Engineering Marketing: Opening up New Market Road for Ceramic Enterprises

For the ceramics market, the distribution ratios of various channels are quite different, which means that in some emerging channels, if there is some investment, it may produce unexpected results. To this end, dealers have to find new ways to open up channels, channel diversity has become the new trend of the development of the current ceramic industry.

Multi-channel development into a trend At present, sales of products still rely heavily on traditional channels, relying on dealers at all levels to operate, and it is difficult for all channels to reach equilibrium. Although e-commerce covers a wide area, products can be put on the shelves indefinitely, reducing the cost of rental of shops, warehouses and other expenses, there are certain advantages in cost. However, in Beijing, a small number of businesses only use it as a propaganda, and channel construction such as engineering, home improvement, community, and retail is still an indispensable channel.

In general, the competition in the traditional sales channels of the ceramics industry will become increasingly fierce, while in emerging channels such as e-commerce, competition will be relatively weak. With increasingly fierce market competition, the brand itself has become a product of added value. In the new historical starting point, Chinese ceramic brands have paid a certain degree of attention to brand strategy and brand competition in recent years. With the highly developed Internet and the rapid rise in the number of netizens in recent years, online marketing has become another important means for ceramic companies to create brands.

Expanding new channels means investing in new areas. It needs to fully consider whether the conditions for channel construction are already in place, whether the capacity for sustainable development can be guaranteed, and whether the risks in the business process can be effectively resisted. When you have a good grasp of what you can do before you can prevent it from happening, you can avoid losing the situation that hastily invested in and hastily ended.

For crisis companies, finding a way out is imperative.

The distribution network has undergone the basic stereotypes of market consolidation in recent years, and some businesses have turned their attention to the sales of engineering channels. The engineering channel is in the ascendant state of development, especially in the past two years. Under the lure of retail sales, distribution saturation, and engineering channels that can never be captured, the construction equipment of the engineering channel in the market is respected by merchants.

Pay attention to engineering customers to establish network marketing Currently, the main channel for purchasing ceramic products is purchased in the business hall, but many consumers will understand the reputation of a certain brand on the Internet as a reference for offline purchase.

The engineering market has the characteristics of relationship marketing and does not seem to be suitable for online marketing. However, the Internet is oriented to the entire country, and the vigorous development of network marketing can bring more business opportunities to the company. A company in Guangzhou that provides manufacturing and manufacturing project management services has annual sales of tens of millions of yuan, and 100% of its customers come from the Internet.

The key to success is to consciously conduct online marketing for the needs and characteristics of engineering customers. For example, the company's website displays project cases, cost-performance advantages, quality systems, etc. It analyzes the customer characteristics of the project based on search engine marketing, online advertising, and soft-text marketing. In this regard, Foshan ceramic enterprises such as Jiajun, Mona Lisa, Oushenuo, and Bode have taken the lead and are effective. However, most ceramic enterprises still lack systematic consideration and operation.

In addition, it is worth mentioning that dealers, home improvement companies, designers, construction companies, and complementary manufacturers not only themselves are purchasers of ceramic products, but also influence consumers' purchasing decisions to varying degrees, and thus each company passes various Ways to establish cooperation with these institutions. Internet marketing can also play an important role in different ways.

Regarding investment promotion, whether it is traditional media, telephone visits, or online media, many Tao enterprises that attract investment have no corporate website, or are too simple. They not only affect corporate image, but also cannot fully utilize the advantages of the enterprise. Therefore, we must first attach importance to the construction of corporate websites and the writing of foreign investment documents. On this basis, investment promotion through traditional media, softtext marketing, search engine marketing, and industry portal advertising can improve the effect of investment promotion. If you plan to increase online sales, you also need to develop online dealers. If Li Ning has nearly 20,000 sellers, it will have an annual sales of 200 million yuan.

With regard to the maintenance of dealership relations, the current sales of apparel, household appliances, home furnishing and other industries have surpassed physical stores. In the ceramics industry, many dealers also attach great importance to online marketing, but they are obviously unable to do so due to limitations in their experience, talents, and policies. Therefore, if it is possible to establish an online marketing system that can increase sales for dealers, this is the key to attracting dealers and maintaining loyalty.

Planning and design are critical engineering marketing, planning and design can not be ignored, this will complete the effective support of the product. Some powerful companies improve their visibility in the designer community by designing contests and recommend new products. If it can be held online at the same time, it will undoubtedly expand the scope of the campaign and produce more lasting results. Or if it is a purely online design competition, the cost will be greatly reduced, and the key to the effect is planning.

In cooperation with designers and decoration companies, the most important thing is to achieve a win-win situation. In the corporate website and network promotion, certain cooperative companies can be recommended to consumers together to bring benefits to the designer and the order, so that the cooperation between the two parties is more stable. Some companies have also established designer clubs to strengthen cooperation with designers.

Designers can be said to be beauticians of ceramic products, ceramic products can be re-beautiful in their hands, make the product radiate new life. The designer of the ceramic products through their own artistic processing and the combination of different products, to provide consumers with a set of solutions for the overall space, to create a distinctive combination of bricks, and can display personalized lifestyle, for the ceramic tile The display effect of the product achieved a second takeoff. Designers are more sensitive to design trends and styles, coupled with the serious homogeneity of products in the ceramic industry, designers can evolve these homogenized products into a personalized space display, better reflect the ceramic The value of the product itself.

Designers have a decisive role in increasing sales. Because consumers do not understand ceramic products, designers have become consumers with higher consumer trust. Ceramic industry sources also revealed that designers have much more say in the terminal market than ceramic companies, and consumers trust designers more. For ceramic companies and distributors, consumers are more skeptical. Therefore, designers have a guiding role for consumers in the selection of building materials. If the products of ceramic enterprises are favored by designers, and they are mainly recommended to consumers, the success rate of transactions will be greatly enhanced.