"In my early 30s, it is the time to work hard. I should not be content with the status quo. I need a career." This sentence comes from an interview with China Ceramics Network's national ceramic tile and sanitary ware market survey [Chengdu Station] A ceramic tile dealer, his name is Zhang Lun.
When talking about entrepreneurship, people can’t help but think of the famous saying of Xiaomi founder Lei Jun - "Standing on the wind, even a pig can fly." According to statistics from relevant institutions, among the "Top Ten Entrepreneurship Projects" most sought after by young people in 2020 are education, catering, entertainment, clothing, mother and baby, pets, digital, wedding... Young investors are interested in building materials The level of interest makes it impossible to make this TOP10 list.
Big Horn Deer CeramicsZhang Lun, a dealer in Tianfu New District, Chengdu
Zhang Lun is different from most young people. He is not only keenly aware of the opportunities that exist in the home building materials market, but also has the courage to venture and fight. He has been engaged in the ceramic tile industry since 2013 and still has great confidence in the current ceramic tile market prospects. He analyzed: "As a new first-tier city, Chengdu is relatively high in the country in terms of population size and population growth rate. In addition, the policy on finely decorated housing has been loosened in the past two years. The market volume of products such as ceramic tiles that are in urgent demand has Very impressive."
It is reported that at the end of last year, Zhang Lun won the agency rights for Big Horn Deer Ceramics in Tianfu New District. During the interview, Zhang Lun Lun talked eloquently, telling the story of his association with the brand and his vision for the future.
01
Resolutely choose Bighorn Deer Ceramics
You may not believe it if you tell me, Zhang LunheBig Horned Deer Tiles’s initial fate came from the Douyin short video platform. According to him, since he is engaged in the ceramic tile industry, the app will push some high-quality industry-related content to him from time to time. By chance, he came across The works released by the official account of Big Horn Deer Ceramics, and I have had a strong interest in this brand since then.
"It is said that the world's ceramics look to China, and Chinese ceramics look to Foshan. Foshan's ceramic tile brands are indeed more accepted and recognized by consumers, which is why I was very optimistic from the beginningBig Horned Deer Tiles reasons. In addition, Big Horned Deer Tiles. Their positioning is very clear. They have launched the concept of super wear resistance, which can be said to directly eliminate people’s biggest worries about ceramic tiles, which is very attractive. ”
Because he was sincere and purposeful, Zhang Lun happily communicated with Big Horn Deer Ceramics signed a contract and formally reached a cooperative relationship. "The reason why I made the decision so quickly is that on the one hand, the brand's products and support are really good, and on the other hand, I also see that the brand is in a stage of rapid growth."
02
Carefully prepare the first "base area"
After winning the agency rights of Bighorn Deer Ceramics, Zhang Lun devoted himself non-stop to selecting the location of the store. middle. After considering the transportation, logistics, and business district concentration of various local markets, he finally chose to settle in Taipingyuan International Home Furnishing Expo City Phase 2 (Building Materials City) located on Xihangang Avenue, Shuangliu, Chengdu. It is understood that this is a newly built project in Taipingyuan International Home Furnishing Expo City, and the market has not yet officially opened when he opened the store.
Knowing that there are countless unknowns and possibilities ahead, Zhang Lun still bought 4 stores (approximately 200 square meters) in Phase 2 of Taipingyuan International Home Furnishing Expo City as a sign of his relationship with Bighorn Deer Ceramics's first "base" after cooperation. He believes that with the acceleration of the upgrading and transformation of Chengdu's "Third Ring Area", the market value of Shuangliu District will gradually become more prominent. Preparing to build a store is just his first step. In the future, he plans to use the benchmark store built here to have a radiating effect on the entire southwest area of Chengdu.
03
Determined to make the brand famous in Chengdu
At the end of March this year, Dajiulu Tile Taipingyuan store officially started renovation, and the project was in full swing and progressed in an orderly manner. It took more than a month to basically complete the project. During this period, the Big Horn Deer Ceramics brand headquarters provided a lot of help for the store construction. , allowing products to achieve better display effects. It is understood that the market had not officially opened at that time, but the Taipingyuan store of 大 Horn Deer Ceramics was already receiving continuous orders.
"Either don't do it, or do it well. We were not in a hurry to hold the opening event at the beginning. We planned to wait for the market to open and the business district to become popular, and then on this basis Big Horn Deer Ceramics was an instant success. "In order to realize the idea mentioned by Zhang Lun, Big Horn Deer Ceramics The team at the Taipingyuan store continues to promote, accumulate customers, and store orders, just to form a blasting offensive at the right time.
It is reported that Phase 2 of Taipingyuan International Home Furnishing Expo City has officially opened on June 20. To this end, Big Horned Deer Ceramics has offered huge benefits in return for the many supportsNew and old customers of Bighorn Deer Ceramics. On the opening day of the market, Dajiulu Tile Taipingyuan store signed 23 orders and received over 250,000 yuan, becoming This market is well-deserved as the "King of Popularity" and "King of Sales".
04
Grasp the core advantages of "products + services"
“Ultimately, ceramic tiles are still a category with low attention. When consumers have decoration needs, they will look for ceramic tile brands through various channels. Only by possessing core competitive advantages can we stand out among many brands.” About Zhang Lun made a series of analyzes on how to gain the favor of consumers.
First of all, good products are the foundation. "In terms of quality, Bighorn Deer Tiles are quite hard-core." Zhang Lun said, Ceramic Ceramic Ceramics has always been produced in the original factory in Guangdong, and its hardness, flatness and wear resistance are better than ordinary products. "In terms of designs and colors, Big Horn Deer Ceramics is also leading the industry." Zhang Lun explained the popular trend of domestic ceramic tiles Most of them originate from Foshan, but Big Horn Deer Ceramics has an international perspective and not only employsA senior Italian designer was hired as the R&D director, and imported glazes from the Italian Carobbia Company were selected. The design, fidelity, and high definition of the patterns, colors, and textures are all excellent.
Secondly, good service is key. "Now is an era where service is paramount. With fierce market competition, it is even more important to provide good service." According to Zhang Lun, they have built a warehouse in Qingbaijiang District, which can very conveniently meet customer returns, exchanges, replenishment and processing. and other needs; in addition, the store will be equipped with more than two designers to provide customers with door-to-door room measurement, overall design solutions and other services; more importantly, they have also set up a dedicated after-sales service team to provide customers with any problems they encounter. Must be processed within 24 hours. “Having no worries is an important factor in customers’ trust in the brand.”
05
Manufacturers work together to lay a solid foundation and then move forward steadily
In recent years, the natural flow of customers entering ceramic tile stores has decreased significantly, and "how to attract traffic" has become a required course for dealers. In this regard, Zhang Lun said: "It is unrealistic to wait for customers to come to your door. Nowadays, ceramic tile stores basically rely on channels to promote traffic. Dajiulu Ceramics is positioned as a mid-to-high-end brand, which means we have to go through more channels.” It is reported that through the layout of decoration companies, designer studios, overall procurement, decoration foreman and other channels, Zhang Lun is the agent. Bighorn Deer Ceramics has successfully reached cooperation with many companies.
In addition, the brand headquarters of Dajiulu Ceramics has also done a lot of online traffic promotion work for the store. For example, through Internet promotion, brand advertisements are accurately placed in various local real estates, and through e-commerce platforms such as JD.com and Tmall, customers are diverted from online to offline... Zhang Lun said: "Bighorn Deer Ceramics is very willing to invest in marketing, and the expenses are all borne by the headquarters, and the results are remarkable. ”
“As the store operation gradually matures, we will join the national linkage organized by the headquarters, collect model houses and other activities; next, we must continue to optimize cross-industry alliances and select powerful brands as alliance partners to better realize resources Sharing; recently we are also preparing to do some promotions on Douyin, self-media, etc. to attract traffic to the store..." Filed Zhang Lun has obviously done a lot of homework on the business strategy of Dajiulu Tile’s Taipingyuan store.
Zhang Lun also has his own plans for the future. "Fusenmei Home Furnishing is a must-have in the ceramic tile market in Chengdu. We have queued up to reserve store locations in advance. Once we have laid a solid foundation and established a firm foothold here, the next step is to Big Horn Deer Ceramics has entered Fusenmei Home Furnishing Co., Ltd. I am personally optimistic about the development momentum of the Eastern New District of Chengdu. There are many new properties there, and there may be more in the future Dajiulu Tileexpands to the east of Chengdu ”
What makes Zhang Lun, the agent for Big Horn Deer Ceramics, confident about the future? The answer he himself gave is: "Bighorn Deer Ceramics is developing rapidly and firmly grasping the consumer potential market, the brand has now opened more than 1,600 franchise stores across the country. Even so, they have not failed to provide assistance to dealers, which is something many brands cannot do. ”
Keeping in mind the original intention and achieving customer success, how can such a brand not make dealers feel that the future is promising?
(Author: Hong Xiaochun)
