Text/maoran
[Explanation] The information points elaborated in this article are: ①Consumers need to understand the most basic product quality issues; ②In addition to the tuyere product of slate, the most popular selling product on the market currently is the 400×800㎜ medium plate.
一
Although under the influence of the epidemic, the building materials and home furnishing industry is more difficult to do than in the past, but according to the time calculation in previous years and the schedule of the home decoration industry, March and April after the first month are the peak season for decoration, which is also the time for building materials and home furnishing. The peak sales season for the decoration industry. Similar to Foshan Spring Ceramics Expo, Eagle Ceramics "418" Dealer Annual Meeting, No. 1 Marble Ceramics May Home Decoration Festival ( started 1 season/year in 2014, and 2 in 2019 Quarter/year, normal continuation in 2020) etc., are all marketing activities/events carried out in a fixed period.
No. 1 Marble Tile Home Decoration Festival Preheating
Now that China is in a stable period of the epidemic, the building materials, home furnishing and decoration industries should be prepared to be "needed". Firstly, it is the concentrated opening of buildings after the epidemic; secondly, it is the demand for wedding room decoration that has emerged in the "Year of Symmetry" (2020); thirdly, the questionnaire data of the "Home Consumption Mentality Survey under the Epidemic" released by Sina Home: 60% The above families will not give up decoration because of the epidemic. In this case, even friends outside the industry called the author to consult: "Which ceramic tile brand is best for decoration?"
After some understanding, the other party continued to ask a rather simple question:
"How do you tell whether the quality of ceramic tiles is good? Consumers are accustomed to choosing Guangdong bricks, so how do you tell whether it is Guangdong bricks or foreign bricks?"
Regarding this question, the author's initial response was "You can look at the base of the ceramic tiles" and "You can also go to the China Ceramics Network to find the ceramic tile encyclopedia. There are many ways to teach consumers how to buy ceramic tiles." Then the author continued He asked with confusion: "You always go to a ceramic tile store to buy ceramic tiles, so the store shopping guides should use different product evaluation methods to explain to you, right?
“No, the ceramic tile brand stores I have chosen so far, apart from showing me the application design style and sales price of the products, the rest are just shopping guides patting their chests to check the product quality. Just giving a guarantee.”
二
In recent years, many manufacturers selling tiles at special prices have actually added the author's WeChat account. Their purpose is simply to find another channel through which they may be able to sell tiles. Therefore, the author consulted a "WeChat friend" as a consumer regarding the above-mentioned friend's problem. The content is as follows:
Questions that the shopping guide failed to give comprehensive answers
(Note: The best-selling products mentioned in the above dialogueThe product is a 400×800㎜ medium plate. It is reported that Wu Jinbiao, general manager of Guppy Ceramics, who has been working through offline channels in the past two years, has basically been "settling down" in Fujian this year in order to "grasp" 400×800㎜ products. According to their feedback: This product is developed based on space scenes and is very popular for matching the overall space. )
Obviously, the shopping guide did not answer the concerns of "consumers", and after taking the initiative to express the opinion that "Foshan bricks are better", they just turned the question of quality inspection back to "consumers". At the end of the conversation, the "consumer" actually wanted to ask: Is it possible that if I only need 50 square meters of ceramic tiles, the company will accept me to visit the factory anytime and anywhere? Or do I have to spend money to buy a few tiles in the early stage and study them thoroughly before purchasing them? Or wait until I buy Fujian ceramic tiles and use them for more than ten years and then look back and prove that what you said is right?
In today's difficult market conditions, do ceramic tile shopping guides still engage in this position with the attitude that "it doesn't matter whether the cat is black or white, as long as it catches mice, it is a good cat." ? Obtaining information is the first step, but professionalism is even more critical.
三
Guangdong brick is indeed a major advantage of the ceramic tile brand. I still remember that at the end of 2018, Zhang Huazhao, deputy manager of the marketing department of Guangdong Nengqiang and Qianghui Group, said that the group was a "Foshan Brick" (Not just Guangdong bricks, but ceramics companies that currently have factories in Nanzhuang Town, Chancheng District, Foshan City)Advantages, the company has also made a series of "Qianghui Pottery""Porcelain Origin Certification" instructions/certificates/activities, this is also where the brand can compete with other "bidding" brands.
Qianghui Ceramics Origin Certification Related Content
Especially for northern consumers, the above brand advantages are particularly prominent. China Ceramics Network’s terminal market research in 2019 went to Xuzhou in Jiangsu Province, Jinan, Yantai, and Qingdao in Shandong Province. During the research in these places, the author learned that compared to non-Guangdong bricks such as Shandong bricks, local consumers are more obsessed with Guangdong bricks. After the market survey, the research team also wrote an article "How big is the gap between non-Guangdong bricks and Guangdong bricks?" "The article describes: "Every time the word 'authentic Guangdong bricks' comes from the mouth of the sales staff of Guangdong brand dealers, consumers can instantly feel superior."
Perhaps, "foreign monks like to chant sutras", products such as ceramic tiles are indeed special, but the recognition of production in different regions of the country is different. Therefore, if it is a Guangdong ceramic tile company, after we have tried several marketing activities/events, we will look back and see whether our marketing is still centered around user thinking. Focus?
