Wen/Si Tao
01
Terminal investment difficulties
Under the influence of the new coronavirus epidemic, many ceramic companies have entered the last month of the first quarter of 2020 as soon as they resumed work, and there is basically no hope of completing the first quarter sales performance. This is undoubtedly adding insult to injury to the ceramic companies that are already in the cold winter. Recently, some data from the real estate and home building materials industries in the first two months have also been disclosed, showing a serious decline in sales and dismal short-term performance.
On March 16, the National Bureau of Statistics released national real estate development investment and sales from January to February 2020. Among them, the sales area of commercial housing was 84.75 million square meters, a year-on-year decrease of 39.9%; the sales volume of commercial housing was 820.3 billion yuan, a decrease of 35.9%. Information recently released by the China Building Materials Circulation Association shows that the cumulative sales of building materials and home furnishing stores above designated size in the country from January to February were 60.61 billion yuan, a year-on-year decrease of 44.52%; the national building materials and home furnishing prosperity index (BHI) continued to decline from January to February, with 2 fell to the lowest level in the same period in history.
Data source: National Bureau of Statistics
Under the haze of continued sluggish market conditions, ceramic companies are also in trouble in attracting investment. Due to the serious losses caused by the epidemic, dealers may be planning to terminate the cooperative relationship; due to delayed start of work and restricted travel, salesmen are unable to go to terminals to attract investment; affected by the epidemic, dealers who were originally interested in joining are very likely to change their minds midway...
According to statistics, China Ceramics Network Investment Helper Platform received only 64 pieces of franchise information from January to February 2020, a sharp decrease of three times from the information received in the previous month. More than one percent. Among them, 20 pieces of invalid information were verified by the platform customer service. Five intended dealers made it clear that they would no longer consider joining, and the rest have not yet been contacted because they refused to answer the phone or could not get through the phone.
According to the analysis of the National Building Materials and Home Furnishing Prosperity Index from January to February by the Industry Research Department of the China Building Materials Circulation Association, January this year is the Spring Festival off-season for the national home and building materials market. The average operating days of most building materials and home furnishing stores this month is about 20 days. Building materials above designated size The sales volume of home furnishing stores fell by 33.57% month-on-month, which is within a reasonable range; however, the "Managers' Confidence Index" was greatly affected by the epidemic, falling to the lowest value in the same period since 2012, only 21.0 (above 50 is optimistic about the market outlook, and below 50 is optimistic) Weak market outlook). This reflects the huge impact on market confidence, and the sudden drop in information about joining the investment assistance platform and the repeated willingness of intended dealers to join are one of the manifestations.
Data source: Circulation Industry Development Department of the Ministry of Commerce, China Building Materials Circulation Association
Although the data from January to February were "tragic", due to the good domestic epidemic control situation, Building materials and home furnishing markets across the country have resumed work one after another in March, and the building materials and home furnishing market has Most of the consumer demand is rigid demand, which will only be postponed but not disappear. After the epidemic, pent-up rigid demand may explode. In this regard, companies should prepare in advance and be prepared to respond.
02
Terminal market consumer demand
Although there was a decrease in intention to join information on the Merchant Helper Platform from January to February, through in-depth analysis, Tao Jun obtained demand information worth paying attention to in the terminal market, hoping to help ceramic companies cope with consumer demand after the epidemic.Summing dealer demand helps.
1. The demand for rock slabs in the terminal market has begun to emerge.
Among the information from January to February, we still received the most information from dealers intention to join the "marble tile" brand. There are Jianyi marble tiles, Dajiuluo super wear-resistant marble tiles, Tongli marble tiles, No. 1 marble tiles, etc., which are basically on the "Top Ten Brands List" of China Ceramics Network ” Brands on the list. Although the "marble tile" brand is the priority for intended dealers, after verification by the platform customer service, more than one-third of the intended dealers have a certain intended brand. I will still consider other brands. This shows that other brands that can meet the needs of intended dealers still have certain advantages.
Zhongtaojun discovered a noteworthy information when collecting statistics: a dealer in Fujian the brand he intends to join is a slate brand. When the platform customer service verified the information, the intended dealer stated that he was currently running a stone processing factory and wanted to represent another slate brand. It can be seen that the demand for rock slabs in the end market is beginning to emerge. Can ceramic companies and dealers seize the opportunity?
Investment information data from January to February
2. Functional tiles may usher in springsky.
In the process of verifying the information, Zhongtaojun found out that an interested dealer from Shandong wanted to join the "heating floor tiles" brand. Does this mean functional tiles are coming? Summarizing past information, it can be found that dealers rarely express their intention to join a certain functional ceramic tile brand, which shows that most consumers in the terminal market have a perception of ceramic tiles as having no other functions besides decorating walls and floors. The current demand for functional ceramic tile franchises shows that consumer perceptions are changing, especially after the epidemic. The additional functions of ceramic tiles are likely to become an important factor in stimulating consumer purchases. factor.
3. Bricks for engineering channels will be intensively used.
After verification by the platform’s customer service, there are 5 intended dealers who want to represent ceramic tile brands for “engineering” projects. As we all know, 2020 is the last year of the country’s “Thirteenth Five-Year Plan” and many major projects will be completed this year. The concentrated explosion of engineering channels in 2020 may become a new opportunity for ceramic companies and dealers.
03
Online investment is hot
Currently, due to the extremely serious foreign epidemic situation, domestic epidemic control has not been relaxed. Under such circumstances, offline investment in the field of home building materials cannot be carried out, but online investment has become popular.
Let’s look at it firstother industries. On March 4th, the "Internet + Home Building Materials New Retail Online Investment Promotion Conference" of Wenzhou Zebracang Operation Center was successfully held; on March 10th, the first online investment promotion conference of Nature Wooden Doors [Live Broadcast Franchise] was officially launched. On the first day 217 people completed the intention payment; on March 18, the Dongying Economic and Technological Development Zone New Materials Industrial Park debuted on the "Choose Shandong" cloud platform and the online investment conference was successfully held...
Look at the ceramic industry. On March 18, Oceano Ceramics held an online live broadcast investment meeting for smart store partners, and successfully signed 63 new dealers. On March 31, Oceano pursued the victory and won 143 partners during a 3-hour live broadcast. ; On March 27, Oulusha Bathroom held the first quarter of the online wealth summit. By the end of the live broadcast, 176 dealers had signed up to join; on March 29, Einstein Tile City Agent Investment Live Online Viewer 2,495 people, 77 cities were captured in two hours; on March 31, Oppein Sanitary Ware launched its spring online live broadcast investment promotion summit... Although some ceramic companies did not hold live broadcast investment promotion conferences with great fanfare, they have never stopped online and offline since the resumption of work. Customer communication.
When it comes to online investment promotion, then we have to mention China Ceramics Network’s investment assistance platform. Relying on the high weight advantage of China Ceramics Network, it gathers information from dealers across the country seeking brand cooperation every day, provides a bridge for manufacturers and dealers to communicate with each other, greatly saves intermediate costs for manufacturers, and has successfully created many cases of signing contracts and opening stores.
If you are troubled by the problem of online investment, you may wish to go to the China Ceramics Network investment assistance platform to find out.
