In the era when traffic is king, the low-frequency sanitary ware industry has also begun to compete with hundreds of rivals. Players in various tracks have begun to seek to open up new traffic entrances. Private traffic, KOC, live broadcasts... word-making movements have taken turns to appear.
The industry reshuffle is accelerating, and the battle for stocks is intensifying. Amid the ebb and flow of competition, where can we find traffic as an engine of growth?
At 15:00 pm on September 5, "New Traffic·New Future-The Rising Bathroom Power in 2020" was held in the Cai Yicai Live Broadcast Room on the third floor of the Ceramic Theater of China Ceramics Headquarters. The four "dark horses" in the sanitary ware industry, Ban Xianbin, general manager of Tino Sanitary & Tipai Sanitary Ware, Lin Kai, chief strategy officer of diiib Dabai, Xie Zhong, founder of Xijian Sanitary Ware, Zhang Hande, general manager of Westinghouse Division, and two goddesses hosted China Ceramics Tang Jieming, general manager of headquarters operations, and Li Tianyan, deputy general manager of Zhongjie.com, held a peak dialogue for more than two hours. The live broadcast was high-energy and without any irritation. It had frequent golden sentences, full of useful information, and many explosive opinions that attracted Hengjie, Wrigley, and Eagle. More than 40 home furnishing brands including Sanitary Ware, Dongpeng and Holike were on hand to watch.
Part 1. The origin of the hero and the rise of the "dark horse"
Q: Tipai has been full of highlights in recent years. It has precise positioning, focuses on full-body customization, and focuses on design to light up the brand. What is the thinking logic behind it?
Specialize in doing hard things and chewing hard bones
Ban Xianbin, general manager of Tino Bathroom & Tipai Bathroom
Tipai mainly focuses on design customization and customer demand to grasp market trends and adapt to changes.
Tipai brand was founded in 2015. During the initial period, Tipai made in-depth research on the style of bathroom cabinets at that time and the development trends of the entire industry.After analysis, we found that many brands at that time were making imitation European-style products. Tipai has certain advantages in cooperating with European brands and understanding European community life concepts. Based on this, Tipai took a different approach and decided to use the "modern and simple" bathroom cabinet style as the brand's tone.
In 2017, the market set off a craze for Nordic style and full bathroom customization, and Tipai also took advantage of the trend to seize this traffic entrance and ride on the trend. The reasons why Tipai has achieved such good results are: 1. Complying with market trends, constantly adjusting product lines and strengthening its own competitiveness; 2. Relying on a strong and excellent marketing and design team, Tipai has always been driven by design, specializing in What is difficult to do is to cooperate with omni-channel operations to continue to enhance brand strength. Currently, the proportion of Tipai full bathroom customization has reached 60%, and the maximum retail unit value of dealers has reached 60 Ten thousand.
In the development process, Tipai has been exploring as it goes, constantly finding its own positioning, and adjusting its operating policies at any time according to changes in the market environment. We specifically pick out some difficult problems. Do the hard work and gnaw the hard bones.
Q: Dabai has attracted the attention of Xiaomi’s supply chain, and has also taken frequent actions at the marketing level. It has created popular products with Xiaomi Youpin and collaborated with Luo Yonghao twice. What’s the thinking behind this?
The truth is revealed and worthy of love from 3 meters away
diiib Dabai Chief Strategy Officer Lin Kai
The sanitary ware industry is a rising industry that has not been integrated, and anything is possible in the future.
diiib Dabai Sanitary Ware, established in 2018, is still a "novice" in the industry. In the future, diiiib Dabai will be a kitchen and bath brand with a firm development direction that does not seek speed or bigness, but a kitchen and bathroom brand that can always be with you and warm people's hearts. diiib Dabai has become a dark horse in just two years, and its strategy for riding the market is as follows:
1. Return to the true nature of the product and make every product good. Do what you are good at, wash your hair, feet, and butt!
2. Serious and direct publicity. The aroma of wine is also afraid of deep alleys. Follow the "3-meter principle" of products. Tell consumers 3 meters away directly and sincerely that you Product Features.
3. Carry out conscientious brands and high-quality products to the end. Building a brand is like running a "marathon". We insist on making every link above average, serve consumers well with high-quality products, and warm every family.
Q: Make efforts online to win the crown of smart toilet in Double 11, 618, etc. What are the tips for Xijian?
Make the best products and sell them at half the price
Xie Zhong, founder of Xijian Sanitary Ware
Xijian Sanitary Ware has been developing steadily since its establishment in 2013. There are three main reasons:
First, start from the needs of consumers and pursue ultra-high cost performance. Make the best smart toilet and sell it at half the price, so that more consumers can use Xijian's products. For example, during the 618 event, Xijian set the price of a single smart toilet at 1,499 yuan while ensuring quality, design, and functionality.
Second, pay attention to product research and development, product quality, and product services. We conduct in-depth research on consumer usage habits and make each of Xijian's products refined, user-friendly and iterative to ensure product quality.
Third, let the brand maintain steady development every year and empower the rapid development of offline stores. Never forget the original intention, return to the essence of the product, work intensively on product design, functions, experience and other aspects to provide consumers with better products and services.
Q: As a new brand, can you share with us the secret of its rapid rise?
Find a great product and sell it to people who like it at a higher price
Hande Zhang, General Manager of Westinghouse Division< /p>
Westinghouse Sanitary Ware, a subsidiary of the American Westinghouse Electric Company, was established in Zhejiang, China in 2017. It has been "upgrading and fighting monsters" all the way. The secrets for customs clearance are as follows:
1. Rely on "Dad". Relying on the channel of Westinghouse Electric, a century-old American brand, with dual support of capital and brand.
2. Rely on the team. In terms of strength, the entire team is serious and conscientious, and has risen to the level of paranoia. In terms of products and services, the needs of consumer groups are divided and the consumption needs of each consumer group are clearly defined. In principle, insist that everyone is a salesperson and everyone is a product.
3. Rely on quality products. We find great products and sell them to people who like it at a higher price. Instead of pursuing brand loyalty, it is better to pursue product loyalty so that buyers feel that although the product is expensive, it is worth buying.
Q: In the ceramic tile industry, are there any “late wave brands” that are going against the trend? What characteristics do they have?
Focus, invest, and integrate resources
Tang Jieming, general manager of operations at China Ceramics Headquarters
China Ceramics Headquarters is an excellent ceramic sanitary ware brand incubation platform. It has a high-level characteristic ceramic exhibition hall complex in the industry. It has gathered more than 300 domestic and foreign high-end and characteristic building ceramics brands., a highly integrated gathering place that integrates the upstream and downstream of the ceramic industry and spans the cultural development history of the ceramic industry. There are many outstanding new brands in the park, and they all focus on the following three points in their development:
The first is "focus". All cutting-edge brands that have developed well in recent years, without exception, focus on products in subdivided categories. They do not seek to be big and comprehensive, but form a "sharp knife effect" in a single field and focus on in-depth services. In the Internet age, everything is more transparent, and both good and bad things will be infinitely magnified, so it is particularly important to be yourself.
Secondly, invest in human resources: When the market environment is not good, the first thing many bosses think of is layoffs to reduce costs. This kind of thinking does not regard human resources as a kind of "capital". In fact, should we consider investing in talent during times of adversity? How the team's profit sharing model is designed affects the team's combat effectiveness, and this tests the boss's pattern.
Thirdly, excellent brands will think about how to amplify resources and maximize the brand effect and resource value through economic circles and business circles. Positioning determines status. Why do jewelry stores choose to sell in high-end business districts? Because they know very well that selling in shopping malls and selling in wet markets give customers completely different feelings. It is not difficult to explain why brand stores want to open stores in the best places.
There are many high-quality ceramic and sanitary ware brands in the Ceramics Headquarters Park. Traffic comes from all over the world. From time to time, there will be designers, dealers and other resources flowing at all levels. Obtaining the traffic needed by the brand here is more conducive to amplifying brand power. .
Li Tianyan, deputy general manager of Zhongjie.com
In the process of brand management, there is no overnight success, only preparation for success!
The sanitary ware industry is a traditional manufacturing industry. In the eyes of many people, it relies on brand accumulation, market accumulation, and product accumulation to achieve market development. But now with the advent of the Internet era, many things have been subverted. Through the new Model, maybe a new brand in one or two years will surpass the efforts of the past ten or twenty years, and everything will be rewritten! Therefore, this live broadcast is intended to explore new models, new gameplay, and new thinking, because you can’t reach new places by following the same old path.
Part2 Yiqi Juechen Traffic conversion sales secrets
Q: The era of traffic is coming. How do you view traffic?
Zhang Hande, General Manager of Westinghouse Division
1. The essence of traffic is consumption demand. Today's young consumer groups are pursuing good looks. Whether I like it or not has become the first decision-making point for purchasing. When young people have a second choice, they will not choose their parents’ brands.
2. We will not give up all traffic entrances and establish bonds with consumers through multiple channels. Conduct in-depth research to gain insight into the needs of young consumers, create products that young people love, and let traffic-consumers like these products and pay for their preferences.
3. Studying traffic itself is studying consumption itself. Study my customer base, study who I am serving, who is willing to pay for me, and do this carefully Just go and serve.
Q: What are the key points for traffic acquisition?
Xie Zhong, founder of Xijian Sanitary Ware
1. Traffic is the icing on the cake. In the process of acceptance and conversion, a high-quality product that consumers like is the sustainable traffic. Take Xijian Sanitary Ware as an example. Currently, the new retail model has better traffic conversion. For example, if a traffic or a customer order of about 1,000 yuan is received online, the flow to a physical store may reach 5,000 or more. This transformation model is also the direction that Xijian is currently exploring and working towards.
2. When operating a brand, a balance needs to be achieved between short-term pursuit of traffic and long-term value maintenance in order to maintain sustainable traffic.
3. Deeply develop products and services, and strive for excellence in every product, every detail, and every function. At present, the after-sales rate of Xijian Sanitary Ware's smart toilets is lower than the industry average, and the after-sales rate is strictly controlled at 1/3 of the average.
Q: In the new traffic era, when traffic comes, how to monetize it?
Diiib Dabai Chief Strategy Officer Lin Kai
diiib Dabai traffic three-piece set: Douyin, live broadcast, KOL.
1. Douyin: The industry’s first mouthwash basin faucet was successfully launched on Douyin, and user-generated videos became popular. Later, whether it was diiib Dabai's bubbler or diiib Dabai's shower head, many consumers would spontaneously adopt diiib Dabai's products because they thought they were quite fun. Any way,I think you should try it.
2. Live broadcast: diiib Dabai is used as internal training materials by Xiaomi Youpin. Methodology: Each product manager is required to be able to explain clearly what is good about his product and what it can bring to consumers. In every live broadcast, product managers come out to take turns to undergo soul torture.
3. Ask KOL to dismantle the product and let the "truth be revealed to the world." Cut open the "real core" of diiiib Dabai and truly display it in front of consumers.
Q: In an era when traffic is king, in what new models can Tippetino obtain higher traffic dividends?
Ban Xianbin, general manager of Tino Bathroom & Tipai Bathroom
1. Due to the different characteristics of the bathroom industry, full bathroom customization cannot provide users with a good experience through the Internet or live broadcast rooms like other industries. Therefore, Tipai’s first step in traffic conversion is to develop Agents are the traffic that most directly contacts consumer groups.
2. The second one is to insist on attracting customers with products and unique designs. Currently, Tipai is also doing new retail, but the purpose of new retail is to serve offline, and ultimately attract customers through the integration of online and offline. Go to a specialty store to experience, communicate, and convert to achieve the highest transaction rate.
Part3, communication and interaction Do you also have such doubts?ask?
Q: Mr. Lin, how did Dabai establish a close cooperative relationship with "Xiaomi Youpin"?
Lin Kai: "Xiaomi Youpin" is in need, diiiib Dabai is very professional. The core reason lies in diiiib Dabai's team. The diiiib Dabai team has persisted in the field of sanitary ware for decades. At the same time, diiiib Dabai's core members are stable and the entire team has served the sanitary ware industry for more than 100 years.
Q: Tipai has very good control over product direction in the industry, including the bold use of slate materials. How do you understand the application of new materials?
Ban Xianbin: In terms of the application of new materials, Tipai has conducted in-depth research as early as 2017. In 2019, it began to design and develop large-scale products and launch them into the market in large quantities this year. In fact, doing research and development is a very painful thing, because it requires a lot of manpower, material resources, and time and energy to be invested in the early stage. Therefore, before developing new materials, Tipai will fully study the market demand and consumer demand, and make adequate preparations. Anticipate and never fight an unprepared battle.
Q: The actual costs of e-commerce are also rising. How do you control the cost of traffic acquisition?
Xie Zhong: Three high and one low model, high efficiency, high conversion, high customer orders, and low cost.
Q: Why did you enter the sanitary ware industry when many people think there are not many sanitary ware opportunities? What impression does this industry give you?
Zhang Hande: Looking at the bathroom industry from across the home appliance industry, The bathroom industry is like the home appliance industry in the 1970s, with gold everywhere! There is no "oligarch" in the bathroom industry yet, and the potential for development is unlimited; the opportunities in the bathroom industry are unlimited, and competition is not sufficient, so everyone has a chance, and no one has fully explored the innovative products in the future. come out. Everything is possible in the future.
There is no successful enterprise, only the enterprise of the times. Although the market is not easy, we still have many opportunities. The huge traffic market hidden in the Internet will always exist and will not be easily discovered. To activate this market and tap more potential users, only innovative business models must live up to it.
Guest Quotes
Zhang Hande: In 2020, consumers who love you will love your products. Study your consumers, study your product, and they will love you too.
Xie Zhong: Make the best smart toilet, sell it at half the price, and let consumers take the initiative to find us.
Lin Kai: Say hi to high quality and say bay bay to high price. Dabai warms you!
Ban Xianbin: Guided by user needs, we focus on brand design and do our best.
(This article is provided by the enterprise)
