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The ceramic industry is difficult. Change careers, change jobs, play live broadcasts... May I ask where is the way?

Release time:2024-10-31click:0

Text/maoran

This is a real thing that happened to the author.

01

The day before yesterday, a brother called to invite him to a dinner party. Why? Oh, it turned out that he was "acquainted" with a certain popular ceramic tile brand. In his original words, "It's fun to ride on the tens of billions ship this time."


My brother was originally the vice president of a ceramic tile brand. In 2019, he planned to start a business and launch a fashionable ceramic tile brand through designer channels. He just resigned from his previous company and went to the beautiful ancient city for half a month. After returning to Foshan, he found his dream in half a month. The partners who came together with him took less than a month to determine the brand VI image, and the office and business license were also ready, but the exhibition hall was not selected. Every time I meet and chat with him, I feel that he is full of hope for starting a business. However, given that the author walked in the terminal almost every month between 2018 and 2019, I have a certain understanding of the market situation (distress) of the terminal. I personally think: It has not been easy to create a new ceramic tile brand in the past two years.

Therefore, the author discussed with him the issues he was worried about, but still failed to "extinguish" his enthusiastic entrepreneurial idea, and could only give blessings. In December 2019, I heard that he and his partners were still preparing for start-up capital, requiring a loan of at least 3 million yuan; in March 2020, I heard that he was working on a plan and looking for investors; and in early April 2020, he He actually told the author, "I will start working as a dealer for a certain brand next week"!


Going back to the beginning of the story, according to him, he has signed orders for several villas recently (within a week), with a unit value of about 100,000 yuan each. Next, he is thinking about how to attack the designer channel... It is a good news. Besides, he added: "Building a brand is not as exciting as having a big brand. ” The author replied: “You finally figured it out. ”


In the face of ideals, the reality is a little cruel, but if you think about it again, where is the sunshine? We must have ideals, and we must also have bread. In the current difficult market, if we want to have both ideals and bread, we may just need to change our approach and figure out the direction towards the light in the dark.

02

Of course, not everyone has the idea of ​​​​starting a business. Most practitioners just want to find a stable job in the industry and be in a stable position in the field they are good at. However, the leading real estate companies all have layoffs. How can this be taken for granted?


At the end of March, the author visited a certain brand in Foshan Huaxia Ceramics City. According to the general manager of the brand: Looking at (Huaxia Ceramics City), there should be 10,000 sales staff looking for jobs. Recently, the author also received messages from no less than three friends who were originally marketing managers, asking if they could help me keep an eye on where department managers are still being recruited? The author gives direct advice: Currently, the department manager roles required by various companies are really scarce. Should you consider changing industries? I heard that many people in the ceramic industry have gone to the door and window industry.


"Or, humiliate yourself and start from a low level?" - The author did not say this sentence.


Because, the author knows that the current situation of the industry is really not as simple as the job seekers imagined. The marketing director of a ceramic brand located at the China Ceramics Headquarters told the author: Recently, I was recruiting a graphic designer and received 120 resumes in just half a month, not only from people in the ceramic industry, but also from many who had worked in Some of the resumes from advertising companies were recommended by friends. Applicants hoped that they could be successful through referrals through connections. However, in the end, I only chose one who was born in the 1980s and worked in the e-commerce industry. It was purely a self-recommendation. Our company’s idea of ​​employing people may be different from the “avant-garde” ideas of many ceramic companies today: First, we do not accept relationship “bribes”; second, we do not want to Use established brands in the industryDesigners; thirdly, we prefer practitioners born in the 1980s. The first two reasons are to avoid old fritters, and the latter reason is to stabilize the team.


Therefore, here are the author’s suggestions for friends who are looking for jobs as mentioned above. If you can't find a suitable position in the industry, do you really want to wait until the day you are hungry to break out of the original circle or the "high-ranking" position?

At the end of March, a piece of information about "Suning Vice President 'selling underwear' in WeChat Moments" attracted the attention of many people on Weibo's hot search. Some people say that the vice president's behavior is embarrassing, but others say that it is an example worth learning from. For the development of the platform, even the vice president of Suning Group, a Fortune 500 company, can put down his dignity and face directly to do business. Yes, even underwear that sells for less than 30 yuan a pair.


The loss of face, compared to the loss of the platform, what does this mean? What's more, it's personal development. After going around, who can recognize whom? Perhaps, because you have been a dragon head before, you are more comfortable when you are at the tail of a phoenix.

03

The above-mentioned Suning Vice President incident stems from the fact that China’s retail industry has been hit hard by the epidemic, so the platform has launched an “all-staff sales” model. It is reported that Suning has also established an assessment system for this, such as: within a time limit of 3 days, the per capita minimum order is guaranteed to be 2 orders, and the total order sales must reach more than 1,000 yuan, otherwise they will be punished. The people to be assessed are the group's industry management cadres, non-business positions and All employees in sales positions.


This is not a case of cross-border enterprises. Tianhong Shopping Mall, a Sino-foreign joint venture chain retail enterprise, has already launched the phenomenon of live selling goods with 50,000 shopping guides in early March. The live broadcast camp also reaches the general manager, including 38 store managers and district managers who form the "Boss Day". "Tuan" personally went into battle and opened a total of 32 BOSS direct sales (not directly hired by BOSS). It is reported that As the first shopping mall that dares to try something new, its record of selling goods through live broadcasts by all employees is quite good.


Coincidentally, friends from Zhongtaojun recently discovered on Douyin that some companies in Huaxia Ceramics City have also launched a live broadcast model of selling goods with all salespeople. If there is no way out, you have to attack in every possible way, leaving no stone unturned. The author guesses that most of these situations happen to people engaged in sales positions. Real bricklayers need a strong heart, ability and endurance. The ceramic industry is a place where you can develop your indestructible body.

However, there are still people who are engaged in product design in the upper reaches of the ceramic industry and told the author with a look of rejection: We are impetuous and we don’t want to participate (video platforms such as Douyin) , as long as we find our own positioning, there is actually no need to do too much unnecessary publicity, because this will divert our time and energy. If you can't compete with your peers, you just need to find the right gaps to survive. The industry is so big that focusing on professional fields will have your own survival space.

///////////


The author doesn't know whether this confident statement is right or wrong, and whether trying to survive in another way or being more proactive is a manifestation of an impetuous mentality. What do you think?

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