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Everyone says slate is good, but does anyone know what consumers think?

Release time:2024-11-18click:0

Regarding slates, the author believes in the article "Three Advices About Slates That Silence All Ceramics People...": There should be fewer Some publicity on the production side of slate should consider the balance of supply and demand and mention more about how to solve Consumer demand for slate and market demand for slate and Stone slab channel construction and other aspects of insights. This will avoid the phenomenon of barrier lakes where supply exceeds demand and blind production occurs.

Because we have found that although rock board is an excellent new material that can replace many traditional materials in terms of application fields and physical properties, its application effect is much better than that of wood, stone, glass and other materials. However, Can be substituted does not mean that it must be replaced. Whether rock slabs can replace wood and stone depends on consumers’ understanding of rock slabs. , understanding and acceptance. This kind of guidance and change in consumer demand and market response requires time and industry-wide collaboration.

So, at this stage, we should not only be immersed in the discussion of upstream supply-side production, nor should we be mired in the theoretical quagmire of "slate is a life-saving straw for the ceramic industry and a cross-border material for the home furnishing industry", but< span style="color:#2980b9">The entire industry should collaborate to consider how to quickly capture consumers’ minds and guide consumers to generate potential demand for slate, so that slate can be introduced into the market Various application spaces and application scenarios for thousands of households. Only in this way will it greatly shorten the time for consumers to recognize and accept slate, accelerate the process of slate as a kind of board entering the home furnishing field, and solve the possible supply and demand imbalance caused by the swarm of swarms in the ceramic industry. Hidden danger.

Lishi Slate

So, how to guide consumers’ demand for slate?

My answer is:Establish a network-wide slate knowledge system, quickly establish a typical slate brand, and build the core competitiveness of slate.

Let’s give an example before talking about this problem. As we all know, in the ceramic industry there is a ceramic tile category called functional ceramic tiles, which focus on health and use advanced technologies such as negative ions and far infrared rays. It has been many years since the concept of functional bricks was proposed, but it has always been in a tepid state. The reason is that two types of marketing have not been done well: knowledge marketing and Word-of-mouth marketing.

The so-called knowledge marketing is to tell users what it is; while word-of-mouth marketing is to tell users how well they are doing. The promotion of functional ceramic tiles should first solve users' knowledge problems and tell users what functional ceramic tiles are, why they can produce negative ions, far-infrared rays, etc., and why they can bring benefits to human health.

Because the negative ions and far-infrared rays of functional ceramic tiles cannot be sensed, the effects produced cannot be concrete, and there is no unified testing standard, so consumers are generally in a state of disbelief. At this time, it is no longer useful for one company or one brand to speak out. The whole industry needs to speak out together. After solving the problem of knowledge marketing, we can then do a good job in word-of-mouth marketing and use complete promotion channels, vivid cases and stories to convince consumers. , cognition and acceptance.

The reason why functional tiles are not doing well enough is that knowledge marketing and word-of-mouth marketing are not done well. Enterprises are basically talking about themselves, lacking industry-wide exploration and guidance of consumer needs, and unable to truly solve consumption problems. Therefore, it is not easy for consumers to accept the concept of functional tiles. (Sometimes, the media's words and consumers' words in interviews are far more effective than the company's own publicity and promotion.)

Huayan Pinzhi Rock Slab< /p>

Back to the topic of rock slabs, we need toestablish a network-wide rock slab knowledge system (knowledge marketing), quicklyEstablish a typical slate brand (word-of-mouth marketing) and build the core competitiveness of slate (advantages and differentiation).

First of all, we must do a good job in knowledge marketing on the entire network (search department, headline department, WeChat department, and other self-media departments) to convey to users what rock slabs are, what materials they can replace, and why they can replace them. What are the advantages of other materials compared with other materials? Let consumers have a mental understanding of the concept, advantages and application fields of slate, and arouse their inner desire for this good thing.

For example, we can say that slate can replace glass and stone for building exterior wall decoration, replace ceramic tiles for interior wall and floor decoration, replace natural stone and artificial composite stone for countertop decoration, and replace wood for overall wardrobes. , cabinet customization and other furniture decoration, replacing metal and wood as door panels, replacing quartz stone for bathroom and kitchen countertops... Of course, being able to replace does not mean that it must be replaced, and slate is anti-fouling, easy to clean, free in size, and lightweight. , thin, large, good decorative effect, fire retardant and other characteristics make consumers feel that it is a waste of money not to use such a good thing.

Picture source network

Secondly, after the knowledge marketing dissemination is in place, consumers will have a simple understanding of slate, and at the same time, it will explore and guide consumers' deep-seated desires and needs for slate. Let’s do word-of-mouth marketing as a matter of course. That is to say, everyone says that slate is good, and everyone uses slate in various scenes at home, but how to use slate? How do consumers identify and choose slate brands? Which slate brands are worth buying? Which slate furniture is better made? Consumer demand has gradually shifted from potential to interest and purchase. At this time, we need to build the reputation of the slate brands in the industry, so that brands with good reputation can quickly occupy the minds of users. At this point, the author feels that slate is a new thing, and all slate brands are on the same starting line and have equal opportunities.

Finally, build the core competitiveness of slate. Knowledge marketing and word-of-mouth marketing are just us talking about how good we are, but we have not fully extracted our advantages and combined them with consumer needs to guide consumers. According to the product's KANO model, user needs can be divided into three types: < strong>Basic needs, Expectation needs and Excitement needs.

Basic needs refer to the attributes and functions that users think a product must have, such as the decorative functions that users think the original wood and stone in home furniture must have. Expected demand means that the products and services provided are excellent, meet the expectations of users, and awaken the potential needs of users. For example, we use slate instead of wood and stone to make slate furniture and slate bathrooms, which make users’ eyes shine. It feels very worthwhile. Exciting demand is to provide some products and services that are completely beyond users' expectations to surprise them. For example, in the field of customized home furnishings, we use the high-end material properties of rock slabs and through the perfect combination of design and high-end customization, we can design Deliver products that make users scream.

Jinpeng Slate Home

Before the appearance of rock slabs, it can only be said to meet the basic needs of consumers; after the emergence of rock slabs, consumers’ expectations and excitement needs have been stimulated and satisfy. This is the advantage and core competitiveness of slate. If we can refine this core competitiveness and convey it to consumers and the market, then we will be half successful.

The above talks about how to guide consumers' demand for slate, let consumers recognize slate, occupy their minds, and gradually develop slate into a rigid need of consumers. In addition to knowledge marketing and word-of-mouth marketing, we can also work more on the application design of slates to make consumers interested in slates; cooperate more with home customization brands and high-end decoration companies to design products that make users scream. Rock slab products. In short, guiding consumer demand and awareness requires active collaborative efforts across the industry, and every company and brand cannot stay away. At the same time, I also appeal to some rock slate brands that are seeking low prices, especially those companies that have established more than 3 slate brands: fight less price wars and do more things that are beneficial to the industry. It is not advisable to fish in the swamp and leave more space for the healthy development of the entire industry. time and space.

At the end of the article, let me advertise that the China Ceramics Network is holding the Golden Rock AwardThe evaluation activities are exactly helping slate brands to do brand promotion and word-of-mouth marketing.

Stone slabs have put brands in the ceramic industry back on the same starting line. How can we be one step ahead and realize the dreams that have not been realized in the era of ceramic tiles? To build a new rock slab brand and reputation, the Golden Rock Award may be an opportunity.

Author: Zhizun

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