Ten years ago, she came into contact with the ICC brand and was attracted by its design even before she was familiar with it. Ten years later, she has managed ICC to great effect and entered thousands of households in Fuzhou.
“If I could describe my relationship with ICC in one sentence, I think ‘it starts with appearance, focuses on talent, and is loyal to character’ is more appropriate.”
What is the reason that makes Fuzhou ICC dealer Chen Xiaojun stick to the ICC brand? And how does this brand affect Chen Xiaojun?
Because of the beautiful relationship, he was ICC’s fashion attraction
Chen Xiaojun’s first impression of ICC was that it was avant-garde and fashionable. "My initial impression of the ICC was that it had an international feel, especially the exhibition halls, which are particularly beautiful. From today's perspective, the ICC exhibition halls at that time were very trendy and fashionable."
ICC Ceramics Fuzhou Red Star Macalline Store Real Picture
ICC Tile·Fuzhou dealer Chen Xiaojun
Of course, she successfully captured Chen Xiaojun’s beauty-loving heart.
After ten years of operation, ICC has become the benchmark for high-end international ceramic tile brands in the Chinese market. Several years later, she still remembers the high-end fashion image of the ICC headquarters showroom at that time.
The seven major categories of products launched by ICC include wood grain tiles, cement tiles, imitation sandstone tiles, marble tiles, 3D art tiles, and Global imported products. Chen Xiaojun especially likes its wood grain tiles. Under the soft lighting in the exhibition hall, the texture and specifications of ICC wood grain tiles are particularly prominent among domestic ceramic tiles, and they look very beautiful. Among the new products that ICC continues to launch, Chen Xiaojun has a special liking for wood-grain tiles, and specially made a product explanation video for wood-grain tiles and posted it on his WeChat video account.
ICC Ceramics Fuzhou Red Star Macalline Store Real Picture
Chen Xiaojun researched and compared some of the customers who initially bought bricks, and found that most of them had experience living in big cities such as Beijing, Shanghai, Guangzhou and Shenzhen or abroad. Fuzhou is a second-tier city, and the number of consumers with international aesthetic vision is limited. However, Chen Xiaojun has a foundation in aesthetic theory. Therefore, she starts conversations with customers based on her feelings about the beauty of ICC, and brings the beauty brought by ICC's advanced inkjet technology. , the personalized creations brought about by differentiated products, the modern beauty of the antique bricks that lead the industry, and the international background DNA of ICC, etc., were introduced to customers one by one, and promotion in the Fuzhou market began.
Enhanced confidence, differentiation and reputation
At first, the fashionable design style of ICC ceramic tiles made her worry that the colors were a bit too advanced and she was worried that sales would not increase. Later, when Chen Xiaojun understood the design of ICC, he recognized the creative beauty of ICC even more.
So when some customers who were new to ICC asked Chen Xiaojun: "With so many wood grain brick texture designs and such big color differences, will it not look good?" She explained very down-to-earth, "The value of ICC products lies in Here. Unlike other tiles, which are printed on printed paper, the texture of ICC wood grain tiles is derived from natural materials, with various natural 'beauty', multi-faceted, diverse, dark and light. Color patterns, its value advantages are reflected in these aspects..."
ICC Ceramics Fuzhou Red Star Macalline Store Real Picture
ICC keeps up with world trends. Even ceramic tile masters and home designers in Fuzhou have been surprised by these advanced designs.
Once, a tiler who came into contact with ICC wood grain tiles for the first time did not understand these new products. Out of good intentions, he helped the owner find the same ones among more than 20 different patterns, put them together, and found that the effect was not the same. not good. Later, based on Chen Xiaojun's suggestion, the owner paved the products completely randomly, and the effect was very natural. Chen Xiaojun gained a reputation among customers, and ICC's style spread throughout the industry.
ICC Ceramics Fuzhou Red Star Macalline Store Real Picture
Chen Xiaojun’s fanatical love for ICC wood grain tiles can be felt by customers who have come into contact with her. A family from Mawei District came to the store looking for wooden flooring. Considering the long service life of wood grain tiles, Chen Xiaojun recommended it to him. She showed him the existing design cases in the store to see the effect, explained in detail the anti-corrosion, waterproof and mildew-proof features of ICC wood grain tiles, and asked the customer to take off their shoes and step on the wood grain tiles to feel it. The realism and tactility of it. The customer was very satisfied after the experience and asked her excitedly, "Can wood grain tiles be used in the winter in the north?" Chen Xiaojun said happily, "That is more suitable. There is floor heating in the north, and this wood grain tile conducts heat faster than the wooden floor. ICC Ceramic tiles conduct heat in a straight line, while wooden floors heat up in a curve."
ICC Ceramics Fuzhou Red Star Macalline Store Real Picture
In order to popularize ICC's aesthetic knowledge to customers, avoid detours and side roads, and also improve Fuzhou's overall home decoration taste and aesthetic level, and increase ICC's market share, Chen Xiaojun studied at the I C C Business School and unlocked more product combinations in a short period of time. Skills and design solutions have also been recognized by customers.
" One of a kind” home. This is a crucial step in attracting consumers to buy.
Sincere cooperation, channels are further expanded
Differentiated products are not only pleasing to the eye, but also bring real market share. Chen Xiaojun used unique ICC products to develop designer channels in the Fuzhou market:
“In fact, the proportion of our initial designer channels was not very large. The reason why designers noticed me was because of a bar project I did before, which was very effective. After the designers spread it, Fuzhou The designer circle also began to know the ICC brand, and then our designer channel gradually started to develop.”
ICC Ceramics Fuzhou Red Star Macalline Store Real Picture
As designer channels continue to develop and stabilize, Chen Xiaojun’s cooperation with designers has become increasingly close. Due to the need of designing space, many designers directly put the wood grain, terrazzo and other ceramic tile products in Chen Xiaojun's store in their own studios, allowing customers to have close contact with ICC products at the designer's place. This has also assisted the development of its engineering channels to a certain extent. According to her, many hotels and clubs in Fuzhou market that have high design requirements are her regular customers.
ICC Ceramics Fuzhou Red Star Macalline Store Real Picture
“Right now, I am working on a 6,000-square-meter project, and 3,000 square meters of it use our ICC products. This is also an old customer of mine. He has full confidence in my products and thinks that the effects of the products are beautiful. Such a product is worthy of his use, so he directly gave me 3,000 square meters to make it." Chen Xiaojun was full of pride when talking about his product.
Culture clears the way, strength becomes brand
In the Fuzhou building materials market, Chen Xiaojun sells ceramic tiles and stands upright. In addition to relying on the strong strength of ICC, her recognition, research, inheritance and promotion of ICC's corporate culture also played an outright role.
As a dealer who has been with ICC for 10 years, Chen Xiaojun has met Mr. Humberto, the general manager of ICC Ceramics on various occasions.
Chen Xiaojun said that one of Humberto's words was particularly profound: Gods create and mortals copy. Chen Xiaojun felt the vitality of the soul of every employee at ICC under the protection of creativity. She wants to bring these innovative attitudes to Fuzhou and spread throughout Fujian.
ICC Ceramics Fuzhou Red Star Macalline Store Real Picture
If the connection between Chen Xiaojun and ICC is due to their common aesthetic interests, then the reason why the two parties have been able to work together for more than ten years is because of their love for a warm life. In her opinion, ICC integrates international concepts into the details of the products and into the atmosphere of the exhibition hall. The cold product display is also full of the warmth of home; and Chen Xiaojun’s store can also be decorated with various products through the combination of products. Cool-toned products are paired with the gentleness and warmth of a monk. The pursuit and love for a better life are the foundation for Chen Xiaojun and ICC to walk side by side - they are like-minded friends.
“In my opinion, ICC is a great brand because its concept of continuous innovation and aggressiveness supports me, and I have the courage to try things that I didn’t dare to do before.”
She often tells the employees in the store that only by treating users as her own family and thinking about them like old friends would she useOnly users are willing to accept your sharing of products. She also encouraged customers and store staff to use their imagination together with herself. She said, "ICC's creative space is unlimited. With a sense of participation, ICC customers can harvest their imagination of their homes and enjoy the feeling of design. This single transaction will be 80-90%." Not far away."
"We will continue to expand the store in the future. The current store is not big enough and the products cannot be fully displayed." Her next step is to expand the store in the future market competition and create the "most beautiful ICC" in her mind. .
(Author: Shen Mingxin)
