Article/Zencan
During the COVID-19 epidemic, online live broadcasting, which had no presence in the ceramic industry, suddenly attracted much attention and successfully attracted countless ceramic companies to invest in it. All of a sudden, various live broadcasts, especially live sales, were in full swing, and the battle report data was also quite beautiful.
In this regard, many people in the industry believe that due to issues such as product attributes, the role of live broadcast sales by ceramic companies can be said to be more publicity than sales, and self-excitement is greater than actual results. Moreover, the battle report data is suspected of exaggeration or even fraud, and it cannot really have much impact. The sales performance is just a stopgap measure during the epidemic. However, they only saw the live broadcast in front of them, but did not see the efforts made by some ceramic companies behind the live broadcast.
In Zhongtaojun’s view, the efforts behind the live broadcast are the reflection of the strong strength of those ceramic companies.
一
Facing difficulties and taking responsibility bravely
For most ceramic companies, they have been in a "cold winter" caused by factors such as overcapacity, shrinking retail sales, and channel fission in the past two years. In addition, they encountered a sudden epidemic at the beginning of 2020, and they are facing The pressure can be imagined. But even in such a bad situation, some ceramic companies faced the difficulties and bravely took on social responsibilities.
At the beginning of the outbreak, Weimei Group (Marco Polo Ceramics), Dongpeng Holdings, Xinmingzhu Ceramics Group, Hongyu Group, Mona Lisa Group, Shuncheng Ceramics Group (Shunhui Ceramics), Jianyi Marble Ceramics, Jinyitao Group, Dozens of ceramic companies such as Nobel Ceramics, Diou Home (Oshennuo Ceramics), Owen Lai Ceramics, Huida Sanitary Ware, Langjing Sanitary Ware, etc. responded quickly at the first time and strongly supported the anti-epidemic, with a total donation of more than 100,000 yuan. Ten million yuan has made its due contribution to the country's victory in this war without gunpowder. During the same period, although most ceramic enterprises did not necessarily directly donate money or materials, they continued to postpone the start of construction and reserve positions for employees.In the same way, we silently help fight the epidemic.
Later, most ceramic companies withstood the pressure and actively promoted the resumption of work and production on the premise of ensuring the safety of employees and epidemic prevention and control, and contributed to the recovery of the local economy. For example, ceramic companies such as Jinyitao Group and Mona Lisa Group immediately established an emergency working group for epidemic prevention and control. They implemented prevention and control measures in accordance with government requirements, conducted personnel inspections, provided employees with various prevention and control materials such as masks, and established Effective measures such as relevant responsibility systems give employees peace of mind; Jiajun Ceramics has introduced an epidemic prevention and control information registration and management system very early, supplemented by complete and sufficient prevention and control materials, to build an "epidemic prevention wall" that gives employees peace of mind, and is known as the "epidemic prevention wall" Ceramics companies are benchmarking companies in the fight against the epidemic; Weimei Group and Dongpeng Holdings have not cut wages or laid off employees due to the epidemic, while Shuncheng Ceramics Group (Shunhui Ceramics) has paid wages to employees who were unable to return to work due to the epidemic.
As the epidemic situation improves, some ceramic companies have begun to extend their public welfare efforts beyond the epidemic situation. Nu Skin Pearl Ceramics Group, Nengqiang Ceramics, Qianghui Ceramics, and Jinduo Ceramics responded to the government's call and participated in the "Hand in Hand" sponsored by the Chancheng District People's Government of Foshan City, hosted by the Chancheng District Poverty Alleviation and Development Office, and the Chancheng District Nanzhuang Town People's Government. The "Porcelain" Kindness and Love Walking Together to Help Liangshan Win the Battle of Poverty Alleviation" campaign donated ceramic tiles with a total value of more than 18.3 million yuan to the three counties in Liangshan that Chancheng provided assistance to.
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These ceramic companies that have contributed to epidemic prevention and other public welfare undertakings during the dual dilemmas of "cold winter" and the epidemic not only reflect a strong sense of social responsibility but also The spirit of responsibility also demonstrates strong comprehensive strength, thus further expanding the brand's popularity, reputation and influence.
二
Manufacturers join hands to empower terminals
Under the special circumstances of the "cold winter" coinciding with the epidemic, manufacturers and dealers need to work together more than ever. Some ceramic companies are well aware of this principle and have begun to work with dealers to overcome the difficulties and empower terminals.
Guanzhu Ceramics relied on the "Guanzhu Cloud Academy" in the "Guanzhu Smart Store" to give full play to the advantages of online learning and held a series of online trainings "Warm Spring Fighting the Epidemic and Restarting Growth" to allow terminal employees to work at any time during the epidemic. Maintaining a state of "war readiness" has effectively improved their marketing knowledge and skills. On this basis, Guanzhu Ceramics applied what they learned and collaborated with dealers across the country to carry out online marketing activities. Following the complete success of the "Fight the Epidemic at Home, Share Online - The First Jingdong Live Broadcast Sale" on February 27, From March 12th to 27th, we joined hands with Douyin, Toutiao, and home experts to create a "trendy" IP - Douin Home Home Furnishing Festival, which attracted more than 290 million people to watch, and more than 20,000 orders were sold, achieving online traffic drainage. The collaborative integration of offline experiences provides consumers with better services and experiences.
Qianghui Ceramics has been deeply involved in new retail for several years. It guides dealers to embrace new retail and enter the Taobao live broadcast platform. It also uses this platform to organize nationwide online promotions and allocates huge financial subsidies to reduce product prices. True love benefits consumers. What it is exploring is not to replace offline with online, but to work with dealers to find their own new positioning in the process of mutual cooperation.
Gold Medal Asia Tiles gathers the strength of the entire brand, provides tens of millions of dollars to aid dealers across the country, and provides tens of millions of live broadcast subsidies to benefit consumers. It promotes various assistance measures in an orderly manner to help terminals overcome difficulties. As of April 13, six batches of dealers have benefited from the Gold Medal Asia Tile Support Terminal Project.
After directly providing assistance to Hubei dealers, Lion Ceramics launched a new development strategic model of "function transformation and full marketing" to improve the comprehensive business level of each marketing staff of the manufacturer through all-round and multiple angles, and provide one-to-one assistance Terminal stores across the country; use tens of millions of cash as renovation subsidies to launch a large-scale online promotion campaign of "share tens of millions of red envelopes and renovate your home without leaving home" that can benefit dealers and consumers across the country.
Eagle Ceramics uses "brand renewal,With the theme of "Value Advancement", we upgraded the brand VI and launched smart stores in the 5G era; we formulated and launched end-enabling policies from six aspects: brand, products, channels, terminals, services, and policies to create provincial benchmarks and small-city merchants; unite the country Distributors conduct live promotions on the JD.com platform of "Hundred Cities Linkage, Online Direct Purchase Benefits", offering huge discounts on all products.
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By empowering terminals, these ceramic companies on the one hand give dealers strong guarantee and confidence, and on the other hand they also allow dealers to provide better products The service is given back to users, resulting in a win-win situation for manufacturers, dealers and consumers.
三
Follow the trend and innovate quickly
In the face of the epidemic, some ceramic companies, while closely following the trend of live broadcasting, also responded quickly and had many highlights in other aspects.
Dongpeng Holdings promptly played the two cards of "health system" and "channel construction for large home furnishings", released the whole-house floor health system strategy, and established the establishment of the four major brands of Lanshe diatom mud, AIA ceiling, and Holike whole-house customization. The China Home Health Protection Alliance has been established, bringing a spring breeze to the home furnishing market in 2020.
Asia Ceramics timely launches a new product "Almighty Century Stone" that combines four core properties of negative oxygen antibacterial, 0.5mm tight seams, ultra-durable diamond glaze, and ultra-flat body, to solve the pain points of the current mainstream residential tiles at once, and is committed to Create an ideal living space for consumers with all-round quality and whole-house health.
Wells Ceramics has quickly launched a number of measures to respond to the epidemic: First, embrace new retail, open a digital online channel layout, use new marketing tools, carry out multi-dimensional sales, promotion and publicity, combine online and offline, Explore more forms of diversified development, quickly build an online mall, and develop symbiotic value among manufacturers.long-term model; the second is to integrate internal resources, produce high-volume and high-quality short videos with the theme of brand strength, product strength, event publicity, promotion publicity, investment and franchising, and widely disseminate them on platforms such as Douyin, WeChat Moments, and WeChat official accounts. , greatly enhancing the brand's activity.
Shunhui Ceramics quickly launched the "Shunhui Charity Lecture Hall" and "Shunhui Dealer Service System" on Douyin and WeChat respectively. "Shunhui Public Welfare Lecture Hall" aims to spread household knowledge, promote traditional culture, and use public welfare to promote brand promotion. The course content covers Chinese studies, education, emotions, home decoration, design, Feng Shui, soft decoration, channels, products, marketing, etc. , the audience is targeted at ordinary fans of Shunhui Ceramics Douyin account and fans of pan-home industry practitioners. Since the lecture started, it has received a good response from fans. "Shunhui Dealer Service System" is a very innovative small program based on serving dealers. Dealers can conveniently fill in information on it and get directly to the manufacturer quickly. The manufacturer will respond in a timely manner, so that it can be done quickly and well. Service dealer.
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These rapid innovations that followed the trend not only tested the viability of ceramic companies in the market shutdown situation, but also tempered their ability to adapt to emergencies. Conveyed strong confidence to the market.
Finally, Zhongtaojun would like to introduce to you a comprehensive innovation - Shunhui Super Brand Day (Shunhui Shunju Festival).
Shunhui ceramic tiles "Shun Culture" centralized display:
Series of posters
Series of short videos
TikTok Challenge
Cultural and creative peripheral gifts
Big names in branding and design come together to endorse
Activity blasting
Online and offline
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Create Shunju Festival IP
Shunhui Super Brand Day will be held from April 28th to May 16th, come and participate now! Massive cultural and creative gifts and a billion-dollar sweeping robot are waiting for you!
For details of the event promotion, please click "Read the original text" to learn more.
