Wen/Si Tao
As of August, the impact of the domestic COVID-19 epidemic on China's economy has gradually dissipated, and the terminal sales market of the ceramic industry has returned to normal. Since June, many ceramic companies have taken frequent actions, and have successively carried out activities such as offline small meetings, dealer training, terminal linkage activities, and online and offline investment promotion. Many ceramic companies and dealers are full of expectations for their performance in the second half of the year. They are full of energy like a lion that has been dormant for a long time. As long as the time is right, it can "kill everyone".
However, the market is unpredictable. Before taking action, in addition to identifying the right timing, you must also have an in-depth understanding of the market and conduct market analysis in order to make overall plans. Market analysis must be supported by data; China Ceramics Network's "Investment Helper" platform relies on China Ceramics Network's high weight advantage and gathers a large number of dealers' information seeking brand cooperation every day, providing strong support for market analysis.
Next, Zhongtaojun will make statistics and analyze the terminal franchise information received by "Investment Helper" from January to July.
一
Overall Data Overview
①From January to July, the "Investment Helper" of China Ceramics Network received a total of 604 franchise information, of which valid franchise information 575 pieces, 29 pieces of invalid franchise information (the intended dealer clearly stated that it is not needed during verification), the specific franchise data received is shown in the figure below.
Franchise information data received by the investment assistant from January to July
Data Description: From March to May, terminals addThe demand for franchises has surged, and the demand for franchises has declined after May. This roughly coincides with the ceramic industry's transition from peak season to off-season.
② According to statistics, from January to July, there were 209 dealers who intended to invest less than 200,000 yuan, 236 dealers who intended to invest 210,000-500,000 yuan, and 510,000-1 million dealers. There are 94 companies, 20 companies intend to invest more than 1.01 million yuan, and the remaining 45 companies depend on the situation.
Intended investment amount statistics
According to the above data, more than two-thirds of dealers intend to invest less than 500,000 yuan. In the past two years, the psychological investment budget of dealer franchise brands has shown a downward trend, and more and more dealers prefer the light-asset franchise model. In order to meet the needs of dealers, ceramic manufacturers have launched franchise forms such as small stores, smart stores, and community stores to reduce franchise fees and reduce the operating burden of dealers.
③ According to statistics, from January to July, the provinces with demand for franchises are mainly concentrated in Shandong, Anhui, and Zhejiang in East China, Hunan and Henan in Central China, Guangdong in South China, and Hebei in North China. The specific demand information is as follows Pictured:
Provincial statistics on franchise demand
Data Description: The large demand for franchises shows that the ceramic tile market in the region is still not saturated, and there is still a large gap between ceramic manufacturers and dealers. operating space.
④ According to statistics, among the franchise information received by "Investment Assistant" from January to July, 85% of the intended dealers have relevant experience, and the remaining 15% have no relevant experience.
⑤ According to statistics, from January to July, 79 intended dealers wanted to join the brand through retail stores, 187 wanted to join through brand stores, 30 wanted to join as flagship stores, and 266 wanted to join as regional The remaining 42 people have not yet decided on the form of franchise they want to adopt.
Franchise form data statistics
二
Important data analysis
①Statistical data shows that from January to July, there were a total of 28 pieces of rock slab/large slab franchise demand information. In the upper reaches of the industry, the popularity of rock slab production goes without saying. This can be seen from the fact that three rock slab lines were ignited and put into production in one day on August 13. The sales of slate at the terminal are also hot. According to "Ceramic Information", a Hebei furniture factory purchased 30,000-50,000 square meters of slate a day and said that "there is currently a huge gap." However, "Investment Assistant" received 604 franchise information within 7 months, and only 28 designated franchised rock slab/large slab brands. It can be seen that since the sales model of slate is completely different from that of traditional ceramic tiles, ceramic tile dealers are still in a wait-and-see state for slate.
②From January to July, There were 247 franchise information specifying franchises for first- and second-tier brands, among which the intended dealers had the highest favorability towards Guangdong brands.
Picture source network
③After verification by the platform customer service, 78 dealers are currently representing other brands and have the idea of changing brands. After careful analysis, dealers want to change brands mainly for three reasons: first, they are currently operating ceramic retail and wholesale and want to be brand agents; second, dealers are dissatisfied with the brands they are acting for (not well-known, not interested in distribution) (not enough business support, etc.), and want to switch to a big brand agent; third, I am currently an agent of a big brand and want to add a mid-to-low-end productCard. Of course, there are other reasons the dealer didn't say. However, analyzing these three reasons, we can conclude that ceramic manufacturers have insufficient efforts in brand terminal promotion and dealer assistance.
④From January to July, 78 dealers are currently representing other brands and want to open another franchise store of other brands. The complementary product categories of different brands can better meet the needs of end consumers. At the same time, the terminal promotion of different brands covers different levels of people. Agents for multiple brands can capture the loyal consumer groups of different brands.
⑤ Overall, the demand for bricks used in terminal projects is still there, but compared with March-April, the demand fell from May-July, and the demand for functional ceramic tiles did not reappear in May-July.
三
Some terminal requirements
① Some dealers require thatthe brand of slate to join must be a 3mm ultra-thin slate brand.
② Some dealers do not want to hold down inventory. The brands they wish to join have central warehouses nearby.
③Some dealers want a brand with low asset investment but high visibility.
④ Some dealers believe that it is best for franchise brands to have online stores on Taobao and JD.com.
We hope that the data and analysis in this article can bring certain reference value to ceramic enterprises and dealers. This is also the original intention of China Ceramics Network to create an "investment helper".
Author: Si Tao
