文/猫RAN
In the past, ceramic companies relied on the ability of internal salesmen to "expand territories" when attracting investment, but now it seems that they are beginning to rely on external forces. When I visited the company at the beginning of the new year, Zhongtaojun remembered that the sales manager of a certain brand revealed: Last year, half of the new customers of our brand were referred by peers. So, if you can’t build a mass brand, is it a feasible way to open up the industry circle and create a brand that everyone in the industry knows well?
The answer is yes. This is already a powerful method that has been defaulted in the industry but has not been "exaggerated". It is probably why even if there are life-and-death fights between ceramic brands in the end market, when you come to the place where the headquarters of ceramic brands gather, you will see There was peace again—everyone was a brother-in-law and often gathered together for meals and drinks.
Before everyone has come to their senses, more investment strategies in the ceramics industry have emerged recently. For example, last week I saw Garcia Tile’s “Hot National Investment Promotion Plan”: invest 1 billion to recruit county-level city partnerships Anyone who provides the customer franchise information in the blank area will not only receive an exquisite gift from Garcia Tile, but also a reward of up to 5,000 yuan for successful investment (I believe that the third party who provides the information 100% wants to receive the 5,000 yuan bonus).
In addition, Mona Lisa Ceramics "Leading the Future, Joining Hands for Win-Win" series of investment promotion activities jointly organized by Juran Home: launched nine major investment policies to support dealers, and the intention is to continue to Shen channels have launched investment promotion plans for 22 provinces, more than 370 counties, and nearly 30 towns across the country. Coincidentally, the day before yesterday, a ceramics company reported to China Taojun: "The online investment backend (China Ceramics Online Investment Helper) clearly intended to specify that the customer wanted our brand. When our regional director contacted the customer, and through the online The general cooperation method was agreed upon, and when we were about to invite the other party to visit the headquarters to sign a contract, we were informed a few days later that we had signed a contract with Mona Lisa Tile. The reason was that the intended dealer had found Mona Lisa Tile locally. ”
Yes, the 5G era has arrived. In the current pursuit of high efficiency and speed, who will be patient enough to wait for "thousands of years"? The online investment helper project extended by China Ceramics Network’s website’s high weight can provide member units with efficient agent information. However, this is only the first step for a company to successfully attract investment. 90% of it still depends on the company’s initiative and Quick action + proven methods achieve ultimate success.
What's more, there are too many stories that don't follow the routine. Only by constantly changing can we keep up with the changing rhythm of the times. For example, Evergrande.
The example Zhongtao Jun wants to give is not Evergrande’s recent large-scale layoffs of no less than 35%, but Evergrande’s “universal marketing” combination that continues to refresh our circle of friends, allowing it to have “zero transactions” in the property market in various places in the first quarter of 2020. "Excellent results can still be achieved despite the situation. Among them, what attracts Zhongtao Jun’s most attention is the model of “invest 3,000 yuan and earn 40,000 + 1% commission” (how to calculate? See the picture below). This is the real attraction of “full name marketing”. Therefore, Evergrande has reason not to hire these 35% of laid off personnel.
Evergrande’s nationwide marketing strategy of “3,000 yuan subscription deposit”
Compared with the way of making friends through eating, drinking and having fun, it is obviously more practical to "give" money directly. It is said that consumers will engage in "retaliatory consumption" behavior after being depressed for many days due to the impact of the epidemic. However, during these many days of shutdown, many consumers have lost more or less wealth. , and now we are still in a period of extremely serious epidemic situation abroad, which has forced many export manufacturing factories to shut down. In this case, where does the consumer's money come from? On this point, Evergrande used the "3,000 yuan subscription deposit" to hit the psychology of this group of people. Is the universal investment promotion method of Garcia Tile mentioned above somewhat similar to this?
Of course, there are also companies in the ceramic industry that have taken unusual paths. When many brand channels are sinking and they are eager to attract investment, their focus is on stabilizing original dealers. For example, Hengfu ceramic tiles.
Hengfu Ceramics Marketing General Manager Yu Qingfan is concerned about other companies’ ongoing “national investment promotion” or “channel sinking investment promotion”o; did not express his position, but considered it from the perspective of his own brand: "Brands should consider this issue from the ratio of input and output. When other brands are sinking channels, can our advantages be compared with Can the new customers meet the development needs of the company? Why can't we start with the improvement of existing dealers? Improve headquarters personnel and strength? You must know that the original dealers have two objective advantages, one is their loyalty to the brand, and the other is their ability. These are the dealers who can still survive in the big waves, and they must have withstood other temptations from the outside. This is a period of self-awareness for the company, even if we only improve 50% of the original dealers. This era is not optimistic, but it is certainly not that pessimistic. ”
Yes, China Ceramics Network has also contacted many "old dealers" who have been working with the brand for 10 to 30 years during the terminal market research process in the past. Even if the market is getting worse, they still persist. Most of them are because of " After working for so many years, I have feelings for this brand and I can’t let it go.” If this is the case, what Mr. Zhong Tao has to say is: This is the best of times, with opportunities arising from crises and dark horses emerging; this is the worst of times, with rapid changes and rapid decay. Fresh gameplay comes one after another, and the winner in the end is not necessarily the new person laughing while the old person cries. What is certain is that the only way for an enterprise to survive and develop is to remain unimpetuous and unwavering in maintaining its original aspirations and not forgetting its roots.
