Reporters recently learned that, in addition to traditional dealers, building materials stores and other distribution channels, through the promotion of home improvement designers to expand sales gradually become part of the brand new trend of Tao enterprises, some companies still achieved adverse growth this year . According to industry insiders, the proportion of hardcover rooms in future real estate sales will increase, and the use of good designer channels will help high-end brands to take advantage of sales opportunities.

Buddhist companies have increased the number of designers to promote the channel From the perspective of the industry chain, the real estate industry is located in the ceramic industry's upstream links, and home improvement design as an important part of the housing renovation, in a long period of time before the Tao enterprise sales and no intersection. Most of the tiles produced by ceramic enterprises are directly sold to consumers or various engineering projects through dealers, building materials stores, etc. Designers do not play a major role in them.

With the advent of the ceramic product differentiation era, the use of designers to promote products, especially the positioning of relatively high-end products, has gradually been valued by ceramic companies. Several brands of Tao Enterprise have increased the promotion of products in the designer channel in the past two years. Some have also invested specifically with design companies to try to open up the ceramics and upstream home improvement design industry chain.

Guangdong Chengjianda Design Institute is an integrated engineering design unit with Class A design qualifications. At present, it has more than 200 design talents and its design works have won many provincial and municipal awards. In 2010, New Pearl Ceramics Group cooperated with Chengjianda Design Institute to open up the production chain of ceramic production and home decoration. This strategy has achieved very good results in the off-season of this year. It is understood that the new Pearl has achieved double-digit growth year-on-year.

In addition to the new pearl, there are many famous Foshan ceramic enterprises such as Oushenuo, Jinyitao, and special ceramics in the promotion of designers. Qiu Guang'an, general manager of the European Prosperity Marketing Center, said that since the beginning of this year, as the only partner of CIID tiles of the Interior Design Branch of the China Institute of Architects, Ousheno has been held in major cities such as Shanghai, Beijing and Wuhan. “Cultural Culture” is a large-scale designer activity. In addition, dealers from all over the European Shenandoah often organize small-scale designer salons, dance parties, parties, short-distance travel and other activities, and establish a good cooperative relationship with designers. Jin Yitao also organized many designer salon events in large and medium-sized cities throughout the country this year. In addition to the promotion campaign “If You Are the One”, Jin Yitao’s sales in this year achieved a better contrarian growth.

Open communication channels for ceramic production and home improvement design Although the emphasis of Foshan Tao Enterprise on designer promotion is not only this year, but in the current operating situation, its greater significance lies in preparing for the ceramic market in the future.

Since the beginning of this year, the Foshan ceramics industry has faced “internal problems”: In foreign countries, the European Union, South Korea, Argentina, Brazil and other countries have initiated anti-dumping against Chinese ceramic tiles, and exports have suffered tremendous shrinkage. On the domestic front, the state’s control policy on the property market is still from Tightly, the decline in housing turnover led directly to the reduction of domestic demand for ceramic tiles. Under the difficulties of internal and external diplomacy, the Foshan ceramics industry has been very difficult to manage this year, and a large number of companies have exceeded the reasonable level in inventory.

“In the current situation, only brand enterprises can gain greater market share, and those small companies that do not have brands, have poor innovation capabilities, and profit from OEM can be eliminated. In the long run, ceramics The industry will surely pick up, and positioning high-end branded products will also have greater profit margins in the future.” Zhang Youzhuo, senior consultant of China Ceramics Expo City, said in an interview.