Entering the era of "big involution" of ceramic tiles in the stock game, the cruel and fierce market competition has made it even more overwhelming for ceramic tile dealers who engage in wholesale and price wars. gas. How to face difficulties and make changes? The reporter interviewed Wang Gang, a big-horned deer dealer from Jiaozhou, Qingdao, to learn how he successfully transformed into a brand brick and achieved annual sales of more than 5 million.
Breaking through the ceramic tile terminal price war: shifting from low-price wholesale to high-end brand market
Before joining Dajiaolu, Wang Gang had been in the industry for more than 20 years, specializing in ceramic tile wholesale, and the tile store he ran was well-known in the local area. Even so, Wang Gang still perceives the threat of market changes: "Currently, the consumption level of customers has become higher, and most of them like branded tiles." According to him, Jiaozhou has a permanent population of about 1 million, and famous local tile brands are not Although the competition is fierce, the products are similar, and there are few brands that are influential enough to penetrate the local market. "But the super wear-resistant brand of Big Horn Deer is very good, and it is different from other brands."
“What consumers value most is the quality of ceramic tiles. Those that are super wear-resistant are particularly popular among customers.” Wang Gang told reporters
There is a "super wear-resistant" display stand in Wang Gang's store. Every customer who enters the store will be invited by the shopping guide to experience the wear-resistance of ceramic tiles, from steel brushes to grinders, allowing customers to experience polishing by themselves. According to reports, the latest generation of super wear-resistant technology of Big Horn Deer has achieved the world's leading level of wear resistance. Even if it is polished at high speed by a professional grinder, it will not be damaged. Every customer who has experienced it personally is amazed.
In addition to the core super wear-resistant technology, the color design of Bighorn Deer’s ceramic tiles is also very attractive. Coupled with the brand’s advanced and sophisticated close-jointed paving technology, the effect of the paved ceramic tiles is very eye-catching, attracting many high-end customers. Come here because of its reputation.
With the customer resources accumulated by Wang Gang over the years of opening the store, Big Horn Deer's "super wear-resistant" products have become famous in the local area. More and more old customers refer new customers to come to take care of them. Wang Gang also successfully wholesales from low prices. "Wolves chasing the deer", successfully moved into the high-end customer market. Not only that, with the help of Dajiulu headquarters, Wang Gang also successfully opened up new project sectors, with annual performance breaking through to more than 5 million.
Annual sales exceed 5 million: Dajiaolu comprehensively assists dealers to achieve comprehensive growth
“Last year, the market was good, and we could sign more than 100 orders for one event in the store. This year, the home decoration market in Jiaozhou was a little weaker, but with the strong help of the company’s active marketing department, we held four or five events, each of which Almost 40 or 50 orders are sold every time, and the largest one has more than 60 orders. "Dajiaolu Active Marketing Group is a professional assistance department established by Dajiaolu to help dealers and stores solve practical operating problems.
According to Wang Gang's recollection, every time his store held an event, the company's proactive marketing team would send teachers to the store to provide guidance. They stayed there for more than 20 days, from the planning of the event plan to the implementation of the event, and then to the guidance of each employee. Professional knowledge training is provided by taking everyone step by step. "Bighorn Deer does a particularly good job of supporting dealers. Other brands do not do this."
As one of the earliest dealers to join Big Horn Deer, Wang Gang has witnessed the rapid development of the brand, and his own business has also grown bigger and bigger. Before joining Dajiaolu, Wang Gang's ceramic tile store mainly engaged in home decoration and cooperated with many local home decoration companies. This year, with the help of the company headquarters, he started to work on tooling projects and has now won two million-level projects. Big construction site order: "The company's brand influence is good, its production capacity can keep up, and the price support for dealers is relatively large. This gave me the opportunity to bid for the construction site project."
According to feedback from Wang Gang and other friends in the industry, in recent years, Big Horn Deer’s super wear-resistant ceramic tiles have become very popular everywhere. While other brands are facing slow sales of ceramic tiles, many Big Horn Deer stores are out of stock. In order to solve the problem of short supply, the Big Horn Deer brand expanded to seven production bases this year. The increase in production capacity has given many dealers like Wang Gang a greater advantage in competing for large orders.
When talking about the assistance provided by Big Horn Deer Company, Wang Gang frequently mentioned one person - Nan Shunzhi, the founder of Big Horn Deer. "I am a big fan of Mr. Nan. He understands the psychology of our dealers very well. Whether it is products or support policies, he always considers our dealers. I have learned a lot of experience in sales and store opening from him."< /p>
Wang Gang shared with reporters that the most impressive time for him was when Nan Shunzhi was on a business trip to a neighboring city one year and wanted to stop by his store. When Wang Gang arrived at the station to greet him, he discovered that Nan Shunzhi was traveling alone. I brought a suitcase and came by green train. It is such a brand leader who has no airs and only does practical things, which gave Wang Gang full confidence in running the Dajiulu business and gained real growth and practicality.Real store performance growth.
The reporter learned that Bighorn Deer does have a lot of plans in terms of dealer assistance. In order to help dealers keep up with market trends, Dajiaolu has opened the first ceramic tile university in the industry and hired professional teachers to conduct occasional interviews with dealers and stores on everything from industry trends and professional skills to sales techniques and team building. Store clerks conduct training.
In addition to offline mentors in-store guidance, Dajiaolu headquarters will also help dealers layout online promotion and e-commerce channels, and at the same time implement regional protection. Orders harvested from the brand’s official Douyin live broadcast will be dispatched to various regions. stores; every time Big Horn Deer attends an industry exhibition, its global live broadcast exposure will also attract new customers to 3,000+ stores across the country.
Talking about this year's results, Wang Gang happily shared with reporters: "Before making work clothes, annual sales were only two to three million. This year, it is conservatively estimated to be more than five million. I am very confident in the big-horned deer. I will keep doing it! ”
As Wang Gang said, good brands need good operators to represent them; similarly, good brands will also create better operators. It is precisely because of the brand that pays attention to the growth of dealers and actual operations that the super wear-resistant ceramic tile products and ceramic tile craftsmanship are loved by consumers, and today, the vigorous development of Dajiulu's 3,000+ stores across the country.
