寒冬时节,陶企如何突围?罗曼企业董事长刘胜红教你如何掌握命运!
2019-08-28    阅读人数:515

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互联网加速迭代,经济大环境下行,中国陶瓷卫浴行业正在经历严峻寒冬。企业要逆风上扬,需要借力新模式,新零售,新玩法,新管理,新思路!8月26日下午,《印迹中国·寒冬崛起》瓷砖卫浴行业分享会在佛山·华夏明珠大酒店隆重举行,罗曼企业创始人&董事长,广东省建筑装饰材料协会副会长兼党委书记刘胜红先生作为行业唯一瓷砖企业代表带来《寒冬时节,陶企如何突围》主题演讲。

The Internet accelerates its iteration, and the economic environment is declining。 The Chinese ceramic sanitary ware industry is experiencing severe winters。 Enterprises need to rise against the wind, need to borrow new models, new retail, new gameplay, new management, new ideas! On the afternoon of August 26th, the "Blotting China•Cold Winter Rise" tile and bathroom industry sharing meeting was held in Foshan·Huaxia Mingzhu Hotel。 Founder & Chairman of ROMANTIC Enterprise, Vice Chairman and Party Secretary of Guangdong Building Decoration Materials Association Mr。 Liu Shenghong As the representative of the only ceramic tile industry in the industry, he gave a keynote speech on "Winter Season, How to Break Through the Ceramics"。

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罗曼企业创始人&董事长刘胜红先生

分享会上,佛山市陶瓷行业协会秘书长尹虹博士对当今陶瓷行业的大市场环境进行了总结,尹虹博士提到:在过去的2018年,基本是瓷砖发展历史上最差的一年,2019年已经过半,基本是2018年的延续,甚至是更差,也许仍然是未来五年最好的一年。

At the sharing meeting, Dr。 Yin Hong, Secretary-General of Foshan Ceramic Industry Association summarized the big market environment of today's ceramic industry。 Dr。 Yin Hong mentioned that in the past 2018, it was basically the worst year in the history of ceramic tile development。 Halfway through 2019, it is basically a continuation of 2018, even worse, perhaps still the best year in the next five years。

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佛山市陶瓷行业协会秘书长尹虹博士

尹虹博士分析到,近年来,瓷砖销售渠道正在发生裂变,产生裂变的原因多方面,包括内在的产量过剩,设计师渠道营销需求上升,终端市场卖场鳞次栉比,还有外在的地产政策影响,精装房比例上升,整装潮流趋势等因素。

Dr. Yin Hong analyzed that in recent years, the ceramic tile sales channel is undergoing fission, and there are many reasons for fission, including the inherent overproduction, the increase in designer channel marketing demand, the end-market market, and the impact of external real estate policies. The proportion of hardcover houses is rising, and the trend of the whole assembly trend is also taken.

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罗曼企业创始人&董事长刘胜红先生

作为行业唯一瓷砖企业代表——罗曼企业创始人&董事长刘胜红先生(以下简称“刘董”)在分享会上发表《寒冬时节,陶企如何突围》的主题演讲,与在场的嘉宾,观众展开了交流对话,并分别从“陶瓷行业大市场环境形势分析”、“建陶企业寒冬岁月突围的可能性”以及“中小型建陶企业如何逆势增长”三个方面为传统陶企升级转型提供创新思路。

As the sole representative of the industry's ceramic tile company, Mr. Liu Shenghong (hereinafter referred to as “Chairman Liu”), the founder and chairman of the Romantic company, delivered a keynote speech on “Winter Season, How to Break Through the Pottery Enterprise” at the sharing meeting, and the guests present at the audience The exchange dialogue, and from the "ceramic industry big market environment situation analysis", "the possibility of building a pottery enterprise in the cold winter years" and "small and medium-sized ceramics enterprises how to grow against the trend" three aspects of the traditional ceramic enterprises to upgrade and provide Innovative ideas.

市场分析

纵观近年来陶瓷行业市场环境,刘董提到,造成行业寒冬形成的原因主要包括外因和内因两大影响因素。

Throughout the market environment of the ceramic industry in recent years, Liu Dong mentioned that the causes of the formation of the industry's winter are mainly the two major factors of external and internal factors.

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罗曼企业创始人&董事长刘胜红先生

外因

主要受房地产降温和出口受阻两个方面影响。

房地产降温:2019年以来,我国房地产市场调控密集,房地产开发投资增速回,多部门密集发声剑指国内房地产市场,国内房地产持续降温。房地产市场销量大滑,家居、建材市场的客流量也因此减少,陶瓷销量持续下降。

Real estate cooling: Since 2019, China's real estate market has been intensively regulated, and real estate development investment has increased. The multi-sectoral vocalization refers to the domestic real estate market, and domestic real estate continues to cool down. The sales volume of the real estate market was sluggish, and the passenger flow in the home and building materials market was also reduced, and ceramic sales continued to decline.

出口受阻: 受中美贸易壁垒的影响,2018-2019年我国出口退税率呈波动变化,直接影响着陶瓷出口企业的发展。

Obstruction of exports: Affected by Sino-US trade barriers, China's export tax rebate rate fluctuated in 2018-2019, directly affecting the development of ceramic export enterprises.

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内因

主要受产能过剩、营销模式单一,环保政策把控,产品同质化严重四个方面影响,对此,刘董现场列出了行业的相关数据进行详细分析。


如何突围

建陶企业如何在寒冬岁月突围前行,刘董指出,只有升级产品,做好终端服务才是唯一可行的途径。

How to build a ceramic enterprise in the cold winter years, Chairman Liu said that only upgrading products, terminal services is the only feasible way.

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突破一:升级产品,坚持创新

会上,刘董分享了罗曼缔克瓷砖的企业成长故事,通过数十年来从事建陶行业的实践经验,刘董总结,罗曼缔克瓷砖从闻名国内到享誉国外,靠的是特色产品打响品牌知名度。罗曼缔克从小砖到大砖一直坚持走自己的特色之路。多年来,罗曼缔克瓷砖,一直坚守特色瓷砖领域的研发与制造,坚持特色,坚持原创,坚持创新。

At the meeting, Chairman Liu shared the story of the growth of Romantic's ceramic tile industry. Through decades of practical experience in building ceramics industry, Chairman Liu concluded that the Romantic tile is famous from the domestic to the famous abroad, relying on the featured products to start the brand. Reputation. From the small brick to the big brick, Romantic has always insisted on taking its own characteristic road. Over the years, Romantic has been adhering to the research and development and manufacturing of ceramic tiles in the field of ceramic tiles, insisting on characteristics, persisting in originality and persisting in innovation.

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突破二:强化网络,加大布局

产品需要通过好的平台展示,才能凸显它的与众不同,只有通过产品模拟间,才能增强消费者的视觉感和体验感。对于终端专卖店,刘董认为,终端要想升级,就要做最好的展示。提供差异化的服务,用瓷砖设计定制化来满足新一代90后,80后的消费群体需求。


The product needs to be displayed through a good platform to highlight its uniqueness. Only through product simulation can the consumer's visual sense and experience be enhanced. For the terminal store, Chairman Liu believes that if the terminal wants to upgrade, it will do the best display. Provide differentiated services, customized with tile design to meet the needs of the new generation of post-90s and post-80s consumer groups.

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突破三:创新销售模式

传统的销售模式简单粗暴,压货,打款,催款,最终导致产品销售不出去。刘董指出,只有转变销售模式,只有教会客户把产品卖出去,才能把货品转化为货款。

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罗曼企业《终端赋能升级 突破新零售模式》大型区域培训(长沙站)

针对新营销模式,刘董提出四个方面

1、要有很好的展示

要建立品牌终端专卖店,形象店(标杆店)。

2、要有专业的团队

建立并培养属于自己的团队,增强团队的凝聚力,团队就是力量,业绩的提升离不开团队的支持。

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罗曼企业《终端赋能升级 突破新零售模式》大型区域培训(郑州站)

3、实现多渠道运营

引流,开拓互联网线上渠道,是一种很好的引流工具,借用当代年轻消费群体极度关注的新媒体,电商平台进行宣传,传播速度更快,效率更高。

4、销售大区角色的转换

只有协助代理商把单店的销售做起来了,才能摆脱传统营销模式带来回款困扰。

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罗曼企业《终端赋能升级 突破新零售模式》大型区域培训(沈阳站)

在演讲最后,刘董总结道:现状是正常,持续有效的扩大经销网点,加快全球网络布局,提升终端核心竞争力,把命运掌握在自己的手上才能在寒冬岁月突围前行。

At the end of the speech, Liu Dong concluded that the status quo is normal, continue to effectively expand the distribution network, accelerate the global network layout, enhance the core competitiveness of the terminal, and take the fate in your own hands in order to break through in the cold years。

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