Text/Zhong Taojun
一
On July 9, the Sunshine Administration Window of a certain place received complaints from citizens“The tiling master of a certain ceramic tile brand was not skilled enough and got angry and smashed the owner’s tiles.”
. After understanding from many parties, the cause of the incident is roughly as follows:
The owner of a community city purchased a certain brand of ceramic tiles, and the Xzhou store of the brand arranged for a plasterer to lay them. On June 27, 2020, the owner discovered that a tile in the living room was obviously concave and was not on the same level as the surrounding tiles. Later, after inspection by professionals, the flatness error of the ceramic tiles laid by the master exceeded 8 mm, which seriously did not meet the national construction standards (in the construction quality acceptance specification GB50209-2010 for building floor projects, the error within a distance of 2 meters is less than 2 mm; According to the specification, the difference between two adjacent bricks is less than 0.5 mm).
The owner asked the plasterer to adjust the uneven tiles, but the communication was fruitless. The next day, the owner and the plasterer communicated again. During the process, their opinions were contradicted. The plasterer picked up a hammer and smashed the tiles on the floor, then packed up his tools and left.
▲There are pictures and the truth
Subsequently, the owner negotiated this issue with the person in charge of the X state store of the tile brand and asked him to replace the tiles and re-pave them. The person in charge of the store also agreed to the owner's request. Later, the person in charge of the store took the plasterer to the construction site to negotiate a solution to the problem. During the process, the plasterer's excessive behavior frightened the owner and called the police.
Although the police were dispatched to coordinate, the Xzhou store of the ceramic tile brand has not yet replaced the tiles and re-paved them in accordance with the owner's demands. In addition, the wall was wetted by water during the construction process, and special work was required.Putty can only be applied after professional treatment, otherwise it will cause mold and alkali reaction in the future, causing the wall to fall off. Therefore, the renovation project of the owner's new house was forced to come to a standstill, and the dispute has now been accepted by the local Market Supervision and Administration Bureau.
It is understood that this ceramic tile brand is not only well-known in the Foshan ceramic circle, but also has a good reputation and reputation in the local market. The local store usually invests a lot of time and energy in marketing activities, and the customer acquisition effect and order rate are not bad. Unexpectedly, it ended up in "Masonry Master"This level is overturned, but the dealer can only be "dumb and eat Coptis chinensis"
二
Through the above-mentioned incidents, we can see the fact:No matter how good the product quality is, no matter how high the brand awareness is, and no matter how strong the discount is, it cannot compare to the satisfaction of consumers. Intimate and satisfactory service; To put it another way, no matter how good and detailed the early service work is, a plasterer with low quality and poor professional ability can ruin it all in one day. Therefore, in order to truly become a word-of-mouth brand recognized by consumers, no link can be missed.
Liao Changhong, the retail manager of Nobel Ceramics Xiamen Branch believes that the sales process of ceramic tile products is very cumbersome. The work of publicity, diversion, and store entry are just preparations for the order. The person who signs the order The service has just begun, and includes design, delivery, returns, replacements, and even paving, maintenance, quality assurance, etc. Only after these tasks are completed can the business be truly "sold."
▲Huanai Home Furnishing’s Dongdong paving
In fact, most ceramic tile stores will have their own plasterers who have long-term cooperation (the psychological effect of acquaintances is more reliable), but the construction quality disputes mentioned above cannot be avoided. . Furthermore, there are thousands of project managers in the decoration circle in each city. How can dealers ensure that their ceramic tiles will not fall into the hands of "unreliable" plasterers? Building a good relationship with every plasterer seems to have become a task that must be done but is impossible to complete.
In order to lay bricks completely into customers' homes, dealers are willing to demolish them at every turn; dealers in some places even form their own construction teams. Many ceramic tile dealers in Jinan, Shandong Province have revealed that Jinan has an unspoken rule of "Whoever sells the ceramic tiles will lay it, otherwise the owner will be responsible for quality problems"; for this purpose, a complete construction system has also been established Process standards and supervision systems, plasterers must strictly follow the standards.
In addition to dealers voluntarily improving the construction/paving system, there are also ceramic companies that promote ceramic tile paving standards from their headquarters downwards. Starting last year, Tongli Marble Tile has created a new TOMELY precision installation system and organized dealers and after-sales services across the country Personnel carry out Seiko installation system training. In June 2020, Tongli Marble Tile once again launched the [Fujian and Zhejiang] precision installation on-site teaching training, and popularized the new process of "precision and dense paving".
Zhang Enming, Director of Tongli Marble Tile Market Brand Center said: Tongli Marble Tile serves high-end groups, especially some villa customers. To have good products, you also need professional services. So the refinement of services will become increasingly important in the future. Tongli started to implement "precision and precision shop" last year, and often organized on-site construction training in various places. There are three key people in terminal stores who must learn this "precision and precision shop": First, the boss (requires approval), the second is the store manager (will supervise), and the third is the plasterer ( Understand construction).
三
The plaster master holds resources, connections, construction skills andTechnology and product delivery quality play such a vital role. How can terminal stores form a sticky and healthy cooperation with them? Liu Xiaolei, General Manager of Brand Marketing of General Dajun Ceramics believes: "Many brands actually attach importance to the channel of plasterers, but they have not found a suitable method. According to the way of cooperation between the industry and plasterers, it can be divided into three stages: The 1.0 version is the lowest level, which is to treat the plasterer to a meal and give a red envelope; the 2.0 version is to develop the plasterer into his own salesman, and give commissions when bringing orders; the 3.0 version is to start from the plasterer's own development and the relationship with the brand Based on the values of both parties, we will create events that are conducive to promoting the development of the industry.”
On May 27, 2020, The 5th China Decoration Craftsman Skills Competition and the first "Chinese Good Craftsman" of General CeramicsThe national audition was officially launched at the General Ceramics Marketing Headquarters. On June 27, the General Ceramics "Chinese Good Craftsmen" Guiyang Station was held in Caosi Kaihong Home Furnishing City, Guiyang City. The remaining four "Chinese Good Craftsmen" events will be held in Tianjin, Baoding, Nanning, and Nanjing.
Luo Yuequn, secretary-general of the Home Decoration Committee of the China Building Materials Circulation Association, said that the national audition for "China's Good Craftsmen" is based on the principle of openness and transparency. Through the skill competition of craftsmen, it sets a benchmark and provides society with A new image of the foremen group is presented to the public. At the same time, innovative decoration methods are used as an opportunity to improve the decoration skills of foremen and promote the healthy development of the building materials industry.
Coincidentally, 2020 The 8th Yuhong Ceramic Tile Fitting and Sewing Competition was held in the north and south of Ganzhou City on July 5 A large market was held, and outstanding plasterers from various cities in Jiangxi Province actively participated. As the designated brand of bricks for the competition, Nobel Tiles' Nanchang branch marketing director Huang Xuefeng delivered a speech before the competition: "Nobel Tiles and Oriental Yuhong will jointly promote the cultivation and selection of craftsmen from great countries. We hope that through this competition, we can provide a stage for all craftsmen to showcase themselves.”
It is understood that the competition selected the Ganzhou city competition gold-laying craftsmen and the beautiful sewing gold craftsmen after fierce competition. One of the winning masters was only 20 years old.Although he is still in his early years, his exquisite craftsmanship has won unanimous praise from the judges and live competition contestants. This reminds me of the Large slab laying engineer Chen Yizong whom I met while doing terminal market research in Fujian. His large slab construction team is basically composed of young people born in the 80s and 90s, and most of them are young people born in the 1980s and 1990s. Some of them have won awards in competitions organized by the Ceramic Tile Adhesion Technology Committee (TCT) of the China Ceramic Industry Association, and have obtained professional qualifications in their studies and examinations. It can be seen that the group of plasterers is also getting younger. They are willing to learn advanced technologies, use advanced equipment, and break through new processes, which is a positive thing for the development of the industry.
Finally, a discussion topic is raised: What impact does the innovation of the foreman channel model and the rise of "back waves" in the construction group have on the service transformation and upgrading of the ceramic tile industry? meaning? Welcome to leave your opinions in the comment area.
Author: Hong Xiaochun
