Foreword
As we all know, China's building ceramics industry has gone from budding to mature, from public ownership to private ownership, from seller's market to buyer's market, and now the competition has entered a period of intense competition, and has even reached a period of reshuffle of the entire industry... So, who Whoever has accurate consumer group information or market information has an excellent weapon to win.
However, many companies are too tired to cope with the brutal market competition and have no time to deal with the ever-changing market. At the same time, the market itself has the characteristics of ever-changing changes and large regional differences. It is not easy to accurately grasp its true information. As a mainstream online media in the industry, China Ceramics Network has always been committed to serving the ceramics industry and assisting industry development. It has teamed up with professional organizations to plan terminal market research activities and comprehensively understand the market development status through precise market visits, aiming to provide the industry with Comprehensive and accurate research data on channel vendors (dealers, home furnishing stores, real estate developers, and the design and decoration industry), and conduct systematic and professional analysis of the data from the macro perspective of the industry and the micro perspective of the category to provide development guidance for the industry.
From June 2018 to early December 2019, the "Channel Fission Market First" China Ceramics Network terminal market research project has visited 13 cities (Hangzhou, Shanghai, Wenzhou, Nanjing, Xuzhou, Suzhou, Wuxi, Changzhou, Fuzhou, Xiamen , Qingdao, Yantai, Jinan), and conducted one-on-one interviews with nearly 500 people, all of whom are ceramic tile dealers, designers and other terminal channel merchants. During the walking survey, we easily discovered from the feedback from terminal channel vendors that a high-quality brand can stand in the market because it has indispensable factors, including its brand cultural genes from top to bottom, or from the inside to the outside. Or the thoughts are deeply reflected in all brand people. For example, Lion Ceramics, despite the well-known market cold winter, has also been implemented in various provinces and regions, such as Yantai, Qingdao, Dongying, Dezhou, Chengde, Qinhuangdao, Tangshan, Handan, Beijing, Tianjin, Zhengzhou, Chengdu, Taiyuan, What are the specific reasons and conditions for the rapid growth of investment customers in markets such as Jiaozuo? The research team can contact brand dealers in places such as Yantai and Qingdao that they have visited recently to find out the reasons.
Rapid investment and bucking the trend
Lion Tile was established in 2002 and has been in business for 17 years now. Under the great changes of industrial upgrading and reshuffling in recent years, the Lion brand is still good at bucking the trend and finding its own strength in the market elimination period. Perhaps the most difficult time is when the market is loosening. When many ceramic construction companies remain on the sidelines due to the cold market, in the face of intensified competition in 2019, Lion Group Chairman Liu Bao has successively proposed "planting trees" The two major projects of "seedling cultivation" have made key breakthroughs in marketing, channels, and product quality. Moreover, the brand has carried out drastic brand upgrades, starting from aspects such as brand terminal image, product quality, empowering terminals, and team building.
Brand Upgrade - Since entering 2019, Lion Ceramics has won the "Outstanding Brand of the Year" in the China Ceramics Oscar Emerging List, a national standard-setting enterprise, a national AAA-level integrity benchmark enterprise, and ranked among the tenth annual awards in the industry. At the Big Brand List Award Ceremony, it has been ranked among the top ten Chinese ceramic brands, the highest honor in the Chinese ceramics industry, for eight consecutive years.
Terminal upgrade - Terminal store upgrade is also a favorable guarantee for the Lion brand to suddenly emerge in the provincial market. After the customer signs the contract, the headquarters designer will quickly go to the store to measure and survey, and supervise the entire decoration process. Once involved All parties can quickly communicate and resolve store decoration issues through effective preparation plans.
Product Upgrade - In addition to the vitality brought by terminal store upgrades, differentiated products are also an important magic weapon for Lion Ceramics to win the provincial market. Since its establishment, the Lion brand has been adhering to the principle of "Quality is People" The product quality development concept of "product, perfection and perfection", and after in-depth insight into the consumption characteristics of future consumer groups, Lion Group Chairman Liu Dong once again proposed a new corporate development strategy "Being a man, having both ability and political integrity, being a brick-and-mortar, and improving both internally and externally" , under the guidance of this strategy, Lion Ceramics launched the "Lion Omega 3 all-ceramic marble tiles", which further improved the overall quality of the product, comprehensively interpreting "more wear-resistant, lower absorbent, more delicate, and more super hard" It has six core functional advantages: "more flat, more anti-slip", and all physical indicators are much higher than the national standards. Combined with the new brand positioning of Lion Ceramics as "updated colors, more beautiful homes", it fully meets the dual needs of current and future consumers for product functionality and product appearance, and truly achieves both internal and external quality of ceramic tiles.
It is understood that the smooth implementation of the Lion Ceramics tree planting project has enabled more than a hundred dealers across the country to simultaneously participate in the store building boom. According to Wang Xiao, a distributor of Lion Ceramics in Yantai and Li Qiang, a distributor of Lion Ceramics in Qingdao, Lion Ceramics' top-down unified terminal image has rapidly increased its brand's local sales. The establishment of the brand image has also contributed to attracting Local consumers played a vital role and achieved good results.
Facing competition head-on and having the courage to innovate are important reasons why Lion Ceramics has achieved rapid growth in investment customers in the provincial market.
Enabling terminals to achieve success
China Ceramics Network, as one of the media witnesses of the development of the Lion Ceramics brand in recent years, still remembers the launch meeting of the 2019 Lion Ceramics Spring Thunder Strategy in March at the beginning of the year, Wang Xiao, a dealer of Lion Ceramics in Yantai, shared as an outstanding dealer representative: Over the years of joining hands with Lion, the operating income of the Yantai Lion flagship store has increased by leaps and bounds, the business areas have continued to expand, and the strength of the local Lion Ceramics brand has deepened. The headquarters market center has given great support to the Lion Ceramics Yantai flagship store. It has carried out large-scale expansion and refined transformation of terminal channels. Every time it comes to the store, the assistance is implemented one by one and is very convincing, allowing the local team to I can truly feel the super high execution ability of Lion Headquarters and the super high level of control over various channels. It has promoted the establishment and improvement of new profit models for terminal designer channels and home improvement company channels in multiple dimensions.
In terms of empowering terminals, Lion Ceramics adheres to the brand-new user thinking concept of "being a human being, being kind to the foundation, being a business, being true, and being an enterprise, being pure". Two core project strategies of tree nursery, implementation of full-term terminal promotion activities for end customers, and construction of multi-dimensional promotion and marketing channels for regional brands: professional large-scale training, one-to-one customized coaching, 1+N+M, ST15 benchmark Many large-scale assistance mechanisms, such as market creation, have implemented the strategic development policy of "win-win for manufacturers, treating business as friends, and moving forward with business" at all times and everywhere. If there is a platform that allows dealers to work together to provide advice and support each other, then Lion Tile will be unfavorable in every city.
In particular, the 1+N+M large-scale promotion activity has been implemented in Henan, Shandong, and Hebei. This activity has a great impact on dealers’ team building, channel construction, shopping guide skills, and store sales. Enhancement effect. Growing and making progress together with our dealers is the eternal development direction of our company. While improving the actual benefits and quality service experience for users, we will also comprehensively improve dealers' profitability and risk resistance.
For example, in the first half of 2019, the Lion Ceramics Market Center and the Zhishan Marketing Special Action Team of Guangdong Daohe Group provided unprecedented and full-scale three-dimensional assistance to dealers in Henan. From the early market research, to the planning of the event plan, to the training of all employees and team building on the eve of the event, the implementation of multi-dimensional operating channels such as large-scale, high-frequency, and massive accurate advertising support during the event, in this event It has played an extremely important role inLion Ceramics has accumulated a batch of loyal customers in the Henan market and formed a good reputation.
The strength of the empowering terminal is visible, and the spirit conveyed is also profound. For example, when facing the market for hard-decorated houses, Lion Tile Qingdao dealer Li Qiang said in an interview with the research team: We cannot change the hard-decorated house policy, but we can change our thinking and business model; no We are optimistic about the current market conditions, but we are still confident about the future. Survival is victory!
In the cold winter, pessimists can continue to be pessimistic, while those who move forward will continue to move forward. Entering a new historical period, Lion Ceramics, as the leading brand of Jiangbei architectural ceramics, has taken the lead in completing the successful transformation from district and county-level market investment to prefecture-level city large-region investment. I believe that in the future, the Lion brand will be based on the district and county market and radiate. Provincial and local markets once again achieve all-round improvement of the Lion brand and help more dealers become bigger and stronger!
