Tao Shi Hui·Issue 2
The March 15 brand promotion is approaching. In order to sprint hard and achieve a "good start", ceramic companies have resorted to all kinds of martial arts. Even in the high-pressure industry environment where raw materials and fuels are rising, ceramic companies are still unabated in their promotion efforts, launching special discounts on new products, limited-time grabs of large coupons, one-yuan flash sales, free orders, full rebates, and even delivery of finished products. Service system... Various ceramic companies have various promotional activities, and they also combine various forms of marketing methods to break through circle communication through cross-border marketing.
Large boards are still the mainstream promotional product
Promotional efforts of ceramic companies remain unabated
In response to the 3·15 brand promotion, many ceramic companies have launched a variety of popular products for special promotions, most of which are large plate products, with 750×1500mm, 900×1800mm Mainly specifications. For example, Lijia launches two 750×1500mm new products every weekend for limited-time sales; Asia launches two 750×1500mm glazed tiles and two 900×1800mm marble tiles as promotional models; General also launches 750×1500mm Galaxy tiles. Special offers on large boards, etc. It is worth noting that as the ceramic industry has been completely ignited by "rock slabs", many ceramic companies have also used slate products as the main products of the 3.15 promotion and launched a series of preferential profit-sharing plans, such as Dongpeng and Oushen. Nuo, Xinmingzhu, Guanzhu, etc.
Every March 15 consumer carnival, ceramic companies will launch a series of promotional activities to attract consumers' attention. Zhongtaojun learned that the promotion efforts prepared by ceramic companies for "3·15" this year are even greater than in previous years. At present, at least 43 ceramic tile brands in the ceramic industry have released 3&Middot;15 brand promotion event information, promotion content includes deposit appreciation, product discounts, live broadcast to grab benefits, designated products on sale at special prices, etc.
Ceramic enterprises have many promotion and operation strategies
Finished product delivery service serves as escort
In this no-fire promotion war, in addition to using new products and cost-effective products to drive sales growth, ceramic companies have also launched a variety of promotion strategies, such as package strategies, high-end strategies, co-branding strategies, etc. Among them, package sales based on space solutions are the main content of many ceramic companies' promotion plans.
Dajiuluo takes the opportunity of the International Consumer Rights Day on March 15 to launch a huge purchase discount, covering a total of 50 square meters of dense seam joint paving throughout the house from the living room, corridor to kitchen. The model room is only 9999 yuan.
Picture source: Bighorn Deer
Vero launched a special event with the theme of "3·15 Healthy Quality Shopping - Living in a Five-Star Healthy Home in 2022". Not only did you buy Vero raw bricks and ceramic tiles, you would get branded home appliances. As a surprise event, there is also a whole-house ceramic tile package of "8888 yuan to renovate your home during the Spring Festival", which provides a one-stop solution for healthy and environmentally friendly decoration of the whole house.
Image source: Vero
In addition, Guanzhu took advantage of the opportunity to launch the 3.15 quality service month, launching an 80m² exquisite package as low as 8,888 yuan and a 90m² luxury package as low as 9,999 yuan.
Picture source: Guanzhu
At the same time, many ceramic companies also focus on the finished product delivery system, providing consumers with brick purchase, transportation, design, paving, seaming, cleaning and after-sales services. A series of services can help increase the sales of packages focusing on space solutions.
It is understood that Mona Lisa’s finished product delivery system covers the main materials, auxiliary materials, manual paving and other costs at a preferential space package price, solving the problem for consumers from purchasing bricks, transportation, A series of difficult problems such as design, paving, sewing, cleaning, and after-sales service are solved to open up the product service chain.
Guanzhu solves the "last mile" problem of getting ceramic tiles/slates to your home through the "Stone Slab Central Warehouse" and the "Mingzhu Kezhu Slate Precision Delivery System". In addition, Hengfu, Qiangpai, Dajiang, and Li Home Furnishing have all launched supporting services, such as free room measurement, whole-house design, free delivery, returns and exchanges, free matching and paving guidance, and full follow-up Services etc.
Online and offline linkage marketing
Start the battle for traffic on 3·15< /span>
Seizing online traffic is the key for ceramic companies to improve their development potential and competitiveness. Only with traffic can they carry out the next sales market transformation, which means who wins online In the battle for traffic, who can stabilize the dominant online position? The 3.15 big promotion is a node where traffic accumulates. In order to seize the attention of consumers in this big wave, major ceramic companies have used various new products.The use of retail tools, channels and means helps terminal dealers acquire customers and seize online and offline traffic.
Picture source: Nengqiang
Dongpeng continued the Spring Fashion Week IP activities, not only teamed up with Xiaohongshu to launch the #家入新色# topic interaction, but also asked Xiaohongshu experts to cooperate with the flame topic to output the design style , home improvement dry goods and other content, to maximize the public domain traffic, and create an integrated communication for Spring Fashion Week through brand communication, product promotion, and retail promotion.
Picture source: Dongpeng
In addition to cooperating with IP, launching quality recommendation officers is also a strategy. On March 9, Guanzhu officially announced Hui Yinghong as the quality recommendation officer to support the "3.15 Quality Service Month" and help attract and mobilize more consumers. Using the powerful weapon of "freshness", Guanzhu fired the first shot in the battle for traffic.
In addition, live streaming and landing terminals are also one of the commonly used marketing methods for ceramic companies. Compared with the previous practice of selling bricks through live streaming, Nengqiang, Zhuoyuan, Oceano, and Eagle Brand They also use live streaming to grab coupons and grab luxury gifts to attract consumers to buy bricks in physical stores, and the results are quite obvious. Oceano's "Super Quality Profit Night" had 113,000 live broadcast interactions, and generated nearly 5 million yuan in revenue on the day of the live broadcast.
Picture source: Oceano
//////
Nowadays, marketing channels are gradually becoming "socialized". Social media platforms such as Douyin and Xiaohongshu have become the core channel for the public to obtain promotional information, and have even become the main channel for consumers to A reference platform for decision-making. According to the "2021 Consumer Research Report", more than 60% of respondents will ""Grow grass", and the proportion of Xiaohongshu reached 48%. It can be seen that for ceramic enterprises, making good use of social media platforms will help strengthen the stickiness of the consumer community, increase the visibility of products and services, and expand New customers.
In addition, the "2021 Consumer Research Report" shows that offline purchasing channels have begun to pick up. Compared with consumers in other parts of the world, Chinese consumers are more inclined to "online shopping and physical stores" "combination" model, accounting for 56%. From this 3.15 promotion, it can also be seen that ceramic companies understand this, so they have adopted a sales model that integrates online and offline, and implemented an omni-channel layout, so as to win opportunities in the fierce market competition.
