China Ceramics Network News (Author: Xiao Fang Go to the terminal) In the ceramic industry, there has been a popular saying that "Guangdong people make bricks, Fujian people sell bricks". I have also heard that sales of many ceramic companies said that if they develop a Fujian person as a customer in the area they are responsible for, it will be a pick-up. Treasure found. Fujian people have always been "bold and shrewd", "hardworking" and "strong problem-solving ability". With these advantages, they have won the honor of "Fujian people who are the best at selling bricks".
At the end of 2018, there were 137, nearly 10%, of the construction and ceramics enterprises above designated size were eliminated; as of the end of May 2019, there were 104 more. With consumption upgrading, channel fission, and industry reshuffle accelerating, in order to understand the pain of transformation of more terminal dealers during the industry reshuffle period, and to empower the transformation of manufacturers in the new development period of the building ceramics industry, China Ceramics Network has been publishing since June 2018 Terminal research will be launched in March. As of August 20, 2019, the China Ceramics Network terminal research team has visited 9 cities. From August 10th to 17th, the research team visited Fuzhou, Fujian Province, and basically did not feel the impact of the severe environment on many dealers in Fuzhou.
"We don't seem to pay much attention to the general environment and are only responsible for selling our own bricks. That’s it.” This is what the research team heard most from ceramic tile dealers during their visit to Fuzhou. However, does the general environment really have no impact on Fuzhou dealers? Through visits, the research team found that the number of houses delivered in Fuzhou in 2019 was only about 10,000 units, a 60% decrease compared with last year. The incremental market has shrunk significantly. If you say that the general environment has no impact on Fuzhou dealers, you would not believe it. But why can Fuzhou dealers be so calm? By interviewing more than 30 channel dealers in the Fuzhou market, we investigated smallThe group once again upgraded its understanding of the market:There is only the thought of off-season, but there is no off-season market.
This sentence is definitely not a slap in the face, but dealers can use it in the off-season The first reason for calmness. The research team also hopes that through the Fuzhou survey summary, all bricklayers in the ceramics industry will have a calm mind for bricklaying in the off-season.
一
Recognize your own advantages and do not Never advance blindly
After visiting dealer groups in Fuzhou, the research team found that they have strong problem-solving abilities. Basically, there is little dependence on upstream manufacturers, and they have a particularly strong say when cooperating with upstream manufacturers. Because of this, when asked about their need for assistance from manufacturers, many dealers in Fuzhou responded with relatively high levels of satisfaction. Only a few dealers had some suggestions for improvements in product color development and store design. Fuzhou dealers generally believe that in the midst of a major reshuffle in the industry, the most important thing is that relevant practitioners in the various supply chains of the building and ceramics industry should return to their original aspirations, abide by their duties, and do what they should do well. .
For this reason, Fuzhou dealers say the most: We sell here Everyone has their own way of doing business, we just have to sell our own products well.own bricks. To this end, when the research team collected the survey data, it was found that Fuzhou dealers first focused on team and channel development in the process of local brand operation and operation, and then focused on store decoration and store expansion in the local market. The stores of all the dealers interviewed by the research team are basically equipped with two or even six or seven resident designers. However, the Asia Ceramics brand in the first store of Fuzhou Hongxing only has a brand showroom of more than 270 square meters, and its store team is as many as 11 people. This is also a relatively rare phenomenon in other cities.
All expenditure considerations are for performance, this is a Fuzhou dealer operation The pragmatic nature of brick-moving business. Many dealers who have done well also believe that blindly opening a store in the current market is definitely a dead end. In the Fuzhou market, due to the strong consumption power of mid-to-high-end consumer groups and the shrinkage of low-end consumer groups, the store area of domestic ceramic brands in Fuzhou is currently decreasing, while the store expansion speed of imported brick brands is accelerating. Many dealers said that those who are currently developing in the imported brick market are definitely dealers who have dealt with high-end customer groups before, or have strong financial strength, or have teams with experience in serving high-end customer groups. If they do not have these , they will never blindly follow the trend.
二
Follow industry trends and be independent Solve problems
In the process of interviewing more than 30 Fuzhou channel dealers, the research team found that 90% of dealers who are doing well in the local market go to Foshan almost every month to learn about industry trends and their own brand trends. Of course, this has a lot to do with Fujian's proximity to Guangdong and convenient transportation. The research team found that at present, the product trends in the Fuzhou market closely follow that of Foshan. The product categories are mainly large boards and the colors are mainly black and white. Feedback from the sales side is that the 800×800mm specification is still the mainstream of the market, but the 600× 1200mm and 750×1500mm will become specifications that directly follow the mainstream trend.
When investigating the weight of consumers’ brick-buying decisions, the research team found that, Among local consumers in Fuzhou, 50% buy ceramic tiles independently, 20% buy them recommended by designers, and 30% are full-package and half-package companies (of which 30% are full-package and 70% are half-package) . Therefore, many dealers in Fuzhou believe that retail channels still have great potential in Fuzhou.
The research team interviewed a distributor who is doing well in the designer channel in Fuzhou business. As relevant personnel in the upstream and downstream, we all know that the A brand represented by this dealer used to be a brand that focused on export sales and did not have outstanding domestic advantages. It even experienced a slump on the road to domestic sales before, which coincided with the 2015 recession. Only in the industry has he become a dark horse that breaks out of the industry. However, this dealer has been representing Brand A for more than ten years and has never represented a second brand. The research team asked: "How do you develop the market with confidence when Brand A has no competitive advantage? And how?" What about persisting?”
"In fact, every factory will have its own shortcomings, but at the beginning we chose the agent This brand has also been inspected repeatedly. We business people must understand that consumers are doing business with us, not with the brand you represent, so if we do not do well, we can only blame ourselves for our lack of ability, not the manufacturer. Yes, I will go to Foshan to find a way to make up for it. Our previous client groups as designers all needed a lot of product accessories, so IThe original agent’s brand was not available, so I went to Foshan to find it myself. I cannot stop doing this business just because the brand I represent does not exist. Blaming the factory blindly will not help. "The dealer said frankly.
There was once a saying that made chicken soup: "Eggs, when broken from the outside, are food. Breaking from the inside is life. Breaking from the outside is pressure, and breaking from the inside is growth. "When visiting dealers in Fuzhou, I rarely heard complaints about the bad environment and dissatisfaction with upstream brand manufacturers. More people said: "We Fuzhou people all have their own ways of selling bricks, and we all have our own ways of doing things. If we can't sell bricks well, we can only say that we are not capable enough." p>
三
Holding brands for the long term and cultivating regional channels
After interviewing more than 30 channel dealers in Fuzhou, the research team found that currently in Fuzhou Brands that do well include Dongpeng Ceramics, Nobel Ceramics, L&D Ceramics, Romario Ceramics, General Ceramics, Gold Medal Asia Ceramics, Kamiya Ceramics, etc. Dealers have basically held the brands for more than ten years. , most of them have relatively stable and healthy sales channels or customer groups, and the general environment does not have much impact on them.
Chen Dengxiang, general manager of Fuzhou Xinyating Building Materials Co., Ltd. (Fuzhou distributor of Roman Leo Tiles & Xinghui Tiles) reported to the research team that his company currently sells Of the total volume, engineering channels account for 50%, distribution accounts for 30%, and retail accounts for only 20%. In the Xinyating Building Materials Fuzhou distribution system, there are nearly 20 distributors, more than 3,000 square meters of warehousing area, and distribution supporting operation services. With more than a dozen employees, it has formed a complete service team for warehouse management, billing, logistics scheduling, promotion and operations, etc. Chen Dengxiang shared with the research team that he can do well in the two channels of engineering and distribution in the Fuzhou market. Firstly. Because of "loyalty to the brand and long-term holding"
Chen Dengxiang admitted frankly that he chose to represent Romario tiles based entirely on He had comprehensively inspected and understood all the brands in Foshan before. It was important to choose a brand that suited him at the beginning. Over the years, faced with the temptation of various brand investment policies and the impact of high profits, he has always insisted on selling ceramic tiles of the brand he represents and never sells ceramic tiles of other brands. It is precisely because of more than ten years of accumulation that he has gained the trust and recognition of many large real estate developers; and precisely because of this, all distributors, like him, have held these brands for a long time and have basically established independent brand franchises. Store, after more than ten years of hard work and accumulation, by copying the manufacturer's dealer service system into its own distribution management channels, the current distribution system of Xinyating Building Materials is operating very well.
Fuzhou Huiwangju Building Materials Co., Ltd. (Fuzhou Gold Medal Asia Tiles General Distributor) General Manager Lin Shanqiang has been acting as a financial agent in Fuqing (a county-level city under the jurisdiction of Fuzhou) since 2009.Since the brand Asian Tiles, it has also been a model of holding the gold medal Asian Tiles for a long time and growing together with it. In 2012, Gold Medal Asian Tiles achieved an industry legend of 8.6 million yuan in retail sales in Fuqing in 20 days. In 2018, it entered the Fuzhou market. Lin Shanqiang said frankly that before he was in Fuqing, his main business channels were the cement construction channel and the customer referral channel. After moving to Fuzhou, according to market changes, he may have to shift the focus of channel development from the previous cement construction channel to the designer channel, but Due to the accumulation of more than ten years of operating the brand of Gold Medal Asian Tiles, a good after-sales service system has been formed. The staff of the operation team have basically developed a good sense of brand service and can help consumers choose the products. Brick eventually became friends, so whether it was a change in the market or a change in channel, he was not worried at all. The only thing he had to do was to help everyone serve customers well and expand the local presence of Gold Medal Asia Tile with a better service reputation. sales channels.
A bottle of grape wine requires thousands of fruits to brew, and the peel and Throw the dregs to the bird. The wisdom of grapes is passed down from generation to generation, some is filtered, and some is eliminated and drifts away in the wind. The significance of paying attention to brand precipitation is: No channel development can be achieved overnight. If you want to operate a brand's sales channel into a benign and unconditional growth channel of wealth, you can only hold it for a long time and cultivate it intensively.
