Severe homogeneity of products and marketing and weak market competitiveness are one of the biggest problems in China's building ceramics industry. For ceramic enterprises, it has become difficult to attract investment through a single publicity and promotion method. So, what other ways can we directly attract customers? The author believes that participating in exhibitions is an effective way. Regarding investment promotion, the author has written an article not long ago.
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Recruitment and agency are like a large-scale blind date scene. Is it difficult to get married these days?
Today, we will continue the topic of investment promotion. The annual "double exhibitions" (Foshan Ceramics Expo and Tanzhou Ceramics Exhibition) in the building ceramics industry are great opportunities for ceramic companies to attract investment. During this period, some ceramic brands have always been able to seize the opportunity to successfully recruit customers; but some ceramic brands have not been able to do so. The reasons are worth reflecting on. Manufacturers don’t understand what dealers need? That's all a lie. It's one thing to know, but it's another thing to be able to do it or whether you're willing to do it. Only companies that sincerely seek profits for dealers can win their favor.
Next, the author will explain in detail the successful investment cases in the "double exhibition".
Big-horned deer: my product, speak for me
Highlights: Super Wear-resistant Thousand People PK Competition
Results: Successfully signed 69 customers
Everyone must still remember the much-anticipated "Super Wear-Resistant PK Contest". In addition to this brick-grinding action that became popular in the circle of friends, Big Horn Deer's super-wear-resistant marble tiles earned a lot of attention during the "Double Exhibition" , and the Thousands of Cities and Thousands of Stores Investment Promotion Conference held at its headquarters, which attracted a large number of dealers to actively participate. As of May 2, Dajiaolu Super Wear-Resistant Marble Tile has successfully signed 69 partners this year. It can be said that the investment promotion has been very successful.
Why is this brand so popular? I'm afraid you have to ask the dealer to find out.
Zhang Guiyun, general manager of the Dajiulu Super Wear-resistant Marble Tile Daqi Store, which has opened three stores in three years, said:
He is full of confidence that Big Horn Deer super wear-resistant marble tiles will enter the mainstream consumer group, because this brand really focuses on product quality. Only by truly being super wear-resistant and durable can we solve the pain points of consumer demand for products. It is this pain point that makes more consumers choose Bighorn Deer.
“When buying marble tiles, you must buy super wear-resistant ones. When you think of super wear-resistant ones, you will think of the deer.” This concept has been deeply rooted in people’s hearts, so now It can already be said that the product is endorsing the brand.
Golden Silk Road: Don’t play tricks, work pragmatically
Highlights: including store opening, survival, growth, and true empowerment
Achievements: Successfully signed 22 customers in one day
There is a brand that has set a goal of attracting 100 investors in 2019. More than 200 ceramic tile dealers came to the investment fair, but only 30 places were allowed. It is really strange.
This brand is Jinsi Road Ceramics. During the "double exhibition", the "Pragmatic·Start-up" 2019 Spring Win-Win Conference will be held. In one day, we successfully signed contracts with 22 dealers, and were negotiating with more than 15 interested customers at the same time, which was the envy of others.
Dr. Yin Hong said at the meeting:
“Win-win cooperation is not only the driving force for the development of modern society, but also the driving force for ceramic enterprises to become bigger and stronger. The ceramic industry is an industry with low attention. As a dealer, When it comes to the difficulties in the development of traditional channels and the impact of emerging channels, choice is more important than effort ”< /span>
The simple and crude three-guarantee policy was proposed at the meeting: Guaranteed to open a store, guaranteed to survive, and guaranteed to grow. Abandon all previous ceramic tile brand marketing routines, do not sign celebrities, truly empower, and actually help dealers grow and make profits. At the investment promotion meeting of Jinsi Road Ceramics, it was emphasized that the number of tiles is limited to 30, in order to accurately serve every customer. First, support a group of customers to survive, grow and make money, and then use benchmark stores to form a point-to-point effect to achieve a win-win strategic goal.
Lee Home Furnishings: Take out the sharp blade and break through the siege
Highlights: new design marketing + consumer experience upgrade + terminal empowerment
Achievements: 34 customers were successfully signed, and many more precise customers are being followed up
Cross-border, new retail, new marketing models and other banners are emerging one after another. How to reconstruct the terminal marketing model and forge ahead to capture the market is a headache for every terminal agent.
During this "double exhibition", Lijia Ceramics held the "There is a way to break the situation, who can compete" themed investment summit to share with the dealers present how to win here In the context of dramatic market changes and fierce competition, empower terminals to find new growth points and upgrade marketing strategies to buck the trend. There were more than 80 dealers interested in signing contracts that day. So far, 34 customers have successfully signed contracts, and there are still 20 or 30 customers who have been accurately followed up. They are indeed the leaders in investment promotion in the industry.
Pan Jingwei, General Manager of Lee Home Tile Brand, emphasized:
“We must use innovative thinking and innovative models to continuously upgrade services to meet the consumer demand of the market.”
There is an ancient saying: If a worker wants to do his job well, he must first sharpen his tools.
How to lead dealers to "break the situation" and use the following "sharp weapons" for household tiles:
(1) New design marketing: an artifact that helps the terminal to quickly sign orders--the Lijia Brick Paving King applet on the mobile phone;
(2) Image upgrade = consumption experience upgrade: Li Home Terminal Stores unify SI standards, comprehensively enhance brand image and product display effects, and only provide consumers with aesthetic consumption experience and better services ;
(3) Integrate resources to empower terminals:Jimei Art Institute was established and the China Residential Designer Forum [CRDP] touring forum was launched.
Jinke: Deeply cultivate channels and strive for the upper reaches
Highlights: Deeply explore new channels such as engineering, assembly, and designers, and help dealers step by step
Achievements: One investment fair successfully signed more than 30 customers, and more than 20 customers are still in negotiation
“It will be easy to make money if you have good channels,” most dealers say. I’ve seen others doing well in channels other than retail, but I want to follow suit but I’m afraid of not being experienced, not being suitable, and not being able to learn. However, there is such a brand that carefully, diligently and diligently provides channel assistance to agents.
Also during the "Double Exhibition", Jinke Ceramics Headquarters held the "Jinke·iF Designs the Future with You" business design seminar. The investment fair attracted more than 50 interested partners from all over the country, and 80% of the partners on site officially joined the Jinke family. You can sign more than 30 customers through one investment promotion meeting, and there are still more than 20 customers in the process of negotiation. You are also the king of investment promotion.
Fu Guowen, terminal operator of the marketing department of Nengqiang Group, the company where Jinke Ceramics is located, said:
“The marketing model of ceramic tiles is divided into three stages, from the beginning when product is king, to later when promotion is king, and now we have entered the era when channels are king.”< /span>
Jinke Ceramics is committed to the establishment of new channels such as engineering, decoration, and designers. Through the in-depth exploration of channels and a mature marketing and promotion system, the market layout has become more complete. At the meeting, Fu Guowen shared several practical cases: through the headquarters sending personnel to the store to provide assistance and hands-on training, local specialty stores have achieved: doubling the growth of engineering channels; cooperating with community model houses and complete decoration channels, a It has grown from scratch to 66 communities now; it has restructured designer channels and held a large designer salon for 200 people.
Co-sponsored by the Marketing Branch of China Ceramics Industry Association and China Ceramics Network
"Channel Fission, Market First - China Ceramics Network Terminal Market Research" - Nanjing Station
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(Author: Hong Xiaochun)
