Wen/Si Tao
Recently, catalyzed by the COVID-19 epidemic, ceramic companies' online marketing capabilities have rapidly improved, and investment promotion has begun to take place online. Mr. Zhongtao frowned and found that this matter... was a bit familiar. Online investment promotion, China Ceramics Network started "playing" in 2015.
In 2015, China Ceramics Network launched the "Investment Helper" to help member companies combine "online + offline" investment and franchising: match intended dealers and intended purchasing information for companies, publish investment information; screen intended dealers The conditions for joining are matched with high-quality brands. Relying on the high weight advantage of China Ceramics Network, "Business Helper" gathers information from thousands of dealers seeking brand cooperation every day, builds a communication bridge between manufacturers and dealers, greatly saves intermediate costs for both parties, and successfully creates Many cases of signing contracts to open stores.
Thanks to the "Investment Assistant" platform, Zhongtaojun has obtained a lot of information about the terminal market. In order to help upstream manufacturers (brands) understand terminal developments in a timely manner, Zhongtaojun has been regularly sorting, summarizing, and analyzing investment and franchising information, and publishing it in the form of briefings. What I share with you today is the investment briefing from March to April. Previous reports can be viewed at the end of the article.
Basic data summary
1. From March to April, China Ceramics Network's "Investment Helper" platform received a total of 222 pieces of franchise information, including 168 valid franchise information and 54 invalid franchise information. Most of the invalid information was due to the temporary inability to get in touch, and only 5 dealers made it clear that they would no longer consider joining. Compared with January and February, the number of franchise information has greatly increased. It can be seen that the terminal sales market of the ceramic industry has basically returned to normal.
2. According to statistics, 84% of intended dealers have relevant industry experience, and 16% are lay entrepreneurs without relevant industry experience. Compared with the past, the number of inexperienced entrants has increased significantly, indicatingAlthough the ceramic industry has been “Winter” is shrouding the world, but its prospects are still relatively promising.
3. Investment amount: According to statistics, 76 dealers intend to invest less than 200,000 yuan, 92 dealers intend to invest 210,000 to 500,000 yuan, and 18 dealers intend to invest 510,000 to 1 million yuan. There are 5 companies with more than 1.01 million, and the remaining 31 companies have not specified the amount of investment they intend to invest, and it will depend on the situation. It can be clearly seen that more than two-thirds of dealers intend to invest less than 500,000, which shows thatdealers tend to be rational in investment and franchise, and have a psychological investment budget Medium to low.
4. Provinces in demand: According to the analysis of franchise information, The provinces in demand for franchises are mainly concentrated in Shandong, Jiangxi, Anhui, and Zhejiang in East China, and Hunan and Henan in Central China. , Guangdong, Guangxi, Hebei, Shaanxi and other regions in South China, the specific demand information is shown in the figure below:
5. Franchise form: 28 intended dealers want to join the brand through retail stores, 90 intend to join through brand stores, 14 want to join as flagship stores, 72 want to join as regional general agents, and The remaining 18 people did not clearly indicate the form of franchise they wanted to adopt.
5 sets of important data
1. Statistics show that from March to April, there were 93 dealers designated to join first- and second-tier brands. "Brands that appeared at the same time include Asia Ceramics, Nobel PorcelainBricks, Jinyi ceramic tiles, Shunhui tiles, Jinsi Yuma tiles, Wrigley tiles, etc.
2. After verification by the platform customer service, 29 dealers are currently representing other brands and want to change brands to join. Zhongtaojun found that the brands currently represented by these dealers are many well-known brands in the industry, but they chose to change their brand management. The reasons behind this are worth pondering. This also serves as a warning to all ceramic companies that they should strengthen contact and interaction with dealers, understand dealers’ needs in a timely manner and provide assistance.
3. 22 dealers are currently representing other brands and want to add a franchised brand. In order to meet the product needs of more consumers and seize a larger market share, it is very necessary to act as an agent for brands with a full range of products. When one brand cannot meet the demand for a full range of products, it is inevitable for dealers to add franchised brands. This is also the reason why brands are committed to developing products in different categories, because for brands, full category products are an advantage.
4. After verification, 5 dealers stated that they represent ceramic tile brands for engineering projects. In addition, 7 dealers stated that they are currently doing so. Or have worked in the decoration industry (Obvious advantages in engineering channels), and want to find a ceramic tile brand to join. In the investment briefing from January to February, 5 dealers wanted to represent ceramic tile brands for engineering projects. From this, Zhongtaojun predicted that the terminal market for engineering bricks would explode this year. Now it seems that this is true. Should ceramic companies work hard on engineering bricks?
5. The information shows that 5 dealers have designated to join the slate (large slab) brand. Since the beginning of the year, the demand for rock slabs in the terminal market has gradually increased from 1(In the franchise information from January to February, one dealer designated to join the rock slab brand) To rank 5, this is enough to show that slate has gradually entered the hearts of dealers and consumers and is no longer just a "one-man show" for upstream manufacturers (brands).
4 important requirements
While compiling investment and franchising information, Zhongtaojun found that there are individual dealers’ franchising needs worthy of attention:
1. Some dealers require that the franchised brand must be a Foshan brand.
2. Some dealers believe that it is best for franchise brands to have stores on Taobao and JD.com.
3. A dealer wants a brand with low agency fees but high visibility.
4. Some dealers want to represent brands with low-price products and good quality. In addition, there are also dealers who want to represent brands with complete product categories and medium prices.
The above is part of the information that Zhongtaojun analyzed from the investment and franchising information from March to April. We hope it will be helpful to manufacturers (brands). If you want to know more investment information, please pay attention to the WeChat official account of China Ceramics Network.
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