Spicy Review • Issue 26
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Watch the various aspects of the pottery industry quietly, and comment on the pottery people.
You have stories and I don’t drink. The truth is just as easy to get drunk on.
The 26th issue of [Spicy Review] is coming, please prepare the watermelon and small bench for the ceramic people.
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As people's consumption continues to upgrade, home building materials and decoration, as the major consumer item with the most contents and links and the longest chain and cycle in household consumption, have brought huge pain points to consumers.
Careful readers will surely find that in the column of China Ceramics Network's WeChat public account "China Ceramics Daily", there are endless "characters and opinions" about paying attention to and providing good home decoration consumer services. This shows that it is increasingly becoming the consensus of home building materials companies and decoration companies to attach great importance to sales services and solve the pain points of home decoration consumers by improving service capabilities.
Although ceramic tiles are only one of the many consumption items in home building materials and decoration, because their purchase cost accounts for a large proportion of decoration costs, and they are more restricted by volume, weight and semi-finished product properties, it also creates problems for consumers. A big pain point.
In the era of incremental market with rapid development of real estate in my country, not only is the demand for decoration strong, but also people have very low consumption requirements for ceramic tiles. The pain points caused by ceramic tiles to consumers have been largely covered up. After real estate development entered the stock era, on the one hand, the demand for decoration showed a weak state, on the other hand, people's requirements for ceramic tile consumption were increasing day by day, and the pain points caused by ceramic tiles to consumers began to be gradually exposed. In a word, times have changed, consumption has upgraded, and pain points have become obvious.
In this context, more and more insightful people realize that solving consumers' pain points with strong differentiated service capabilities has become the key for ceramic tile dealers and their franchised ceramic tile brands to win the market.
Seeing this, some dealers must have jumped up and said: Now the price of ceramic tiles is so low, operating costs are so high, profits are so low, consumer demands are so high, survival is a problem, how can we still provide P services? ah?
The question is, do you thinkCan you survive in this situation without providing services? If you don't pay attention to and provide good service, I'm afraid you will be eliminated from the market even faster!
Don’t get angry and blame others. After reading the following two major points of view, you should calm down and re-examine the importance and necessity of good service.
First of all, on the surface, focusing on and improving services is to solve the pain points of ceramic tile consumers, but in fact it can avoid the pain points of ceramic tile dealers and their franchised ceramic tile brands.
As we all know, product quality is the lifeline of an enterprise. For enterprises, especially those in the manufacturing field, product quality is the basis for all development. Talking about performance, branding, marketing, competition, etc. on the premise that product quality is not up to standard will become empty talk.
In the field of ceramics, which is part of the manufacturing industry, product quality is also the cornerstone for the survival and development of ceramics companies. I believe this is also the consensus of the vast majority of ceramics people. Otherwise, in the building ceramics industry where product homogeneity is extremely serious, there will not be so many people who firmly believe that Guangdong bricks, especially Foshan bricks, are of better quality than ceramic tiles from other production areas, and there will not be so many brands. Firmly promote that the quality of your own products is better than others.
However, you can’t help but decide whether the product quality is good or not. Consumers say it is good only if it is good.
Regrettably, ceramic tiles are products of low attention and have semi-finished properties, which are very different from other products that can easily be tested for quality and whether consumers like them:
For example, for a bottle of wine, consumers will know whether it is good or not after smelling or tasting it; for example, for a computer, consumers will know whether the configuration and speed are good after playing a few games. If there are obvious quality problems, the consumer will know whether it is good or not. You'll know as soon as you get off the plane.
Ceramic tiles are completely different. Consumers know very little about them. They are not aware of the "look, knock, three, weigh, measure with four drops of water and measure by five feet" and "look, knock (listen), touch, touch, and measure with four drops of water" that are all over the Internet. I don’t know the so-called purchasing skills - even senior experts may not be able to tell the difference between two ceramic tiles from different brands without the help of professional testing tools when the bottom marks of two ceramic tiles are covered or rubbed off. ——It is even more impossible to send it to a professional testing agency for quality testing regardless of the cost.
It’s just that once consumers buy ceramic tiles with poor quality, or the ceramic tiles are uneven after being laid,, peeling, cracking, or even color difference is discovered. As long as you go to the merchant to solve the problem, 99% of them will get a reply similar to this: "Our ceramic tiles have quality inspection reports. You If you suspect they have quality problems, you can send them to relevant professional institutions for testing. If quality problems are indeed detected, we will ask the manufacturer to solve the problem for you. ”
Of course, before it is determined whether there is a quality problem with the ceramic tiles themselves, it is impossible for the merchant to bear all the consequences regardless of the cost and take all the responsibility on themselves. But can always using such high-sounding words to deal with consumers really solve the problem? In many cases, when faced with unexpected problems or suspected product problems in ceramic tile consumption, consumers may not care much about compensation. They just hope that merchants can attach great importance to and respond quickly, so that they can feel valued and respected.
Therefore,those who are able to attach great importance to and respond quickly to ceramic tile consumption disputes, and promptly and properly solve the problems in the cradle, can be regarded as excellent ceramic tile dealers and brands, and can be said to have excellent service capabilities. But this is not enough.
Only ceramic tile dealers and brands that establish, improve and effectively operate a complete customer service system can achieve advanced and extended services and eliminate all hidden consumption risks including quality problems to the greatest extent, and can be called excellent Only in this way can we create our own unique differentiated advantages in the homogeneous competition with the same products, stand out in the difficult situation of severe overcapacity of ceramic tiles, continuous upgrading of consumption, and further intensification of market competition, and thus win the trust of consumers. Trust, win the market, and ultimately occupy the minds of users.
Secondly, ceramic tile dealers and their franchised ceramic tile brands that do not pay attention to and improve services can easily be eliminated by their opponents and abandoned by the times.
This is not empty talk, let alone false talk. There are examples of what is happening and has happened in the construction and ceramics industry.
The year 2021 that has just passed is the beginning of the 14th Five-Year Plan and the first five-year plan for our country to enter a new stage of development in comprehensively building a modern socialist country. Entering a new stage of development, the most important feature of economic development is the shift to high-quality development.
General Secretary Xi Jinping has succinctly pointed out long ago that “high-quality development starts from ‘whether there is something’Turn to 'good or not'". Extending this sentence to a more specific field, an expert interpreted it this way: "When the 'whether' products and services are available is no longer a question, 'whether' is good or not' becomes the key." /p>
In response to the country’s call for high-quality development, the China Ceramics Industry Association and the Foshan Chancheng District Ceramics Industry Association jointly launched the first service group standard in the building and sanitary ceramics industry - the "After-sales Service Specifications for the Building and Sanitary Ceramics Industry" Preparation work. The first preparation meeting of the group's standards has been grandly launched in Foshan on October 28, 2021. The ceramic companies participating in the preparation include Dongpeng, Mona Lisa, Jianyi, Shuncheng, Gold Medal, Jinyitao, Asia, and Romantic wait.
From the perspective of the country's overall macro situation, paying attention to and improving services is in line with the general trend of high-quality development. Ceramic tile dealers and their franchised ceramic tile brands should not buck the trend.
In the more microscopic construction ceramics industry, many ceramic tile brands with far-sightedness and strong execution have already taken the lead in attaching importance to and improving services.
Up to now, there are at least Jianyi (finished product delivery OK service), Marco Polo slate (whole house quick installation integrated system), Dongpeng (Pengzhu shop and paste), Oceano (A+ space delivery), Xinmingzhu ( Seven brands, including Mingzhu Kezhu Slab Seiko Delivery System), Nobel (Seiko Delivery), and Eagle Brand (Eagle Brand Renovation Home), have launched a service system that represents the highest service standards in the building ceramics industry.
Only by implementing such a complete finished product delivery service system can consumers be freed from the problems that consumers of ceramic tiles may encounter such as underdelivery, wrong delivery, excessive returns and insufficient replenishment, as well as problems with the quality of ceramic tiles or suspected quality problems after they are laid. Get rid of problems and other troubles and truly avoid or solve their pain points.
On the road of attaching importance to and improving services, the leading and first-line ceramic tile (rock slab) brands that already have brand and scale advantages have seized the opportunity. So many brands cannot increase their influence and sales prices. Should waist and tail brands and their dealers continue to wait and see? Isn’t the bad impact caused by so many consumer complaints caused by quality and other issues big enough? Aren’t the lessons from so many vicious price wars for slate slabs caused by the lack of on-the-ground service capabilities profound enough? ……
Unless these brands and their dealers don’t want to develop in the building ceramics industry in the long term, they justIf you want to make quick money and save money, but don't want to make reasonable profits, then don't build a brand, just make low-price bricks, and fight a way out in the vicious price war of "there is no lowest price, only lower price".
Finally, let’s come to a routine conclusion.
For ceramic companies, it is important to make products, but in the construction and ceramics industry where homogeneity is extremely serious, building a brand is even more important in a sense.
The core of abrand is trust and reputation, while service is the soul of the brand. Powerful publicity can quickly increase brand awareness, while solid service can win long-term trust and reputation for the brand.
(Author: Chan Can)
