Text/Maoran
The ceramic industry has recently become popular with live broadcasts.
In less than two months, ceramic companies seem to have suddenly mastered the Internet that they have been unable to understand for so many years, and everyone is shouting "live broadcast". Following "live broadcast meetings", "live broadcast training", "live broadcast profit sharing", to "live broadcast to grab factories". How many ceramic companies were "live broadcasting to grab factories" during "315" the day before yesterday? All over the screen! Even if you can’t grab one, don’t be discouraged. Anyway, there will be “316”, “318”, and “320” in the future...
It’s not that companies are “robbing factories” all the time, but because the third-party platforms that provide “venues” for consumers to grab factories have been sold out, and when the schedule is not enough, companies can only The time for "robbery of factories" will be postponed, so there will definitely be more mistimed robberies that will continue. (So, the most profitable thing nowadays is the third-party platform.)
Is it necessarily a good thing for the ceramic industry to get together to sell bricks through live broadcast? This is an issue worthy of attention after the recent live broadcast of the ceramic industry has reached fever pitch.
01
For dealers
“Only looking at the golden statue, without understanding the Bodhi Dharma, the epiphyllum reflects the moon.” Regarding the “live broadcast selling bricks” model that ceramic companies have launched recently, dealers across the country are also vigorously “roaring” for the manufacturers. Li Fan, general manager of Wenzhou Jiabo City, said with concern, “When manufacturers have adapted to online live broadcast marketing, what is the role of dealers?”, hitting the nail on the head. A reminder to everyone.
If you are a dealer, if you really just "roar" for the manufacturer, and if the result is really as Li Fan said, will you still "roar" willingly?
Good news from the "315" headquarters activities of Ouwen Lai Ceramics
(Screenshot of the anchor’s sharing results)
However, if live broadcast marketing at the headquarters of ceramic companies can help dealers, such as Ouwen Lai Ceramics, help dealers achieve online orders, if live broadcast marketing is a timely method for ceramic companies to "stabilize agency channels and demonstrate brand muscle in special periods" ", then it is a "seed" brand that is making efforts for terminal dealers. Moreover, manufacturers continue to promote through the Internet during the epidemic, which can not only demonstrate the strength behind the brand, but also refresh consumers' awareness of popular brands. The ranking of brands in various places may also change due to this... For dealers, this is definitely beneficial and harmless.
2 cases from terminal active live broadcast marketing
(Luoyang, Wuxi)
Of course, the best phenomenon is when "dealers locally turn online live streaming into a daily marketing model" to achieve self-help. Still the same sentence: It is better to rely on yourself than to rely on others. The actions of the ceramic company headquarters are only an endorsement of brand strength, and how to grasp the end market also requires the actions of dealers, such as the live marketing of cross-industry alliances of Luoyang Dajiulu Super Wear-resistant Marble Tiles and Wuxi Marco Polo Tiles.
02
For consumers
Before the "315 - Live Broadcast Factory Robbery", ceramic companies mostly used "1 yuan ordering" as "bait" for their online live broadcast activities. At that time, China Ceramics Network also focused on this "1 yuan ordering to participate in the lottery" model. A discussion started. Maybe, samePeople in the industry also discuss: Selling bricks through live streaming requires a price advantage, so how do manufacturers make money?
“Order for 1 yuan to participate in the lottery?”
——Zhong Taojun enthusiastically discussed that maybe he just wanted to win the lottery
A third-party live broadcast platform told the author: In fact, live broadcast marketing relies on giving consumers the feeling of direct dialogue with manufacturers, making them feel that manufacturers are really doing business at a loss, and then adding anchors to create the impression that they need to place orders quickly. The atmosphere allows consumers to more intuitively see the home decoration and building materials products they need, and know more clearly whether these ceramic tiles are suitable for home decoration, thereby driving consumers to make impulse orders. It is just a relatively new marketing method in the ceramic industry. It is not essentially different from the marketing methods often used in the past. The ultimate goal is to induce consumers to have the impulse to buy and promote the final transaction.
Therefore, whether the live broadcast activity of ceramic companies is "1 yuan order" or "10 yuan order", as long as the manufacturer's live broadcast method allows consumers to place orders, there is a chance of completing the order. However,a mature online and offline closed-loop service system is a big test for ceramic companies. Online privileged activity policies need to be clear, and offline store services need to be mature and professional. However, the data from the "Home Furnishing 315 Survey Industry General Review" released by NetEase Home on March 13 shows that among the "Proportion of Brands with Full Scores in After-Sales Service in the 2020 315 Service Survey", ceramic tiles were 0%.
As the saying goes, "What you buy is not as good as what you sell." If consumers do not go to China Ceramics Network to understand the "Top Ten Ceramic Brands" and just buy ceramic tiles at low prices, they may face product quality problems. Service risks. This is what consumers should worry about most.
Of course, more and more consumers no longer regard the price of ceramic tiles as the only criterion for whether they are worth buying.
03
For ceramic companies
Before, during and after the "315" period, how many ceramic companies were doing live broadcast marketing?
This time it’s really OMG! OMG them
At noon on March 13, the author only spent half a minute browsing the circle of friends and saw that 12 ceramic brands were doing live broadcasts or preheating for live broadcasts.
Those brands that officially announced that they are good for “sound”
(Ino Tiles, Xinzhongyuan Ceramics, Nobel Ceramics)
On the evening of March 15, as the live broadcast activities of ceramic companies came to an end, we also saw some brands constantly releasing good news. For example, after the live broadcast event at the headquarters, Inno Ceramics officially announced: The live broadcast room exceeded 120,000 people, and the orders exceeded 10,000, linking the Inno family in 88 cities; while New Zhongyuan officially announced: 230,000 people were online, and more than 60,000 people were online. Place an order... There are many successful live broadcasts like this. The author can't help but think of the ceramic brand ranking list on a certain treasure and a certain cat during the "Double 11" in previous years.
Will efforts and gains be directly proportional? It’s hard to say. Wang Zhiliu, Director of Ouya Enterprise Operations Center, analyzed: Traffic is the most difficult to obtain nowadays, but if an online live broadcast can attract tens of thousands of people to pay attention to your brand, it is equivalent to an offline event. Advertising placement, and a certain deposit will be charged for "advertising placement", so why not?
As the saying goes, "If there is no profit, don't get too early." For manufacturers, it is impossible for them to invest without any return. Even if they do not make money at this moment, they can still make "fame and fortune".
However, there are so many live broadcasts in full swing all of a sudden.People in the industry have become inseparable because of the live broadcasts. Everyone is either preparing for the live broadcasts or waiting to watch the live broadcasts.
However, when the leader of a local association talked to the author about the terminal situation, he said with concern: The factory’s eagerness to lower its brand image and its live broadcast marketing that seems to have dropped prices may cause a major problem.A large number of consumers underestimate the value of building materials, so they will have the mentality of not rushing to buy and compare prices. When price comparisons become the main tone of consumption, price wars will be the main trend of major building materials brands. disaster.
However,If you don’t cater to the trend, you are afraid of being abandoned by the advancing real world. What to do? (Tangled) Let’s do the live broadcast.
Let’s talk after playing.
April Fool’s Day is coming, how fun can live streaming be? This question needs to be thought about carefully.
The author is also going to hold a live broadcast planning meeting. Until next time.
