For the building and ceramics industry, the key words in the market since 2018 are definitely “Channel fission” and “Consumption upgrade”. The first to react under the new situation must be the terminal dealers who are on the "frontline" of the market. The competition among dealers of various ceramic tile brands is intensifying. If you want to grab the cake in the existing market share, you must first make the spoon in your hand bigger, and then you can dig out more. Everyone must know that the dealer's spoon refers to" marketing means”and “Service capabilities”.
In recent years, design software has been emerging under the banner of empowering terminals and signing artifacts. Who is it? ” The author has conducted multiple investigations to reveal its true identity for you.
What exactly is 3D cloud design software?
3D cloud design software is actually a virtual reality editor. The uses of this software mainly include model import of 3D scenes, post-editing, interactive production, etc. It provides a large number of support tools and auxiliary libraries to help users quickly create a scene. This type of software is also widely used in the traditional ceramics industry, including the now popular 720° VR panoramic exhibition hall, terminals one-click tile laying to produce design renderings and so on.
Compared with 3Dmax, 3D cloud design software is the difference between semi-professional tools and professional tools. It’s like taking pictures with a mobile phone and a professional camera. Professional cameras will definitely take better pictures, but mobile phones are easier and more convenient to use. Its operation only requires users to have basic 3Dmax modeling and rendering basics, and with a little knowledge of the software, they can create home decoration effect scenes very conveniently and quickly. In this way, ceramic tile dealers can not only meet the design needs of consumers, but also reduce the cost of hiring resident designers.
It seems incredible that a brick-seller becomes a user of design software. In fact, for novices who have never used this kind of software, it will indeed be a bit difficult; but for dealers who have used basic terminals, they can basically use the functions inside to provide design services for customers. Nowadays, even some designers have begun to use design software such as Kujiale and 3DJia because it is more convenient and faster, subverting the designers' usual concept of using CAD and 3Dmax.
Why do people who learn Java focus on those who do it?
Then there is another question, why do these software companies focus on the building materials and home furnishing industry?
1. Use design software to empower the ceramic industry and realize that “what you see is what you get” for consumers
Xu Jiafu, general manager of Sanweijia Central China District once said at a meeting that ceramics is a very traditional industry. In the past, there was no shortage of orders in this market, but in recent years, The industry has changed. Nowadays, those born in the 80s and 90s have become the main consumers in the industry. They buy beautiful things that they like. How to make cold ceramic tiles more beautiful requires the use of design tools. In fact, like ceramic manufacturers, they hope to cooperate with dealers to help sellers provide good services, while also optimizing the buyer's consumption experience and realizing "what you see is what you get".
2.3D cloud design platform may become a breakthrough point for new retail in the pan-home furnishing industry
Chen Hang, CEO of Kujiale believes that most products in the home furnishing industry are rarely sold online and mainly rely on offline stores, so his idea is to Connect consumers, designers and businesses. Although this connection already exists, what they want to do is to make this connection more efficient, so the platform they built may become a breakthrough point for new retail in the pan-home furnishing industry.
3. Use innovative thinking and technological advantages to establish big data in the industry chain
Elements Executive Director Li Lianzhu once said: Facing the contemporary market with diverse resources, detailed social division of labor, and extremely developed Internet, as long as you create new ideas, you will There are relevant technology industries to realize it. He believes that the current industry chain is fragmented, and there is no connection between agents and consumers, manufacturers and agents, and manufacturers and consumers. Using the advantages of technology can help the ceramic industry form a big data reconstruction of people, Goods and yards, through terminal business needs, provide reference big data for enterprise production and manufacturing.
What do ceramic tile dealers think of this type of design software?
1. Lou Hong, Manager of Nobel Ceramics Nanjing Branch: It varies from person to person
“Our product application software still needs to be selected for different customers. This is related to the operating proficiency of the designers at the dealer. The software currently on the market has its own advantages and disadvantages. If you use The headquarters makes decisions, so they all need time to adapt.”
2. Zheng Qian, head of Asia Ceramics Nanjing Branch: We must keep up with the pace of the market
“Today’s sales are no longer just about selling bricks. Consumers need more services. As a tool, this kind of product application design software can bring great benefits to sales when developed. It’s very helpful, such as making it easier to communicate with customers and report expenses, etc. In fact, sales really need the support of this kind of software, and the headquarters should keep up with the pace of the terminal market.”
3. Wang Zhenmou, Nanjing agent of General Ceramics: It is necessary to improve the quality of shopping guides
“We have been applying related technical software since 2007. The performance requirements for this type of design software are mainly that the functions must be complete and the frame rate of the rendered images must be high. We Store sales adopt a one-to-one follow-up system (including room measurement, design, and after-sales service), so every shopping guide in the team must be able to use this software. Because of this system, the quality requirements for sales staff will be relatively high, so each salesperson must be able to use this software. Everyone must have the ability to take the initiative to learn. ”
4. Chen Xinchun, Campari Nanjing agent: It depends on the direction of sales
“The design requirements are not very strong, and the software only needs simple color matching and drawing functions. If the brand positioning is cost-effective, consumers will have fewer requirements for such services. , it is not cost-effective to have a resident designer, so design software plays a role at this time.”
How does design software affect ceramic tile sales?
Regarding the idea of using this kind of design platform for e-commerce, the author interviewed many people in the ceramic industry, and they all said that this idea is still immature.
Because the decision-making chain of consumers in the building materials market will be relatively long, consumption habits are more inclined to go to physical stores, see the physical products and then negotiate prices face to face. It is too simple to allow the C-end to pay directly on such platforms. Perhaps there may be this form of consumption in the future, but what is certain is that it still needs a very long process of preparation and evolution.
The so-called new retail does not have any fixed form. It just makes buyers and sellers more efficient.
Nowadays, this type of design software is only used as a service tool during sales, and this service capability has gradually become the standard for terminal dealers.
In my observation, the author found that many people in this industry are still lucky and think that design needs to be done only if consumers take the initiative to ask for it, otherwise there is no need to do it. However, the author believes thatthe industry should change its thinking and proactively provide services (including design services) to enhance the terminal’s market competitiveness.
Although many companies have introduced this type of software and used it for a certain period of time, the effect is not significant. In this regard, the author has sorted out the following problems:
1. The level of dealers is uneven, and it is very difficult to conduct unified training, so the training effect is not ideal;
2. The department in the company that understands design does not interfere with marketing tools, and the department responsible for marketing does not understand design software;
3. Software companies only know how to teach dealers how to use software, but do not know how to use design software to sell bricks;
4. A large amount of information data is fragmented and cannot be truly integrated.
In response to these questions, the author interviewed Wang Yuetong, deputy general manager of Foshan Qianlong Information Technology Co., Ltd., and the answer he got was:“The design software is similar, but the key is to see whether it is used in practice to solve the problem of terminal sales. Pain point. Design software can only be regarded as a service tool at present, and a system of pre-sales marketing + design services is what dealers really need. ”
It is understood that Qianlong Company is currently providing digital marketing transformation services to Jinyitao and ICC, focusing on building a "brand-dealer-designer-consumer" to establish a digital Efficient linking to integrate and utilize resources. Let the shopping guide find the things needed for sales within 30 seconds. Only by successfully converting customers into customers can the subsequent service work be carried out smoothly.
Wang Yuetong told the author that their work is mainly to solve marketing pain points from three major aspects: The first aspect is Drainage issues: The source of customer flow in terminal stores; the second aspect is Conversion issues: the ability of pre-sales guides to retain customers; the third aspect is optimizing data management span>: The headquarters obtains the status of the terminal immediately, the store manager clearly understands the sales situation of the clerk, and the shopping guide understands the customer's preferences at any time.
Final summary: In terms of product application design software, the ceramic industry urgently needs an overall solution to solve the above problems; otherwise, no matter how good the terminal equipment is, Just use the cannon as a shotgun.
