China Ceramics Network News (Reporter: Hong Xiaochun) The outdoor heat in Changzhou in July is unbearable, and the sun looks like a The stove made the ground very hot, and even the air was scorching hot. Faced with this kind of weather, the research team visited major building materials markets such as Wandu, Southeast, Hongxing, Hutang, and Changmao in Changzhou. The author could feel a chill every time he walked into the store. The "coolness" mentioned here is not the air-conditioning from the store, but the sporadic passenger flow in the store.
▲ Macalline, the earliest red star in China, has now developed into three venues
Just the day before yesterday, the research team also shared an article about the Changzhou market: "Changzhou will deliver nearly 30,000 rough houses in 2019. How to grab them? ｜Terminal Survey (Changzhou Station) 1".In fact, the market for ceramic tiles in Changzhou still exists, but the customers who come to visit are gradually disappearing.
" ization + consumption rationalization, the era of sitting around making money and high profits has become a thing of the past. In the market after channel fission, running a brand well requires exploring multiple channels, and the first thing to do is to make changes yourself.
▲ The Jinsi Yuma store located at Red Star Macalline on Feilong Road in Changzhou is being upgraded...
Along the way, the research team found that in every building materials store, there are always some stores that are either being decorated or upgraded, or are preparing for renovation. middle. This phenomenon was also discussed during the interview. The dealers interviewed said: Summer is the off-season for the building materials business, and there are very few door-to-door customers, so it is most appropriate to renovate the showroom at this time. Today’s market environment is not optimistic. This is the consensus of all ceramic tile dealers. People with ideas will think that at this time, it is even more important to install showrooms and launch new products. If you are reluctant to invest in these, the sales situation will not only not get better, It will get worse.
Why is it that when everyone says the market is difficult, there are always some brands that seem to be doing pretty well? The reason is that the author will sort out one-on-one interviews with 20 ceramic tile brand dealers in Changzhou, and help you find out the details of major channels such as home decoration, engineering, distribution, and retail.
Cooperate with decoration, home decoration and designers, you understand the rules of the game ?
In the hearts of ceramic tile dealers, the existence of decoration companies makes people love and hate them. Based on some actual situations, the author has sorted out The following "classic quotations":
1. If you want to play with me, please pay the admission fee and warranty deposit first;
2. How low the price is (no money is the best);
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3. The material fee is paid monthly/quarterly, and I may pack up my belongings at any time to pursue poetry. and far away.
▲ Chen Dongmei, Changzhou dealer of Jinsi Yuma tiles
Chen Dongmei, a Changzhou dealer of Jinsi Yuma tiles, believes that when cooperating with a decoration company, you must have your own initiative. If it is a famous enterprise or a central enterprise, you can consider cooperation. If the risk is too great, you can just pass it off. Some conservative ceramic tile dealers believe that if they do not break into the whole installation channel, they will lose a very large market. It has to be said that this kind of cooperation still needs to be cautious and end at the right time, otherwise it is easy to fall into a more passive situation.
In addition to the full package mentioned above, there are also many half packages and designer studios, etc., when everyone While both hope to increase their sales through these channels, the other party is also screening material suppliers. Their requirements can be summed up in the following points: first, the price of the product can give them a larger profit margin; second, the influence of the brand has a certain awareness in the minds of consumers; third, the color and quality of the product are both It must be hard enough; fourth, the follow-up service capabilities can help promote the entire decoration project.
Is the distribution model a sunset? Or is the rising sun rising in the east?
The concept of secondary agents in the ceramic industry has gradually faded across the country in recent years. Since coming to Changzhou, the author has learned that there are several The brand has withdrawn its original distribution. A large part of the reason is that product prices are difficult to control and unify, which has a negative impact on other businesses. However, there is such a dealer who, relying on the distribution model, ranks among the best in the local market.
▲ Zhu Guohua, Changzhou dealer of Dongpeng Ceramics
Zhu Guohua, a Changzhou dealer of Dongpeng Ceramics, described his distribution business model this way: "My secondary agent is actually my Franchisees, I entrust the brand to them just like marrying my daughter.” It is understood that the general agent of Changzhou Dongpeng’s distributors will provide help when building stores, organizing activities, etc., and at the same time provide them with protection in all aspects. As Zhu Guohua said: Only by building trust and dependence on each other can we gain more united share of the existing market.
The activities are all bad, how can we find new ways to play new tricks?
Let me ask you this: As a person born in the 80s or 90s, if you decorate your home, would you go to the building materials market like shopping? ? When you see a merchant doing an event, you go into the store to buy ceramic tiles, then smash a golden egg and get a rice cooker to take home? People who sell bricks will definitely say: Are you kidding? Now the activities in the terminal market are already bad, and consumers don’t buy it at all. The research team walked to the terminal and wandered around the entire building materials market. Activity materials, promotional slogans and mysterious gifts were everywhere, but basically no one paid attention to them. It can be seen that it is time for businesses to change their thinking when doing activities.
▲ Wu Zongjie, Changzhou dealer of gold medal Asian tiles
Wu Zongjie, a Changzhou dealer of gold medal Asian tiles, is a youngAs a post-90s generation, he has his own unique insights into organizing activities: "The original promotional activities and alliance activities not only cost people and money but also had little effect. Our Gold Medal Asia has changed the previous activity form since the year before last and formed an alliance with various decoration material brands. The linkage of the business alliance, this business alliance has a convention and a system, and everyone forms a stable win-win relationship. After all, the most important thing for doing activities is the unity of people.”
Meeting in the arena, fighting for service ability is the fairest competition
The industry reshuffle has been going on quietly, and the market is currently gradually transitioning from the original promotion competition to the knockout stage. . So at this juncture, how can leading brands stabilize their position? How can brands on the verge of danger surge forward? In the final analysis, it still comes down to two words: service.
In Changzhou, the rationalization of consumers allows "customer = God" to be perfectly interpreted. For a customer, a group of materials Like showgirls in ancient times, chambers of commerce go to customers’ homes to deliver samples, provide customers with design plans for free, and even hire senior external designers to produce 3Dmax renderings and design plans. However, as long as the customer doesn’t like the plan or is dissatisfied with the quotation , everything is in vain; not only that, in order to maintain reputation and relationships, dealers must strive to do their best no matter how complex and cumbersome the subsequent services are.
Although fierce competition has made it increasingly difficult for terminals to complete orders, and each order cycle is getting longer and longer, but for large companies For some ceramic tile dealers, they feel that competing on service capabilities is a healthy competition model rather than competing on the price system. Everyone relies on their own abilities and wins or loses at their own risk.
The "windfall" of engineering is not suitable for everyone
For dealers who have less contact with engineering projects, project orders are rare. They generally believe that: "A Engineering projects can equal someone else’s sales in a month, and it’s much easier than doing home decoration or designer channels. “In fact, it’s not easy to go through engineering channels. First of all, the brand is a stepping stone. If the brand is not in the developer's material library, it will not even be able to get in; secondly, the price advantage is absolutely indispensable, which is also a big test for the manufacturer's price system; finally, the dealer must also You need to have a certain level of strength. After all, if you go through the engineering channel, you will inevitably need to stock up on large quantities of goods, and the payment cycle will be relatively long, so not everyone can afford it.
▲ General Ceramics Changzhou dealer Lin Zhiyong
General Ceramics is a brand that does well in engineering channels in Changzhou. Its dealer Lin Zhiyong told the author: "Now the engineering projects are There is one less, and it is not fixed. I still hope to build a good team in the future and expand the home decoration channel.”
Although it is not unreasonable to say that one has to specialize in the arts, but if you want to go steadily and long-term in the future, you must walk on one leg. It's definitely not possible. In contact with many ceramic tile brand dealers, the author feels their urgent need to find a way to break through. I hope this article can help those who are confused.It plays a certain inspiring role in people of this period.
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