The big companies on the market serve the most profitable customers, one by one from new companies The low-end market, which is not visible, started and grew up step by step. Since 2015, along with the collapse and bankruptcy of the ceramic industry, special bricks have sprung up overnight, spreading in many ceramic trading markets such as Huaxia Ceramics City, Yimeijia Ceramic Sanitary Ware World, and Shagang Ceramics Wholesale Market.
Now, with the increasing competition in the ceramics industry, special bricks can be said Growing up in the cracks stimulates and inspires more people to join the market. In the past year, what was the special brick market? Does it still continue the myth of “a million dollars a day” two years ago? In the past few years, what kind of market transformation has been made in the special brick market? What is the outlook for 2018 and where will the future go? Take a look at this article~
On the “thief boat”
Just after the Lantern Festival in 2018, Yang Bo immediately plunged into intense work. At the entrance of the office, there were scattered debris left behind by the firecrackers, indicating that the battle had started. When he was too late to greet him, he organized a meeting of colleagues to deploy the specific work to be completed that day.
“Today’s meeting, there are two main things. First, all Colleagues follow the same method and steps to call back to the customer. Second, open the XX Ceramic WeChat public number, download the marble tile series product information and pictures, one does not leak!” After finishing the work, Yang Bo phone rang, he side Answer the phone and pick up another phone and quickly reply to the other party’s information.
This kind of work status is quite normal for Yang Bo. He has been in the industry for a long time. He previously worked in a ceramic tile brand. In 2016, a ceramic raw material supplier friend was owed by the manufacturer, and millions of purchases were difficult to recover. On the occasion of being guilty, Yang Bo offered to help his friends to deal with it, because the price was too cheap and the quality was too good. These backlogs, which were considered by friends to be “hot potato”, were quickly changed. Yang Bo, who tasted the sweetness, simply quit his job and pulled up a few like-minded insiders, and together they set off special bricks.
After two years of development, according to Yang Bo, thrown away everywhere The special brick exhibition hall is only a special brick sales team composed of three or five people. It is conservatively estimated that there are no less than five hundred, but these large and small teams are hidden in the inconspicuous office building, which is difficult to find.
Yang Bo always felt that he was on the “thief ship.” He has the same feelings, and Li Ying.
Before 2016, Li Ying operated a ceramic glaze company,” Selling bricks has never been its main business. However, the collapse of a ceramic enterprise in Qingyuan changed all of this. Li Yingjin’s 3.5 million yuan has not been recovered. In order to quickly withdraw funds, he can only accept the other party’s bricks.
Millions of products are in the hands, Li Ying had to find a way to build The sales network digested. For this reason, in the same year, he took a booth of more than 400 squares in Porcelain Sea International, and went up and down on two floors, while continuing to make ceramic glaze and selling bricks.
Because of the cheap price, in the low-end market, special bricks are very popular. In addition to rushing bricks, Li Ying will also take over the backlog of some manufacturers to deal with, “such as manufacturers backlog of 100,000 boxes of goods, I can help him all digestion, manufacturers can not let these products rotten in the warehouse, the product is not old Some of them are still of good quality.” During the peak period, Li Ying had sales of more than 4 million yuan a month.
In the same period as Li Ying entered the special brick market, and Su Chang. In November 2016, Su Chang and a fewTogether with the partners, they won a showroom of more than 300 squares near Taonan Road. The lower floor is used to display products and the upper floor is used for office.
According to his memories, the overall brick market has developed rapidly and is easier. Get started and have low risk. Although it missed the most insane period of special brick sales, everything is still in the normal trajectory. Its annual sales in 2017 reached 30 million, and the monthly sales during the peak period were between 3 million and 4 million.
Su Chang said frankly, the current special brick market and the first two years of gold The period is unparalleled. It is reported that before and after 2015, the daily sales of special brick companies that have done well are over 10 million, and the best of them – Xingjiang’s monthly sales can easily reach 30 million. Although it is impossible to verify with the other party, it may be a glimpse of the madness of the special brick market. As a result, the supervision department of the Foshan Municipal Administration for Industry and Commerce raided the Taonan Road of Huaxia Ceramics City, demanding that the special brick merchants’ exhibition hall image display and propaganda copy should not appear “special price”, and said that the offender will be fined.
Today, Taonan Road special street, no “special offer” Words, more, are “XX brand ceramic tile wholesale center”, “XX ceramics famous product exchange”, “XX ceramics summary” … everywhere you can see the “super low-cost sales brand name factory brick” propaganda slogan.
In Su Chang’s opinion, the word “special price” is numerous for Huaxia Ceramics City. Brand companies have caused a certain degree of influence and disrupted the market order. “It is not unreasonable for the government regulatory authorities to do so. Otherwise, Huaxia Ceramics City has passively posted the label of ‘special offer’.” Span>
Price is transparent, profits are bottoming out
The difference between the former and the stable operation mode is that the Guotao Famous Porcelain Collection located in Taonan Road, Huaxia Ceramics Expo City has been in operation since 2015 and expanded to three stores in just one year, all located at Huaxia Ceramics Expo. According to the person in charge of the city, Liang Rongjian, he included some special brick shops in the surrounding area. He was operating in the Shagang ceramics wholesale market in the early days. Later, due to the concentrated brand of Huaxia Ceramics Expo City, the supply was abundant and the company moved to this place.
After more than two years of operation, currently only two exhibition halls of a ceramic enterprise The area is 3,200 square meters. It is conservatively estimated that its sales will reach 180 million in 2016. The sales in 2017 will grow steadily and the sales will exceed 200 million. During the peak period, monthly sales exceeded 30 million.
But compared to the previous two years, in 2017, Liang Rongjian’s biggest feeling is the source of supply. Although the channel is much richer than the original, but with the growing number of special bricks, the price of the product has been very transparent, and the profit has gradually bottomed out. At the same time, in 2017, all production areas strictly adhere to environmental protection. Under the violent impact of the environmental protection storm, the normal production of some manufacturers was affected, and the survival suffered a severe test. “If the supply is affected due to environmental problems, or the manufacturers are not benign Operating, it increases the risk of cooperation.”
The same feeling, also There is Yang Bo.
He admits that the 2017 opening year is very different from the feelings of the same period last year. It has been deserted a lot. The special bricks have not been done well in the previous two years. In this market, such as Xingjiang and Yuxuan, they are far ahead, and they are getting bigger and bigger, but they have also withdrawn from the market. In the past year, from the outside world, Yang Bo’s company management is still acceptable, and 100 million business targets have been completed 60%, but only he understands in his own heart, how much business pressure.
As time goes by, Yang Bo clearly feels the profitability of special bricks. Start to lower. “The amount of special bricks is no problem. We have a team sales of 3 million a month, but the profit is very thin. In the past, we fixed cooperation with several factories. The unit price advantage is very obvious, but now there is no money to make, no matter what Manufacturers are still us, they are very passive.”
In addition, due to the extremely low barriers to entry in the special brick market, the industry is uneven, and there are even some unsatisfactory Merchants disrupt the market. Liang Rongjian said that in the past two years, there have been a number of special brick brands shoddy, replacing the first-class products with the packaging of superior products, stealing the column, although the current earned fast money, but also equivalent to losing a customer.
Crazy “Derivative Mode”
” 800 polished glazed bricks, Foshan Xiqiao delivery! Single large quantity!”
“Today’s main push, the price is super low and super discount. 800 diamond crystal marble, excellent products, large color number, large quantity, suitable for the construction site.”
“100,000 pieces of 600 white cloth are on the line, can be sent to the package, Nanzhuang pick up the goods, can be trusted, can be taxed, can produce white bags, export, pressure warehouse, speed electricity.”
These promotional terms, which only the industry can understand, are special brick sales. An important way to promote. Yang Bo is also currently training several newly recruited salesmen on how to edit and promote terminology, what to say first, what to say later, and what format.
This seemingly simple job, in Yang Bo’s mouth, became An instruction that must be implemented in accordance with standardization. Under normal circumstances, a salesperson who makes special bricks, the daily WeChat circle of friends pushes more than a dozen, which can be compared with Weishang. At the same time, this information needs to be sent in groups of 200 people. According to Yang Bo’s experience, at least 2 of the 200 people will come to inquire and reach a cooperation. If the customer asks about the product color or price, Yang Bo has also set a set of standards for the salesperson to quickly respond to the customer’s effective information and try to seize the customer as soon as possible.
It may be for most people to promote this “micro-business” The method is too simple and rude, but for the special brick sales team, it is the most direct and effective way to promote, and no cost. In addition to directly reaching cooperation, it can also absorb powder and accumulate a large number of human resources. For the sale of special bricks, the most important thing is resources and contacts.
Today, Yang Bo personally registered two micro-signals, an average of WeChat In addition to the number of friends more than three thousand, in addition, he also added dozens of large and small circle groups, sending promotional information from time to time. This seemingly ordinary move is an important part of Yang Bo’s daily work.
In addition to WeChat, telemarketing is nothing more than an important marketing Ways, special brick sales are rarely on business trips, they communicate with the outside world, in addition to WeChat, is the phone.
Yang Bo’s sales Xiaohe said that it’s the biggest feeling of special brick sales. It is to be diligent. In the early stage, I contacted the customer on my own initiative, and fixed the call greetings every day. In the later period, Xiao He’s phone never stopped. “Receiving the phone is part of the daily work. Sometimes I go to work from morning to work, the phone does not stop, and there is no time for rest at noon. At that time, the whole person’s state is holding the phone ear and worrying.” But Xiao He also Clearly, there are many calls, which means that the supply is large and there is business to do.
often the most primitive and stupid way to train people . Xiao He’s growth rate is also remarkable. Shortly after he joined the company, he began to bring new people and become group representatives. When he did well, he earned more than 40,000 a month.
in brand manufacturers and private throwing factories
Strong Survival in “Cracks”
In the opinion of many respondents, the 2018 special brick market is still not clear, Yang Bo’s plan is, and The manufacturer maintains cooperation for engineering customization. “The products we choose are either the latest, not found in the market, and have a price advantage at the same time; either the most ‘old’ and the lowest price.” In fact, he wants to try to find a fierce market competition. “Differentiated” products.
At the same time, Liang Rongjian also said that the business philosophy of the big three yuan has always been ” People have no me, people have me, people are good and I am honest. In any case, they must reflect their own advantages. In 2018, Liang Rongjian prepared to cooperate with manufacturers in the form of shareholding manufacturers to ensure the quality of goods and products.
The industry insiders said that the special bricks have always been in the brand manufacturers and privately The factory’s “sandwich” survives, and its vitality is strong. Although it is not as crazy as the previous two years, the special brick market will continue.
Yang Bo said that the special brick market has already passed the era of huge profits, and gradually Return to reason. However, it is still an eternal topic in the ceramic industry. As long as the products of the manufacturers are updated, there will always be slow-moving products, first-class products, and eliminated products. It is also necessary to have such a digestive system to help them digest.
“It’s going to be better, but it’s getting better, but there are people I don’t know how to do it, because the ‘special brick’ sounds low-end, and there are more connections, resources, and cash. When the capital can’t keep up, it will be difficult.”
The above views have also been recognized by Liang Rongjian. For the 2018 special brick market, he expressed confidence. Up to now, Dasanyuan has cultivated a professional sales team, and the team is still expanding, broadly developing the terminal market and sales outlets, and has cultivated its own brand. In his view, since the special brick exists, there is Its rationality, the future test is the team, resources and comprehensive services.