On the first day of arriving in Nanjing, the breeze was gentle, and there were some poplar catkins floating in the air. They were not as big as cotton wadding like those in Beijing, but more like cotton wadding. Light and tiny as snowflakes. Riding a shared bicycle through the streets of this city, along the way, the plane trees on both sides of the road, the cars giving way to pedestrians, the fruit stalls on the street, and the small three-wheelers carrying passengers revealed a strong atmosphere of fireworks; the brightly lit Fuzi The temples, the exquisite and simple Qinhuai River, the ancient city wall with nearly a thousand years of historical memory, and the solemn and serene Nanjing Massacre Memorial Hall all reflect the tranquility and peace of Nanjing. Perhaps, it is precisely because of the indelible painful memory that he has experienced that he is particularly gentle.
Tolerance and competition coexist
This beautiful city with a profound historical heritage uses its gentleness to tolerate those who live in Nanjing. Everyone.
Due to the "Nanjing Massacre" incident that is remembered by the world, there are actually not many locals in Nanjing, but more people around Nanjing. The arrival of people in cities: Fujian, Jiangdong, Suzhou, Wenzhou, etc. Everyone comes from different places to work hard in the same city for life and career. While promoting the economic development of this city, it also makes this city a success. Inclusiveness of the city.
And Nanjing's "tolerance" is not only reflected in the humanistic sentiments in the streets and alleys, Zhongtaojun is also a leader in Chinese ceramics Network "Channel Fission Market Upgrading&rdq"uo;During the visit to the Nanjing station of uo;Terminal Research, many dealers, designers or people in the decoration industry interviewed used the word "tolerance" to describe Nanjing's market. But its "inclusiveness" does not mean that it can include everything, but it is reflected in the fact that the market here does not exclude the entry of foreign brands, but it does not protect any foreign things.
During the visit, Zhongtaojun learned that in the Nanjing market, it is normal for a certain brand to disappear. Due to the low ebb of the market and the awareness of Nanjing consumers' consumption concepts, the survival and strength of their respective brands in the Nanjing market need to rely on their respective understanding of the market and consumers, continuous brand upgrades, product updates, active expansion of new channels, and careful Study management to realize it, rather than holding a conservative attitude, hesitating in the old exhibition hall, waiting and hesitating whether to renovate, or even having negative emotions towards the cold wave facing the market today and reacting passively, which may ultimately lead to retreat instead of progress. The gain outweighs the loss.
Although "bad market environment" and "increased brand concentration and intensified shuffling" are the current situation of the Nanjing market, However, the unpredictable market and consumers are the mentors who constantly push the brand to become stronger. If you find the correct response method and operate it, it will become stronger. If you cannot operate it, you can only eliminate it. It will not tolerate your existence because of your weakness. Although it is tolerant, it is also cruel. "Survival of the fittest" is the most appropriate way to describe the Nanjing market.
Being a human being is like a washing machine, swinging with stability
"After doing business, you will know how to defeat Qianzhen" - Han Yangxiong's "Five Hundreds of Fayan" , refers to the ancient imperial court’s planning and construction ofPalaces, after the city is established, thus reflect the capabilities of the court.
The same is true for brand management. Dai Zili, head of Inno's Nanjing branch, said, "The update of the brand's image in terminal retail stores and the speed of product updates represent the entire brand, which also reflects whether the group headquarters is working hard on the back end." Long-term operation requires the enterprise and terminal dealers to work together to build and maintain it, rather than the enterprise unilaterally imposing or issuing instructions that are not in line with the actual situation of the terminal. During the communication and discussion at the Nanjing station of the website's "Channel Fission Market Upgrade" terminal survey "One City, One Activity", Zhongtaojun learned that some dealers and designers blindly "expand the territory to increase stockpiling" and "high prices" of corporate headquarters Holding high-profile events" is objectionable.
Nowadays, product differentiation is not obvious and the market is shrinking and it is difficult to do business. However, some companies only focus on expanding their business. From the perspective of supercharging terminal retail stores, instead of considering it from the perspective of dealers, dealers under heavy pressure have no choice but to sell bricks for the sake of selling bricks. Store rent is expensive and human resources expenses are high. In order to increase revenue and reduce expenditure, the renovation of exhibition halls is also Hesitantly, the old showroom cannot attract customers, so there will be no good progress; the terminal stores in the market have fewer customers and need to divert traffic, so some brands will spend a lot of money to hold an event in large shopping malls, but the effect is not good. It will be significantly improved, but the store traffic is still pitiful, and a lot of money, time and energy have been spent.
At the meeting, Ma Lu, founder of the Yunshang Designer Club, talked about "Everyone's The focus should be on the product itself, put more energy on the culture and value of the product, and then preferentially cooperate with designers to develop channel partners, rather than spending a lot of energy on an event. We advocate that through promotion The value of the product is used to enhance the brand value. ” For brand management, mass production of undifferentiated products is required for profit.Neither designers nor dealers actually agree with holding events blindly to attract traffic.
Enterprises and terminal dealers work together to make good products, enhance brand value, build a brand recognized by consumers, and develop multiple channels to drive sales benefits , Only in this way can we survive longer in Nanjing, a city that is tolerant but also fiercely competitive.
Research Notes
The above are the points that Zhong Taojun remembered deeply during the research and interview process. Although they are not professional, they are Can be discussed. During the nearly ten days of research, a total of 35 industry professionals were interviewed. During the busiest period, as many as seven brands were visited in one day. Going out early and returning late was the norm during these ten days. But amidst the full schedule of work, Zhongtao Jun still found time to experience the gentleness of this city. Nanjing is actually a very livable city. Although the overall development is not as good as that of the first-tier cities in Beijing, Shanghai and Guangzhou, it can be seen that Nanjing is People who live have a high sense of happiness.
A classmate who works in Nanjing told me: "Stay a few more days, you will like this city." Well, I'll see you again if I have the chance. .
China Ceramics Network Final version of terminal survey Nanjing Station video
