On May 7, the "Tao Xing China" national ceramic tile and sanitary ware market survey project< /strong>The kick-off meeting was held grandly in Foshan. Dajiaolu ceramic tiles, Jinyi ceramic tiles, Shunhui ceramic tiles, Huiya ceramic tiles, Owen Lai plain modern ceramic tiles, Huida ceramic tiles, Jinduo ceramic tiles, Jinsi Yuma ceramic tiles, Guanxingwang ceramics, Wrigley ceramic tiles, KMY international light More than 20 enterprise/brand representatives, including Luxe Ceramics, Wells Ceramics, Geshi Ceramic Tiles, Nengqiang Qianghui Group, Hongyuan Ceramics Group, and Haosheng Enterprises, were present to witness this historical moment.
The predecessor of the "Tao Xing China" national ceramic tile and sanitary ware market research project is the "Terminal Market Research" project launched by China Ceramics Network in 2018, which has visited 14 cities before. In 2021, China Ceramics Network will comprehensively upgrade the terminal research project and officially launch it today.
▲Liu Zhenhua, General Manager of China Ceramics Network
At the kick-off meeting, Liu Zhenhua, general manager of China Ceramics Network, introduced and explained the background, original intention, organization, plan, execution, results and other dimensions of the "Tao Xing China" national ceramic tile and sanitary ware market survey project. Liu Zhenhua said, It is not easy to conduct terminal market research. We still need to start from the word "research" and establish a database for the industry. This is the significance of doing this research work as a media.
What is the starting point for an industry media to spend so much time on this thankless terminal market research? Regarding the doubts raised by the outside world, Liu Zhenhua further explained: The latest slogan of China Ceramics Network is "Choose ceramic tiles, go to China Ceramics Network", which hopes to open up the consumer side and become the Dianping.com of the ceramic industry. The realization of this slogan is far from Without continuous exploration of the market and establishing sticky relationships, China Ceramics Network has set a tone with terminal market research as its core.
▲Li Xuezhi, deputy secretary-general of the Ceramics Branch of the China Building Decoration and Decoration Materials Association
It is worth mentioning that the launch meeting of the "Tao Xing China" national ceramic tile and sanitary ware market survey project received strong support from the association. At the meeting, Li Xuezhi, deputy secretary-general of the Ceramics Branch of the China Building Decoration Materials Association, delivered an important speech on behalf of the guiding unit. Li Xuezhi introduced the history of the Ceramics Branch of the China Building Decoration and Renovation Materials Association to the guests present, and announced two notices on convening the third fully decorated home industry summit and launching statistical work to collect advanced figures and advanced collectives in the building materials industry to celebrate the 100th anniversary of the founding of the party.
In addition to the wonderful project interpretation and leadership speeches, the company/brand representatives present also spoke about everything they knew and provided suggestions for the "Tao Xing China" national ceramic tile and sanitary ware market survey project.
On Selection of Research Cities, everyone discussed the issue of "whether it is necessary to research sinking markets such as third- and fourth-tier cities" .
Shunhui Ceramics Marketing Director Zheng Jian believes that different cities represent different market levels, and each region has its own representative. Currently, my country has proposed five urban clusters, and some county-level cities in these areas also have great research significance.
Huiya Tile Deputy General Manager of Marketing Jian Qianmin also believes that there is a lot of research on third- and fourth-tier cities and county-level markets value. Since the market saturation in first-tier cities is already very high, the development opportunities in third- and fourth-tier cities are greater. Nowadays, many companies and brands are implementing strategiesTransfer, and excellent dealers in individual county-level markets have their own unique business models. On the other hand, the market situation of several first-tier cities has attracted much attention and the information is relatively open, while there is even less information on third- and fourth-tier cities and county-level markets.
Jinduo Tile Planning and promotion director Cheng Xiaoli holds a different view. In the process of building and promoting terminal channels, She truly feels that capturing real data and cutting-edge information is very important, which determines the effectiveness and durability of the information. Therefore, Cheng Xiaoli believes that the research project should focus on key first- and second-tier cities, and then conduct research on individual sinking markets, so that the data collected will be more systematic.
In the selection of research objects, in addition to dealers, designers, decoration (complete decoration) companies, and engineering centralized procurement channels In addition to consumers, business/brand representatives also put forward many valuable suggestions.
Golden Silk Yuma Tiles Marketing Director Huang Miaoli has shown a strong interest in consumer research. She believes that consumers Groups are very critical, and both the method and direction of research are worth pondering.
Guanxingwang Ceramics Marketing Director Cheng Yan believes that the regional managers of the brand headquarters are people who often deal with the first-line market. Based on this group’s understanding of the market, it can also be listed as one of the objects of research.
Nengqiang Ceramics Yao Qiannan, representative of the marketing department, said that in the terminal market, it is actually the plasterer who really connects with users. Nengqiang Qianghui Group has accumulated many years of experience in this channel, and the market information mastered by this group is worth exploring.
In"Which one is more meaningful to the brand, product promotion + business promotion or research data function of the research project" On the issue, company/brand representatives also expressed their opinions.
Wrigley Ceramics Marketing Director Liu Quyi believes that research work should be result-oriented and then implemented in detail. During the research, many aspects such as product promotion, business promotion and data collection were actually compatible.
Wells Ceramics Marketing Director Han Bangsheng added that from another perspective, the footholds of these aspects are actually are consistent. The research project should first focus on collecting data in order to effectively carry out product promotion and business support work to empower the brand.
Jinyi Ceramic Tiles Zheng Yan, Director of the Strategy Department, said that the media actually has a relatively large value for the brand during market research. , the most critical point is to convey the brand’s work results from a third party’s objective perspective. For example, by disseminating the successful methods of some benchmark dealers, this information also plays a certain educational role for other dealers; at the same time, it also endorses the brand and plays the role of KOL.
Company/brand representatives worked together to discuss and sort out the direction for the "Tao Xing China" national ceramic tile and sanitary ware market survey project, and many of themput forward constructive opinions< /strong>’s representative.
Big Horn Deer Ceramics Brand manager Liao Lifeng said that there are currently more than 1,500 Big Horn Deer Ceramics stores across the country. A huge amount of effort is spent on business and business protection. By participating in the terminal market research project of China Ceramics Network in the past two years, Dajiulu Ceramics has realized that brands can actually achieve common growth with agents through media platforms.
Huida Ceramics Marketing Director Zhang Gengzeng said that the marketing department of the ceramic industry is special compared to other industries. There is less need for market research. Because of this, marketers need to understand the market and competitors more. In the final analysis, the marketing department still serves sales. You will find that the marketing department is always asked about the input-output ratio when building and promoting a certain channel.Using data to judge whether it can effectively help the ceramic industry marketing department transform and extend the career vitality of this position.
KMY International Light Luxury Tiles Huang Guoyi, deputy general manager of the Market Management Center, agreed with the speech of the representative of Huida Ceramics. He believed that the market Business departments often face the soul torture of "conversion rate", so they urgently need to find a model that makes channel construction assessable and quantifiable.
Haosheng Enterprise Zhang Shuang, director of the Melco/Vero brand marketing department, believes that the goals and starting points of this research project are It's important. The data in the national ceramic tile and sanitary ware market is very large, and manual data collection will inevitably face many difficulties and obstacles. The project team can consider embracing technology and innovating the original data collection methods.
Geshi Ceramic Tile Marketing manager Yan Xiaohua agrees with the concept of Haosheng Enterprise Representative. He said that the national ceramic tile/bathroom market research It is a very ambitious task, covering a wide range of areas and rich in content, so it will be easier to build a database with the help of technology.
Owen Lai Plain Modern Brick Wen Yingren, planning director of the Brand Management Center, said that the survey itself is of great value , but it is not easy to implement. Even a vertical survey requires platform and technology support. The project team can consider integrating multiple resources to build a database for the ceramic industry.
Hongyuan Ceramics Group Marketing Director Wu Xu believes that the current media in the industry hope to jump out of the industry circle and reach the consumer side. This is also a great dream for the industry. Since China Ceramics Network is determined to move in this direction, it might as well put aside the aspect of empowering brand promotion and be more pure. The research plan is divided into steps, and the research content is divided into topics. This matter is done from an objective perspective of the industry.
As a representative of the organizer, Li Xuezhi, deputy secretary-general of the Ceramics Branch of the China Building Decoration Materials Association, expressed his hopes for China Ceramics Network: I hope that this time the "Ceramics The "Execution of China" national ceramic tile and sanitary ware market survey project is serious and pragmatic, truly reflecting the market situation.Convey the voice of dealers, do practical things for the industry, and do good things for brand development.
At this point, the launching ceremony of the "Tao Xing China" national ceramic tile and sanitary ware market research project was a complete success. I believe that with the care of the association and the support of the "think tank" composed of many enterprise/brand representatives, China Ceramics Network will live up to expectations and do a good job in product promotion and promotion for ceramic brands by analyzing channel changes, exploring consumer demand, and reflecting market trends. The work of cultivating business provides data support for the marketing strategies of ceramic companies.
