Foreword:
There is such a city in the lower reaches of the Yellow River and in the hinterland of the Central Plains. It is not only an important birthplace of Chinese civilization, but also the core of the Central Plains urban agglomeration. In 2020, the regional GDP exceeded 1.2 trillion yuan. Yes, this city is Zhengzhou, the capital of Henan Province.
Whether it is in terms of geographical location, economic level or city scale, Zhengzhou has been listed as a key city for the strategic layout of major ceramic companies; Tongli marble tiles are no exception. Since the opening of the Zhengzhou flagship store in 2015, the company has The brand has laid a solid foundation in this market and has also spread high-quality products and brand concepts to thousands of households.
Recently, Zhu Xilin, general manager of Zhengzhou Tongli Marble Ceramics, accepted an interview with China Ceramics Network. In the interview, he told us his story with Tongli marble tiles and shared his keen analysis of the market. Next, please follow Zhongtao Jun to get a closer look at Zhengzhou Tongli Marble Tile and its helmsman Zhu Xilin.
▲Zhu Xilin, General Manager of Zhengzhou Tongli Marble Tile
1
Follow the trends and move to the high-end market
Zhu Xilin is a native of Zhengzhou. He started working in the ceramic construction industry in 2000. In the blink of an eye, 21 years have passed. According to Zhu Xilin, when his business just started, he represented a popular ceramic tile brand. Later, marble tiles became popular in the market, and the market share of this category gradually increased, so the idea of transformation sprouted in his mind.
In 2015, Zhu Xilin learned that Tongli marble tiles had a very good reputation, so he decided to visit the Tongli marble tiles headquarters and factory for inspection. In words, Zhu Xilin highly recognized the design, color and quality of Tongli marble tile products. On one side is a brand with multiple advantages, and on the other side is an agent full of sincerity. The two parties quickly established a cooperative relationship on the day of the inspection.
▲Tongli Marble Tile Zhengzhou Flagship Store
Zhu Xilin knows very well that unlike operating a full range of popular brands in the past, acting as an agent for Tongli marble tiles means taking a high-end route. In order to run the brand well, Zhu Xilin has spent a lot of effort. According to him, the channels and models have changed a lot after the transformation. In the past, popular brands were mainly engaged in retail business such as community and group purchases, and their positioning was relatively low-end; after acting as an agent for Tongli marble tiles, they mainly dealt with The right customer group becomes the owners of large flats and villas.
Consumption upgrades, and the market also follows the evolutionary law of "natural selection". Although high-end channels will have higher requirements on all aspects of ceramic tile stores, brands that take the high-end route will definitely be more competitive in the future market. Looking back now, it can be said that Zhu Xilin made a key move by taking advantage of the "marble tile" trend to complete the transformation from low-end to high-end.
2
Opened two stores in two years, with team service at both ends
In Zhengzhou’s building materials business district, the Wuzhou Fine Ceramics City has the most complete range of ceramic brands. At its peak, there were more than 80 ceramic brands, and most of them were the general agents of the brands in Henan. Not only that, the store exhibition halls in Wuzhou Fine Ceramics City are very large, so it is also nicknamed "Henan's ceramic brand headquarters base". The first flagship store of Tongli Marble Tiles in Zhengzhou is located here. According to Zhu Xilin, the store covers an area of more than 1,000 square meters.
In 2016, the second year that Zhu Xilin was an agent for Tongli marble tiles, he won a 400-square-meter store in Zhengzhou Red Star Macalline. After joining a brand, he opened two stores in less than two years. Such courage is rare among ceramic tile dealers across the country. Faced with the reporter's surprise, Zhu Xilin explained that as a high-end brand, Tongli marble tiles are very important to have an image store in a high-end shopping mall. Red Star Macalline in ZhengzhouIt is well-known and influential, and owners and designers of high-end villa decorations tend to go to Red Star Macalline to select products.
In addition to good store display, Zhu Xilin believes that service is also the key. He said, "No matter how good the product is without service, it will not work. Only by improving the service concept and professionalism of the team can we make Tongli a good brand." It is understood that the Zhengzhou Tongli marble tile team has about 30 people, and within the company Two training sessions are held every month. The content of the training includes product knowledge, pre-sales, during-sales and after-sales services, store reception etiquette, etc. At present, consumers who purchase products from Zhengzhou Tongli marble tiles can enjoy a variety of free services such as delivery to the floor, room measurement and design, and paving guidance.
The service details cover all aspects, and the service quality is guaranteed. Zhengzhou Tongli Marble Tile has won a large number of loyal old customers; after the long-term accumulation and spread of brand reputation, many new customers have also come here. Regarding the secret to how to do this series of work well, Zhu Xilin said bluntly: The method only has two words, and that is persistence. This is the simplest but also the most difficult. There is only perseverance day after day and there is no other shortcut.
3
Promote brand width and cultivate channel depth
Even with a solid foundation, there is still a long way to go to win the market, so Zhu Xilin chose to lay out from multiple dimensions. In terms of brand promotion, he has his own unique insights. "Brand promotion should not rely unilaterally on the headquarters for advertising. Local areas also need to do advertising." In addition to some common advertising channels such as radio stations, buses, and communities, he also It pioneered the use of publicity methods such as inviting Feng Shui masters to endorse the brand and celebrities attending promotional events. Since joining Tongli Marble Tile in 2015, he has invested heavily in publicity and promotion every year, quickly building brand awareness in the Zhengzhou market. When high-end ceramic tile products are needed for decoration, many local consumers will immediately think of Tongli marble ceramic tiles.
With the support of brand awareness and service reputation, Tongli marble tiles' cultivation in various channels is a matter of course. On the one hand, Zhengzhou Tongli Marble Tiles has established a sticky relationship with local designer groups, and often organizes some designer activities; on the other hand, Zhengzhou Tongli Marble Tiles has established a strong relationship with local designer groups.Decoration companies have also reached close cooperation to jointly provide owners with high-quality home decoration solutions. Regarding the maintenance of designer and home decoration channels, Zhu Xilin believes that the key lies in products and services. Only by providing good products and services can a brand develop in the long run.
Unlike most dealers across the country, While others are worried about the gradually increasing proportion of finely decorated houses, Zhu Xilin sees this as an opportunity. “One characteristic of the Zhengzhou market is that there are many villas and large flats, and these houses are not finely decorated; and those high-end residential areas with house prices close to 40,000-50,000-50,000/㎡, fine decoration materials are also We will not choose ordinary ceramic tiles, which provides us with opportunities." Zhu Xilin revealed that Zhengzhou Tongli marble tiles have entered some high-end fine decoration housing projects in centralized procurement projects, and the number of bricks supplied to a single community can reach more than 20. Thousands of square meters. He believes that marble tiles not only restore natural marble 1:1, but are also more wear-resistant and easier to maintain than stone, which can effectively control the cost and cost of housing development companies; not only that, the color and quality of Tongli marble tiles are also his intervention One of the great advantages of this channel.
4
Be grateful to the brand and move forward
Zhu Xilin was very emotional when he mentioned the years of working together with the brand. “From being an agent for Tongli in 2015 to now, we have not received a single complaint about after-sales problems for the products we have sold. Such stable product quality is very important for a brand. Very rare. ”It is precisely because Tongli Marble Ceramic Tiles has insisted on product quality for ten years that it has provided stable product quality guarantee for terminal dealers and formed a good reputation for the brand in the minds of consumers. Good impression. “There are even relatives and friends who want to renovate several apartments together, and they all chose Tongli through introduction. Now we have more and more repeat customers.” At this point alone, he is full of gratitude to Tongli Marble Tile Headquarters .
Zhu Xilin told reporters that the headquarters has always provided meticulous support and care for dealers. The leaders of the headquarters, including business personnel, visit Zhengzhou so frequently that he rarely needs to come to Foshan. Every time the staff from the headquarters go on a business trip to Zhengzhou, they will learn more about the work of the Zhengzhou store and provide some guidance and help.
It is Tongli Marble Tile’s advanced service concepts and solid practices in maintenance and maintenance that allow Zhu Xilin to open up the market.
“Tongli headquarters often holds some meetings, where we dealers discuss the development direction of the company and product innovation trends. Most of the meetings are hosted by the chairman himself, which shows that this brand has great influence on dealers. Pay more attention to it." Zhu Xilin believes that Tongli Marble Tile's move to allow dealers to participate in the formulation of brand strategic policies has strengthened the dealers' confidence and determination to develop together with the brand.
As the saying goes, exchange sincerity for sincerity. Zhu Xilin firmly told reporters: Next, Zhengzhou Tongli Marble Tile will continue to work together with the headquarters to achieve a win-win situation, follow the pace of the headquarters, and forge ahead. Making Zhengzhou's stores and Zhengzhou's market better and better is the best feedback for Tongli Marble Tile's strong support along the way.
