"I want to find a ceramic tile brand, preferably one that doesn't require inventory." Recently, some interested ceramic tile dealers have made such a request when looking for franchise brands through the investment assistant of China Ceramics Network.
Three feet of ice does not freeze overnight. Since 2015, the proportion of ceramic tile retail channels in omni-channel sales has continued to decline. At the same time, various costs such as store rent, warehouse rent, and employee salaries have been rising. Dealers The era of "you can just sit back and make money if you have the goods on hand" has long come to an end. In addition, in recent years, various product "trends" in the ceramic industry have been coming one after another. Product updates are getting faster and faster, and brand product lines are getting longer and longer. Many dealers' inventories are already in a non-healthy state, and they have begun to choose to stock less, In order to clear inventory and reduce warehouse area, new dealers are particularly cautious and conservative in terms of inventory.
In recent years, more than 300 ceramic tile dealers interviewed in the "National Tile Market Survey" project of China Ceramics Network said that the "central warehouse" concept and model is one of the issues they are most concerned about. Among them, a dealer in Chengdu who has been in business for more than 30 years believes that "the central warehouse is the bridgehead for ceramic tile brands to expand their business. Whoever seizes the central warehouse problem means who can seize the future."
Therefore, from this perspective, if a dealer wants to represent a ceramic tile brand with less inventory pressure, he only needs to see if the brand has the determination and actions to quickly deploy the central warehouse.
01
Guanzhu will establish 20+ shared warehouses across the country
On June 18, "Co-creation, Sharing, Win-win - Guanzhu Shared Warehouse Strategy Release and Cooperation Signing Conference" was successfully held. It is reported that as the brand's "4S store-style" service station, Guanzhu's "shared warehouse" will be located in more than 20 cities including Beijing, Tianjin, Shanghai, Guangzhou, Xi'an, and Chengdu, carrying local warehousing, cargo transfer, processing, distribution and Installation and other major services.
In small and medium-sized cities, many stores haveThe inventory scale is small, resulting in limited product styles and long delivery cycles, resulting in the loss of customers. Guanzhu's "shared warehouse" can share a wide range of product styles and supporting services, reduce warehousing and logistics costs, speed up product delivery efficiency, and help dealers "offload burdens." Pan Han, general manager of the Guanzhu Ceramics brand, said that Guanzhu Ceramics will use the "shared warehouse" model to allow more diversified products to "flash" in major cities, and some areas are even expected to achieve "same-day delivery".
In addition to empowering terminal stores and serving consumers, this new model of Guanzhu Ceramics can also give powerful dealers who join the "shared warehouse" model a broader market and profit points, such as product policy support from the brand headquarters. Share profits from nationwide outlets’ warehousing logistics, processing and paving services, expand the boundaries of operations, and iterate the team’s ability to resist risks, etc.
02
Nengqiang will launch two central warehouses in June
Since its establishment in 1999, Nengqiang Ceramics' marketing outlets have been spread all over the country. As market demand continues to increase, in order to further improve Nengqiang's service system and facilitate immediate response to customer needs, Nengqiang Ceramics has actively explored branch and central warehouse business models, accelerated its national strategic layout, and successively established multiple operation centers. The establishment of Nengqiang Tile Operation Center and Central Warehouse has ensured sufficient supply of goods for all marketing outlets in the local area, greatly shortened the delivery time, and effectively reduced the dealer's capital and inventory pressure.
In June this year, the operation center of the Henan Branch of Nengqiang Ceramics with an inventory value of 20 million was officially completed, and the all-round service system was officially launched. In the same month, the Yunnan central warehouse of Nengqiang Ceramics with an inventory value of 25 million was officially launched, realizing forward-moving and efficient circulation of products. It is understood that the first center of Nengqiang Ceramics was completed in Tianjin in December 2019, with an inventory value of 45 million. It has won high recognition from dealers and consumers with its faster, more efficient and more accurate services.
"I believe everyone in the industry knows how high logistics costs are during the epidemic. If you want to control logistics costs, the best entry point is the warehousing link." The person in charge of Nengqiang Ceramics said that from the entire regional supply chain From a perspective, warehousing is to promote production development and satisfyMarket supply is an indispensable top priority. Through the central warehouse warehousing system, logistics and distribution costs will be reduced by more than 50% for the entire region. A complete product stocking and logistics system can not only provide dealers and consumers across the country with convenient and efficient after-sales services such as replenishment, returns and exchanges, but also greatly reduce transportation turnover time, manpower, material resources and other costs.
03
Huiya central warehouse promotes the construction of urban and rural outlets
In 2021, Huiya Tile added 218 new dealers and achieved double-digit performance growth; in the first quarter of 2022, Huiya Tile added 32 new outlets; in June this year, Huiya Tile The first season of national investment promotion for Huiya Tiles, "Dream Big Huiya", has been launched, and many interested agents have already signed up to participate. The core competitiveness of having five central warehouses is the key "sharp weapon" for Huiya Tile to quickly occupy the market.
Luo Zhicheng, general manager of Huiya Tile, introduced that Huiya Tile carried out a drastic reform of the marketing system last year, with the Foshan headquarters warehouse as the center. At the same time, based on the successful pilot projects of Nanjing and Yingkou branches, it added Linyi, Seven branch offices including Tianjin and Zhengzhou realize front-end operations, warehousing, services and marketing, which greatly reduces the investment and operation pressure of original dealers and new merchants.
It is worth mentioning that, using the branch model, Huiya Tile has begun to vigorously promote the construction of urban and rural outlets. However, some dealers have concerns that "their own weak foundation cannot become a big brand." Huiya Tile's regional center warehouse "The operation model can effectively reduce the inventory pressure of distributors, shorten delivery and pick-up time, and prove with practical actions that it is actually easy to grow a brand, thereby further accelerating the layout and penetration of its urban and rural marketing outlets.
04
General’s 6 central warehouses radiate across the country
As early as 2016, General Tile proposed the concept of "central warehouse". It is understood that General Tile currently plans to establish a total of six central warehouses across the country, including North China, Northeast China, Southwest China, Northwest China, Central China, and East China, to radiate and serve sales outlets across the country. In 2022, General Tile will launch the East China Central Warehouse (Nanjing) first to empower partners with practical actions.
Liu Xiaolei, general manager of the General Tile Brand, said: "The central warehouse is truly a forward movement of inventory, allowing dealers to have more time and energy to focus on channel operations." The establishment of the central warehouse not only facilitates dealers to pick up goods, but also Reducing logistics costs also reduces pressure on partners, allowing dealers at different stages to start their own businesses with confidence and peace of mind with the support of manufacturers.
Relying on the strong supply chain advantages and independent logistics system, the terminal empowerment work of General Ceramics can also be carried out more smoothly. In 2022, General Tile will create model markets in 20 major cities across the country, and then develop a successful methodology to help dealers across the country transform and upgrade. In this process, building a central warehouse is also equivalent to paving the way for the transformation and upgrading of many dealers.
05
Eagle Brand Central Warehouse saves 40% of logistics costs
In recent years, Yingpai Ceramics has focused on the six major value outputs of brand, product, channel, terminal, service and policy, and has deployed a new retail model of Yingpai small stores + regional central warehouses across the country, and all channels have no dead ends to help the terminal market. sink. So far, the layout of 11 central warehouses of Eagle Brand Ceramics in Shenyang, Tianjin, Shijiazhuang, Linyi, Jinan, Chengdu, Nantong, Hefei, Changsha, Gao'an and Jinjiang has been formed, and the nationwide logistics system has been further improved.
Yang Zhongquan, general manager of Chengdu Yingpai Ceramics, said that the most direct and effective role of setting up a central warehouse in Chengdu is reflected in the development of distribution channels. "20When the headquarters first launched the small store model in 2020, it did attract many customers who wanted to build high-quality brands in third- and fourth-tier cities. After all, you can make building materials with an investment of 100,000 yuan, and the agent is Eagle Brand, which is well-known throughout the industry. In the past, it was almost impossible to achieve. The establishment of central warehouses has helped these outlets solve inventory, logistics and other problems to a large extent. ”
In terms of logistics costs, the dealer in Taiyuan, Shanxi made a special calculation: the cost of shipping from Guangdong to the Beijing-Tianjin central warehouse is 160-180 yuan/ton, and then from the Yingpai Beijing-Tianjin central warehouse to Taiyuan, Shanxi. The delivery fee is about 80 yuan/ton, and the total is about 250 yuan/ton. If there is no central warehouse, the logistics cost for distribution from Foshan, Guangdong to Taiyuan, Shanxi is about 370-400 yuan/ton, and the single logistics cost can be reduced by more than 40%. In addition, the added value brought by the central warehouse, such as rich products and efficient services, will help dealers further meet market demand.
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In general, the establishment of central warehouses for ceramic tile brands can play at least three major roles: first, it can deliver goods quickly, seize market opportunities, and help dealers achieve short and fast sales; second, it can effectively reduce dealers’ business risks, including reducing Product damage caused by transportation and reduce inventory pressure; third, help dealers build competitive advantages in engineering channels and defeat bidding rivals with strong supply and service capabilities.
In the future, if dealers with certain strength want to achieve profit growth, it is a good path to participate in the construction of the central warehouse of the headquarters and transform from dealers to service providers; while small and medium-sized dealers want to survive better and find a Manufacturers that can share the inventory pressure are equivalent to having the trump card to ride the wave in the market elimination competition.
Do you know which ceramic tile brands have achieved good results in the central warehouse model? Welcome to leave its name in the comment area!
