China Ceramics Network Author: Chan Can Today, decoration, fine decoration and new retail channels have long become an inevitable trend in the home furnishing industry. Under this trend, although most ceramic companies will mention complete decoration, fine decoration and even new retail, traditional retail is still the channel that accounts for the largest proportion of their sales, especially for small and medium-sized ceramic companies.
Since traditional retail is still the most important channel for ceramic enterprises, we must continue to pay attention to the carrier of this channel - dealers. Unfortunately, contrary to this, many ceramic companies did not understand and still do not understand the real needs of dealers, or even if they do understand, they are unable to meet them.
So what do dealers really need? Let’s start with the three points that dealers complain about the most.
Disadvantage 1: The market has changed dramatically, and it is becoming more and more difficult to sell ceramic tiles. I don’t know what to do. The manufacturers cannot point out the way out and just keep selling.
Disadvantage 2: Manufacturers’ marketing is generally low-level. Whether it is product packaging or event planning and execution, they are all the same and seriously lack new ideas.
Disadvantage 3: The manufacturer’s support, especially in terms of training and activities, is too weak. Even if it sends people to provide support, There are also not many people who can really solve the problem. Most of them just scratch the surface and deal with the problems.
It should be noted that the above three major complaints are not made up by the author behind closed doors, but are told to the author by many senior terminal promotion planners, and what the author has directly heard from many dealers at the terminal. Passed.
Looking at the demand through the slots, it is clear what the dealer wants.
Talk about small things, that is:
First, manufacturers need to provide distinctive and effective product packaging, activities, training and other support to solve the marketing problem.Lower level and unoriginal questions.
Second, manufacturers need to help promote corporate operations and carry out team building to solve a series of accumulated problems such as irregular management, lack of team combat effectiveness, older age structure, and internal competition for orders.
Third, manufacturers need to guide the expansion of channels to solve the problem of knowing which channels need to be developed but not knowing how to implement them.
To meet the three main needs of dealers, ceramic companies must increase manpower, material and financial resources in support, let dealers see hope, and enhance the combat effectiveness of marketing departments and other departments that support dealers (Strengthen the team and improve the professional quality of personnel), to solve the problem of "you need to be tough to make iron"; instead of just shouting in words and saying in the investment plan to provide dealers with " "Nanny-style assistance", but in fact not even one person can be sent on a business trip to provide assistance.
Excavation and extension to a larger area are:
We hope that manufacturers will not abandon them in the new situation of channel fission, but help them develop new channels such as complete decoration, fine decoration and new retail, lead them to transform, and realize the transformation from dealers to service business transformation.
Regardless of whether the ceramics companies are focusing on small issues or exploring and extending from large areas, on the surface they are helping dealers, and in the long run they are seeking their own future. Because, except for a few strong ceramic companies that are not short of money, they can leave dealers alone to explore new channels such as complete decoration, fine decoration, and new retail. Most ceramic companies, especially small and medium-sized ceramic companies, still cannot do without dealers. Their fates are destined to be tied together.
Of course, the above mentioned are all the needs of dealers under the new situation. Their traditional demand for manufacturers still exists, and their importance continues to increase. For example:
Manufacturers need scientific management, development and cooperation concepts. These concepts do not refer to slogans and slogans written in manuals, placed in copywriting, or hung on the wall, but are mainly reflected in every word and deed of the manufacturer’s boss and staff. .
The manufacturer needs to vigorously promote the brand. Dealers’ selection of franchise partners is actually the same as consumers’ purchase of goods. Interest in well-known brands is always dozens of times higher than unfamiliar brands. Under normal circumstances, if a ceramic tile brand has never done any advertising (it does not necessarily have to be on CCTV, airplanes, high-speed rail and other high-looking media, cooperation with industry media can also count)< span>, are all unknown in the industry, and dealers dare not choose them, because this in itself shows that they are not strong, at least reluctant to invest and have problems with their marketing strategies.
Speaking of cooperation between ceramic companies and industry media, there is currently a model - China Ceramics Network's "Channel Fission Brand Upgrade - The 9th China Real Estate and Pan-Home Furnishing Industry Cross-Border Summit" is getting ready to go! At that time, authoritative economists and leaders in the home furnishing industry will come to the site to jointly examine the trend of channel fission and discuss ways to upgrade the brand.
Dealers, have your manufacturers participated in this event?
Finally, dealers, please keep your eyes open to judge whether your manufacturer is really working with you to achieve a win-win situation. The key is to see how well it meets your urgent needs, that is, how it does it. , rather than how to say it.
（Original link: https ://mp.weixin.qq.com/s/balHgr1Ph38m6E7o7XlwVQ)
