文/猫RAN
According to the past habits of the ceramic industry, the important node for ceramic companies to attract investment will be during the annual Foshan Spring and Autumn Ceramics Expo, and then major ceramic companies will do their best to hold new product launches. , dealer annual meetings, designer activities, etc., there are endless ways to do so, but in order to boost sales, this kind of battle is inevitable.
As far as the investment model of ceramic companies this year is concerned, even if there is no line triggered by the epidemic On the investment promotion model, the traditional investment promotion model has also exposed its limitations. With the changes in the terminal market, according to Zhongtaojun's observation, the emerging investment methods are really benefiting dealers.
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Product is king
——Stone slab manufacturers have advantages in attracting investment
On May 28, 2020, Chen Huan, President of the Guangdong Ceramics Association The speech of the Slate Decoration Technology Trend Forum said: For the ceramic industry, the rise of slate is a surging wave. Whether at the Bologna Exhibition in Italy, Milan Design Week, or the Tanzhou Ceramics Exhibition in the past two years, slate is a star product, a trend vane in the field of home customization, and the biggest outlet in the ceramic industry in recent years. Some people say: Behind every magnificent turn in the history of human evolution and the sublimation of life are great products.So, regardless of whether the product "slate" is really a new category in the industry in the past two years, it is indeed an upgrade from a certain type of product and is more competitive than within the industry and outside the industry. Building materials products exist and are in line with today’s market characteristics of “rare things are more expensive” < span style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box !important; overflow-wrap: break-word !important; font-size: 12px; color: rgb(136 , 136, 136); letter-spacing: 0.5px;">China Ceramics Network Investment Helper backend (part) information display from June 8th to 9thThe information about the intention to join the dealers received by the China Ceramics Network Investment Assistant shows that there are 3 dealers who want to be agents of the slate brand in April(verified by Zhongtaojun, there were 146 dealers who wanted to represent ceramic brands that month), and we want to find one in May There are 8 dealers representing the slate brand(After verification and verification by Zhongtaojun, there were 138 dealers who wanted to represent ceramic brands that month), and during the two days from June 8th to 9th, The background shows that there are 4 dealers who want to be agents of the slate brand. In addition, From the perspective of brand positioning, dealers initially switched from looking for imported slate brands to domestic slate brands.
China Ceramics Network Slate Think Tank Special Page
Also, Since China Ceramics Network launched the "Stone Slab Think Tank" special page, different slate brand information has been updated every day. And some of the sales are drawn from investment assistants or from terminal market research After reading the content of the special page, business people all said that it was beyond their understanding of slate brands (it turns out that the brands that have slate products are not necessarily just a few leading ceramic brands). >So, with the promotion of the heat wave of rock slabs, the current industry’s original ceramic brands Slate products have been launched in various ways. For example, Li Home Ceramics intends to convert the original RDR modern tiles into the RDR large slab (slate) series, and a new Qiangsheng enterprise has upgraded its 300㎡ exhibition hall at its headquarters. Xinqiangsheng Chairman Xu Guoqiang told Zhongtaojun: Recently we will convert one of our brands into rock slabs, mainly small and medium-sized rock slabs. The first brand in the industry to promote small and medium-sized slates is Inno Ceramics(700×1300㎜, 500×700㎜), many rock slab brands are also going in this direction.First of all, small and medium-sized slate slabs are easier for companies to modify their kilns. Moreover, small and medium-sized slate slabs are easier to lay and apply, or do other deep processing applications, so they are more conducive to sales (Dealer channels need to avoid the traditional direction to develop, and small and medium-sized rock slabs can also be suitable for sales by some original channel dealers).
The prevalence of light assets
< span style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box !important; overflow-wrap: break-word !important; font-size: 15px; color: rgb(0 , 0, 0);"> ——The small store model has advantages in attracting investment
On June 8, after Zhongtaojun published the article "One-night alliance has made great progress, where is the road to environmental protection improvement, small store model investment is booming | Highlights from last week", the last comment in the comment area at the end of the article was The topic that can arouse heated discussion is "the small store model is booming in investment", and the brand involved in the message is Eagle Ceramics. "Small store model investment promotion Hot" hot discussionIt is understood that Eagle Ceramics will focus on the layout in 2020" The direction of "Eagle Brand Store" was proposed at its "Brand Renewal and Value Improvement" 2020 Dealer Nuan Chunyun Conference on April 18. The purpose of the brand store is to serve as a smart store in the 5G era, with a small area and low cost. , fast construction, complete functions, high quality, and good experience, opening up a new Eagle brand new retail model. No matter how many advantages the brand cites, what many dealers are most interested in is: low cost. It is also known from the comparison of information from the China Ceramics Network Investment Assistant that in the first half of 2020, dealers who intend to act as agents for ceramic brands The investment in ceramic brand operations has gradually decreased compared with previous years(Those who invested between 300,000 and 500,000 accounted for 60% of the total, while those who invested 100,000 accounted for 60% of the total. Not low, usually only 5 to 8 people per month for 1.5 to 3 million) Asset-light, this investment model has long existed in other industries. For the ceramic industry, it only came late, but it will not "leapfrog" past.In the moment In the market environment, any investment promotion method that can meet the needs of light-asset operations and improve the return on capital of terminal dealers will become the "object" that terminal dealers follow. < /p>
"People's Heart Bonus"
——Fellows (Fujian Gang) have advantages in attracting investment
Recently, Li Zhilin, chairman of Jianyi Marble Ceramics, was in a certain It was said at the event: When ceramic companies face the challenge of the disappearance of the three major dividends of resources, policies, and incremental markets, "value-added dividends" and "people's hearts dividend" are the two major dividends of the ceramic industry in the future. What is "People's hearts bonus"? An article says this: When everyone’s conscience appears, it transcends communication between people and reaches the heart. The link with the heart, the heart is the business, and the success of the business depends on how deep your love for your customers is. It is obvious that from the launch of the "Jianyi Li Zhilin Express" WeChat official account of Jianyi marble tiles to Li Zhilin personally visiting the finished product delivery sites in various places as the "acceptance officer" to understand consumer satisfaction on the spot, various measures are aimed at making the brand It is closer to consumers and truly implements the brand's slogan - giving consumers "worry-free, assured and secure". The picture comes from the Internet and has nothing to do with the source of the original textOf course, the above is a brand with more obvious advantages for mass consumers; for investment, the scope of the "popularity dividend" here is wider. Guangdong, for example, trust under the influence of nostalgia. Wu Jinbiao, general manager of Guppy Ceramics, revealed: "This year, my energy is focused on the Fujian (Jinjiang) factory. There are also quite a few ceramic factories here. The overall situation this year is still good. Yes, the investment cost here is much lower than in Foshan, and it is easy to find dealers. There are Fujian people who make ceramics all over the country, so we can quickly find dealers through recommendations from fellow villagers (In the early stage, it was mainly about volume, so dealers currently mainly use wholesale channels, and the products are mainly 9.3㎜ medium-thick plates with a specification of 400×800㎜) Next, I plan to build another one of 200~300㎡ The exhibition hall is next to the factory and is needed for attracting investment, although there are also exhibition halls in Foshan. ”Zaikan is participating in the "2020 China Building Sanitary CeramicsXinluoma Ceramics, selected in the "Top Ten Brands List", considers the operating costs of terminal channel operators and further provides support to terminal channel operators. Wang Yongwei, chairman of Xinluoma Ceramics, said: The company cooperates with logistics companies to provide terminal distribution for free. The products are delivered to the store, thereby reducing/reducing the freight costs of terminal dealers. There were hundreds of new customers signed last year, and they are all waiting for store decoration and opening after the epidemic. No matter whether the brand is taking the medium-high or medium-low route, it is the best choice for ceramic enterprises to seize the "popularity dividend".
