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【罗青论陶】终端见分晓

文/罗青【众说4.24期】

文/罗青【众说4.21期】

  随着国力增强、消费升级,以及消费者越来越年轻化,对陶瓷产品的要求越来越高,普普通通的大路货,毫无新意,在市场上基本上卖不动了,即使卖出去了,也赚不了几两银子,纯粹是当搬运工,甚至连搬运工的待遇都不如!总之,在产能严重过剩、产品同质化的当下,卖瓷砖绝对是一种苦差事,难度系数高,没有优质的产品,差异化的设计,强势的品牌,良好的营销策略,是很难把瓷砖卖好的!记得有一次,笔者与欧雅集团的霍老板一起到法库东北陶瓷市场调研,有位当地的经销商大佬,一年辛辛苦苦卖了八千万元的私抛砖,依然没有什么利润,相反代理某个大品牌陶瓷企业的产品,只卖了二~三千万,却获得了丰厚的收益。
  尽管目前陶瓷行业数码喷墨技术相当普及,产品花色品种变化看似简单方便,但模仿抄袭也变得十分容易,令产品同质化的现象日趋严重。首先是在产品图案设计环节出了大的漏洞,疏于把控,有不少陶企为了省点图稿设计费,往往不追求原创与唯一性,只追求设计价格优惠,或盲目跟风而上,结果家家户户都生产出几乎一样的产品,产品到了终端建材市场,再牛的代理商也不一定卖得动。因此,为了提升销售业绩,将库存产品尽快变成真金白银,要从源头设计上入手,坚决杜绝“一稿多卖”的现状,力争让每一款瓷砖都独一无二,变成爆款产品,像苹果手机一样令客户尖叫,才是明智之选,上上之策。否则,即使花了大量的金钱去请明星代言,或者到处投放巨资广告,最终的推广营销效果也不会能令人满意开心。
  当然,终端市场营销的成效如何,临门一脚非常关键,肯定是由经销商的能力与素质所决定。前不久,笔者到美丽的杭州参加家居建材产业高峰论坛,顺便也到访了杭州六度空间、新时代等知名的家居建材广场调研,对此更加深有体会。可以说,有什么样的经销商,就有什么样的销售业绩。凡是大的品牌,如东鹏、马可波罗、冠珠、蒙娜丽莎、金意陶、冠星、简一等,一定会想方设法找当地最优秀的代理商来合作,因为只有有实力的代理商,才有可能全力开拓本地市场,做好细致服务,取得更多的终端市场份额。尤其是当产品价格透明,明码实价渐成趋势之后,暴利时代一去不复返,经销商的经营管理、配套服务水平显得更为重要,后期服务带来的价值不可估量。
  总之,品牌的强弱,从终端代理商身上就可以分出高低,谁抢占了更多的优质代理商资源,谁就能笑到最后!

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