From the consumer era look at the ceramic industry terminal store upgrade thought

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2017-04-18


  The concept of "new retail" latest "refresh", is the result of Mr Ma the cloud conference speech in hangzhou in 2016, when Mr Ma said: "in the future, ten years or twenty years will no longer have the idea that e-commerce, online and logistics must combine together", can the real "new retail".

  As Ma Yunxin words, despite the current industry of new retail concepts have not unified cognition, but it really represents a new trend, that is from price consumption era to the value change of The Times. In this consumer-led consumer market, it's imperative that we display an upgrade offline.

  However, for the traditional ceramic entity shop, we should stand on the consumer's position thinking, simply store the image of the upgrade is not enough, but to upgrade from the user as the center of experience.

  Below, we discuss a few aspects of the upgrading of the store in the current consumer era ceramics industry:

  First: store management upgrades

  Traditional terminal stores, because of the need to meet the needs of the ceramic upgrade of the top ten brands and manufacturers, a small change for a year, three years changed this is normal, the image of a variety of upgrades, product upgrade, store image, such as the terminal stores camp cost will increase with the rapid development of the ceramic tile industry at the moment, the transition of the consumer market consciousness, many brands started to "light" ceramic operation management, the light is the main body storefront renovation costs at the moment is light, light on inventory.

  Based on Internet thinking the GIA mentioned marble tile brand terminal management requires innovation, from the storefront renovation and product structure need to be concise, presented in the form of a minimalist, because it not only greatly reduce the terminal business owners manage stress, but also cater to the consumption trend at the moment.

  There is also the channel building, because the retail business is not just a retail business. Store set up community promotion team, take the initiative to go out to the community to grasp the customer, to form a sales team of the project, the intention to expand precise room, hotel and other projects, to form a channel of domestic outfit company development team, dedicated to domestic outfit company channels development and maintenance work, at the same time also to form a distribution team and so on.

  In the era of mobile Internet, customer purchasing behavior is more diversified, to develop various sales channels, with the fastest way to find the target customers, is the request of the ages and dealer development important way.

  Second: store service upgrades

  With the rise of the manufacturing industry, there have been many luxury stores, image shops, flagship stores, and experience shops. When the consumer enters the storefront, like enter a carefully decorated living room, let a person deeply experience the style lasting appeal that the relevant product has distinctive characteristic. The emergence of these new meteorology is exactly the same time that the marketing service of the ceramic industry has been upgraded. In the past, we used to be used in the ceramic exhibition hall, the simple product of the big slanting board, the simple toilet model room.

  Now, in the age of pluralistic competition, businesses have to come up with ideas that will appeal to buyers. Value-added services, door-to-door measurement services, and space design services.

  Third: store product upgrades

  Terminal stores products sample, of course, according to the product category of brands, but there, where we more emphasizes the product structure and combination, reasonable product mix will be more conducive to product sales chain, "product in essence, not more" at the same time, because the area is finite, terminal stores, as well as the particularity of household building materials industry, a single product is not aroused consumer's shopping desire, only to see between the example of the overall or renderings later, they can find out whether this product fit their needs.

  Fourth: store experience upgrades

  Due to the development of information technology and Internet, the user experience to become the important indicators of a brand in the consumer experience, now has covered every day we come into contact with the food, clothing, shelter, line, ceramic industry, however, to experience upgrading also gradually popularization, ceramic products, after all, the last is a household space, so the virtual reality VR technology has become an important experience ceramic store tools, technology changes with each passing day, of course, we need to keep up with the pace of The Times, or the same will be abandoned by time.

  Creation of new retail, not told us to keep up with the new retail model, but to our cognition, the change of The Times, at the moment of consumers is a constantly changing individual. And we, as a semi-finished product enterprise in the traditional ceramics industry, should take action to meet a new challenge.

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