For the past, the ceramic brands in the South have always advocated dealers to join the agency system; the northern ceramic brands like direct sales, which led to the habit of the current North and South ceramic market. Although the entire Internet has been realized, the difference in sales channels between the North and the South has been diluted, but the impact is still there.
There are differences in consumption, business and marketing thinking in the North and South. This is the consumption habits, geographical characteristics and business practices of the North and the South. The differences between the way and the marketing thinking have caused the differences today. After years of development, the ceramic market is constantly changing. Each independent enterprise must plan its own planning, positioning, and development prospects to talk about sustainable development. Otherwise, it will be an unbalanced regional market imbalance.
Consumer culture in the north and south
There are differences between the east and the west of China. In terms of character and culture, the south is soft and the north is just right; in industrial development, the north is dominated by heavy industry, the southern light industry is more developed; the northern military and political activities are active, the southern economy and culture are developed; the southern language is complex, north The language is relatively simple. The idioms of Nancao North, Nanrou Beigang and Nantianbei are not unfounded, and the differences between the north and the south are manifested in various aspects. Geographical factors are important reasons that cannot be ignored.
There are differences in consumption perceptions, business practices and marketing thinking in the North and South. People in the ceramic industry are deeply touched. For example, northerners like to look at wall tiles first, then buy floor tiles. Southerners like to look at the floor tiles first, then buy wall tiles. Consumers are accustomed to different consumption areas, which inevitably determine the difference in their consumption patterns.
Northern consumption habits: direct
Some ceramic bosses say that northerners do not like to see the types of products, prefer to see the effect and grade of the paving; care about the price, think & ldquo; expensive It is not necessarily good when buying bricks. When you buy bricks, you are not willing to run at home. You are more willing to listen to the opinions of sales staff and make comprehensive considerations. It is determined that a brick will be used all the time; the signing is quick, but more consideration.
Southern consumption habits: euphemism
Southerners’ spending habits are more euphemistic, prefer to visit multiple stores for comprehensive comparison; focus on brands, and believe that “you have valuable benefits” Relative to the cost performance, pay more attention to quality and service; the paving effect is willing to let the clerk design; willing to try bricks of many brands; signing more concerns, need to carefully clear.
Differences and imbalances between the North and the South
The marketing channels of ceramic tiles mainly constitute two modes: one is the agency system that emerged in the 1990s; the other is the direct mode that was implemented in 2000.
Although the entire Internet has been realized, the differences in sales channels between the North and the South have faded. However, in the past, the ceramic brands in the South have always advocated dealers to join the agency system; the northern ceramic brands prefer direct sales, which led to the habit of the development of the current north and south ceramics market.
Southern marketing is more euphemistic and savvy. It is launched in the country. It not only can quickly expand brand awareness, but also products can get stable output on dealers. There will be no backlog of goods. Happening. Northern marketing is less flexible, prefers traditional offline direct sales stores, and retains the habit of self-production and self-sale, so many brands in the north are well-known in the local area, and rarely promote nationally.
It is not just a sales channel, but the South is also in an advantageous position on a technical level. Initially, the ceramic tile technology in Italy, Spain and other countries was first introduced into the mainland by the coast of the southeastern region. The south relied on geographical advantages to gain further economic and technological leadership.
In the “National City Young Index Report” released by QQ Big Data, “the young cities in the TOP20 list are in addition to Beijing, Xi’an and Zhengzhou, and the other 17 are all southern cities. It can be said that in the competition of the young index, the southern region won the victory and the northern region was defeated. As of 2015, 87.83% of the inter-provincial floating population was concentrated in six provinces and cities in Guangdong, Zhejiang, Shanghai, Jiangsu, Beijing and Fujian. In addition to the capital Beijing, the rest are all in the southern provinces, while the cross-provincial floating population of Guangdong Province accounts for one-third of the national total. The strong attraction of the foreign population makes the economic development of the southern region better and better.
And in recent years, environmental protection, Foshan, as a frontier of economic opening, has basically completed environmental protection several years ago. However, Shandong, Hebei and other regions have just begun. Within two years, Linyi small and medium-sized enterprises closed 377, moved 140, signed 54 relocation agreements, and broke 1,163 power outages. “According to the plan, 2577 & lsquo; three no & rsquo; enterprises will be closed next month. Beijing and Tianjin closed 623, moved 265, and destroyed 4263. According to this year’s plan, all three companies will be closed in October.
Various reasons have led to the uneven development of ceramic brands in the north and south; Mona Lisa, New Pearl, Dongpeng, Nobel … … in the south; looking at the North, there is a unified, Lion King , Crown, Fore … … Although they are old brands, they have not been selected into the top ten ceramic brands.
This does not mean that the quality of the tiles of the northern brands is not good, but that the southern region has already stepped into the top ten. Just like the “star effect, the end of the draft game, everyone may remember the first and second place for a long time, the third place itself is very low visibility, if you do not fit the hype yourself, increase the screen activity, it will gradually Forgotten by people. The northern brand has always been in a fixed sales state, with strength, but not famous.
The company has no brand effect. How to live? The brand effect is very important, involving 80% of the company’s economic resources. When the economy comesThe source is gone, and many companies are starting to think of other ways.
According to industry insiders, many northern ceramic companies have given up on relying on brand out, but have turned their targets to other companies. In the process of visiting the company, I learned that many middle and low-end products of large southern brands will be OEMs, and many of them are enterprises in the north.
From a national perspective, Guangdong Foshan and Shanghai have many brands, good quality, great influence, higher sales, and even a shortage of supply. Therefore, Zibo and other places will appear to the southern manufacturers to OEM, not only to ease the imbalance between supply and demand in the market, but also bring economics to the enterprise.
Differences need to be gradually faded
Compared with the two models of dealer agency and direct sales, direct sales are more direct and effective for brand distribution channel management. Therefore, in the process of development, southern ceramic enterprises are gradually learning the direct sales model in the north and improving their distribution channels. Ceramic companies in the north are also following the big picture and gradually improving the distribution system.
After years of development, the city of Tao is constantly changing. Brands that might have been suitable for distribution agents are now more suitable for Internet direct sales or store development. Enterprises should be responsive, take the initiative to master the channels that are beneficial to the company, and strive for advantages in the changing market.
Companies such as Dongpeng, Nobel, and New Pearl in the Southern Market have already launched large-scale direct sales stores across the country. In order to meet the supply demand of the market, each city has set up 4-8. Outlet Stores. In the northern market, Shandong Zibo is also preparing to get rid of the current traditional direct selling market and want to create a new retail model for ceramic e-commerce.
The differences between the North and South markets still exist, but they can complement each other and gradually eliminate the differences. The southern market has a large market share, but production is limited. The market share in the northern market is small, but production is guaranteed.
For the entire ceramic industry, complete and feasible industrial planning cannot be missed. The region cannot limit the development of the market, but each independent enterprise must plan its own planning, positioning and development prospects. Only to talk about sustainable development, otherwise it is an infinite regional market imbalance. (Source: Caisi 360, author Zhang Jie)
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