Under the epidemic, many ceramic tile dealers are thinking about how to survive, seeking stability first and then seeking growth. On the one hand, the economic downturn has brought about a shakeout, and on the other hand, it has created new market gaps.
Jinyi Ceramic Tile Xuzhou Jiawang Store
Opportunities always come to those who are prepared. From March to May this year, sales at Jinyitao's Xuzhou Jiawang store bucked the trend, growing 50% year-on-year, with monthly sales approaching one million. In this issue, we interviewed Mr. Mao, the person in charge of Jinyitao Xuzhou Jiawang Store, trying to find the secret to rising instead of falling.
Mr. Mao, the person in charge of Xuzhou Jiawang Store of Jinyi Ceramic Tiles
Q1
In this year's environment, how have stores bucked the trend and grown?
We started making Jinyitao last year. Although it started late, we are gaining momentum. In general, we drive sales from four aspects: First, the recommendation of the tiling master. Based on the special requirements of consumers who also need paving services when purchasing ceramic tiles, we have established a close relationship with the ceramic tile paving construction team. partnership. For example, before going to the construction site, communicate with the master on the paving site, inspect the construction site, etc. to ensure the decoration effect.
Communicate with the tiler on site< /p>
Second, cross-industry alliances lead orders. Last year, our store joined the local cross-industry alliance, and ceramic tiles are a key area of cooperation. Excellent brands in different fields can share customer resources, combine profits with customers, and collaborate to promote sales. We usually focus on operating cooperative relationships with brands in different industries, helping each other and expanding our customer base. Third, when cooperating with a decoration company, only when the boss approves the product can it get more recommendations. Recently we planned a store celebration event for a decoration company. They usuallyUsing the 800*800 specification, this time it was upgraded to our Jinyitao 1200*600 specification for free, and 23 orders were signed in two days.
Cooperate with decoration companies
The last one is traditional store B-side sales. First add customers on WeChat, and then gradually develop customer relationships. The circle of friends is a natural advertising space. From the arrival, delivery, delivery, door-to-door measurement, communication on paving, to the final completion of paving, every link has pictures and videos. Customers can see the entire service process, and they are naturally interested in us. More confident in the quality.
Full record of service process
Q2
What are the differentiated core advantages of Jinyitao's products in the local market?
What must be mentioned is the fine glazed series of Jinyitao. Consumers like its composite texture very much. It has the bright luxury of polished glazed tiles and the cultural connotation of antique tiles. It is very popular in the market.
KITO Fine Glaze New Product Cambrian 800×800mm
When matching ceramic tiles throughout the house, the set product series is also a big advantage, such as 1800*900mm and 900*900mm KITO Shuiyunjian, which can be installed in large and small spaces, making it worry-free and easy to use.
Bedroom | KITOBetween Water and Clouds 900×900mm
Restaurant | KITO Shuiyunjian 1800×900mm
The third is the corporate cultural background of Jinyitao's international brand. For example, it is exported to 108 countries and regions around the world. Last year, Jinyitao established a production base in Malaysia. These can establish brand reputation in the hearts of customers. If other big brands are Mercedes-Benz and BMW, then I think Jinyitao is Maserati. Under current mainstream consumption, the specifications of ceramic tiles have developed to extremes, with large ones being larger and small ones being smaller. Jinyitao's product series has complete specifications, with 600 and 900 specifications and 157 and 189 specifications selling better.
Q3
Nowadays, it is difficult to do store retail in prefecture-level cities. How do you do it?
Sales from January to May were mainly based on attracting new customers offline. We still have many properties here, and the market space is still sufficient. We have clients in large projects such as Oriental Royal View, Emerald Blue Bay, Goldman Sachs Tangjun, Jinshi Haoting, Jinshuiwan, Guifu, Sunac, Park, and Quancheng Huadu. During the epidemic at the beginning of the year, we closely followed the promotion rhythm of the headquarters, and at the same time relied on sales aids to attract traffic online, and achieved good results. At the same time, we conscientiously study and implement KITO's core services, achieve differentiation through services, break through marketing bottlenecks, and build market reputation.
In order to give the brand more exhibition opportunities, we invested 7 or 8 advertising spaces in the decoration city, and also invested in advertisements in the community, so that our marketing sinks into the community. Live streaming has become very popular this year. I even opened a Douyin account to help potential customers, and I updated it every day to record our service process. If people have no trust, there will be no success, and if there is no trust, the industry will not prosper. Only by treating people with integrity can consumers feel more at ease.
More than halfway through 2020, the epidemic has spread across the world, which will most likely impact ceramic tile sales. This is a crisis but also an opportunity. Mr. Mao believes that whether it is products or services, differentiation can find a way out. In the future, Mr. Mao will attract more sales talents to join Jin Yitao's family, and while expanding retail channels, he will quickly promote the development of designer channels and engineering channels to drive sales growth in all aspects.
(This article is provided by the enterprise)
