Text/Zhizun
It’s the end of the year, and ceramic companies are usually doing annual summaries and planning for the coming year. As one of the main tasks of ceramic enterprises, investment promotion is the focus of annual end-of-year summary of ceramic enterprises.
When it comes to investment promotion for ceramic companies in 2020, it can be said that some are happy and some are sad. Looking at the investment situation of the entire ceramic industry throughout the year, some young, niche, and distinctive brands have achieved great results, such as Filona cement tiles and Weige quartz tiles, while some old brands are in trouble and investment. The effect is unsatisfactory.
Why do old brands have poor investment results? Is it because the market is not doing well? Or is the investment method wrong? In response to this phenomenon, reporters from China Ceramics Network visited some old brands and analyzed the reasons for the poor investment results of old brands under the new situation, hoping to bring inspiration to old brands' investment promotion in 2021.
New investment strategies under the new situation
As we all know, investment promotion is a systematic project, which includes the establishment of investment promotion department, investment promotion planning system and target system, as well as a complete set of actions such as investment promotion team management, invitation and negotiation, investment promotion on-site operation, and post-work management. From this point of view, investment promotion methods must be standardized, actions must be precise, and services must be in-depth. At present, the marketing departments or investment promotion departments of old ceramic brands have basically established their own complete investment promotion systems.
Investment promotion generally includes team recruitment, Internet investment promotion, portal investment promotion, exhibition investment promotion, outsourcing investment promotion and other forms. These forms are essentially about the source of investment leads. Today, with the development of the Internet, obtaining investment leads through the Internet should be the fastest, most cost-effective, and most effective way. However, it is a pity that many ceramic companies still have not opened Internet investment channels.
Through research and visits, the reporter found that less than 5% of ceramic enterprises have opened Internet channels for investment promotion. This kind of Internet traffic diversion model has become widespread in other fields of home building materials. Therefore, this is both a shortcoming and an opportunity.
There are three models for Internet investment promotion: one is the information flow model, which is to push the landing page of brand investment to users through the Baidu information flow and the huge engine (headline product) information flow, and actively access the information through marketing. The landing page can arouse the interest of users and generate inquiries (in the form of deposit form and 400 phone call); the second is Baidu’s paid promotion model, also known as SEM, that is, some potential customers who want to join the ceramic tile brand agency through Search engines such as Baidu actively search for keywords such as "tile franchise" and "tile agent" to reach relevantThe marketing landing page forms an inquiry; the third is the portal data model, that is, through an authoritative industry portal such as China Ceramics Network, an investment page is established. After the user arrives at the website, if he or she has the intention to join as an agent, he or she will leave an investment inquiry. To get franchise leads.
Internet investment promotion only solves the problem of traffic and leads, and later conversion is the top priority. This part of the work must be completed by salesmen. The early practice was to invite customers over the phone for on-the-spot inspections or to participate in offline investment meetings. With the emergence and development of the live broadcast ecosystem, the original investment fair model has gradually turned into "live broadcast investment invitation". "Model, that is, through phone invitations, customers who have inquired through the Internet are allowed to enter the live broadcast room, and then through the host's field control, on-site preferential policies, and with deposits, deposit expansion, and discounts for placing orders, these customers will be treated Convert transaction.
The reporter found that almost all of the brands that have done relatively well in investment promotion this year have launched Internet traffic diversion models, especially the "information flow + live broadcast investment promotion" model. This model is gradually becoming the standard for investment in the ceramic industry.
The tragedy of investment promotion for old brands
In fact, many old brands have also opened Internet investment channels, but the investment results are still unsatisfactory. The reporter found that this is actually due to many reasons.
1. Natural disadvantages of a blank market.
Old brands generally have dealers all over the country because of their great brand influence and long brand history. However, due to various factors such as market conditions, brand management, and dealers’ own operations, there may be dealers in some provinces or cities. The Chamber of Commerce suddenly had a gap, and the follow-up failed to keep up in time, causing the old brand to be without dealers in some cities. If this gap continues for three to five years, the brand's local influence and reputation will gradually be lost. What is asymmetrical to this is that usually such old brands are still among the first-tier brands in the industry. The consequence of this situation is that it becomes more and more difficult for them to attract local investment, until they finally lose this market completely.
It’s not surprising that this happens. Just imagine, if you switch to a new ceramic tile brand, it will be a blank market for every city. Naturally, there will be no embarrassment for old brands to attract investment in blank markets. Once this kind of difficulty and embarrassment is not resolved, it will snowball year by year, and eventually the market will be completely lost, and the negative impact and damage to the brand will be huge.
2. Refining brand differentiationinsufficient.
The reason why old brands are called old brands is naturally because they started early during the mass production period, developed relatively stably, and had large and comprehensive products. Such brands are well known to the market, and even the labels of their early brand attributes have gradually Weakened, consumers' impression of the brand has gradually become blurred, and the only thing left may be the impression that "such and such brand is an old brand".
However, as market consumption upgrades, consumers are becoming younger and more personalized for certain design styles, certain product attributes, and certain fashion trends. Therefore, the ceramic tile market has become more segmented, and the brand The demand for differentiated attributes is more obvious. In this case, the disappearance of the old brand’s brand imprint, blurred brand boundaries, insufficient brand story refinement, and lack of brand tone will become fatal injuries. Therefore, when some old brands compete with new brands, they fall behind.
In recent years, some ceramic tile brands that specialize in niche areas or focus on certain product attributes have stood out, risen rapidly, and achieved remarkable investment results. This is precisely because they have grasped consumer trends and needs, created brand differentiation, and quickly captured the minds of users. .
3. Failure to place investment promotion in a strategic position.
As the brand is relatively mature, investment promotion has gradually become a routine task for old brands, and they have gradually lost their passion and are in a tepid state. The emphasis on investment promotion has also gradually changed from an extreme emphasis on investment at the beginning to a general one. Pay attention to.
On the other hand, some emerging brands, due to their new brands and market gaps, naturally regard investment promotion as a top priority, and it is common for the boss to personally be responsible for investment promotion. It is not surprising that such a brand has a remarkable investment effect.
In fact, old brands have ignored the essence of a business: establishing an effective sales channel system is the fundamental factor for the survival of an enterprise. Investment promotion is the most important part of establishing sales channels and must be placed in an important strategic position in the development of the enterprise.
4. Product iterations do not conform to market trends and consumer needs.
The product systems of some old brands will also be updated, but they have almost no market research and do not understand the real needs of consumers. They still speculate on consumers with outdated ideas, or simply follow the so-called popular trends in the market. Design products.
When designing products, some new brands will first stratify consumers by age based on their own product and brand positioning, and then based on the needs, preferences and common consumption trends, style trends, and focuses of different age groups. After analyzing the users, establish user portraits that match your brand positioning, and then hand it over to designers to design products.
Therefore, when old brands are iterating their products, they must fully research the market and user needs based on their own brand positioning, and design excellent products that are in line with market trends and brand tonality. Such products have a distinctive style, conform to the brand's tonality, can meet the needs of specific consumer groups, quickly capture consumers' minds and the market, and attract investment with twice the result with half the effort.
5. The investment promotion system is not perfect.
During the visit, the reporter found that there are still some old brands whose investment systems are not sound, as reflected in: unclear profit models, unclear investment policy support, irregular store SI design, and insufficient refinement of investment advantages.
Under the new situation of the prevalence of the Internet, the impact on the home furnishing field, and the upgrading of consumer demand, it is obviously a bit outdated if we still use the original system and style of investment.
6. The invisible investment is too high and ROI (return on investment) is not pursued.
Although the Internet is very common in other industries, it is still new in the ceramic industry, which has brought many confusions to many ceramic companies, such as: Is it better to use bidding or information flow to attract investment? How to reduce costs through information flow investment?
These problems were not taken seriously when the company first opened an account. However, with the deepening of Internet investment promotion, companies found that more and more money was invested, but the effect was not as good as expected. Only then did they realize Think of hiring a professional to re-tune your account.
Therefore, when ceramic enterprises are doing Internet investment promotion, they must understand that this is also a systematic work. Never cross the river by feeling for stones. This will increase the initial trial and error cost and time cost, and at the same time affect the investment effect. , and even affect the confidence of decision-makers.
Write at the end
Whether it is an old brand or an emerging brand, it is imperative to attract investment through the Internet. If your company has not launched Internet investment promotion yet, you must act as soon as possible.
In addition, after successfully attracting investment, many new brands will find that their foundation is very weak, and they will refocus on building stores; at the same time, there are also some new brands that only focus on attracting investment and do not do a good job in subsequent business development, education and business development. Protecting dealers and other tasks have resulted in the loss of dealers. These are things that new brands must pay attention to.
Author: Zhizun
