China Ceramics Network NewsFrom November 25th to 27th, the 2020 Xinzhongyuan Group Business Center National Core Dealer Annual Meeting with the theme of "Reverse the War and Work Together to Win the Future" was held in Foshan It was held with great ceremony at the Hilton Hotel.
Zeng Yanchi, Vice President of New Zhongyuan Group, Huo Zhuowei, General Manager of New Zhongyuan Building Materials Co., Ltd., Yang Lin, General Manager of Marketing of New Zhongyuan Group, Zhao Jie, Assistant to the President of New Zhongyuan Group, Lu Jianguo, General Manager of Langbao Ceramics Brand, China Yin Hong, senior consultant of the Building and Sanitary Ceramics Association, Huo Yuanjia, the fourth generation descendant of Liang Zan, Ip Man's disciple, brand ambassador Master Liang Xuhui and other company leaders and guests, as well as more than 300 dealers' family members from all over the country, More than 20 industry authoritative media gathered together to plan the 2020 brand development plan.
Transformation change, integrated innovation
After 30 years of rapid development, the construction and ceramics industry has entered a period of medium- to low-speed growth since 2016. This cold situation continues to spread in 2019. The significant change is that the rise of the new generation of consumers has led to changes in channels, breaking the original balanced pattern, and the industry competition has fallen into deep water. Against this background, where will the future development of the brand take us?
Yang Lin, general manager of marketing of Xinzhongyuan Group
At the meeting, Mr. Yang Lin, General Manager of Marketing of New Zhongyuan Group delivered a speech titled "Transformation, Change, Integration and Innovation", focusing on the current and future development trends of the industry, and deeply analyzing the brand transformation in 2020. The path to change.
Mr. Yang believes that China's building ceramics industry is currently entering a very deep period of adjustment, and prefabricated buildings and container buildings will become new growth points. He emphasized thatany market will enter the stage of stock competition, and the building materials market is no exception. To achieve breakthrough growth in 2020, brands must grasp the three major driving forces of "product upgrade, industrial innovation, and channel expansion." Only by actively embracing market changes can we win this tough battle in the existing market. Achieve sales and profit growth against the trend.
Crisis and Challenge
The survival, development and growth of a brand must grasp the current macro-environment and have an insight into the current development status of the industry. Under the dual challenges of the cold winter in the industry and the drastic changes in the environment, fusion in the ceramic industry is urgent. Use aggregation to build an innovation mechanism, use innovation to drive industry change, use change to break the development deadlock, and let the source of energy explode in fusion.
Special guest Dr. Yin Hong
Dr. Yin Hong, the special guest of the conference, gave a keynote speech "Crisis and Challenges" from the perspective of an industry expert, focusing on analyzing new opportunities in the fission of ceramic tile sales channels and how dealers can correctly achieve transformation and upgrading. . He pointed out that thedealer system is still the mainstream system for ceramic tile marketing. To survive, traditional dealers must transform and upgrade. Only by clear positioning, building confidence, seeing the situation clearly, and spotting trends can we gain a foothold in the market and go further.
Resistant terminal, winning in service
The core of traditional dealers is to sell products and establish channels. However, in the era of consumption upgrading, consumers no longer focus only on product functions and quality, but instead pay more attention to whether their own needs and feelings are met. To this end, at the meeting, Xin Nanyue Ceramics Brand General Manager Yu Fei shared with everyone the " Speech on the theme of "Destroy the Terminal, Win with Service".
Yu Fei, General Manager of Xinnanyue Ceramics Brand
Mr. Yu believes that as product homogeneity intensifies and the market stock space becomes saturated, what can truly allow companies and dealers to add value and establish special barriers is "service experience." It can be said that the era of real service is slowly emerging. Only by providing refined services, transforming into "service providers" and being user-oriented can dealers build a moat in the fierce competition.
It is imperative to get ready
Where have the customers gone? Is it difficult to do business when the economy is in recession?
At the meeting, Lu Jianguo, General Manager of Langbao Ceramics Brand Before sharing the theme of "Integrated Channel Construction", two striking questions were raised. Then, Mr. Lu focused on the development history and advantages and prospects of the self-contained model, and explained the construction and maintenance of the self-contained channel from the perspective of thinking.
Lu Jianguo, General Manager of Langbao Ceramics Brand
Renovation is one of the trends with the highest consensus in the industry in recent years. "The essence of this model is more based on user needs and user thinking. It has unparalleled competitive advantages in using big data to mine customers, innovate services, and integrate upstream and downstream resources." Mr. Lu affirmed in his sharing The competitive advantage of self-contained equipment, and emphasized, "If you want to ride the wind and break the waves, you must first embrace new thinking and transform from a brand agent to a distributor and service provider." p>
Channel diversification operation and innovation
Channels are the lifeblood of the circulation of ceramic products. In the past, engineering and retail were important channels for dealers’ main performance and profit growth. However, in this era of great integration of the ceramic industry, with the rise and continued diversion of prefabricated buildings, finely decorated houses, Internet home decoration, and complete decoration, the share of the retail market is constantly decreasing.
Cui Fangsheng, General Manager of Yujing Ceramics Brand
"Only change is the way out." Cui Fangsheng, general manager of Yujing Ceramics Brand, emphasized in his sharing of "Channel Diversification Operation and Innovation". Immediately afterwards, Mr. Cui took "channels as channels" as the starting point and conducted an in-depth analysis of the current status of each channel focusing on designer channels, championship alliances, community promotions, integration models, strategic acquisitions, regional large-scale services and online models. Breaking point. In this competitive landscape,the more channels and networks you have, the more opportunities you have to directly reach consumers.
Terminal store operation management
Under the new situation, should we build new stores or renovate stores? This is a dilemma faced by many dealers.
At the meeting, Yu Zhirong, General Manager of Eurostar Tile Brand gave a speech on the theme of "Specialty Store Operation Management"The answer is affirmative. In the following sharing, Mr. Yu focused on the three dimensions of store image, system construction, and management, and combined with actual terminal cases to deeply explain the importance of store transformation under the new situation.
Yu Zhirong, General Manager of Eurostar Tile Brand
Looking at Eurostar’s new stores in 2019, taking the Hangzhou store as an example, the store construction generally follows the brand positioning of "simple luxury but moderation", combining light luxury and simple decoration style with diversified design elements. Matching and optimization, through the weakening of the store's commercial atmosphere, have evolved from selling products to selling solutions and derivative products as a shopping space. In terms of store management, Mr. Yu proposed the construction of an information system, such as using the corporate WeChat platform and local market network platforms to allow stores to connect to the "Internet" more efficiently. Mr. Yu also emphasized thatthis is an era of change, an era that belongs to young people. Only those who understand young people can win the world.
New product appreciation, highly popular
As an annual event with the largest number of new products in history, at the new product appreciation meeting in the afternoon, newly launched products such as large slabs with continuous patterns, full-body marble, and fully polished glaze were on display. The new products were full of new products, attracting the attention of many dealers. During the ordering meeting, the dealers were very enthusiastic, and from time to time they took out their mobile phones to record product details and place orders. Major dealers rushed to place orders to smash eggs to win gifts. Cheers for winning big prizes could be heard from the egg smashing area from time to time. Order amounts were also constantly setting new records. The atmosphere was heated.
Breaking through the odds, being grateful - 2020 New Zhongyuan Group Commercial Center Annual Family Banquet
That night, we broke through against the trend and were grateful - the 2020 New Zhongyuan Group Commercial Center Annual Family Banquet was held grandly at the Hilton Hotel. The Chinese dance "Mountains and Flowing Water", which has an oriental charm, kicked off the family banquet with the beautiful meaning of "Mountains and Flowing Waters have a long history". The youthful and exciting video show and laser dance added a youthful element to the family dinner; a series of medleys of rock hits and exciting lottery draws pushed the family dinner to a climax. Amid cheers and applause, dealers’ families from all over the country spent a joyful and unforgettable night.
Recognize excellence and witness the power of role models
Golden Medal Gold Distributor
Gold Award Excellent Dealer
Jindi Award Excellent Store
On the way to growth, we need the power of role models. 2019 is a year of drastic changes in China's ceramic industry. Big reshuffles, big changes, and big breakthroughs have woven into the surging variations of the ceramic industry. Because it is difficult to adapt to this changing era, some people have been eliminated in the suffering, but there are also people who are fearless and forge ahead. A grand awards ceremony was specially set up for this meeting, and a grand coronation ceremony was held for gold medal dealers, excellent dealers, and excellent stores.
As we are about to enter 2020, the rallying call for "counter-war" has already sounded. Facing the turbulent market, just like a person's life, there are always ups and downs. It will not always rise like the rising sun, nor will it always be miserable. As long as there is light in your heart, darkness will never end. In 2020, we will fight against the war and join hands to win the future.
(This article is provided by the enterprise)
