China Ceramics Network News On the afternoon of April 19, the forum "2019 China Ceramics Industry in the Second Half • Ways to Break Against the Trend" was held at the Foshan International Conference The exhibition center and theme conference area were successfully held. The forum was co-sponsored by Gaobo Marketing, a well-known marketing company in the ceramic industry, Huapeng Ceramics, and Foshan Ceramics Expo. Ms. Yang Juan, the founder of Gaobo Marketing, gave a keynote speech at the forum on how ceramic industry personnel can break the situation in the second half of the ceramic industry. At the same time, Mr. Yao Songrong, general manager of Huapeng Ceramics, also shared the theme of "Building a 90-day Quick Profit Channel" for the Huapeng brand in the forum.
Teacher Yang Juan, a senior marketing expert in the industry and founder of Gaobo Marketing, believed in her speech that there is no adverse market environment in China, it only depends on how to break the situation. It mainly analyzes three aspects, namely new retail transformation, new channel transformation and new team transformation.
In recent years, industry experts and marketing gurus have repeatedly emphasized the three words "new retail". However, "there are a thousand Hamlets in the eyes of a thousand viewers." ” Everyone’s understanding of “new retail” is different. In Teacher Yang Juan’s view, new retail is mainly targeted at the new generation of consumer groups born in the 1985s and 1990s. Their requirements for aesthetics, service, experience, brand culture, and their own personality characteristics are much better than those born in the 60s and 60s. In the 1970s, consumers who paid attention to cost-effectiveness could be said to have undergone earth-shaking changes. If our terminal ceramics sales are still cold in the exhibition hall, cold service, and use the "brick throwing" method to prove the quality, customers will mainly recommend 800 glazed bricks as soon as they enter the door, and the PK with competitors will mainly focus on price and gifts. , how do we meet the needs of the new generation of consumers?
WeLet’s think about the problem that dealers generally report that there are no people in the store. When the number of customers who naturally enter the store becomes less and less, some dealers choose a contraction strategy, reducing the exhibition hall area, streamlining team members, and reducing brand investment; other dealers choose to "plagiarize" and do whatever Mr. Wang next door does. As a result, the forms of market activities become more and more similar, and the strategies of channels become more and more similar, and eventually they fall into vicious competition among channels! Here, Teacher Yang Juan’s advice to dealers is to know yourself correctly, not to be blindly pessimistic and give up, let alone blindly imitate others, but to repeatedly ask yourself two questions - first, what is the channel I am best at? Second, what are the strategic channels currently hindering my development? Only by once again "deeply cultivating" the channels in which we are good at maintaining our advantages, and resolutely targeting strategic channels at all costs, can dealers get out of channel difficulties.
The third problem is the increasingly prominent problem of team management. Mr. Watson, the founder of IBM, once said, you can take over my factory and burn down my factory, but as long as you keep my people, I can rebuild IBM. In the ceramic terminal, a large number of shopping guides have not received professional training, a large number of resident designers are acting as draftsmen, a large number of channel salesmen are "managed like sheep", and a large number of excellent employees choose to leave because of problems with the incentive mechanism... If dealers still have stores but no management, channels but no deep cultivation, systems but no execution, assessments but no training, and personnel but no teams, they may disappear in the market faster than we think! < /p>
" The brand provides a series of practical enabling services for its partners.
Huapeng Ceramics invested 150 million in special funds to support dealers in 2019, creating a 90-day quick profit channelTao. Provide comprehensive assistance to dealers from store construction, training, terminal empowerment, trial operation, and opening launch: including 45 days of one-stop all-inclusive, design + construction + soft decoration matching, according to dealer channel resources, one store A policy of customized assistance. Send professional design consultants and training instructors to terminal stores to improve the overall capabilities of the terminal team from brand culture, product sales, channel expansion, service improvement, etc., to achieve store marketing management; dispatch senior channel development managers to conduct on-site research and analysis in the city where the store is located The current situation of local market channels, assist and lead its sales team to sort out and carry out channel expansion; the headquarters provides locally owned designer resources and directs them to terminal dealers, who will maintain and follow up;
Provide a complete set of opening activity implementation plans for the store, and arrange senior terminal activity planning managers to lead the terminal team to carry out activity execution to ensure the successful implementation of the opening activities;< /p>
At the same time, we establish a systematic plan for store operations, providing a full-system operation promotion plan from trial operation, store management, personnel training, channel expansion, opening planning, etc.
Huapeng Case:
Two new female agents born in the 1980s who have transitioned from cement wholesale to Huapeng Ceramics in Zhaoqing have recognized Huapeng's terminal business model from the beginning, and the brand has also We attach great importance to our partners. Both parties trust each other and cooperate with the implementation of the overall operation plan based on common goals. In the early stages of building the store, the customer recruited in advance and prepared personnel reserves according to the requirements of the operation plan. The headquarters operations team conducted comprehensive training for the newly recruited employees in terms of brand, products, channels, activities, etc., in order to prepare for the trial A solid foundation was laid for business and opening.
"Recover the money as soon as it opens and make profits in the same month." In order to achieve this goal, Huapeng headquarters and the dealer team formulated a plan based on market conditions and the customer's own resource base. Starting from the plaster construction channel, we provide special support to the plaster construction community and collect a large amount of prospective customer information through layer-by-layer maintenance. onlyIt has only been in trial operation for 20 days, with retail sales of 600,000 yuan.
Yao Songrong, general manager of Huapeng Ceramics, mentioned in his sharing that with the strong endorsement of Eagle Brand Group, Huapeng Ceramics would like to thank the dealers who have supported the development of the Huapeng brand over the past 25 years. , symbiosis with dealers, making Huapeng Ceramics stronger and bigger is the common goal of the headquarters and dealers. A person can go fast, but a group of people can go far. After 25 years of accumulation, Hua Peng is ready to embark on a new journey and start again.
As one of the most influential forums during the 33rd Foshan Ceramics Expo, the dry information shared by the guests at this forum tells us: the market is for everyone To be fair, in the face of the general environment, brands and dealers cannot blame themselves or wait passively, let alone use market factors as excuses and reasons. Crisis means dangers and opportunities coexist. In this unprecedented wave of industry changes, all ceramic industry practitioners Only when personnel adapt to the situation and take the initiative to transform and change can they achieve "the leftover is king".
(This article is provided by the enterprise)
