In 2011, the economic environment in the first half of the year that seemed to recover and the continued sluggishness in the second half caused many senior ceramics to lose sight. A review of the continued sluggishness of the overall economic environment throughout the year and the downturn in the real estate market have brought about many negative effects on the export and domestic sales of the entire building ceramics industry. Even under such circumstances, the new products of ceramic manufacturers have been continuously developing new products regardless of their designs or processes. The overall performance of antique tiles is as follows: inkjet printing products are in full swing, full glazed products are fully bloomed, and microcrystalline glass composite products come back. The traditional polishing products and tiles can be described as flourishing. It is worth noting that although the national policy slightly prevailed in the game with real estate developers, due to the process of national urbanization and the people’s rigid demand for housing, the “reshuffle” theory of the ceramic industry in the past two years gradually sank. The "divergence theory" of the industry brand gradually emerged. The core of the differentiation of the pottery brand is: brand differentiation based on the end consumer characteristics market. The specific performance is that, on the one hand, the owners of building ceramics companies are looking at the expansion of production from the previous furnaces to launch new brands to pursue economies of scale and begin to turn to specific end markets. We are committed to selecting the best local dealers, jointly building the best stores, helping to build the best team, and achieving the best brands to achieve the maximum profit together.

On the other hand, peers traveling on the terminal know that in the process of contacting the dealer's boss, whether they make money or not, the most they talk about is: the increasing competition in the market, the increasing pressure on manufacturers to cooperate, the terminal designer More and more difficult to wait, buy brick owners are increasingly difficult, more and more warehouse inventory, operating costs are getting higher and higher, the internal staff, especially the salesman, Purchasing Manager's stability is getting worse and many other issues. Based on so many annoyances, tangles, and even pains, the terminal bosses end up with two kinds of situations: First, those who make money want to switch to doing something else, and doing ceramics is too hard. 2. At the end of the year, no money was made, but when you made a warehouse shipment, you thought about changing the new brand to do well at the end of the year. With the new brand next year, you quickly sold the stock.

The change of the center of gravity of the ceramic manufacturers and the entanglement of the terminal distributors provide footnotes for the differentiation theory of the ceramic brand. Some people predict that 2012 is definitely not a ****, but the big economic environment will continue to slump. Therefore, from the factory to the business, in the hope that in 2012, both should be calm down, take a good look at and think about your own brand, combined with their own advantages of resources can allow the brand to run in which ranks? From another perspective, such an environment in 2012 will also be a new opportunity for terminal brand marketing. And how to make their own products in the terminal brand? It is worth thinking deeply.

The height of the manufacturer determines the height of the brand, and the height of the dealer's choice of brand determines the height of the terminal.

Looking around the domestic building ceramics industry, not to mention the ceramic brands of Fujian, Jiangxi, Hunan, Sichuan, Guangxi and other provinces, there are thousands of brands in Guangdong. What impressed me most deeply in the chat with the terminal's dealer friend was this: Acting Foshan ceramic brand will allow you to make a lot of brands worth 1.8 million, but you can continue to make money for 5 years and 10 years, and you can even consider it as a lifetime. Only a handful of brands can be found in business. Looking at the Foshan ceramics manufacturers, more than 90% of the manufacturers are constantly launching new brands because of overcapacity caused by economies of scale (too many kilns). This way of launching the brand fundamentally reflects the original marketing thinking of the ceramic market. To repair drainage." On the contrary, "Qiancheng Water Diversion" is the normal thinking of manufacturers to put the brand into line with the laws of the modern market. Therefore, a real brand should be a system complex of market positioning, organizational structure, management system, product design and R&D, product structure, team building, marketing and promotion, terminal channel construction, and learning and training services. As a distributor of terminals, you can constantly optimize and improve yourself, but you cannot change the brand positioning and product structure of your agency. Therefore, the choice of whom to work with and what kind of new brand to distribute is particularly important. It also determines whether long-term sustainable growth or short-term benefits. Choosing to target high-end brands, dealers may not operate high-end brands in terminal operations; but choosing to target low-end brands, dealers will certainly not be able to make high-end products!

Terminal brand marketing, at the helm of the person's thinking, determines the brand's height, and determines the pattern of tolerance.

Whether it is a distributor of ceramics for many years in the terminal or a new owner of the industry. The height of self-investment brand thinking determines the end result. In the terminal, even if a good brand was selected from Foshan, there are shops, money, and some people but they are reluctant to invest. The result is: Acting a good brand, you can't make money after one or two years, and you can't make money. This leads to no confidence at all; more ironic is that after the brand changed hands in the same market, the next family earned a lot of money. In addition to envy, more of this is reflection, therefore, the key to the success or failure of the terminal agent ceramic brand lies in whether the idea to find and own the resources of the brand and willing to invest! Marketing has an ever-changing theory that "input and output are proportional." For example, many dealers in the soft decoration of the store, although the brand headquarters design is unified but the owner held different attitudes, the implementation of the end to the end of the store is, one of the accessories completely according to the original design input; the other is sent two recognized Good-looking clerk to the market to purchase, such two results are of course self-evident. In addition, the terminal owner's team's profit-dividing thinking is also an important factor in operating the brand. Firstly, the spread of each link in the relevant value chain determines how wide the channels are; in addition, the profit-dividing thinking determines what kind of talent your team will acquire. With good talent, a good team, everything is possible! The so-called "Heaven and Hee are all profitable, and the world is profitable."

Terminal display is the best window for the brand. The particularity of popular consumer and designer channels has imposed rigid demands on the display of branded antique tiles in the terminal. The best local building materials market, the best port, and the best decoration display have become the basic models for high-end consumption to achieve high profits. On the contrary, the location of the store is not enough, the grade of the decoration is not enough, and the service of the staff is not in place, which leads to unsatisfactory home improvement channels. The retail sales are sluggish and the brand is struggling. To do a good job terminal store is divided into three areas: First, the rational design of the brand headquarters layout, product structure layout suitable for the local market is clear, strong visual impact. Second, the terminal dealer decoration materials, lighting, construction, accessories details in place. Third, shopping guide image quality, marketing tools use in place. The rational design layout of image products, profit products and sales products is the upgrade of the store's display. The core problem of store display is to find products that are suitable for local market consumption and refine the products. Each brand has a large number of products and numerous designs, but they are often sold locally. The market is constantly changing and developing, so store display must also have dynamic space and time awareness. Manufacturers' products are constantly being updated. This year's image product may be a profit product next year. This year's profit product may be the next year's sales product. Is the display of new products in place? For those who are not interested in one month or even one quarter, can they be adjusted and replaced in time? These are the basic requirements for a good brand display.

Channel construction is the foundation of terminal brand building and an effective guarantee for achieving brand goals.

The channels of branded antique tiles are basically divided into four major channels: home improvement, retail, event promotion, and engineering. At present, under the circumstances that no third party can replace the position of the terminal designer, the dealer's boss must respect and support the designer's work from the heart, which is the basic premise of the designer's home improvement channel. In the terminal often see such a situation, the dealer boss is anger and hate the designer, but they dare not offend, turned to be gnashing their teeth. Some are even complaining about how the designer is in front of people or even in front of company employees. I wonder if the boss dares to complain ten sentences as long as he complains about the following employee. From top to bottom, there is no respect for the designer's work from within, and it is strange that such a team should be able to do a good job in home improvement. Retail channels and event promotion channels complement each other. The terminal has also circulated such a word: Retail services are better, and promotional methods are better. Projects are also often inaccessible. The basic project is related to the dealer's social resources. The project channel can only be done by the boss and special personnel. The construction of channels is an effective carrier for brand sales goals. When the terminal distributors can clearly assess how much the four major channels of engineering, retail, home improvement, and promotion can sell you in 2012, the annual sales target will be objective. Clear.

Team and organization structure construction is the foundation of terminal brand building.

Today, the company's brand-based operation, the terminal ceramic distribution has been transitioned from the previous husband and wife shop, gang warfare to team operations. There is an essential difference between having excellent people and having a good team. In the terminal, a manager who owns the first performance is not necessarily an excellent manager. A manager who can make the leader of a shopping guide team be the first to be a good manager. The key to managers is whether they can train and lead a good team. Cooperative operations between teams is the basic mode of terminal marketing. The standardization of the team requires the establishment of an organizational structure. The establishment of a reasonable organizational structure ensures that talents perform their duties and seek their own decisions. This also avoids the phenomenon common to terminals in the past: an experienced and well-behaved lead merchandising manager, because of his ability to lead a week off at least two to three days to deliver goods, solve after-sales, etc. Only her ability to solve problem. Therefore, the key to the construction of the terminal team and the organizational structure lies in specialized talents, the formation of professional teams, the establishment of professional positions, and the resolution of specific issues.

The propaganda puts soaring wings on the terminal brand building.

As a low-consumption consumer product, ceramics are less attractive to most consumers. In general, except for related employees, only buying ceramic tiles will visit the ceramic market, so targeted advertising is particularly important, and spending a small amount of money for effective promotion is a problem that every operator is thinking about. According to the domestic terminal building materials market, there is a relatively centralized nature. After visiting several terminal markets, I came to the conclusion that the most effective advertisement is that when a consumer who buys ceramic tiles enters the building materials market from any direction, you can conspicuously see your brand advertisement. Make reasonable use of your resources to get the advertised position of the building materials market entrance for your agency brand. When the business level reaches a new height, combine the advertisements of the building materials market where they are in, and then invest in advertisements such as road signs, public transportation, etc., and use your advertising resources to insert wings for your brand.

The humanized policy system is the guarantee for the construction of terminal brands.

There is no rule that does not constitute a radius. This is the most common reason. The establishment of a humane policy system has provided effective guarantees for the terminal's channel construction, team building, and program implementation. The key to the establishment of a humanized system lies in its strong pertinence and ignorance of people. It is because this system solves a problem. Such as "employee attendance management system", "employee salary management system", "daily store management system", "financial management system", "warehouse management system", "new product promotion system", "promotion campaign plan" and other systems The establishment, directly or indirectly, regulates and urges the team organization to form its own behavioral characteristics—corporate culture, which will inject souls into your brand building in the terminal. Only the talents with their own soul brand team are invincible and move towards the light.

Art of War Clouds: Good fighters, invincible, without losing the enemy.

It is because of this that the victorious squad wins first and then seeks war. The defeated squad battles first and then seeks victory. The use of soldiers, monasticism and law enforcement, it can be the victory or defeat of the government. With the departure of 2011, there are still many unpredictable factors in the terminal of 2012. No matter how difficult the environment is, you can choose to do it yourself. Change the traditional “sense of success” marketing thinking, and do a good job of “drainage and diversion of water.” Quietly find the market positioning of your own agency brand clearly, find a place in the process of building the ceramic brand's gradual differentiation, and become bigger and stronger. The terminal brand marketing is based on solid foundation. (Zhang Weiming)