Foreword
In the transformation and iterative development of the market, building materials stores in small cities are growing rapidly, while building materials stores in big cities are facing a shift between old and new ones. Take the Wuxi Zhongchu Building Materials Market. At that time, Zhongtaojun not only published "This place is strange, the stores are concentrated but the supply exceeds demand" | Terminal Tour ( Wuxi Station 2)" was explained in an article, and a corresponding online live broadcast and subsequent video clips were made as a record of the changes of the times, and the follow-up was "The area of ceramic tile exhibition halls has been greatly reduced, reflecting 5 trends | Terminal Tour (Wuxi Station 4)" This article gives examples and analyzes how the ceramic exhibition halls operated by dealers should be transformed under the transfer of new and old stores.
It is not a rare phenomenon for the above-mentioned local stores to be demolished, such as Yantai Harbor Decoration City and Jinan Jinniu Building Materials Market of the recent terminal market research team. It is understood that the slogan "Decorate to a golden cow" is familiar to every Jinan local. However, with the development of the city, the Jinniu Market, which was officially opened in October 1992, was rumored to be demolished several years ago. Because they had been crying "wolf is coming" for several years, many merchants did not take it seriously. It wasn't until October 2019, when the market issued a notice that it would officially close its business in January and undergo a three-year upgrade. At that moment, the merchant suddenly realized that he was really going to move. It is said that when the notice was issued, the showroom of a certain brand on the market was half-renovated and unfinished...
Pictures of the terminal research team in the Jinniu building materials market
Zhongtaojun believes that the ceramic dealers in the store will not only miss the place where they have been operating for many years, but also make corresponding preparations before entering the new store. Thinking: How to achieve low cost and high efficiency and make better use of the advantages of the new ceramics exhibition hall?
Missing × Pondering< /span>
The China Ceramics Network research team visited Jinan Jinniu Building Materials Market: brands such as Marco Polo Ceramics, Hongyu Ceramics, Liju Ceramics, Elizabeth Ceramics, and European and American Ceramics found that the store area of these brands is basically around 1,000 square meters. , there should be no other place with such a large exhibition hall area in Jinan. While sighing at the end of the old market, Zhongtaojun also left the last photo as a souvenir of their soon-to-be past.
Real photo of Jinan Marco Polo Tile Exhibition Hall
Real photo of Jinan Elizabeth Tile Exhibition Hall
Real photo of Jinan Li Home Ceramics Exhibition Hall
The above is the original appearance of the exhibition hall that will be moved in January 2020. Zhongtaojun interviewed Liu Chao, the manufacturer's designer representative - Qianghui Enterprise Design Director and Li Home Ceramics Brand Design Director - on whether store demolition will affect local dealers. He said: Urban development and market development are forcing adjustments to the building materials market. , but it is not necessarily a bad thing for dealers. 1. When dealers are still hesitant to redecorate old showrooms in the current market environment, the transfer of old and new stores also gives dealers the determination to redecorate stores; 2. In the past, ceramic showrooms If the store area is too large, it will definitely be a burden on operating costs; third, dealers have also accumulated corresponding experience and enhanced their awareness of new store decoration during the changes in market display in recent years.
It is true that stores in old stores can display the application effects of ceramic products through sufficient area, which is also more conducive to attracting consumers to the door, but can their design display mode achieve the same effect after reducing the area ratio? At this time, local dealers will pay more attention to their counterparts in high-end stores, or how the booths for ceramic and non-ceramic products at various exhibitions are designed and displayed. For example, there are many ceramic dealers participating in this year's Guangzhou Design Week. In addition to bringing cooperating designers to the conference to receive awards, some also brought teams to the conference to learn, such as Xiao Fei, a Hangzhou dealer of ICC tiles whom Zhongtaojun met at the exhibition, Sun Xiaoxiao, a Xuzhou dealer of Xinzhongyuan Ceramics, and Yingpai Ceramic Xi'an dealer Zhang Maolin and others. Cross-border learning, both are ceramic brand dealers who focus on product application design.
Regarding the preparations for the new exhibition hall of Jinan Li Home Ceramics, Liu Chao revealed: "The new store of Jinan Li Home Ceramics will be based on an in-depth understanding of the dealer's own channel situation and team situation, and combined with our company's current product structure and The new products to be launched require comprehensive and thoughtful thinking. The new store area is close to 300 square meters, which is half the area of the old showroom. The dealer has reduced operating costs, but it has put forward higher requirements for our design department. I will Think according to five requirements: 1. A comfortable space that enhances the sense of light luxury can give consumers a real experience space; 2. The exhibition hall needs to have a sense of life; 3. The exhibition hall space should be of appropriate size according to functional requirements and visual effects. space; 4. The brand tone needs to be continued and improved; 5. All details need to be in place. ”I believe that when faced with the transfer of old and new stores, all parts of the country will be affected. How to display the dealer's new showroom in a more reasonable way is also an issue that the company's internal designers need to consider.
Appreciation×Thinking< /p>
Real photo of Jinan Xiejin Ceramics Exhibition Hall
When Jinan Jinniu Market was determined to be demolished, Yuexing Home Furnishings across the river suddenly became popular. Among them, Xiejin Ceramics was one of the earlier ceramic brands to enter Yuexing Home Furnishings. Its exhibition hall was decorated with a variety of children-filled products. Interesting accessories and toys are mainly used to make it easier for consumers with families to buy ceramic tiles at home, allowing children to play in the children's area. The color wood grain tiles on the wall are more conducive to attracting children's attention. It can be seen that in the limited space, the design of the exhibition hall pays more attention to the embodiment of service.
Ginza Home Beiyuan Store Representative: Italian Noba Ceramics
Ginza Home Beiyuan Store Representative: Elizabeth Ceramics
Ginza Home Center Store Representative: Nobel Ceramics
Another more popular store is Ginza Home Furnishing in Jinan. As a local high-end store, all ceramic brands will basically have stores in Ginza Home Furnishing. Ginza Home Furnishing is divided into Phase I and Phase II (Center Point and Beiyuan Store). The two stores are separated by the Beiyuan Overpass. At that time, there was no classification of categories. They were on the fifth floor of the Center Store and the first floor of the Beiyuan Store. There are relatively concentrated ceramic tile brands. These ceramic exhibition halls all have a common characteristic: they focus on new product sampling and light luxury style. Compared with the ceramic exhibition halls under the European trend a few years ago, the style of the exhibition halls today is Ceramic tile sizes have become larger, but soft furnishings and even matching furniture products have become real embellishments.
Ginza Home Center Store Representative: Asia Tile
Ginza Home Center Store Representative: Guanzhu Large Slab Store
Ginza Home Center Store Representative: Casa Tile
Red Star Macalline Representative: Oceano Ceramics< /span>
Red Star Macalline Representative: Jianyi Marble Tile< /span>
Another high-end store is Red Star Macalline in Jinan. Oceano Ceramics and Jianyi Marble Tiles are both on the first floor, and occupy a whole row of store locations. The two exhibition halls have one thing in common - they are long and narrow. . However, the two brand showrooms are completely different in style. Oceano Ceramics has an obvious light luxury style, while Jianyi marble tiles have a Chinese style reflected in parquet. Exhibition Hall Design It is still the best embodiment of brand positioning.
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The terminal is difficult to operate, retail channel sales are declining, channels are fragmented and intercepted, traditional stores are undergoing transformation, where will ceramic dealers end up? What they face is not just a problem, but endless tests, but also a test of their confidence in the industry. Demolished stores are like eliminated brands. Between the old and new ones, the market is still there, and what everyone can do is how to find vitality in the new display platform. Then, continue, "Day and night alternate, endless, run, hide, break through to the other side..." - an incidental word for a work in the 2019 Lianzhou International Photography Exhibition. Just like the explanation.
（Author: Mao ran）
