With a debate that highlighted the importance of consolidating a commercial policy for the stone sector, another episode of the Stone Summit was broadcast live to professionals from all over Brazil on Wednesday night (28). The structure, set up at the Qualitá Group headquarters, received the event’s mediators and guests to discuss how to add value and foster the growth of the stone sector by strengthening a value chain.
Responsible for mediating the transmission together with the Director of Milanez & Milaneze, Flávia Milaneze, the Director of Qualitá Sul, Raphael Oliveira, opened the event by unraveling the concept of ‘value chain’, which he described as “good practices in order to deliver benefits for the consumer”.
“It is important that the links in this value chain are united, as a single link is weak. Links with a strong weld make the difference”, he pointed out. Raphael also commented on the need to educate consumers through content generation. “Educated consumers know the value of things. But how to educate? First, it is necessary to acquire knowledge, understand what minerals are, the billions of years and processes that rocks go through before we can cut and deliver this product to the consumer”, he added.
The exchange of information and generation of content is very important not only to educate the customer, but also to transmit information and make sure that it reaches all the links in the chain. For the Director of Marketing and Sales at Granos, David Silveira, the first step is to understand the customer. “The first thing to generate value for our material is to understand the customer’s pain, so that we can go back to the chain and work. The weakness of the links hinders the transport of information in this process”, he commented.
Alicante’s Marketing Director, José Roberto Codato, raised the debate on the importance of organizing and uniting companies, with the support of trade associations: “We are not looking to create a chain. The chain exists, it needs to be organized. We need associations that can seek resources to invest in the chain and bring to the consumer what the stone is – through education, content, participation in events”.
The CEO of GS Mármores, Guto Bedetti, and the Director of Nordeste Mármores, Katiane Passos, also participated in the episode, who brought their perspectives on the relationship with customers and suppliers and highlighted the relevance and role of each member of the value chain, from the big industries to the distributors.
Katiane pointed out that large industries and marble factories need to work together. For her, all the links in the chain are equally important. “What would it be like if marble workers had freedom with industry owners, to the point that, with a commercial policy, they were able to think about a project together? Today, we have an open path for dialogue, for being able to call anyone and do a project together, with clarity and transparency. It is thinking about what can be done so that we can grow together, one step at a time”, he defended.
Guto, accompanying the other guests, also highlighted the importance of seeking knowledge about the materials, making clear to the consumer the differentials and advantages of natural products. “The person who works with natural material needs to give the product the value it deserves. When I start a project with an architect or anyone else, I think it’s very important to understand the product, to seek knowledge. Natural rock is here to stay. There’s nothing like it! People try to copy but, the natural product is second to none,” he concluded.
The Stone Summit is an initiative of Milanez & Milaneze, organizer of the Vitoria Stone Fair and the Cachoeiro Stone Fair, together with the sector entities Sindirochas and Centrorochas and has the support of Simagran CE, SinRochas MG, Revista Rochas, Cetemag and Rochativa. The fourth episode was sponsored by Sebrae-ES and the Italian company Pedrini S.p.A.