According to past practice, the busiest time for ceramic people to work should be the fourth quarter of the year. Starting from October, the Foshan Autumn Ceramics Expo in October and the "Double 11" shopping spree in November Important tasks such as the Festival, Guangzhou Design Week in December and the dealer annual meeting at the end of the year, summary planning, etc. will follow one after another. In 2020, due to the impact of the COVID-19 epidemic, various corporate activities or industry exhibitions that were supposed to be held in the first half of the year have been accumulated to the second half of the year, so everyone can only be busy in the remaining days.
1
"Double 11" becomes "Nunchaku"
This year’s “Double 11” e-commerce platform’s front line is longer than in previous years, so many people renamed “Double 11” as “Nunchaku”. On the first day of Tmall’s “Double 11” pre-sales on October 21, Li Jiaqi and Wei Ya, the “Kings of Live Broadcasting”, broke previous records with pre-sales of over 1 billion yuan. In the ceramic industry, such as Dongpeng Ceramics and Nobel Ceramic tiles, Guanzhu Ceramics and other brands have also participated in the "Nunchaku" activity.
It is reported that Dongpeng Tile’s “Double 11” event is mainly based on the new retail model to empower dealers. For example, it follows Tmall’s “light store” and “shopping in the same city” and plans to launch 100 stores online. The light store focuses on deploying in ten cities, and through "local activities + ultimate products + special services", it allows consumers to accurately match local products and stores, and builds a local private domain traffic pool. Chen Junfeng, general manager of Dongpeng Ceramics' New Retail Business Department, said: "2020 is the eighth time that Dongpeng Ceramics has participated in the 'Double 11' and will conduct two phases of 'carnival' sales. The first phase will be from November 1 to 3. The second issue will be around November 11th."
▲Official data of Nobel tiles
Nobel TileOfficial data shows that Nobel Tile achieved a good start in the "Double 11" on November 1, winning The four firsts on Tmall and JD platforms will continue to have “non-stop carnival” on November 11, showing an indomitable and invincible combat momentum.
Guanzhu Ceramics From October 21st to November 11th, we will give back to consumers at the Tmall official flagship store. Play routines (pay deposit, pay balance, collect orders, hand speed, tasks, games, team up to raise cats, etc. game rules), and directly give away prizes such as Huawei P40pro mobile phones, sweeping robots, Mijia air purifiers, etc.
▲Campari with “Double Happiness”< /span>
The ceramic tile brands participating in the 2020 "Nunchaku" include Campari. Following the groundbreaking ceremony for No. 4, 5 and 6 kilns of the second phase of construction at the Yunfu Emerging Production Base on November 4, Campari has made another big move - it will be held on JD.com from November 8 to December 13. The second season of Assembly Festival is held on the platform.
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From this point of view, November 11th is indeed an interesting date, from the entertainment "Singles' Day" to the e-commerce "Double 11", to the shopping carnival "Nunchaku", and maybe even It can be called "Double Happiness Holiday".
2
Guangdong group buying and national linkage
There are only more than 50 days left in 2021. In addition to the major ceramic tile brands inWe have made great efforts on the e-commerce platform and also used our original geographical advantages to carry out various types of marketing activities.
▲Qianghui Seiko Tile Group Buying History and November 22nd Group Buying Preview< /span>
For example, on November 3, Qianghui Seiko Ceramics launched the "Good bricks are not expensive, everyone can grab them" Qianghui Guangdong large-scale in-factory group buying event, radiating sites include Longxi, Haifeng, Raoping, Huadu, Shijie, Yuanzhou, Chang'an, Maoming, Dianbai, Huaiji, Qingyuan and Tanzhou. On the day of the event on November 22, Xiao Huajian, a well-known radio host and "Foshan's No. 1 stand-up comedian", will be on hand to "bless" the event. It is reported that Qianghui Precision Ceramics’ large-scale in-factory group purchasing activities started in 2013 and are held twice a year.
▲Lee Furniture Regional Benchmarking Summit and East China Linkage on November 4-5 Highlights of the kick-off meeting
Facing the fierce market competition in 2020, brands need to take the initiative to better grasp the initiative. At the same time, Liju Ceramics and Laideli Ceramics, both brands under the Nengqiang Qianghui Group, also carried out national linkage activities during the "Double 11" period. On November 4th and 5th, Ruli Home Ceramics held the "Big Era·Strong Terminal" - Lee Home Regional Summit and East China Regional Linkage Launch Meeting in Cixi, continuously increasing its support for dealers and investing more abundantly. The learning resources promote dealers to comprehensively upgrade their professional skills such as marketing promotion, team building, product design and application, and lay a solid foundation for winning the terminal battle.
3
Organizing annual meetings to participating in annual meetings/exhibitions
Every year at the end of the year, various ceramic companies will hold events to "sum up 2020 and look forward to 2021"."Year" is the main theme of the annual meeting. Nu Skin Henglong Enterprises is currently preparing intensively for the dealer annual meeting in December, starting large and small meetings, working overtime and staying up late to countdown, etc.
Some ceramic tile brands use other organizations to carry out activities such as brand promotion and channel maintenance. For example, ICC Ceramics, as a partner of the 30th Annual Conference of the Interior Design Branch of the Architectural Society of China (Dongguan | Foshan) (hereinafter collectively referred to as the "Society Annual Conference"), will participate in the grand event of the architectural interior design industry from November 15th to 18th. go. This annual meeting of the society is a little special. It was held in two places in Guangdong, Dongguan on November 15th and 16th, and Foshan on November 17th and 18th. The relevant person in charge of ICC Ceramics revealed that ICC Ceramics will promote Cantonese opera culture at the main venue of Foshan in conjunction with the theme of the Society’s annual conference “Cantonese Comes to Guangdong”, build a creative design booth, and set the theme of the booth as “Annual Drama”, while North American PI The Design Award and the North American Study Tour are two major parts of the "Annual Show". Designers can get more information about the North American PI Design Award and the North American Study Tour at the booth. How to compete with foreign designers? Who will win the North American PI Design Award? With these two highlights alone, the annual meeting of the society and the ICC ceramic tile booth are very attractive to designers.
A few days ago, the relevant person in charge of Foshan Gononi Metal Products Co., Ltd., which provides home customization products for high-end customization brands such as Oppein and Sofia, told the author: Judging from the company’s performance growth this year, customization in 2020 The home furnishing industry is developing rapidly, and the emergence of slate as a new material for customized home products also has a certain role and impact on the customized home industry. Currently, the company's latest customized product is slate + metal.
Zhang Chuanxi, executive chairman of the All-China Federation of Industry and Commerce Furniture and Decoration Chamber of Commerce, who has been active in major ceramic tile brand forums and other activities in recent years, once said: "Haute couture will be the new growth driver of China's home building materials industry in the next ten years. 2020 In 2018, with the strong rise of minimalist luxury style in China, haute couture companies have been at the center of the trend. "So, in the haute couture era, not only many brands have transformed into the customized home furnishing industry, but also many have "popped up". Corresponding haute couture exhibition. For example, the 2020 Guangzhou International High-end Customized Lifestyle Exhibition (to be held in Area C of the Canton Fair Complex from December 4th to 6th), which is held almost simultaneously with the 2020 Guangzhou Design Week, is reported to have already chosen some ceramic tile brands to participate.
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In addition to the activities hosted or participated by the brands listed above, it is reported that some ceramic tile brands have begun to make full preparations for next year's work. For example, No. 1 marble tiles and Vero ecological tiles are renovating the headquarters exhibition hall and plan to have a grand opening in January.
The busier you are, the more fulfilling you are, and the results don’t lie. As the British writer J.K. Jerome wrote in "The Fantasy of an Idle Man": "You can only enjoy leisure when you have a mountain of work. When you have nothing to do, leisure becomes not interesting at all, because leisure It's your job, and it's the most exhausting job. Like a kiss, it tastes sweet only when it's stolen."
Finally, please guess which ceramic tile brands will be in the top ten by sales on Tmall/JD.com during this year’s “Double 11”?
