Foreword:
Recently, new words that are even more popular than "new coronavirus" are "quarantine economy" and "contactless service". In the era of real economic downturn, these popular new words are in line with society. current economic development needs. Online communication, online marketing, online training, etc., have all developed into a type of "isolation economy" or "contactless service". Subsequently, through the Internet, Zhongtaojun saw that many ceramic companies and terminal channel vendors in the ceramic industry have "responded" to the model, either starting to intervene or pursue it, or using it with familiarity and effectiveness.
After all, everyone is trying to survive. Fortunately, we live in an era of advanced information, an era where the public is more sensible, and an era of warmth. Therefore, on February 2, Red Star Macalline took the lead in exempting self-operated shopping mall merchants from one month's rent and management fees. The rent exemption may exceed 600 million yuan, which also started the battle to defend the survival of the home furnishing industry; and some The actions of home furnishing brand companies - to assist terminal dealers; at the same time, some ceramic brand companies in the ceramic industry have also introduced various strategies to overcome difficulties with terminal dealers and jointly maintain the development of the ecological chain of the industry...
When reporting the facts, Zhongtaojun also needs to find and publicize various ways to overcome the difficulties in these ceramic industries. Therefore, we have planned a series of positive content to serve you.
Today’s positive content: Manufacturers working together
Initiative 1
——Reducing prices, giving profits, and bearing basic salary
Red Star Macalline statistical chart (partial screenshot)
The above are statistics (partial screenshots) after Red Star Macalline issued support policies for home furnishing companies. Perhaps it is alsoIt is a way of combining punches in the joint fight against the epidemic. The area marked in red in the diagram shows that some ceramic tile and sanitary ware companies in the ceramic industry have introduced "price reduction, profit sharing, and basic salary responsibilities" measures for terminal dealers. Some of the Frank Bathroom Cabinets will give the original dealers a certain amount of money within a certain period of time. The supplier's supply price dropped by 10%; Asia Ceramics shouldered the monthly salary of the national dealer team employees, and took 8 major measures to tide over the difficulties with the national dealer partners; Spanish CK Ceramics & Slate strong> Within a certain period of time, it will provide operating support of 10% of the supply price to dealers across the country; Emperor Bathroom will provide a 10% subsidy of 10% on the ex-factory price of a certain series of products within a certain period of time.
Promotional case of some ceramic companies supporting dealers
In addition, in the "Working together to overcome the difficulties - Advertising Agents" poster issued by Huiya Tile on February 5, the first point clearly stated that "We are committed to all parties in Hubei Province." Regional dealer outlets will provide the headquarters with the most favorable product price support for 2 months, and other regional dealer outlets outside Hubei Province will be provided with shipments within 1 month to enjoy the headquarters' most favorable product price support." Langjing Sanitary Ware strong>On February 9, a poster was also issued to "bear the monthly salary of franchisee shopping guides across the country"; Ouya Enterprise told the media on February 10 that it would "introduce ex-factory prices of some products to terminal dealers" Reduce preferential policy support by 10%."
Jian Qianmin, deputy general manager of Huiya Tiles Marketing said in an interview with Zhongtaojun: The two-month base price support cannot be calculated in millions, but the brand still mainly considers the survival of dealers after the epidemic. problem, so we will use the lowest price in history to tide over the difficult times with dealers.
At the critical moment, manufacturers start from the perspective of reducing operating costs that end dealers need most and use exemptions, reductions, or even responsibilities to the maximum extent to effectively assist dealers. Of course, regarding the support policies for the above-mentioned enterprises, some people in the industry "self-mockingly" said: Large enterprises can bear the monthly salary of end customers, but our small businesses will be in trouble if we delay further. So, it’s better to act according to your ability.The issue of survival is definitely the current issue for enterprises.core issue.
Initiative 2
——Online activities, deposit donation & doubling
According to data from China News Weekly: China currently has 200 million people working online. Zhong Taojun thought, maybe there is more than this number. "On February 10th, I realized how happy it is to move bricks in the face of the epidemic!" 》, Zhongtaojun listed a list of holiday delay notices from various companies. More companies only delayed the time to work in the office. In fact, they all adopted an online office mode.
For example, a staff member from the ICC Ceramics Marketing Department revealed: According to the original scheduled start time, work will begin online on February 3. As long as you apply to the government for the resumption of work requirements (requiring masks, employees must be seated more than 1 meter apart, etc.) and check Once you pass the customs, you can return to the company to work (I learned when the article was published - currently ICC Ceramics allows some employees to return to the office to work, but it is still synchronized online and in the office, because going to the office requires on-site government review, and everyone is not allowed to return at the same time office). A staff member of the Shenke Ceramics Marketing Department said: The marketing department has resumed work online on February 10, and other departments are still on standby and dare not act rashly. None of the dealers have resumed work yet.
Otherwise, how could there be an online marketing campaign launched?
Promotional pictures of online activities of some ceramic companies
Such as the above picture shows the online marketing methods of some ceramic brand companies, such as Guanxingwang Ceramics's "online consultation and ordering", Huiya Tile "It's time to buy bricks online without leaving home", Nobel Tiles "limited time online detonation", Mona Lisa "online design", and < strong>Wells Ceramics's "online deposit, double the deposit" and Xin Zhongyuan Ceramics's ""Pay a deposit of 100 yuan in advance to lock in the discount, and all 100 yuan will be donated to the Wuhan epidemic area" and so on. And Ouya Enterprise uses existing smart stores, Liancheng APP, and 3D home design software , helping the company headquarters build a work collaboration platform with dealers, and guiding online traffic to terminal stores...
Does the critical moment reflect the role of the marketing department of the brand company?
Initiative 3
——Empowerment and internal training
In addition, in addition to finding ways to help terminal dealers, ceramic brand companies also actively empower terminal dealers. A typical way is to let the corporate team to the terminal team use this time to re-examine their positions, further learn to improve themselves, and enrich themselves. skills.
Before the government issued a notice not to start work earlier than 24:00 on February 9, internal staff of Qianghui Enterprise asked Zhongtaojun for various information about the relevant online training third-party company (I may add: at the critical moment, the media has magical powers The vast effect is also very effective). icc Ceramics requires dealers and shopping guides to use the specialized I-sell software to view plans, products, and various learning courseware online to experience the charm of their own products without leaving home -Only with proficiency in self-awareness can we be better of doing sales.
Huiya Business School Online Course Schedule
Another worthy example is Huiya Business School of Huiya Tile, which has already listed an online course schedule from February 10th to 20th, which is released to terminal dealers every day by the regional business managers. Team learning. Good sentence: "Isolate" at home, don't cause trouble, just recharge... When the cherry blossoms are in full bloom, let's win 2020 together.
Screenshot of Oceano Ceramics’ “Oudadai Daily”
Is the online training effective? Of course, let’s take a look at the official report from Oceano Ceramics: As of February 10, Wuping Oceano has placed a total of 7 orders in the “warm epidemic, subsidy for love” activity! Success is not inevitable. Only by following the footsteps of the headquarters and learning to be good at using smart marketing tools such as Jukebao and 3D Cloud can you win the favor of success! ——I believe that reports like this from ceramic brand companies, compared to reports on donations from brand companies, can help terminal dealers build up their confidence in overcoming the difficulties of the epidemic. In addition, they also summed up the trading techniques and methods without hesitation. Of course, thekey point is that ceramic brand companies have a systematic set of online marketing or learning tools.
Write at the end:
The above examples are just some of them. There are many elites in the ceramic industry, and some people or brand companies may also be acting silently. Zhongtaojun always believes that in the face of the force majeure epidemic, companies will be more likely to see the problems that hinder development, and manufacturers will be strongly required to accelerate the pace of transformation. Such a recognition, After being tormented, if manufacturers can respond in time or survive the suffering, then after the epidemic is over, it will be the time for manufacturers to develop their ambitions.
Buddha said: There is a cause and a result, and the small cause is the big result. Perhaps, the current small measures taken by manufacturers can make each other more dependent on each other for a longer period of time. We all need a sunny spirit.
