In the past two years, the building and ceramics industry has experienced changes in real estate market dynamics, environmental protection policies, industry reshuffles, and Internet+. Under the continued turmoil, many brands have fallen into a situation of slowing growth or even negative growth. However, "crisis and opportunity" coexist. Strong brands can take this as an opportunity to take the lead in innovation, break through difficulties, and "take advantage of the opportunity" to achieve growth against the trend.
It is reported that Datang Hesheng Ceramics released various operating data in the first half of 2019 work report , sales are gratifying. Despite the continued sluggish environment in the ceramic industry, the sales target set at the beginning of the year was successfully achieved, with a year-on-year growth of 15.6%. In the current era of shrinking retail sales, what tricks does Datang Hesheng Tile rely on to win the terminal and achieve sales growth? The relevant person in charge of the ceramic tile marketing department of Datang Hesheng revealed the answer to reporters.
Brand or do it“First ”, or“only”< /span>
Datang Hesheng Tile's "only" brand strategy is to focus, concentrating all resources and energy to make a breakthrough at one point , with the brand positioning of "modern Chinese culture" as the central idea; guided by the practice of "using foreign materials for Chinese use, ancient for modern use, combining Chinese and Western, and integrated innovation", closely following the current communication and consumption trends, from "emphasis on culture, emphasis on products, emphasis on market, "Customer-oriented" and other focus points are used as breakthrough points to distance ourselves from competitors and build a company that belongs to DatangThe cultural characteristics of Hesheng Ceramics create a high-end and elegant international national brand image.
The product is unique
Datang Hesheng Ceramic Tiles always adheres to the iron law of product originality design, has the most outstanding R&D team, and cooperates with "Italy ", Spain" and other international ceramic technology R&D institutions, jointly develop and forge rare functional ceramic products: NOVAGAMMA, N°39, large ceramic tiles, natural crystal stones, natural rough stones, modern matte tiles, etc., to meet the needs of different needs. consumer level needs. Datang Hesheng's ceramic tile products have advanced technology, lifelike textures, rich colors and complete specifications. Among them, products with specifications of 300X900mm, 600X1200mm, 750X1500mm, 900X1800mm and 800X800mm are loved and sought after by dealers, designers and consumers. DGL0805097, DGL1891011, DGL1571109 and many other products sold hundreds of thousands of square meters in the first half of the year; products with specifications of 300X900mm and 750X1500mm once caused a rush to buy, and they were sold like crazy.
The exhibition hall is stylish
Datang Hesheng ceramic tile brand terminal image overall style is modern Chinese style, with the design expression technique of "inheritance, integration, innovation", injecting more elements of fashion, humanities and art, giving consumers It has brought a new image of the "Shangkong" brand of Datang Hesheng Ceramic Tiles that is more fashionable, open and inclusive. At the beginning of this year, Datang Hesheng Ceramics has created a series of modern Chinese aesthetics museums across the country. Yangzhou, Fuqing, Zhenjiang, Shijiazhuang, Changsha... have sprung up all over the country.
Channels are powerful
Datang Hesheng Ceramics has always been paying attention to the development of Chinese design, with the mission of "speaking for Chinese design". Since 2013 Datang Hesheng Ceramics has been a strategic partner of the IDF International Design Forum Annual Conference for seven consecutive years, and has joined hands with Guangzhou Design Week to hold hundreds of designer tour promotion events around the world. Among them, the industry's classic design study tour promotion activities include: becoming the first Chinese ceramic tile brand to appear on the "World Interior Design Conference" in 2013; the 2014 study tour to design halls in four European countries; the 2015 Czech and Austria world cultural heritage design study tour; 2016 Steve Leung & Lin Weiming Hong Kong Studio Design Study Tour; 2017 Tan Si, Ma Ruolong Studio & Macau University Design Study Tour; 2018 Taiwan Design Aesthetics Tour (exchanges with design celebrities such as Qiu Deguang & Shao Weiyan).
Activities have achieved results
Datang Hesheng Ceramics has a strong planning and training team. In terms of event planning, we provide zero-distance assistance in all aspects such as market research, plan formulation, process management, and implementation. In the first half of the year, hundreds of terminal opening promotions, group purchases, home expos, alliances and other activities were held with close support from the headquarters. Terminal training implements the "1+N" training model, that is, the headquarters holds a "I am a sales leader" national sales elite special training camp throughout the year, and the terminal holds N point-to-point trainings with different themes as well as online live training, so as to provide comprehensive training in all aspects. Improve the sales performance of terminal dealers.
The exhibition was rewarding
This year, the Spanish high-end ceramic tile brand NOVAGAMMA, the exclusive agent of Datang Hesheng Ceramics, and the independently developed N°39 series The products made a stunning appearance at the "Two Sessions" (Foshan Ceramics Expo and Guangzhou Construction Expo). Their personalized designs, diverse textures and unique styles showed merchants the latest trendy home lifestyle in 2019. They were loved by consumers and attracted Many professional buyers and designers have inquired, and many aspiringZhishi has established a cooperative relationship with Datang Hesheng Ceramics! This year, there were 2,078,697 visitors/times at the Guangzhou Construction Expo and 198,316 professional visitors. The total number of visitors to the Datang Hesheng Ceramics booth was about 80,000 people/time, and about 3,400 customers requested promotional materials for Datang Hesheng Ceramics. The brand exposure was It can be said to be quite high; more than 30 interested customers have signed cooperation contracts with Datang Hesheng Ceramics.
Build a store with data
Datang Hesheng Porcelain is based on original products and consumer demand-oriented, using design to activate imagination. It becomes a space for intuitive experience, realizing a nationally standardized, menu-based, and replicable promotion terminal exhibition hall design. Based on precise insights into consumer needs and the characteristics of different distribution areas, Datang Hesheng Tile has launched four "modern Chinese-style" store formats to meet different needs: import pavilion, flagship store, boutique store, and community store to assist terminals . In the first half of this year, Datang Hesheng Ceramics continued to deepen and improve the construction of its dealer channel system. In the first half of the year, more than 80 new dealers were signed and hundreds of old terminal stores were renovated.
The project has cases
Datang Hesheng Ceramics has successively acquired Putuoshan Ruijing Hotel, Hohhot Baijiali Hotel, and Fuzhou Bentley Restaurant , Guangzhou Ansha Garden, Guangzhou Affordable Housing Project, Ulanqab City Museum and other engineering projects, its engineering channel business is advancing steadily.
The team is professional enough
Talent is the most valuable resource of an enterprise. It is crucial for an enterprise to establish a team with cohesiveness, high efficiency and cooperative spirit. fundamental. Datang Hesheng Ceramics, whether it is management personnel, technical personnel, sales personnel, or service personnel, in addition to having excellent professional knowledge, they all have excellent moral character. It is this professional team that ensures the implementation of the company's established plans and effectively improves the company's sales performance.
Marketing Center
1. Wolf sales: Provide customers with accurate and efficient guidance in the management and maintenance of terminal sales channels, maintenance of product price systems, and the specific implementation of sales promotion; 2. Smart leadership : Quickly and effectively solve the problems dealers encounter in brand operations at any time.
Production Center
1. Sharp eagle eye: use standardized production processes to strictly control every aspect of production, pay close attention to implementation, and improve quality Control system to create military quality; 2. Efficient execution: quickly formulate and execute production plans to ensure that product inventory meets terminal sales supply.
Product R&D Center
1. Keep pace with the times: absorb new ideas, new technologies, new processes, new materials, and science at home and abroad Innovation, research and development of characteristic innovative products; 2. Strive for excellence: Based on market feedback information, make timely improvements in product design to adapt products to market demand and increase competitiveness.
Brand Market Center
Design Department:
1. Have a "lion heart": absorb excellent domestic and foreign designs, integrate innovation, and create the most reasonable Space to get rich; 2. The lion fights the rabbit, go all out: from design to construction, provide standardized full-case solutions to ensure the most perfect effect in every link.
Marketing Department:
2. Cheetah speed: quickly customize the brand operation strategy and create a high-end and atmospheric international national brand image; 2. Act vigorously and resolutely : Professional planning and execution team, tailor-made one-to-one assistance services for customers, and accurately capture market share.
For Datang Hesheng Ceramics, sustained and stable development is the main theme in 2019. With After 15 years of solid foundation and continuous innovation and change, such results are expected.
