It is a foregone conclusion that the ceramic tile circulation channels in Nanjing will undergo fission and reorganization.
So far in 2019, more than 40,000 new houses have been delivered in Nanjing. According to Liu Dalong, head of the Nanjing Decoration Materials Trade Association, Disclosure: It is expected that only about 80,000 new homes will be delivered in 2019, more than half of which will be finely decorated homes, and most of them will be in the outlying suburbs of the city. At present, the proportion of hard-decorated houses among the common housing types in the urban area has reached 80%. In the future, Nanjing urban area will implement a 100% hard-decorated house delivery policy.
With the closure of hardcover centralized purchasing, all-inclusive packaging, designers and other channels, Nanjing’s traditional retail channels Faced with a life-and-death situation, whether it is a store or a ceramic tile store, there are often no people around, and a sharp drop in natural customer flow has become the norm.
In sharp contrast to the general cliff-like decline of retail channels, strategic centralized procurement project channels appear to be slightly prosperous. ; The market space for large-volume second- and third-tier brands across all categories is shrinking rapidly, while a handful of first-tier brands with strategic centralized procurement capabilities are rapidly devouring market share and taking advantage of the situation to expand!
The era of colorful brands and a hundred flowers blooming has come to an end, and a new competition among giants is beginning.
However, it is worth noting that despite the decline in the number of new home deliveries, the total demand for ceramic tiles in Nanjing is not low overall. The throughput is still there - it can also be understood as: what is fissioning is the channel, what is not changing much is the demand.
Only when you blow away the yellow sand can you get gold. To borrow the words of a Nanjing agent: What you see in Nanjing that is finally left behind and relatively stable is all real gold.
——In Nanjing, the "leftover" is king!
What are the characteristics of these brands that are advancing against the trend and expanding with the trend? The "Channel Fission, Market First" terminal research team jointly created by the Marketing Branch of China Ceramics Industry Association and China Ceramics Network conducted in-depth interviews and surveys in the Nanjing market and concluded the following conclusions, which may be useful to you.
NO.1. Only by operating in all channels can we advance smoothly
Among the wave of successful brands of the Nanjing Nuggets, omni-channel operation has become one of the elements of corporate success. Kong Xiangjun, the Nanjing agent of Dongpeng Ceramics, has a deep understanding of this. Through his introduction, we learned that at a time when brands in Nanjing's ceramic market are undergoing a major reshuffle, Dongpeng Ceramics' market share in Nanjing is still showing a steady expansion trend, and its annual sales are also growing steadily. In addition to its strong brand potential, this is also related to the early launch of the omni-channel operation model by local agents. At present, Dongpeng's engineering procurement channels, home decoration channels, designer channels and distribution channels in Nanjing are showing a roughly balanced development trend, and this balanced development has brought considerable stability and multiplication effects to the brand's development in Nanjing. . “The overall decline of traditional retail channels in Nanjing has been obvious. Some brands that only use traditional retail channels have been struggling in this market environment.Sales volume fell off a cliff, and many brands fell out of public view. Thanks to the brand's high recognition advantage and omni-channel operation, although traditional retail channels have also been affected to a certain extent, with a 10%-15% decline, Dongpeng's engineering strategic centralized procurement channels are very stable. " Kong Xiangjun revealed.
Hero sees the same thing. As Marco Polo Tile, which has the largest market share in Nanjing, its current channels are also omni-channel operations. According to Tang Guomin, the Nanjing agent of the brand, Marco Polo ceramic tiles have as many retail channels and engineering channels as home decoration channels and distribution channels. Although the retail channel that currently contributes the most to Marco Polo brand sales has declined by about 10% under the general environment, the difference is just from retail to engineering - based on the brand's advantages and the strength of omni-channel operations, Marco Polo's success in Share did not shrink in 2018.
Tang Guomin said: "First, the potential advantage of the brand itself puts it in a strong position in the retail market. 20 The brand has been spreading steadily throughout the year, and consumers in the Nanjing market recognize Marco Polo; secondly, Marco Polo implements omni-channel operation, which is like walking on multiple legs. If one leg is injured, there are several others. At present, retail sales are declining. With greater efforts in engineering channels, the total volume will also be stable.”
Marco Polo Tile Nanjing agent Tang Guomin accepted Exclusive interview with our research team
In addition, the reason why the brand Samit, which has bucked the trend in Nanjing in the past two years, has also shown a good development trend in the past two years , it is inseparable from the fact that the brand operator has laid out other channels early on the basis of smooth single distribution channel. Wu Huiquan, Nanjing agent of Samit Ceramics brand, also said: “Once positive feedback is formed through omni-channel operation, it will be chain feedback. A certain channel willWell, other channels will follow suit. ”
Wang Kuaikuai, Nanjing agent of Shenghua Ceramics, said that in the past, he mainly operated through a single channel and was good at distribution channels. However, with the overall decline of the channels of large-scale brand manufacturers, distribution channels have declined seriously. He then turned to multi-channel operations - this is one of the ways out that can be found at the moment.
Sublimation Ceramic Nanjing agent Wang Kuaikuai
NO.2. Avoid strong competitors and take a detour to misplace competition
As a little dark horse that has developed in the Nanjing market in recent years - Inno Ceramics has been in Nanjing in the past two years The development has been recognized by the industry.
Dai Zili, head of Inno’s Nanjing branch, said that although Inno’s brand precipitation and broad recognition are No match for Marco Polo, Nobel, etc., but Inno has its own personalized characteristics. "Its brand is very young. From products to publicity methods to store image display, it is differentiated from other brands. This difference can be accurately communicated to consumers at any time. Through this differentiated communication and cognition, Inno has bucked the trend in the past three or four years, blazed its own path and carved out its own share.”
For Wu Xiaohui, the Nanjing agent of Xinzhongyuan, the designer channel is very important for the development of Xinzhongyuan in Nanjing. As a channel, the model she adopts is "dislocation competition" and "detour" - including the designer channels she cooperates with and the group of designers she chooses, she has precise misalignment choices. "Whether it is the wave of ceramic tile brand agents born in the 60s and 70s or the designer group of this age group, they have now become the mainstream industry group in Nanjing that controls all resource channels. For our new generation of ceramic agents born in the 1985s For us, it is very important to find our own way in the industry, which is inseparable from misaligned competition. In other words, we must use different positioning and different paths to develop and give full play to our own advantages.”
NO.3. Occupancy is the future, store quantity coverage is crucial
"Wherever there is demand for ceramic tiles, there is a Marco Polo store." The tenet that Tang Guomin believed in made Marco Polo's The store has achieved 100% coverage in the entire urban building materials market in Nanjing. There are a total of 33 large and small stores in Nanjing, and Marco Polo has opened 33 stores - regardless of whether the building materials market is a large building materials market or a small building materials market, whether it is a high-end store or a high-end store.It is a low-end urban-rural juncture. "The ceramic tiles have unified storefronts, unified image display, and unified VI system. Each store is a window for brand output and an outlet for brand communication. Only with volume can there be a market."
In this regard, Wang Wei, general manager of Nanjing Guanzhu Ceramics Division of Far East Shenhua Group, and Inno Nanjing Branch are responsible People like Dai Zili also hold the same view. Wang Wei said that in the future, the Guanzhu brand will make more efforts to build more stores and cover more areas in Nanjing. "When others shrink, we must expand. The store we are about to open in Hongyang will be the brand's first store in Nanjing." The largest store, once the renovation is completed, we will be able to better operate various activities.”
Far East Wang Wei, General Manager of Nanjing Guanzhu Ceramics Division of Shenhua Group
Dai Zili also said that Yinuo will vigorously develop distribution channels in the future, seek high-quality distributors, and cover as many markets as possible—— The storefront is the best brand communication. Therefore, the quantity and quality of stores determine, in a sense, your ability to compete for the market and your future brand communication power.
NO.4. Old customers are natural communicators and the foundation for brand development
According to the store manager of Marco Polo Jinsheng Store, among the customers of his store, the transaction rate of new customers introduced by old customers is extremely high, which has shown great success when the retail industry is facing the current impact. It has a considerable stabilizing effect and sales advantage. “Last month, one of our customers introduced us to 6 businesses, and almost all his relatives and friends who were decorating around him were introduced to us. ”
Dai Zili, head of Inno Nanjing Branch, also said, "Old customers are very important. As long as the service is tracked well, any old customer can It is the communicator of your brand and your sales tentacles. If you can retain old customers every year, how much can the 12-year history of the Inno brand in the Nanjing market have? Unfortunately, we only really started a few years ago? However, in the future, this will become our next strategy.”
Yi Dai Zili, head of Nuo Nanjing Branch
NO.5. Everything is clear and it is important to know who is doing it
Some people say that the relationship between brands and agents is like a husband and wife relationship. They fall in love as soon as they fall in love with each other. You and I are vigorous; some people say that the relationship between the brand and the agent is like the relationship between mother-in-law and daughter-in-law. The daughter-in-law has a hard time running the house at the beginning. But if she finds a financially capable mother-in-law and is more considerate and tolerant, the daughter-in-law can also be very happy.Growing up; some people say that the relationship between manufacturers and agents is like the household contract system experienced by the older generation, the implementation of private ownership, and the authority of an area is directly contracted to agents. Agents are responsible for their own profits and losses, and they are responsible for the results. It has also developed rapidly and is full of money.
In this regard, Dongpeng agent Kong Xiangjun said: "Public ownership often does not work well, and privatization often leads to prosperity." Marco Polo agent Shang Tang Guomin said: "In a word: The key depends on who you do it for. Who do you think you do it for to be more energetic?"
NO.6. High-end brands and affordable prices
Facing the downward pressure on the market, many ceramic tile brands have reduced their investment, or withdrawn from high-end stores, or reduced their store space The area or tailoring team has reduced expenses, but we see that there are still brands in Nanjing that are expanding against the trend and even establishing a strong presence. For example, Nobel's newly acquired 1,600-square-meter store in Jinsheng Furniture City (hereinafter referred to as "Jinsheng") is being renovated. For example, Dongpeng Tile's newly completed artistic ceramic tile flagship store in Jinling is a model of trend. For example, many of Marco Polo's old stores have been renovated. Installation and batch launch of new products, such as the opening of a new brand in Nanjing market - Big Horn Deer super wear-resistant marble tile store in a prominent location in Jinsheng...
Whether it is Dongpeng or Marco Polo, in recent years, they have shown obvious achievements in channel sinking and brand market share grabbing. "Dimensionality reduction" strategy. In this regard, Kong Xiangjun, a dealer of Dongpeng ceramic tiles, revealed that "raise high and strike low" is his operation strategy, and the results are obvious so far.
Wang Ping, the Nanjing agent of Big Horn Deer super wear-resistant marble tiles, also said that there is currently a store in Jinsheng International Home Furnishing City in Nanjing. The most important reason for considering opening a store here is to match its brand positioning and strategy. Big Horn Deer also adopts a high-end strategy to quickly gain market share with high-end brands and affordable prices.
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"Happy families are all the same, but unhappy families are different." By analogy with the current Nanjing brand market, this sentence is also applicable. Therefore, the author boldly summarizes the common characteristics of some brand companies in Nanjing for reference by brand manufacturers who want to enter Nanjing.
The research is still going on, and there may be updates and adjustments as it goes further, so stay tuned. Welcome to leave a message to put forward different opinions and discuss and seek the essence together.
Author: Pan Chunhua
