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The last issue of China Ceramics Network's "Ceramic Industry Face to Face" interview column went to SK (Shenke) Ceramics (hereinafter referred to as "SK"), focusing on the theme of "How to choose the right brand for doing ceramic tile business" and SK Sales General Manager Tao Shengcheng , SK Changde dealer Luo Huafeng discussed. After some discussion, Tao Shengcheng pointed out that ceramic tile dealers must consider three aspects when choosing a brand: first, whether the brand's status is a steady upward trend; second, whether the brand's positioning can add points to the channels you are good at; The third is whether the brand can achieve high returns.
At the beginning of 2021, SK launched an all-round refresh and upgrade from multiple dimensions such as brand positioning, brand vision, business model, product system, and terminal services. Starting from consumer demand, SK has repositioned the brand as "high value", created a high-end differentiated brand, and provided the market and dealers with more high-looking, high-quality, and high-value-added products. Under this positioning, SK teamed up with design giant Cai Zhuyuan to propose the concept of "super terminal" to accurately target dealers' customer groups in different regions with strong product advantages and scenario-based consumer experience, helping dealers achieve rapid profitability.
In this issue of "Ceramic Industry Face to Face", China Ceramics Network went to the "Super Terminal" benchmark store built by SK in Foshan Juran Home, and talked with Tao Shengcheng, SK's sales general manager, Cai Zhuyuan, founder of Boss Road Design, and SK Foshan dealer Huang Ruilong deconstructs SK's "Super Terminal" high-value and high-return model.
1
Birth: Sales-oriented, high-value and high-return low-level logic
The concept of "HyperTerminal" was born from a collision of ideas.
Tao Shengcheng introduced that when discussing how to build a more competitive new generation of SK image stores, Cai Zhuyuan proposed the concept of "super terminal". Cai Zhuyuan said, “I hope that in the future, SK’s image store will be able to stand out in the entire store, or even the entire market, and highly match the brand’s positioning and tone. The details of the exhibition hall design such as soft furnishings, slates and craftsmanship, etc. It must be very competitive in all aspects and have a sense of spatial experience. "As a design expert who has been deeply involved in the home furnishing industry for many years and has designed many benchmark ceramic tile showrooms or specialty stores, Cai Zhuyuan has a good understanding of the terminal ceramic tile market. Based on his prediction of future consumer market trends, he further described the image of a "super terminal" ceramic tile store.
▲Cai Zhuyuan, founder of Boss Road Design
For SK, which wants to build a high-end differentiated brand, Cai Zhuyuan proposedThe design concept of the image store is exactly consistent with its "high value" brand positioning and tone. Tao Shengcheng said that in addition to reflecting the height of the brand, the "super terminal" defined by SK must ultimately return to actual sales. That is to say, it can sell goods and can focus on the strategic core of the brand: high value and high return.
SK’s biggest advantage in supporting the launch of Super Terminal is its relatively balanced high-value product system. According to Tao Shengcheng, SK's high-value product system includes a full range of products with mid-range to high-end positioning. Mid-range products are the "mainstream" retail products in the terminal market. At the same time, they highlight SK's brand characteristics in the "mainstream", with higher appearance and better quality, ensuring that dealers can make profits and expand sales. High-end products are "leading" differentiated products. SK develops original products to match designers and high-end users. Such products can broaden dealers' high-end designer channels.
▲Interview scene
Based on this high-value product system, Cai Zhuyuan used his professional space design thinking to combine SK’s high-value products based on brand positioning, dealers’ customer channels, local urban characteristics, etc., and finally formed a It is a super terminal benchmark store that embodies the SK brand tone and can accurately connect to customer needs.
In addition, to achieve quick profits and high returns for dealers, the most important thing is brand empowerment. Therefore, the SK Super Terminal system also includes a brand empowerment system. Tao Shengcheng said that in terms of terminal empowerment, SK has equipped professional personnel and teams. The empowerment content includes training the dealer team on brand knowledge, sales skills, channel development and maintenance, and planning a series of regional activities. , guiding dealers to develop construction designers, retail sales channels, etc. "With the systematic and continuous empowerment of SK's professional team, combined with the dealer's own resource advantages, I believe that Super Terminal will be able to achieve the dealer's goal of quick profit or high value and high return."
2
Implementation: Market segmentation, store design accurately links customer needs
Regarding the store design of Super Terminal, Cai Zhuyuan expressed his creative ideas in the interview.
Cai Zhuyuan believes that in the past, store design was basically a set of drawings. Whether it was a first- or second-tier city or a fourth- or fifth-tier city, all stores were designed and built according to the same set of SI standards. However, with the market segmentation, the differences in customer aesthetics and product preferences in different cities are getting bigger and bigger. The market resources of dealers in different regions are also completely different. There are many factors that change the size and location of shopping mall stores. Therefore, the terminal ceramic tile stores in the future will It is no longer possible to do it in the form of SI standards. "Future terminal tile stores need to be segmented, analyze the core of the brand, match the market resources of dealers in different regions, and finally cut into store design and display to accurately link customer needs. What SK Super Terminal does is precise matching and linking. ”
▲The host and Cai Zhuyuan visited the exhibition hall
In recent years, terminal store and warehouse rents have become higher and higher, and dealers' operating costs have continued to rise. At the same time, as consumption channels gradually subdivide, terminal traffic has become more and more dispersed. Under this situation, many ceramic tile dealers will choose to reduce their stores. The SK Super Terminal Benchmark Store is a customized store. During the design and construction process, it is inevitable to face many practical issues closely related to dealers, such as store site selection, store size and location, decoration costs, design and docking communication, etc. .
In this regard, Tao Shengcheng said, "SK's products are quite rich, and even a store with an area of more than 500 or 600 square meters can't display them all. We are also very aware that the rent of current shopping mall stores is very high, and the operating pressure of dealers is also very high. It’s very big. SK also thought about similar issues when it proposed the Hyper Terminal. We invited Mr. Cai to design the Hyper Terminal benchmark store because we hope that no matter whether the dealer’s store is large or small, it will be designed and built by professionals. The trial and error rate is lower, which ultimately not only successfully improves the market competitiveness of the store, but also improves the efficiency of store construction and reduces store decoration costs, allowing dealers to quickly enter the market and achieve profitability quickly. ”
▲SK Sales General Manager Tao Shengcheng
“The high cost of decorating a store depends on the efficiency. If the decoration time is long, the cost will certainly be high. In fact, with Mr. Cai’s professional store design, the construction of SK Super Terminal benchmark store and the decoration of ordinary stores The investment required is not much different.” In addition, Tao Shengcheng also revealed that SK will have certain support for the design and construction of the Super Terminal benchmark store.
3
Identification: Two-way choice between the brand and the dealer to reach a consensus
When it comes to SK's criteria for selecting dealers, Tao Shengcheng said that the choice between the brand and dealers is mutual. The most basic thing is that both parties must reach a consensus on their concepts, such as whether the brand's products match the dealer's channels, and the dealer's customer base Whether it matches the brand’s positioning, etc.
Focusing on the topic of cooperation between brands and dealers, this issue of "Ceramic Face to Face" also specially invited Huang Ruilong, a dealer of SK Foshan, to share his story of joining hands with SK.
▲SK Foshan dealer Huang Ruilong< /p>
Huang Ruilong has been engaged in the building materials industry for many years and has been focusing on engineering and home decoration channels. In recent years, he has begun to transform into retail channels. He believes that the mid-to-high-end ceramic tile retail market will be a very big growth point in the future. "I have always admired SK's attitude of insisting on original design. After SK upgraded its brand image, I immediately felt that the tone of the brand and the style of the products are very consistent with the future development direction of our company and match our customers. demand. After talking to Mr. Tao, we hit it off and the cooperation was quickly finalized. ”
Huang Ruilong said that one aspect of SK that impressed him most was product design. At present, young consumer groups and high-end users no longer want traditional and boring brands, but want to buy good-looking and high-quality products. SK's product system is very rich and comprehensive, with both domestic and imported products. The original products are even comparable to imported products. It is a very good franchise choice among mid-to-high-end ceramic tile brands. "Consumers only need to spend 1/3 of the price of imported ceramic tiles to enjoy ceramic tile products that are the same as or better than imported ceramic tiles. This advantage is very impressive to the new generation of consumers."
▲Real shot of SK Foshan Juranzhijia Super Terminal Benchmark Store
To capture the mid-to-high-end ceramic tile retail market, it is necessary to have a terminal store that can reflect the height of the brand and allow customers to experience the space atmosphere. Huang Ruilong expressed great satisfaction with the Foshan Easyhome super terminal benchmark store jointly built by SK and Cai Zhuyuan. He said, "The overall effect of the store has met our needs. After entering the store, most consumers said that it feels completely different from other brands. The entire store has been carefully designed from the door design to product display to the space atmosphere. It has a sense of high-end and successfully improved the grade of ceramic tile stores.”
4
Design: Create a super terminal through precise matching of people, goods and yards
During the interview in this issue of "Ceramic Industry Face to Face", in order to allow netizens in the live broadcast room to experience SK Foshan Juranzhijia Super Terminal Benchmark Store in person, Cai Zhuyuan led the host to visit the exhibition hall while explaining the design concept of the store. Come.
Cai Zhuyuan said that the most important thing in designing a super terminal store is to find the entry point for brand image positioning and accurate product matching based on the dealer's market resources and customer groups. During the design process, we must consider how to express the core of the brand, how to present the product to attract customers, how to design the scene to achieve sales conversion, how to create a fully functional space in a limited area, etc. Facing different local markets and different dealers, the product mix and space functions of super terminal stores will change.
▲SK Foshan Juran Home Super Terminal Benchmark Store
Take the SK Foshan Juranzhijia Super Terminal Benchmark Store as an example. The door is made of SK high-value slates, which emphasizes the brand tone or fashion sense. At the same time, the unique arc design makes the slates processed to the floor. The craftsmanship effect is vividly displayed. In addition, the door head changes from the traditional door shape, and the design of retreating into advancing allows consumers passing through the mall to stay and rest at any time, which fully reflects the warmth of the brand.
▲SK Foshan Juran Home Super Terminal Benchmark Storefront
Stepping inside the store, the traditional front desk was removed due to the limited store space, and it was designed into a scenario-based space of open kitchen + Western-style living room that is most likely to impress customers. "Here, we can drink tea and chat with customers in a relaxed and happy manner; we can also provide customers with ordering services; intelligent charging equipment is installed for customers on the island..." Such a situational space experience blurs the functional areas of the store. , but at the same time create a multi-functional area.
▲SK Foshan Juran Home Super Terminal Benchmark Store Kitchen + Living Room span>
The store does not necessarily have to have many model rooms but it must have them. A luxurious master room must have such a spacious bathroom, and at the same time, there are many humanized soft furnishings and accessories placed in the space. "The tea room is a scenario-based display space where customers and sales staff can comfortably drink tea and discuss orders. After selecting a product and needing to match it, there is no need to go to the material selection area. There is a special sample area behind it for customers to compare. , selection. The tea room is both a negotiation room and a material selection area.quo;
▲SK Foshan Juran Home Super Terminal Benchmark Store Bathroom + Tea Room< /span>
“As a strong designer channel brand, SK often organizes designer salon activities. This model room with a long island table is built for peers or designers to communicate and share designs.” The display of samples in the space is also very particular. , color changes, different numbers, product layout, matching channel products, etc. will be carefully considered. The floor is paved with a very eye-catching black slate, and the entire space adopts a mirror effect, further showing the extension of the slate.
▲SK Foshan Juran Home Super Terminal Benchmark Store Activity Area
Overall, although the store is not large, after professional design, the overall space effect is quite exquisite, and the functions are very comprehensive.
Finally, Cai Zhuyuan concluded that the design idea of SK super terminal stores is to accurately match people, goods and places. At the same time, super terminal stores are undergoing upgrades and changes, which require the joint efforts of designers, brands and dealers to implement them in order to create better high-end differentiated ceramic tile brand stores.
(Author: Sitao)
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