In order to solve the problem of investment promotion for manufacturers, the "Investment Helper" of China Ceramics Network came into being. Relying on the high weight of China Ceramics Network, it gathers thousands of dealers every day to seek brand cooperation information, provides a bridge for manufacturers and dealers to communicate with each other, greatly saves intermediate costs for manufacturers, and has successfully created many cases of signing contracts and opening stores. In this article, Tao Jun will analyze and interpret the information and data of the "Investment Helper" in November. (Please click here to view October investment information data:"Attention! These brands have 28 million-level potential dealers eager to join! ｜October Investment Briefing")
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Reduced market demand in November
In November, China Ceramics Network's "Investment Helper" platform received a total of 104 pieces of franchise information, of which 98 were valid information and 6 were invalid (via platform customer service The dealer verified that it was clearly stated that it was no longer needed). Compared with the previous month, the number of franchise information has decreased.
Interpretation by Zhongtaojun:In November, the national building materials and home furnishing market entered the winter off-season, and demand decreased, the northern and southern production areas have entered the kiln shutdown period one after another, the national building materials and home furnishing prosperity index BHI (96.88) dropped by 13.66 month-on-month, and investment and franchise information decreased significantly. In the current macroeconomic downward pressure, the real estate market is expected to cool down,Affected by factors such as intensified competition in the building materials and home furnishing market, the confidence of managers across the country continued to weaken during the month, and potential dealers in various places also showed repeated intentions to join.
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Brand terminal influence is very important
Similar to October, most of the intended dealers in November are practitioners in the building materials industry; due to the decrease in the overall base of franchise information, sanitary ware and ceramic tile franchise information decreased simultaneously, to 5 and 99 respectively.
According to statistics, in the information data of brands intending to join, the keyword "first line" appears 28 times. The data of each brand are: "Jianyi marble tile" appears 11 times, and "Big Horned Deer Super Wear-resistant Marble Tile" appears The frequency of "Louvre Ceramics" is 6, the frequency of "Diamond Ceramics", "Nobel Ceramics" and "Asia Ceramics" are all 5, and the frequency of "Welsh Ceramics", "Dongpeng Ceramics" and "Lion Ceramics" appear The frequencies are all 4...
Interpretation by Zhongtaojun:In November, the brands that dealers intend to join are still the first-tier brands in the industry. Most of them are among the "top ten ceramic brands", "top ten ceramic tile brands" and "ceramic first-line brands" in the valuable brand list of China Ceramics Network. It is worth noting that while the overall franchise information decreased in November, the keyword "first line" increased 8 times more than in October. It can be seen that in the ceramic industry where "it is difficult to move forward without a brand", ceramic companies need to pay attention to the terminal influence of the brand. DaliStone tiles are still the first choice among consumers and their popularity continues unabated. In November's "Brand Popularity Battle", Jianyi marble tiles were the big winner, followed by Bighorn Deer super wear-resistant marble tiles.
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The small-asset franchise model has become popular
The investment amount acceptable to intended dealers in November is shown in the figure below. There are 39 dealers with intended investment amounts of less than 200,000 yuan (including 200,000 yuan), and intended investment amounts of 210,000 to 500,000 yuan (including 500,000 yuan). There are 49 companies with an intended investment amount of 510,000 to 1 million yuan (including 1 million yuan), only 2 companies with an intended investment amount of more than 1 million yuan, and the remaining 1 company has not specified the intended investment amount.
Interpretation by Zhong Taojun: The above data can clearly show that the psychological investment budget of intended dealers in November is medium to low. This requires ceramic companies to reasonably consider dealers' investment budgets, do a good job in franchise planning and layout, and develop small-asset franchise models. The market differentiation in the national home building materials market is intensifying, and ceramic companies need to accelerate the pace of transformation and upgrading.
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Terminal small stores may become mainstream
In terms of franchise form, 15 intended dealers want to join the brand as retail stores, 42 intend to join as exclusive stores, 8 want to join as flagship stores, and 36 want to join as regional general agents. The remaining 3 companies have not clearly statedIndicates the form of joining. The data chart is as follows:
The majority of interested dealers who already have stores still account for 40%, and most of them said they are currently dealing in ceramic tiles or other building materials categories. Most of the store areas are 100 to 200 square meters, and there are also a small number of potential dealers whose stores are around 60 square meters.
Interpretation by Zhong Taojun: Currently, one of the hot topics in the ceramic industry is smart stores. The characteristics of digitalization and intelligence determine Smart stores can be developed into small-area stores, which may solve the difficulties of small stores for terminal dealers. (About the development of smart stores in the ceramic industry, China Ceramics Network once wrote an article " If you don’t understand smart stores, how can you take advantage of the new retail trend? 》For a detailed explanation, interested readers can check it out by themselves)
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Channel sinking, seize the market
According to statistics, the geographical distribution of franchise demand in November is shown in the figure below. The provinces with demand for franchises are still concentrated in Central and East China. Hunan has the largest demand, with 12 franchises, followed by Jiangsu with 10 franchises, Shandong with 10 franchises, Hubei with 9 franchises, Henan and Hebei both with 8 franchises, Jiangxi with 7 franchises, Guizhou with 5 franchises, and the rest. There are less than 5 companies in each province.
In terms of specific regions, there are a lot of franchise information in rural areas, counties and third- and fourth-tier cities, accounting for nearly 50%.
Interpretation by Tao Jun:It can be seenThe provinces and regions with large demand for ceramic tiles have basically remained unchanged, and the demand in urban areas has begun to gradually increase. The pace of sinking channels of ceramic enterprises cannot be stopped, or even accelerated. The demand for ceramic tiles in many areas is still very large, and they need to seize the market as soon as possible.
Chen Huan, president of the Guangdong Ceramics Association, said in an interview with China Economic Weekly that some big brand companies are still growing this year, but overall, this is the most difficult year for the Guangdong ceramics industry. There are only seven days left before New Year's Day in 2020. At the same time, it means that 2019, which is considered to be the most difficult year for the Guangdong ceramics industry, is coming to an end. This year, the ceramic industry has experienced too many events, but in any case these events will eventually become history. As 2020 approaches, the ceramic industry will face new challenges. Whether ceramic companies can put aside the haze of the past, get rid of the current downturn in the market, and get back on track has yet to be determined. It is recommended that enterprises, in the current fierce competition of "the strong stay strong and the weak retreat", recognize the situation clearly, perceive the needs of market segments under the current consumption upgrade, and use products and services as the foundation to create comprehensive building materials and home furnishings. market service providers to achieve their own sustainable development. (From China Building Materials Circulation Association's "Industry Data | BHI fell in November, the overall national building materials and home furnishing market remains stable")
