Seven strategies for brand building in ceramics In recent years, the contradiction between oversupply in the building ceramics industry has become increasingly prominent, market competition has become increasingly fierce, and product sales prices have been declining. At the same time, with the massive construction of infrastructure and the development of the industry, the price of raw materials has soared. It can be said that there is no way to go. Afterwards, there are pursuers and profits are becoming increasingly meager. This indicates that the ceramics industry is about to face a new round of reshuffle. The wind is getting more and more. Purlin Roll Forming Machine,Cz Purlin Roll Forming Machine,Z Purlin Roll Forming Machine,C Purlin Roll Forming Machine Xinxiang Tianfeng Machinery Manufacture Co., Ltd. , https://www.frollforming.de
Faced with the cruel reality, many well-known enterprises in the industry began to attach importance to their own brand building, hoping to get rid of the price war of "killing one thousand, folding eight hundred" through the added value brought by their own brand promotion. A large number of monopoly stores with uniform styles appear on the market, and the spread of major brands is also increasing. But can we improve the value of the brand by relying on the improvement of the terminal image and the bombardment of advertising? Brand building, It relies on a set of combination punches.
"Seven Weapons" is the masterpiece of Mr. Gu Long, a generation of martial arts novels. The book uses longevity swords, peacocks, jasper knives, passionate rings, fists, parting hooks and overlord guns to represent smile, confidence, honesty, grudges, friends, Parting and courage. We applied these seven weapons to the brand building of the ceramics industry, in order to bring a hint of enlightenment to the ceramics enterprises. 
How to build a brand of ceramics
1, longevity sword - smile - service
The Longevity Sword represents a smile in the original book of Gu Long. No matter how sharp the sword is, it is less than a smile. It is called a smile. The sword can only destroy your enemies, but the smile can turn them into your friends.
The service also plays a role in turning the enemy into friends, making friends, and building a reputation in the sales process of building ceramic products. Due to the limited production process of building ceramics, even the same type of tiles will have some slight differences in size and color, and these differences often cause consumer dissatisfaction or complaints. At this time, a good service handles the winning weapon of the customer complaint.
Case:
X brand Shunde dealers have adhered to the business strategy of “service as the core value†for many years, and launched “free measurement, free calculation, free design, free delivery to the downstairs, unconditional exchange, free paving guidance, no damage and bricks. Eight new “Worry-Free†service projects, such as “New Home-made Giftsâ€, are dedicated to making every owner enjoy the king-like respect. With perfect service, the store has established a good brand in the minds of consumers. Excellent sales performance.
Especially in the middle of 2005, the X brand appeared a number of unstable products due to factory relocation and other reasons. When the products were sold to the whole country, there were quite a lot of quality problems, and the complaints that the factory was rushed by the dealers were overwhelmed. And Shunde stores rely on their own good service and tracking awareness to kill quality problems in the cradle. The staff responsible for the paving guidance exerts a high degree of responsibility, through pre-testing and timely exchange; and the paving master to strengthen communication, cutting the problem product, or paving the corner to successfully digest the batch of products. There was no quality complaint and it won the praise of the factory.
2, peacock ç¿Ž - confidence - operating plan
The peacock owl represents confidence in the martial arts world of Gu Long. In the current ceramics industry, manufacturers have relatively weak control over the market, and most of the operations such as market operations and communication promotion are done through dealers. Therefore, in order to increase the sales volume and market share of the building ceramics brand, the main push of the core distributors has become a key factor. In order to get the main push of the dealer, you must let the dealer have confidence in the brand. What is the “peacock 翎†that can enhance the dealer's confidence?
Program, well-planned, scientific and well-planned market operation plan.
In the face of cruel market competition, the primary consideration for dealers when choosing a brand is no longer to make money, but how to avoid business risks. Therefore, marketers can't just negotiate with the dealers with the company's sales policy as in the past, but with a complete set of market operations.
"Boss, what is the price of this product, how much space is left for you, and how much money you can make if you make my brand and make 5 million a year." Such rhetoric has not been able to impress a dealer who has been immersed in the market for many years. The current dealers focus on not how much money you can make me, but how you can help me make money; what they need most is not how many points you give me, but how much market you can help me.
"Boss, if you make this product for me, I plan to do this in the market. In the first two months, we will carry out the decoration and rectification of the store first. I have already greeted the company with the design of the store, and I will be able to come out in three days. During this spare time, the staff will be systematically trained, and the survival of the fittest will be based on the training situation and the work situation in peacetime. After adjusting the employees, let them analyze the construction and home improvement companies in the city, and select the group with good psychological quality and strong communication skills. The community promotion department and the home improvement department. During the time they touched the bottom, we both drove to the surrounding wealthy suburbs to find distributors, and tried to finalize three to four core distributors before the store opened, so that we were opening. At that time, I can make a few shops to celebrate, and I can make the momentum bigger and higher-key into the market. I plan to open the business... So after preliminary calculations, the sales volume can be 500,000 this month, and the monthly guarantee is 400,000. Around, 51 and 11 will be washed again, and the annual 5 million will not be a problem.†With such detailed market operation plan, dealers Natural confidence has increased greatly, and the acquisition of the main push is also expected. The two sides work together to make the natural market do the wind and water.
3, Jasper knife - honest - product
Gu Long’s third weapon, the Jasper Knife, represents honesty, and honesty is one of the most important qualities of a person. The basis of a company's foundation and survival is the quality of the product. Therefore, in order to enhance the brand, we must first ensure the quality of the product.
In today's serious homogenization of products, in order to support the improvement of the brand through the quality of the products, it is necessary to produce products of superior quality and high quality. Extensively cooperate with research institutes, ceramic machinery manufacturers, and foreign brands to upgrade equipment, technology and products, improve product quality and grade, and occupy the commanding heights of industry product production standards. For example, Foshan Xinzhongyuan Ceramics has cooperated with Keda Electromechanical "target=_blank> electromechanical, and the two powerful enterprises have jointly developed the technology of super-clean technology, which has improved the production standard of the whole industry for the glossiness and anti-fouling ability of polished brick products. Through the operation of the difference between the ultra-clean and polished tiles, Xinzhongyuan has also become the first-class brand in the industry.
4, passionate ring - grudges - channels
The fourth weapon is a sentimental ring. In the description of Gu Long, the passionate ring represents grievances, and the grievances will make a person strong and will lead a person to destruction. In the process of brand promotion, it is inevitable to integrate channels. How to subtly resolve the grievances between different channels and integrate different formats into a market full of reasonable fists is an important issue that Tao enterprises cannot avoid in the process of brand upgrading.
With the development of the market, the sales channels of ceramic products have gone out of the traditional building materials "target=_blank> building materials market, showing a diversified trend. Distribution, retail, supermarkets, networks, communities, home improvement, tooling, all kinds of Different formats have different performances in different regional markets. Ceramic companies rely on traditional dealers to fight the world, and how to face the strength of B&Q, how to treat the rise of Huanai? What about the old dealers? What about dealers who only sell first-class products and special products?
For the supermarket system, it is necessary to vigorously support and effectively restrict, not only to increase sales, but also to sacrifice profits, and to impact the original network; for many years, partners must promote their transformation through counseling and enter the company as soon as possible. The track; dealers who only sell first-class products and special products, should give opportunities to grow. If they can't keep up with the company's footsteps, they should be eliminated and updated in due course. After the completion of the channel update and integration, the brand promotion of the ceramics enterprise has a strong and powerful implementation system, in order to be truly implemented.
5, fist - friends - media
The story of the fist is in the book of Mr. Gu Long, about the importance of friends. The promotion of corporate brands is also inseparable from the important friend of the media.
The promotion of business philosophy, the dissemination of brand positioning and the output of core interests are inseparable from the good friend of the media. It is a shortcut to build a ceramics enterprise to enhance its brand value by establishing a well-organized communication agency, strengthening interaction with the media, cultivating good media relations, and rationally utilizing the media's communication resources.
Case:
When this year's World Cup in Germany was in full swing, Dongpeng Ceramics also made great achievements in the world's top corporate events. Some small and medium-sized enterprises in the industry, in order to catch up with the World Cup, do not hesitate to gamble on CCTV advertising, but because there is no complete broadcasting system, lack of follow-up communication power, leading to sports marketing before the game, the game only in the commercial After the game, it quickly disappeared. Dongpeng, who is rich in media experience, chose a different way from the beginning. They did not participate in CCTV's giant advertising feast, but relied on the good relationship between ordinary and professional magazines, relying on high-frequency and high-density soft-text, and created a large ceramic "Vision Cup" activity in the industry, which led to the movement. The majority of dealers fully cooperate with this large-scale promotion. Thereby achieving the purpose of detonating the terminal market and increasing the brand value at a small cost.
6, parting hook - parting - target customers
A short parting is for a long-term gathering, but to learn to be brave to give up.
The promotion of the brand by the building ceramics represents the re-deconstruction and definition of the brand. The new brand positioning, the new business philosophy, the new product structure, the new corporate core interests, and the new ones all determine that we have to re-find and define the target customers.
The purpose of Tao Enterprise's brand building is very simple. It is to rely on the power of the brand to get rid of the quagmire of price wars, to spur a bloody road in the low-level competition "Red Sea" and find its own "blue sea". Since it is decided to establish a distinctive brand personality and enhance the brand level, we should get rid of the past customer orientation from the royal family to the savage, and decisively give up most of the low end of the "big market, small profits". client. Turn around and take the initiative to find a different customer base, those high-end customers that match their own brand positioning and match their own brand image.
7, overlord guns - courage - innovation
In Gu Long's classics, the Overlord Gun represents courage, and only with extraordinary courage can the career of Overlord be achieved. In the ceramics market where product homogeneity is serious, only through continuous innovation can the brand be upgraded and rebuilt, in order to establish a distinctive brand value, and then be able to enter the “blue sea†from the “red sea†of low-level competition.
New Zhongyuan Super Clean Technology for product innovation, Europe Shennuo aggressively attacked the channel innovation of the home improvement, Marco Polo led the dealers to grow together with the business philosophy of innovation, Dongpeng detonated the ceramic "Vision Cup" for the innovation of communication and promotion methods, each An innovation brings great benefits to innovators.
Then, from what aspects should the ceramics enterprises innovate? In the face of increasingly homogenized products, the ceramic enterprises should adjust and optimize the product structure, develop new varieties of colors that meet the needs of consumers, and ensure effective coverage of the target market; Faced with a single channel structure, Tao enterprises should vigorously promote the diversification of channels, actively cooperate with emerging industries, explore new modes of channel combination, and face the increasingly aging dealer team to promote the transformation and corporatization of traditional dealers. Exploring the new model of cooperation between manufacturers; aiming at the low-profile characteristics of the building ceramics industry, selecting a reasonable and effective combination of media, exploring new brand communication modes; strengthening the service system construction for the increasingly high demands of consumers New service model innovation. Through various innovations, it reflects its brand value, enhances its brand image, and builds a personalized brand, thus occupying the commanding heights of the market.
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