Text/Hong Xiaochun
People who are engaged in marketing or sales-related work must often hear this theory in training: "Sales should follow the demand, where the demand is. , sales are there”. Ceramic tiles are a product that has a large unit value, a long service life, and cumbersome after-sales service in sales. The frequency of its transactions is even close to the frequency of house sales, so it is more necessary to identify the breakthrough point of demand.
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In recent years, most terminal ceramic tile dealers have recognized a reality: "The good days of having goods in hand and waiting for customers to come to your door have become a thing of the past. Formula”. During the terminal market research process of China Ceramics Network, most dealers also said that relying on the flow of people in shopping malls and markets is far from enough to support the operation of a store. They need to use circles, connections, channels and resources to reach target customers.
How to realize the development, diversion and fission of existing customers has become a required course for terminal ceramic tile dealers. The "community" can be said to be the end closest to the customer. Therefore, Community Marketing has also become a crucial link in the sales chain of home building materials merchants. However, before businesses had time to respond to the market, housing fine decoration had already arrived. Hardcover houses have subverted the order of house decoration in the past, changing the target of ceramic tile sales from "owners and agents" to "real estate developers and front-end manufacturers".This change is undoubtedly a fatal blow to ceramic tile dealers.
When the market pie is shrinking significantly, it is crucial for ceramic tile dealers to make accurate strategies. This helps merchants reduce unnecessary investment costs and gain performance in one click. After analyzing the cases of successful dealers in many cities across the country, the author roughly divides community marketing into "Three steps": Analyze the trend→find the target→attack accurately.
一 Analyze trends
The proportion of fine decoration is rising rapidly, and there are not many rough houses left < /p>
For the entire construction and ceramics industry, the development of the finely decorated housing market, on the one hand, has increased the concentration of leading companies that cooperate with large real estate companies, on the other hand, it has brought great sales pressure to terminal stores. Therefore, analyzing real estate trends has become the first step in estimating the prospects of the ceramic tile market. This is also a common method used by large-scale building materials companies in various places.
In the first half of 2020, the COVID-19 epidemic brought a "sudden stop" to the fine decoration market. This phenomenon seems to provide greater opportunities for the rough housing market, but in fact it has forced various localities to frequently launch policies to promote refined decoration. According to incomplete statistics, from January to June, there were more than 100 policies involving full decoration/fine decoration across the country, covering 28 provinces and cities. East China and Central China promulgated policies most frequently. It can be said that fine decoration is still the key factor in the future real estate market. development trends.
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Some time ago, 58 AnJuke Real Estate Research Institute released the 2020 semi-annual home industry research report. The report mentioned that as of2019, my country's refined decoration rate will reach 32%;It is expectedThe rate of fine decoration of new houses will climb to 60% in 2020; the rate of fine decoration of new houses may be as high as 80% around 2030. Judging from the current openings of refined decoration projects announced by various localities, the market for refined decoration housing will maintain continued growth in the second half of the year. So how many rough houses are left for terminal dealers?
According to relevant statistics, in the first half of the year, the rate of new properties being delivered was 17%, the rate of high-end decoration was 6%, and the rate of simple decoration was 14%. House types are arranged from one bedroom to more than five bedrooms, the rough rate and high-end decoration ratio are getting higher and higher, and the probability of fine decoration and simple decoration is getting lower and lower. Based on this calculation, the blank rate for houses with more than five rooms is as high as 42%, which is five times the blank rate for small houses that are just in demand. Although large-sized houses have greater demand for decoration, the vacancy rate of large-sized houses will also be higher.
二 Find the target
Delivery can be renovated, second renovation is the new blue ocean
Only by treating the ceramic tile market in the entire region as a battlefield and knowing which properties have decoration needs in the second half of the year can we find the targets that need to be conquered in the second half of the year. Through the above analysis, we seem to have been able to target rough properties, large apartments and high-end villas for ceramic tile dealers. Unfortunately, the market is far more complicated than we imagined.
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In fact, the delivery time of a property does not necessarily equal the renovation by the owner. How to say this? This also includes subjective and objective factors. The subjective factor is easier to understand. The owner personally chooses to leave the property vacant or transfer it at a price, so there is no need for decoration. Objective factors are rather strange. Let me share with you a classic case.
"At the end of July, a real estate project in Henan was finally handed over after many delays. The owner and the decoration team excitedly rushed to collect the keys, but were told that they could not enter the site for decoration yet. According to relevant laws and regulations, the construction project can only be delivered for use after it has been completed and accepted, that is, the completion record form is presented. However, according to the owner who broke the news, the property has been handed over for one year. fee, but did not see the so-called completion filing form from the developer.”
The situation of this real estate project in Henan is not uncommon across the country. Whether the developer is reliable or not directly determines whether the owner's decoration process can be implemented as scheduled. Therefore, if ceramic tile dealers want to know whether a certain building can start renovation, it is very important to conduct a thorough investigation of the situation of the community when the new building is delivered.
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In addition, The target customers that ceramic tile dealers should pay attention to are not only in new buildings, but also the secondary renovation market has greater room for growth. Especially in first-tier cities with higher housing prices, the renovation of old houses has become a new blue ocean in the local ceramic tile market. This view has also been recorded in the series of reports on the terminal market research of China Ceramics Network.
"Based on the new houses launched in Shanghai between 1995 and 2000, the number of second-hand houses in Shanghai that are more than 10 years old currently exceeds 8 million. In recent years, about 300,000 of these second-hand houses have entered the renovation market every year for renovation. ”
In order to seize the "new market" of secondary renovation, most mature building materials companies have begun to pay attention and make plans. In addition to taking inventory of communities that are more than 10 to 20 years old, theyFor publicity, we also cooperated with housing agencies and decoration companies to provide decoration gift packages as feedback, and used various methods to reach the target customers for secondary renovation.
三 Accurate attack
In the tough battle of community marketing, victory requires the right method
A dealer who has a lot of experience in community marketing once told the author: "To build a brand in one place, you need to do it locally in the best real estate. to the number one market share”. After finding the target community according to the above analysis, how can dealers attack accurately? Relying on the connections of shopping guides, store managers, and project managers as the entry point is inevitably too scattered. Below, the author will share with you five tips from successful dealers on "Winning the Community Marketing Battle".
The first step is to classify the target communities. Communities can be roughly divided into types such as commercial housing, demolition houses, and villas. Among them, the decoration time is concentrated and the relationship between the owners is relatively close. Information is also relatively easy to spread, which facilitates the brand to build reputation.
The second step is to create a real estate file. Conduct a comprehensive survey of the communities and properties in the area, and roughly understand the pricing, unit type, number of units, development company, property company, opening date, expected decoration date, and decoration companies stationed in each property. Information such as whether competitors have entered.
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The third step is to publicize and promote the presence in the community. Strong dealers can choose to place independent community advertisements; for some households with few residents, the cost of entering the community alone is too high In residential areas, dealers can choose to join forces with some well-known decoration companies; if they want to save costs and resources, they can also choose to cooperate with cross-industry alliances for publicity, cooperative display, and cooperative promotion.
The fourth trick is to invite guests and keep them. Conduct door-to-door visits and transport target customers to the exhibition hall. This is a very important action in community promotion. As long as you are willing to visit the exhibition hall, it means that the sales success rate has reached more than 60%. After the customer has a certain understanding and recognition of the product, the shopping guide can retain the target customer by making a decision.
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The fifth move is word-of-mouth publicity and fission. In the process of community promotion, we must be good at using customers who have already completed transactions to carry out word-of-mouth publicity. In order to encourage customers to carry out word-of-mouth publicity, you can implement a preferential policy for old customers who bring orders, and those who introduce the transaction can enjoy the preferential treatment of "first-level sponsors of group participation", and so on. This is why it is necessary to cultivate “opinion leaders and enthusiastic people” in terminal group buying activities. Don’t underestimate every customer, he is often more useful than the gold medal salesman in your store.
The above sharing is just a starting point. Experienced people are welcome to discuss and exchange in the comment area.
Author: Hong Xiaochun
