2012 building materials industry marketing promotion road
March 13 08:09:24, 2023
According to industry analysts, with the increasing maturity of ceramic inkjet printers and inks, the technical advantages of digital inkjet printing will be more fully realized, especially in imitation stone, imitation wood, bump brick and small batch customization. In the field, there will be a large number of fancy varieties that are personalized and highly ecological, and the market for ceramic inkjet products will mature. It may be possible to prove another truth from these facts. In the low-interest industries, the trend of the development of the characteristic product technology industry to promote the development of the terminal market will become more and more obvious. This is in response to “together to make the cake bigger, so that everyone can share a cup. The old saying of 羹. Color glazes, ceramic machine equipment manufacturers drive ceramic manufacturers, ceramic manufacturers to drive dealers, dealers to drive to consumers, the active participation of the industry chain upstream and downstream of the industry to promote the product market faster than the market cultivation stage, enter The market is growing rapidly and even mature. The healthy development of an industry is inseparable from the joint efforts of all colleagues in the upstream and downstream of the industry chain. Its overall image and performance improvement are inseparable from the effective marketing and promotion of all industry members, especially in the Chinese architectural ceramics industry with low social concern. It is accompanied by the advancement of China's urbanization construction and the continuous development of the real estate industry. The marketing promotion has gradually moved from extensive to sophisticated and mature. Today, branded operations have become widely recognized trends in both new and old production areas. The author has been engaged in marketing planning for ten years and has been involved in the automotive and ceramic industries. He has been closely monitoring the development of industry marketing and actively exploring and practicing to enrich the experience and ideas. The author believes that the marketing and promotion of China's ceramics should be based on products, with channels as the carrier and planning as the guide for brand integration and promotion. Whether it is technological innovation, marketing management, channel laying, planning and publicity, whether it is strategic thinking or method creativity, we must meticulously make detailed details and build up over the years to cultivate more powerful brands, enhance the overall image of the industry, and promote sustainable industry. development of. How do you look at the Chinese ceramics market and its marketing promotion? The author tries to analyze it from several aspects. In this explanation, the author has no embarrassment about the business practices involved in the article, but for illustrative purposes. First, the development trend of China's building ceramics industry 1. Market trends First look at the industry data. According to the China Building Sanitary Ceramics Association, there were 3,275 national ceramic tile production lines in 2011, with an estimated production capacity of over 10.8 billion square meters in 310 days. Some people in the industry believe that the production capacity has exceeded 20%. According to statistics, as of 2011, the production of ceramic tiles in 2011 is estimated to exceed 9 billion square meters, which is nearly 14% higher than the 7.9 billion square meters in 2010. The national ceramic production has achieved a high-speed growth of more than double digits for eight years. It can be seen that the output of China's building ceramics continues to grow, and it has entered a highly competitive situation of oversupply. Affected by the macro-environment of the real estate industry, the ceramic industry as a downstream industry has also entered a period of turbulent adjustment. From the current point of view, China's first- and second-line market conditions are more severe, but the third- and fourth-line markets are still relatively stable, in the long run. The continuous advancement of urbanization construction and the construction of affordable housing will bring greater market opportunities. In the local market, new markets can still be tapped, such as affordable housing, as well as remotely funded housing, which requires smart merchants to capture opportunities and take the initiative. 2, product trends polished bricks, tiles, antique tiles, microcrystalline stone, the four categories of the market share has gradually declined, the overall pattern remains stable, but the specific proportion changes, antique bricks (the author will be fully polished glaze Among them, due to its excellent physical properties, rich variety of colors, delicate and natural textures, the market is maturing, and gradually devour the market for other categories, especially porcelain products. The widespread maturity of all-glazed glaze is an important factor in the rapid development of the antique brick market, and its product performance will be further optimized in 2012. The micro-feldspar that has been tepid for many years has developed rapidly in 2011. It is like a “red-hot chicken†and has become the focus of attention in the industry. At present, many large and medium-sized manufacturers in China push the microcrystalline stone project, including many companies that have waited and watched. Have joined in. Media people exclaimed that only in the winter of 2011, there were no more than five specialized microcrystalline stone brands. It is expected that the microcrystalline stone will achieve rapid development in 2012 after everyone has contributed. Second, the development trend of China's ceramics marketing planning and thinking about the development trend of China's ceramic marketing planning is a big proposition, the author tries to explain personal opinions from the following aspects of the deepest feelings, if there is any inconvenience, please exchange guidance . 1. Group buying trend returns to rationality, spread by manufacturers to dealers. On May 9, 2008, the new special-purpose 1,000-star group buying activity organized by Xinzhongyuan Company in Jiangxi Province created a new model of industry tourism brick buying, which led other manufacturers to take the initiative or passive. Follow the trend, triggering the trend of the industry, it is not uncommon, the major manufacturers are led by the headquarters or dealers to organize group purchases, and achieved good results. General headquarters group purchase activities will be combined with "factory group purchase + star hotel reception + special car / special plane shuttle" and other forms, if the time period is longer, it will also arrange Foshan scenic spots or furniture stores to visit. A few years ago, the Guangdong market was once caused by the “crazy tide†of group purchases due to its neighboring Foshan production area, which led to the abnormal development of the market order. It was said that a certain county-level market had been eaten by several group purchase activities, and the customer resources were seriously overdrawn, even for two or three consecutive months. The quiet situation of the water-cooled goose flies. The news of group buying organizations is still rumored, but it has been more rational. Through group purchase, sales can be directly brought in a short period of time, and word-of-mouth is widely spread. It has the dual effects of promotion + publicity, but it also needs to weigh the pros and cons. First, consider regional sales conflicts and excessive price transparency affect the overall situation. Second, we must consider putting into production. Out of ratio, this is also an important reason why some manufacturers do not dominate group buying. At present, group purchases have spread to regional markets or production bases. In some provinces, group purchases are still a relatively new marketing method, which is worth a try. 2. The Taoist celebrity endorsement is generally calm, and innovative ideas can be explored. In the current pan-home industry in China, celebrity endorsements have become commonplace, especially in sanitary companies. According to the "China Building Sanitary Ceramics Association Yearbook" (2010 volume) statistics, the industry has a total of 48 spokespersons, mainly entertainment stars, can be described as "starlight"! But Jiantao enterprises are more calm on the celebrity endorsement, cooperation time is late, the number of stars Less, tend to choose sports stars. Preliminary statistics, more well-known cases are Dongpeng ceramics hand in hand ice altar gold medals Shen Shen, Zhao Hongbo; new Zhongyuan hand in hand with the new actress Wang Haodan; Bode company signed snooker star Ding Junhui. The calm posture of the building ceramics company and the brand LOGO are engraved on the brick back, and the brand effect is not obvious. Once a company cooperates with a star, the two will form a relationship of mutual influence to a certain extent. The different qualifications and styles of the stars have an unusual potential impact on the brand image. Dongpeng's love of the ice altar is conducive to highlighting the cultural taste of its brand. In addition, it is good at organizing diversified activities, making the star image terminal landing, and the propaganda effect is better. Xinzhongyuan is already an old brand of strength. Some people in the industry believe that the signing of Wang Xiaodan is conducive to embodying the brand's fashion temperament, but its current social qualifications and popularity are still shallow, and the influence of the group is limited, perhaps not the best choice. Of course, in time, Wang Qidan’s reputation has soared, and the new Zhongyuan has benefited a lot. Recently, Bode signed Ding Junhui, both of which are elegantly positioned and have a high degree of fit.