As of September 19, China Ceramics Network's "Channel Fission, Market First" national large-scale terminal research project has entered its tenth stop: Xiamen. In recent years, the development of the ceramic industry has entered a new cycle. In order to empower manufacturers to transform and upgrade, the China Ceramics Network research team has conducted field surveys in Hangzhou, Shanghai, Wenzhou, Nanjing, Xuzhou, and Wuxi in 15 months since June 2018. , Changzhou, Suzhou and Fuzhou 9 cities. In order to truly restore the development status of the terminal market and coordinate with manufacturers for efficient transformation, the research team walked on thin ice in each city survey, exploring the business pain points and needs of dealers in the new development cycle. To this end, during one-on-one interviews with a minimum number of 30 channel dealers in each city, the research team used brand research at different echelons and multi-dimensional data collection to uncover the operational pain points of dealers in different channels, hoping to Discover the essence of phenomena.
By sorting out a large number of interview transcripts and video materials during the research process, the research team found that upstream manufacturers currently invest a lot in terminal assistance, but what really makes dealers feel that practical Very few are effective. The research team couldn't help but sigh for the dealer: I know you (the upstream manufacturer) love me very much, but you don't understand what I really want.
So, in the terminal assistance section, what is the cognitive gap between upstream manufacturer operators and the majority of dealers? The research team is summarized as follows:
Product R&D
Manufacturers’ transformation is user-centered VS dealers prefer trend guidance and channel differentiation
In the transformation process of many ceramic companies and brands, the transformation of product research and development is usually regarded as the most critical first step. As all walks of life learn from and admire the successful experience of the "Xiaomi Model", "user-centered" has almost become the standard for the external appearance of various ceramic industries and brands during their transformation. For this reason, upstream ceramic companies have become more and more people-friendly in their transformation in recent years. Many brands have organized their core dealers to establish organizations similar to strategic boards to participate in corporate product research and development decisions.
"At the beginning, we thought this was pretty good. On the one hand, we as dealers felt unprecedented respect, and on the other hand, we thought we might understand the needs of consumers best." Regarding the product innovation section, a dealer in Xiamen who did not want to be named said bluntly. “However, later we found that most of the products selected through dealer group voting were popular models rather than leading models. The product transformation was reduced to product following and product homogeneity. In this way, for retail customers who originally had very little stock, It is more difficult to target through product personalization. Our store often sells products at a price that is similar to others,” said a local dealer when the research team was conducting research in Fuzhou.
The dealers of Xiamen Romantic tiles and Owen Lai plain modern tiles confidently expressed to the research team that because the product research and development of the brands they operate have always been focused on leading trends, so It is generally not easy to place orders in the same store. If the product has characteristics, it can be sold at an affordable price, and you are not afraid of others comparing prices. Therefore, many dealers believe that decisions on product transformation based on dealer group voting need to be cautious. To make products competitive at the terminal level, manufacturers must be able to foresee product trends from a position of leading the market.
"Since last year, the middle-level consumer groups in the Fuzhou market have suddenly disappeared." During the Fuzhou station survey, Lin Qingtong, the local general distributor of Jinyi ceramic tiles, gave this feedback to the research team . When compiling the research records of the Fuzhou station, the author also found that many second- and third-tier brands in Foshan even have strong production capabilities, but the middle-tier Volkswagen brands have basically been eliminated in Fuzhou. These intermediate brands are better thanThere is no brand advantage and no price advantage compared to others. For this reason, many terminal dealers believe that as an intermediate brand, the most important thing for manufacturers to transform their products is to adjust the product structure and reduce the inventory burden on dealers, so as not to overwhelm dealers with inventory in a bad environment.
Separating the products of different channels based on the competitive dimensions of different channels and optimizing the product structure are the keys to the product transformation and upgrading of ceramic companies. Based on the analysis of the channel advantages of core dealers, we build a product system through channels that adapts to the dealer's regional market. On the one hand, we reduce the risk of product silencing, and on the other hand, we are truly user-centered and manufacturers seek common development.
Store construction
Manufacturers' free installation stores strive to be high-end VS dealers prefer low-cost sample replacement and customer satisfaction
By visiting more than 300 dealers in the terminal market, the research team found that: 70% of dealers have a conservative wait-and-see attitude towards store expansion, and 60% of dealers have gradually reduced their storage area The most obvious thing about the Fuzhou market is that the store reinstallation rate of imported brick brands is high, while the store expansion plans of domestic brands are shrinking or maintaining their original operations.
In the past two years, during the intensive investment period for ceramic and sanitary ware exhibitions in Foshan and other places, the research team also found that many brands have advertised "free store decoration" in order to promote investment. In this regard, many dealers said that they have long been familiar with the manufacturer's "free shop installation" routine, believing that free products are often the most expensive.
Regarding store decoration, during the Xuzhou Station survey, local Mango Ceramics dealer Guo Na said that the biggest headache for her is no longer the style displayed in the exhibition hall, because now the needs of customers are diversified, and her biggest headache is how to update the products. Quickly sample, allowing designers to bring owners to the store to select materials and have more room for recommendations.
During the Fuzhou station survey, Zhu Wenli, deputy chief designer of Fuzhou Guoguang Yiye Decoration Agency·Bojinhan and director of the 20th Home Decoration Institute, also said that there are many design softwares now, and they are very popular. It is convenient and easy to use. Currently, ceramic tile material manufacturers have their own drawing staff. The aesthetic ability of current consumers has been unprecedentedly improved. There is no need for dealers to create too many model rooms for situational sales. More and more consumers I would rather choose a design solution customized specifically for myself, which does not affect the experience at all. Therefore, Zhu Wenli believes that ceramic tile material stores will become smaller and smaller in the future. The decoration cost of a material dealer's store can be controlled at about 200,000 yuan, which only requires the display function of material selection. Interviewed Mr. Sun Shaochuan, Chairman/Design Director of Xiamen Jiahe Great Wall Decoration Engineering Co., Ltd. Regarding the frequent store decoration of terminal tile stores, Mr. Sun believes that consumers who buy tiles for decoration generally do not visit the store more than three times from the time they select tiles to the time the decoration is completed. Therefore, for most consumers, this is the first time they have seen our brand showroom. The showroom should pay more attention to new products and sample changes to truly return to the market's demand positioning for materials.
Due to high costs, store construction has become a top priority for many dealers in their transformation. "Free store installation" has left a bad impression of "deep routines" in the minds of many dealers. For this reason, store construction not only requires dealers to make careful decisions, but also requires upstream manufacturers to not blindly guide or provide assistance.
Team building
Manufacturers prefer store manager training VS dealers need talent introduction and retention mechanisms
Training has basically become a key upgrade action for upstream manufacturers from blood transfusion to hematopoiesis for terminal operations. However, manufacturers have invested a lot of manpower and material costs in developing terminal training, but many dealers say it has little real effect. The main reasons are:
First, the training instructors give more theoretical lectures without sharing real sales experience; second, the turnover of terminal store managers and clerks is high, and the training is reduced to competitors. Pay tuition.
Zhuo Jianli, a dealer of Romantic tiles in Xiamen, introduced to the research team that since he became an agent for Romantic tiles in 2014, due to its product features, there is a great need for design to do whole-house design for high-end owners. Paving effect solution, for this reason, since acting as Romantic, everyone from him to all the store staff has been forced to become a designer. After years of practical operation, his team has formed a very efficient and practical design, marketing and operation system. To this end, Zhuo Jianli also served as a re-employed lecturer at Romantic Tile Business School, sharing his experience in design and marketing with more dealers under the organization and guidance of the manufacturer. Zhuo Jianli also revealed to the research team that Romantic Ceramics has successfully integrated the "Design Team Building" courseware shared nationwide by the Zhangjiagang dealer team, the "Single Store Quick Profit System Creation" courseware shared by Chengdu dealers, Wujiang Distribution The courseware "Home Fair Group Buying Promotion and Explosion" shared by merchants, etc. The research team believes that integrating the successful experiences of traders or dealers with practical experience and upgrading the training system in a way that produces real knowledge through actual combat may make training and assistance more down-to-earth.
During the Fuzhou station survey, Wang Guiming, executive chairman and party branch secretary of the Fuzhou Ceramics Chamber of Commerce, has been operating brands such as Eagle Ceramics, Eagle Sanitary Ware, and ICC Ceramics for many years. The team building has profound insights. He believes that if upstream manufacturers can transfer some of the company's senior management talents into the dealer operation system, the "teaching and mentoring" training effect will be better achieved.
▲Xiamen Terminal Research Interview with Sun Shaochuan
Through a survey on demand related to terminal assistance, the research team believes that in an environment of channel fission, consumption upgrading, incremental market shrinkage, and the existing market is still unclear, terminal ceramic dealers Transformation is like the transformation of manufacturers. We can no longer rely on a single blast to stabilize channels and markets. This is just like what Yin Chenggang, the general agent of Dongpeng Ceramics in southern Fujian and the general manager of Xiamen Sanyue Building Materials Marketing Center, said when we visited: The transformation of manufacturers must be at the same frequency. For manufacturers, they must have a clear brand positioning and solve material problems. What dealers have to do is provide whole-house paving solutions. One solves the problem of fabrics, and the other solves the problem of garment experience. Only by solving their respective problems can the transformation of manufacturers be truly efficient. In the new cycle of transformation of manufacturers, it is even more necessary to build a sustainable and stable growth system from top to bottom to ensure that they can win in the fierce competition in the rapidly changing market.
