"Excellent design is one of the cornerstones of successful business strategy." The word "design" here can include product design, VI design and other aspects for brands in all walks of life. With the improvement of consumer aesthetics, design is an important means to convey brand information and promote successful conversion rates.
As for "design" for ceramic products, it is necessary to do product design before sales, and then to the spatial application design of the product, that is, exhibition hall design, which is also inseparable from soft decoration design. This requires complex and extremely long procedures to present a perfect product display space.
1
Consumption backward style upgrade
As of June 22, according to the 32 ceramic tile dealers, designers and heads of building materials, home furnishing stores, and decoration companies interviewed by the Xuzhou Station research team of China Ceramics Network: Xuzhou consumers are big Most of them pay great attention to the appearance of the products. If the ceramic exhibition hall does not look good, consumers will not even want to enter the store.
▲Dongpeng ART+ Tile Exhibition Hall
▲Marco Polo Tile Exhibition Hall
▲Big-horned deer super wear-resistant marble tiles Peixian Lingchuang International Plaza Exhibition Hall
▲Nobel Tile Exhibition Hall
▲NobelPorcelain Tile Exhibition Hall
▲Xin Zhongyuan Ceramics Xuzhou Exhibition Hall
▲Mona Lisa Xuzhou New Century Exhibition Hall
▲Jianyi Marble Tile Xuzhou Shenghui Exhibition Hall
▲Jinyi Ceramic Tile Exhibition Hall
▲European and American Ceramics Exhibition Hall
▲Xin Runcheng Ceramics Exhibition Hall
▲Owen Lai plain modern brick exhibition hall
▲Juncheng Ceramics Exhibition Hall
▲Mango Tile Exhibition Hall
▲Elizabeth Exhibition Hall
▲Lee Home Ceramics Exhibition Hall
▲No. 1 Marble Tile Exhibition Hall
▲ICC Tile Exhibition Hall
▲Mati Tile Exhibition Hall
▲Champion Tile Shenghui Store Showroom
▲Senni Ceramics Exhibition Hall
First look: the front desks and doors of ceramic brand showrooms in Xuzhou
Although Wang Jing, assistant to the general manager of Xuzhou European and American Ceramics, mentioned that there may be a few years' gap between the acceptance ability of Xuzhou consumers and first-tier cities. However, after the research team visited Shenghui International Home Furnishing Plaza, New Century Building Materials City, Oubeisha Building Materials City, Easyhome, Red Star Macalline, Minjia Building Materials Plaza, and Lingchuang International Plaza in Xuzhou, it is not difficult to find: < strong>80% of ceramic brands have newly installed showrooms within one year, and 95% of ceramic showrooms are in modern and simple style. The visual display of brand products can generally reflect the brand positioning and its target groups.
▲Part of the European and American Ceramics Xuzhou Exhibition Hall
Dong Jiaohe, a distributor of Juncheng Ceramics in Xuzhou, said from the bottom of his heart: Post-80s and 90s generations all consider "appearance first" for products, and brand is only the second choice; moreover, it is difficult to compete in the market Under the current situation, in order to capture a small part of the natural customer flow and also drive some half-package channels, the design of the exhibition hall must keep up with the market development trend. In terms of performance, since the store was renovated in 2018, there has been a greater impact on store sales. Great improvement effect.
▲Part of Juncheng Ceramics Xuzhou Exhibition Hall
▲Part of the Mona Lisa Ceramics Xuzhou New Century Exhibition Hall
Guo Rui, assistant general manager of the Mona Lisa Xuzhou dealer, also revealed: Since the renovation of the New Century store (470 square meters) in 2019, the original order value has increased from 15,000 to 20,000 yuan/ This year, it has reached more than 50,000 yuan/unit (unit size of more than 120 square meters). "There are many finely decorated houses in Xuzhou city, and the rest can be consumed by consumers who buy rough materials. So we pay more attention to the design and atmosphere of the exhibition hall. Not long ago After walking around the Jiangsu North Market, a staff member from the company's marketing department reported that "all market stores in Xuzhou rarely turn on lights and air conditioners. Only Mona Lisa always turns them on regardless of whether there are customers entering the store." The natural flow of customers has been reduced. , so the store needs to remain online at all times. ”Perhaps, all local operators of ceramic brands need to convey this awareness from top to bottom at all times.
2
Upgrade of Consumption Reverse Model
In addition to the upgrade in style, the ceramic exhibition hall also has upgrades in functionality or form. Tian Qi, Xuzhou sales consultant of Jianyi Marble Tiles, revealed: The Shenghui store was only renovated in May this year and is mainly based on the display method of small sample rooms. 90% of consumers will like our products when they enter the store, and the Red Star Macalline store A VIP room will be designed to improve customer experience. In the past we were all about style, but now the atmosphere and experience of ceramic showrooms are a way to express the context of the brand and its products.
▲Jianyi Marble Tile Exhibition Hall Xuzhou Shenghui Exhibition Hall
The Big Horned Deer super wear-resistant marble tiles integrate this experience into a more realistic scene - a community model room. Its Xuzhou dealer Li Ling said: "Xuzhou consumers pay more attention to service + design. The design of the tiles is very important. High-end customers generally inspect marble tiles for more than a year. Sometimes they look at marble tiles. The texture of the product will be more professional. The texture and quality of our products can withstand the scrutiny, so we will form a model house alliance with other building materials categories to station in the community, and the products can be directly displayed and applied. "However, as far as the author is concerned, Jiao Lu’s ultra-wear-resistant marble tiles are indeed a common model for its brand to focus on residential channels in various local markets.
▲Big-horned deer super wear-resistant marble tiles Peixian Lingchuang International Plaza Exhibition Hall
In addition, in the fourth-tier county-level cities, Dong Jiajia, a Peixian dealer of Dajiaolu super wear-resistant marble tiles, insisted on continuing to raise the brand's height, and occupied a 330-square-meter exhibition hall in the largest and latest building materials market at the county level. , the renovation cost is as high as 600,000. "I used to work in fabric art, and I am very sensitive to the color of products. The texture and color of Dajiulu's products are very good, and the price is in line with the needs of our local consumers. Making ceramic tiles requires 90% of the energy. As long as the bricks are made well, the rest will be done. You can do it in any category, so you have to be willing to invest in it up front,” Dong Jiajia, born in the 1990s, said bluntly.
3
Upgraded consumption backward thinking
Facing the current market situation, some people are waiting in confusion, while others see opportunities. In this regard, Shenghui International Home Furnishing Plaza Ge Liju said at the beginning of the interview: In fact, there are some channels that everyone ignores, such as workwear. You must know that the workwear project will not be able to keep up with the consumer group if it is not renovated in three years. Aesthetic needs, so this is a direction that can be developed. Has a valid message been revealed here? Therefore, whether it is affected by consumption upgrades or the state’s vigorous promotion of finely decorated housing, “the idea determines the way out.”; This is the view expressed by Shen Hongjun, a Xuzhou dealer of Asian ceramic tiles, during an interview.
▲ Part of Xinzhongyuan Ceramics Xuzhou Exhibition Hall (cost investment 1 million)
Back to the exhibition hall design. In the past, the thinking of the older generation of ceramic people was that it would take four months to renovate a store. If the store was renovated as a whole, it would affect the sales of ceramic tiles. Therefore, people generally would not renovate the store easily, or install it half-used. Half way to redecorate. Sun Xiaoxiao, the second generation of Tao born in the 1990s, the Xuzhou dealer of Xinzhongyuan, spent more than 2 months to completely renovate the exhibition hall that had been reduced by 300 square meters (the original area was 800 square meters), and in It reopened on April 18 this year. According to him, not only was the exhibition hall unaffected after the reduction in area, but it also received praise from a number of designers. In early June this year, the full-year tasks required by the manufacturer were completed ahead of schedule. He believes that "The current market does not necessarily require large stores, and the model of large stores is not necessarily the best. As long as the design is good, I would rather install it every other year."< /p>
▲Part of Xin Runcheng Ceramics Xuzhou Exhibition Hall
The above views of the post-90s generation are quite close to those of Zhang Jinling, a Xuzhou dealer of Xinruncheng Ceramics who was born in the 1980s. He also mentioned: Nowadays, the rental costs of various stores have been rising, and the exhibition hall does not have to be large and should be reasonably designed. In addition, it is enough to incorporate some smart electronic products to display product application effects and enhance the experience of the exhibition hall. The important thing is to make good use of it within the effective area.
4
Consumption reverse staff upgrade
I still remember the research operation on the first day (June 17). When the research team arrived at the headquarters of Happy Space at 17:00, they saw Ren Baohua, a core figure with an annual sales volume of 150 million in the Xuzhou market.(Champion Tiles & Guanzhu Ceramics Xuzhou Dealer) is drawing design drawings in the office. This is a leader who is recognized as the most forward-thinking in the local market, because consumers are increasingly demanding design. , if you want to capture the remaining customers other than finely decorated rooms, you must have a design solution that meets their unique needs. The team was still meeting at 19:00 when our interview ended. This is also a team recognized in the local market as having the best brand sales and is willing to work hard. In the final analysis, a company’s leadership is also inseparable from team efforts.
In Xuzhou, the price of a bowl of noodles is about 6 yuan, which shows that the consumption level is not high. If the unattainable housing prices are ignored, the starting salary of an ordinary shopping guide and business is 3,000 yuan/month, plus commission. Generally, up to 8,000 yuan/month is not bad. But in the view of Shen Hongjun, a Xuzhou dealer of Asia Tile, if their staff do not go out to study and have no contact with the outside world, their thinking will definitely not be able to keep up with market development, so he usually "pays out of his own pocket" to send his staff to other places. Study marketing or design. “I stopped hiring several of our shopping guides before because they were unwilling to learn design software. Design marketing is very important. I also hope they can learn some knowledge about color matching. ”
▲ Part of Dongpeng ART+ Tile Xuzhou Exhibition Hall (cost investment nearly 1 million)
Therefore, in the fierce market competition environment, the improvement of thinking awareness is also an upgrade.
End·Supplement
As for design, the responses from people engaged in decorative design are more convincing. Yesterday morning, Chen Shiwen, general manager of Lianjia Decoration, said humorously about the current situation of Xuzhou’s home decoration market: There are only 4,000 rough houses delivered this year (data without final verification), but the registration of home decoration design in Xuzhou includes decoration. There are 5,000 companies, so many home decoration companies are developing in the six major counties of Xuzhou, starting with second-hand houses that they would not undertake in previous years or just balconies,Wardrobes and other finely decorated rooms that need to be renovated; in the past, customers had no choice when the items were listed, but now as long as customers want to change the size, we will immediately take consumers to the material showroom to make new choices. In the case of scarcity of customers, for each Every customer is as enthusiastic as meeting a relative. ——This is the current situation of home decoration design companies.
▲Jianqiu Space Design
Today’s research team chatted with Qiu Jian, the design director of Jianqiu Space, and found out that his design studio undertakes 30 projects every year, all of which are large flat floors and large villas, similar to the most high-end Yunlong Guanding in Xuzhou (20,000 Yuan/square meter, the owner’s net worth is at least 300 million, and the investment in home decoration hardware and software materials reaches 10,000 yuan/square meter. The domestic marble tiles used for the 280 square meter flat floor are 200,000 yuan, and the imported bricks are 500,000 yuan). In his opinion, people who are really engaged in design will pay more attention to the effect of project works. ——This is the current situation of design studios.
▲Hu Yanqin, President of Jiangsu Water Cube Architectural Decoration Design Institute (middle)
Also today, President Hu Yanqin of Jiangsu Water Cube Architectural Decoration Design Institute said in an interview with the research team: Xuzhou tooling projects generally do not specify specific brands for ceramic tile products, but they have high requirements for quality, so The bidding conditions generally specify Foshan brands. Under the trend of industrial upgrading, energy conservation and environmental protection are an opportunity for ceramic tile products, but there must be technical improvements, continue to study product attributes, and maximize the attributes of imitation stone. For example, current slate products can be further studied. If The quality is better than that of rock slabs but the price is lower, which has great market potential. Currently, only a few East China brands come to recommend new products to us. ——This is a suggestion at the workwear level.
Author: Yi Ya
