"Live broadcast selling bricks" is a new way of selling ceramic tiles originated in 2020.
Affected by the COVID-19 epidemic, live streaming has experienced explosive growth in 2020, and has even rapidly spread to traditional ceramic companies and ceramic tile dealers. This is where "live streaming selling bricks" comes from. As the domestic epidemic prevention and control situation stabilizes, people gradually relax their travel and return to buying ceramic tiles offline. Now ceramic companies and dealers have significantly reduced or even abandoned this sales method.
But this sales method has provided Chen Junfeng with new ideas for developing and managing distribution channels.
Huida Ceramics Chengdu dealer Chen Junfeng (2nd from right)
｜Making local engineering channels top 10 in the industry in two years
Chen Junfeng is a post-80s generation who has been in the ceramic industry for more than 10 years. He has worked in the production of ceramic factories, as a product R&D staff for ceramic companies, and as a salesperson for ceramic tile brands. He has rich industry work experience. .
Having been in the industry for more than 10 years, Chen Junfeng has a good understanding of the brand situation in the ceramic industry. He goes to Foshan to participate in the Foshan Ceramics Expo twice every year to learn about the new exhibition halls and new products of Foshan ceramic brands. Therefore, when he wanted to find a ceramic tile brand agent in 2019, he decisively chose Huida Ceramics.
He explained that because of his previous work experience in ceramic tile sales, he is very aware of how well-known Huida Ceramics is in the engineering field. "Huida Ceramics has great advantages in the engineering channel, and its products are cost-effective. Engineering customers are very fond of Huida Ceramics. Satisfaction with the tiles is also very high”.
It is understood that Huida Ceramics is a ceramic tile brand created by the listed company Huida Group with an independent business model. Relying on the strong production strength, large-scale product delivery and service capabilities of listed companies, Huida Ceramics has been awarded the title of National Housing Industrialization Base, the first batch of prefabricated housing industrial bases of the Ministry of Housing and Urban-Rural Development, etc., and won the Beijing Olympic Games, Shanghai World Expo, Canadian Dream Recognized by landmark projects at home and abroad such as Lu Building, it is a well-known ceramic tile brand in the field of construction engineering.
ChenJunfeng said that Chengdu is a city with a very high proportion of fine decoration, but for Chengdu Huida Ceramics, which mainly relies on engineering channels, the policy of fine decoration is a boost. Thanks to the high visibility and recognition of Huida Ceramics in the engineering field, as well as Chen Junfeng’s network resources that have been deeply involved in the ceramic tile market for many years, Chengdu Huida Ceramics has successfully opened up engineering channels and rapidly developed and expanded in the two years from 2019 to 2021, becoming It has become one of the top 10 brands in engineering channels in Chengdu ceramic tile industry.
｜Build a new retail model to manage distribution channels
Although Chengdu Huida Ceramics has done quite well in the engineering channel, the development of the retail sector has not been satisfactory. This is something that Chen Junfeng has been very distressed about since he became the agent of Huida Ceramics. He said frankly, "The retail sector of Chengdu Huida Tile has not been doing very well. This year I plan to focus on this aspect."
Chen Junfeng said that Chengdu Huida Ceramics currently has more than 40 distributors in Chengdu and surrounding areas. This year, it plans to increase the sales volume of the retail sector by fully developing distribution channels.
Having been deeply involved in the Chengdu ceramic tile market for many years, Chen Junfeng understands the importance of brand marketing and promotion for ceramic tile sales. "The aroma of wine is also afraid of the deep alleys." To keep up with the pace of the new retail era, he plans to use new media tools and methods to attract traffic to regional distributors and create a new retail model to manage distribution channels. He said that traditional mom-and-pop stores do not have teams or channels to attract traffic to the stores. In this case, it is difficult for distributors to survive. Chengdu Huida Ceramics can provide distributors with support such as live streaming, fast delivery, and image showroom display. Distributors can make money by simply following the Chengdu Huida Ceramics team and providing good back-end customer services.
With a clear layout plan, Chen Junfeng began to implement it one after another from the beginning of this year. First, an image exhibition hall of over 1,000 square meters was built in Chengdu, and a live broadcast room was specially opened in the exhibition hall. He explained that Chengdu Huida Ceramics will use this live broadcast room to help regional distributors accurately attract traffic through "live broadcast delivery", promote the brand, and achieve rapid transactions. Secondly, we help distributors build teams, arrange staffing flexibly according to the size of the area, and strictly divide areas and maintain regional customer sources. Finally, the distributor’s back-end services are supported through systematic and professional training content, such as sales skills, product introduction, paving guidance, etc.
Chen Junfeng concluded, "If there is a need, it must be met, and service is valuable. Only the stronger your team is and the more people help you sell things, the more you can do better. Relying on individual strength alone will definitely not work. ”
｜Aim in the right direction and lay out the slate market in advance
In the past two years, the slate market has continued to heat up and become increasingly popular. Huida Ceramics aims to launch Huida slate. Huida slate has the advantages of rich categories and complete specifications. The product colors cover international popular colors, and the textures include original stone, solid body, sandstone, cement, wood grain, matching flower panels, etc. Through the intelligent production line, bright and matte surfaces can be flexibly customized. , soft surface, satin surface, natural surface, full body, mold, fine carving and other processes.
In Chen Junfeng's view, slate has great future prospects. Its strength, anti-fouling and other properties are superior to those of stone, and its price is relatively low. It can replace stone in space scenes such as desktops, countertops, cabinet doors, and bay windows. In addition, rock slabs also have great potential in the engineering field. The lower price than stone, rich colors and textures, flexible customizable specifications and sizes, and better decorative effects will encourage project developers to choose rock slabs.
Huida Slate
Chengdu Huida Ceramics quickly responded to the headquarters’ call and officially launched its efforts in the Chengdu slate market this year. Chen Junfeng believes that "Stone slabs are a good sector in the home furnishing industry, and now is the time to quickly seize the market."
At present, Chengdu Huida Ceramics has independently opened a slate display area in the exhibition hall, and has successively laid out the Chengdu slate market through furniture manufacturers, stone processing plants and other channels, gradually improving Huida with an all-channel and all-category operation idea. The sales volume and brand influence of rock slabs.
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Having been an agent for Huida Ceramics for two years, Chen Junfeng is very grateful for the help from the headquarters. "When I decided to use the new retail model to develop the retail sector of Chengdu Huida Ceramics, the headquarters was very supportive of my idea and made Chengdu Huida Ceramics a key support. region, increase efforts to help Chengdu Huida Ceramics develop distribution channels, which can be said to be 'responsive to requests'. ”
“Having been in the industry for so many years, I am very aware of the influence of Huida Ceramics in the Chengdu and Sichuan markets. The Chengdu ceramic tile market is a large international market with a wide radiating area. I am very confident to increase the retail volume. , make Chengdu Huida ceramic tiles better."
