Since 2018, due to channel fission (multi-faceted attacks from fine decoration, complete decoration and e-commerce) and consumption upgrading (consumer behavior has become more rational and unwilling to settle for more), the market conditions of the building and ceramics industry have taken a turn for the worse, and passenger flow has continued to decline. Retail performance shrank significantly, and sometimes ceramic tile dealers were ruthlessly eliminated by the market.
What do ceramic tile dealers rely on to continue to survive and develop? Although the eight immortals across the sea each show their magical powers, they can be summed up in the following points: either they have strong funds and have stronger ability to resist risks; or they have a team foundation and have stronger execution power; or they have multiple channels and have stronger marketing power; or they have a keen sense of touch. Reaction is faster; or both, the overall strength is stronger.
By visiting the construction ceramics markets in Qingdao, Yantai and Jinan non-stop for 18 consecutive days and interviewing dozens of ceramic tile dealers, the China Ceramics Network terminal market research team found that ceramic tiles can still maintain stable operations under the current severe market conditions. In addition to relying on the above points, dealers all have one common characteristic - relatively strong service capabilities.
In the interview, most ceramic tile dealers unanimously expressed the same point of view:As products and marketing become increasingly homogeneous and prices become increasingly transparent, service has increasingly become the core of ceramic tile brands and their dealers. competitiveness.
1
Sincerity is the bottom line of service
Wu Lina, a Qingdao dealer of Big Horn Deer super wear-resistant marble tiles, said that the reason why she and her team were able to achieve performance growth under adverse market conditions and maintain a retail sales ratio of more than 50% was because the quality of Big Horn Deer products was very In addition to the great influence of the Haohe brand, it is also inseparable from sincere hospitality.
Wu Lina believes that doing business is about being a good person, and treating customers sincerely is the bottom line and principle. It would be best if a business deal can be successful. If it cannot be successful, it must be because neither party is the other party's cup of tea. They must not deceive customers for the sake of immediate benefits. If you only care about immediate interests, it will definitely damage your personal reputation and brand image. Because she insists on sincere hospitality and often considers issues from the customer's perspective, she has established an excellent reputation in the local market and has become friends with many customers. As a result, there is a steady flow of referral business from old customers, and her retail performance is affected by the finely decorated rooms. Not big.
Wu Lina (second from left) was interviewed by China Ceramics Network
Wen Jinfeng, a Jinan ceramic tile dealer, also expressed similar views. She believes that products are the foundation, services are competitiveness, and treating customers sincerely is the beginning of all services. The willingness of old customers to introduce new customers is mostly due to the sincere service provided by the merchants. If you forget your original intention, you will not hesitate to deceive customers or even slander your competitors in order to close the deal, causing the possible referral business to be wasted.
Retail needs services, and engineering also needs services. Jinan Jinai Ceramic Tile operates well in both engineering channels and retail channels, which is inseparable from the sincere hospitality and attentive service of Wen Jinfeng and his team.
Wen Jinfeng (third from left) was interviewed by China Ceramics Network
2
Professionalism is the foundation of service
Fan Zhe, the relevant person in charge of Jinan Dongpeng Ceramics Co., Ltd. (Jinan distributor of Dongpeng Ceramics) believes that with the current development of the building ceramics industry, although products are still the basis of sales, there are many products with similar colors and similar prices. , consumers are obviously more willing to choose stronger brands and merchants with more professional services. He also believes that services are not only suitable for consumers, but also for distributors. Whether the distribution channel can be done well depends on the ability to build a platform and the ability to serve distributors.
Fan Zhe (third from right) was interviewed by China Ceramics Network
Sun Weihua, deputy general manager of Huida Tile Jinan Operation Center, believes that in the era of product homogeneity, what matters is professional services. For competing brands, the products may be similar, but the level of application design, the professionalism of the team, and the integrity of the service show gaps due to different services.
Sun Weihua (middle) was interviewed by China Ceramics Network
The words of salespeople who deal with consumers every day should be more convincing. Xin Xin, manager of Jinan Guanzhu Ceramics flagship store, believes that the market has shown a significant change in the past two years: on the one hand, consumers are becoming more and more price-sensitive, and brands have been weakened during the sales process.On the other hand, consumers are paying more and more attention to services, and professional services have become a powerful weapon to win the shrinking retail market and referral business from old customers.
Xin Xin (middle) was interviewed by China Ceramics Network
Due to the high emphasis on service and the special requirements of most local consumers who need paving services when purchasing ceramic tiles, almost all ceramic tile dealers in Jinan have established close cooperative relationships with ceramic tile paving construction teams. Most of them are also equipped with construction supervision positions, and some even set up their own construction teams.
Li Shuangshuang, retail director of Jinan Huanai Home Furnishing Mona Lisa brand (Mona Lisa tile Jinan distributor), said that it is precisely because of its emphasis on professional services that Huanai Home Furnishing has established a company covering ceramic tile processing, paving, and supporting auxiliary material products. Sales, Huanai Dongdong service brand provides customers with full-process ceramic tile use and maintenance solutions. It is reported that Huanai Dongdong services currently cover 12 provinces and 33 cities across the country, and have signed contracts with more than 3,000 outstanding masonry technicians from all over the country.
Li Shuangshuang (second from right) was interviewed by China Ceramics Network
Hu Kunrong, a Jinan dealer of Jianyi marble tiles, said that since Jianyi marble tiles invented the tight joint paving technology, they have continuously brought this unique professional technology to the market and served customers with this, winning many high-end Customer favor.
Hu Kunrong (middle) was interviewed by China Ceramics Network
Gong Mingchen, a Yantai dealer of Li Home Ceramic Tiles, focuses his services on design. His team has a total of 27 people, including 9 people who specialize in providing design services to customers. They are all high-level local designers. Relying on a strong team of designers, Yantai Li Home Ceramics has achieved excellent sales performance through designer channels and has also been highly recognized by customers. Customers often choose their designers’ solutions over those of design companies as the best ones. proof.
Gong Mingchen (second from right) was interviewed by China Ceramics Network
3
System is the guarantee of service
Many ceramic tile dealers have long understood the importance of service, but not many can actually start to do it. Very few can start to do it and stick to it, and even fewer can stick to it and form a system. , providing customers with considerate, high-quality and efficient services is often reduced to an empty talk in ceramic tile sales. Therefore, services that empower sales and satisfy customers are extremely valuable.
Sun Lu, Yantai distributor of Bode Seiko Tiles, is well versed in creating differentiated ceramic tile operations through service. After years of experience, he led the team to establish and improve a one-stop service system, which not only sells high-quality products to customers, but also provides them with complete pre-sales, sales, and after-sales services, such as providing free matching designs to relatives and friends of old customers. Outdated unsalable products, planting green vegetables and fruits to give to old customers, etc., continue to improve customer adhesion, build brand reputation through old customers, and create new customers through fission.
Sun Lu (second from left) was interviewed by China Ceramics Network
Jinan Tianrun Weiye Building Materials Co., Ltd. (Nobel Ceramics Jinan Distributor) has achieved the ultimate in service through institutionalization. Ji Minmin, general manager of Tianrun Weiye, said that Jinan Nobel Ceramics started building a service system very early, and now the service has been completely institutionalized. For example, in terms of paving services: a professional ceramic tile paving construction supervision team has been established. The construction supervisor will inspect the site at least three times for each construction project. The company's senior management also often goes to the construction project site to inspect and supervise the construction supervision; the "Tile Ceramic Ceramics "Construction Specifications for Paving and Pasting", so that every step of the construction from the beginning of room measurement to the end of paving and pasting has rules to follow; a construction project WeChat group including company leaders, construction supervisors, construction foreman and other relevant staff and customers has been established to communicate every day Report and inspect the construction progress and conditions three times; implement a satisfaction survey and scoring system after the completion of the construction project to promote improvement of unknown areas in the project; etc. Through a series of system guarantees, the construction foreman has grown from only using paper and pen to quote quotations to being able to use computers to make reports. During the construction process, the paving workers will fold the carton of a tile neatly and put it away. On the side... Jinan Nobel Ceramics has won the recognition and favor of batches of customers with its services, promoting the growth of performance.
Ji Minmin (middle) was interviewed by China Ceramics Network
Jinan Nobel Ceramics also applies the concept of serving customers to team building and corporate culture creation. For example: employees can enjoy the benefits of traveling four times a year in spring, summer, autumn and winter, including overseas travel; build family culture, establish a filial piety festival, and issue filial piety pensions, enhance employees’ sense of belonging; etc. Team building and corporate culture creation enhance the cohesion and stability of the team, which in turn promotes service improvement.
Someone asked Huawei the secret of its success. Ren Zhengfei replied that there is only one secret: being customer-centric and creating value for customers.
Lei Jun said: Only companies that truly do business around customers, rather than around their own products, can go further.
Jack Ma said: The purpose of running a business is not to keep an eye on how strong the opponent is or how to do business, but to keep an eye on the customer. Learn more about customers every day, serve customers better every day, and put yourself from the customer's perspective every day. This is the highest truth.
The above opinions and cases tell us that products are important, marketing is important, and channels are important, but services are often more important than them. In the downturn period when the construction and ceramics industry has overcapacity, weak innovation, and no outlets, building service capabilities day by day with a service perspective and thinking may be a way for ceramic tile dealers to increase transaction rates through intensive cultivation in a limited market and win survival and development. The only way to do it.
