Cross-border marketing boosts tile value

From product to brand to culture, it is actually a process of increasing the added value of products. With thoughtful products and services, the trust of consumers has achieved the brand; the brand has been sublimated into a culture, bringing consumers the highest level of spiritual pleasure. This is the highest value-added product. The marketing of tiles has also undergone such changes.

The constant attempt of cross-border marketing

In the homogenized tile market, many merchants initially sell bricks. With the continuous outbreak of price wars, dealers have begun to take the tile brand management, and enhance the added value of ceramic tiles. As brands gradually increased and competition increased, some dealers began to give brand tiles more cultural connotations. On April 19th, the Jinyi Tao Tiles Stars Charity Concert will be staged at the North Star Plaza, combining product marketing and concerts. “Entertainment Marketing” is emerging in the industry. On April 25th, “Thank Avalokitesvara and Dancing Chongqing, a grateful night for marble tiles,” will be staged at the Chongqing Grand Theater. Buying bricks is not only a matter of spending money, but also the spirit of “harmony” and “self-denial and self-denial”. Nurtured.

When culture borrowed the tiles, Jin Yi Tao became a thought tile and Omar became a temperamental tile. In addition to borrowing culture to increase the added value of products, ceramic tile marketing services have become a consensus in the industry. Now the ceramic brands in Chongqing market are popular with several free services, such as free design, free size, free replenishment and so on. A brand dealer in Chongqing believes that these services are not serious, because these are what tile dealers should do. To talk about real services, we must provide customers with more value-added products, such as explaining feng shui knowledge to customers and providing advice on the overall renovation of customers' houses. We must do a good job of pre-sales, sales, and after-sales services for products. A brand in the minds of consumers.

From price to service

Now the competition between tile brands is not just fighting prices, but also service is to fight. However, it is difficult to see a service-spirited service on the Chongqing market. According to the author's visit to 20 brand stores, most of the sales staff's enthusiasm for entering the store was enthusiastic. After their enthusiasm, their professional sales test the customer's needs. When the customer's consumption is small, the enthusiasm will be reduced by three points. If enthusiasm is immediately reduced to zero, or even indifferent, when it comes to exploring that consumers do not buy bricks. The survey found that this situation is often staged in supermarkets in Chongqing. Some industry analysts analyze that this snobbish service has no service spirit, which is extremely unfavorable to the brand's construction and is a roadblock to the brand's reputation.

Dealers serve consumers and manufacturers serve distributors. In order to better coordinate and serve Dongpeng dealers in Chongqing, Dongpeng Chongqing District is separated from the Chuanxi marketing and operation center, and a Chongqing marketing center is established in Chongqing alone. According to Zhang Yaowen, deputy general manager of Chongqing Dongpeng, the establishment of Dongpeng Chongqing Marketing is intended to provide behind-the-scenes service support for Dongpeng dealers in Chongqing, helping dealers in Chongqing better do a better job of marketing and enhance the competitiveness of the brand. . When the brand manufacturers and distributors are more closely and harmoniously connected, the added value of the brand will be guaranteed.

"Electric shock" temptation

What is more, in order to better serve distributors, some wholesalers are trying hard to “electricity” and use high-tech to serve themselves and distributors. Jiangling Porcelain is a large ceramic tile wholesaler in Chongqing, and is also the first wholesaler to use iPad as a tool to display product pictures to distributors. Jiangling porcelain industry general manager Xie honor said that the annual cost of using the atlas is not small, and now the iPad is convenient and quick, and most of the products can be concentrated in the iPad. In this way, the salesman is convenient to carry, but also brings more product information to distributors, boosts product promotion and leads the competition. In addition, many dealers also try to use the iPad, mobile phones as the carrier of the Internet for brick exchange system, hope to provide quality display services for the majority of distributors and end customers.

The Internet has changed our lives and is also changing our dealer model. Expanding sales channels through the Internet has become a new trend in the industry. The first ceramic tile store operating in O2O mode in Chongqing will soon be tested at Chongqing Bayi Market. The head of the brand, Cao Linyi, revealed that so far, several distributors in districts and counties have been willing to represent Kangtiluo tiles and become pioneers in the ceramic tile industry e-commerce, and these distributors are actively requesting agents.

The new marketing model emerged as the co-branded general of the Tmall E station. The generals in Chongqing Yiyi’s store also released a display rack to advertise that the generals had “electricity”. Yang Jiansheng, general agent of Chongqing, said: "The current results are not obvious, but full of hope."

From "fun" to "useful"

More than 70% of the ceramic dealers in Chongqing’s main ceramics merchants have already opened WeChat. The distributors have joined together through WeChat and become a huge circle of friends. This allows certain brand dealers to see business opportunities.

For a brand to better serve distributors, its distribution manager has established a distribution and WeChat group to include various distributors. The district and county distributors have any product requirements that can be immediately contacted by the distribution manager in the WeChat group. The distribution manager will immediately Respond. Perhaps this is no different from the phone, but it is a community where information has already been shared in the WeChat group. It is not only about sharing, but between distributors and between the distributors and distributors. Make the distribution network more stable. WeChat is becoming a weapon for brand communication. “On April 19th, the public concert of Jin Yitao and Tiles Stars will be staged at the North Red Star Plaza.” After the issuance of this WeChat, it spreads ten times, spreads ten, and spreads. Event information Rapidly promoted.