On June 11, China Ceramics Network held a customer appreciation dinner titled "Tao Zhe Speaks - Never Forget the Original Intention and Help the Brand" at the Ganpohui Club in Foshan. Shuncheng Group, Shunhui Ceramics, Qianghui Enterprise, Nengqiang Ceramics, Wells Ceramics, White Rabbit Ceramics, Langjing Bathroom, Gold Medal Asia Tiles, Diamond Ceramics, Huiya Ceramics, Jinsi Road Ceramics, Jinsi Jade Representatives of enterprises and brands such as Ma Ceramics, Qiangpai Ceramics, Jinyi Ceramics Tiles, Jinduo Ceramics, Taotao Swimming Pool Tiles, Kamiya Ceramics, Xinzhongyuan Ceramics, etc. attended the thank-you dinner, and were received and accompanied by Pan Chunhua, General Manager of China Ceramics Network, etc. .
Thank you dinner video clip (duration 3 minutes and 46 seconds)
In a relaxed, pleasant and warm atmosphere, representatives of various companies and brands spoke freely and sparked some ideas.
■ The difficult market has become the norm, we must maintain an optimistic attitude
Regarding the unprecedented "cold winter" that the building and ceramics industry has encountered since 2018, many enterprise and brand representatives said that this has been confirmed by personal perceptions of business trip terminals this year. In such a situation, except for White Rabbit Ceramics, which continues to show a good momentum of supply exceeding demand due to the particularity of its main product exterior wall tiles and main sales model engineering channels, most companies and brands are living more difficultly than before.
In the severe market situation, companies often lay off employees and pay arrears, senior executives leave and even close down. The entire building ceramics industry can be described as "suffering". Many people in the industry, including dealers, have issued warnings Feelings about the difficulty of survival. This kind of mentality is very bad. It can be said that it is harmful to overcoming difficulties but not beneficial at all.
Thank you dinner scene
“Whether the economic situation is good or bad actually has nothing to do with you.There is a relationship, there are bad companies in good times, and there are plenty of good companies in bad times. Most of China’s best companies did not come out of good times.” This is a point that Jack Ma often emphasizes, which profoundly reflects : Although the market is not good, it is a crisis, but it is also an opportunity. The key to a company's success does not lie in whether the situation is good, but in how people act and how to rely on their own efforts to adapt to the situation.
In the face of adverse situations, some companies and brands, unlike most who are pessimistic and follow the trend, have shown valuable optimism and set an example for other companies. For example, Jinyi Ceramic Tiles, with its series of positive policies and measures, has allowed internal employees and dealers to see the changes and efforts made by the company in response to the general environment, which has greatly boosted everyone's confidence.
Manufacturers must maintain a good attitude, and the same applies to dealers. As for the good mentality of dealers, keeping up with the pace of manufacturers is an important aspect. Several business and brand representatives believe that most of the dealers who do well are those who actively implement and execute the manufacturer's policies.
■ Only by having the courage to struggle can we survive and develop
How to survive and develop in the difficult market conditions? Several business and brand representatives expressed the view that they dare to "fiddle", which actually means actively innovating and seeking change. That is, not only do they need to maintain a good mentality, they must also pay several times more than before and make changes according to market changes.
Zheng Yan, Director of the Brand Strategy Department of Jinyi Ceramic Tile (left); Huang Zuoyao, Marketing Director of Jinsi Yuma (middle); Chen Xiaogang, General Manager of Diamond Ceramics (right)
For example, Jinyi Ceramic Tiles continuously innovates products to stimulate dealers, and opens up the low-end product market while adhering to the differentiation of mid- to high-end products, which greatly promotes the growth of the market share of engineering channels and allows dealers to gain A benefit.
Cheng Xiaoli (right), marketing director of Jinduo Ceramics; Chen Xiaogang (left), general manager of Diamond Ceramics
For example, Jinduo Ceramics, under the helm of Chen Zhijie, the president born in 1985,Oriented by user needs, we use the "Tile Design China Tour" designer activities, the "Jinduo Design Park" platform and new media as carriers to promote brand rejuvenation through "design-driven marketing", thereby connecting brands, designers and users. Connect to drive business growth.
Shuncheng Group Marketing Manager Li Shufen (1st from left); Deputy General Manager of Marketing of Huiya Tiles Jian Qianmin (2nd from left); General Manager of China Ceramics Network Pan Chunhua (3rd from left); Xinzhongyuan Ceramic Brand Department Manager Hu Haifeng (right)
For example, Huiya Tile is trying to implement a branch model directly managed by the headquarters in Nanjing, Jiangsu Province to solve the pain point of dealers’ high logistics costs, radiate surrounding dealers, and promote dealers to join.
For example, Jinsi Yuma Ceramics, with ten years of persistence, launched the original product K Golden Brick 4.0, realized the transformation from "local tyrant style" to "light luxury style", and created the "designer style" The new designer channel model of "Agent Strategy" successfully recruited more than 500 designer agents in the first investment promotion event in Hangzhou.
For example, Diamond Ceramics is trying to create a 5G customization model to link users more effectively and accurately, and reduce profits to feed back to the market, thereby empowering dealers and designers to achieve openness, linking, and sharing.
Guo Jianhong (right), manager of the Langjing Bathroom Brand Communication Department; Xi Fangqiang (left), director of the Golden Silk Road Tile Empowerment Center
For example, Jinsilu Tile is different from the monotonous black, white and gray cool style on the market. It closely follows the fashion aesthetics of contemporary young people and takes a unique approach. It creates a "website" at the terminal that is least like a ceramic tile store. Red Tile Store", and supports dealers with the "three guarantees" policy of "packaging stores, ensuring survival, and ensuring growth".
Zhou Yanjun, Marketing Manager of Kamiya Ceramic Tiles (1st from left); Li Shufen, Marketing Manager of Shuncheng Group (2nd from Left); Huiya TileJian Qianmin, deputy general manager of marketing (3rd from left); Pan Chunhua, general manager of China Ceramics Network (right)
For example, Kamiya Ceramics has assigned the product development function to the marketing department, forcing product development to be market-oriented and closer to the real needs of consumers.
In short, only by constantly adjusting and changing according to the current market changes such as channel fission and consumption upgrading can we remain invincible in the face of heavy competition.
■ Different opinions, higher expectations
Focusing on the terminal topic and China Ceramics Network's "Channel Fission·Market First" terminal market research project, all companies and brand representatives had in-depth discussions. Some people put forward their own insights on terminal marketing; others fully affirmed the terminal market research activities that China Ceramics Network has been insisting on, believing that China Ceramics Network has provided first-hand information for the building ceramics industry with its in-depth and solid research on terminals. The event raised new and higher expectations; there was talk of both.
Hu Jichun (left), chairman of Taotao swimming pool tiles; Zhang Huazhao, director of marketing department of Qianghui Enterprises (middle); Tan Tianqian, executive deputy general manager and brand operation center manager of Gold Medal Asia Tile (right)
Zhang Huazhao, director of the marketing department of Qianghui Enterprise, pointed out that the current turnover rate of shopping guides at various brand dealers in the building ceramics industry is very high, the proportion of old shopping guides is declining year by year, and the professional quality and skills of new shopping guides are insufficient. This is a sign of a lack of training and should be taken seriously and addressed.
Huang Guoshan (left), manager of Nengqiang Ceramics Planning Department; Hu Jichun (right), chairman of Taotao swimming pool tiles
Huang Guoshan, manager of the Planning Department of Nengqiang Ceramics, believes that with the implementation of the national hard-decorated housing policy, centralized procurement of projects may become a new growth point for some companies and brands in the future. Taking the different needs of engineering customers as the starting point, perhaps providing them with excellent solutions is a way to promote centralized engineering procurement.
Guo Jianhong, manager of the brand communication department of Langwhale Bathroom, switched his career from the home appliance industry to the construction and ceramics industry. He introduced the recent actions of Langwhale Bathroom from the three dimensions of brand, marketing and products, and humbly expressed that it was a good idea to attend this dinner. Come with a learning attitude.
Wells Ceramics Planning Director Lin Shulan (left); White Rabbit Ceramics Marketing Director Huang Yanhong (middle); Qianpai Ceramics Marketing Manager He Jieting (right)< /p>
He Jieting, marketing manager of Qiangpai Ceramics, believes that starting from the next step of ceramic tile sales, which is service, and focusing on channels such as craftsmen and project managers may be a direction for companies and brands to maintain stable performance and growth.
Hu Haifeng, manager of the brand department of Xinzhongyuan Ceramics, hopes to know how effective the innovative methods of some companies and brands are in the end market, such as some brand package paving, the national uniform price of Jianyi marble tiles, gold silk jade Ma Ceramics’ “Designer Agent Strategy” and so on.
Li Shufen, marketing manager of Shuncheng Group, introduced Shuncheng Group’s data system strategy of using big data to feed back dealers, and proposed that with the help of China Ceramics Network’s terminal research, we can obtain real data on the terminal market and the reasons why the market is cold. Specific reasons.
Tan Tianqian, executive deputy general manager and brand operation center manager of Gold Medal Asia Tiles, believes that whether ceramic tiles can sell well, designer channels are crucial. Only by focusing on the designer channel and laying a solid foundation for this channel can the sales of ceramic large slabs be successful. He hopes to understand the current status of ceramic large slabs in the terminal through China Ceramics Network's terminal research, find ways to guide consumers to purchase and use ceramic large slabs through dealers, and open up the domestic market for ceramic large slabs.
……
It is raining heavily outside the window, and the chatter inside is particularly intense. It was not until 11 o'clock in the evening that this extraordinary dinner, which lasted for nearly 4 hours, came to an end. Long after the dinner, several company and brand representatives who attended the dinner sent WeChat messages to Pan Chunhua, general manager of China Ceramics Network, expressing their hope to participate in more such events in the future to enhance communication and mutual learning among peers. Will.
The guests took a group photo after the thank you dinner
On June 13th, China Ceramics Network’s “Tao Zhe Speaks—Don’t forget the original intention and help the brand” customer appreciation dinner will continue for the second time; on June 16th, China Ceramics Network’s “Channel Fission·Market First” "Terminal market research (Xuzhou Station) will be carried out vigorously. More sparks of ideas and more terminal information, so stay tuned!
Author: Zen Can
