Text/catran
On March 24, the International Olympic Committee announced that in view of the sharp increase in the number of patients infected with the new coronavirus, it decided to postpone the Tokyo Olympics to the summer of 2021. So how much damage will the postponement of the Tokyo Olympics cause to the Japanese economy? According to estimates by Time Magazine, the preparations for the Japanese Olympic Games have cost approximately US$25 billion, four times the original budget; Katsuhiro Miyamoto, an honorary professor at Kansai University in Japan, calculated that the loss of a one-year delay will reach US$640 billion. yen (approximately 41 billion yuan), because the maintenance and management fees for Olympic-related venues and athlete villages will increase, and necessary expenses such as athlete re-selection will also need to be expended; if the Olympics are directly canceled, Japan's economic losses will reach 4.5 trillion yen (approximately 288.1 billion yuan).
It can be seen that compared with the economic losses caused by cancellation, postponing the Tokyo Olympics is more "cost-effective". Spring will not fail to come, it will only arrive delayed. While "waiting for spring", it is also an opportunity for many contestants. For them, it is hope. This is like the current situation of the ceramic industry. According to public information on the People's Court Announcement Network, from January to March 2020, 7 ceramic companies across the country were declared bankrupt by the court, while more than 85 real estate companies . There are also many ceramic companieswhoever seizes the opportunity to accelerate consumption changes due to the impact of the epidemic before they are finally eliminated by the market will have the opportunity to become the leader of the industry. Dark horse.
So, in the first quarter of 2020, it seems that a fair competition has emerged due to the epidemic. Both large, medium and small ceramic companies are participating in this competition in different ways. In the race to accelerate change, victory or defeat will depend on each party's efforts during this period. So, what efforts have everyone made? Zhongtaojun interviewed representatives from some ceramic companies.
01
Comprehensive upgrade of production equipment
Integration of departmental personnel resources
Qianghui Ceramics introduces Sacmi production line
Qianghui Ceramics Sales General Manager Yuan Weizhe said: Since the start of construction, we have been most concerned about the resumption of work and opening of terminals. At that time, the brand headquarters had begun to organize online training across the country. Thanks to the improvement of the domestic epidemic situation, we are confident that manufacturers will work together to promote terminal recovery. In March, Qianghui organized a nationwide live broadcast promotion event, which resulted in a total of more than 3,700 valid orders for the event site. In addition, Qianghui also took advantage of this break to once again comprehensively upgrade its production equipment. It signed a contract with the Italian Sacmi Group to introduce the most advanced slate production line. The maximum size of the products produced can reach 3900× 1600mm, whether it is product development or marketing model, we are actively innovating. It can be said that we teach others how to fish. As of now, Qianghui terminal stores have basically resumed operations, and all stores in Hubei except Wuhan have also opened normally.
02
Hand in hand with the Alliance of Architecture and Design
Multiple ways to support terminal sales
On March 28, New Pearl Ceramics Group signed a strategic cooperation agreement with AAUA
" , to achieve the strategic goal of becoming a “big country brand”, new impetus is needed.
Cooperation with the construction industry will be beneficial to the sustainable development of the group, especially high-end construction projects The development of market and professional market segments is of great significance.
Lin Xiaoxia, head of the brand marketing department of Monte Carlo Tiles, Grace Tiles, and Louis Modern Ceramics under the New Pearl Group, said : What is the living environment of dealers that we are most concerned about now? What are their needs? How to help dealers help themselves? Therefore, we are now also using many methods, such as online training, guidance and multi-regional WeChat flash sale activities, headquarters live broadcast to attract traffic, etc., to mainly enhance brand value and promote While developing new products, it helps dealers acquire customers. We have conducted a total of 11 online training sessions, with about 5,000 people listening. Grace, Monte Carlo, and Louis Modern have all conducted live broadcasts. Grace 315 live broadcast has 7.8 million+ online users, 4.7 million shares, 4.8 million link visits, and about 2,000 online locked customers.
Family Number One
Yi Huahui, deputy general manager of marketing for No. 1 Marble Tile, said: First, due to the impact of the epidemic, our manufacturers have re-examined, sorted out and adjusted the overall plan for 2020, such as the lack of online drainage platforms or tools, such as e-commerce , micro-business and even the currently popular broadcasters do not pay enough attention to it. For example, the cultivation of store and channel talents fails to keep up with the development trend, etc. However, the assessment goals for 2020 are unswerving, because the emergence of the epidemic is only one type of market change. Since ancient times, there has been no static market, only talented people who understand current affairs. The epidemic cannot be an excuse or reason for failing to achieve the goals. quarantine economyIn this environment, one of the few actions we can choose is to actively embrace changes, follow trends, and change from passive acceptance to active catering. Only then can we have the opportunity to "turn crisis into opportunity". In addition to having a strong sense of crisis and urgency, we also need to have full confidence, because confidence is more important than gold. Second, under the quarantine economy, traditional face-to-face communication methods are temporarily unfeasible, and communication and communication can only be carried out online. Therefore, after we started work, we intensively held online VIP meetings, online live training, online factory special meetings, etc., as well as traditional phone calls and WeChat communications to convey the company's heartfelt warmth and benefits during the epidemic. To our partners, we also convey information about the company's latest changes including the introduction of imported brands, the design and decoration of the headquarters exhibition hall, the research and development and promotion of art boards and new products with technology overlay. Therefore, everyone has reached a consensus that in the face of adversity, we must think more, be more flexible, and act quickly so that we can have a chance to survive and live well. The specific actions are to do a solid job in store construction, engineering, channel development, online activities, etc. as the basic work before spring flowers bloom. Through hard work, the results are also remarkable. As of the end of March this year, 13 new stores have been added, more than 20 new customers have been developed, more than 20 million yuan of engineering contracts have been signed, product promotion in the integrated channel has achieved initial results, and online activities It has also become an important part of our future promotion. "Spring is always bright and colorful, and it will live up to the good times of spring." We and No. 1's family have a common belief: let us be together, with our hearts together, redouble our efforts, or even tenfold our efforts, and swim upstream. Let’s create the miracle of our No. 1 together!
Melco Family
Melco Marble Tiles Xie Zhuoyan, deputy general manager of marketing, said: There are three points of greatest concern in the first quarter. The first point is Epidemic prevention issues. Our brand attaches great importance to the epidemic prevention at the headquarters and dealers across the country. The headquarters has implemented successive batches of work and refined epidemic prevention measures to implement strict prevention and control. For dealers, we have actively guided and supported agents to respond to the epidemic and resume work and production in an orderly manner by distributing mask supplies across the country, visiting dealers and consumers in separate areas for epidemic prevention, and intensively publicizing epidemic prevention. The second point is the issue of agent support. Under the epidemic situation, the headquarters is of course concerned about sales, but sales do not change out of thin air. Fundamentally, they still have to focus on the businessSellers, provide support, methods, and products! In response to the sluggish market caused by the epidemic, the Melco brand took active actions and launched a cash subsidy support policy for agents across the country. At the same time, it launched a number of hot-selling new products as a powerful weapon in market competition. In addition, Melco headquarters also quickly introduced the online live broadcast marketing model to attract traffic, leading dealers across the country to fight a good battle in March. The third point is brand transformation under the epidemic. The downturn in the market in 2020 requires the Melco brand to make its transformation more efficient and targeted. Therefore, the Melco brand will vigorously develop packaging and centralized procurement channels. To this end, the Melco brand responded quickly in the first quarter and made active and effective adjustments in brand positioning and product upgrades. It is believed that the Melco brand will meet everyone with a brand new look in the middle of this year. Brave people will never waste a good crisis. 2020 Melco Brand has the confidence to lead all agents to turn crises into opportunities and achieve greater success!
Application renderings of Shunhui Ceramic Tiles’ new top products
Shunhui Ceramics Marketing manager Zheng Jian said: In the first quarter, we paid most attention to three aspects. The first is to help dealers across the country carry out anti-epidemic prevention and control during the epidemic, and provide terminal store sales guidance to dealers. Secondly, this year, we focus on the development of new and high-end products and channel products. We have developed new products such as 800×2600㎜ background walls, high-grade stoneware tiles, and granite landscape tiles. The display of new products will be launched in the near future. Carry out multi-channel marketing, work hard in all aspects of publicity, traffic drainage, training, etc., focus on promoting online channel marketing, and play with Douyin video marketing. 4 live broadcasts were held to attract fans, with more emphasis on social marketing and precise traffic drainage. In the first quarter, internal training and assessments, the launch of an online business school, and a national online dealer conference were also conducted. Shunhui will also launch a series of Shunhui charity lectures in the near future to help promote the brand through charity.
Vero Eco Brick Family
Vero Eco BrickBrand General Manager Li Wenbin also said: Under the sudden COVID-19 epidemic, for brands that adhere to the business philosophy of "green, healthy, and ecological", health and safety issues are definitely the most concerned issue. 1. The brand actively responds to the epidemic, and sets up a company epidemic prevention team for the headquarters to carry out personnel management and control, environmental disinfection, epidemic publicity, material preparation and other aspects to ensure that all the company's epidemic prevention measures are in place. The headquarters first implements online cloud office to solve some urgent sales work, and then arranges successive batches of work and refined epidemic prevention measures to strictly prevent and control. For dealers, we have actively guided and supported agents to respond to the epidemic and resume work and production in an orderly manner by distributing mask supplies across the country, visiting dealers and consumers in separate areas for epidemic prevention, and intensively publicizing epidemic prevention. 2. The epidemic has brought the market to an almost complete standstill. People are in isolation, and the traditional sales model does not work. The brand was the first to react and restructured its planning. In addition to launching "online + offline" cloud linkage through WeChat official accounts, Xiaoetong, Douyin and other platforms, it also launched the "Healthy Home Charity Shopping" online live broadcast special offer. The operation of placing an order online and then making an appointment to see the bricks once made the terminal stores crowded. It not only increased user stickiness, but also strongly attracted traffic to its own online platform. Through multiple online and offline channels between the headquarters and dealers, sales at terminal stores were increased, and the brand's performance doubled in March. 3. During the special period of the epidemic, excellent product strength has become the ballast stone for stabilizing the brand structure. The Vero brand R&D team timely developed the "negative ion air purification brick" to convey the concept of health and create a healthy and comfortable home space. It is reported that this new series of products will be available to everyone in mid-April, presented with new processes, new technologies, and multiple specifications. Everyone is very much looking forward to this. The harsh winter has passed, can spring be far behind? Although the outbreak of the epidemic has had an unpredictable impact on the offline retail and workwear markets, for big brands that still have room for maneuver, it may be a good time to slow down and concentrate on industry layout.
03
Accelerate the new retail model
Standardize enterprise systematization
Huiya Tiles March 22 event report
Huiya Tile Representative revealed: In view of the epidemic situation, the company is most concerned about the development of dealers, especially dealer channel awareness changes, and the other is to evaluate the impact of the epidemic on dealers. Therefore, enterprises must continue to explore new marketing models, guide the transformation of traditional models, and deepen corporate new retail. Today we have carried out two live broadcast activities, both of which have achieved good results; in addition, we are all ready to go online on JD.com, Tmall, Alibaba and other platforms, using multi-platform integration to give full play to online Channel role. In factIn the past two years, companies have been continuously deploying new retail. Last year, they established branches in Nanjing and Yingkou to lay out and speed up new retail.
Good Ultra-thin Slate The representative said: Because our production line is in Hubei, we basically focused on epidemic prevention and control in the first quarter. Strictly control the epidemic and resume work as soon as possible. Do a good job in epidemic prevention and control and resumption of work internally, and strengthen brand promotion and market expansion externally. However, the advantages of Internet sales are now highlighted. We use Internet marketing to conduct a comprehensive review of products, advantages, and applications. Publicity has a certain influence on the market and lays a certain foundation for market expansion.
Gubaos Ceramics Managing Director Sun Shiquan analyzed the current situation of the industry: The epidemic has the greatest impact on retail channels. Now major brands Everyone wants to make breakthroughs online, but for bulk commodities like ceramics, the promotion effect is actually not great. Of course, it is impossible not to do it. Many companies have no way to sell in the conventional way, so they can only continue to adopt eye-catching methods. Way. In 2019, big brands are all crowded into the engineering field, such as chain stores, commercial stores, real estate properties, etc. However, they have also been greatly affected by the epidemic, especially restaurant chain stores and clothing chain stores. Real estate developers have also been hit hard, so they all have "everything in the sky". It’s Country Garden’s talent resume.” Nowadays, what ceramic companies need to study is not how to sell online, but when everyone needs to standardize their own systems. Those from factory R&D and production to product updates and iterations, to corporate executives and bosses can Only companies that can unite their thinking and create a healthy corporate culture can go further.
Luo Yonghao’s exclusive advantage of Douyin’s live broadcast
End:
I believe that many people in the ceramic industry paid attention to Luo Yonghao’s exclusive Douyin live broadcast last week. I wonder if you will also study his “way to success”? Official information shows that Luo Yonghao’s battle report data for live broadcast sales on April 1 are: within 3 hours of the first show, the total payment transaction volume exceeded 110 million yuan, Douyin Yinlang revenue exceeded 3.6 million yuan, and a total of 48 million people watched, setting a record The highest sales record currently known on the Douyin platform. An entrepreneurial and inspirational Internet celebrity, it only took 12 days from announcing his entry into e-commerce live broadcasts to officially announcing his partnership with Douyin, and then completing his first live broadcast to sell goods. Why did he try to sell lipstick once? Because of his own "hardcore marketing" (Luo Yonghao posted 27 posts on Weibo in the early stage of the live broadcast, attracting attention and inviting thousands of commercial brands to cooperate), and the high-traffic Douyin platform (according to 2020 Data from Douyin in January this year showed that Douyin’s daily active users reached 400 million).
Judging from the above data, Zhongtaojun believes that there are three points that the industry can learn from in terms of live streaming sales: First, it is fast, and it can be implemented as quickly as possible; second, it is wide, The publicity does not hesitate to spread the number and audience; the third is to be accurate, find the right cooperation platform and products, and achieve a win-win situation for all parties. Readers are welcome to leave a message below to share other points that can be learned.
How should ceramic companies respond in the second quarter of 2020? Anyway, let’s fight together!
