Affected by the real estate explosion in 2021, this year construction and ceramics companies no longer clamor to actively embrace real estate centralized procurement project channels, but quietly change their sales strategies and refocus on terminal channels. As the saying goes, nothing is big without B, nothing is strong without C. According to iiMedia Consulting data analysis, the proportion structure of ceramic channels in 2021 is 50 billion for the large B-side (real estate developers), 200 billion for the small B-side (designers, large package packaging, small home decoration packages), and 50 billion for the pure retail C-side. For ceramic tile dealers at the terminal, in addition to the small B-end channels that have emerged in recent years, pure retail C-end sales in stores have always been the foundation for their brand management and market development.
With the upgrading of the consumer market and the changing purchasing needs of the new generation of consumers, ceramic tile brands have begun a strategic transformation of "rejuvenation". With the upgrading of the brand, the upgrade and renewal of the terminal ceramic tile exhibition hall has also been put on the agenda. Since 2021, the building ceramics industry has received news of ceramic tile brand terminal exhibition hall upgrades and standard store design implementations, such as Wrigley composite light-grained tiles, Hongyu Ceramics, Jinduo Ceramics, SK Ceramics, Eagle Ceramics, Filona Cement Ceramics, Gold medal Asian tiles, Melco marble tiles, etc.
Strengthen the retail market
Tile store upgrades take advantage of the trend
At present, young consumer groups represented by those born in the 80s and 90s are gradually rising and becoming the main force in home consumption. Under the consumer demand in the new era, terminal ceramic tile stores must highlight differentiated brand characteristics in order to gain a foothold in the market. Yan Lijian, general manager of Jinduo Ceramics Brand, believes that terminal stores are a favorable place to establish a brand image and an important platform for communication with consumers. Good marketing scenarios reach consumers directly through sensory stimulation of appearance, becoming a way to break the competition between branded and homogeneous products. The appearance of the store determines the market position of the brand. A good store image is a guarantee of high customer flow and is crucial to promoting primary marketing and secondary conversions.
It is understood that Jinduo Ceramics proposed the brand strategy of "Thousands of Quality and Beautiful Stores" in 2021. It hopes to create a highly branded and ultimate user experience at the terminal by upgrading the experience of product visualization and spatial visualization. At the same time, it achieves the goal of changing the sales status of terminal stores.
In recent years, in addition to Jinduo ceramic tiles, in order to develop the C-end retail market, more and more ceramic tile brands in the building ceramics industry have proposed and implemented terminal ceramic tile store upgrade plans, and carried out standardized store construction at the terminal to highlight the brand Differentiated tonality enhances brand recognition at the terminal, and at the same time builds a scenario-based marketing experience to increase store sales.
In 2021, SK Tile will accelerate the pace of brand transformation and upgrading and propose a "Super Terminal" store improvement plan. The plan aims to create a differentiated super terminal benchmark store, which not only reflects the high-end brand tone, but also focuses on actual sales, that is, being able to "sell goods." Wrigley composite light texture bricks will continue to invest in terminal standardization in 2021, and build a unique terminal image of the brand by unifying store VI and SI display standards. Hongyu Ceramics also upgraded the terminal 3.0 exhibition hall standards in 2021 and quickly invested in the transformation, which greatly improved the brand image of the terminal store.
Store sales doubled
New image broadens terminal sales ideas
The upgrade of ceramic tile stores has given the terminal brand image a new look, and also broadened the sales ideas of the store dealer team. Thanks to the good scenario-based consumption experience, the ceramic tile store upgrade projects of some ceramic tile brands have greatly promoted terminal retail growth as soon as they were launched.
The person in charge of Wrigley's composite light-grained tiles revealed that last year, 135 stores of Wrigley's composite light-grained tiles were upgraded and renovated, and 158 new stores were built. Dealers reported that it was easier to place orders after the store was upgraded and renovated, which drove a significant surge in store sales. The average monthly sales of Juran Wrigley composite light-grained brick store in Beijing increased by 112% compared with the old store after the upgrade. The average monthly sales of the Wrigley composite light-grained brick store in Hangzhou increased by 127% after the upgrade.
It is understood that Jinduo Tile has built or renovated more than 300 high-quality terminal stores in more than 4 months. The store upgrades have not only improved the image and image of Jinduo Tile in the terminal.Its influence has also greatly improved the sales conversion rate of stores. From January to February this year, its terminal sales achieved the highest growth in five years.
In addition, after the Hongyu Ceramics Xinjiang Korla store upgraded and renovated its 3.0 exhibition hall, it achieved a completion rate of over 179% in the 20-day renovated opening and regional linkage promotion activities. The store manager said that upgrading the showroom will be of great help in boosting product sales, which is an important factor in the store's outstanding performance.
Store operation model transformation
How to balance the input-output ratio?
In recent years, as consumption channels have gradually subdivided, terminal traffic has become more and more dispersed, and the number of retail customers in ceramic tile stores has also continued to decrease. Under this situation, ceramic tile brands and dealers are trying to attract and retain retail customers by upgrading store display systems, enhance the store's "static sales force", and improve store operating conditions.
However, the rent of terminal stores and warehouses has been increasing year by year, and the operating costs of ceramic tile stores have continued to rise, causing many ceramic tile dealers to begin to reduce store investment. Some ceramic tile brands have also proposed "low-cost, light-investment" small stores The pattern is all the rage. The small store model has a small display area, low rent and operating costs, and is equipped with digital marketing tools and factory central warehouses to achieve quick profits with light investment. Traditional terminal ceramic tile stores are large store models. Large ceramic tile stores have stronger product capabilities, rich and comprehensive product line displays, better overall space effects, can provide a more convenient and better service experience, and also have certain brand premium space. Disadvantages It requires a lot of investment and high operating costs. At present, terminal ceramic tile stores are mainly traditional large stores, and the small store model is regarded by many brands as one of the important ways to sink into the third- and fourth-tier and urban markets.
Currently, terminal ceramic tile store upgrades are mainly focused on large stores. The most practical problem faced by dealers is whether input and output can grow in proportion. In response to the problem of high investment in store upgrades and renovations, many ceramic tile brands will provide certain subsidies for store decoration, and some brands have also launched a franchise policy of free store decoration.
How to balance the input-output ratio of store upgrades and renovations? Tao Shengcheng, general manager of SK Ceramics Sales, believes that the cost of decorating a store depends on whether it is high or not.In terms of efficiency, if the store construction time is short, the efficiency is high, and dealers can quickly enter the market and achieve profitability, then this kind of store upgrade is worthwhile.
