[Editor's note] This is the 2021 "Tao Xing China" national ceramic tile and sanitary ware market survey [Chongqing Station] Issue 2: People's Views (Part 1). Due to the tight schedule and heavy tasks of this survey, we will leave some articles to be written after the event. More information, more data, more characters, more opinions, more analysis... will be written and published in articles one by one in the future, so stay tuned!
Compared with Chengdu, the ceramic tile market in Chongqing presents a completely different scene: whether it is an agent for first-tier brands or second-tier and third-tier brands, whether it is a high-end route or a cost-effective route, whether it is intensively cultivating retail channels or deploying omni-channels , the ceramic tile agents in this market can all show their talents and earn a world for themselves with their strength.
China Ceramics Network's "Tao Xing China" survey team gained insight into the business secrets of the interviewees by describing their business experience or views on the brand and market.
01
To present products to customers perfectly, you must have the ability to deliver finished products.
——Zhou Hong, general manager of Chongqing No. 1 Smart Selection
The predecessor of No. 1 Intelligent Selection is the well-known No. 1 marble tiles. Its Chongqing dealer Zhou Hong expressed her love for the marble tile category without reservation in the interview. According to Zhou Hong, her family has been in the ceramic tile business for more than 20 years. In 2014, they officially transitioned from antique tiles to marble tiles when they started acting as an agent for No.1. Speaking of the reasons for the change, she said that on the one hand it was because of the couple's love for stone texture products, and on the other hand it was also because they recognized No. 1, which focuses on the marble tile category, and believed that this category had broad prospects. This is also true. In recent years, Chongqing No. 1’s products have been widely favored by consumers, and it has reached close cooperation with many decoration companies.
Zhou Hong, general manager of Chongqing No. 1 Smart Selection (3rd from left)
In order to better serve customers, the Chongqing No.1 team launched the "Porcelain Products Purchased at No.1"If there is any problem with the bricks, the urban construction site must be on site to deal with it within 12 hours, and the district or county construction site must be on site to deal with it within 24 hours." Zhou Hong believes that most after-sales disputes are actually dragged out, and only in a timely manner Only by being on-site to help customers solve their problems can they win their trust. In addition, in order to implement the "micro-seam paving" technology just launched by the headquarters and avoid the imperfect presentation of large slabs/rock slabs due to improper construction, she also decided to set up a company. Our own construction team provides consumers with finished product delivery services to build No.1’s competitiveness in the Chongqing market
02
Young consumer groups are more pursuing ceramic tile brands with tonality, high quality and design.
——Luo Xiaomei, general manager of Chongqing Italian Noba Ceramics
With the increase in residents’ income levels and changes in consumption concepts, as well as the rise of young consumer groups represented by those born in the 1980s and 1990s, more and more consumers are pursuing tonality, high quality, and design. Ceramic tile brands. This was also Luo Xiaomei’s thinking and direction when she transformed from wholesale to branding, and Nobao happened to be a brand that was very consistent with her psychological expectations. According to Luo Xiaomei, Nobao is an imported brand originating from Italy. It has a mature product system. Its brand positioning and style focus on fashion and youth. Its products have high appearance and strong design sense, and are highly recognizable. Because of this, Chongqing Nobao has accumulated countless loyal customers.
Luo Xiaomei (4th from right), general manager of Chongqing Italian Noba Ceramics
Luo Xiaomei said that when the business environment and consumer demands change, the connotation and expression of the brand must also be continuously upgraded to adapt to the current economic and social development. Since acting for Novo in 2019, she has led the team to follow the strategic direction of the brand headquarters, diversify extensions and upgrade marketing strategies from multiple dimensions such as image, products, channels, etc., and improve the brand through various methods such as organizing events and advertising. Exposure, and efforts have been made through multiple channels such as engineering, home decoration, decoration, and designers, and the performance has grown steadily year by year.
03
The relationship between manufacturers is like fish and water. Fish cannot live without water.Water is also inseparable from fish.
——Wei Hongyan, general manager of Chongqing Xinzhongyuan Ceramics
Since becoming the agent of Xinzhongyuan in 2007, Wei Hongyan has accompanied the brand for a long time. The "Taoxing China" investigation team can feel that Wei Hongyan's love for Xinzhongyuan and every product of Xinzhongyuan comes from sincerity. Whether it is the gains Wei Yanhong gained after acting as an agent for Xinzhongyuan or the growth achieved by company employees after joining the Xinzhongyuan family, this brand has given her and her team a great sense of belonging and honor. She described it this way: The relationship between manufacturers is like fish and water. Fish cannot live without water, and water cannot live without fish. It is precisely because Xinzhongyuan's dealer management system is very complete that she has strong confidence in the development of the brand and is even more confident in facing the market.
Wei Hongyan, general manager of Chongqing Xinzhongyuan Ceramics (2nd from left)
Wei Hongyan believes that Xinzhongyuan is a brand with design genes. Whether it is the "China Design Star" project that plays a pivotal role in the construction of ceramic circles, or its very professional and mature store design capabilities, Xinzhongyuan is a brand with design genes. Source is second to none in the industry. Therefore, she also sets high standards for the design capabilities of her employees. Every store clerk must be able to do ordinary flat paving design, and more than 70% of the store clerks must be able to do design renderings. According to her, there was once a customer who was so satisfied with the home decoration design plan made by her team that she even wanted to buy the same products in the design plan for the wooden doors and toilets that were to be matched with her home. She is very pleased to receive such recognition from customers.
04
The area with the highest concentration of flat-floor and villa customers in Chongqing is Yubei District, and the most high-end market in Yubei District is the Red Star Macalline Supreme Mall.
——Qian Chao, General Manager of Chongqing Nengqiang Ceramics
Qian Chao, born in the 1990s, continues the ceramic tile business run by his father's generation and has now achieved success. Five years ago, he and his father went to Foshan to inspect brands and discovered BMI Blue Mountain Impression (Nengqiang Ceramics), which was earlier in the industry to transform into a modern and simple style. He immediately signed the Chongqing regional agency rights for this brand. European and American styles are still prevalent todayIn 2017, Chongqing Nengqiang was optimistic about the trend of modernity, fashion and simplicity, and established image stores in high-end stores in Chongqing, establishing Chongqing Nengqiang's mid-to-high-end brand positioning.
Qian Chao (2nd from left), general manager of Chongqing Nengqiang Tile
In 2021, Chongqing Nengqiang’s store in the Red Star Macalline Supreme mall officially opened. Qian Chao believes that the reason for building a new store in this mall is not only because of the high-end market positioning of Red Star Macalline Supreme Mall in Chongqing, but also because the Yubei District where this store is located is the center of Chongqing’s real estate development density and high-end large-scale flat floors. &The area with the highest concentration of villas. As a Zhenzong ceramic tile brand originating from Foshan, Guangdong, Nengqiang has a strong competitive advantage in the mid-to-high-end market in Chongqing.
05
Selling ceramic tiles is not just about selling products, but also about selling services.
——Meng Rong, General Manager of Chongqing Tongli Marble Ceramics
Meng Rong is currently the only dealer in Chongqing who closely integrates villa elevators with ceramic tiles, and is also the only dealer who has opened an elevator store into a high-end home furnishing store. Through the special product of villa elevators, Tongli marble tiles represented by Meng Rong have gained a large number of high-end customers who naturally enter the store. According to him, there are fewer and fewer customers using stone in the Chongqing decoration market, and marble tile products with decorative effects comparable to stone and excellent performance are more popular among consumers. At present, Chongqing Tongli has established a total of three stores in local high-end stores such as Easy Home and Red Star Macalline.
Meng Rong (2nd from left), general manager of Chongqing Tongli Marble Tiles
As a dealer who has just come into contact with the ceramic industry, Meng Rong attaches great importance to ceramic tile service. She believes that selling ceramic tiles is not just about selling products, but more about selling services. There are currently about 30 team members in Chongqing Tongli. The company often conducts training for the team, including on-the-job training in many aspects such as dealing with people, sales skills, product knowledge, design capabilities and even construction standards. Chongqing Tongli not only provides free room measurement, design, renderings and other services as well as professional soft decoration matching consultation, but also provides services for those who do not have mature construction team resources.For customers, we also provide finished product delivery services for large slabs & rock slabs, and tight-jointed products. Meng Rong firmly believes that an elite team must not only have the ability to fight individually, but also have the ability to cooperate and cooperate. Therefore, she attaches great importance to team cohesion and mental outlook, just to provide consumers with different services and experiences.
06
Chongqing's ceramic tile market has both volume and quality, and the competitive advantages of big brands will be further highlighted in the future.
——Tan Debo, deputy general manager of Chongqing Nobel Ceramics (Duocheng Building Materials)
Chongqing Duocheng Building Materials began to represent Nobel Ceramics in 2016, and it has been 5 years now. Tan Debo believes that the changes in the market in recent years are reflected in consumers' increasing awareness of brands. Since 2019, the competitive advantages of dealers of more second- and third-tier brands have gradually become smaller and their operating pressure has increased. With the support of big brands needed, some such dealers have become second-tier dealers of Chongqing Nobel. acting. In Tan Debo's view, Chongqing's ceramic tile market not only has size, but also quality. In the future, the competitive advantages of big brands will be further highlighted.
Tan Debo, deputy general manager of Chongqing Nobel Ceramics (Duocheng Building Materials) (3rd from the right)
It is reported that the Chongqing Nobel team has more than 130 people and is very complete in the settings of channels, sales, design, after-sales, operations, processing and other departments. For the nascent rock slab category, Chongqing Nobel can provide consumers with paving and installation services. Next, it will introduce professional rock slab processing equipment to achieve one-stop delivery of finished rock slabs. Tan Debo believes that there are currently not many professional slate deep processing plants in the Chongqing market. This is not only a shortcoming of the market, but also an opportunity for Duocheng Building Materials to lead the market.
07
Managing a brand requires widening the positioning and gradient, and following market trends for transformation and adjustment.
——Mei Huan, General Manager of Chongqing Shoubiao Trading Co., Ltd. (its agents include Changgu, Champion and ICC)
Mei Huan is a senior ceramics professional with more than 20 years of experience. In the past 20 years, he first represented the company with retro bricksChanggu Tile, known as the originator, also represented Champion Tile and ICC Tile in 2017 and 2018 respectively. Regarding the product advantages of the brands she represents, she feels deeply proud every time she talks about Mei Huan. It is understood that Shoubiao Trading Company currently operates its three brands separately, and at the same time expands the positioning and gradient of each brand, and closely follows the market trend for transformation and adjustment.
Mei Huan (2nd from left), general manager of Chongqing Shoubiao Trading Co., Ltd. (its agents include Changgu, Champion and ICC)
Mei Huan said that he has a relatively clear approach to operating these three brands. As the general agent of Changgu Ceramics in the Central and Southwest Region, the company has developed more than 40 secondary outlets after years of hard work; for Champion Tiles, Mei Huan said that while maintaining its high-quality advantages of ingenuity, it should increase its brand Marketing efforts; as for ICC Ceramics’ brand attitude of excellence and unique brand tone, Mei Huan believes that it should cooperate with high-end design studios to strengthen the market layout in the commercial space field. During the conversation, Mei Huan revealed her love for ceramic tile products and her confidence in the Chongqing market.
08
Sharing value with customers is the way to long-term development.
——Cai Hong, General Manager of Chongqing Italian I.T Ceramics
Cai Hong has been engaged in the ceramic industry since 2003 and currently represents Italian I.T ceramic tiles. Before acting as an agent for this brand, Cai Hong inspected related brands for half a year, including many first-tier mass brands. Regarding the reason why he finally chose Italian I.T ceramic tiles, Cai Hong said that he very much agrees with I.T's brand concept and operation model. This brand is also very consistent with his current team status and consumers' demand for high-quality products. After understanding that I.T has established hundreds of stores across the country, and dealers have a high degree of recognition for I.T. Coupled with I.T's differentiated advantages in products, Cai Hong was very determined to sign the brand and open it in Chongqing A new exhibition hall will be built in the entrance hall of Juran Home Jinyuan Store.
Cai Hong, General Manager of Chongqing Italian I.T Ceramics (2nd from left)
Cai Hong said that being an I.T dealer has brought him a lot of happiness. He is usually happy to recommend I.T to designer friends and consumers. Designer friends and consumers also particularly like I.T's products, and the order return rate is very high. Cai Hong also created a designer sharing platform on the top floor of Juranzhijia Jinyuan store for the majority of designers to use. He believes that doing business is not simply about selling ceramic tiles to customers. Only sharing value with customers is the way to long-term development.
09
Chongqing Samit never sticks to a single channel, and its advanced layout is inseparable from a mature and stable team.
——Yang Minghui, General Manager of Chongqing Summit Ceramics (Sanhui Building Materials)
Yang Minghui is the first Fujian businessman interviewed by the "Tao Xing China" investigation team after arriving in Chongqing. His company Sanhui Building Materials is also Chongqing's leading building materials company. According to its disclosure, Sanhui Building Materials began to represent the Samit tile brand in 2008. Currently, there are about 130 team members in Chongqing Samit. The staff is very stable and has strong "combat capabilities." He said that Chongqing Samit has never stuck to a single channel. With a mature and stable team as usual, Chongqing Samit's channel layout is naturally at the forefront of the market.
Yang Minghui (2nd from left), general manager of Chongqing Summit Ceramics (Sanhui Building Materials)
It is reported that as the trend of home decoration changes from European and American styles to modern simplicity, Sanhui Building Materials dares to be the first to take the lead and build the first store in Juran Home Expo Park store in 2016. Exhibition hall in modern minimalist style. Yang Minghui believes that this is the key to Samit's continued leadership in Chongqing's market share. In addition, in the promotion of graphene heating products, Chongqing Samit took the lead in creating a whole-house graphene product experience room with wall + floor; as for the currently popular slate products, Chongqing Samit can sell a certain amount every month A large number of finished slate dining tables are produced, and the home applications of slate are displayed on a large scale in the store. It can be said that in Yang Minghui, the pioneering spirit of Fujian businessmen was fully brought into play.
The 2021 "Tao Xing China" national ceramic tile and sanitary ware market survey [Chongqing Station] is still ongoing. rightRegarding the Chongqing ceramic tile market, the "Tao Xing China" research team will further pay attention and write articles, so stay tuned!
