June is a hot summer, but the ceramic tile terminal market has not heated up with the increase in temperature.
In May, the terminal market research project of China Ceramics Network - Nanjing Station was successfully concluded. "The market is sluggish, channels are diverted, the building materials market is deserted, and passenger flow is scarce... "These are some of the voices heard in the Nanjing terminal market.
In fact, with the advancement of finely decorated housing policies in various places, the diversion of ceramic tile sales channels, coupled with the impact of the domestic economic environment and other factors, the major ceramic tile brands It may be because there are enough funds to support the "pain" caused by the market, but how can ceramic tile brands that lack sufficient financial support cope with the "pain" caused by the market?
No matter it is a large ceramic tile brand or a small or medium-sized ceramic tile brand, there is a group of workers to feed every day. Every time the factory is in operation, the expenses are rolling in like a flood; Faced with today's changing market environment, the market trial and error operation costs are higher. Only by making changes can "survival of the fittest" be achieved. However, many ceramic tile brands are often self-defeating.
Is training and cost cutting really life-saving medicine?
June, July and August are the months when the sales performance of the ceramic tile industry is relatively bleak.At this time, there is no more abundant time than this period to conduct some training for the employees and marketing teams of ceramic tile companies.
There may be many ceramic tile brands that spend more than 100,000 to hire a trainer to train the team in order to improve the team's marketing ability or team collaboration ability, or perhaps the training During the process, all the trainees were full of energy. At first glance, the training was indeed worth it, but can training for ten days and a half once a year really achieve the effect?
Compared with the situation in the past when consumers and dealers came to ask for goods from sales clerks, today sales clerks can only keep walking around the market, looking for rare animals. Orders; secondly, today's sales performance can no longer be improved by hiring a training instructor to give you some blood. Perhaps, today’s market environment requires more practical training. After all, practical performance is more in line with the current environment.
Furthermore, some ceramic tile companies bring dealers, store managers, and shopping guides to the factory for training, and introduce some new product concepts that even they have not yet understood. The new technology is told to these end users, but dealers, store managers, and shopping guides are confused about it. How can consumers be persuaded to buy it?
Of course, the worst thing is that these end users returned to the stores with the training content they learned from the manufacturers, only to find that there was a lack of traffic in the stores and stores. A set of training terminology is often useless.
In addition, some manufacturers’ headquarters exhibition halls and some terminal stores, facing the deserted flow of people, often keep their exhibition halls and stores dark as if to save operating costs. It has become a normal state, not to mention turning on the air conditioner in the hot summer and turning on the heating in the cold winter. In such a store and showroom environment, customers are often reluctant to come in. This creates a vicious circle where the more cost-saving, the less popular the store or showroom becomes.
Perhaps, reverse business thinking is a good choice. The less popular a store or showroom is, the more it is necessary to turn on the lights, do a good job in the details of service, and let good service drive popularity. After all, "If you give up, you will gain." , not only to see the present but also to see the future.
A corner of Hongyang Decoration City, Pukou New District, Nanjing
The ceramic tile industry does not lack the market, but also lacks good products and good marketing
In the ceramic tile industry, companies may fail every day, or new brands may be born every day. Some companies may have been established for more than ten years and are only developing slowly. It may have been developing rapidly within a few years of its establishment, and it has quickly established its reputation in the market.
Today, when the Internet has fully penetrated into people's lives,as long as ceramic tile companies with strategic development vision attach great importance to omni-channel and full-network marketing, because for distribution For businessmen and consumers, the word "brand" is very important.
Nowadays, more and more people born in the 80s and 90s have taken up management positions in the ceramic tile industry. Compared with the older generation of ceramic tile people who focus on products and lack marketing awareness, young people This generation knows better how to market. Because in this era, no matter how good the product is, it is hidden in a deep alley and no one cares about it.
However, no matter how good the brand marketing strategy is, it also needs the support of good products. Steve Jobs once said: “When your marketing team becomes the leader, your product will fail.The next step is not far away."
For example, at the Tanzhou Exhibition in April this year, perhaps the most amazing marketing method was the "super wear-resistant marble tiles of Big Horn Deer". "Wear-resistant Thousand People PK Competition" is a marketing method that everyone will think of, but the reason why this ceramic tile brand has attracted so much attention is, in the final analysis, its super wear-resistant marble ceramic tile products that support it to implement such a marketing strategy.
The ceramic tile industry is a rigidly needed industry, and ceramic tile people laugh at themselves every year. This year is the most difficult year in history, but new ceramic tile brands are born every year. . Therefore,what the ceramic tile industry lacks is not a market, but good products and a good brand marketing strategy.
Knot:
Instead of spending money on training that has no obvious effect, it is better to spend money on product research and development to develop products that suit consumer tastes products, and then spend money on brand marketing promotion. After all, in today's era, good products need the blessing of the word "brand" even more.
