On the evening of July 25th, at the invitation of the airline company, we participated in the "Night of All-Income Exchange Meeting" organized by the company, a grand meeting for industry professionals. During the exchange session, everyone Let’s discuss how to make breakthroughs in the current building ceramics industry. I think this is a very meaningful exchange meeting and a rare learning opportunity. Although this exchange topic is relatively broad and profound, today I still want to talk about my personal experience in depth. I hope it resonates with everyone.
Indeed, the ceramic industry market has been changing in the past two years, with opportunities and challenges coexisting. After a baptism of national policy regulation and market changes, the industry has evolved into a brand new market environment. Times are changing, market demand is changing day by day, and the consumption structure is upgrading, which is always affecting the development of the industry. Today, the ceramic industry cannot stand still, but should think about a diversified future from a new perspective.
First of all, the ceramic industry needs to redesign the top level. Today's current situation of the ceramic industry is closely related to the development path of real estate. It has transitioned from the golden age to the silver age and ushered in the second half of competition. Compared with other industries, the ceramic industry is still divided among princes and is leaderless, lacking leading brands and enterprises. This also means that the potential opportunities are still great, and whether it can break through depends on the company's own development conditions. The ceramic industry has developed extensively for so many years, and most of the companies that have collapsed are companies that lack internal strength and do not pay attention to long-term management. In other words, if ceramic companies want to break through in the second half, they must redo top-level design. They must not only focus on production and sales, but also establish a sound organizational structure to truly include design, production, marketing, warehousing, logistics, retail, and installation. , after-sales and other value design of the entire industry chain.
Secondly, the ceramic industry requires strategic thinking. In the past, ceramic companies have not paid much attention to brand strategy and corporate strategy, and they have regarded them as retreat work. In fact, a company's strategy can be implemented, but if a company does not have a strategy that can be implemented, it is impossible for this company to survive the second half. So, what parts should the development strategy of ceramic enterprises include? I think the following three systems must be done well: human resources system, management system, and marketing system. In the human resources system, it is necessary to introduce high-level talents and stimulate their subjective initiative. management systemIn terms of management, we must abandon the past management consciousness that wandered on the edge of the law, and truly focus on performance culture and humanistic culture to create a benign soil for talent development. In the marketing system, we must pay attention to brand building. In the past, ceramic companies were impetuous, empty, and blindly conceptualized in terms of brand concepts and construction, without truly exploring the essence of the brand. However, in the second half of industry competition, companies need to seriously think about the brand. There are actually two cores: a sense of trust and a sense of value, and then start with the end in mind, take the potential needs of customers as the core, and build a real brand with the thinking of a product manager.
Having said so much, I still want to say: I personally think that the industry is now in an era when there is no shortage of products, and the industry’s product following trend is very serious. In the environment of "homogenization", how to cultivate first-class dealers is the magic weapon to win. Therefore, the development of enterprises also starts from the terminal layout, with investment promotion, business development and business education as the core focus, so as to achieve the integration of internal and external to make the terminal Create a consensus with manufacturers and form a company with the headquarters as the core.
In addition, today's industry, I personally do not agree that it is a reshuffle, but a reshuffle of people. It is not that the industry is difficult to do business, but because the development needs of the industry are becoming more and more demanding. Becoming more professional. The reason why we are professional is that our enterprise development requires a professional team to cope with the professional market. Or we can see that it is easy for enterprises to make breakthroughs in investment promotion, but it is not so easy in business development and business cultivation, because market development is the key to the survival of enterprises. foundation, but how can dealer customers grow healthily, or even survive today? This is a question that companies need to think about. If a salesperson only knows how to develop but not maintain, the customers in the market will definitely have a narrow escape! You must know that in the face of today's market, the terminal's demand for manufacturers has upgraded from simply making event materials, event assistance, and product training to team improvement, channel expansion, store improvement, performance improvement, management improvement and other operational-level improvements. Therefore, Enterprises must build and improve their sales teams in an all-round way, and sales staff are in urgent need of understanding and upgrading.
The future competition in the ceramic industry is marketing competition and service competition. Making good products is the foundation of an enterprise and what manufacturers should do. How to do good marketing? Providing high-quality services and providing terminal assistance is the core of competition. As a salesperson, if you have the ability to fill the inventory with customers, you must have the ability to make customers sell. This is called maintenance and improvement. Otherwise, it will be difficult to develop a customer. lose a customerFor households, maintenance is always easier than development! Therefore, in the face of today's market, in addition to upgrading marketing strategies, companies must match the comprehensive capabilities and quality of their sales teams with corporate development requirements and terminal service needs. This can only be achieved through continuity, flexibility, and purposeful training. Only by training, learning and sharing teams can we better serve the development of enterprises and respond to market changes.
(Author: Wang Zhili, national second-level qualified enterprise trainer, new Director of Marketing Department of Yipai Enterprise)
