A market research data released by the Home Building Materials Market Committee of the China Building Materials Circulation Association at the end of 2021 pointed out that in a sampling survey of more than 300 chain and regional building materials and home stores across the country in 2021, the reduction in the number of ceramic tile categories accounted for as high as 32.69% , second only to European and American home furnishings and mahogany home furnishings.
A clear fact is that the terminal building materials market has become increasingly deserted. This is an irreversible reality. Especially in recent years, the overall demand has declined, and the epidemic has recurred. The sales model of "waiting for customers to come to your door" has become increasingly difficult, and even a single line has become more and more difficult. The effect of promotion on ceramic tile sales has been minimal, so that a large number of ceramic tile brand franchisees who lack the ability to resist risks have sadly left the market.
Growth through adversity. They usually do two things right: choose the right brand with strength and capability; find a common point of growth, keep pace with the times, and master the consumption habits of modern young people.
So, in the current market environment and changes in consumption patterns, what can ceramic tile brands and dealers do?
01 Consumer iteration, channel fission
Embrace new media to attract offline traffic
The main reasons why traditional ceramic tile dealers find it difficult to acquire customers and the cost of acquiring customers is high. First, the promotion of finely decorated houses has seized a large amount of the market, and decoration, home decoration, and designers have intercepted most of the customer flow;
Secondly, the post-90s and even the post-95s generations have become the new main force in home consumption. Their way of thinking and consumption patterns have also undergone qualitative changes with the changes of the times. Home consumption requirements not only pursue the coexistence of quality and appearance, but also pursue the coexistence of quality and appearance. Personality and fashion coexist, which is a big challenge for ceramic tile brands that lack product features and brand tone. More importantly, this generation of consumers prefer to learn about and choose suitable products through multiple online channels, rather than going to offline stores for repeated comparisons, which is time-consuming and labor-intensive.
These changes have forced ceramic tile brands to rethink how to help dealers grasp customer sources.
As the core brand of New Pearl Group, Grace Ceramics, in the face of changes in the consumer market, has tried to embrace new media in order to help dealers.Open a new marketing model through Douyin’s “short video + live broadcast” method.
In 2021, Grace Tile launched the "Douyin Practical Training Camp", taking the first step in short video marketing. This year, it launched the "Anchor Star Power - Grace Internet Celebrity Store Incubation Plan" advanced course again.
New media platforms such as Douyin, Kuaishou, and Xiaohongshu have deeply affected the lives of most Chinese people. In particular, Douyin has become a national-level short video platform with more than 800 million daily users. Not only has it become a public platform for daily leisure and stress relief for the younger generation of consumer groups who are increasingly under pressure in work and life, but it has also become a new channel for e-commerce live broadcasts to bring goods.
Although ceramic tile products, as bulk household consumer goods, are difficult to achieve direct online transactions like fast-moving consumer goods, consumers have become accustomed to learning about products and brands from Douyin. Whoever controls the traffic can attract traffic to terminal offline stores through short videos and live broadcasts, and even achieve conversions.
Grace Tile has obviously noticed this. Through the Internet celebrity store incubation program, it helps dealers build professional and high-quality Douyin operation teams, and links potential customers, including retail consumers, through high-quality original content. Designers, decoration companies, etc., break the curse of not being able to find customers in stores and customers not coming to the door.
Short video + live broadcast innovative marketing model.
To this end, Grace Tile has launched a three-and-a-half-month online celebrity store incubation plan starting from mid-July, using a combination of theory and practical training, and a combination of online and offline.
Courses include:
10-day online course - through cooperation with a third-party organization that focuses on digital marketing and has rich practical experience, a professional teaching team provides professional course teaching and practical implementation, with the goal of empowering store performance growth. Create a benchmark account.
90 antennas, in-depth online and offline running, and practical training - step-by-step teaching to help Grace dealers create benchmark accounts, achieve store fan growth, online channel expansion, offline store traffic monetization, and brand influence improvement.
After this combination, Grace Ceramics dealers can master regional traffic through in-depth understanding of Douyin operations and the creation of high-quality content, so that Douyin can become a distribution store to attract and convert traffic, and achieve A powerful weapon for performance growth.
02 Single offline promotion is difficult to be effective
Online + offline solutions to terminal customer acquisition pain points
The current situation of terminal distribution stores being empty has made the once popular offline promotions such as holiday profit sharing and cross-industry alliances more difficult.sales, it is difficult to produce significant results. Can this be reversed through new media platforms?
This time, Grace Ceramics has opened up the "last mile" between stores and customers through the Internet celebrity store incubation plan. It not only plays a role in diverting traffic to stores in daily life, but also becomes a new national linkage promotion and transformation model.
In this peak consumption season of the Gold, Nine and Silver Tens, Grace Ceramics has placed the transfer node of the Internet celebrity store incubation plan at the double-festival national linkage promotion event of "Domestic Products Time and Trend Show", forming a closed sales loop at once , Promote terminal performance growth.
Grace Ceramics, as a ceramic tile brand featuring the inheritance of intangible cultural heritage, has launched the IP product Xiangyunsha ceramic tiles to adapt to the development trend of the national trend and allow the intangible cultural heritage to regain its charm due to the integration of ceramic tiles. In this unique double-festival national promotion, through the new model of "Douyin online + offline stores" and "domestic products + Grace", Douyin topics are created and spread, and Internet celebrities visit stores through live broadcasts to attract traffic. It has deepened the spread of Grace ceramic tiles and strengthened consumers' awareness of the national fashion brand.
On October 9th, the Grace Tile Double Festival nationwide joint promotion live broadcast was held in Qiqihar. KOL visited the Grace Tile store in Qiqihar to explore the store. Through check-in, live broadcast, and planting grass, the audience was led to experience the style The cultural charm of Grace ceramic tiles’ national trend, you can experience the unique charm of Grace’s fourth-generation Xiangyunsha ceramic tile products up close. In the relaxed and pleasant live broadcast, the audience can have an in-depth understanding of the Grace Ceramics brand tone, product features and service advantages. The frequent distribution of value-for-money benefits, lucky bags and prizes also makes the audience feel full of participation. Not only can consumers feel the sincerity of the brand, dealers have also gained a lot from this live broadcast. Through this live broadcast event, dealers have truly participated in the actual live broadcast and mastered the skills of carrying goods through step-by-step drills. A new mode of live streaming traffic has been opened.
This new promotion method draws traffic to stores through innovative marketing methods, breaking the current situation of lack of customer flow in the traditional offline single promotion model. It not only covers a wider range, but also solves the pain point of customers not coming to the door. It has become a trend nowadays. The most effective way to acquire customers and promote sales conversion.
Whether it is to attract traffic to stores or empower promotions, Grace Internet Celebrity Store Incubation Plan is a successful attempt to directly face the terminal pain points and upgrade dealers’ digital marketing.
03 Choose the right brand
More important than hard work
In the current situation of shrinking market, especially in the fission of channels, the decline of terminal store share is the general trend. Those who lack core competitivenessTiles can only be forced to leave the field. So which brands are most likely to win the market amid fierce competition, or even grow against the trend?
It can be seen from the series of actions of Grace Ceramics that ceramic tile brands that keep pace with the times, have keen insights, master traffic codes, and grow together with dealers are more likely to become leaders in the terminal market.
What Grace Ceramics empowers dealers is not only a change in new media communication channels, but also the dual guarantee of "hard power" + "soft power".
Grace has four modern production bases with an annual production capacity of over 200 million square meters.
As the main brand of Xinmingzhu Group, which is far ahead in the country in terms of production capacity and product innovation capabilities, it has strong production hard power support. Secondly, insisting on creating a warm and cultural texture ceramic tile brand, Grace Ceramics took the lead in the industry to take the new track of intangible cultural heritage and created a series of Xiangyunsha products with a strong brand imprint, which not only has the blessing of special products, but also It is supplemented by a full range of products and has built a product system that can meet the needs of the broadest range of consumers.
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The fourth generation of new Xiangyunsha ceramic tiles 750x1500mm
Xing Jin Yue Po LF-VP157510-003
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The fourth generation of new Xiangyunsha ceramic tiles 750x1500mm
Yuelongsha·Mihe LF-BP157510-102
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The fourth generation of new Xiangyunsha ceramic tiles 750x1500mm
Yuelongsha·Jade Ping LF-BP157510-101
In terms of operations, through Xiangyunsha, a unique IP product of the brand, the differentiated positioning of the Grace Ceramics brand has been strengthened, and differentiated marketing has been achieved through cross-border intangible cultural heritage products.
At present, the competition in the ceramic industry is becoming increasingly fierce, and terminal dealers are more cautious in choosing brands. If the ceramic tile brand does not have very outstanding competitiveness, it is difficult for dealers to see hope. Choosing a ceramic tile brand with an influential brand, competitive products, and innovative marketing that can truly empower dealers can get twice the result with half the effort.
