In the second half of 2021, the pace of investment promotion for ceramic brands has obviously accelerated a lot.
As we all know, participating in exhibitions is a major way for ceramic brands to attract investment. For example, the just-concluded 2021 Foshan Tanzhou Ceramics Exhibition and the 2021 China Construction Expo (Guangzhou). The ultimate goal of many ceramic brands participating in the exhibition is to attract investment. Since 2021, many ceramic brands have openly recruited dealers through live broadcasts, investment fairs, etc. For brand investment, investment channels are important, but the key to successfully attracting intended dealers must be brand investment policies.
As the saying goes, since ancient times, true love cannot be retained, only tricks can win people's hearts. Recently, Zhongtaojun studied the investment policies and cases of nearly 30 ceramic brands in the ceramic industry in 2021, and discovered eight very popular "routines" in investment promotion, which are actually eight "secrets".
Secret 1
The company has strong strength and leads in production and research and development
Productivity is an important basis for measuring the strength of almost all brands. In ceramic brand investment promotion, production and research and development capabilities must be the first to be mentioned. Generally speaking, the criteria for judging the production and R&D strength of ceramic brands are: large production bases, advanced production equipment, multiple intelligent production lines, large annual production capacity, etc.
△Shuncheng Mingcheng Production Base
Productivity can directly tell whether a brand has a deep foundation in the industry, and whether dealers have sufficient supply guarantees after joining. Therefore, it often becomes one of the factors that many dealers pay attention to when choosing a brand.
Secret 2
Rich product colors and innovative process design
There are countless brands in the ceramic industry. Many potential dealers who want to join a ceramic brand may not know the brand at all in the early stage, let alone the brand's factory and production strength. At this time, only the product is the medium through which dealers can most intuitively feel the positioning, style and value of a brand. Most of the dealers interviewed by China Ceramics Network's "National Ceramic Ceramic Ceramics Market Survey" were asked about their "first impression of the franchised brand" or “When "reasons for choosing a franchise brand", they usually affirm the advantages of product designs and colors, which shows the importance of product strength to a brand.
Ceramic brands generally mention specifications, categories, and processes to demonstrate their product strength. The core products are patented and the process technology is leading; more powerful brands will have technology centers, R&D centers, postdoctoral workstations, etc. in terms of R&D and innovation. , with hundreds of R&D personnel.
Secret Three
Strong marketing lineup and effective event execution
In this era of "the fragrance of wine is afraid of the depth of the alley", in addition to making good products, a brand also needs to use some effective marketing methods to increase brand awareness and influence, so that good reputation can be spread, and dealers can get twice the result with half the effort when selling. .
The marketing and promotion methods of ceramic brands are nothing more than the following: advertising on anti-aircraft guns, high-speed rail, CCTV, etc.; online content marketing, online promotion, such as promotion of media accounts such as Xiaohongshu and Yidoutang, and network optimization, etc.; Event marketing such as designer activities, promotions, sponsored traffic IP, etc.; endorsement of spokesperson visibility, etc.
Secret Four
Complete operation system and excellent terminal training
Reasonable operation management is the key to terminal store profitability. For early-stage dealers, many ceramic brand headquarters will help or guide the development of store operation systems, from store opening and blasting to store management, sales follow-up, design services, etc., to provide effective empowerment in all aspects.
To achieve the goal of store profitability, we must first help dealers cultivate store elites with comprehensive qualities. It is better to teach people to fish than to teach them to fish. Terminal empowerment is mostly achieved through systematic and professional training. For terminal training, ceramic brands will specially establish corporate business schools or form training teams, invite professional instructors to develop course knowledge on products, sales, design, management, services, etc., and train dealers and teams through online and offline methods.
△Hongyu Ceramic Terminal Training
Secret Five
Actively develop channels and provide comprehensive services
In recent years, the market status quo of consumption upgrading and channel fission in the ceramic industry has gradually taken shape. In the case of market diversion, ceramic brands and dealers need to vigorously develop channels and seize market share. At present, the channels that ceramic brands and dealers attach relatively great importance to include engineering channels, designer channels, home decoration channels, craftsman channels, distribution channels, etc.
△Picture source: Internet
The ceramic brand's empowerment of dealers' channel development is mainly the combination of brand advantages and event marketing. For example, in the engineering channel, big brands have greater advantages due to stable production capacity, guaranteed product quality, and high visibility. They have many large-scale project cases and real estate partners; in the designer channel and craftsman channel, many ceramic brands will combine design awards with , Artisan Alliance and other activity projects to carry out a series of event marketing activities.
Secret Six
Central warehouse layout, smart stores can make quick profits
With the emergence of consumption upgrades, shrinking retail market, increasing costs and other issues, many terminal dealers have fallen into a difficult situation and are in urgent need of a new operating model that can reduce operating pressure and achieve efficient profitability. The smart store franchise model should be used And born.
The advantages of joining a smart store are zero inventory, light assets, and worry-free operation. Ceramic brands have solved the pressure of stocking up on dealers by arranging central warehouses in key areas and cities across the country, and achieved zero-inventory agency; smart stores are designed as small stores, characterized by small area, low cost, and quick store construction; in conjunction with digital systems and O2O new technologies The retail model allows dealers to achieve worry-free operations and efficient profitability through specially researched and developed store interactive large screens, design diversion tools, etc.
In addition to helping realize the terminal smart store model, the central warehouse also plays an extremely important role in the store operations of ordinary dealers. After the establishment of the regional central warehouse, the transportation costs for ceramic brands to deliver goods to dealers have been significantly reduced, and the distribution efficiency has also been greatly improved; the huge storage capacity can stock all categories and specifications to meet the store's supply needs.Greatly reduce dealer inventory pressure and avoid operational risks.
△Oshennuo Tile Smart Store
Secret Seven
Support key areas and strive to build large businesses
In recent years, as industry reshuffles intensify and profits shrink, ceramic brands have become increasingly cautious and rational in investing resources in franchisees, and the trend of optimizing dealers has gradually become more prominent. Many ceramic brands have begun to propose building and supporting key areas, launching "big business policies", concentrating major resources, investing heavily in and supporting dealers in key areas, and making every effort to build big business brands.
Secret Eight
Support for store decoration, franchising, rebates, etc.
For new dealers, most ceramic brands will provide professional free space team design and planning. Some brands will even launch a "free store decoration" policy, or ultra-low investment, free franchise, limited-time discount franchise policies, etc. .
△Guanxingwang Ceramic Terminal Store Design
In addition, most ceramic brands will provide rebate support, that is, rebate support for completing certain tasks, as well as price subsidies for promotional activities, project price subsidies, advertising material subsidies, etc.
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The content listed above is not so much a secret or "routine" as it is a reflection of the brand's advantages and meets the actual needs of terminal dealers. Different dealers have different brand needs, and only by finding the right brand can dealers achieve twice the result with half the effort.
As a dealer, if you are looking for a ceramic brand to join, what are the brand advantages you most expect and need? joyousWelcome to leave a message!
(Author: Sitao)
