Hong Xiaochun, author of China Ceramics Network
Foreword:
Investment and agency are everlasting topics in the ceramic industry,
No matter whether the brand’s existing agency network layout is saturated or not,
will need to re-select better quality agents due to market changes.< /span>
This is also the important role of China Ceramics Network’s investment assistance platform,< /span>
--Select the most suitable "partner" for brands and agents .
If you want to find the "other" that matches each other,< /span>
Must be on the terminal marketHave a deeper understanding of the field.
In 2018, China Ceramics Network launched a terminal market research project,< /span>
With the theme of "consumption upgrade, market first",
Visited distributors, designers and ceramics markets in various places,< /span>
Complete precise dissemination and information collection.
The first quarter of 2019 has ended,< /span>
What is the investment and agency situation in the ceramics industry?
Small Theater
frequency Failed to date, is it difficult to get out of singles (recruitment) these days?
Visiting companies
It turns out that companies that "succeed hand in hand" with agents do this
Enterprises have complex ideas about investment methods: brand, Which of the policies and services cards should be played and how should they be played? There is no shortage of good products on the market, but there is a shortage of excellent dealers. How can we attract excellent agents that match our own brand tone? No one is born a good terminal agent, which requires a series of support and training from the enterprise.
In response to this problem, Zhongtaojun visited several companies that are relatively good at attracting investment. Let’s take a look at what tricks they have.
Jinke Ceramics: Meticulous and considerate service
To do well in attracting investment, you must have both a hard foundation and Have soft power. According to the marketing department of Jinke Ceramics Enterprise, Zhongtaojun found that their success depends on the following points:
1. Exhibition hall and products: On the one hand, Jinke comprehensively promotes exhibition hall upgrades and product trends. The "terminal standardization" work covers three major aspects: "brand facade display, product display area layout, and advertising material application" to enhance the image of the terminal store and standardize and unify terminal display. From hard decoration to soft decoration, it takes 45 days to install the exhibition hall and store, and make a series of plans from matching the outlet products to integrating into the design of the exhibition hall to highlight the product selling points.
2. Operations and team: An external marketing team is also used to cooperate with regional dealers. Provide brand planning explanations and year-round terminal operation training, and teach you step by step how to build a team. It even goes as far as to customize various marketing activities, comprehensive planning and tracking, regional strategic alliances and provincial-level joint campaigns, allowing dealers to spend less money and achieve greater sales.
3. On the 19th of this month, Jinke headquarters will hold the "Jinke·iF Modern Brick Management Design Seminar", with Dealers design the future together, and new customers will receive gift packages such as professional design software, advertising material fees, in-store assistance, and high subsidies.
Jinke Ceramics has meticulous and considerate services in investment promotion, which saves people time and money. Who wouldn’t want a partner who saves time, effort and money?
Ilibao Ceramics: Letting dealers make money is our goal
Ouya Enterprise is also relatively good at attracting investment in the industry , regarding the secret of attracting investment, Yao Liangwen, general manager of its Yilibao brand, answered this for Zhongtaojun:
1. Ilibao is committed to adjusting the product structure in order to sell to dealers Good selling bricks.
2. In addition to enhancing competitiveness through products, the purpose of Yilibao's investment policy is not to Make new customers take detours. With a series of help, support and guidance, from the design and decoration of the exhibition hall in the early stage, to stocking, to the implementation of local store activities, we first allow dealers to occupy a place in the market competition.
3. In addition to retail channels, Ilibao also helps guide dealers to explore more existing cakes on the market, including renovation of old houses and fine decoration. , assembly, engineering and other projects are delegated to local dealers, and different price systems are established to allow agents to have more profit margins.
Allowing partners to make money and stabilize their feet is the foundation for becoming bigger and stronger.
General Ceramics: Having a complete system is the key
There are many dealers who have accompanied the growth of General Enterprises for a long time. Many, 130 dealers with more than 10 years of experience were present at the annual dealer meeting alone. The maintenance of long-term relationships requires continuous efforts. Zhong Taojun learned that the general has done a lot of work in this area, including:
1. Establish a clear brand positioning and then match it with dealers with suitable conditions;
2. Make some corresponding policies to help, plus follow-up precise services and regulations Training;
3. Continuously improve the brand's own market competitiveness and show dealers a complete set of A real profit model.
With a complete investment promotion system, it is possible to recruit and survive each one. Just like the small theater in front, "it is difficult to attract agents with small discounts in front of them. What they want to see more is long-term profits and development," said Liu Han, director of the General Corporate Image Construction Center.
Questionnaire + Telephone Interview
What do dealers pay most attention to when choosing a brand?
So what are the needs of dealers? In order to understand the specific situation, Zhongtaojun conducted interviews with 40 potential agents through questionnaires and telephone consultations.
Display based on the collected information:< /p>
1. More than 90% of the intended agents have been engaged in the ceramic industry.
2. There are no more than three things that dealers should consider first before representing a brand: Brand size, product, price.
3. Regarding the question of what kind of companies agents want to find for cooperation, the answers are varied, but Most of the answers are that they want to cooperate with powerful first-line brands.
4. Brand awareness, preferential investment policies, profit model planning, and complete service system Etc. are important factors in attracting agents to join the brand.
It is not difficult to find in the above information summary and charts
Dealers still value the brand very much
When it comes to brands, we have to mention that the people who are doing it recently are Major events of concern:
“Channel fission, brand upgrade”Theme Summit
will be held grandly in Beijing on April 11th
In addition to high-quality brands will gather together
There are also speeches by heavyweight guests
This event is not to be missed!
