Competition in multiple subcategories in the building materials market has fallen into a red sea, but this has not stopped leading companies and cutting-edge forces from innovating and exploring.
Since 2021, White Rabbit Ceramics has emerged as a new player and has gained widespread attention from the market. The online live broadcast investment conference held a few days ago was very popular, and the final report of "successfully holding hands with 169 cities" was even more eye-catching. After the news became public, it became a hot topic among home furnishing dealers.
In the architectural ceramics industry, where there are many experts and the market concentration is constantly increasing, the ability to achieve such a result not only shows the strength of White Rabbit itself, but more importantly, there may be deeper reasons behind it. .
A live broadcast investment promotion locked 169 cities
Things will start on October 14th, at the White Rabbit Ceramics Foshan exhibition hall, the first online show The live broadcast investment promotion meeting was launched, and the subsequent 110-minute live broadcast attracted a total of 6,372 people to watch, and successfully joined hands with 169 cities. In the current situation of architectural ceramics, this battle report is beautiful.
In order to attract investment for this live broadcast, White Rabbit Tile has made full preparations. A typical manifestation is that the preparation time is relatively long. Investment promotion was launched on August 30, a global online and offline investment promotion kick-off meeting and swearing-in meeting were held, a package of channel policies was released, and two types of partners were clearly recruited: regional general distributors and regional engineering special dealers.
At the same time, White Rabbit Ceramics invited a team of professional lecturers to help train sales elites and enhance professional skills and core competitiveness. Information from public channels shows that the entire White Rabbit team has shown high morale. South China, the channel department, and central China signed military orders and wrote down clear tasks.
This means that more than a month ago, White Rabbit Ceramics's marketing team has made full preparations for the live broadcast investment promotion operation, and thus won a confident victory.
In fact, the success of the live broadcast investment promotion event is no accident. Since this year, with its influence in the field of exterior wall tiles and mosaics, White Rabbit has attracted widespread attention from dealers after entering into wall and floor tiles. It went to Foshan Marketing Center and Hunan Production There is an endless stream of customers visiting the base.
For the live broadcast event on October 14, White Rabbit Ceramics’s core management attached great importance to it. General Manager Wang Wei appeared in the live broadcast room and visited the White Rabbit Exhibition Hall. From the first floor to the third floor, from large-sized ceramic tiles to small-sized mosaics, he gave a wonderful introduction to the space design, product design, space application cases, etc. of the White Rabbit Showroom to help Merchants have a full understanding of White Rabbit's product and design capabilities.
In addition, a core executive came forward. Executive Deputy General Manager Cao Jun announced the core policies for joining White Rabbit in the live broadcast room, as well as dealer assistance and training, investment return cycle, etc., especially the support measures. This further enhances the confidence of dealers.
Specifically speaking, the cooperation policy provided by White Rabbit this time involves: the 1,000 yuan live streaming deposit will be expanded 10 times, and a 10,000 yuan payment will be given as a gift; 100 yuan tickets, including food and accommodation throughout the inspection project; if the deposit is 10,000 yuan, a free Advertising support of 10,000 yuan; free samples; 50% off bricks for decoration, up to free; high decoration subsidies, up to 1,500 yuan per square meter; 3 free training quotas, headquarters training, free food and accommodation, etc.
In addition, dealer assistance measures such as free store design, free opening event planning, and free channel expansion training are generally very down-to-earth, and to a certain extent help entrepreneurs solve the problem of starting their business.
How to become a market hot spot?
In recent years, competition in the architectural ceramics market has been unprecedentedly fierce, with obvious homogeneity and narrowed space for innovation. This phenomenon has affected the performance of channels. It has become difficult for many dealers to do business, and it is difficult to acquire customers and make profits. All increased significantly.
Looking for more distinctive projects that can enhance differentiated competitiveness has become a breakout choice for some dealers. The business model established by White Rabbit Ceramics has given the market new expectations. The report card targeting 169 cities also represents market recognition.
When we took a closer look at this hidden champion, we discoveredThere are many highlights, such as the experienced faucet background of exterior wall tiles; the full-category layout of "exterior wall tiles + wall and floor tiles + Marseille"; brand building for younger groups; product system in line with home aesthetic preferences; quite sincere channel support policies, etc. These are key factors in attracting dealers.
Looking at it alone, you may think it is just a micro-innovation of the company, but if you look at it from a higher perspective, you will find that this business model has certain differentiated characteristics and a large market space. Coupled with White Rabbit Ceramics's own strength, it has the ability to quickly realize the maturity of the new model.
It is understood that in the wall and floor tile industry, White Rabbit is a cutting-edge force, but behind its rapid entry into the public eye is more than 20 years of deep cultivation and accumulation in the two major categories of exterior wall tiles and mosaics. The history of White Rabbit Ceramics can be traced back to 1999. It started with exterior wall tiles and mosaics, and has become the same as most well-known houses in China. The company has established long-term strategic cooperative relationships and accumulated rich experience in the engineering sector.
After entering the wall and floor tile industry, White Rabbit’s strategy is to strive to build a youthful brand to meet the preferences of 400 million target customers, and to take a youthful design route in image, products, marketing and other aspects. This is in the current competition. appears different.
It is worth noting that if you want to make a difference in the architectural ceramics industry, production capacity is the key to making good products. White Rabbit Ceramics has sufficient confidence in this regard. First, it has deployed five intensive green smart manufacturing bases across the country, with an annual output of up to 200 million square meters. Second, it has very strong research and development capabilities, with a total of more than 28,000 models developed. products and obtained more than 200 patented technologies, thus laying a solid foundation for promoting the wall and floor tile business.
Reflected in the specific measures to promote business, Baiwu Ceramics spent a lot of thought starting from the headquarters exhibition hall and built an image exhibition hall of about 7,000 square meters at the China Ceramics headquarters base, fully integrating mosaics and wall and floor tiles to achieve Systematic space planning.
In this exhibition hall, whether it is the material selection area, model room, or the design of functional areas such as the reception and negotiation area, designer salon area, etc., they can well meet the spatial display of the B-end and C-end, with a visual and immersive In order to enhance the customer's sense of involvement, and thereby improve the effective conversion of all types of customers, this one-stop all-ceramic, scene-based showroom model will eventually be reflected on the terminal, helping dealers create benchmark stores.Improve the ability to acquire and retain customers.
It is worth noting that, different from the traditional image of ceramic brands, White Rabbit Ceramics has opened up a new brand The road starts from customer group positioning, brand image building, product strategy, marketing methods and other aspects, and the systematic layout is youthful, becoming a lifestyle brand that is unique and stands on the trend.
Focusing on this strategic fulcrum, White Rabbit's approach is quite systematic, including: focusing on serving the "new generation of main consumer groups"; the brand image highlights design elements such as cool personality, international fashion, sunshine and affinity, and specially launches exclusive products for the brand The cartoon character "Energy Bunny". In addition, the one-stop solution of "wall and floor tiles + mosaics + exterior wall tiles", the creation of trendy products such as rock slabs and marble tiles, and space solutions that conform to trendy aesthetics are enough to satisfy the new generation of customers' needs for home environments. It is hoped that these practices are driving White Rabbit to quickly run on the youth track.
DaCai Research believes that compared with traditional ceramic brands, the value of the rejuvenation strategy is that, first, it can better meet the needs of trends. After all, the post-80s and post-90s generations have become core buyers, and home consumption preferences are reflected in the pursuit of convenience, In terms of one-stop shopping, high cost performance, fashionable aesthetics, and WYSIWYG scene experience, even customers in their forties and fifties are paying for younger consumption.
Second, it is of great help to the dealer's terminal sales. If the brand is recognized and the product conforms to the consumer trend, it will be easier to sell. Then, the investment required by the dealer to promote sales will be relatively less, which will help to improve the dealer's entrepreneurship. success rate and expand operating profit margins.
As an industry with a volume of hundreds of billions, there is no shortage of opportunities in the architectural ceramics market. However, as the first- and second-tier brand patterns stabilize, the future stage will belong more to those with sufficient strength and the ability to build innovative advantages. enterprise.
Faced with a market where opportunities and challenges coexist, White Rabbit Ceramics takes the lead in entering the "exterior wall tiles + wall and floor tiles" + Mosaic" category combination track, grasp the new home consumption trend with traffic products + space solutions, clearly target the target customer group with "young brand strategy + powerful dealer network", and have the ability to obtain important seats in the next round of competition .
