Like the real estate industry, the building materials industry has always had the tradition of “golden nine silver and ten silverâ€. The industry has said that “in the first half of the year, we look at '3·15' and in the second half of the year, we look at 'golden nine and ten'â€. Building materials in September and October have been building materials. The golden period of sales.
This year, affected by the economic environment and the regulation of the real estate market, the building materials market has been stuck in the winter period. Prices and sales have basically remained at the level. 3.15, Ching Ming, May 1 ... These golden years of the calendar year have not been reproducible this year, or just a flash in the pan.
Since September, major building materials companies have been gearing up to seize the opportunity in the second half of the business war. “Just needed to be finally stimulated, with the feeling of warm spring.†Mr. Lan Weibing, Director of the Foshan Ceramics Office of the China Ceramic Industry Association, was full of confidence. “These information feedback from the terminal sales market tells us that the market is gradually recovering. â€
Pre-heating of factory promotions In fact, starting from the end of August, major building material brand manufacturers, major home stores, and major event curators have begun preparations for the upcoming busy consumer season.
On August 7, the two salesmen from Champions League and One Home set up a posture at the Club House and Gaode Meiju Zhujiang New City store, and together they promoted and promoted the promotional activities on August 18th. .
If the battle for sales in August is to be warmed up for “Jin 9 Silver 10â€, the September sales promotion has really made the sale the most prosperous.
On September 9th, the Foshan Xinzhongyuan Ceramics Factory organized a group purchase and extended the consumers' radiation surface from Foshan and Guangzhou to Heyuan. The group purchase price hit a record low the same day. On the same day, Samiite Ceramics also organized the Sanitary Mention Factory in Sanitary Factory in Foshan. More than a hundred Guangzhou consumers took the free bus to the factory's showroom and decided on the site. A large number of special products were as low as 15%, and all products were capped 50% off. In addition, free lunches, live sweepstakes, buy gifts and other activities are also provided.
For a time, factory group purchases and factory direct supply have become the most fashionable consumption patterns in the building materials industry. Consumers are also happy to enjoy the benefits. They don’t have to work hard to run their own stores, but instead they are picked up by the manufacturers and warmly received.
Next, the factory outlets of building materials companies such as European and American ceramics, Eagle ceramics, and Guanzhu ceramics are also preparing to launch one after another.
In addition to the factory direct sales, major home stores have been actively involved in the market and the environment after experiencing the considerations and trade-offs of a cold winter period. They have taken the lead in planning promotions and discounts for building materials brands stationed in the market.
From September 15 to 16, the first Pearl River Delta Furniture Manufacturers Union price-raising conference will be held at the Wansheng Furniture Exhibition Center in Panyu District. At that time, all products will be restocked on the basis of a one-stop replacement by the manufacturers. Patches. This also kicked off the "Golden 9 Silver 10" promotion campaign.
Immediately after that, from September 22 to 23, Hongshuwan Home will also hold the "Annual National Day Price? Furniture League Annual Discount Great Benefit Battle" and provide a free bus at the West Gate of Sports West.
In addition, the home stores in Zhongshan and Foshan will also be opening their promotional activities from mid-September to October 1st.
Of course, the exhibition event will not miss this golden period. On September 7, the 30th China (Guangzhou) International Furniture Fair and the 2012 China (Guangzhou) International Home Accessories and Home Textiles Fabric Exhibition opened at the Pazhou Convention and Exhibition Center. On September 22-23, the 13th Guangzhou Decoration & Building Materials & Furniture & Electrical Appliances Man-Made Group Meeting will also be held. The high-end owners who recently reclaimed and refurbished the Guangzhou area will participate in the event to provide brand-name businesses with online and offline services. Fully integrated marketing and promotion.
The volume of ceramics in September increased by 10 times from the previous month. Based on the experience of previous years, it is the season for shipments in September. This year is no exception.
Apart from preemptively intercepting customers and seizing market share, other major building materials manufacturers think and do more. How to increase output and increase inventory, in order to meet the market demand for “Golden 9 Silver 10â€.
Data show that in the first half of 2012, the loss in the ceramic industry increased by more than 47%. In the first half of the year, the downturn in the ceramic tile market for more than four months has brought huge losses to many dealers. There have been a certain number of production cuts and production reductions in major production areas across the country, and companies need a favorable time to resume production. The "Golden September 9 Silver" is a perfect time.
“Our company will resume production at the beginning of September. At this time, ceramic tile market sales will rebound. We will use this opportunity to make the company rise rapidly.†Keda ceramics company official said that the Kodak ceramics company stopped production in April this year. After a difficult period of time, he began to plan for Nirvana's rebirth.
For Foshan ceramics companies that are relatively mature, restoring production does not seem to be a real problem. Now they are rushing to increase their inventory.
“In the ceramics enterprises in Foshan, some relatively weaker companies may have a steady growth in the golden period due to their strength, or a slight increase in single digits.†Lan guard told reporters, “But for some big brands, This is an excellent period for rushing sales. There will be a big increase in overall or."
The Blue Guard analyzed that starting from last Saturday, the market's terminal information shows that the just-needed consumption of ceramics is gradually appearing and being stimulated. Although the large volume has not yet appeared, but "the market has begun to gradually warm up."
Perhaps based on the judgment of the traditional market cycle, perhaps based on the increase in sales at the end of August, perhaps driven by the overall atmosphere of the market. "As far as I know, there are now more major brands of Foshan ceramics this month than in August. Increased 10 times." Blue guards emphasized to reporters.
Most of the extra volume is for personal home improvement or engineering or business?
“Mainly to take the retail channels, that is, personal home improvement.†Blue Guards said that the market development of large-scale infrastructure projects has been relatively stable, with a small amount, and is supplied by designated manufacturers. For most of the Foshan ceramic enterprises, it is a piece of paper. Hard to enter the market.
Innovative products are popular When the cakes in the market are gradually released, building materials companies want to get a share, but it seems that not everyone can do it.
According to the reporter, even in the “cold winter†period of building materials in the first half of the year, the products that are welcomed by the market are not ordinary or overdue products with big promotional marks, but are innovative products with high technological content.
Taking ceramic products as an example, polished tiles and antique bricks have matured in the market and have undergone a longer test in the market, and because their technology has been mastered by most ceramic enterprises, the price has gradually declined, and it can be said to be inexpensive. However, due to insufficient innovation, it is no longer favored in first and second-tier cities, mainly occupying the ceramic market in third-tier cities.
In Beijing, Shanghai, Guangzhou, Shenyang and other first- and second-tier cities and coastal cities, due to their strong economic capabilities, high demand for home building materials, and strong demand for rigid decoration, they have already demonstrated ceramics in early September. The product just needs.
The Blue Guards explained to reporters that at present, in the ceramic market of coastal and first and second-tier cities, the most demanding products are innovative products, that is, new products with high technological content and many innovative elements.
According to reporters, people in the industry understand that at present, there are mainly three kinds of innovative ceramic products that are popular on the market. One is a marble tile. It is derived from the rough stone, but is cheaper than the original stone, and it is processed better. The choice is more diversified and personalized. In addition, the environmental performance is better, and the radiation effect of the marble stone is effectively avoided.
The second is microcrystalline stone, which is a new type of building material, using natural inorganic materials, using high-tech sintering after two high-temperature sintering. It began to be popular last year. At that time, only 20 brands had mastered technology. This year, more than 60 pottery enterprises have mastered technology and generated products in addition to the series, so prices have fallen and they have gradually gained the favor of more consumers.
The third is fully polished glazed tiles, which combines the production technology of glazed tiles and polished tiles, with both advantages. The brick surface is smooth and bright like a polished tile. At the same time, its design is rich in patterns like glazed tiles, and its color is heavy or beautiful. In addition, it is even, dense, stable, and safer than natural stone. Of course, the production process requirements are also higher, so the cost is higher, the price is not cheap, mainly sought after by high-end customers.
Jin Jiuyin and Shiyin should apply for service cards. When some companies use "Jin 9 Silver 10" to obtain promotional benefits, some big brand companies are more concerned with the promotion of brand image in the face of "Jin 9 Silver 10", through deepening services, guiding new consumer concepts, etc. Ways to increase consumer awareness of the brand and recognition of the concept spread by the brand, thus building reputation and loyalty among consumers.
Zhu Changling, chairman of the China Furniture Association, said that in the current severe market situation, Jin Jiuyin 10 may usher in a small sales peak, but it is also not optimistic. "Now the sales situation is not good, it is difficult to think of a peak." Zhu Changling said.
At the same time, he also reminded businesses that they should rationally look at the "Golden 9 Silver 10", conscientiously do a good job in the market and do a good job of services.
In response, the Blue Guard expressed his approval. He said: “While focusing on expanding market share and impacting on sales volume, building materials companies must also pay attention to consumers' terminal feelings, and supporting services must keep up to date.†He pointed out in particular that “ In the "Jinjiyinshi", manufacturers and distributors usually use the promotion model of new products with old products. The general ratio is 2:8, that is, buy 20% of new products and tying 80% of old inventory products. New markets also effectively clean up inventory.
"However, in this type of tying and inventory clearance, we must pay attention to ensuring product quality." Blue Guards said that with antique tiles as an example, due to the limitations of the production process, different batches of products may show a slight color difference. It is hoped that the sales staff will not make mistakes in their busy schedules. If they are misbranded, it is easy for the brand to lose consumer trust.
For building material manufacturers and distributors, it is also well known that this is particularly important.
An Meng bathroom bath club home shop manager believes that "doing promotions will fight service." He said that the current competition in bathroom products is relatively fierce, and there are no obvious traces of price on the price. Now it is necessary to make more efforts in services, such as free measurement, free installation, free answers to product problems during use, and the warranty period. Services will be provided outside of the time. If it is man-made damage, it will be charged, as long as the family purchases the brand's products, even if there are problems with other products, you can also answer questions free of charge.
The rise of the brand alliance against the market The promotion war in the peak sales season is already an example of an annual dish. It is worth noting that because of the increasingly fierce competition, a new type of Bao Tuan brand alliance is emerging and has achieved unsatisfactory results.
On August 18th, the Sofitel Hotel Guangzhou Shengfeng was full of people. The “Presidential Preservation Club†group buying event organized by the Guangzhou Champions League was so hot that it almost went out of control and became a fire in this “winterâ€.
On the day of the event, presidents of several major brand companies visited the site and insured prices, attracting more than 1,500 consumers to bid on the site. More than 1,100 orders were signed for the entire event and a deposit of more than RMB 10 million was received. The sales amount is expected to reach more than RMB 100 million, of which 20% The next scheduler orders all 11 products.
The Champions League was originally formed by the European-style cabinets, nature flooring, Dongpeng Ceramics, Midea Air Conditioning, NVC Lighting, and Anhua Sanitary Ware in 2009 and gradually expanded to nine brands and opened it not long ago. The first alliance store.
If the Champions League is the first company that has tasted crabs as its building material company, in August of this year, another new Baotuan entered the Guangzhou market. On August 18th, “Home Furnishings†also launched “The First Guangzhou Home Building Materials Factory direct supply. The meeting was allegedly set at 2.4 million on the spot.
"A home" emerged, by the Blue Valley smart kitchen, closet wardrobe, Xinzhongyuan ceramics, Germany Marburg wallpapers, Hongbao source wooden doors, Rome international fabric, Faenza sanitary ware, VVSOFA, Fringel floor 9 Home business composition.
In this regard, Professor Lu Taihong, a professor of international marketing and a doctoral student at Sun Yat-Sen University, believes that branding is a compound alliance of “organization + brandâ€. There is still considerable room for development in terms of resource integration. The alliance should establish a unified one. Brand marketing platform, enhanced interaction, unified services, and attract more high-quality brands to join, to meet the urgent needs of consumers one-stop decoration.
This year, affected by the economic environment and the regulation of the real estate market, the building materials market has been stuck in the winter period. Prices and sales have basically remained at the level. 3.15, Ching Ming, May 1 ... These golden years of the calendar year have not been reproducible this year, or just a flash in the pan.
Since September, major building materials companies have been gearing up to seize the opportunity in the second half of the business war. “Just needed to be finally stimulated, with the feeling of warm spring.†Mr. Lan Weibing, Director of the Foshan Ceramics Office of the China Ceramic Industry Association, was full of confidence. “These information feedback from the terminal sales market tells us that the market is gradually recovering. â€
Pre-heating of factory promotions In fact, starting from the end of August, major building material brand manufacturers, major home stores, and major event curators have begun preparations for the upcoming busy consumer season.
On August 7, the two salesmen from Champions League and One Home set up a posture at the Club House and Gaode Meiju Zhujiang New City store, and together they promoted and promoted the promotional activities on August 18th. .
If the battle for sales in August is to be warmed up for “Jin 9 Silver 10â€, the September sales promotion has really made the sale the most prosperous.
On September 9th, the Foshan Xinzhongyuan Ceramics Factory organized a group purchase and extended the consumers' radiation surface from Foshan and Guangzhou to Heyuan. The group purchase price hit a record low the same day. On the same day, Samiite Ceramics also organized the Sanitary Mention Factory in Sanitary Factory in Foshan. More than a hundred Guangzhou consumers took the free bus to the factory's showroom and decided on the site. A large number of special products were as low as 15%, and all products were capped 50% off. In addition, free lunches, live sweepstakes, buy gifts and other activities are also provided.
For a time, factory group purchases and factory direct supply have become the most fashionable consumption patterns in the building materials industry. Consumers are also happy to enjoy the benefits. They don’t have to work hard to run their own stores, but instead they are picked up by the manufacturers and warmly received.
Next, the factory outlets of building materials companies such as European and American ceramics, Eagle ceramics, and Guanzhu ceramics are also preparing to launch one after another.
In addition to the factory direct sales, major home stores have been actively involved in the market and the environment after experiencing the considerations and trade-offs of a cold winter period. They have taken the lead in planning promotions and discounts for building materials brands stationed in the market.
From September 15 to 16, the first Pearl River Delta Furniture Manufacturers Union price-raising conference will be held at the Wansheng Furniture Exhibition Center in Panyu District. At that time, all products will be restocked on the basis of a one-stop replacement by the manufacturers. Patches. This also kicked off the "Golden 9 Silver 10" promotion campaign.
Immediately after that, from September 22 to 23, Hongshuwan Home will also hold the "Annual National Day Price? Furniture League Annual Discount Great Benefit Battle" and provide a free bus at the West Gate of Sports West.
In addition, the home stores in Zhongshan and Foshan will also be opening their promotional activities from mid-September to October 1st.
Of course, the exhibition event will not miss this golden period. On September 7, the 30th China (Guangzhou) International Furniture Fair and the 2012 China (Guangzhou) International Home Accessories and Home Textiles Fabric Exhibition opened at the Pazhou Convention and Exhibition Center. On September 22-23, the 13th Guangzhou Decoration & Building Materials & Furniture & Electrical Appliances Man-Made Group Meeting will also be held. The high-end owners who recently reclaimed and refurbished the Guangzhou area will participate in the event to provide brand-name businesses with online and offline services. Fully integrated marketing and promotion.
The volume of ceramics in September increased by 10 times from the previous month. Based on the experience of previous years, it is the season for shipments in September. This year is no exception.
Apart from preemptively intercepting customers and seizing market share, other major building materials manufacturers think and do more. How to increase output and increase inventory, in order to meet the market demand for “Golden 9 Silver 10â€.
Data show that in the first half of 2012, the loss in the ceramic industry increased by more than 47%. In the first half of the year, the downturn in the ceramic tile market for more than four months has brought huge losses to many dealers. There have been a certain number of production cuts and production reductions in major production areas across the country, and companies need a favorable time to resume production. The "Golden September 9 Silver" is a perfect time.
“Our company will resume production at the beginning of September. At this time, ceramic tile market sales will rebound. We will use this opportunity to make the company rise rapidly.†Keda ceramics company official said that the Kodak ceramics company stopped production in April this year. After a difficult period of time, he began to plan for Nirvana's rebirth.
For Foshan ceramics companies that are relatively mature, restoring production does not seem to be a real problem. Now they are rushing to increase their inventory.
“In the ceramics enterprises in Foshan, some relatively weaker companies may have a steady growth in the golden period due to their strength, or a slight increase in single digits.†Lan guard told reporters, “But for some big brands, This is an excellent period for rushing sales. There will be a big increase in overall or."
The Blue Guard analyzed that starting from last Saturday, the market's terminal information shows that the just-needed consumption of ceramics is gradually appearing and being stimulated. Although the large volume has not yet appeared, but "the market has begun to gradually warm up."
Perhaps based on the judgment of the traditional market cycle, perhaps based on the increase in sales at the end of August, perhaps driven by the overall atmosphere of the market. "As far as I know, there are now more major brands of Foshan ceramics this month than in August. Increased 10 times." Blue guards emphasized to reporters.
Most of the extra volume is for personal home improvement or engineering or business?
“Mainly to take the retail channels, that is, personal home improvement.†Blue Guards said that the market development of large-scale infrastructure projects has been relatively stable, with a small amount, and is supplied by designated manufacturers. For most of the Foshan ceramic enterprises, it is a piece of paper. Hard to enter the market.
Innovative products are popular When the cakes in the market are gradually released, building materials companies want to get a share, but it seems that not everyone can do it.
According to the reporter, even in the “cold winter†period of building materials in the first half of the year, the products that are welcomed by the market are not ordinary or overdue products with big promotional marks, but are innovative products with high technological content.
Taking ceramic products as an example, polished tiles and antique bricks have matured in the market and have undergone a longer test in the market, and because their technology has been mastered by most ceramic enterprises, the price has gradually declined, and it can be said to be inexpensive. However, due to insufficient innovation, it is no longer favored in first and second-tier cities, mainly occupying the ceramic market in third-tier cities.
In Beijing, Shanghai, Guangzhou, Shenyang and other first- and second-tier cities and coastal cities, due to their strong economic capabilities, high demand for home building materials, and strong demand for rigid decoration, they have already demonstrated ceramics in early September. The product just needs.
The Blue Guards explained to reporters that at present, in the ceramic market of coastal and first and second-tier cities, the most demanding products are innovative products, that is, new products with high technological content and many innovative elements.
According to reporters, people in the industry understand that at present, there are mainly three kinds of innovative ceramic products that are popular on the market. One is a marble tile. It is derived from the rough stone, but is cheaper than the original stone, and it is processed better. The choice is more diversified and personalized. In addition, the environmental performance is better, and the radiation effect of the marble stone is effectively avoided.
The second is microcrystalline stone, which is a new type of building material, using natural inorganic materials, using high-tech sintering after two high-temperature sintering. It began to be popular last year. At that time, only 20 brands had mastered technology. This year, more than 60 pottery enterprises have mastered technology and generated products in addition to the series, so prices have fallen and they have gradually gained the favor of more consumers.
The third is fully polished glazed tiles, which combines the production technology of glazed tiles and polished tiles, with both advantages. The brick surface is smooth and bright like a polished tile. At the same time, its design is rich in patterns like glazed tiles, and its color is heavy or beautiful. In addition, it is even, dense, stable, and safer than natural stone. Of course, the production process requirements are also higher, so the cost is higher, the price is not cheap, mainly sought after by high-end customers.
Jin Jiuyin and Shiyin should apply for service cards. When some companies use "Jin 9 Silver 10" to obtain promotional benefits, some big brand companies are more concerned with the promotion of brand image in the face of "Jin 9 Silver 10", through deepening services, guiding new consumer concepts, etc. Ways to increase consumer awareness of the brand and recognition of the concept spread by the brand, thus building reputation and loyalty among consumers.
Zhu Changling, chairman of the China Furniture Association, said that in the current severe market situation, Jin Jiuyin 10 may usher in a small sales peak, but it is also not optimistic. "Now the sales situation is not good, it is difficult to think of a peak." Zhu Changling said.
At the same time, he also reminded businesses that they should rationally look at the "Golden 9 Silver 10", conscientiously do a good job in the market and do a good job of services.
In response, the Blue Guard expressed his approval. He said: “While focusing on expanding market share and impacting on sales volume, building materials companies must also pay attention to consumers' terminal feelings, and supporting services must keep up to date.†He pointed out in particular that “ In the "Jinjiyinshi", manufacturers and distributors usually use the promotion model of new products with old products. The general ratio is 2:8, that is, buy 20% of new products and tying 80% of old inventory products. New markets also effectively clean up inventory.
"However, in this type of tying and inventory clearance, we must pay attention to ensuring product quality." Blue Guards said that with antique tiles as an example, due to the limitations of the production process, different batches of products may show a slight color difference. It is hoped that the sales staff will not make mistakes in their busy schedules. If they are misbranded, it is easy for the brand to lose consumer trust.
For building material manufacturers and distributors, it is also well known that this is particularly important.
An Meng bathroom bath club home shop manager believes that "doing promotions will fight service." He said that the current competition in bathroom products is relatively fierce, and there are no obvious traces of price on the price. Now it is necessary to make more efforts in services, such as free measurement, free installation, free answers to product problems during use, and the warranty period. Services will be provided outside of the time. If it is man-made damage, it will be charged, as long as the family purchases the brand's products, even if there are problems with other products, you can also answer questions free of charge.
The rise of the brand alliance against the market The promotion war in the peak sales season is already an example of an annual dish. It is worth noting that because of the increasingly fierce competition, a new type of Bao Tuan brand alliance is emerging and has achieved unsatisfactory results.
On August 18th, the Sofitel Hotel Guangzhou Shengfeng was full of people. The “Presidential Preservation Club†group buying event organized by the Guangzhou Champions League was so hot that it almost went out of control and became a fire in this “winterâ€.
On the day of the event, presidents of several major brand companies visited the site and insured prices, attracting more than 1,500 consumers to bid on the site. More than 1,100 orders were signed for the entire event and a deposit of more than RMB 10 million was received. The sales amount is expected to reach more than RMB 100 million, of which 20% The next scheduler orders all 11 products.
The Champions League was originally formed by the European-style cabinets, nature flooring, Dongpeng Ceramics, Midea Air Conditioning, NVC Lighting, and Anhua Sanitary Ware in 2009 and gradually expanded to nine brands and opened it not long ago. The first alliance store.
If the Champions League is the first company that has tasted crabs as its building material company, in August of this year, another new Baotuan entered the Guangzhou market. On August 18th, “Home Furnishings†also launched “The First Guangzhou Home Building Materials Factory direct supply. The meeting was allegedly set at 2.4 million on the spot.
"A home" emerged, by the Blue Valley smart kitchen, closet wardrobe, Xinzhongyuan ceramics, Germany Marburg wallpapers, Hongbao source wooden doors, Rome international fabric, Faenza sanitary ware, VVSOFA, Fringel floor 9 Home business composition.
In this regard, Professor Lu Taihong, a professor of international marketing and a doctoral student at Sun Yat-Sen University, believes that branding is a compound alliance of “organization + brandâ€. There is still considerable room for development in terms of resource integration. The alliance should establish a unified one. Brand marketing platform, enhanced interaction, unified services, and attract more high-quality brands to join, to meet the urgent needs of consumers one-stop decoration.
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