Driven by the power of mission, in-depth terminal visits to the market
▲Terminal market research "One City, One Activity" Xiamen Station Wonderful Video
(See there is an Easter egg at the end~)
Following the terminal market research at Hangzhou, Shanghai, Wenzhou, Nanjing, Xuzhou, Wuxi, Changzhou, Suzhou and Fuzhou stations, from September 16th to 27th, 2019, the research team continued to go deep into the terminals and entered the coastal cities of Fujian—— Xiamen, and also visited the terminal market conditions of many prefecture-level cities around Xiamen, including Jinjiang, Longyan, Shishi, etc.
It took about ten days to visit 8 mainstream markets in 4 regions, including: Jijia·Jia World Home Building Materials Plaza (Xiamen), Wuyuanwan Red Star Macalline (Xiamen), Baoxiang Red Star Macalline Dragon (Xiamen), Xiyingmen Home Building Materials Plaza (Xiamen), Tiangong Ceramics City (Jinjiang), Juran Home (Longyan), Red Star Macalline (Longyan), and Juran Home (Shishi).
A total of 35 ceramic tile channel dealers were interviewed one-on-one, including dealers/branch companies: (Gold Medal Asia, Dajiuluolu, Nobel, Dongpeng, Marco Polo, Eagle Brand, Jianyi, Oceano, Asia, Jinyitao, Owen Lai, Romantic, Europe and the United States, Te Te. Negative ion, Huida, Inno, Douglas, Wrigley, Guanzhu, Sophia, Nobao, HBI, Xinzhongyuan, Tongli, Shenghua, Juncheng, Ji Jane and other 28 brands); Design companies: (Zongquan Decoration, Jiahe Great Wall Decoration, Jingpai Good Store Alliance, Jingyida Decoration); Associations: (Xiamen Interior Decoration Association, Xiamen Building Decoration Association).
During the visit, the research team worked day and night to output the following article content:
➤The delivery volume in the first half of 2019 was higher than that in the whole of 2018 | Terminal Survey (Xiamen Station) 1
➤300 dealers admitted: There is a gap between manufacturers in terms of terminal assistance
➤The market situation here is clear, I have 6 evidences | Terminal Research (Xiamen Station) 3< /p>
➤Listen to me, the exhibition hall is decorated like this, and the products will not worry about selling | Terminal Tour (Xiamen Station) 4
➤In the darkest moment, force yourself to become this kind of dealer and survive! ｜Terminal Survey (Fujian Station)
The mission must be achieved, and the city-by-city activities were successfully implemented
On the afternoon of September 27, the "One City, One Activity" exchange and sharing meeting was held at the local leading store in Xiamen - Jijia·Jia World Home Building Materials Plaza, and the 35 ceramic tile channel dealers interviewed were re-invited to the event. At the scene, Xiamen’s data research situation was analyzed and supported, and the future development trends of the industry were discussed together.
▲Jijia·Jia World Home Building Materials Plaza on the day of the event
On the day of the event, everyone was very enthusiastic. Even though they were very busy with business matters, they still came to the meeting early. This shows that in Fujian, the bosses who are engaged in the "brick-moving" industry attach great importance to communication..
▲Event preparation highlights
▲Leader’s speech
Deputy General Manager of Jijia·Jiajia World Home Building Materials Plaza Huang Jiacheng
At the beginning of the meeting, as the host, Huang Jiacheng, deputy general manager of Jijiajia World Home Building Materials Plaza, welcomed the guests present on behalf of the store and expressed support and affirmation for the terminal research project of China Ceramics Network.
▲Research results report sharing
After the self-introduction of the guests, Wang Fang, deputy general manager of China Ceramics Network, made an analysis report on the development of the industry in 2018-2019, and also reported on the research results of the ceramic tile market in Fuzhou and Xiamen. share.
A feast of ideas, communication generates value
Question 1: What are the problems with big board promotion in the terminal market?
In the past few years, ceramic slabs/rock slabs have become popular in the industry. Manufacturers have benchmarked such products against the stone market. However, they still have many problems in marketing, the most important of which is that the service cost is too high.
▲Vice President of Xiamen Building Decoration Association and Chairman of Zongquan Decoration Huang Jinfa
Huang Jinfa, vice president of Xiamen Building Decoration Association and chairman of Zongquan Decoration, said at the meeting that the transportation, processing and paving of large slabs are very complicated and cumbersome, involving multiple aspects of cost issues, which has led to this Such products are difficult to quickly enter the market.
▲Dongpeng Tile FujianSouthern Regional General Agent
Yin Chenggang, General Manager of Xiamen Sanyue Building Materials Marketing Center
Yin Chenggang, general agent of Dongpeng Ceramics in southern Fujian and general manager of Xiamen Sanyue Building Materials Marketing Center, also mentioned that consumers in the market have a fixed idea of materials, and they all accept the processing cost of stone by convention, but think that the cost is too high. Boards are ceramic tiles. Consumers don’t quite understand that large-size ceramic tile products require wooden pallets, going upstairs, processing, and paving. The cost of these services is also very high.
▲Engineer Chen Yizong of Ciyu Building Materials Co., Ltd.
As an engineer who specializes in laying large slabs, Chen Yizong explains to everyone why a clear standard cannot be set for the service fee of large slabs. For example, the labor cost of laying large slabs not only involves the size of the product, but also involves There are issues such as the thickness and weight of the product, and the need for several people to construct it at the same time.
Question 2: How do you view the issue of warehousing turnover rate and inventory preparation?
The market is constantly changing, and dealers all want to take the asset-light operation route. However, inventory preparation is a gene that cannot be reversed in the building materials category of ceramic tiles. As a result, most of the current pressure on terminal dealers comes from inventory. Pressure, so what tips do these industry giants have on how to improve warehousing turnover rate?
▲Jianyi marble tile Xiamen dealer Yin Jianan
Yin Chenggang, general agent of Dongpeng Ceramics in southern Fujian and general manager of Xiamen Sanyue Building Materials Marketing Center, believes that to improve the turnover rate of warehousing, planned inventory should replace the previous stocking inventory. Of course, this requires a more systematic approach. manage.
▲Zhou Guofu, founder of Jingpai Good Store Alliance
The Jingpai Good Store Alliance integrates multiple main material categories, with a storage area of several thousand square meters. Regarding inventory issues, its founder Zhou Guofu said that building materials operators need to be forward-looking and customized when stocking up. Make a distinction between categories and inventory categories.
▲Gold medal Asian tiles general agent in southern Fujian Chen Shuji
Chen Shuji, the general agent of Gold Medal Asia Tile in Southern Fujian, which mainly focuses on distribution channels, said that in order to provide better return and replenishment services to its secondary agents, the general agent must have a certain amount of inventory. In terms of warehousing It is mainly related to the personal strength of the operator.
Question 3: As the industry reshuffles intensify, what kind of brands will belong to the future market?
▲Italian Douglas Ceramics Xiamen Dealer Su Wenwang
At the meeting, a guest made a joke. Although it was a joke, it was very insightful: "The industry is reshuffled every day and every year, and the more it is washed, the more standardized it becomes." Regarding which brands can survive in the market in the future , everyone here expressed their opinions, and the author summarized the key words: (Having differentiated products; Insisting on honest management in the era of information transparency; Serving customers with sincerity; Survival of the fittest, survival of the fittest.)
▲Owen Lai | Plain modern brick Xiamen dealer Cao Hao
Cao Hao, a Xiamen dealer of Owen Lai | plain modern bricks, mentioned the reason why he originally acted as an agent for the Owen Lai brand. He said that he just wanted to be a "small but beautiful" brand in a single category, and to be refined and meticulous in the professional field. . The market is so big, just serving a small part of your customer base is already great.
▲Deputy General Manager of Jijia·Jiajia World Home Building Materials Plaza Huang Jiacheng
Thinking from the perspective of the store, Huang Jiacheng, deputy general manager of Jijiajia World Home Building Materials Plaza, believes that 2019 is the transition point between the first 15 years and the next 15 years in the 30-year social development cycle. What we are paying attention to now Differentiation, personalization, branding, and refinement may become unbranded, casual, and localized in the future building materials market. This is the result of highly developed material civilization.
Question 4: What suggestions do you have for manufacturers?
From the mouths of most ceramic tile dealers, the answers we received were nothing more than support for product design and color research and development, publicity and promotion support, personnel training and assistance with activities. However, some other guests present directly said that ceramic tile distribution the voices of businessmen.
Huang Jinfa, vice president of Xiamen Building Decoration Association and chairman of Zongquan Decoration, mentioned that some brands have multiple agents in the same market. As a decoration company, it seems to be a beneficial thing, but it is not. For example, a decoration company has a cooperative relationship with a certain brand, but because there are multiple people operating the brand in the market, the owners cannot share the benefits and standards. This is a very troublesome problem. The manufacturer may have problems due to corporate marketing strategies. relationship, but for the sake of brand reputation it is best not to do so.
▲Conference site
Huang Jiacheng, deputy general manager of Jijia·Jiajia World Home Building Materials Plaza, said that every penny earned by businessmen is hard-earned, and manufacturers should not blindly ask dealers to increase investment in store expansion and construction, especially In the current market environment, many business owners may end up earning only a few stores and a warehouse of inventory. Manufacturers may only pay attention to their own big game across the country, but it is difficult to put themselves in the shoes of dealers, so I hope manufacturers can treat these people in the terminal market more kindly.
▲Terminal market research "One city, one activity" Xiamen station group photo with guests
With the perfect conclusion of this "One City, One Event", the terminal research team has also concluded its work in Xiamen at this stage, and will continue to publish relevant articles focusing on the market phenomena visited in Xiamen. If you want to know more exciting content about the terminal market, please pay attention to the WeChat official account of China Ceramics Network. Thank you all for your support and attention!
Important Note
This time "channel"Tao Fission·Market First - Xiamen Station of China Ceramics Network Terminal Market Research" is jointly sponsored by the Marketing Branch of China Ceramics Industry Association and China Ceramics Network, Gold Medal Asian Tiles (Project), Big Horn Deer Super Wear-Resistant Marble Tiles (East China Area) Jointly named "One City, One Activity" (Xiamen Station) is fully supported by Jijia·Jia World Building Materials and Home Furnishing Plaza.
