Since 2012, the macro-economy has seen the spectacle and the regulation of the property market has been turbulent. The development of the ceramics industry faces many uncertainties and the situation is grim. Recently, Qiao Longde, chairman of the China Building Materials Federation, believes that the current overcapacity problem in the ceramics industry is becoming increasingly prominent. The industrial organization structure is irrational, key technologies and core technologies are insufficiently developed, energy-saving and emission-reduction work lags behind, and the development of enterprises is facing hard situation.

In just two or three years, the sales channels of Jiantao have been sinking rapidly, and the ceramics market has grown weak after high-speed expansion and faces bottlenecks in development. In ceramic stores, there are often more shopping guides than customers. Real estate regulation, monetary tightening and a series of policies on the ceramic industry can not be underestimated, so the recent news of interest rate cuts, immediately aroused industry joy.

However, the off-season is still coming. As the saying goes, there is no off-season market, only off-season ideas, in the face of a weak market, how should companies respond?

Japan's famous industrialist, Kazuo Inamori, who has the title of "Management of Striving," believes that the depression is the starting stage for the redevelopment of enterprises, and it is an opportunity for further leaps and bounds. Depression is an opportunity for growth. In the case of a sluggish environment, companies have just enough time to strengthen their physique and build up their strength for the next leap. "When you make up the net when you are busy, you will catch fish when you are busy." Companies need to work hard in the off-season. After the enterprise has experienced the test of depression, there may be great development.

1. The development of products is very good for steel. For companies, the slack period of reduced workload is a good opportunity to develop new products. Inagi Kazuo believes that products that are usually busy due to busy work are not enough to listen to customers. The opinions of the products must be actively developed at this time, not only the technical development department, marketing, production, market research and other departments must actively participate in and jointly develop. At the same time, customers will also be idle during the recession and they will also consider whether there are new things to sell. At this time, take the initiative to visit customers, listen to what they have good ideas for new products, good ideas, have any dissatisfaction or hope for old products, and then bring their opinions back to play a role in the development of new products and open up new markets.

Facing the off-season market, many companies have conducted a series of explorations on product development and process improvement. Chen Xianwei, vice president of Eagle Ceramics, said that in the depressed period of the industry, the development of new products is the most important part, companies should actively seek to differentiate the industry, Eagle brand is also working hard to differentiate, such as microcrystalline stone, many companies do secondary burn , while the Eagle is doing a burn, and to achieve diversification of specifications and decorative features, so that consumers have more choices. Chen Xianwei said: "The more sluggish the industry, the more we must increase our product development efforts. Conquering the market with our products is the best way to achieve success." Marco Polo, Director of Tiles Brand Management Department, said that in order to enhance core competition Force, Marco Polo actively develops and promotes new products. This year's new products are the largest in the calendar year. From microcrystalline stone, full polished glaze, antique tiles, polished tiles to tiles, a new series has been introduced in each category. Thousands of stores across the country have been fully displayed, achieving simultaneous listing across the country, and ** products for export to the domestic market have been introduced to meet the needs of the second and third tier markets for high-quality, affordable products. New Pearl Ceramics is more focused on product innovation in terms of product development, quality and artistry, so that it meets and meets the consumer's aesthetic needs, spiritual needs and consumer needs.

“Continual research and development of new products is indeed crucial for companies, but the new products developed are based on the research and analysis of the market.” Huang Honghong, Secretary-General of the Mosaic Professional Committee of the China Ceramic Industry Association, believes that companies should pay attention to research on the market. The development of products that meet the needs of consumers allows steel to be used.

2. The power of innovation and innovation in the business line Doosan Kazuo, in his “Great Wisdom in the Depression”, said that during the recession, all employees should become salespeople, and marketing, manufacturing, development, and indirect departments must Participation, all employees are united, propose to customers, create business opportunities. This will not only satisfy customers, but also allow them to expand their vision from within the department to the entire company. The reporter found during the investigation that the marketing of all employees is also being used by more and more ceramic companies.

According to Deng Pingfeng, marketing director of Faenza Tiles Division, Faenza's designers are also selling goods, from leaders to front-line sales staff, mobilizing all the power to sell. Huang Xinhong believes that at present, the chairman of many companies are taking the lead in sales, which not only can form a good atmosphere in the company, but also encourage front-line sales personnel.

In addition to full marketing, three-dimensional marketing has also begun to be favored by companies. According to a person in charge of a sanitary ware company from Nanan, they built a three-dimensional marketing channel centered on engineering, retail, home improvement, e-commerce, and brand product export trade, and conducted in-depth research and analysis on market segments. At the same time, the products were reclassified into seven categories: retail products, engineering products, home improvement designer channel products, KA products (KeyAccount, Chinese means important customers, key customers), building materials to the countryside, promotional products, and online shopping products. To meet the needs of market segments consumers.

In addition, some companies continue to improve their sales performance through channel upgrades and market penetration. Marco Polo made active explorations in channel development and brand promotion. Europé told reporters that Marco Polo, on the basis of maintaining a strong position in traditional terminal retailing, focused on expanding engineering channels and continued efforts in the outer second and third tier markets to supply Marco Polo stores. Built in each county. At the same time, increase market share and formulate different strategies in different markets. For example, in the provincial capital market, due to the greater impact of real estate, the market shrinks more severely, so the focus is on pushing new products and high-value products, and making up for the single volume by increasing the sales unit price. Decline; in the peripheral market, the focus is on rapid coverage, product structure optimization, increase in volume and price stability, and even price sinking to increase market share. In terms of brand promotion, Marco Polo will focus on upgrading the brand's height and coverage based on traditional product and price promotions, making Marco Polo a popular brand, and opening a nationwide brand promotion campaign for charity tours in June. "January to May 2012, Marco Polo sales increased year-on-year last year, especially in the second-tier and third-tier markets and the engineering market, which increased far more than our expectations."

“No matter what kind of marketing methods and channel expansion companies use, they can't simply evaluate the good and the bad.” Wan Xingbo, Marketing Director of Mona Lisa Tiles, believes that some of the more popular marketing methods such as star signing and sales concerts recently All sales, etc., have a certain degree of easing effect on the off-season, but the balance between the pros and cons depends on the specific circumstances of the company. It depends on whether this marketing method helps brand promotion and whether it can stimulate sales. Europa also believes that some sales promotion methods can promote sales promotion in the short term, but in the long run, products and brands are the most important competitiveness of a company.

3, ** internal strength management to be effective In the face of the current industry situation, companies are thinking about how to improve management methods and improve management. The reporter learned from the interview that an enterprise management institute in Guangzhou, which provides management consulting services specifically for enterprises, recently received orders from many ceramic companies. At present, ceramic enterprises account for about 40% of all customers. Professor Zeng Wei of the institute said: "Through the recent cooperation with the ceramics companies, I found that ceramic companies are relatively loose in internal management, employees have bad work habits and discipline, and the production of randomness is relatively large, many companies' production The system's response to the market is relatively insensitive. According to the survey, the Institute has improved the management methods of ceramic companies and reduced management costs in three aspects: process planning, production site improvement, and employee habit improvement through factory-based management consulting services. Make it agile production, improve the excellent product rate and work efficiency.

In terms of management, Marco Polo proposed a transition from scientific management to service management, and established a customer service center to increase consumer satisfaction and loyalty, and to increase support for small and medium-sized customers to continuously improve profitability. For enterprises, in addition to improving micro-management in production and sales, improving employee management is also very important. Chen Xianhui, vice president of New Pearl Ceramic Group, said: "The most important task of an enterprise is to obtain profits through operations, and the more important one is the reserve of talents. The greatest benefit to employees is training."

It is understood that in 2011 New Pearl Ceramics implemented a 1311 talent strategy to achieve the self-hematopoietic function of talent cultivation. In addition to the professional internal trainer system training, 1311's talent strategy project also shoulders the responsibility of focusing on cultivating positions and managing personnel positions to disseminate skills and experience. Through summarizing and sharing, a post-learning “map” is established within the company. Good staff management also requires corresponding assessment of duties. Deng Pingfeng stated that Faenza is currently implementing the “post commitment” system. Previous job responsibilities are vague, and each job commitment letter is clearly defined. It is imperative to implement every task concretely.

In the period when the company's efficiency has declined, Huang Xinhong believes that to improve efficiency, it is not possible to rely solely on sales. It is necessary to benefit from management and build a high-yield business system on a weekday basis. Even during the recession period, it can have strong resilience. Can also stand firm. “The period of industrial downturn is the time for the enterprise’s internal affairs”. “Inner merit” is a systematic project, and business management is an important link.” Wan Xingbo believes that in the current situation, companies must According to their own development status, real-time adjustment of management models, selection of management methods suitable for their own companies, and practice of “internal strength” can better withstand “winter”.

4. Terminal sales unity is the strength of an international investigation agency. After investigating some dealers in the world, it concludes that you have a good product. If there is another good distributor, then the user’s satisfaction will be maintained. At the 56% level. As a bridge between enterprises and markets, dealers provide enterprises with value-added services in the process of product circulation.

In the face of the traditional off-season, many dealers and companies are actively responding to changes in marketing ideas. The reporter found in surveys of local dealers that Kunming Yuanhao Building Materials was trying to shift from “sit away” to “marketing” and encouraged employees to actively look for customer sources. At present, they advertised in various districts of the city and accumulated popularity. . Xi Zhan New Force Yilong Real Estate Co., Ltd. Deputy General Manager Ma Zhan also said that store salesmen are no longer continuing to wait for the customer to come to the door, but take the initiative to collect effective information.

In addition to the transition from “selling” to “marketing”, some dealers promote cross-border and alliance marketing to promote sales. It is understood that the undergraduate bathroom integrates the resources of water heaters and sanitary wares, integrates home appliances and building materials channels, and provides consumers with a brand-new product design package, consumer purchasing methods, product sales channels, and final consumer bathing experience. Feelings. Chongqing Qianghui Ceramics Manager Liu Dengyuan believes that at present, in the case of poor market conditions and poor promotional results, it is trying to negotiate with other building materials, such as doors, beds, and lighting, to implement one-stop services. A dealer from Kunming also said that they will carry out brand alliances and organize activities with other brands.

When the reporter visited the Wuhan market, he also learned that there are 12 brands of sanitary ware, flooring, ceilings, and paints in the gold ceramics industry in Asia, and they have developed joint promotion and after-sale protection systems, and have jointly promoted and constrained them to achieve resource sharing. the goal of. Pan Xihui, a gold medalist in Asian ceramics, said: “When several of our distributors discussed together, how could we get out of this predicament in such a tough market situation, and we all agreed that if we bundle up and hold together, we can not only share resources, increase sales, but also reduce The channel costs such as publicity will enable the resources to be fully utilized.” He believes that the alliance must abide by the rules of the game and that the selected alliance companies are all locally influential and powerful, have a certain number of operating years, and have good The credibility of the brand business in order to jointly promote the harmonious development of the Union.

People's hearts and minds move towards Taishan, and the business must not only ignore the alliance between the brands but also the internal forces. The person in charge of Chongqing Baoxiong Building Materials Co., Ltd. stated that at present, they implement joint-stock system for employees and that they must return their shares when they leave the company. Therefore, many backbones will not be easily lost, thus ensuring the stability and continuity of the company. The implementation of the joint-stock system not only greatly mobilized the enthusiasm of the employees, but also revived the sales performance. Some experts believe that in order to achieve long-term development, enterprises must be determined to implement and improve the distribution system that they set up at the start of business in a certain period of time, and turn migrant workers into owners.