Still struggling to choose a ceramic tile brand? Then take a closer look below!
The author has contacted many ceramic tile dealers, seven or eight out of ten. The reason why I chose to join a certain brand at the beginning was because I felt that I had seen it in the market/consumers mentioned it or the product felt good, so I chose this one. The brand business should be very good.
This is because you don’t know your identity! Ceramic tile dealers have two identities, one is consumers and the other is operators. The operator is the brand agent in the region. As mentioned above, if you think of a brand that you have seen in the market/mentioned by consumers or the product feels good, or if you read an analysis article online, you will want to join. This is all from a consumer point of view. Think from the perspective of the author.
In fact, franchise brands should think from the perspective of an operator!
Today, we will explain how dealers choose a reliable ceramic tile brand from the five perspectives of brand power, product power, channel power, coordination and execution in modern enterprise management.
01 Brand Power
Brand power is the organic unity of product visibility, reputation and integrity. It is the degree to which consumers’ concept of a brand affects their purchase decisions. This is one of the core factors that make it easy for an operator to succeed. .
As an operator, choosing a company with a strong brand will naturally lead to higher competitiveness. The most effective way to measure brand power is whether it occupies a place in consumers' minds and whether it can inspire consumers to buy.
Looking at domestic ceramic tile companies, there are thousands of brands, large and small, including old brands with decades of history and new brands that have just been established. When choosing a franchise brand, you need to start from the perspective of your own business and find the location of brand power.
For example, first-line brands Marco Polo and Dongpeng have both breadth and depth, and naturally have their own measurement standards for operators; such as Jianyi, which has successfully established the marble tile category, has a clear label recognition on the consumer side; such as negative ion ceramic tiles The inventor of Te Te Negative Ion Ceramic Tiles is the leader in the field of air-purifying ceramic tiles. When negative ions are mentioned at the end of the industry, almost everyone thinks of Te Te Negative Ion Tiles. In November 2021, Academician Zhong Nanshan personally awarded the specialThe "Nanshan Award" was issued. So far, only one company in the industry has won this honor.
Therefore, when choosing a franchise brand, you need to start from your own business perspective and find "brand power", and you will naturally have target market consumers. When operating at the market terminal, this is one of the core guarantee factors, which is very beneficial to the operator!
02 Product Power
Product power refers to the attractiveness of a product to target consumers, which is mainly reflected in the attractiveness of product quality, price, brand, and innovation to target groups. This is also the core factor that makes it easy for an operator to succeed. one.
Go to the ceramic tile production area and go to the terminal market, and you will definitely feel that the shortcomings of ceramic tile products are very obvious, the color and texture are seriously homogenized/it is difficult to distinguish between high and low quality/store decoration style Close, only imported ceramic tiles or some domestic high-end brands can surpass the average level of their peers.
With different brand pursuits, the performance of product strength will be different. Some brands pursue the ultimate in brand status, some pursue the ultimate in products, and some brands pursue the ultimate in a certain price. Under different pursuits, the difference instantly widens.
Take Dongpeng ceramic tiles as an example. In order to cope with the homogeneity phenomenon, anti-skid ceramic tiles have been promoted for many years and continue to be iterated. They have grasped the pain points of consumer usage scenarios and can naturally capture many consumers; Jianyi marble ceramic tiles rely on With "marble's realistic texture", it has become the first choice material for many designers to replace stone; specially designed negative ion ceramic tiles have chosen consumers in the decoration health market, which are ignored by most ceramic tile brands, in terms of removing formaldehyde, removing odors, and purifying the air. Let the performance of negative ion ceramic tile products reach the extreme. In December 2012, the special long-acting antibacterial project passed the appraisal of scientific and technological achievements. Experts, including Academician Hou Li'an, an academician of the Chinese Academy of Engineering, unanimously believed that the project results have generally reached the international advanced level and reached the level of long-acting antibacterial and biological safety testing of ceramics. International leading level.
Of course, there are still many ceramic tile products with low-end sales in the market. Some operators will use low price as a reason to join, but without product strength, this is a double-edged sword for operators, and it is easy to buy at low prices. As a result, gross profit is also low, which requires more customer orders. It is not only necessary to increase the number of customer orders, but also to control various costs and expenditures. This is not a balanced thing.
Therefore, only if the brand has an accurate understanding of the needs of target consumers can they be able to accurately grasp the needs of target consumers.product power for consumers. Choose to join such a powerful ceramic tile brand to make your business more stable and secure.
03 Channel Power
Channel power, that is, the ability of terminal layout, can fully demonstrate the brand's marketing capabilities. The brand is strong and the products are excellent. Through channel layout, it is a win-win situation for manufacturers and operators.
The expression "the terminal is king and the channel wins" is familiar to everyone. Marco Polo Ceramics is the best terminal store in the industry. With 6,122 distribution stores, it is the brand with the highest channel density in the ceramic tile industry. As a leading company in the market, the range of choices for operators will become smaller, but the overall market stock is huge and will continue to change.
Take the special negative ion ceramic tiles as an example. There are more than 500 terminal stores across the country. They are not only places for terminal sales, but also an important layout for brand/product recognition. Similar to such recognizable and differentiated ceramic tile brands, sort out Channels, improved services, and practice of internal skills will ensure that the market opportunities in the future are still large enough.
If you choose to join this type of growing ceramic tile brand, you will also have more preferential treatment and support policies, and operators will also enjoy the dividends of growth.
04 Coordination
Coordination refers to the control, coordination, and support of various internal and external relationships. This is the most important support for operators. Many fake ceramic tile brands have no coordination at all to support terminal operators. When you join a franchise to open a ceramic tile store, it is basically a one-time deal. Whether you can reduce risks and effectively make profits depends entirely on the luck of the operator.
Take the special negative ion tiles as an example. It is equipped with a senior design team to create a unique store for operators from store consultation - design - construction - product application - software accessories; it has the most professional and passionate store in the industry The "Special Business School" regularly holds large-scale business schools at the headquarters, video training, and provincial tour training every year to build an elite team for terminals; it has an elite planning team that leads the industry, and can always help operators find the best terminal marketing solutions, etc. Comprehensive coordination can clear blind spots for operators on the road to wealth creation.
When choosing a brand to join, operators should examine the differences between it and other brands, and consider whether it is better and stronger than other brands in the same areas. You can't just look at the present, you must weigh the overall comprehensive strength of the brand to capture future opportunities!
05 Execution
The article said that there are many brands in the domestic ceramic tile industry, and franchise brands should be thought from the perspective of an operator. This is because many ceramic tile brands are purely franchise brands, not consumer brands, and do not do any brand operations at all. Execution!
Take the analysis of design channels. "Designer activities" is a high-frequency word that often appears in the industry and terminals in recent years. However, not every brand that conducts designer activities can have a chemical reaction with designers. Operators Be able to successfully break through in this channel.
TeTe Negative Ion Ceramics has been developing designer channels, and has signed a contract with star designer Meng Ye to become the main speaker for Te Te Negative Ion Ceramics designer activities across the country. What’s even more special is that Teidi The "Mengjian Star House Series" that coexists "function + appearance" is very popular in terminal sales.
Last words:
There is no business in the world that is 100% profitable and risk-free, and no brand guarantees success if you join. Through the analysis of this article, from the perspective of a hypothetical operator, how to choose a reliable ceramic tile brand among many ceramic tile brands! I would like to pay tribute to all ceramic tile operators: on the road to operating the ceramic tile business, if you make the right choice, your efforts will not be let down! Let’s work hard together for a better future!
