文/猫兰
"On February 17, one order of Jianyi marble tiles was sold in Wuhan, with a unit value of 10,000 yuan; on February 19, one order of Jianyi marble tiles was sold in Wuhan, with a unit value of 50,000 yuan..." When Tao Jun saw the official news of the brand, his first feeling was that action is really the decisive force. His second thought was that market demand exists all the time. His third thought was how many ceramic companies there are. And dealers have regained their strength?
"Attack now and you will be one step ahead of your opponent."
"Jianyi Marble Tile Battle Report on February 19th"
Zhongtaojun has never intended to do similar publicity for individual brands, but their actions are indeed worth thinking about or learning from. Their success may also make us raise a question mark in our minds - why can we successfully sign contracts despite being trapped in an epidemic place?
In addition to "attacking", Zhong Taojun believes that after admitting the facts, characters at different levels are also recognizing "themselves".
01
Headquarters takes the lead
Similar to the above action
If the epidemic did not occur, what would ceramic companies usually do to start the new year?
The first type: The company's dealer system is still developing in a healthy state, so proceed step by step, such as greetings at the beginning of the new year in the past, or reorganizing the annual meeting after the New Year holiday due to the early Spring Festival holiday, and adding additional dealer order orders for the new year.
The arrival of the epidemic: Since the company is developing healthily, the reorganization method is to put "stability" at the forefront. Similar to online training, etc., all are to stabilize the company team and dealer groups, while online sales, preferential/subsidy policies, etc. are all In order to stabilize the panicked terminal market...this is the most opportunity to further expand the market share, such as the brands Jianyi marble tiles and Guanzhu ceramics involved in the picture above.
The second type: the company is re-adjusting and expanding in a big way, which is still to step up the selection of high-quality dealers, speed up the pace of investment, and start new terminal stores and team building.
The arrival of the epidemic: a major adjustment in the process of adjustment, seizing any method that is beneficial to investment promotion to modify relevant plans, breaking away from the existing model of the industry, and transforming in a timely manner. However, there is currently no "dark horse" found in the ceramic industry, such as the brands involved in the above diagram—— Huapeng Ceramics, but this can be regarded as a promising direction.
02
Terminal takes the initiative
If the epidemic had not occurred, the market would still allow a large number of dealers to maintain basic survival. Decoration companies would still be independent individuals, and decoration associations would still be aloof organizations.
Terminal channel providers have taken the initiativeAttack"——Dealer System
After the arrival of the epidemic, Zhongtaojun can see that many dealers who have been interviewed in terminal surveys have taken action. For example, Wenzhou Xinruncheng Ceramics dealers have stepped up online recruitment. The situation is no longer optimistic. You have to be prepared for the next resumption of work; another example is the Xuzhou Mango Ceramics dealer who is constantly flooding the screen. Once a certain number of people can ensure their presence, if the content that is flooding the screen is high enough, it will have a diversion effect.
Terminal channel providers have "taken the initiative" - Decoration Industry< /span>
The more organized ones are decoration companies and local associations, which start from the perspective of emotional connection, and then provide online free consultation on various home space designs (not necessarily free design), starting from the perspective of the owners. consider. Decoration design companies such as Changzhou Fengshang Dazhao provide "one-on-one consulting services", and local associations such as Wenzhou Home Expo work with 14 well-known local decoration companies to provide online services such as "Learn to Decorate without Leaving Home".
In this regard, Li Fan, general manager of Wenzhou Home Expo, said: The epidemic occurred during the Spring Festival. This is a time when many companies, especially the construction and home decoration industries, have excessive funds. One year's reserve projects and new projects with strong New Year's plans have been started one after another, but all of them have come to a standstill this time. Many home furnishing stores are also trying their best to help home furnishing companies and issuing policies such as rent reduction and exemption. However,Enterprises cannot rely on provinces to save themselves. , but to operate normally, it is completely insufficient to rely solely on corporate decision-makers who live at home alone, or a single brand team to save themselves in special times. Only by gathering into a group and systematically establishing communication between supply and demand can we actually use it better than usual. Provide services and affordable products to buyers, use a variety of online tools and systems, and pre-position part of the marketing work, such as design, new product recommendations, and promotional community online group purchases, so that we can hope to overcome the difficulties in the first quarter and let people Lay the foundation for normal operations in the later period. Only by giving full play to the general pattern of self-rescue and mutual aid can the home furnishing industry recover faster and better. So we analyzed this and started working online in a timely manner, opened up internal systems and developed several temporary applications, and contacted a large number of decoration and building materials manufacturers to form an anti-epidemic alliance to provide consumers with a full range of free online home decoration and building materials consultation and free home decoration design, and received extensive support and Good reviews from consumers.
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The above-mentioned efforts at all levels have one thing in common: attaching great importance to information dissemination, increasing activity, and making information as simple and refined as possible. A picture can explain things clearly, and if there is interaction, Up to live video. Therefore, this article by Zhong Taojun only briefly explains what I have seen and thought recently, and I apologize for any immaturity.
Today has come to the last week of February. There is still one month and one week left before the first quarter. It is exactly one month since New Year’s Eve (January 24) to today. time. For example, the staff of the Haomei New Materials Factory (Stone Slab Production Base) actually started returning to work on the seventh day of the lunar calendar. Although it is an epidemic-stricken area (Honghu, Jingzhou, Hubei), even if they cannot start operations, they are still doing basic maintenance on the machines every day. work so that you can be ready to go at any time.
The work "daily report" of the wonderful new materials factory< /span>
In the past month, what kind of "struggle" efforts have you made? Welcome to leave a message below to communicate!
