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electricityTo the ceramic is -- for the existence of aCeramic industrySpeaking, this is not a new topic, but it must be a need to think clearly and have been trying to think clearly.
Forced to "net"
As early as 2010, ceramic and electric business affinity, some brand began to try to open online sales store.But so far,Ceramic enterprisesInvolving electricity mainly has two ways: one is factory set up their own shopping mall and is represented in this regardAsia ceramic mall;Another is built through a third party to open platform, order entry, some peng, l&d ceramic established their respective official flagship store in taobao mall.
With the rapid development of electronic commerce in recent years, many ceramic enterprises to look atchannel.East peng, for example, not only the ceramic tile online sales, online and sanitary ware products at the same time.Channel from the day the cat to jingdong layout.From the current store sales, far exceeds the traditional channels of the dealer sales growth."Dong peng's move may be a bellwether, leading pattern of development of ceramic enterprises joint electricity go more broad, the ceramic industry of bottoming out is a good boost."The author believed that the shock behavior of ceramic industry, to coincide with the anti-dumping, ceramics in the industry reshuffle.Channel change pressure increases, many famousCeramic brandInventory is serious, lead to the decline of the performance, which makes ceramic enterprises have to seek a variety of marketing channel to get rid of the plight of a kind of inevitable result.
"Harmony" is difficult
Ceramic enterprises "net" is easy, but the real operation, some problems also gradually emerged, among them, the price first.Taobao mall, for example, the asking price all official flagship store of goods is not subject to regional restriction, for ceramic brand, which inevitably conflict with offline market price system in different areas of the form.
Price advantage has been the superiority of electric business platform, ceramic will follow this after the "net" "principles".With a ceramic products as an example, the author in the online search, found that day cat sells for 768 yuan, jingdong sells for 798 yuan, major shopping malls, supermarkets, chain stores are not only higher than the price in the website referred to above, and part of the mall is slightly higher than the market price of the brand.
Ceramic sanitary ware brand will be a net of entitydealersHas great impact to a famous sanitary ware brand as an example, relying on strong research and development ability, the brand since its inception, in just a few years time, online rapid expansion to the nation, because the price is favorable, online offline for first and second level distributor caused no small impact, because the store rent, fees, the counter regional restrictions, and personnel cost limit, offline dealers online electric business platform with the "price competition".So a net in the brand more than a year, a lot of offline dealers chose to retreat.
In addition, the ceramic "net" in drive sales performance can truly is good?More in favor of online shopping, for young people in 80, 90, after their understanding of ceramic brand is less, and as high consumption group after 70 people most of online shopping is not a cold, so electricity extend channels is, in fact, after the 80, 90 after the potential market for competition, and for physical channels tend to have older consumer groups, will not have too big impact.
Precision marketing
The author thinks that, in the coming year will appearCeramic brandA net mass phenomenon,Ceramic industryThe traditional marketing pattern might change.However, brand and ceramicselectricityIf you want to achieve better convergence, there is still a long way to go.
Due to some consumers to online shoppingchannelGoods fidelity doubts, thus ensuring a good brand reputation is ceramic "net" of the important problems need to be solved.It is understood that part of theCeramic enterprisesHas already started to take measures.For example, some enterprises to the insurance company, in the form of third-party guarantee assure quality;Some enterprises are "fidelity" in distribution, each piece of ceramic tile is labeled as anti-counterfeiting code, can receive the goods online real-time query products of true and false, such as consumers find products can't online real-time query can refuse to sign for it.By the way, ceramic electric business is slowly build credibility.
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