China Ceramics Network Special Writer: Zhang Nianchao In 2019, the life and business environment have changed a lot. The contrast between the rapid changes and the inertia of thinking, coupled with the rationality of consumption The return to speed has challenged past sales habits, and all walks of life have felt the physical fatigue and operational hardships.
As far as the first quarter of 2019 is concerned, the differentiation at the consumption level is relatively obvious, and there are basically several trends:
First, low-end consumption has shifted from low prices to low prices for brands;
Second, mass consumption has transformed from a product mass to a personality mass;
Third, high-end consumption has shifted from product demand to life demand.
These changes have a great impact on both brand and business operations, which are specifically reflected in:
First, the store should be refined;
Second, the categorization of product management concepts;
Third, the lifestyle of sales;
Fourth, key product integration;
Fifth, the socialization of channels.
Every round of consumption changes and market adjustments are first reflected by merchants in terminal displays. Ceramics have basically developed in six stages from roadside stalls, street shops, to goals:
The first stage: roadside stalls and street shops
This is the early stage of ceramics. Having products to sell will be the biggest advantage, not to mention display, branding and services.
Second StageStage: Special Area
The big cities of Beijing, Shanghai, Guangzhou and Shenzhen were the first cities where consumption trends and decoration concepts appeared. Ceramic tiles were displayed from the ground to the wall, and one piece became a group.
The third stage: specialty store
This stage is the stage where ceramics have the highest status among home decoration materials. Each brand product has been spatialized and stylized. Some companies have also proposed the business theory of fashionable ceramic tiles. At that time, ceramic tiles determined the home decoration style and became home decoration. The most important materials have specialty stores at the terminal.
The fourth stage: main hall or large store
In 2015, brand companies began to make a fuss about culture and concepts. The carrier of culture and concepts is of course the store, and it is difficult for specialty stores to carry what the company wants to express, so everyone began to find masters to design and build large stores. At this time, the distance between brands has widened. Today's excellent brands are all developed at this stage. What they convey to consumers is not only product symbols, but also brand stories and brand memories.
The fifth stage: Simple decoration store
The emergence of black, white and gray and the rise of industrial style have caused ceramic brands without new momentum to embark on a cost-saving development route, especially brands that want to seek differentiated breakthroughs. This stage is also the life span of the store model in the ceramics industry. In the shortest stage, it also shows that consumers or home decoration do not recognize the industrial style.
Stage Six: Boutique
This is also a main reason for the difference in brand sales on 3.15 this year. The market as a whole has improved this year, but in the same city, the gap between brands is widening. This will be reflected in the stores, which are high-quality and experiential. Brand sales are generally relatively good, which is also a manifestation of the return of rational consumption.
Whether it is department stores, products, or clothing, all stores have been simplified, but they are by no means simplistic. More experiences and interactions based on simplicity will make consumption more sticky. Ceramics stores in the future may also Toward the next development.
（Original link: https://mp.weixin.qq.com/s/YfY46fEO66N4XyIUR83Uyg）
