station. There are 72 mixing stations in Dalian. In 2007, the whole industry sold 1 1.59 million cubic meters of concrete, and the total demand for cement was a little over 4 million tons. The mixing stations in the fourth district of Dalian are mostly concentrated in Gansu, the largest of which is Toarey Yang Building Materials, which sold 600,000 cubic meters in 2007 and is expected to sell 105. The main cement is Wudao, followed by Xiaoye Tianhe Jinshan, followed by Jinhe of Guangjin Group, with Jinshan as the main cement, and Looyee, Yongxing and Albin as the third grade.
From the point of view of sales, the decision-making power of this part of cement selection is concentrated in the hands of decision-makers in each mixing station, and the commercial concrete management department is responsible according to the division of labor of our company.
5.2 Non-structural demand stage: the demand of mortar for cement accounts for about 65,438+08% of the demand of real estate for cement.
5.2. 1 Supply and demand impact of policies
Summary of Notice on Prohibiting Mixing Mortar on Site within a Time Limit for Construction Projects;
1, "no cash" requirement:
1. 1 Since August 20 1 and 20 15, all construction projects in Zhongshan District, Xigang District and Shahekou District are prohibited from mixing mortar on site, and commercial mortar must be used.
1.2. Since July 1 day, 2009, all construction projects located in the urban planning area, high-tech park and development zone of Ganjingzi District are prohibited from mixing mortar on site, and commercial mortar must be used.
1.3.2065438+July 10, all construction projects in the urban planning area of Lushunkou District, Jinzhou District and Changxing Island Lingang Industrial Zone are prohibited from mixing mortar on site, and commercial mortar must be used.
1.4. Other districts (cities) and counties within the urban planning area should carry out the pilot work of using commercial mortar, and the specific "no appearance" time will be determined separately.
2. For the construction projects located in the "no-release zone", it is forbidden to pile up sand, gravel, cement, etc. Used for mixing mortar in construction site.
According to the requirements of the Notice, the demand for cement for construction projects in Zhongshan District, Xigang District and Shahekou District has changed from the original demand of builders to the demand of commercial mortar manufacturers, and other areas have temporarily entered a transitional stage. Although it is not completely banned at present, it is only a matter of time before the demand of fully commercialized mortar manufacturers.
5.2.2 Catalogue of Commercial Mortar Production Enterprises in Dalian
As of August 4, 20 15, there were 6 registered enterprises15.
1, ordinary ready-mixed mortar of Dalian Zhongyuan Building Materials Co., Ltd.
2. Dalian Longyi Building Materials Co., Ltd. Ordinary ready-mixed mortar
3. Dalian Jinhe Concrete Products Co., Ltd. Ordinary ready-mixed mortar
4. Ordinary ready-mixed mortar of Dalian Junfa Concrete Co., Ltd.
5. Ordinary ready-mixed mortar of Dalian Tongxin Concrete Co., Ltd.
6. Dalian Yatian Commodity Concrete Ordinary Ready-mixed Mortar
7. Ordinary ready-mixed mortar of Dalian Hanna Concrete Co., Ltd.
8. Ready-mixed mortar of Dalian Asia Concrete Co., Ltd..
9. Ordinary ready-mixed mortar of Dalian Great Wall Concrete Manufacturing Co., Ltd.
10, ready-mixed mortar of Dalian Wuzhou Concrete Co., Ltd.
1 1, ordinary ready-mixed mortar of Dalian Liao Yu Construction Group Co., Ltd.
12, ordinary ready-mixed mortar of Dalian Tielong Concrete Co., Ltd.
13, ordinary ready-mixed mortar of Dalian Ji Ye concrete co., ltd.
14, ordinary ready-mixed mortar of Dalian Sheng Tao Engineering Materials Co., Ltd.
15, ready-mixed mortar of Dagushan Commodity Concrete Co., Ltd. in Dalian Bonded Zone.
16, ready-mixed mortar of Dalian Jialong Concrete Co., Ltd.
The above-mentioned enterprises have the production conditions, and the products have passed the inspection by the statutory inspection institutions, and the inspection reports are complete.
5.2.3 Existing problems
Our company's market division in the main city, according to the current market situation, after July 1 in 2009, there was an overlapping situation. Commercial concrete and commercial mortar are both the same enterprise, so the sales staff of the two departments have many problems in tackling the problem of the same enterprise. Please refer to the leaders.
5.2.4 Changes in sales pattern of cement market
The use of building cement is briefly analyzed. According to the purpose, the cement used is usually divided into two categories: structural and non-structural
Structural cement mainly refers to the cement used for the foundation, beam, column, plate and wall of load-bearing structure, including two production methods: on-site pouring and factory prefabrication.
Unstructured cement mainly refers to the cement used for masonry, plastering, bonding and repairing in non-load-bearing structures and decoration.
At present, bulk cement is widely used in structural cement, and the proportion of bagged cement is decreasing.
Unstructured cement, except for a few finished mortars used in external wall insulation engineering, is bulk cement, and most of them are bagged cement.
5.2.5. The changing trend of cement demand side and cement supply mode of construction projects is closely related to cement users of construction projects, mainly including the following five categories: 1. Construction enterprises, 2. Concrete products manufacturing enterprises. Cement middleman, 4. Concrete mixing station and 5. Commercial mortar factory.
With the implementation of the national and local policies of "pushing away" and "banning cash" and the improvement of the technical level of building decoration construction, the number of bagged cement used by the first type of users will soon decrease; The proportion of bulk cement used by the second type of users will continue to increase; The demand for cement by the third type of users will gradually decrease; The consumption of bulk cement for the fourth type of users will increase steadily, and shaft kiln cement will no longer be used; The number of users in the fifth category will increase rapidly, and the demand for bulk cement will also increase accordingly.
5.3 Relationship between real estate and cement demand
Relationship between construction area and cement: According to industry experience, it is not applicable in Dalian, and the government documents clearly stipulate that the production of cement 325 will be completely stopped from 20 1 June 5/day, and 325 cement will be reserved for 1 month, so the minimum amount of cement used is 425. In addition, in the main urban area, Therefore, there are two main building structures: shear wall and frame. The above two factors will definitely have a certain impact on the dosage of cement. The experiment shows that the cement consumption per unit building area is 160~200kg, so the reference 180 kg/㎡ is more accurate, which is the relationship between the building area and cement, so we can grasp the cement consumption of real estate development projects of a certain scale.
Note that the cement here is only the demand for concrete, and the demand for mortar cement is about 40kg/㎡.
6. Distribution of qualified enterprises in real estate and construction industry (data source: Construction Industry Association)
6. 1 real estate enterprises
6.2 Construction enterprises
6.3 Distribution of cement-related enterprises in the real estate industry
Construction enterprises refer to cement-related and qualified enterprises, while real estate enterprises refer to qualified enterprises.
Second, the cement market overview
1. Local cement enterprises: As of April 9, 20 15, there were 56 cement enterprises with production licenses in Dalian, and the actual number was 54, of which 2 were repeatedly produced, 33 were closed, and finally there were 23 cement production enterprises, with a total cement production capacity of/kloc-0.50 million tons.
Tian Rui has the largest cement production capacity, Onota has the best quality and Dashui has the greatest influence. Wudao and Jinshan belong to the second group with moderate prices.
1. 1 cement production enterprises
List of certified cement enterprises in Dalian (as of April 9, 20 15)
1.2. Current situation of local cement production enterprises:
Dalian cement market is dominated by the following six local cement enterprises, among which Dashui and Xiao Ye Tian are the first group, Wudao and Jinshan are the second group, and Tian Rui, Jingang Tianma and Xinhu are the third group.
1.2. 1 Dalian Cement Group Co., Ltd.: The annual output of high-grade and high-quality cement is 1.9 million tons, and the brand is "Ocean Shipping", which is the most influential cement enterprise in Dalian with the highest market share.
60% of large-scale, key and influential projects in Dalian use dashui, which is the first local brand.
Because of Dashui's special status as a local state-owned enterprise, there are many government elements, and the long history of10/year, it is difficult to shake its position as the first brand.
1.2.2 Dalian Onota cement co., ltd: a sino-Japanese joint venture, established in 19, with an annual cement production capacity of 1.7 million tons, which is the second brand in Dalian after Dashui.
It is also the largest concrete mixing station in Dalian, a cement supplier of Toarey Yang building materials, and basically a special product for bridges.
Onota cement brand is "Huari" with a history of 19 years. Rooted in Dalian, quality first. Everyone knows it, and its price is relatively high. However, his contacts are extremely extensive. Many people in Noda are engaged in ready-mixed concrete. General Manager Sun of Toarey Yang Building Materials turned out to be the general manager of Onota, and his influence is obvious.
1.2.3 Dalian Tian Rui Cement Co., Ltd.: Tian Rui Group, the largest in Henan Province, ranked 10 in the country. In 2005, it entered Dalian and established Changxing Island Lingang Industrial Park, with an annual output of 4 million tons of cement. Due to the short time in Dalian and the strong market influence of Dashui and Onota, his dream of becoming the boss of Liaoning Cement was dashed.
Personally, I think the development process of Dalian Tian Rui has a very positive reference significance for the landscape.
1.2.4 Dalian Wudao Cement Group Co., Ltd. is located in the west of Xietun Village, Xietun Town, wafangdian city, with an annual cement production capacity of 1 10,000 tons. It is the main cement supplier of Toarey Yang Building Materials, the largest concrete mixing station in Dalian. Wudao is a famous brand in Dalian in 2007, and its price strategy is the best in the world.
1.2.5 Dalian Jinshan Cement Manufacturing Co., Ltd., formerly known as Dalian Jinzhou Jinshan Cement Factory, was founded at the beginning of 1998. In August 2002, it was restructured into a private joint-stock company with an annual cement production capacity of 6,543,800 tons. After several years of development, Dalian Guangjin Construction Group Co., Ltd., Dalian Albin Group Co., Ltd., Dalian Tielong Concrete Co., Ltd., Dalian Longyi Building Materials Co., Ltd., Dalian Yang Sheng Construction Engineering Co., Ltd., Dalian Dongte Real Estate Co., Ltd., Dalian Zhong Yi Real Estate Co., Ltd., Dalian Jinhe Concrete Products Co., Ltd., Dalian Toarey Yang Building Materials Co., Ltd. and many other powerful enterprises have become perennial users of the company, and the "Golden Stone Beach" brand is a famous brand in Dalian in 2007.
The brand should not be underestimated, and its influence is considerable.
1.2.6 Dalian Xinhu Cement Enterprise Group Co., Ltd., "Beixinhu" is a famous brand in Dalian in 2007, which gained market share mainly through price, with little influence.
1.2.7 Dalian Jingang Tianma Cement Co., Ltd. is a large cement enterprise jointly established by Liaoyuan Jingang Cement Group and Dalian Tianma Cement Co., Ltd., located in Wafangdian Fort, with an annual output of 6.5438+0.4 million tons of clinker and 2.2 million tons of cement.
The production line with a daily output of 4,000 tons of cement clinker was successfully put into operation on April 28th 15.
Jilin Liaoyuan Jingang Cement Group was established in March 2002. In just a few years, it has sprung up and developed rapidly. Now it has grown into the largest cement clinker production base in Northeast China and the second largest cement production enterprise in Northeast China, with an annual total cement clinker production capacity of 1 1 10,000 tons.
1.3 the cement production capacity of local cement enterprises has exceeded150,000 tons, while the actual demand is about 8.5 million tons. Supply exceeds demand, and the competition is becoming increasingly fierce!
2. Foreign cement enterprises
Due to the unique regional control characteristics of cement industry, foreign monks can't learn well and foreign brands are not competitive.
3. Cement for commercial concrete has been completely in bulk, and cement for mortar is still in bulk and bagged form at present, but the regional characteristics are obvious. The further promotion of commercial mortar next year will force the use of ready-mixed mortar and dry-mixed mortar. Because of the inconvenience of using ready-mixed mortar, it will be very difficult to popularize, so the application of dry-mixed mortar will be widely welcomed, but the high price of three times the cost of mixed mortar is the biggest resistance to popularization.
Three, the main city real estate market cement sales strategy and tactical requirements
(1) sales strategy:
1, demand for non-commercial mortar cement:
Due to the urgency of the lock-up period of mortar and the high cost of commercial mortar, before the lock-up period, driven by interests, the traditional situation of cement supply and demand of non-commercial mortar will continue until the lock-up period comes. However, considering the inspection efforts of government functional departments, construction enterprises will choose better cement brands to improve the quality of mortar in response to government inspections, which means that they have the opportunity to quickly enter the market for landscape.
1. 1, project selection strategy:
When choosing key breakthrough projects, we should try to avoid the key projects selected by Dashui and Onota. Generally speaking, large and influential events are their focus, and we will focus on medium-sized events, which is the strategy of "Tian Ji Horse Racing".
1.2. Model project strategy: In the medium-sized projects that we focus on, we adopt the strategy of "three guarantees and one key breakthrough", with the aim of ensuring one, achieving the goal of setting up a model project and quickly starting the market.
1.3. major project participation strategy: in the early stage of market development, major projects cannot be kept at a respectful distance from others. The strategy must be a participation strategy, aiming at the influence of participation, and relying on the influence of this participation to stimulate the influence of medium-and large-scale projects.
1.4. Brand competition strategy: Dashui and Onota are the biggest competitors because of the obvious regional control characteristics of the cement industry, so they should avoid confrontation with them in major projects. As for Tianrui, although it only entered the Dalian market in 2005, its brand status and influence are not comparable to those of Dashui and Onota. King Kong Tianma was put into production at the end of April 15, and its market influence has not yet formed.
In this way, our second group of competitors are mainly Tian Rui and Jingang Tianma, which may be the main competitors in the primary development stage of the market.
1.5 sales area definition:
Before July 1 2009, Ganjingzi District was the main non-commercial mortar area, and the high-tech park was closed for 65438+July 1 2000, but there were not many projects.
1.6 Definition of sales channel:
Cement sales of non-commercial mortar, the sales channels before the lock-up period, are mainly construction and civil construction enterprises, the contact department is the material procurement department, and the decision-maker is the vice president or general manager.
1.7 project information collection channels:
1.8. 1 Bureau of Land, Resources and Real Estate: mainly trading center information and bidding information.
1.8.2 Network: The network information is very rich, and valuable information can be obtained through various related websites.
1.8.3 Media: The three major newspapers, Peninsula Morning News, Dalian Evening News and New Business Daily, often publish relevant information and pay attention to their collection.
1.8.4 iron and steel production and sales units and other related enterprises should pay attention to establishing relations with their salesmen and obtaining information.
2. Demand for commercial mortar cement:
2. 1 Sales area: At present, it is mainly divided into three areas: Zhongshan, Xigang and Shahekou. Ganjingzi District after July 1 and High-tech Park after June 1.
The main areas are Shahekou and Zhongshan, especially Shahekou. There are many projects in 2009.
2.2 Sales channel: commercial mortar enterprises, currently 16, will gradually increase in the future.
2.3 Choice strategy of commercial mortar enterprises: At present, 65,438+06 enterprises all use ready-mixed mortar, and all of them are mainly engaged in commercial concrete, which has a certain foundation in the market. Gold and gold use Jinshan, Hanna and Asian water, and there is no room for manoeuvre in their own cement.
How to save 13 commercial mortar enterprises with key breakthroughs? According to their market position, they are divided into four grades: leaders, challengers, followers and vacancy seekers. What is the most valuable to cultivate? Followers! Therefore, we choose enterprises with market follower status as the key breakthrough direction. We can sign a supply contract with them, and then help them make the market, share the sales cost with each other or share it with us, and gradually cultivate them into market challengers, and the win-win goal will be achieved. This is a win-win strategy.
2.4 Promotion strategy: In the initial stage of market development, promotion is an effective means, such as one-time delivery of 50 tons, giving 10 yuan/ton discount, giving 10 yuan/ton discount, giving 500 tons/month delivery, and continuing to give 5 yuan/ton discount. Through such similar means to achieve the purpose of stimulating demand.
The premise of effective promotion is that the company's market pricing is reasonable. If the market price is too high, the promotion will lose its meaning, if the price is too low, the company's profit will be affected.
2.5 credit sales strategy: an effective means commonly used in the market, I am afraid it must be implemented, because now concrete companies are selling on credit to construction enterprises, and if they are not selling on credit to commercial mortar enterprises, they will never choose. The key to the problem is how to sell on credit! The method of credit sales of concrete companies is three in one. Although we expect to achieve three-in-one, considering the multi-directional supply of mortar enterprises, they may require four-in-one or five-in-one, so as to reduce the financial pressure or reduce financial risks. Therefore, according to the market situation, it is the key to flexibly determine the "N-in-one" credit sales method.
3. Other strategies:
3. 1 Tian Rui cement development reference strategy: Due to limited resources, it is not clear why Tian Rui is developing slowly and its market share is low. Because of the homogeneity of mountains, rivers and fields, we can learn a lot from them, which has certain reference significance for market development.
3.2 Enterprise strategy of participating in commercial mortar production: At present, there are only 16 enterprises in Dalian, all of which produce concrete and mortar, which has a great influence on the control of cement demand. The effective way to break this control is that we have control. The effective way is to set up or participate in concrete mortar enterprises. Relatively speaking, it is more effective to invest in shares! If the funds for various advertising planning in Dalian are 6.5438+million, it is more effective to invest in two concrete mortar enterprises! Dashui Group will invest in Hanna and Asia! How much "no cash" can promote the sales of concrete enterprises and how much it can promote mortar! In 2009, the mortar ban will now enter a perfect stage, and its promotion will be further expanded. Seize the opportunity is to seize the market!
3.3 Market Positioning Strategy: Although the current production capacity and sales volume of Shanshui have ranked second in the country, we must correctly understand our own strengths and weaknesses in order to facilitate market operation. If you position yourself in the Dalian market according to the second ranking in the country and make corresponding sales strategies accordingly, I think the market operation will be very difficult! The development of Dalian Tian Rui can be explained! If you ask about the landscape of Dalian, I'm afraid no one knows, but when it comes to conch, many people know it's this brand! The brand Shanshui is limited to Shandong, and few people in other places know it. Therefore, it can be said that the brand of landscape is difficult to achieve the second place in the country, and it is also difficult for Dalian landscape to rely on brands to stimulate demand. In this sense, Dalian Shanshui is a newly established cement company invested by Shandong enterprises. Perhaps this is the market positioning of Dalian Shanshui! From this point of view, if the corresponding market strategy is formulated, it may be considered to adapt to local conditions. From the point of view of the group, it may be called differentiated regional strategy! From the heart, it's hard to hear, but it's realistic!
(2), tactical requirements:
2. 1, attach importance to information: information acquisition should be cherished, and efforts to implement it are the true meaning.
2.2. Finding the right decision maker: Finding the right department and finding the right person is fundamental.
2.3. Ensure continuity: read it every three to five days, and finish it in a few days.
2.4. Pay attention to competitors: competitors have hundreds of tricks, which are higher than each other.
2.5. Self-promotion: I am the first to sell products, and pushing myself first is the key.
2.6. Know the decision-maker: You must find out each other's habits and do what you like to win.
2.7. Help others for yourself: It is hard to help him, and winning trust is fun.
2.8. Rebate problem: Please treat the rebate problem with caution, and the key issue is trust.
2.9. Accounts receivable: Accounts receivable are hard to say, and it is difficult to do without information.
2. 10, Pay a return visit to customers: Paying a return visit to customers is very important, and close relationship is the trick.
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