▲Specially launched live broadcast investment promotion again on October 16th
On July 20 this year, the first online live broadcast investment promotion event was specially held. The effect was good and 111 cities were won.
How can you gain so many customers through a two- to three-hour live broadcast? Is it really that easy to attract investment? Of course not. Live broadcast investment promotion is just a medium, and the reason why customers pay is behind the medium.
The intensity of competition in the ceramic industry in recent years is obvious to all ceramic people. With the emergence of the new coronavirus epidemic this year, the difficulty of attracting investment for ceramic companies has become "next level".
Qiu Meng, the special deputy general manager, said that compared with previous years, it is relatively more difficult to attract investment this year. One of the reasons is that the epidemic has left many dealers in a wait-and-see state and are unwilling to invest too much, which has even caused some dealers to wait and see. Dealers are reducing their brand holdings and reducing store size; the second reason is that with the rise of engineering and decoration, the ceramic tile retail market is declining, and dealers have become more cautious in choosing brands.
Then the question is, What core competitiveness does it have that can open the hearts of wait-and-see and cautious dealers? Qiu Meng gave the answer during the conversation with Foshan Linear Communication.
▲The kind and talkative Qiu Meng
Three years to lay the foundation
Build a profit model for negative ion ceramic tiles
Qiu Meng pointed out that The reason is that it has specially built a set of differentiated negative ion ceramic tile marketing profit models.
In order to create this differentiated negative ion ceramic tile profit model, we have been working hard for three years.It forms a competitive barrier specially constructed by "one store, two people, three return visits and four must-have meetings".
At the end of 2016, Dete began to fully switch to negative ion ceramic tiles, and the technology and product reserves that have been in progress since 2004 have been elevated to the height of brand strategy. But Te Te knows that "forging iron requires one's own hardness." Therefore, from 2017 to 2019, Te Te has been focusing on the construction of some basic work, such as product research and development of negative ion ceramic tiles, exhibition hall upgrades, team building, terminal marketing, service processes, etc.
▲Specially built negative ion science and technology museum
Facts have proved that this calm operation is correct, because as an emerging category, the sales difficulty of negative ion ceramic tiles lies in: how to make consumers aware of the invisible negative ions. Three years of solid foundation have allowed Te Te to explore a set of negative ion tile profit models of "one store, two people, three return visits, four must-know" through constant updates and iterations.
Qiu Meng revealed that The special profit model of negative ion tiles solves the problem of how to introduce negative ion tiles to dealers, customers and end consumers, how to sell them, and how to sell them. After going there, there are a series of problems such as how to let customers feel the advantages of negative ion ceramic tiles and make referrals.
Through this profit model, special dealer customers have a clearer understanding of negative ion ceramic tiles, allowing them to truly realize the value of negative ion ceramic tiles and sell them. Brands in Shenyang, Jiangsu, Jinhua, Zhengzhou, A large number of excellent customers such as Shangqiu and Yiyang.
▲Specially done science popularization work for negative ions
Five major differences
Throughout pre-sales, during and after-sales
Then, What exactly does the special negative ion tile profit model include? Specifically, there are five major differences in the whole process of pre-sales, sales and after-sales of negative ion ceramic tiles.
Pre-sales, reflected in the differences between brands and showrooms. In order to match the negative ion ceramic tile products, the exhibition halls of the headquarters and terminals have been specially built into negative ion science and technology museums, which can conduct experiments for visitors, demonstrate the birth process and advantages of negative ions, and display specially designed negative ion ceramic tiles. professionalism.
On sale, reflected in product and marketing differences. The product itself is an extremely functional negative ion ceramic tile, which can remove harmful substances such as oil smoke and formaldehyde in the home space. These can be demonstrated through experiments; moreover, its colors are also designed by star designers. The knife will not ignore the decorative performance because of the addition of negative ion function; in addition, the price of the product will not be higher because of the addition of negative ion function. Function, color, price, the six spatial marketing systems give the special negative ion ceramic tiles a solid backing in marketing.
▲Special negative ion tile designs and colors are designed by star designers
After-sales service is reflected in the difference in return visits from old customers. For ordinary ceramic tile products, after-sales service mainly focuses on issues such as color and flatness, but a special project has been added, which is to use professional testing equipment during return visits to allow consumers to witness the negative ion ceramic tiles with their own eyes. Differences in air quality between spaces and non-negative ion tiled spaces.
Moreover, I will pay a return visit three times in total, when the tiles are laid, when the decoration is completed, and six months after moving in. Through the comparison of the results of three return visits, consumers can further experience the advantages of negative ion ceramic tiles. In this way, consumer referrals will come naturally. On the contrary, if the consumer finds that no negative ions are produced during the test, we specifically promise to deliver bricks for free, and they have been insured by the Chinese People's Property Insurance, completely dispelling the problem.consumers’ worries.
Qiu Meng believes that when Te De is perfect in every dimension, there is no need to worry about imitation by others. Moreover, when dealers want to look for differentiated products and brands, Te De will be the first to think of it. .
▲Specially conduct return visits to old customers
Online plus offline
Start investment promotion campaign for all employees
After three years of solid foundation work, the focus has naturally shifted to channel investment. Therefore, we specially launched a full-scale investment promotion campaign this year, but we faced a challenge.
The challenge is that the traditional investment model has brought great obstacles this year due to the epidemic. However, the epidemic has promoted the development of online training and online promotions among ceramic enterprises, and has also opened up a new business format of online live broadcast investment. In the wave of the times, we also took advantage of the trend to carry out online live broadcast investment promotion activities, and won 111 cities in the first live broadcast investment promotion held on July 20.
Qiu Meng pointed out that online live broadcast investment promotion is just a way to attract traffic. Through live broadcast, a specific brand concept can be conveyed, so that more people can understand the specific brand characteristics, and at the same time obtain more customer needs. The reason for the success of online live broadcast investment is to return to the specially created negative ion ceramic tile profit model, which is also inseparable from the accumulation of private domain traffic in the early stage of offline and the continuous tracking in the later stage of offline.
▲Specially officially released live broadcast investment news
In fact, Techi has achieved more than half of his investment goals this year, and there are nearly 100 customers who have paid intention deposits, and most of them will come to attend the Foshan Ceramics Expo in October.
Qiu Meng predicts that there will be a small upsurge in investment promotion in the second half of this year, so he specially held an online live investment promotion event again on October 16th to let customers know the general situation of the special project in advance, and invited them to attend on October 18th. During the opening of the 35th Foshan Ceramics Expo, we went to the Foshan headquarters for detailed discussions.
Seeing that this year's small goal is about to be achieved, Qiu Meng is full of confidence in the special investment model. Currently, there are more than 200 economic cities and 70There are more than 0 negative ion experience stores. In the next three years, we will vigorously expand into small and medium-sized cities, and eventually cover more than 1,500 negative ion experience stores in more than 600 cities. By then, a doubling of sales volume in three years will naturally be achieved.
▲Specially built negative ion experience store
Investment and recruitment
Create a new blue ocean of healthy ceramic tiles
The booming development momentum has led Tete to start increasing production capacity. Therefore,a new production line was specially added this year, and 200 million to 300 million will be invested to build two more production lines.
In terms of products, focusing on negative ion ceramic tiles, products of larger specifications have also been developed. During the 35th Foshan Ceramics Expo, Fengshang slate products in specifications such as 1200㎜×2400㎜, 800㎜×2600㎜, and 900㎜×1800㎜ with tight joints were specially launched.
▲Specially launched negative ion slate products
There are two types of brands that will survive in the future. One is the oligarchic company in all categories, and the other is the company that is the first in a certain segment, and especially belongs to the second type. He hopes that more knowledgeable people will join the rising ranks of special forces.
On the one hand, we specifically hope to cooperate with more thoughtful and like-minded dealers to jointly expand the market pie of negative ion ceramic tiles.
On the other hand, we have specifically developed large-scale development in prefecture- and county-level cities. We will recruit and build more than 100 business schools and sales, service, and development teams. After being trained by the business school, each region will be equipped with sales and development teams. , training and other professionals to provide systematic assistance to end customers.
Qiu Meng believes that the real explosive period of negative ion ceramic tiles is far from coming. He believes that the industry will definitely usher in this healthy trend and opportunity, because health is the foundation and pursuit of human decoration, and health is the greatest added value of ceramic tiles.
Specially developed, developed and sold negative ion ceramic tiles, training, event planning position recruitment: 13827773457 Mr. Qiu
▲Techi’s vision is to let all mankind enjoy pure air
