Foreword
China Ceramics Network News (Editor: Wu Jialian) From July 18th to August 8th, the terminal market research [Suzhou, Xichang and Changzhou Station] happened to encounter the hottest time period in southern Jiangsu. Local distribution Shang's enthusiastic help made the research team think that it was not the heat, but warmth. On the morning of July 26, the research team came to Wandu Ceramics City located on Zhongwu Avenue, Tianning District, Changzhou City, and visited Wu Zongjie, the local gold medal general agent of Asian tiles. Before meeting him, Zhong Taojun learned from the people at the corporate headquarters that Mr. Wu was a young and promising post-90s generation. He was modest and humorous, and had innovative thinking and unique insights into the market. So the research team benefited a lot from the next morning's conversation with Wu Zongjie.
▲China Ceramics Network walks into the wonderful video of Changzhou Gold Medal Asian Tiles
Gold Medal Asia Tile was founded in Guangdong in 2004, and Wu Zongjie has been acting as Gold Medal Asia Tiles for 11 years so far. In his words: "I grew up with Gold Medal Asia." Wu Zongjie believes that whether it is production and research and development, or acting as an agent, everyone wants to find a company with guaranteed quality to cooperate with. It can be seen that companies that adhere to the concept of quality first can become popular in the eyes of terminal dealers.
Manufacturers grow together and stay together through thick and thin
Zhong Taojun:Why did you choose Gold Medal Asian Tiles?
Wu Zongjie:We are very rational and cautious when choosing brands. At that time, we came to Foshan for an on-site inspection. We visited many brands of factories and products and made detailed comparisons. We even went to the building materials market to conduct research. At that time, Gold Medal Asia already had three production lines, and the designs and colors of glazed tiles and polished tiles were very distinctive. We know that the building materials market more than ten years ago was not as standardized as it is now, and the quality of bricks was even more uneven. However, the bricks produced by Gold Medal Asia are white and resistant to falling, and are very competitive in the market. Compared with the quality of bricks from other companies, Quality, I chose Gold Medal Asia without much hesitation.
Zhong Taojun: Can you use a paragraph to describe the relationship between you and the gold medal Asian tiles?
Wu Zongjie:We and Gold Medal Asia have grown up together, and it can be said that we are in the same boat. When inkjet ceramic tiles were first launched in 2010, because no one understood it, there were many unknown risks in the market.
At that time, Wu Zongjie did not flinch and still followed the headquarters firmly. Because they are always willing to be the first company to catch the first crab. Later, when the inkjet porcelain "Avatar" became popular in the industry, they and Gold Medal Asia made a lot of money together. The dealers and the headquarters worked together to expand the market and enjoy the market dividends. The products subsequently launched are also industry benchmarks, so Wu Zongjie is also very confident about today's large slate slabs.
▲Changzhou Gold Medal AsiaTile general agent Wu Zongjie
Gold medal Asian large rock slab, strength creates classic quality
As we all know, Gold Medal Asia Tile is one of the first companies in the industry to introduce large-panel production technology. In February this year, the Gold Medal Asia tile advertisement was broadcast during prime time on CCTV News Channel. Now, on August 5th, the Gold Medal Asia Tile CCTV advertising was officially changed to the large rock advertising, which also means that the Gold Medal Asian large advertising is officially launched! The transformation and upgrading from "big slab" to "big rock slab" symbolizes the comprehensive qualitative change of gold medal Asian tiles.
Zhong Taojun: Which points in brand upgrading make you feel the most profound?
Wu Zongjie:Let me talk about it from two aspects. On one side are large rock slabs. When we first showed the large rock slabs, people in the market were surprised. When we guide customers to mention large rock slabs, consumers will also recognize the strength of our brand and differentiate it from other brands, and then the order rate and unit value will increase. In recent years, the industry situation has been bad, but the opening of the landmark building of Gold Medal Asia Tile's headquarters has made it easier for us to attract investment. Our strength is there for everyone to see, and the brand's appeal has become stronger. This makes dealers very confident and firmly believe that by following Gold Medal Asia, they will definitely make money and rise against the trend in a downturn.
On the other hand, brand advertising has been featured on CCTV which has a greater impact on terminal dealers. This move means that more and more consumers are aware of the gold medal Asian brand, and we also play CCTV advertisements in the store, which invisibly enhances consumers' trust in the brand. With the endorsement of CCTV, negotiating orders will be easier than before.
Zhongtaojun:Do you have any tips for opening up the local sales of large rock slabs?
Wu Zongjie:Large rock slabs have been launched for more than two years now, and the market has gradually matured. Although many stores now have large rock slabs, there are not many that can actually produce 1.6x3.2m. Therefore, Changzhou consumers who want to buy large rock slabs will still give priority to Gold Medal Asia. At present, Changzhou consumers mainlyApply the design of large rock slabs to the background wall, and Gold Medal Asia not only has large rock slab production lines imported from Italy but also advanced deep processing lines, sowe meet the various individual needs put forward by consumers, that is, we can cut into the private high-end Customization is also one of our advantages.
Zhong Taojun:How receptive are consumers in Changzhou to large boards?
Wu Zongjie:Although Changzhou’s large board market still needs to be continuously cultivated, we also dare to be the first company to eat crabs,and we are in the sales and construction headquarters There is a complete system in every aspect. At this stage, our sales of large slate slabs are mainly for villa decoration or background walls introduced by old customers, and the designer channel and foreman channel are also gradually advancing.
▲Changzhou Gold Medal Asia Tile Exhibition Hall Large Panel Product Diagram
The reporter feels that most of the young people nowadays are interested in something, but not passionate about it. They are doing a similar job, but they are barely making do with it. However, Wu Zongjie, who is also born in the 90s, has given full play to his personal innovation ability. With his personal keen market sense, he understands that win-win cooperation and multi-win between manufacturers are the driving force for the development of modern society and also for ceramic enterprises. The motivation to become bigger and stronger.
A gold cup or a silver cup is not as good as word of mouth, and a genius is not as good as a versatile person
Zhongtaojun: How is your marketing method different from other companies?
Wu Zongjie:In terms of brand promotion, we dare to try various forms of promotion channels, and the forms are more lively and diverse than other brand promotions. Of course, we have both traditional forms of publicity and publicity methods that are in line with the development of the times. For example, Gold Medal Asia registered a Douyin account early on. We softly implanted products and brands on the platform and used popular channel traffic to increase the brand's exposure and increase the number of fans.
Zhongtaojun:What conditions do you think are needed to run a successful brand in a local area?
Wu Zongjie: The first is brand promotion. The current consumer trend is that no one is willing to buy brands they have never heard of. At this time, companies must continue to improve the exposure and reputation of the brand so that consumers know and recognize the brand, so as to achieve word-of-mouth spread. stage. For example: the headquarters has been making continuous efforts in brand promotion. In addition to advertising locally, we also attach great importance to the maintenance of old customers. Because we know one thing very well, that is - a gold cup or a silver cup is not as good as word of mouth.
Second, brand development and growth are inseparable from channel expansion. Faced with increasingly fierce competition, we must take the initiative to seize the market, so we must expand channels according to local market conditions. For example, channels such as foreman channels, home decoration channels, old customer introductions, cross-industry alliances, etc. We can try any channel that is suitable for the local market shape, so that it can fully bloom. In addition, because multiple channels share market risks, the impact of industry situations on brand sales will be greatly reduced.
Third, competition in modern society is ultimately a competition for talents. If companies want to run their brands well, they must build a team with strong execution and stability. Nowadays, those born in the 90s and even the 2000s are all about a sense of identity and need to affirm and realize their personal values. Therefore, we must have a long-term incentive mechanism, create sales role models, give full play to the role of team members, and make every member have a sense of presence. At the same time, team learning must be organized from time to time to allow members to make progress and maintain competitiveness.
▲Changzhou Gold Medal Asia Tile Exhibition Hall
Confidence is the first step towards success. Brand strength is the foundation for dealers to be confident. Product differentiation is one of the powerful manifestations of brand strength. According to the survey, the Gold Medal Asian Rock Slab products have refreshed Changzhou consumers, also created differentiation in the market, and truly achieved “I have what others don’t have, and I have the best when others have” strong>.
Product differentiation, I have what others don’t have, and I have advantages when others have them
Zhongtaojun: Where do you feel confident in displaying large-panel products in a large space in the new exhibition hall?
Wu Zongjie:In the past ten years of cooperation, we have always worked withThe headquarters keeps pace, and the headquarters never lets the dealers down. Gold Medal Asia has become the industry benchmark every time. It leads its dealers to become bigger and stronger. This time it launches a good product, large rock slabs, and our dealers must sell it well. Our products can truly achieve the goal of“I have what others don’t have, and I have the best when others have them.” At the same time, it also deepens consumers’ impression of the brand, thus facilitating transactions. Of course, with the improvement of consumption levels, consumers' demands for home decoration aesthetics are also constantly increasing. As a "luxury product among ceramic tiles", large slate slabs can meet the needs of high-end consumer groups in Changzhou, so the market potential of high-end consumer groups is very large.
Zhong Taojun:How has the market environment in Changzhou been in recent years? How did you respond?
Wu Zongjie:In recent years, the overall environment should be bad. Fortunately, Gold Medal Asia’s sales have been relatively stable. Gold Medal Asia has a market foundation in Changzhou for more than ten years. It has transformed before other brands, has differentiated products, and has changed tracks and levels to participate in market competition. After Gold Medal Asia Headquarters launched large rock slabs, our dealers responded positively. Our large slate products have begun to be sampled in large quantities, which has boosted brand sales and injected vitality into sales. We are no longer just competing on price, we can compete on products and customized services. At the same time, the headquarters is constantly empowering our dealers.
▲Changzhou Gold Medal Asian Tile Exhibition Hall
Many people use their strength to push down the mountain, and everyone gathers firewood and the flames rise. If an enterprise wants to develop in the long term, it must innovate, share and win-win, and achieve true terminal empowerment, rather than working behind closed doors. Because only cooperation can develop, and win-win is the way to go.
Brand upgrade, win-win sharing, terminal empowerment
Zhong Taojun:What actions do you think the headquarters is taking to truly empower dealers?
Wu Zongjie:This year the headquarters will continue to empower dealers with terminals. For example: 3D home training, product training, sales skills training, etc. are all really needed by the terminal. We all actively participate, constantly improve the professionalism of the team, provide consumers with professional and systematic services, and impress consumers with our services. also, the strategic cooperation between the headquarters and media such as CCTV, China Ceramics Network, and Jintang Awards truly empowers the terminal and enhances the reputation and exposure of the terminal brand. At present, our terminal hopes that the headquarters can continue to increase investment in brand promotion for a long time, and take advantage of the opportunity of industry transformation and upgrading to bring the brand influence to a higher level.
Zhongtaojun:How will we work with the headquarters to achieve win-win results in the future?
Wu Zongjie:Nowadays, market reshuffle is intensifying and product homogeneity is becoming more and more serious. We mainly make good use of the advantageous product of large rock slabs. With the help of the large rock slab sales service system and large rock slab deep processing line of the headquarters system, we will focus on increasing the sales of large rock slabs, gradually promote high-end customization of large rock slabs, target high-end consumer groups, and improve performance. At the same time, the headquarters has reached a strategic cooperation with the "Jintang Award" and hopes to leverage its influence in the designer channel to make achievements in the designer channel.
▲Wu Zongjie cooperates with his family
Conclusion
Among the many dealers, Wu Zongjie, who was born in the 1990s, did not suffer in the ceramic tile industry because of his age. On the contrary, when running the gold medal Asian brand, he is both bold and careful, and dares to innovate; he has broad connections and a keen sense of the market. They worked with the headquarters to expand the territory and expand the market, and together they made Changzhou Gold Medal Asian Tiles bigger and stronger.
Nowadays, the epoch-making product "Gold Medal Asian Rock Slab" has enriched the domestic ceramic tile product structure, changed the competition pattern of the domestic ceramic industry, injected new vitality and power into the industry, broadened the competition track in the field of cross-border customized home furnishings, and provided The industry brings more possibilities.
In the future, there is still a long way to go for both parties to work together. I believe that Wu Zongjie will give full play to his personal innovation and comprehensive abilities to make Changzhou Gold Medal Asian Tiles better and more brilliant, leading the "Gold Medal" "Asian Tiles" has entered the home of every Changzhou consumer, taking the brand's influence to a new level.
