Text/Catran
For ceramic companies that use the dealer agency model as their main sales channel, the importance of investment is self-evident. No matter how turbulent the market is, dealers are still an important sales channel for ceramic companies. In May 2019, the WeChat public account of China Ceramics Network pushed an article titled "4 Successful Cases to Understand How Ceramic Companies Take Advantage of Exhibitions to Recruit Investment". At that time, in view of the situation that ceramic companies were already struggling to attract investment through a single publicity and promotion method, the author once gave an example of how ceramic companies participating in the exhibition quickly attracted investment.
In just the past year, in addition to attracting investment through exhibitions and with the help of China Ceramics Network's online tool "Investment Helper", The most popular investment promotion model in the ceramic industry is the online live broadcast investment promotion that has emerged in the post-epidemic era.
Which one is more effective, exhibition investment or online investment?
Below, the author will compare the recently concluded 2020 Foshan Tanzhou Ceramics Exhibition with exhibition representatives and live broadcast investment promotion.
一
Feedback from ceramic enterprises on the effects of participating in the exhibition
For last week’s Tanzhou Exhibition, some exhibitors expressed surprise, some said they wanted to complain, and some exhibitors seemed to understand something through the exhibition. The surprise is because the returns obtained by the exhibitors at the exhibition exceed their investment, such as Wanda Xtron bathroom slate and Sesto ceramic tiles; the complaints are because the exhibitors complained about the noise, air conditioning, parking and other issues at the exhibition site. More complaints come from the lack of matching between exhibitors and the desired audience.
01 Feedback data from two exhibitors
02 Positive feedback from two exhibitors
Su Peigui, Chairman of Wanda Xtron·Bathroom Slabs< /span>
Wanda Xtron·Bathroom Slate(a brand of listed Wanda Xtron Company) There is no independent booth this time,Shared a booth with another brand. During the exhibition, the product promotion activities included: paper bags, model stands, and outdoor 3-meter-long advertising stands. Su Peigui, chairman of Wanda Xtron Bathroom Slate, said overjoyed: There are many new interested customers this time, which is very effective. Next, the brand will continue to participate in various exhibitions, such as Foshan Taobo in October. Conference, Guangzhou Design Week in December.
Dong Hongxiang, one of the people in charge of Sesto Ceramics, told the media during the exhibition: Nowadays, all major ceramic tile brands make slate, but we don’t do it, we only focus on it. Just make all the specifications and categories of ceramic tiles and make the product craftsmanship to the extreme. In the author's return interview with him after the exhibition, he said that the brand should participate in more exhibitions in the future to expand brand publicity, which is similar to Su Peigui's view.
03 Two exhibitors reported negative effects
A representative of a brand that has participated in the exhibition all year round analyzed to the author: Our cost of participating in the exhibition this time is about 1 million, but the investment cost of the surrounding leading brands to participate in the exhibition is at least 2 million or more. Therefore, if a brand hopes to obtain orders or play a role in attracting investment by participating in exhibitions, it is unrealistic.It plays a promotional role in demonstrating the strength of the brand in the industry. In terms of investment promotion effectiveness, it is better to spend money on advertising.
A representative of a certain brand that participated in the exhibition in its first year repeatedly asked the author on the second day of the exhibition: What do you think of this exhibition? I think there are many people in the same industry watching. Immediately afterwards, after "reflection" for a few days, he took the initiative to give feedback: The exhibition made the gap between the rich and the poor among brands vividly reflected, soin future exhibition brands either will not participate or If you participate, you need to invest more(activities outside the booth during the exhibition, promotional materials, etc.), otherwise, With product homogeneity, what does a brand rely on to attract onlookers?
It can be seen that ceramic companies hope to achieve the purpose of attracting investment through participating in the exhibition, either by making their products unique or ultimate, and the products are still the magic weapon for winning, or by fully displaying their brand strength during the exhibition, but the investment will definitely be huge. Unless the ceramic enterprises really just want to demonstrate their strength through the exhibition, If the purpose of attracting investment and displaying brand strength cannot be achieved, it will just be a passing participation.
二
Current status of ceramic enterprises’ online investment promotion
In the first half of 2020, ceramic companies have accelerated their online live broadcast marketing efforts under the influence of the epidemic. At the end of April, the author wrote an article"A live broadcast successfully attracted 2.9 Hundreds of millions of fans are watching, what’s the secret? 》, mainly writes about the attraction of brand online live broadcast marketing. ButWhat is strange is that with the domestic epidemic under control, more and more ceramic companies are keen on live broadcasting investment promotion activities online. Let’s take a look at the brand’s online investment promotion actions in the past week.
01 Monte Carlo Tile
Monte Carlo Tile Global Online Investment Promotion< /span>
On the afternoon of July 27, “2020 Light Investment to Build Exquisite Brands—Monte Carlo Ceramics Global Online Investment Promotion” broke the traditional investment promotion method of the ceramic tile industry, proposed light investment agency, broke through geographical limitations, and “zero distance” "Showing the exquisite brand strength of Monte Carlo ceramic tiles. It is reported that this live broadcast investment went through 100 hours of preparation. 5 drones were used on site to take stunning aerial photography, 25 cameras were used to focus on multiple dimensions, and 13 groups of photographers and more than 60 staff members were on standby. The live broadcast connected Chen Huan, president of the Guangdong Ceramics Association, and Yin Hong, secretary-general of the Foshan Ceramics Industry Association, and also invited Mr. Zuo Jun, the interior design master Bolande, chief designer of decoration design. During the live broadcast, the whole country was Excellent dealers from all over the country also came forward to give their own opinions. This massive investment promotion conference allowed Monte Carlo Ceramics to "sign in" many customers with intention to join.
02 Shenke Tiles
Shenke Ceramics Live Broadcast Investment Promotion News< /p>
On the evening of July 27th, "Customize 100, grab Shenke - ShenkeCeramic Ceramics Online Live Broadcast Investment Conference" takes the customization 100 model as its core competitiveness, highlighting the brand's differentiated advantages. Tao Shengcheng, general manager of Shenke Ceramics, revealed that the concept of the customization 100 model covers products such as customized products for dealers, customized stores, customized Channels, customization teams, etc., while providing great support in the sample section, allowing dealers to invest less, achieve high returns, and implement quickly. It is reported that Shenke Ceramics also participated in the Tanzhou Exhibition, but there was no gain in investment during the exhibition. The brand said: Having done regular business promotion actions before participating in the exhibition, all actions(Including participating in exhibitions)The main purpose is to attract investment and customers for the live broadcast
03 KT tile
KT Ceramics Live Broadcast Investment Promotion News
On the evening of July 23, "KT Ceramics [3,000 yuan in cash, turning wood into gold] 723 New Profit Model National Online Investment Promotion Conference" successfully launched small category investment promotion activities through a series of preferential investment policies to "lock in 52 cities" "The perfect number to end. The author happened to visit the KT Ceramics Exhibition Hall (that afternoon) on the eve of this investment promotion event. At that time, the brand Founder and the third-party company jointly organized (Xinwang Zhiye, Yuxin Technology)Have an intensive meeting to prepare for the evening event, and analyze the points that potential customers will pay attention to and the problems that will be encountered at the live broadcast site. In the author’s opinion, full preparation is the key to the success of the event.
三
Reflection of investment in online investment
The above data and results all reflect the optimistic state of brand live broadcast investment. Compared with participating in an exhibition, what about the cost investment (manpower, expenses, etc.) of live broadcast investment?
01 Conventional ground pushing function
KT Tile General Manager Zhou Jie revealed: In the early stage of KT Tile's "723" live broadcast investment promotion event, the salesperson first went to the terminal to promote the site, which took a month. Although the investment policy has been relaxed, we still have very high requirements for our target groups. And the overall market environment has been affected this year. Customers who can invest in new brands are even more To be cautious, the accuracy of matching will be higher, and the actual investment cost will be reduced. You must know that brands must also use investment costs wisely.
02 Third-party results-oriented
As mentioned above, the 2020 COVID-19 epidemic has accelerated the development of online activities by ceramic companies, and has also nourished many third-party companies that conduct online live marketing activities. Therefore, the author once believed that no matter how bad the economic environment is this year, the most prosperous ones are these third-party companies that directly operate online activities of ceramic enterprises or provide online live broadcast event technology for ceramic enterprises. Indeed, for example, Xinwang Zhiye, which has conducted online live broadcast investment promotion activities for many ceramic companies, has almost fully booked its monthly "schedule" after creating several successful cases. However, the brand partner revealed: Our early cooperation fees for third-party companies are very small, mainly based on the results. Their fees will be linked to various aspects such as the performance of live broadcast investment.
……
To sum up, compared with the work involved in the exhibition (booth rental, booth design, booth construction, material transportation, personnel preparation, etc.), the work of online investment promotion will be simpler.
Of course, the key to a successful live broadcast investment promotion activity lies in: "First, the sales staff’s selection of customer invitations; second, the treasuring of customers in the early stage Marketing; third, shaping the advantages of the enterprise and brand; fourth, shaping the value of the live broadcast room". This is the "secret" of live broadcast investment promotion shared by Zeng Huiwang, the founder of Xinwang Zhiye, with the author.
I believe that many brands are still struggling for performance at this moment. May you have a fruitful harvest.
Author: Maoran
