Youstone Website Opens a Door to the World of Stone Export

Youstone website was launched to provide all the information related to the stone industry, factories, mines, and other related businesses together in large-scale for domestic and foreign audiences; the idea which is- in view of its director, Mohammad Rassa- supposed to open a door to international markets for the stone industry of the country. The Youstone site is the first site which comprehensively provides the audience with this information and in this regard, its managers predict that they will achieve a significant success in this field. Lack of information in the view of the stakeholders of this site is one of the major causes of the low contribution of Iran in stone International Market and this site has been created to fill this gap. Read the interview of Economy and Exhibition with Mohammad Rassa:

Which role the Youstone site is supposed to have in stone marketing? 

In our view, this site has opened a door for the industry to the stone international market. We think that if we can implement all the ideas that we have, we will be successful in this field. 

Discuss about the ideas about how to set up this site and services that are supposed to be offered?

Because there is no comprehensive information in the stone industry, we came to the idea of launching a website aimed at informing in this area. This site is a database of stone industry in Iran, a source of information about mines, factories, merchants of stone and service providers as well as  machinery and equipment suppliers. Youstone is the first specialized pioneer of information in stone industry which was launched first in Persian and English and was inaugurated in this exhibition. But until next week, the information will be available to the audience also in Russian language. Also we plan to publish contents until next year into Chinese and Arabic and Italian as well, so that anyone from anywhere in the world could have access to the information about Iran stone. The second element of the site is content that in this section the information related to the world market of stone in target markets and latest technologies of stone industry are offered. Is it probable that a stone industrialist inside the country may not know what quantities the South Korean market has? What kind of stone does it consume? From which countries does it import? Which stones does Brazil produce and to where does it export them? This is the content sector in the site. The third pillar of the site is the service sector. Services that we offer, which electronic services are part of them, are the relationship between members, web advertising and informing members.

Another sector is special services. For example, our offices in China, Italy or South Korea which conduct trade negotiations or provide transport services, insurance services, information about the export is put on the site. That is enough information is comprehensively provided to a miner or exporter or manufacturer.

Fortunately, we don’t have any rival and we offer services to all. Exporters can trust us as much as a miner or manufacturer can. We have also a wide range of minor services such as the introduction of entrepreneurs of stone industry, the introduction of pioneers in stone industry, Encyclopedia of Public Information, introduction of standards and etc. which are of peripheral sectors in site.

When did you start?

The site was inaugurated yesterday simultaneously with opening of the stony industry exhibition. We started our work last year. We registered about 90 percent of mines and 50 percent of factories. We expect that it will take about two years to become a brand.

Do you have in mind development plans for the future? 

Development of services in other countries are of our long-term goals. Since an Iranian businessman needs to get familiar with the international markets, the large companies and factories, we are seeking to establish offices. Our aim is to establish a permanent exhibition in the buyer country.

The issue of branding is of our developmental goals, as no work has already been done on this particular area. Marketing and business services are also important goals. Since we do not exactly know what the market wants, We are seeking to develop mechanisms for accepting orders. We want to identify the large customers and confront them with the stone industry in Iran, so that products or orders will be provided.

What is the effect of this work on growth of the stone industry?

The most important issue is that the field of e-commerce in the country has not yet found its place. The stone industry also has traditional structure. The first step is to upgrade the status of e-commerce in the stone industry of Iran. To the extent that this issue develops, we will be able to give services. We should be able to do something in the next two years so that all stone industry holds this idea that it is a widespread and cheap method. Now in the world, 3 billion and 200 million people have Internet access and there are 7 billion mobile subscribers. In fact, 3 billion and 200 million people can be informed by the internet, so even if the stone industry be put in a general and cheap and fast direction, the way to serve more may be opened.

How do you evaluate the impact of the exhibition on the stone market? 

Unfortunately, since the economic situation is not favorable, the number of participants is low. Perhaps more than 8 thousand companies in the country are involved in the stone industry, including miners, factories, trading and service providing companies. But about 120 participants among these is very low and it must increase. Youstone website can introduce practitioners in the field more inclusively and effectively and at a low cost, and I hope that the prosperity of exhibition exceed in this way.

What is the status of Iran stone industry at the moment?

Unfortunately, the Iran stone industry already has tiny proportion in the world market. Turkey is the fourth stone manufacturer in the world and last year it had two billion and 600 million dollars of income from exports. And its program for 2025 is about 23 billion dollars, while Iran’s share of world market is just 200 million dollars. Stone market is a huge market, but our share of the global market is very low.

Shadi Sirous,

Journal of Economics and Exhibition

Excerpts from the interview session of ‘You-stone’ representative with Ms. Maria, Director of the ‘Expo Stone’ exhibition

What is the purpose of the ‘Expo Stone’ exhibition?

The ‘Expo Stone’ exhibition is a completely specialized exhibition, with mine owners, manufactures and traders being in attendance and stone products and machinery and equipment available to be visited. This exhibition is highly welcomed by the visitors. This year another exhibition titled as ‘Expo Center 2015″ also in this field, with wider dimensions and at several-fold expense was held in Moscow. As well as the attendance of stone activists, also construction companies, manufacturers and traders of building materials, designing and Interior decoration companies attended ‘Expo Center’; Whereas the current exhibition is completely specialized and is highly specific to stone and visitors merely search for stone or pertinent machinery. This exhibition is a golden opportunity for stone market activists from different countries to visit and start interacting with each other.

What is your idea about (How do you see) Iran’s stone’s place in the Russian market?

Iran’s stone is not common (is rare/scarce) in Russian market, but I know, with diverse and special colors, it can attain a good place in Russian market. On the other hand, Russian market is extremely wide.

I have already traveled to Iran; I have seen astonishing architecture of Takhte Jamshid in close proximity. Iran enjoys (possesses) rich mineral resources and longstanding background of a specific architecture. Hence Iran can attain a higher place in the arena of stone world trade.

How did you conduct the dissemination of information?

We conducted the dissemination of information using common methods such as ‘ Expo Stone’ website, communicating with mine and stone unions in different countries and also using media; we were well-received too.

About Iran, regarding this exhibition, I wrote a letter to one of the pertinent organizations in Iran to ask for cooperation and dissemination but unfortunately received no reply and in the following efforts I did not achieved any result.

We also corresponded directly with some companies; however they asked for a quotation, but we did not receive any official request for participating in the exhibition.

In your idea, what is the reason for the low turnout (attendance) of Iranians in this exhibition?

High expense of this exhibition may be a decisive factor; perhaps Iranian exporters take the cost of transportation into consideration too. This matter, regarding the type of stone and its destination in Russia, can be discussed.

However, I think that dissemination of information is a deciding factor too.

In some of the countries such as Turkey, manufacturers and exporters enjoy governmental support; certainly these circumstances are provided in Iran too. That is where timely dissemination of information, both in terms of adequate time for interested people to arrange to attend the exhibition and, if possible, in order to conduct timely consultations to enjoy governmental support, can be efficient to use.

You know that ‘ You Stone’s ‘ purpose is to support stone activists, facilitate and promote Iran’s relations in stone world trade and to provide required services. What is you suggestion for ‘ You Stone ‘?

We are very happy to become acquainted with ‘You Stone’ in this exhibition. After your yesterday interview with my assistant, Ms. Natalia, we held a meeting about this matter. She illustrated your activity; that you have drawn up a directory including up-to-date information of Iran’s mines.

In Russia, even the chamber of commerce will not provide such information. In fact, we hope that big steps will be taken; we are fully interested in this cooperation; we will sign a memorandum of understanding for future cooperation which its details will be discussed after the exhibition. We hope to see that Iran participates actively in the next year exhibition.

On the last day of Expostone 2015, in spite of his limited time and the crowd of attendances and customers around him, Mr. Zol-Ala, CEO of Alvand Stone Company as the only Iranian participant in the exhibition, devoted some minutes to us, sharing his experiences.

How do you evaluate Iranian stone trade in Russian market?

Russia is a grand country with great markets and diverse opportunities. So far, Iranian stone has not reached its proper status within Russian market.

And what is the reason, you suppose?

The reason is the lack of knowledge about Iranian stone. If branded as Italian, Iranian stone can well be sold right here in this exhibition three times more than its current price. An Italian brand is all they lack. Russians do not know Iranian stones. They worry the stones may include radioactive elements. We have not been successful in making our stones known to the world.

Except for an Iranian counterpart which last year participated at the exhibition, it is now three years that Alvand is the only Iranian participant in the exhibition. During these three years, we managed to make our products known to the global market. Russian great brands of stone, to which communication was not formerly possible even with prior appointments, are now becoming fans of ours and strongly demanding for our products.

Success in Russian market has its own difficulties, including relation-related issues and influence of Mafia networks on this trade; I feel, however, that Alvand has reached where he hoped to do.

Based on your experiences, what stones are probably more successful at Russian market?

We have numerous good stones; marble, granite, and onyx, however, are the ones which are of larger use to Russians.

We know that Russia has rich granite mines, and there are many Russian companies right here selling Russian granite. Chinese granite and granite of other countries are as well present in the exhibition. Now, would you consider it probable that someday Iranian granite be a great name of the field?

Yes, it is possible. As you know, Moscow is one of the most expensive cities of the world, and our final price at Russia is competitive.

Furthermore, due to Iran’s multi-climate conditions, Iranian stones are variously colored, which is unparalleled around the world. Diversity in color is one of the strengths of Iranian stones, making them well distinguished.

And about granite from other countries, yes, you are right. There are other countries, including China, who are active in the field. However, just put stones of ours and china beside each other and see how even in the appearance, Iranian stone shows its high quality when compared with those of China. And recognition of this difference does not need specialized knowledge on stones; every person can tell the difference with a mere look.

And what are your advices to other stone producers who are interested in entering Russian market?

This market can be an especially productive one regarding the two countries being neighbors, good political relations between the two, and Iranian stone capabilities.

We should set principles, the first and most important of which is to make our stones known to Russian market. I, once again, emphasize that due to its high quality and diverse colors, Iranian stone can well be a rival to world’s greatest brands.

Proper advertisement, through participating in such exhibitions, for example, is one of the means to achieving the aforementioned goal.