Wen/Si Tao
As they have shaken off the impact of the COVID-19 epidemic, ceramic brands have been making frequent moves in terminals recently, with training, store openings, and joint marketing activities in full swing. What’s the highlight of these moves? The author found that there are at least three points worthy of learning and reference.
一
Terminal assistance to make quick profits
Terminal assistance must be what dealers focus on when inspecting franchise brands, because it is related to whether they will "make more money every day" or "make more money every day" after opening a store. Good supporting policies and measures are a powerful tool for brands to attract investment. Brands will definitely pay special attention to assisting dealers during the investment process. However, in terms of terminal assistance, there is always a gap between ceramic manufacturers and dealers: manufacturers provide great assistance, but it has little effect on improving the performance of terminal stores. The reason for this situation is simply that the manufacturers' support policies and measures are out of touch with reality, fail to keep up with market changes, or fail to introduce new products. The end market is unpredictable, and manufacturers’ assistance should keep up with market changes and continuously improve.
The 90-day rapid profit system is a terminal assistance project built by Huapeng Ceramics with a special investment of 150 million yuan in 2020. It aims to realize the rapid development of terminal stores by tracking and guiding its new franchised dealers in the entire process from store construction to opening and operation. Profit purpose. The first is to quickly build a store. The headquarters design team quickly jumps in and takes over design + construction guidance + soft furnishing matching. From store location selection to product plan formulation, exhibition hall design and construction, professional guidance is provided throughout the process; secondly, operational assistance, based on the Based on customer channel resources and local market conditions, we implement customized operation assistance for each store, conduct face-to-face limited-time special training for store employees, and conduct high-intensity closed teaching to ensure the training effect; finally, to make quick profits, the headquarters customizes the opening marketing activity plan , comprehensively track and guide the execution of the dealer team. In the formulation and implementation of the 90-day rapid profit system, Huapeng Ceramics perfectly interpreted the three principles of "fast, accurate and ruthless".
The success of this systemIn two aspects.
The first is to provide a customized operation model that adapts to local conditions. It’s not that many manufacturers don’t provide operating strategies for dealers, but they always stick to the same old routine. Even if there are changes, they just “change the soup without changing the medicine.” No trace. The market is "living" and different strategies should be used to deal with different markets. Before formulating an operation plan for dealers, manufacturers must understand the local market conditions and tailor the plan to suit each location or even one store. Only such operational assistance can be effective.
The second is to provide face-to-face practical training to activate the vitality and cohesion of the team. Usually, a new store will have a new team. The new team is unfamiliar with the brand and must receive training before the store can officially operate. The manufacturer's training personnel should develop training courses based on the basic situation of the dealer team, and provide centralized face-to-face teaching to a single team to strengthen the interaction between team members and activate the team's vitality and cohesion. After the training, the trainers must inspect the dealer team to test the training effect and ensure that the entire team is fully familiar with the brand profile, product information, store sales processes and techniques, channel development methods, etc.
二
Service activates customer order ability
In 2020, Marco Polo Tile will designate August as "Marco Polo Tile Service Month" for the first time. "Sold is not the end, service has just begun." Adhering to the original intention of serving consumers, Marco Polo Ceramics has carefully planned a series of service activities at the terminal to give back the trust and support of new and old customers in Marco Polo Ceramics, and use practical actions to explain what it means. It is "sincere service 365".
This event was led by the Marco Polo Ceramics headquarters and participated by local dealers. Through return visits to new and old customers, we understood customer needs, addressed customer concerns, and met customer needs. For example, Nanyang Marco Polo Tile organizes an after-sales service team to come to do tile cleaning and maintenance work for old customers; Jinan Marco Polo Tile organizes a "Farewell to Lazy Plan" fitness activity to provide old customers with professional physical testing and fitness guidance; Quanzhou Marco Polo Tile continues to maintain good interactions with customers , held the "Revisiting the Maritime Silk Road""Road" activity; Wuxi Marco Polo Ceramics held the 2020 "Midsummer Carnival Concert". According to statistics, Marco Polo Ceramics dealers in nearly 50 cities conducted return visits to old customers in August, with a cumulative return visit to more than 2,000 old customers.
At the same time, in order to further improve the service quality of terminal stores, Marco Polo Ceramics Headquarters and its group's Weimei Business School held a special online training on "Building a Home for Love and Gratitude Service Month" and invited representatives of outstanding distribution service providers to How to establish a service mechanism, improve the service system, create service activity IP and other content to share online to help dealers across the country improve their service levels.
Taking customer service as the starting point, linking terminal stores to empower the brand, activate the ability of new and old customers to bring orders, and at the same time improve the service level of terminal stores, Marco Polo Tiles’ large-scale customer feedback activity can be described as “killing three birds with one stone”. Why are Marco Polo tiles successful? Among the endless but similar live broadcast promotions and linkage activities in the ceramic industry, the Marco Polo Ceramics "Building a Home for Love and Gratitude Service Month" activity is unique in that it truly captures the pain point of consumers - service. For consumers, ceramic tiles are semi-finished products, and after-sales service is crucial. If the after-sales service of the terminal store is done well, it means one order will lead to multiple orders; if it is not done well, it will be a "one-shot deal". Therefore, what terminal stores need to do is to improve service levels, maintain good interaction with customers, and continue to activate customers' ability to take orders.
三
Terminal store model creates new heights
In 2018 or even earlier, some ceramic brands launched smart store models, but few brands have truly continued innovative research and development and implemented them stably. Oceano Ceramics’ smart store model can be said to be one of the few successful cases.
Oceanno smart store has three major operating tools: Jukebao, interactive large screen and 3D cloud design: Jukebao is a helper for community promotion, with the purpose of attracting customers online; after customers come to the door, they use the interactive large screen Introduce products and solutions in detail; after customers have purchase intention,Use 3D cloud design to quickly produce renderings, serve customers accurately, and improve order efficiency.
Manufacturer terminal assistance is often training and marketing activities. With the help of the three major operating tools of smart stores, Oceano Ceramics has achieved assistance effects ranging from traffic diversion to quick transactions, greatly reducing the assistance pressure from the headquarters. At present, increasing customer flow through traffic diversion is an urgent problem that terminal stores need to solve. In the new consumption era, the terminal store model needs to keep pace with the times, and it is a good idea to use operational tools. Oceanno smart stores launched Jukebao to help dealers conduct community promotion and effectively reduce offline promotion costs. This is the most effective tool to improve store performance.
The above are the highlights that the author discovered from the recent terminal actions of ceramic brands. What other ceramic brands’ terminal actions are worth learning and learning from? Or if you are a ceramic tile dealer, what kind of assistance do you need from the manufacturer? Everyone is welcome to add or discuss in the message area!
Author: Si Tao
