2021 "Tao Xing China" National Tile Bathroom Market Survey
[Chengdu Station] Issue 3: Character Perspectives (Part 1)
Currently, China Ceramics Network's 2021 "Tao Xing China" national ceramic tile and bathroom market survey [Chengdu Station] is still in full swing. Since May 20, the "Taoxing China" investigation team has not only visited multiple home building materials stores & markets, but also interviewed more than a dozen outstanding dealers & brand leaders.
01
It is bound to make Chengdu Oceano Ceramics a benchmark in the southwest region.
——Wang Yongfu, General Manager of Chengdu Oceano Ceramics
Before acting as an agent for Oceano Ceramics, Wang Yongfu served as the general manager of the Sichuan and Chongqing sales areas in Huanai Home Furnishing. Therefore, he has the mature business philosophy, model and team to operate Oceano Ceramics. Joining hands with Oceano Ceramics is undoubtedly a strong alliance. In just two months of acting as an agent for Oceano Ceramics, the single-month performance of Chengdu Oceano Ceramics' single store has doubled. It is reported that the first thing Wang Yongfu did after acting as an agent for Oceano Ceramics was to sort out the products, use mature models and teams to develop market channels, improve the "basic skills" of the original secondary agents, and launch emerging marketing models such as online live broadcasts.
Wang Yongfu (second from right), general manager of Chengdu Oceano Ceramics
For adultsIn view of the current situation where the proportion of finely decorated houses is increasing and decoration companies are cutting off large-scale sales, Wang Yongfu believes that it is very important to focus on high-quality customers. Ceramic tile merchants should serve consumers well through designers and home decoration channels. It is worth mentioning that unlike traditional ceramic tile stores that only sell materials, Chengdu Oceano is committed to providing consumers with high-quality delivery of finished home decoration products.
In order to quickly expand into the Chengdu market and build the brand influence of Oceano Ceramics, Wang Yongfu decided to add two more direct-operated stores to the original two. Currently, all new stores are under renovation. These four stores are all located in Fusenmei, the most high-end home furnishing store in Chengdu. Wang Yongfu revealed that he will lead the team to develop all channels and build Chengdu Oceano Ceramics into a benchmark for the entire southwest region.
02
Yi Anju, a supply chain cloud service platform owned by Huanai, is a powerful tool for building materials operators to serve secondary outlets.
——Cui Zhigang, General Manager of Wrigley Tile Brand in Huanai Lijia Chengdu Sales Area< /p>
As the person in charge of Wrigley Ceramics in Huanai’s Chengdu sales area, Cui Zhigang is very optimistic about the development of the Chengdu market. He said that Chengdu is the central city in the Chengdu-Chongqing Economic Circle and even the entire southwest region. Huanai chose to use such a city as a core location to radiate surrounding markets, which is inseparable from the creation of central warehousing. As we all know, Huanai's Yi Anju is a supply chain cloud service platform dedicated to building a pan-home furnishing industry. It has set up a 30,000 square meter warehouse in Qingbaijiang District, Chengdu. Chengdu Wrigley Ceramic Tiles can very conveniently provide surrounding products through Yi Anju. More than 20 secondary outlets provide services.
Cui Zhigang (second from right), general manager of Wrigley Ceramics brand in Huanai Lijia Chengdu sales area
For the strategic upgrade proposed by Wrigley Tile headquarters this year, Chengdu Wrigley Tile stores also responded quickly. It is reported that Wrigley Ceramics has teamed up with Black Ant Marketing to create a "30-day product selling system" store training that has been launched in Chengdu, providing in-depth explanations of the product concept, sales skills, and event implementation guidance of the new product - composite light-grained tiles. Wrigley Tile Fusenmei StoreThe store manager said that such training can mentally integrate the sales staff of terminal stores with the concept of new products, so as to better provide customers with better services.
03
The support from the brand headquarters is the confidence and motivation for agents to develop upward.
——Zeng Zhenhui, General Manager of Chengdu Jinduo Ceramics
Zeng Zhenhui can be said to be the most representative "Fujian Gang" in the Chengdu market. Originally from Quanzhou, Fujian, he founded Chengdu Dehui Building Materials Co., Ltd. in 2003 and served as the executive president of the Fujian Chamber of Commerce in Sichuan Province. It is understood that Zeng Zhenhui has led the team to develop more than 120 franchisees in Sichuan after years of hard work and hard work, and has cooperated with Blu-ray Real Estate, New Hope Real Estate, Xingcheng Habitat, Greenland, Yanlord, Hong Kong Regal, Wanda, and Guanghui , Longfor, Jinke, Heneng, Yuanhong, Keppel Land, Changhong Real Estate, etc. have maintained good cooperative relations. Currently, Chengdu Jinduo Ceramics has a 1,500-square-meter flagship store on Fusenmei Home Furnishing Street, and a new store is also being renovated.
Zeng Zhenhui (second from right), general manager of Chengdu Jinduo Ceramics
Zeng Zhenhui introduced that since he has been acting as an agent for Jinduo Ceramics for nearly 20 years, the headquarters has always provided him with great support: in terms of developing engineering channels, the engineering department established by the headquarters has always worked side by side with Chengdu Jinduo Ceramics; in terms of store construction and teamwork In terms of creation and other aspects, the headquarters marketing department has also done a lot of empowering work. He said that in recent years, the Jinduo ceramic tile brand has become younger and faster. Whether it is the update speed of product colors or the completeness of product categories, it is very competitive in the market. Therefore, he is very confident to lead Chengdu Jinduo. Ceramic tiles have evolved even better.
04
Competition in the future market is not limited to dealerscompetition between enterprises/brands.
——Fan Chengke, General Manager of Chengdu Geshi Ceramic Tiles
Fan Chengke is from Zigong, Sichuan. According to his introduction, before starting his business, he not only produced ceramic tiles, but also sold ceramic tiles. He has been in contact with the ceramic industry for 31 years. Even though he started out as a ceramic tile wholesaler, Fan Chengke still adheres to a strong brand concept and believes that wholesale channels also need a good brand as support. Since becoming the agent of Geshi Ceramic Tiles in 2004, Fan Chengke has invested a lot in brand promotion. Before the tile brands in Chengdu realized the need to invest in outdoor advertising, he had already launched Geshi Pottery tiles in major anti-aircraft guns in Chengdu. advertising.
Fan Chengke (second from right), general manager of Chengdu Geshi Ceramic Tile
Fan Chengke's understanding of the market is also very forward-looking. He believes that the trend of home decoration has changed a lot in recent years, and a large part of the reason that hinders the development of dealers is the inventory turnover rate. It is very critical for dealers to keep up with the current fashion trends in products launched by the headquarters; conversely, it is also Dealers selling old categories will slowly fade out of the market. He added that the final battle between dealers is the team and talent, and the competition in the future market is not only the competition between dealers, but also the competition between enterprises/brands.
05
The small store model has allowed many entrepreneurs in the building materials industry to realize their dream of representing well-known brands with low investment.
——Yang Zhongquan, General Manager of Chengdu Yingpai Ceramics
Yang Zhongquan is also a veteran who has been in the Chengdu market for decades and has been an agent for Eagle Ceramics for more than ten years. When he first came into contact with the ceramic tile industry, he had the concept of "making a brand if you want to do it", and Eagle Ceramics happens to be a powerful and old brand. In YangzhongUnder the operation of Quan, Chengdu Eagle Ceramics currently has 4 directly-operated stores, and the store in North Fusenmei alone covers an area of 1,000 square meters. Not only that, when the Yingpai Ceramics headquarters began to implement the policy of setting up central warehouses, Chengdu Yingpai Ceramics could be said to be the first batch of outlets to be implemented, with a central warehouse area of 3,000 square meters.
Yang Zhongquan (second from left), general manager of Chengdu Yingpai Ceramics
For Yang Zhongquan, the most direct and effective role of setting up a central warehouse in Chengdu is reflected in the development of distribution channels. According to his disclosure, Chengdu Eagle Ceramics has developed 30-40 secondary agents. Yang Zhongquan said: "When the brand headquarters launched the small store model in 2020, it did attract many customers in third- and fourth-tier cities who wanted to make high-quality brands. With an investment of 100,000 yuan, you can make building materials, and the agent is Eagle Brand, which has a history of 47 years It was almost impossible to build old brands in the past, and the central warehouse established in Chengdu has largely solved the problems of inventory and logistics for these outlets. ”
06
It takes time for a brand’s reputation and reputation to accumulate, and having differentiated products is the core advantage.
——Zhong Wenbin, General Manager of Tongli Marble Tile Sichuan Operation Center
Chengdu is a key part of Tongli Marble Tile's layout in the southwest region. The brand's Sichuan Operation Center was officially established in this city in 2019. At present, Tongli Marble Tiles has developed 3 direct stores and more than 20 secondary outlets in Chengdu. Zhong Wenbin, general manager of the Sichuan Operation Center, said that they built the Fusenmei store into the image store of Tongli Marble Tile in Chengdu, and set up a central warehouse in Qingbaijiang District to serve the following outlets through a logistics system extending in all directions, reducing the dealer's workload. Inventory pressure.
Zhong Wenbin (second from left), general manager of Tongli Marble Tile Sichuan Operation Center
In addition to serving the secondary outlets well, under the leadership of Zhong Wenbin,Next, Chengdu Tongli Marble Tiles has also reached good cooperation with many well-known local decoration companies and designer studios. Zhong Wenbin said that brand growth, reputation and reputation all need to accumulate over time, and having differentiated products is Tongli's core advantage. In recent years, the market share of the marble tile category has far surpassed that of many ceramic tile categories. Tongli Marble Tile insists on focusing on the research and development of the marble tile category. Its products have unique craftsmanship and original colors that are popular among designers and high-end customer groups. love. Zhong Wenbin showed full confidence in the entire Chengdu market.
07
In June this year, we will establish a Sichuan branch with the brand headquarters. This is the most important decision in nine years of representing the brand.
——Hou Bo, general manager of Chengdu Hengfu Tile
Hou Bo has been engaged in the ceramic industry for 20 years, and has been an agent for the Hengfu ceramic tile brand in Chengdu for nearly 9 years. From being an engineering contractor in the Chengdu market, to being the general agent in the Chengdu market, to realizing complementary advantages with the factory It is planned to establish a Sichuan branch... Hou Bo said that the reason why the Chengdu Hengfu team maintains its unswerving pursuit of the brand and its confidence in constantly exploring the market is "first of all, it stems from the quality and product research and development of Hengfu ceramic tiles." Recognition; secondly, the confidence in Hengfu Ceramics Marketing General Manager Fan Yu to lead the brand forward; and the other is that under Mr. Fan’s standardized management, the products are more in line with the needs of end customers.” It can be seen that it is precisely because of the Chengdu Hengfu team’s commitment to the brand. The loyalty and recognition of the brand, and the full trust in the brand managers, are why we are determined to go all out to make Hengfu Ceramics a good product.
Hou Bo (second from left), general manager of Chengdu Hengfu Ceramics
It is understood that from 2012 to 2018, the sales volume of Chengdu Hengfu ceramic tiles ranked among the best in the national system of Hengfu ceramic tiles. “Yizhou International Plaza, Silicon Bao Technology Office Building, Chengdu Back Garden and other projects adopted the It is the product of Hengfu Ceramics. Chengdu Hengfu Ceramics will also convert the model of engineering sales to drive retail sales to an omni-channel development model, and work with the brand headquarters to leverage the advantages of both parties. It plans to establish a Sichuan branch in June 2021 to increase efforts. To improve the position of Hengfu Ceramics in the Sichuan market, Hou Bo said: “This is the biggest determination of the Chengdu Hengfu team since we have been working on Hengfu Ceramics for 9 years. ”
08
Chengdu is in a stage of medium-to-high-speed development, and its demand for decoration design can be said to be among the top in the country.
——Sun Hu, General Manager of Chengdu Mango Ceramics
Before becoming a ceramic tile dealer, Sun Hu served as a senior executive in the building materials distribution giant Huiquan Group. He started his own business in Chengdu eight years ago and has represented two ceramic tile brands. In 2018, he became interested in Mango ceramic tiles. We choose to go hand in hand with Mango Tiles due to the quality and “appearance” of our products. In addition to being a ceramic tile dealer, Sun Hu is also one of the promoters of the development of the design community in Chengdu, helping many young designers in Chengdu to grow rapidly through the Shijianfang activity (designer practical training and selection platform) named after Mango Ceramics. Among them are representatives of emerging Chinese designers such as Sun Kang and He Liang. When talking about the current development of the local design community, Sun Hu said: "Chengdu has a special geographical location, like a cornucopia, attracting many talents from all over the country. The local culture also nurtures a group of designers with cultural sentiments. Their works They are all rich in connotation. It can be said that Chengyu’s design level has improved rapidly in recent years, and a large number of outstanding designers and excellent design projects have emerged, which are representative in the country. ”
Sun Hu (first from right), general manager of Chengdu Mango Ceramics
As a Hubei native, Sun Hu cannot hide his love for Chengdu’s culture and is even more confident about the development of the Chengdu market. He said: "Chengdu gives people a sense of belonging. The migrant population is willing to settle down in this city and is willing to invest in the decoration and design of their houses. It can be said that Chengdu's demand for decoration and design ranks among the top in the country. In a stage of medium-to-high-speed development, just like East China five years ago, the building materials market has huge development potential. "Because I believe it, I see it. Sun Hu's full of positive energy has driven the development of Chengdu Mango Tiles. According to his disclosure, the performance of Chengdu Mango Ceramics is growing at an annual rate of about 30%.
09
Advocating "one-stop service" and delivering finished products directly to customers is a foolproof sales process.
——Hu Yexiong, General Manager of Chengdu Anhua Tile
Hu Yexiong has been acting as an agent for the Anhua ceramic tile brand since its establishment in 2011, and it has been 10 years now. According to him, the sales channels of Chengdu Anhua Ceramics are mainly engineering and retail. As the natural flow of customers entering the store gradually decreases, the Chengdu Anhua team has also made various efforts in maintaining retail channels.
Hu Yexiong (second from left), general manager of Chengdu Anhua Tile
On the one hand, Chengdu Anhua Ceramics has actively participated in the high-quality cross-industry alliance of Fussenmei Shopping Mall, and has become the top brand in the alliance with single capabilities. As a result, it has also gained alliances in multiple categories such as customization, doors and windows, and bathroom ware. "Feed back"; on the other hand, Chengdu Anhua Ceramics advocates "one-stop service", from room design, door-to-door delivery, to paving construction, return and replenishment, to provide customers with worry-free and high-quality delivery of finished products , Chengdu Anhua ceramic tiles have also won the favor of many high-end consumer groups. It is understood that most of the customers of Chengdu Anhua Ceramic Tile are mid-to-high-end customers, and the common unit value is around 100,000 yuan.
10
No matter whether the ceramic industry is rising or setting, as long as the industry remains, the high-end market will still have sustainable development.
——Jing Xiao, founder of Chengdu Lomano Building Decoration Materials Co., Ltd.< /p>
“At the Foshan Ceramics Headquarters, most of the leading brands that make special ceramic tile products know Lomano, and the building materials dealers in the designer channel in Chengdu also know us. In addition, we are also the first group in Chengdu. A company that sells finished slate products." Jing Xiao proudly introduced the Lomano Building Decoration Materials Co., Ltd. he founded. It is understood that Chengdu Lomano was officially established in 2018. It represents many specialty ceramic tile brands and is also an agent for the Italian Fiandre imported brand. In Jingxiao's view, he is a platform provider and service provider. The difference from traditional brand dealers is that the company has greater product selection rights, while the agent brand is to combine the strengths of each brand and provide customers with overall solutions. .
Jing Xiao (second from left), founder of Chengdu Lomano Building Decoration Materials Co., Ltd.
The external window of Chengdu Lomano is also different from that of most building materials dealers. The exhibition hall is not located in a home building materials store, but in a high-end office building, and its storage area has reached 4,000 square meters. Jing Xiao revealed that in 2021, the company will successively import a lot of Italian rock slabs, and will also set up a rock slab warehouse in Chengdu and establish a rock slab processing and supporting factory. This shows how much investment it has made. "Some people may say that the ceramic industry is a sunset industry, but I think there is no such thing as a sunset industry. Since you choose this industry, you must invest your energy and persist in it; similarly, the high-end market demand will definitely be there, which determines the high-end The sustainability of the slate market. "Jing Xiao, who was born in 1985, has a spirit of daring to venture and fight, and also has a unique platform operation thinking. "Young and promising" is a very appropriate way to describe him.
11
The main purpose of cooperation between ceramic tile brands and decoration companies is not to make profits, but to drive sales and promote the brand.
——Zeng Lingpei, the person in charge of Chengdu Faensa Tile Jinniu Store
Chengdu Faensa Tile & Bathroom Store is located in the Red Star Macalline Jinniu Shopping Mall, and its sales channels are mainly decoration company channels. according toZeng Lingpei, the person in charge of the store, said that he has been responsible for developing channels for decoration companies since 2013. Currently, Chengdu Faensa Ceramics has also reached cooperation with a number of decoration companies. Zeng Lingpei believes that finding a decoration company itself is a way for consumers to save money and trouble, and it will definitely become a trend in the future. Therefore, brands joining the decoration company's material selection library can play a role in driving sales and promoting the brand.
Zeng Lingpei (second from left), person in charge of Chengdu Faensa Tile Jinniu Store
For most decoration companies, Chengdu Faensa Tile provides free sample loading services. In addition, in order to control the risks of decoration company channels, Chengdu Faensa Ceramics mostly chooses decoration companies with good reputations and payment methods of cash, weekly or monthly settlement. Zeng Lingpei said that the Faensa brand headquarters has also established a home decoration channel department to assist terminal stores in developing decoration company channels. He hopes to cooperate with more high-quality decoration companies under the leadership of the headquarters in the future.
The above is the relevant information and sharing content of the 11 interviewees. If you want to know more about the market information about Chengdu, welcome to read "Chengdu Ceramic Tile Market, the top 5 brands with market share are all here!" 》.
More effective information, more reliable data, and more people's opinions will be presented one by one in the China Ceramics Network's 2021 "Tao Xing China" National Tile Bathroom Market Survey [Chengdu Station] promotional report!
