[Editor's note] This is the 1st issue of the 2021 "Tao Xing China" national ceramic tile and bathroom market survey [Chongqing Station]: Impressions. Due to the tight schedule and heavy tasks of this survey, we will leave some articles to be written after the event. More information, more data, more characters, more opinions, more analysis... will be written and published in articles one by one in the future, so stay tuned!
Following the article "Those who sell ceramic tiles in Chongqing: Eight Immortals crossing the sea, each showing his magical powers | Tao Xing China·Chongqing Station·Personal Perspectives (Part 1)", this article continues to present to you the China Ceramics Network's "Tao Xing China" investigation team's work on the Chongqing ceramic tile market Interviewed some dealers about their working experience and views on the brand and market.
01
A good brand is not afraid of consumer comparison!
——Zhao Jinhua, General Manager of Chongqing Dajiaolu Tile Red Star Macalline Nanping Store
Chongqing Dajiaolu Ceramics Red Star Macalline Nanping Store was opened after the COVID-19 epidemic last year. Because he was optimistic about the development of Dajiuluo ceramic tiles, when the ceramic tile market was still unclear after the COVID-19 epidemic last year, Zhao Jinhua resolutely decided to sign a contract to join Dajiuluolu. He obtained the distribution rights in Nanping District, Chongqing, and won a contract at the Red Star Macalline Nanping store. A store of more than 200 square meters.
During the interview with the "Tao Xing China" investigation team, Zhao Jinhua continuously expressed his love for the big-antlered deer. She emphasized that due to its super wear-resistant properties, Bighorn Deer is highly recognizable in the market. Its products are also quite rich in color and design, with up to 16 design layouts, which is twice as many as the 4 to 8 sides of many brands. , making the marble tiles have a stronger sense of layering and a more realistic texture. In addition, Big Horn Deer's products can achieve a 12mm full body, which is rare in the industry, and create super anti-skid performance through upgraded micro-carving technology.
Zhao Jinhua (3rd from right), General Manager of Chongqing Dajiaolu Tile Red Star Macalline Nanping Store
Currently, Nanping bighorn deer mainlyFocusing on retail channels, this year we plan to vigorously develop design channels. As we all know, the ceramic tile terminal market has become increasingly difficult in recent years, especially after the epidemic. Consumers tend to be more rational when buying bricks and like to compare products. However, under the confidence of Dajiuluo that "a good brand is not afraid of comparison," Zhao Jinhua said: The future market is full of confidence. In addition, Dajiulu has just completed the layout of the central warehouse in Chongqing, giving Zhao Jinhua even more power to expand the market. She said that Nanping Big Horn Deer will speed up the recruitment and training of talents, strengthen team building, and build an "iron army" to increase Big Horn Deer's popularity and influence in Chongqing as soon as possible so that more consumers can enjoy Big Horn Deer's good products. .
02
Liangbin Building Materials is a booming super species in the ceramic industry.
——Xie Rongzong, Chairman of Chongqing Liangbin Building Materials Co., Ltd.
In 1998, Xie Rongzong came from his hometown of Quanzhou, Fujian, to Chongqing, which had just become a municipality, to wholesale ceramic tiles. After five years of accumulation, he founded Liangbin Building Materials in 2002. Talking about the original intention of establishing Liangbin Building Materials, Xie Rongzong said that at the beginning, Liangbin Building Materials only wholesaled, and was positioned to provide supporting products for the industry. Based on the market demand at that time, it provided cost-effective supporting products for customers who already had decoration main materials. He believes that "Liangbin Building Materials is a super species that is constantly growing."
After nearly 19 years of vigorous development, Liangbin Building Materials has already become a well-known brand in the building materials industry. It has established 41 branches across the country and upgraded from its main business of wholesale of ceramic tiles to mainly wholesale and supplemented by retail. At the same time, it has achieved It operates multi-category and multi-dimensional layout of building materials and home furnishings such as ceramic tiles, bathroom ware, and electrical appliances, and has begun to get involved in the new retail field. Xie Rongzong proudly said that the corporate vision of Liangbin Building Materials is to "help people easily realize their dream of a new home."
At present, Liangbin Building Materials has formed a considerable size in the national ceramic tile market. In order to further grow bigger and stronger in the field of ceramic tiles, Liangbin Building Materials has reached a cooperation with KMY international light luxury ceramic tiles, a brand of Hongyu Group. Xie Rongzong described this cooperation as "an upgrade of Liangbin Building Materials" and "mutual promotion and mutual achievement" of Liangbin Building Materials and KMY.
Xie Rongzong, Chairman of Chongqing Liangbin Building Materials Co., Ltd. (2nd from the right)
Why choose KMY tiles? Xie Rongzong said that the genes of KMY are very similar to Liangbin Building Materials, that is, high quality but not expensive. In September last year (2020), Liangbin Building Materials officially cooperated with KMY. At that time, Liangbin Building Materials allocated more than 110 square meters of store space to KMY. In just three months after its opening, KMY's sales doubled every month. In December of the same year, Liangbin Building Materials expanded the KMY store, which had been newly installed for only 3 months, to 350 square meters, and at the same time launched a comprehensive cooperation with the brands of Hongyu Group.
03
Operating ceramic tiles cannot rely solely on the brand. On the one hand, it certainly requires the power of the brand and the support of the manufacturer, and on the other hand, it must also rely on its own efforts.
——Cheng Changfu, General Manager of Jinduo Ceramics Chongqing Office
Cheng Changfu, general manager of Jinduo Ceramics' Chongqing office, is a veteran dealer who has been acting as an agent for Jinduo Ceramics since 2002. He said frankly that because of his love and trust in Jinduo, he has never thought about changing brands in the past 19 years. Ever since he chose Jinduo, he has treated Jinduo as his own child. To him, Jinduo is like He is like a relative. Such deep feelings are touching.
It is reported that since 2006, Chongqing Jinduo’s performance has always been among the best among all Jinduo dealers. Chongqing Jinduo has always focused on retail channels and engineering channels, and currently has 6 direct stores and 32 distributors in Chongqing. In the Chongqing area, Jinduo has a lot of repeat customers due to its excellent product quality, rich colors, wide price range, covering high, middle and low-end, and high cost performance, and its market competitiveness is stronger than many leading brands. It is no exaggeration to say that Jinduo has become a well-known "national brand" in many areas of Chongqing.
In the past two years, the whole clothing industry has emerged strongly in Chongqing and has developed very rapidly. Many leading ceramic tile brands have gradually intervened in the decoration channel, and Cheng Changfu, an old building materials man with a keen sense of smell, has also discovered and embraced this trend long ago. He plans to fully focus on the assembly channel this year and build a professional assembly channel development team of at least 15 people to compete with leading brands. He said that the brand awareness of the whole-package channel is very high. Jinduo's development of full-package will bring brand awareness to a higher level in the future, which will also be a boost to retail.
Cheng Changfu (3rd from left), general manager of Jinduo Ceramics Chongqing Office
As a very successful dealer, when asked about his business experience, Cheng Changfu said with emotion: "Managing ceramic tiles cannot rely solely on the brand. On the one hand, of course, it requires the power of the brand and the support of the manufacturer. On the other hand, it also requires the strength of the brand and the support of the manufacturer. Rely on your own efforts.”
04
In the fiercely competitive ceramic tile market, it is important to refine services and deepen channels.
——Yuan Cheng, General Manager of Chongqing Qianghui Seiko Ceramics
Five years ago, Yuan Cheng went to Foshan to look for ceramic tile brands and by chance visited the Qianghui Precision Ceramic Tile Factory. Through the visit, he had a deep and good impression of Qiang Hui. Qianghui has strong production strength, and its technology research and development and product innovation are among the best in the industry... After learning about Qianghui, Yuan Cheng decided to join Qianghui and became Qianghui's Chongqing dealer.
Yuan Cheng said that in the past two years, ceramic tile retail competition has become increasingly fierce, channels have become further dispersed, store traffic has been decreasing, and ceramic tile profit margins have continued to decline. In order to enhance Qianghui's brand competitiveness in Chongqing, Yuan Cheng led the team to refine services and provide free room measurement, design, door-to-door delivery, free returns and replenishments, door-to-door guidance on paving and other services, and make return visits to customers, a one-stop service All services are provided. In the future, Yuan Cheng plans to continue to dig deeper into retail, engineering and distribution channels, strengthen employee training and team building, develop more residential communities, alliances and other retail businesses, cooperate with more large real estate companies in the engineering field, and at the same time strengthen the Chongqing regional Development of distribution channels.
Yuan Cheng (3rd from left), general manager of Chongqing Qianghui Seiko Ceramics
05
The Crown Star King has begun to show strength in the past two years, just like a sleeping lion starting to wake up. I think joining the Crown Star King is a very right choice.
——He Jiong, General Manager of Chongqing Tianchao Trading Co., Ltd.
He Jiong became a Chongqing distributor of Guanxingwang Ceramics in 2012. From the initial 80-square-meter store to the current 4 high-end directly-operated stores with a total area of more than 1,000 square meters, nearly 10 years of operationLet He Jiong and King Guanxing form a relationship as close as family.
He Jiong recalled with emotion, “When we first represented Guanxingwang, Guanxingwang only had 6 types of vitrified tiles, 8 types of porcelain tiles and 4 types of microcrystalline stones. Now Guanxing King has There are thousands of products, and the changes are really huge. As the brand strength continues to increase, Guanxingwang has entered the ranks of the first-line ceramic brands, and I feel honored that Guanxingwang has begun to make efforts in the past two years. The sleeping Lions are beginning to wake up, and I think joining the Champions League is the right choice.”
He Jiong introduced that the current main sales channels of Chongqing Guanxing King are retail and engineering channels. The engineering channel relies on products and human resources, while the retail channel relies on word-of-mouth. “What we at Chongqing Guanxing King do is repeat customers. "Many customers have used Guanxingwang's ceramic tiles for the first time when decorating their houses, and will use them again for the second and third time. The reputation is very good, and large retail customers have old customers and new ones." Among them, Chongqing Guanxingwang's retail channel. The largest proportion is still the whole channel. He Jiong said that for him, the profit of the self-contained channel is not high, but if he wants to make Chongqing Guanxingwang's business bigger and stronger, he must increase the volume through the self-contained channel.
He Jiong (3rd from left), general manager of Chongqing Tianchao Trading Co., Ltd.
06
The launch of the Jinyitao warranty card service has greatly enhanced customer stickiness, with customer return visit satisfaction reaching about 98%.
——Hu Huangwei, person in charge of Chongqing Jinyi Ceramic Tile
According to Hu Huangwei, Chongqing Jinyi Ceramic Tiles implements a multi-channel development model, with self-operated, home decoration, decoration, engineering, distribution and other channels in full bloom: it has 7 direct-operated stores in the main urban area, all distributed in Red Star Macalline, Juran High-end stores such as Zijia and Fusenmei; it has already deployed 4 distributors in Luzhou, Sichuan and other places. In 2021, it plans to further radiate the Sichuan area and open up at least 5 more distributors. In the past year, Chongqing Jinyitao has seized the opportunities brought by the changing consumption concepts of the post-80s generation, the main consumer group, timely adjusted its business direction, gradually weakened home decoration channels, continuously strengthened self-operated store sales, and achieved significant growth in performance.
Hu Huangwei revealed that in the Chongqing ceramic tile retail market, although the share of leading brands has continued to increase in recent years and the prices of imported brands have dropped, Jinyitao still has a very large competitive advantage, which is mainly reflected in two aspects: First, products excellentpotential. Jinyitao has strong R&D and innovation capabilities, its products follow a differentiated route, its product designs and colors are updated quickly, and it has many patented specialty products, such as candy glaze, wood grain tiles and other products, which are second to none in the industry; in addition, Jinyitao is the first to launch rock tiles in Chongqing. One of the leading brands of boards that can meet the diverse needs of consumers. The second is service advantage. At the beginning of this year, Jinyitao upgraded its service model, pioneered the "ten-year warranty" service in the industry, and launched a comprehensive "warranty card" to consumers.
Hu Huangwei (2nd from left), person in charge of Chongqing Jinyi Ceramic Tiles
Hu Huangwei said that as soon as the "warranty card" service was launched, it caused a strong response in the market. Many customers decisively chose Jinyitao because of this worry-free warranty service. After the launch of the "warranty card" service, Jinyitao's customer return visit satisfaction reached about 98%, further enhancing the stickiness.
07
The sense of trust between dealers and manufacturers is accumulated through repeated exchanges.
——Chongqing Yucheng Tile Dealer Yang Jianquan
Yang Jianquan is in the family ceramic tile business. In 2012, Yang Jianquan, who had been influenced by his parents since childhood, took over the baton from his parents and officially entered the ceramic industry.
Yang Jianquan’s father started to act as an agent for Yucheng Ceramics in 2002. The good foundation of cooperation established over the years has made Yang Jianquan very trustful in the manufacturer, and this trust is mutual. According to Yang Jianquan, the communication between him and the manufacturer is very transparent. Every time he makes a request or suggestion to the manufacturer, the manufacturer will respond or negotiate with him in a timely manner, and a sense of trust is accumulated in each communication. In addition, Yucheng's product quality and corporate strength also reassured him, and he never had any worries about the "logistical support" of the products. At the same time, Yucheng was also very effective in terminal assistance, including quickly stocking dealers' engineering projects and providing distribution support. Businesses develop channels to provide financial support, etc.
Chongqing Yucheng ceramic tile dealer Yang Jianquan (left2)
Years of experience in brand management tell Yang Jianquan that selling ceramic tiles must have brand endorsement and at the same time have its own channels. Only in this way can the brand quickly increase traffic and achieve profitability.
08
At the same time, we represent two mid-to-high-end ceramic tile brands, and our customers’ one-stop purchase rate can reach up to 100%.
——Zhou Zhiye, general manager of Chongqing Zhuanyijia Trading Co., Ltd.
Zhou Zhiye has been in the ceramic tile business in Chongqing for 22 years. He has a very clear self-positioning when making ceramic tiles, that is, brand management and opening of ceramic tile specialty stores. This kind of business awareness was definitely ahead of its time more than 20 years ago, and he once parted ways because of disagreement with the concept of a brand he had previously represented.
Currently, Zhou Zhiye represents two brands in Chongqing, Douglas tiles and SK tiles. Zhou Zhiye’s decision to represent these two brands was well thought out. Douglas and SK are both mid- to high-end in Chongqing, but 80% of their products are not overlapping. Douglas has a rich product line and complete specifications, taking the mass brand route, while SK takes the personalized and characteristic route. The two brands complement each other in terms of products, giving Zhou Zhiye's Zhuanyijia strong market competitiveness. According to Zhou Zhiye, the one-stop purchase rate of Zhuanyijia customers can reach up to 100% because the products are rich enough to meet customers' needs for whole-house ceramic tiles.
Zhou Zhiye, general manager of Chongqing Zhuanyijia Trading Co., Ltd.
At the end of 2019, riding on the trend of slate in the ceramic industry, Zhou Zhiye renovated and upgraded the SK Ceramics store, mainly displaying slate applications, such as kitchen islands, wardrobes, cabinets, various countertops, etc. Since the opening of the store, the sales of slate products have continued to grow and now account for half of the total sales. There are orders for slate products almost every day. Regarding slate processing, Chongqing SK has two models. One is processing with conventional specifications, which is processed directly at the headquarters and shipped to Chongqing after completion; the other is processing with unconventional specifications, which is processed at the local slate processing factory that Zhuanyijia cooperates with. .
At the end of May, the 2021 "Tao Xing China" national ceramic tile and sanitary ware market survey has come to an end for the time being. (More articles about [Chengdu Station] and [Chongqing Station] will be written and published one by one in the next time), but "Tao Xing China" "Traveling to China" investigation teamThe pace will not stop. See you at the next stop!
