Wen/Si Tao
In 2019, there has been a popular saying in the ceramic industry: 2019 may be the worst year in the past ten years, but it may be the best year in the next ten years. Unexpectedly, it turned out to be a prophecy, because 2020 will be more difficult than 2019. Under the huge impact of the new coronavirus epidemic, ceramic companies faced extremely severe tests at the beginning of 2020, with delays in resumption of work, traffic restrictions, market closures, and declining sales...
However, there are still many companies that have faced the difficulties, taken the initiative, and through hard exploration, have successfully reversed the situation and achieved good results in some aspects. Investment promotion is one of them. Through continuous observation and careful analysis, Zhongtaojun discovered the "little secrets" of many companies' strong counterattacks in investment promotion. These "little secrets" can not only solve the brand's long-standing problem of "difficulty attracting investment", but also point the way for new merchants who are eager to enter the ceramic industry.
Strong Hui Ceramics
Adapt to changes and quickly adjust investment policies
As for the future of the industry, the biggest constant is change.
Since the beginning of the new year, Qianghui Ceramics has quickly adapted to the changes brought about by the epidemic, made appropriate adjustments to the past investment promotion methods, expanded from Guangdong to cities across the country, and gradually resumed investment promotion work. Qianghui Ceramicsgives more attention and support to dealers in areas with severe epidemics, and provides guidance and assistance to poor areas to resume work and production,Continuously practice corporate social responsibility with practical actions.
At the same time, Qianghui CeramicsMake full use of the advantages of the Internet By cooperating with Toutiao, Douyin, CCTV, China Ceramics Network, Jintang Awards, ID+C and other platforms, we will use a powerful advertising matrix to build momentum and build brand awareness; Utilize the Tmall platform to attract traffic, corporate WeChat training, sales assistant applications and customer retention, etc., to provide all powerful technical support to help dealers negotiate orders and get rid of sales difficulties; < strong>Specially launched new business support policy: 45 days of whole store quick installation system support, advertising assistance, channel operation assistance, warehousing and logistics support, strong product support, marketing event planning support, team training Nine major new business supports, including promotion support, precise store design support, and high decoration subsidy support, protect the growth of new businesses.
Qianghui Ceramics has made drastic adjustments to its investment policies, providing timely assistance to dealers trapped by the epidemic, empowering dealer development, and obtaining distribution including new contracts. The merchants unanimously approved.
The dealers of Qianghui Ceramics in Huidong Gangkang Town are very optimistic about the development of Qianghui Ceramics. “We agree with Qianghui’s business philosophy and recognize the quality and market reputation of Qianghui’s products, so we want to work together with Qianghui. , to create a better future together.”
The dealer of Qianghui Ceramics in Shantou Chaoyang Gurao believes that manufacturers and dealers complement each other. "In a downturn in the market, we need manufacturers with steady development, so we chose Qianghui. The dealer must survive first. The premise is the simplest. Even if the manufacturer is still there, for the same reason, the manufacturer needs good dealers to maintain the credibility of the brand and the reputation established by the terminal, and the dealers also need good manufacturers who are strong enough to withstand the impact of the market downturn. ”
Eagle Brand Ceramics
Lay out small stores and open a new retail model
From the data of the China Ceramics Network Investment Helper Platform, in recent years, more and more new merchants have reduced their investment budgets, and dealers who want to join with small assets are constantly emerging in the terminal market, and these customers will It is a new opportunity for ceramic companies to open up the market. In 2020, Eagle Brand Ceramics will focus on these customers, layout Eagle Brand stores, and launch a new Eagle Brand new retail model.
It is understood that Eagle Brand Store is supported by the "1+N" system, with an area of 50-200 square meters, and can be easily operated by two or three people. It only takes Requires starting from 100,000, small investment, quick profit. Eagle Ceramics has made a full set of standardized designs for stores with different areas, different market functions, and different customer groups. From store location selection, material selection guidance, design plans, construction guidance to product sampling, the full set store process is closely connected, and Large renovation subsidy allows new businesses to join without worries. In addition, this year, Eagle Ceramics will deploy more central warehouses across the country. There will be super value flash sale products every month to provide strong assistance to reduce the burden of new merchants. OPERATING PRESSURE. The soon-to-be-launched National Marketing Tool will help new businesses attract traffic, link online and offline, and open up retail channel traffic entrances. Live broadcast events and circle marketing activities provide strong traffic support.
Diversified professional assistance makes dealers confident in the development of Eagle Ceramics and strengthens their belief in working with Eagle Ceramics.
▲Eagle Ceramics Dongguan Tangxia dealer Ji Changlei
“The reputation of a brand in the market isChoosing the primary goal of your business can be a lifelong endeavor. The brand heritage and product structure of Eagle Ceramics are obvious to all in the industry, so I choose to operate it carefully. ”
——Eagle Ceramics Dongguan Tangxia dealer Ji Changlei
"Eagle Ceramics has a history of 46 years. It is a well-known brand in the market and is very trustworthy. Moreover, Eagle Ceramics' products are highly competitive, cost-effective, and of guaranteed quality, and are very popular in the market."< /p>
——Eagle Brand Ceramics Anhui Tongling dealer Zhao Changbao
Hui Subtile
Multi-modal investment promotion, enriching dealer franchise methods
The changes brought by the epidemic to the ceramic industry are huge, especially since they are stuck in one place and cannot travel, companies cannot hold investment meetings, and they cannot participate in offline exhibitions. How can new business come in? live streaming. The booming live broadcast wave has also spread to corporate investment promotion. Now is the bonus period for online investment promotion. Many ceramic companies have developed new models of online live broadcast investment promotion, and Huiya Tiles is one of them.
It is understood that since this year, Huiya Tilehas increased its efforts in network optimization, promoted live online investment promotion, and introduced new methods to Potential dealers promote the brand. In addition to the traditional investment promotion and franchising, Huiya Tile has launched a new model in this year's investment promotion, actively developing project dealers, package investment, complete equipment investment, etc. Refining terminal franchise needs, using multiple models to keep up with changes in market development, and enriching franchise options for dealers.
A dealer said: "I chose Huiya tiles mainly because of its good competitive advantages." As a company with a 22-year history of development, Huiya tiles have focused on product quality for many years and have gained a strong reputation in the market. It has a good reputation in the industry and has obvious competitive advantages in terms of brand reputation, scientific research strength, and product strength.
In addition, Huiya Tiles has always strongly supported dealers and has been widely praised by terminal dealers, such asFree decoration storeThis item. You must know that ceramic tiles are semi-finished products, and your store must be beautifully decorated to attract consumers to buy. Decorating a store often costs tens or even millions, which is a lot of expense for a dealer who has just started a business. Huiya Tile was in urgent need of dealers and proposed to provide free design and free store decoration upon signing the contract. This move became Huiya Tile I sucked in a lot of powder.
Gold Italian ceramic tiles
Leading product, positioned as a high-end texture ceramic tile brand
In the ceramic industry, when talking about Jinyitao, people will immediately think of its industry-leading product style and strength. Jinyitao is also deeply loved by consumers and designers with its strong product strength. . In 2020, Jin Yitao shifted from "marketing" thinking to "service" thinking, paid more attention to customer service and experience, and launched a three-dimensional product portfolio,3.0 management systems such as store upgrades, brand communication empowerment, and carefully selected policy services seek like-minded people from a new perspective of value.
In 2020, the Jinyitao brand will be upgraded. It will concentrate resources and advantages to create a high-end texture ceramic tile brand, and the new store will also Transforming from sales to service and platform, taking a key step in upgrading from traditional stores to digital stores, helping dealers build integrated home furnishing flagship stores.
It is reported that Jinyitao's new 3.0 standard store is designed by Mr. Sun Huafeng, vice chairman of the Interior Design Branch of the Architectural Society of China and senior designer. The 3.0 standard store uses the art museum as a design prototype, integrating popular trends and original design elements to connect people, art and life through enhanced scene-based design, with new facade logos, circulation planning, soft lighting, Regional divisionconveys the high-end quality of the brand, breaks through the cycle of homogeneity, and creates differentiated competitive advantages.
Yes Strong ceramics, Asian ceramic tiles
Diversified services, endorsed by strong brand strength
There are many new merchants entering the ceramic industry who have no industry experience or a low industry foundation. However, they also have urgent needs to join. At this time, it is relatively safe to choose a brand with a strong background. If you can Strong ceramic.
Nengqiang Ceramics is the only manufacturer with a retained production base in Foshan in the ceramic industry. It has strategic cooperation with more than 30 of China's top 100 real estate companies. It has been the preferred supplier of China's top 500 real estate development companies for 4 consecutive years and has won the title 7 times.With the title of "Top Ten Ceramic Brands" of China Ceramics Network, there is no doubt about its strong brand strength.
For assisting dealers, Nengqiang Ceramics has already formed an effective marketing operation model. Short videos, self-media, Internet celebrity live broadcasts, and social marketing are all connected across the network, creating a new marketing model driven by online + offline bidirectionality, six major franchise support policies, core core strategies of central warehouses, and a 45-day efficient model for quick installation of the entire store. , one-to-one assistance for opening and other diversified services, truly realizing zero-pressure, low-investment franchise for new businesses.
The strong background strength and perfect support services have enabled Nengqiang Ceramics to receive good news about investment and continue to sign contracts with customers. On April 23, Nengqiang Ceramics issued a good investment news. Since the beginning of the year, Nengqiang Ceramics has successfully signed contracts with 7 cities, with a total of 80 intended customers.
Asia Ceramics is one of the top 500 brands in Asia. It has obtained the "Green Factory" certification issued by the Ministry of Industry and Information Technology. It has specialized in product quality for 47 years and is a ceramic tile supplier for many famous landmarks around the world. Since the beginning of the new year, Asia Ceramicshas shifted its investment focus online. While strengthening online services, it has invested resources in launching national new product live broadcasts and other activities, and participated in large-scale industry online events. Go to exhibitions, lay out channels in more diversified forms, and open up investment invitations.
Difficulties best reflect the strength and responsibility of big brands. During the epidemic, Asia Ceramics formulated a series of targeted dealer support policies, actively promoted them in terms of funds, inventory and logistics, and laid a solid foundation to ensure normal terminal operations. In the current difficult times, Asia Ceramics has not turned a blind eye to the pressure from dealers. Instead, it has provided more professional services and higher-quality policies to help dealers tide over the difficulties. Such a brand full of humanistic care deserves the terminal dealer trust. At present, terminal stores of Asia Ceramics are popping up everywhere, covering Shanghai, Beijing, Shenzhen, Hangzhou, Nanjing, Wuhan and other cities across the country, and have even successfully entered international markets such as Thailand and Malaysia.
Laideli Ceramics, Lee Home Ceramics< /span>
Business-friendly actions accurately address dealers’ pain points
Investment has always been a difficulty faced by ceramic companies. Why? In addition to dealers becoming more rational, there are also reasons why companies cannot solve dealers' pain points.
In the era of innovation and change, Li Home Ceramics launched the online investment promotion activity of Li Business Action in accordance with the changing trends, giving customers of the first online investment promotion meeting in 2020 to enjoy priority privileges: priority in exhibition hall design, Priority is given to personnel training and operations teachers to give priority to help dealers who are temporarily unable to open due to the epidemic to prepare in advance. At the same time, eight major policies are promised, < strong>No matter what the dealer’s needs are, the dealer’s winning terminal can be fully satisfied.
Laideli Ceramics continues to attract investment through traditional investment channels, online investment, and increasing referral incentives; formulating detailed business strategies for dealers< /strong>, allowing dealers to quickly understand the market and identify the correct profit direction; deepen customer needs and provide channel blasting guidance span>, allowing each store to find its own breakthrough point in channel expansion. Laideli Ceramics is well aware of the difficulty of new business, and provides customized services for new business to help them grow. Such precise assistance has allowed Laideli Ceramics to gain a good reputation in the terminal. New merchants have praised "Laideli's rich product line, excellent quality, high brand value, in line with dealers' imagination of the brand" and "industry brand" There are thousands of people, choose one that is forward-looking, innovative, andIt is very important for a company to have a complete product system. Laideli is such a brand.
In recent years, the continuous adjustment of the structure of the home building materials industry has made it increasingly difficult for ceramic companies to expand the market, but what is certain is that the overall demand for home building materials will not change, which is why there is a steady stream of new businesses entering the home building materials industry. reason. However, as the industry's reshuffle gradually escalates, new brands need to be more cautious, otherwise they may go bankrupt as soon as they sign contracts. This is not alarmist, because listed companies have also had real cases of "red lights" for franchise expansion, and franchisees losing 500,000 a year, so Zhongtao Juncai sincerely recommends choosing brands carefully.
If a new business wants to join a ceramic brand, Zhongtaojun recommends checking whether the brand is on the list of the top ten brands of architectural and sanitary ceramics in China. The list is famous for its strict selection conditions. It is the first of its kind in the ceramic industry and has a ten-year history of "industry original IP". It is known as the industry's Hundred Flowers Award. At the same time, it relies on the high weight of China Ceramics Network to stay at the forefront of Baidu's search homepage. It has become the authoritative basis for corporate brand value.
It is worth mentioning that the above brands are all nominated for the top ten brands of architectural sanitary ceramics in 2020. I believe that they will definitely win this honor with their strong brand strength and terminal influence, which will add points to the brand investment.
