Text/Catran
At the recent China Ceramics Network's 2020 National Tile Market Survey [Guiyang Station] "One City, One Activity" sharing and exchange meeting, the author compared it with the Wenzhou ceramic tile market situation surveyed in 2019 (see "Research:" for details: Wenzhou, you are so unique!" (Article) for comparison.
2020 National Tile Market Survey (Guiyang Station) "One City, One Activity" "Scene
The author thought that the Wenzhou ceramic tile market was already a special case, but I did not expect that the Guiyang ceramic tile market would be even more special. This specialness is not only because it is a key development area of the country, so it has better prospects than other provincial capital cities, but also because this ceramic tile market with an annual throughput of less than 1.5 billion (excluding engineering volume) has given birth to a number of Distinctive dealers - they have been working hard in the ceramic tile industry for many years, always insist on thinking ahead, and always respond to market changes in a timely manner. These should inspire other ceramic tile dealers who are eager to transform or find a way out.
1
How do the older generation of ceramic tile dealers plan for their future?
——Integrate resources to build a platform
Leadership guru Bennis once said: In the business world, it is not the "most obedient" people who create miracles, but the people who are least welcomed by most companies - eccentric, deviant, and disruptive. Routine person.
Wu Huaihe, General Manager of Marriott Commercial Headquarters (2nd from the right)
As a trader, in addition to being stable, you also need to break rules. For example, Wu Huaihe, general manager of Marriott Commercial Headquarters (also a Guiyang distributor of Gaode Ceramics).
Guiyang has an interesting feature. Several local building materials and home furnishing stores are invested by ceramic tile dealers, and Marriott Commerce is one of them. It covers an area of 150,000 square meters. Construction started in 2014 and was completed in 2017. Currently, more than 100 home building materials brands have settled in by purchasing single-family buildings, including 50 ceramic tile bathroom brands. Wu Huaihe said that he came up with the idea in 2012 for the model of self-built and single-family building materials and home furnishing trade city for sale. You must know that business in the terminal ceramic tile market was still possible at that time, but he "predicted" the future early: If dealers did not change, it would not work.
“First, the rent in shopping malls increases every year, and the location is unstable. The performance of shops in different locations varies greatly. At least 70% of the profits earned by merchants are given to shopping malls, and some merchants have built high-end stores to Open a store wherever you want, so the team needs to be rebuilt; secondly, Guiyang consumers pay more attention to experience, and independent spaces can better realize product customization and experience. The operators of various brands in Guiyang can only build their own If you use the local headquarters as a platform and break out of the barriers of being just local dealers and agents, the door-to-door order success rate will be higher; thirdly, in the future, local development will be regionalized. If there are too many stores, dealers will still be These dealers have limited management energy and team members, so the future trend is for dealers to serve as headquarters platforms and develop distribution in other places, such as Jinyi ceramic tiles and Mona Lisa tiles, which are only retained in Red Star Macalline A direct store," Wu Huaihe analyzed.
"We can't defeat young people, but we have resources, and we rely on different models to find new ways. - Wu Huaihe"
Another person who also likes to break the rules and can be considered "eccentric" is Wang Youde, Guiyang dealer of Bode Seiko Tiles. Yesterday, the WeChat public account of China Ceramics Network"Why do colleagues in the ceramic industry like to slander each other? The reason turned out to be this! ｜Hot Weekly Review"The article also "brings out" Wang Youde's classic words: "I require my employees not to speak ill of their peers, and employees who speak ill of their peers cannot be retained."
Guiyang Bode Seiko Tile Wang Youde (4th from right)
As the saying goes, "If you want to do something good, you must first be a saint." Because of this, many talented people are attracted to Wang Youde; and because we can learn a lot from him, some employees have worked with him for more than ten years. What can be learned is the change in thinking. Wang Youde and his brother started running Bode Seiko Tile in Chongqing in 2004. According to rumors, "when they were at their craziest time, they opened nearly a hundred directly-operated stores." At that time, Bode Seiko Tile was the first home decoration channel in the country. But he started making furniture again in 2008. In 2013, he went to Guiyang to develop and act as a local agent for Bode Seiko tiles. After discovering that local consumers paid special attention to human relationships when shopping, he no longer only dealt with home decoration channels, but gradually focused on old customer channels. , started building a building materials supply chain platform in 2019 (Shenzhen Ma Yunji Technology Co., Ltd., the platform includes chambers of commerce, real estate, and building materials alliances).
"I can't change the market, but I can change myself and adapt to the development of the times. We don't make products, but we make platforms, and different resources must be integrated. ——Wang Youde"
2
How do the older generation of ceramic tile dealers transform and upgrade?
——Looking for “upward” brand expansion channels
The Guiyang ceramic tile market has another special feature, that is, like Wang Youde, he originally represented a brand in other places, but later expanded his "territory" and came to Guiyang to represent this brand, such as Xu Jiankang, Guiyang dealer of Samit Ceramics, Xin Zhongyuan CeramicsGuiyang dealer Kang Jun.
Guiyang Xinzhongyuan Ceramics Dealer Kang Jun (5th from the right)
Kang Jun, a Guiyang dealer of Xinzhongyuan Ceramics, started acting as an agent for Xinzhongyuan Ceramics in Laibin, Guangxi in 2005. However, Laibin is a small place and the market competition is extremely fierce. Kang Jun realized five years ago that he needed to change, "either to go up or to focus on sinking channels." At that time, on the recommendation of the brand headquarters, Kang Jun chose to move out of small cities and develop in Guiyang, which has greater potential. "In Guiyang, there were still a lot of customers who came naturally in 2016, but it was reduced by half in 2017. There were even fewer customers in 2018-2019. Due to channel differentiation and interception by decoration companies, it was a decline from an industry perspective, but overall The market size is still there, and any activity method is not feasible in Laibin, but it is OK in Guiyang.” In addition to cross-regional development, Kang Jun also opened up new channels, because “Guiyang people will think of design first when decorating.” It was only after I came to Guiyang that I started to focus on the designer channel. "The era of huge profits has passed. If we don't build a channel brand, we will definitely be greatly affected after the epidemic this year."
"I am very grateful to the Xinzhongyuan China Design Star event, because I am the biggest beneficiary. With gratitude to the brand, I will channel designers Maintain it well. Doing so will promote the brand and push the industry forward."
Jinyi Ceramic Tile Guiyang Dealer Wang Jingbin (middle)
Another person who has been going through the designer channelWang Jingbin, a Guiyang dealer of Jinyi ceramic tiles, had previously represented the popular Wechat brand Crystal tile brand, "We used to make microcrystalline tiles. During 2012-2015, the 100-square-meter apartment size wasConsumers will be willing to buy ceramic tiles worth hundreds of thousands of yuan, but now consumers of the same apartment size are only willing to spend 40,000 to 50,000 yuan on ceramic tiles. Consumers are slowly returning to rationality and they will pay more attention to design. "Wang Jingbin has only been an agent for the Jinyi ceramic tile brand for more than 3 years, because he often uses a designer's perspective to examine the application design of products. In addition to purchasing a single-family facade in Marriott Trade City, he also invited the well-known design master Sun Huafeng to do the design (Jinyi Italian Ceramic Tile Decoration Version 3.0), and plans to dismantle and reinstall the Red Star Macalline store (Jinyi Ceramic Tile Decoration Version 2.0) that has been installed for less than a year at the end of 2020.
"In the past, when we Fujian people went to a place to make ceramic tiles, we mainly focused on mid-to-low-end channels at the beginning. However, with the changes in the market, if we want to survive, we have to go up. Go ahead and break away from the original brands and stores - Wang Jingbin"
3
How to concentrate on doing a good job?
——Loyal to a brand
Another very interesting feature of the Guiyang ceramic tile market is that most dealers only represent one ceramic tile brand, using Shunhui Ceramics Guiyang dealer Wang WenkeThe word to describe it is "loyalty".
Guiyang Shunhui ceramic tile dealer Wang Wenke
Wang Wenke has been joining Shunhui Ceramics for 21 years. In 2002, he built a 1,300-square-meter Shunhui store in Guiyang Southwest Home Expo City. In 2007, he became the vice president of Guiyang Quanzhou Chamber of Commerce. In 2012, he built Western Guizhou Building Materials City...now has 18 stores in Guiyang (3 direct stores and 15 distribution stores). But no matter how he develops and expands his career, Wang Wenke will never give up on Shunhui Ceramics. He said seriously and emotionally: "From now on, my son and grandson will all make Shunhui ceramic tiles." This is not a simple statement to impress the manufacturer, but a sincere appreciation for the brand.love. In the process of operating Shunhui Ceramics, he will not be oriented by sales tasks, because loyalty and love will make a person devote all his energy to doing a good job in a brand and a thing.
"Human energy is limited, and this is a place that pays more attention to human touch. Loyalty is the essence of China's five thousand years of traditional culture and must be studied carefully. — —Wang Wenke"
Perhaps, because Guiyang is a tourist city and has a large immigrant population, it will be more inclusive, so ceramic tile dealers can flex their muscles in a diversified or decentralized manner in the local area. At this time, as long as brand manufacturers provide more support, a large share of the small market is not far away.
Next, China Ceramics Network’s 2020 National Tile Market Survey will continue to the next stop, looking for more positive ceramic people.
Author: Maoran
