China Ceramics Network News (Reporter: Hong Xiaochun) Wuxi is a very magical city.
Why do you say that? Because to some extent, it is a "small city with a big economy".
(Picture and text source: Internet)
Wuxi “Big Economy”
According to statistics, in 2018, the public budget revenue of 15 cities exceeded 100 billion yuan. Among the top ten, only Suzhou and Wuxi are ordinary prefecture-level cities. Foshan, which has the third largest economic aggregate among ordinary prefecture-level cities, has a public budget revenue of only 70 billion yuan. In addition, Wuxi The city’s per capita GDP reached 170,000 yuan in 2018, ranking fifth in the country. Among these five cities, Karamay, Dongfang andAmong the three resource-based cities of Yingying and Ordos that rely on oil and coal, Wuxi’s per capita GDP is second only to Shenzhen, a first-tier city.
Wuxi "Small City"
First, the "famous" is not as good as that of Xiamen Changsha; second, the city's The permanent population is 6.5001 million, which is far less than 10 million. Thirdly, the geographical area is only 4,600 square kilometers, and it is not a city geographically bordering Shanghai.
In fact, when our perspective changes to the perspective of the Su-Wuxi-Changzhou Economic Circle, you will find that this is southern Jiangsu In the geographical center of southern Jiangsu, where there are many powerful enemies, Xihu Road in Wuxi City has become the concentration area of the largest building materials market.
▲Wuxi Huaxia Home Port Building Materials Museum
Today is the fourth day since our research team came to Wuxi. It has already We conducted one-on-one interviews with dealers of 20 ceramic tile brands. On the issue of how to sell good bricks in Wuxi, a city worth hundreds of billions, the opinions of 6 ceramic tile dealers may be of benefit to you.
1. Stick to the Xihu Road and concentrate on building a good brand
▲Xu Zhinen, Wuxi dealer of Guanzhu Ceramics
Xu Zhinen, a Wuxi dealer of Guanzhu Ceramics, only started to represent Guanzhu last year. In the past, she owned several brands in the Zhongchu Market that was about to be demolished. Now she has taken over a store of more than 1,000 square meters on the Xihu Roadside to specialize in Guanzhu Ceramics. Regarding the future development direction, she said: "Continuing to stay on the Xihu Road and acting as an agent for a powerful brand is the only way forward."
Regarding some future plans, she revealed that the opening of the new store will be the first store in Wuxi to fully present the product applications and A whole-house customized showroom. Domestic slate products themselves have certain price advantages over imported slates. In addition, they have relatively advanced processing technology. I believe that there will be a "rock slate trend" in the Wuxi market in the near future. .
▲Juncheng Ceramics Wuxi Distributor You Fangzhuan
Three Brothers Building Materials, also located in Zhongchu Market, is famous for its wholesale channels in Wuxi ceramic tile industry, and operates more and more miscellaneous brands. When the author asked about the plans after the demolition of the China Storage Market, You Fangzhuan said that he would Continue to stick to the Xihu Road and concentrate on making the Juncheng brand that we currently represent good.
You Fangzhuan told us that the manufacturer also attaches great importance to his transformation , indicating that more assistance will be provided. It is understood that his first step is to build a good team and use his own connections and resources to Cultivate channels well, provide good services, and use "star" marketing to enhance the brand's tone. The above are all sources of confidence for his successful transformation.
2. If you want to generate income, you must continue to change and integrate
Marco Polo tiles have been the number one selling brand in the Wuxi market for eight consecutive years. At its peak, sales can reach 130 million a year. When it comes to how to build a good brand, Peng Yinian, general manager of Marco Polo Tile Wuxi, told the author: "The best way to respond to market changes is to be yourself."
This sentence reminds the author of what Li Dan said in the "Tucao Conference": "When successful people talk about the secret to success, they will say that just be yourself. Yes, you succeed by being yourself, and I am myself. I can only sit still."
▲Peng Yinian, General Manager of Marco Polo Tiles Wuxi
Of course, this article still has to present some useful information to readers, so in the conversation with Peng Yinian, the author Discovered how Marco Polo made the three words "be yourself" so successful.
1. Play with circle marketing
In Wuxi, almost every brand has its own independent way of organizing events Operation ability, so promotional activities are very intensive. In recent years, consumers have become more and more rational and are not interested in such activities. Marco Polo Tiles is committed to innovation and uses cross-border forms such as concerts, fashion shows, charity foundations, parent-child playing sessions, etc. to lock in potential customers in various circles;
2. Match service details
Peng Yinian mentioned a sentence: "A brand based on consumers, Only then can we have a future.” Comprehensive services such as material selection consultants, door-to-door measurement, free design, free replenishment, guidance on paving, gifts of auxiliary materials, and home inspection butlers for owners can only be called this in Marco Polo. In addition to basic services, they also have a lot of additional services, such as free cleaning of glasses, private car transfers, borrowing umbrellas, coffee, fruits, breakfast, etc. Customers visiting the store are like going to another Haidilao.
▲Mei Manman, Brand Manager of Dongpeng Ceramics Wuxi
Another local representative brand is of course Dongpeng Tile. Pengyue International in Zhangjiagang has 4 Dongpeng Ceramics directly-operated stores in the Wuxi market, and has developed about 18 distributors. Regarding how to build a good brand, Dongpeng Ceramics Wuxi brand manager Mei Manman told us: "It all depends on human effort."
1. From the single-piece sales method to the package form, the customer only needs to provide the house area, and it can be sold within 5 Provide customers with quotations within seconds, with a fixed price and only one order signed, all-inclusive of customer home decorationThe usage and loss of repaired tiles makes it more convenient and more secure for customers.
2. The original single-storey direct-operated store on the Xihu roadside will be cancelled, and will be settled in the form of an experience store of 1,000 square meters. The newly opened Juran Home (formerly known as Pincheng) provides consumers with a greater sense of experience.
3. In terms of team operations, they have established a store management transaction system to break down sales tasks and continue to learn and improve, so that The strength of the team becomes its own competitive advantage.
3. Segment the market and deepen channel development, no matter how complicated it is, we must fight
In Wuxi, designers play an important role in the hearts of consumers. Among the ceramic tile brands, Owen Lai Plain Modern Tile is a brand with designer genes. When the author interviewed Zhu Weishi, Wuxi brand manager of Owen Lai Ceramics, he found that cultivating designer channels is not easy.
▲Owen Lai CeramicsZhu Weishi, Brand Manager of Wuxi City
1. Understand the designer’s preferences< /strong>
To maintain a good relationship with designers, you must first understand the designers’ preferences. Only by interacting with designers on this basis can you get the desired results.
2. Provide value to designers< /strong>
Designers also need to obtain concepts from brands, so new products in the store must meet the learning needs of designers in order to provide value to designers with connotations.
3. Don’t cause trouble to designers
You cannot regard yourself as a material supplier, but you must position yourself as a service business. only directOnly by contacting consumers and providing refined services can designers trust and choose your brand without any worries.
▲Li Senlin, Wuxi dealer of Eagle Brand Ceramics
Hongyang Home Furnishing in Wuxi has encountered many problems since its opening in 2015. The subway was built to enclose the road, and there was not much traffic. However, Li Senlin, the Wuxi dealer of Eagle Brand Ceramics, persisted in the store for 4 years, and even opened a total of 4 stores in Hongyang Home Furnishing, large and small. The author got the answer from Li Senlin out of curiosity: "The team has the ability to segment the market and develop channels deeply, which is far more important than the customer flow of the store."
In the initial stage of Li Senlin's shift from focusing on engineering channels to retail channels, about 60% of sales came from various activities. The platform's traffic has slowly been upgraded from the initial version 1.0 to version 2.0, and more and more platform activities have been established. For example, it has teamed up with the Wuxi Interior Designers Association to organize interest-based public welfare activities for target communities, such as flower arrangement classes, Pottery classes and more. In addition to platforms, communities, cross-industry alliances and other channels, Li Senlin has also established mutual cooperative relationships with home decoration companies to attract mutual attention and develop together.
▲Under the billboard of the ceramic tile brand "Look at the world, right in front of you" in Zhongchu Market , it is the horizontal direction of the market demolition notice.Frame
The above is the sharing about the Wuxi market brought to you by this research team, and there will be more exciting things to come. content, please continue to follow us!
