Recently, ceramic companies have resumed work and production one after another, and their marketing work is gradually getting on the right track. As 3.15 approaches, ceramic companies are about to usher in the first "marketing test" of 2021 - the 3.15 brand promotion. What will ceramic companies do on March 15 this year? Zhongtaojun conducted an investigation and analysis.
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Ceramic enterprises’ production and marketing are on the right track
Ready to welcome 3.15
Since the Spring Festival comes relatively late this year, ceramic companies have just started working in March. In March, there is a festival that has attracted widespread social attention - "3.15 International Consumer Rights Day". Many ceramic tile brands have chosen to participate in the event. At this node, joint promotion activities are carried out as the opening battle of the whole year's marketing activities. In fact, this is also the practice over the years.
Many ceramic tile brands are ready for the 3.15 brand promotion and have held mobilization meetings and marketing trainings as soon as construction started. On February 22, Champion Tile held the 2021 Champion Tile Retail Marketing Center Sales Launch Meeting and National 3.15 Activity Mobilization Meeting, and deployed the 3.15 activity implementation plan; on February 25, Huida Tile held the 315 Brand Day National Linkage Internal Launch The conference focused on the 3.15 activity plan and formulated strategic guidelines, implementation measures, mission goals, etc.
Huida Tile 315 Mobilization Meeting< /p>
As of early March, many ceramic tile brands have launched their 3.15 promotions. According to incomplete statistics from Zhongtaojun, at least 32 ceramic tile brands in the ceramic industry have released information on the 3.15 brand promotions. The promotion content includes gifts for full orders, discounts for full orders, special sales of designated products, etc.
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3.15 Activity Floor Terminal
"Live broadcast selling bricks" decreased significantly
At the beginning of 2020, due to the impact of the domestic COVID-19 epidemic, ceramic tile brands and their dealers were unable to carry out promotional activities in terminal stores. Under this circumstance, during the 3.15 period, the entire ceramic industry experienced a nationwide "live broadcast selling bricks" craze, "live streaming to grab factories", "JD live broadcast", "headquarters live broadcast"... This opened the first year of live broadcast marketing in the ceramic industry. This year, after more than a year of fighting against the epidemic by party committees, governments at all levels and the people across the country, major strategic results have been achieved in domestic epidemic prevention and control, and people's daily lives have been basically unaffected. Therefore, this year many ceramic tile brands are no longer so keen on online marketing, live sales activities have been significantly reduced, and offline promotional activities have been restored. The recent 3.15 brand promotions are almost all launched in terminal stores across the country, and the brand headquarters is responsible for event planning, production materials, and implementation assistance.
Although ceramic tile brands’ “live broadcast selling bricks” has been significantly reduced, it is not impossible. At 19:00 on February 25, Guanzhu Ceramics specially invited Guanzhu Ceramics’ selection officer Zeng Xiaoquan and Guangdong Radio and Television Station’s Voice of Music host Lin You to launch the ceramic industry’s first “live broadcast selling bricks” on JD.com since the beginning of the new year. The live broadcast received 370,000+ views, 10,000+ reservations, and 600,000 likes within 60 minutes, marking a good start for Guanzhu Tile’s 315 Heartwarming Service Month.
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After-sales service is valued
Free room measurement, design and delivery as standard
Since this year’s 3.15 sales of various ceramic tile brands are held in terminal stores across the country, whether the brand’s after-sales service is good or not has become a pain point for consumers. If the after-sales service is done well, consumers will be satisfied and get five-star reviews; if the after-sales service is not done well, there will be no return complaints if the product is returned.
中Tao Jun found that this year, most ceramic tile brands have clearly emphasized after-sales service in the 3.15 activities, and even launched activities with the theme of "service", and bought tiles to get whole-house tile cleaning services. For example, Mona Lisa launched "Smile Service" ", Guanzhu Tile's "Heart-warming Service Month", Asia promised seven-star after-sales service in the event, and Jinduo guaranteed to enjoy the brand's five-star service when buying bricks...
Although each ceramic tile brand has different names for after-sales service, the service content is basically the same, including free room measurement, whole-house design, free delivery, returns and exchanges, free matching and paving guidance, full follow-up services, etc. Among them, free room measurement, design, and delivery have almost become standard after-sales services for brick sellers.
Author: Si Tao
