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Chinese ceramic network terminal research series .

2017-09-16

The Chinese ceramics web site has seen the great changes of the pottery industry for more than 30 years, and the dealers' entry has found a strong way of collaboration through the channels of brand manufacturers. However, behind the vast bulk of the stores, there is a high cost and a lack of flow, which is changing the market consumption network, improving the exhibition hall and the conversion rate of marketing, and looking forward to the pangs of the broken bureau. As an enterprise with the dealer community, the total production of ceramic bricks in the past three years has been over ten billion square meters, but it has not been able to achieve "from 0 to 1" to create a billion brand giant.

The Chinese ceramics web site has seen the great changes of the pottery industry for more than 30 years, and the dealers' entry has found a strong way of collaboration through the channels of brand manufacturers. However, behind the vast bulk of the stores, there is a high cost and a lack of flow, which is changing the market consumption network, improving the exhibition hall and the conversion rate of marketing, and looking forward to the pangs of the broken bureau. As an enterprise with the dealer community, the total production of ceramic bricks in the past three years has been over ten billion square meters, but it has not been able to achieve "from 0 to 1" to create a billion brand giant.

For enterprises and dealers, and they long for a new lease on life in the deconstruction, find rising inflection point, but also have to face, the moment this not elephant ants market: the ceramic market is like a big cake, there is no absolute leading, high market share of large enterprises, but by a great number of food brands. Live in the comfort zone of inertia, face the threshold low, the transition difficult, the benign competition not enough to wait a lot of pain points.

China building sanitary ceramics "top ten" brand series of activities of the terminal dealer survey, a list of "focus on the brand Win brought the terminal "strong, since July 10, after visiting of half moon more than trend s shenzhen, wuhan, nanjing, wenzhou, yichang, and many other cities in main land, each big brand dealer feedback. Under the wave of new retail economy, we will explore the emerging model of ant market and the brand of "giant elephant".

In this period, we take the industrial city of shenzhen as the main axis, and through the exploration of the terminal, we can see the whole panther, and share the commonness and individuality of the building terminal.

Chi and the restless crowds traffic, and the lights city rail that stream, day and night, from the edge of the south China sea a circle, to advance economic weather industrial city, carrying China's first six "design it all", global reputation of shenzhen, the household materials play a wind of led. In the first half of 2017 GDP growth over the "3", the decoration company, hard and soft outfit expo exhibition of prosperity, are given a volume at the leading edge of the new city for stores of terminal market, building ceramic Yun made a clear outline of innovation:

1. Open up new channels for the strong vertical connection of the assembly demand

With the deepening of consumption upgrade, shenzhen, which has a high consumption level, is sensitive and urgent to product quality, decorative design and extreme service. At the same time, depending on the geographical design of the company, the whole assembly and design companies are becoming stronger in shenzhen, and the hot contact situation in the first half of 2017 is obvious to all.

The high-end shopping malls including luohu meijiagong and other high-end stores are oriented by the way of complete clothing and designer, and the brand dealers who have been stationed in the city have invested the cost to build the image storefront. Many dealers set up a resident designer team, said the cooperation with ready company, can keep the steady flow, can also in designer resources, high quality customer and marketing drainage.

The integration design, hard and soft outfit and after-sales service of the whole package ready requirements, casting after 80, 90, the be fond of of new generation of vertical chain, overall solution is fit for the time cost value, more reflect from era to decorate decorate, from rough to hardcover room, bag check in changes in the market.

Whether ceramic enterprises become real estate giant strategic suppliers, or terminal dealers and ready and design company cooperation, all reflect the concentration of the household of upstream and downstream industry more and more high, how to construct the subtle connection, strong relationship between channels, remains to be seen.

2. The manufacturer will transform to the brand service provider

"Best service" for the shenzhen ceramics dealer, is no stranger, from the unified national price to "shore service act", highly praised Jane a local distributor, there is no doubt that is representative of the domestic market brand marketing and service.

Jane a flagship store in shenzhen huang is always in a reporter to interview, points out that we held is a kind of "altruism" tenet, premise can really create value for customers, always put yourself in for them to solve the problem, they buy is the core of the business.

This realization that consultant service is the consumer demand, the designer is the general director's cognition, the professional differentiation advantage for the brand construction. Nurtured by the manufacturer brand support, guide in both type design personnel, the resident of designers and after-sales personnel configuration optimization, or terminal image store strongly built, application, product manufacturers and dealers in culture exhibition, marketing operations are updated together.

"Goods for quality sale, not too high ratio", is becoming the consensus of the consumption era, honest pricing, only the pursuit of reasonable profit really solve the immediate problem, create value for consumers with high quality service, is the tao of the terminal market of shenzhen broken.

Shenzhen ceramic market standing on the design front main land, emerging channels, emerging middle class presents a distinct characteristics, let many terminal stores and brand dealers, there from small step to explore, to gradually and spread out the formats of fashion, it conforms to the economic city's ambitions and resulting tension.

For positioning precision, channel model, and the service quality of products of the shenzhen dealer group, hope this strategy lies in the top design through terminal products, sophisticated, thirty years of ants can broke the ceramic market, dressed in reengineering terminal, bearing up for both the brand and in terms of capacity, real elephant dimension.