On June 13, China Ceramics Network's second "Tao Zhe Speaks - Don't forget the original intention and help the brand" customer appreciation dinner was held at the Foshan Ganpohui Club. Yu Feng, full-time vice president of the Marketing Branch of the China Ceramics Industry Association, Jiang Chong, executive deputy secretary-general of the Marketing Branch of the China Ceramics Industry Association and other association leaders, together with New Pearl, Asia, Dajiulu, Fenfang, Ouya, Grace, Trento, Representatives from companies and brands such as Boensa and Guppy attended the thank-you dinner.
Highlights of the Appreciation Dinner Video
When all the talented people arrive, they continue to feast. To paraphrase Wang Youjun's "Lanting Preface", "Although it does not have the grandeur of silk and bamboo orchestral music, 'one chopstick and one theory' is enough to express the quiet feelings."
Yu Feng, the full-time vice president of the Marketing Branch of China Ceramics Industry Association, gave a toast
Nan Shunzhi, chairman of Big Horn Deer Super Wear-Resistant Marble Tile (left) 1); Pan Chunhua, general manager of China Ceramics Network (2nd from left); Yu Feng, full-time vice president of the Marketing Branch of China Ceramics Industry Association (2nd from right); Ye Xiaomei, director of the Publicity Department of New Pearl Group (1st from right)
Yu Feng, full-time vice president of the Marketing Branch of the China Ceramics Industry Association, mentioned in his toast that the industry’s data analysis from 2018 and 2019 to the present It has indeed declined, but the market is still there, and there are still many opportunities for ceramic companies.
Jiang Chong, Executive Deputy Secretary-General of the Marketing Branch of China Ceramics Industry Association
Regarding the terminal problem, President Yu Feng put forward his own suggestions: Judging from the market performance in the past two to three years, those who are high-end first-line brands still have to decentralize For those who engage in wholesale and price competition in third- and fourth-tier cities, their operating conditions are pretty good. The difficulty is that the brands in the middle that are neither good nor bad are still crowded together. Therefore, if companies want to do well, they should really think carefully about their positioning.
Dinner scene
Ren Zhengfei once said: "No matter how hard a person works, he can never keep up with the pace of the times, let alone in the era of knowledge explosion. Only by organizing dozens of people and hundreds of thousands of people can we keep pace with the times. Hundreds or thousands of people work together, and only by standing on this can we feel the feet of the times."
Regarding the topic of the terminal market, the guests present that night were not unhappy.
Nan Shunzhi, Chairman of Big Horn Deer Super Wear-Resistant Marble Tiles
Nan Shunzhi, Chairman of Big Horn Deer Super Wear-Resistant Marble Tile: Think simply, do it realistically.
Nan Shunzhi expressed his views on the market environment: "Whether the environment is favorable or unfavorable has nothing to do with us. Our products can satisfy some people. That’s right, the key is to see the future trend clearly. Many times, companies like to think too much, and when they think too much, they can’t think clearly about their positioning.”
There is often a cognitive misalignment in the industry - manufacturers wishfully think what kind of products consumers need, but in fact they often have to meet consumer needs. Just solve their pain points. The reason why big-horned deer super wear-resistant marble tiles are so popular is that their products solve the pain point of previous glossy tiles on the market that are not wear-resistant.
Nan Shunzhi also believes that marketing is actually not that complicated. Nowadays, the way their brand sells terminals is basically a return to the business model he used when he was a dealer, which is to do simple things repeatedly and do it steadily. Very handy and more effective.
Hu Dawei, Chairman of Fragrant Ceramics< /p>
Hu Dawei, Chairman of Fragrance Ceramics: We must enhance product value.
"The consumption patterns of terminals are constantly changing. What enterprises can do now is to make this terminal market active. Among them, the supporting sales of ceramic tiles and ancillary products are a good means. ". Hu Dawei took graphene heating tiles as an example: Now many companies are starting to do graphene heating.Ceramic tiles, in fact, to put it bluntly, graphene heating plates are an accessory product. It can enhance the value of products, which is specifically reflected in the increase in practical functions, and the nature has changed from building decoration materials to electrical products. In addition, accessory products can also increase the unit price of the transaction, which is very effective in improving sales performance.
Ye Xiaomei, Director of the Publicity Department of New Pearl Group
Ye Xiaomei, director of the Publicity Department of New Pearl Group: Renovation of old houses is a potential market.
Ye Xiaomei is very concerned about the market prospects of secondary renovation of old houses. She believes that there is still a lot to be discovered in the existing market at this stage, especially the kitchen and bathroom space in the secondary renovation of old houses. According to the living habits of modern people, the demand for ceramic tiles when renovating such spaces is very considerable.
This point was already understood by the research team during the Shanghai market survey in September last year. The redecoration of old houses has become one of the important battlefields for ceramic tiles in Shanghai, and there are specialized The performance of decoration companies that position themselves as decoration by renovating old houses is rising steadily. At the Nanjing Station of this year’s terminal survey, Liu Dalong, the head of the Nanjing Decorative Materials Trade Association, also mentioned in an exclusive interview with this website: Old house renovation and old house redecoration are potential huge markets that have been ignored, even if it has not yet shown its potential at the moment. The trend of scale is inevitable in the future.
Lin Huizi (left), Director of Ouya Corporate Image Construction Center
Lin Huizi, Director of Ouya Corporate Image Construction Center: The branch system plays a positive role.
When it comes to setting up a branch system, Lin Huizi, director of Ouya Corporate Image Construction Center, has a deep understanding. It is reported that Ouya Enterprise has established 9 European and American Ceramics and 4 Omega Ceramics, a total of 13 branches, most of which are based on provinces. The headquarters provides "hardware" to the branches, while the "software" in terms of operations is borne by the person in charge. This mechanism of being responsible for profits and losses has a very great motivating effect. Lin Huizi gave an example. The Harbin branch has developed more than 70 distributors, and the quality of distributors is also very well controlled.
Guppy Ceramics General Manager Wu Jinbiao (left); Kamiya Ceramics Marketing Department Yao Yaqing (right)
Wu Jinbiao, General Manager of Guppy Ceramics: Now is the best time for traditional brands to enter Tmall.
According to Wu Jinbiao, in 2009, Guppy Tiles saw the good momentum of e-commerce channel development in the next five years and took advantage of the trend. As expected, it developed very smoothly. . Consumer groups are changing, and so are consumption patterns. In 2019, he set his sights on the future new retail method that combines social e-commerce and offline physical stores. Ten years later, history is surprisingly similar.
Gan Baobing (left) of Asia Marketing Department; Huang Sanyin (middle) of Asia Marketing Department ); Li Fenling, Business Department Manager of China Ceramics Network (right)
What do you want to say to the research team?
Jiang Chong, executive deputy secretary-general of the Marketing Branch of the China Ceramics Industry Association, said that she is very concerned about the work of the research team and hopes that everyone will work hard and not let down everyone's expectations. China Ceramics Network continues to work hard to be an interesting and informative media.
Grice Ceramics Marketing Director Lin Xiaoxia (left) Grice Zeng Xiaoling from the Ceramics Marketing Department (right)
Lin Huizi, director of Ouya Corporate Image Construction Center, said that the research team provided terminal market information that the company needs very much, which is very worthy of praise. I hope to get more information about consumer trends in the future, which will also be of great help to corporate product development.
Trento Ceramics Chairman Liu Jun'e
Wu Jinbiao, general manager of Guppy Ceramics, has paid attention to the terminal research project very early. He hopes that the research team will continue to gain insight into the consumer demand of terminals and at the same time identify the pain points of terminal agent operations. and feedback from your heart.
Trento Ceramics General Manager Xu Bin (left); Baoen Li Zhijian (right), general manager of Sha Ceramics
All friends present affirmed the China Ceramics Network terminal research project, and at the same time expressed their enthusiasm for the next stop&ld"Xuzhou Station" expressed his sincere wishes. Pan Chunhua, general manager of China Ceramics Network, also said that he would listen to opinions from many parties and conduct research on each city.
Liao Lifeng (left) from Big Horn Deer Super Wear-Resistant Marble Tiles Marketing Department; Wang Fang (right), deputy general manager of China Ceramics Network
During the dinner, President Yu Feng also talked with everyone about the topic of "industry model workers". He said that in addition to the media going to the terminal to conduct research, companies should also go to the terminal to understand the situation. For example, there was a very popular photo before - Jin Yitao Chairman He Gan was sitting on the suitcase in the carriage. It is understood that Nan Shunzhi, chairman of Dajiulu Super Wear-Resistant Marble Ceramics, also runs terminals in person all year round. He couldn't help but joke to himself: "Coming to Foshan is like a business trip."
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In an environment where the industry is constantly hearing information about "cold winter" and "haze", this group of people can get together and chat happily about hope and confidence. There are caring greetings from old friends, there is also the joy of making new friends, and there is also the harvest of sharing with each other. The guests enjoyed themselves while drinking and drinking. This gathering of friends in the ceramic circle lasted until half past nine. Pan Chunhua, general manager of China Ceramics Network, responded to everyone's enthusiasm and said that gatherings to enhance exchanges and mutual learning would be held frequently in the future.
The guests took a group photo after the thank you dinner
China Ceramics Network's "Tao Zhe Speaks - Don't forget the original intention and help the brand" customer appreciation dinner will continue in the future; on June 16, China Ceramics Network's "Channel Fission·Market First" terminal market research (Xuzhou Station) will be hot Expand. More exciting content and more terminal information, so stay tuned!
Reporter: Hong Xiaochun
