新恒隆集团第八期：家居行业信心重建，长期主义实践

Building Materials Industry Transformation: A Comprehensive Look Building Materials Industry Transformation: A Comprehensive Look

As the incremental benefits of domestic urbanization wane, the home and building materials industry has officially completed its stage shift. The ceramics track, as a core component of human settlements infrastructure, is undergoing a comprehensive structural reconstruction across the supply, consumption, and channel ends. The industry is facing multiple contradictions, including overcapacity, homogenized low-price competition, declining channel traffic, and the upgrading of consumer demand. The single evaluation system of "size matters" that has persisted for over a decade is losing its direction amidst cyclical fluctuations.

With "survival" becoming the main theme, the industry needs more than just survival strategies; it requires a clear self-examination.

At this critical juncture of industry transformation, a platform with six years of industry experience, in collaboration with NetEase News Home and ChaoTan Media, has launched the "Billion Home People" benchmark interview column. This column goes beyond the superficial narratives of business operations and product channel data, focusing on the macro perspective of industrial development. It invites benchmark figures from various home and building materials tracks to join live broadcasts, analyzing real and actionable breakthrough paths from trend judgment to strategic implementation, marketing innovation to organizational evolution.

【Billion Home People】

This episode invites Luo Haobin, Chairman of New Henglong Group, for an in-depth conversation. This entrepreneur, who has been involved in the ceramics industry for nearly three decades, outlines a real picture of industry pain and reconstruction with a series of observations that directly address the essence of the matter.

【Left: General Manager of Intelligent Manufacturing Alliance: Zhang Yingquan, Right: Chairman of New Henglong Group: Luo Haobin】

The essence of reshuffling is value return

"Over the next three years, the industry will eliminate 50% of companies." Luo's judgment is not based on pessimism but on an objective fact: severe overcapacity.

Over the past two decades, the ceramics industry has accumulated a huge supply of production capacity during its rapid growth. When the demand end suddenly contracted due to the deep adjustment of the real estate market, supply and demand imbalance became the first domino to fall for many companies. However, a more profound problem is that a large number of companies have lost their self-positioning in homogenized competition and can only survive by relying on price.

However, Luo does not agree with the pessimistic view that "the ceramics industry has no future." In his view, the end point of this round of reshuffling is not the extinction of the industry but the reconstruction of the ecosystem. When inferior production capacity is eliminated, when consumers are no longer led by price, and when enterprises understand "value" from slogans to action, the industry will enter a healthier stage of development.

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