A few days ago, China Ceramicschina published an article thinking about the development of the ceramic industry in response to the "work suspension notices" in various places " The "stop work order" specifically targets real estate upgrades. What should the ceramic industry do? 》, which aroused everyone's emotion. Under the epidemic, keeping an eye on government policies and measures and response strategies inside and outside the industry has become the top priority for people in the ceramics industry every day. From the beginning of 2018 to the arrival of 2020, China Ceramics Network's terminal market research project has visited more than a dozen cities. If it were not for the outbreak of the epidemic, China Taojun might be walking in another city for research at this moment. Although the pace has been temporarily stopped, it cannot stop our investigation.
In response to the market affected by the epidemic, the following are the real voices from terminal channel vendors in the ceramic industry, as well as some discussions focusing on the current situation, and some response strategies that have been made in some exclusive fields.
Dealer< /span>
Current situation: a lot of bitter words, another melee
Countermeasures: Pay attention to real estate initiatives and improve systematic services
"This epidemic will cause varying degrees of damage to the industrial chain of the ceramic tile industry, just like being blown by a typhoon, leaving a mess of chicken feathers!"
"The combination of multiple factors has made terminal store sellers exhausted... A sudden outbreak of the epidemic crushed our last life-saving straw."
“We will be in pity if we are notified that the resumption time will be extended again and again.”
"Online marketing of ceramic tile products is not yet mature. It is mostly used for advertising and almost no transactions."o;
"After the epidemic, the prices of products sold in terminal stores will not be the lowest but even lower. There will be a lack of money, inventory clearance, cash out, trampling on each other, and fighting...it will be another free-for-all."
——"Bitter water" from terminal dealers in Wenzhou, Shanghai, Nanjing, Hangzhou, Xuzhou and other places
In response to the voices of the above terminal dealers, Zhongtaojun launched a topic discussion in the terminal market research WeChat group in different places on the day when the online construction started. Among them, the suggestions given by three terminal brand operators are worth thinking about and Learn from.
From: "Financial Associated Press Telegraph"
“Crisis always seems to force out new opportunities for social development. Just as SARS unexpectedly became the catalyst for the explosion of China’s Internet e-commerce 17 years ago, this time the COVID-19 epidemic may help e-commerce complete the construction of new housing projects. In-depth transformation of the transaction market? Will Evergrande’s announcement of full implementation of ‘online home purchase’ bring changes to the upstream and downstream industries, including the ceramics industry?” (Soon, Evergrande announced a 25% discount on real estate properties across the country.)
——Wu Guoyong, general manager of Shandong Qingdao Big Thumb Building Materials and gold medal Asian tile distributor
"Online sales of ceramic tiles require online system support + offline personnel landing services. Special materials have their particularities, but the experience of ceramic tiles and the need for service will be worse. The prefabricated type is now popular and universal. It’s begun.”
——General manager of a brand branch in Nanjing
“In the melee, there will be an inflection point, which is to change the existing model.A new model of 'small building materials supermarket with multi-category extended products + decoration-related construction services' will emerge, such as (ceramic tiles + sanitary ware + cabinets) + (decoration design, construction and installation services). The branding of ceramic tiles will weaken, and the quality of ceramic tiles will and decoration effect will be improved. Study and learn the business models of Apple, Muji and IKEA to implant products into the minds of young people, and then you can find customers. If you can understand, master and apply them, you can satisfy customers. need! ”
——Yang Debin, General Manager of Diweidi (Shanghai) Co., Ltd.
End of "sound": Even if the ceramic end market situation is unclear, we cannot stop thinking about it.
Design Circle
Current situation:Original project digestion stage
Countermeasures: Strengthen management services, increase and subdivide business sections
Ceramics is a traditional industry, but who stipulates that traditional industries cannot have new developments? For example, the Forbidden City culture is popular among young consumer groups, which is a sign of new growth, relying on new models and new "nutrients" to promote its spread. Lao Qiao, a veteran in the ceramics industry, originally promoted the brand name Benetton Ceramics and the main product was imitation carpet tiles. Now he has changed his insistence for many years - the main product is rock slabs, and the name of the external platform has been changed to Yanjie. What is more important is the sales model of the platform. In his recent greetings at the start of the project, he mentioned: Yanjie is mainly online business, and the pressure is slightly less than that of traditional ceramic companies. Because in the past, they used designer channels, so they were mainly focused on design. Teacher, everyone in the industry is under pressure now, but big industries will eventuallyAfter all, there will always be someone decorating it, it just depends on who is more efficient.
So, it is also a change in thinking, an upgrade and change in the model, and there is the role of designer channels.
Sourced from: Jiangsu Jinhua Decoration, Wenzhou Home Expo & 14 local decoration companies
Zhongtaojun’s article on February 2"What efforts has the ceramic industry made during the current epidemic?" 》 mentioned: On January 30, Red Ant Decoration Group donated 1 million yuan for epidemic prevention and control; subsequently, on February 5, it was learned that the Shenzhen Interior Designers Association organized more than 200 members of the Shenzhen Interior Designers Association to donate 500,000 yuan. yuan; on February 9, it was also learned that Guangdong Xingyi Decoration Group had raised a donation of 1.8 million yuan; on February 17, Shangde Decoration reported that it had joined hands with hundreds of owners to help Wuhan donate more than one million yuan, and there were other low-key designers. Groups - their (donation) organizational capabilities are no worse than any production company. Of course, their operational capabilities are still good, especially those pure designers who rely on their brains to make a living.
Example:
Character Road, this well-known advertising design company in Foshan ceramics industry, started construction at the same time as Zhongtaojun. "The company is small. There were 14 people on duty when we started work, just half of them. Others are working online. There are many things that the company needs to deal with. We have a technology development department to help customers with digital marketing. After the Spring Festival, some companies took the initiative to contact us. This morning I also contacted The two clients held a video conference to communicate, and I felt that it was a good opportunity to launch a digital marketing system," said Pan Dewen, the person in charge of Role Road.
Sanqianyipin Space Creative Agency is a design and decoration company known for its involvement in the design of exhibition halls for ceramic companies. However, Li Jian, creative director of Sanqianyipin Space Creative Agency, said: “Design projects for ceramic companies We don’t do much now. We currently have three major business sectors – integration of educational venue design & construction; corporate brand & space design integration; and high-end residentialIntegrated design services. These three major sections have been handed over to the organizational departments of my brothers who have been with me for many years. Currently, they are all "different", which is okay. Under this epidemic situation, investment by prospective customers will slow down compared to previous years. At present, the main task is to arrange the team to complete the design project at hand, and at the same time strengthen online cooperation and comprehensive use of task management software, and then all Provide online training for employees to deal with subsequent unforeseen situations. ”
End of "Voice": Before the Dilemma , there are always people who see hope, so there is a future; there are people who make changes in projects and management in advance, so that they can face irreversible situations more easily on the way forward.
Real Estate
Current situation: House purchase consumption has been downgraded and the property market is dormant
Countermeasures: Hundreds of real estate companies switch to online sales
It is said that the month of the Spring Festival every year is the off-season for real estate. This year, the off-season during the Spring Festival for real estate has been extended longer. First of all, various places are carrying out epidemic prevention and control, so building sales offices, building intermediaries, and offline promotional activities originally planned by real estate have been forced to "shut down." Furthermore, affected by the development of the epidemic, all walks of life in the country's economy have All have been affected to varying degrees, and the mentality of home-buying consumers has also changed from positive to negative - "Keeping stability, sacrificing investment" has become the psychological reaction of many consumers.
According to the data chart of "New Supply Area and Changes of Commercial Housing in 84 Key Monitoring Cities During the Spring Festival of 2020" compiled by the "CRIC China Real Estate Decision-making Consulting System" - more than 95%New housing listings in cities are experiencing “zero supply”.
Then, online sales are one of the solutions for all walks of life. This is also what Zhongtao Jun said in "Typical Case: Manufacturers Join Hands to Work Together" The "quarantine economy" mentioned in the opening article of "Fighting the Epidemic". In the past few years, real estate companies have all engaged in online sales. However, when online sales have not been perfected and have not achieved great results, in the end, no cases have been taken seriously or have a large transaction rate.
At this moment, when online sales are regarded as one of the ways out for various building sales, or even the only way out, real estate tycoons are eager to lean towards online sales, as you can see while sitting at home and scrolling through WeChat Moments:
#Where is the best place in the world? New Year’s Dream Plan to help you find the answer#
——Country Garden
(The slogan is still centered around festivals and is conservative, but the meaning between the lines is worth considering)
—— Evergrande
(The advertising slogan directly throws out its discounts, which shows that it urgently needs to "sell" the property)
#Choose a good house, buy it at home, be happy without going out, choose a good house online#
——Sunac
(The slogan tells the public that they can choose a house online by clicking on the link on the page, which is clear at a glance)
Of course, the real estate companies that have invested heavily in publicity are still the top few, and the behavior of other real estate companies "not to be outdone" is to improve every detail of online sales within the existing conditions or within the scope of controlling the lowest cost. , such as:
First, organize and effectively analyze user information data obtained through online sales to further increase the customer acquisition rate.
Second, when promoting online, do not forget to increase altruistic behaviors that have a direct effect, such as gift rebates and re-distribution of profits, etc.
Third, increase effective online promotion methods. In addition to your own public accounts and mini programs, you can also choose to cooperate with websites or new media platforms that have faster entrances and more traffic. This is the website The role of platforms with higher weights (hard-core advertising: China Ceramics Network ranks first in the industry in terms of weight), and live selling of houses by Internet celebrities is a popular way for real estate developers to use new media platforms.
Fourth: Enhance the online home buying experience, simplify the online home buying transaction process, and increase after-sales protection. For example, Times, Midea, Sunac, etc. have launched no-reason check-out activities... and so on Online sales services are designed to eliminate customers' troubles and worries.
End of "voice": Online sales Have shortcomings, is not suitable for any industry, but any industry must learn to "cater" to it.
Finally, let me share with you some inspirational words from Wu Xiaobo: Almost all opportunities in the world are forced out. The Chinese say "crisis", which also means that behind dangers there are new opportunities. Maybe many years from now, we will cruelly say to ourselves, I am grateful for the COVID-19 pandemic, which pushed us to a desperate situation, but also allowed us to rediscover new possibilities.
