Recently, Shell Research Institute released the "2022 Home Decoration Consumption Trend Survey Report". The report pointed out that the most worrying issues among consumers during decoration are concentrated on materials and product issues (48.5%); secondly, consumers also worry about poor decoration workmanship (21.2%), unplanned additions (11.3%), overdue completion (10.5%) %) and poor after-sales maintenance services (7.7%) also have varying degrees of concern.
As the main material for decoration, ceramic tiles have several main problems that bother consumers, including unsatisfactory matching of ceramic tiles, low standardization of construction, uneven quality of auxiliary materials, time-consuming and labor-intensive follow-up of construction status, and unguaranteed after-sales service. The current young people obviously lack the time and energy to continue to pay attention to the home decoration process, so they will also prefer the one-stop delivery model.
In the era of consumption upgrading and user aesthetic improvement, the delivery needs of ceramic tiles are constantly changing. Many ceramic tile brands have begun to develop in the direction of "finished product delivery" in order to remove the label of "semi-finished products" for ceramic tiles. At the same time, many people in the industry have raised questions about whether the "finished product delivery" of ceramic tiles is feasible?
In fact, if you only need to clarify the three questions of "why to do it", "who is doing it" and "how to do it", you will find that "finished product delivery" is "difficult but correct" for ceramic tile brands matter.
01 Why?
The first question is "why do it", that is, why does the ceramic tile brand need to "deliver finished products"? Zhongtaojun believes that this issue can be analyzed from three aspects: consumer demand, industry environment and brand development.
The first is consumer demand. As mentioned earlier, more and more consumers are unwilling to spend too much time and energy on decoration, and prefer the one-stop delivery model. Wang Baohua, deputy general manager of Romario Tile Sales, is very aware of this consumer mentality and said that "finished product delivery" will be a major trend in the ceramic tile industry. Wang Baohua used the "packaging" model as an example. The most fundamental reason why consumers choose a packaging company is to save worry and effort and make everything simple and convenient. This is the logic behind the progress of social production.Edit.
The second is the industry environment. As we all know, it is self-evident that the competition in the construction and ceramics industry has become fierce today, and the survival situation of many enterprises is not optimistic. If an enterprise wants to find its own ecological niche and gain a firm foothold in the torrent of industry competition, it cannot focus all its energy on product development and sales. Instead, it must explore user value around user pain points and build "finished product delivery" into a A great competitive tool. Some people in the industry jokingly said: If you want to survive, you have to be the "king of scammers" in the entire industry and "scrap" others to death, and you will succeed.
The last step is brand development. Wang Yongfu, a Chengdu dealer of Oceano Ceramics, believes that a brand with long-term development prospects must not only have strong brand strength, but also need a forward-looking market layout. At present, the proportion of finely decorated houses in our country continues to rise, and decoration companies have also intercepted the vast majority of customers who just need it. If brands want to build a development moat, they must focus on high-quality customers. Wang Yongfu firmly believes that the ability to deliver high-quality home decoration products to consumers is a key prerequisite for brands to enter the channel of designers & home decoration companies and occupy the high-end market.
02 Who is doing it?
The second question is "who is doing it", that is, which ceramic tile brands are doing "finished product delivery"? Zhongtaojun learned that leading brands such as Jianyi, Oceano, Guanzhu, Mona Lisa, and Dongpeng have laid out this track.
A few days ago, Guanzhu Huamai's "Walking in Bashu" series of new products and the fourth quarter Koi Festival launch conference were successfully held. At the meeting, Guanzhu Ceramics and Mingzhu Technology established a beautiful delivery alliance, with a total of 30 Guanzhu distributors The merchant was awarded the Guanzhu Delivery Center Certification Service. It is reported that Mingzhu Kezhu’s precision delivery system includes nine major services including measurement, design, processing, transportation, paving, acceptance, care, maintenance, and after-sales. It plans to assist Guanzhu’s 100 stores nationwide to achieve delivery by the end of this year. Landed.
In 2022, Mona Lisa will gradually promote the finished product delivery service of "Smile Paving and Exclusive Delivery" in more than 4,000 terminal stores around the world in stages, in different levels, point by point, and step by step. This service mainly focuses on large-sized ceramic large slatesBoard and whole-house ceramic tile products include 9 major service links: product matching, accurate room measurement, paving suggestions, processing and transportation, smiling paving, gap beautification, product after-sales, brick surface cleaning, and ceramic tile maintenance, making the delivery of finished products a dreamlike experience. Standard service at Na Lisa store.
In October last year, the "Exquisite Construction, Satisfactory Delivery" Dongpeng·Pengzhu paving and tiling service conference was successfully held. Huang Jiahua, dean of Dongpeng Tile Business Department’s Paving College, said that good ceramic tiles must be accompanied by good services. Dongpeng·Pengzhu Paving integrates standardization of construction technology, customization of construction auxiliary materials, specialization of construction tools, unified labeling of construction materials, and Integrating instruction manuals and videos, with a high-standard, high-efficiency, and high-quality finished product delivery system, we eliminate decoration concerns for consumers and make decoration more transparent, professional, and secure.
As early as September last year, Oceano proposed the A+ space delivery service strategy. According to the relevant person in charge, A+ Space delivery covers pre-sales, sales, and after-sales fully closed-loop services, combined with Oceano A+ close-seam ceramic tiles and self-developed 0.5mm joint-sealed technology, with the authorized A+ Space Delivery Experience Center as the platform , providing immersive material selection experience, intelligent cloud design, efficient processing and distribution services, and through managed and integrated worry-free services, allowing users to experience a high-quality, worry-free and considerate consumption experience throughout the entire process.
03 How to do it?
The third question is "how to do it", that is, how does the ceramic tile brand achieve "finished product delivery"? Whether to form an independent service team or rely on a third-party service platform is still a matter of debate in the industry.
In response to this issue, Liang Xueqing, general manager of the Ouwen Lai Brand Management Center, holds the view that "professionals do professional things." Liang Xueqing took the delivery service of rock slabs at the terminal as an example. Although the terminal store is the first window for sales and service of rock slabs, it is undoubtedly putting the cart before the horse when a dealer builds a processing center just to sell a few slabs. In the same way, in order to achieve "finished product delivery" for ceramic tiles, instead of asking dealers to train a construction team from scratch, it is better to help them integrate resources and maximize the advantages of all parties.
Currently, brands that integrate resources to achieve "finished product delivery" include Shunhui and brands under the New Pearl Group. It is understood that when Shunhui launched the "Shunhui Package Paving" service, it also reached strategic cooperation with third-party rock slab paving service providers such as Wo Neng Tools and Dewen. It has successively established cooperation with many terminal cities across the country at its Foshan headquarters. A technical empowerment exchange meeting for Shunhui bag shop and pastry craftsmen was held. The brands under the New Pearl Group rely on the professional capabilities of Pearl Technology to help distributors upgrade from selling products to selling finished products.
As a model brand in the industry for "finished product delivery", Jian Yi does this. First of all, Jane Yi has comprehensively built a finished product delivery operation team from the headquarters to terminal stores, forming a full industry management chain of production, sales, design, processing, paving, supervision, and after-sales; secondly, Jane Yi has opened up the construction back-end app and the user front-end The "Jianyi Beautiful Home" applet forms a full-link digital delivery platform to realize online visualization of each construction link; in addition, with the help of the management model of Bricklayer's own bricklayer team, Jianyi requires all bricklayers to conduct sealing joints before starting work. Paving and paving training and working with certificates further ensure the standardization of construction and paving effect.
Some people in the industry believe that the most difficult thing to do in the "finished delivery" of ceramic tiles is standardization. But the wood flooring industry, which is also the main material for decoration, has realized standardized "finished product delivery" many years ago. For example, Shengxiang has unified standards for its auxiliary materials, measurement, pretreatment, construction technology, and acceptance. No matter where the customer is, the service they receive is exactly the same; its workers’ installation fees, baseboards, edge strips, and floor mats , glue, nails, etc., we can also provide open and transparent charging standards. It can be seen that the "finished product delivery" service is achieved through systemization, and the basis of systemization is to establish unified and standardized standards.
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Behind the leading brands holding high the banner of "finished product delivery", it is not difficult to find a truth: good delivery is actually good service, and good service is to solve the pain points of consumers. When ceramic tiles change from "semi-finished products" to "finished products", the transaction will no longer be the end of an order, but the beginning of multiple services.
Wang Tinglong, general manager of Shunhui Tile and Slate Operation Center, said bluntly in an interview with Zhongtaojun: The brand fights in the end, and the fight is service. By analogy, there are perfect servicesBrands with service systems are better able to adapt to the new market environment; brands that lack service capabilities may be eliminated in the brutal competition.
