"Live broadcast" is not a new word. As early as 2016, various live broadcasts were already very popular, but they are not in the same league as the construction and ceramics industry. It wasn't until the COVID-19 outbreak in 2020 that live streaming sales and even live streaming investment became popular in the industry.
Since the beginning of the new year, major exhibitions have announced postponements due to the epidemic, and the Foshan Ceramics Expo (offline) in April could not be held. For ceramic tile brands, the large-scale investment fairs and new product launches held during the Ceramics Expo every year are the focus of their annual operations. In order to complete the tasks set at the beginning of the year amid repeated epidemics, launching an online live broadcast investment fair is undoubtedly the best solution. Good choice.
April is recognized as one of the "golden months" for investment in the industry. Ceramic tile brands will choose to conduct large-scale investment during this time every year. If there is anything different this year, the main battlefield for investment is offline. Moved to online live broadcast room.
They are all doing live broadcast investment
Who benefits the most?
According to incomplete statistics, nearly 20 ceramic tile brands held live broadcast investment meetings in April, and nearly a thousand investors expressed their agency intentions through the live broadcast room.
On March 16, Eagle Ceramics officially launched a national investment promotion, and on April 21, the "New Eagle Brand, Create the Future" national live broadcast investment conference was held in the Foshan headquarters exhibition hall. So far, the number of contracts signed has exceeded 132 cities.
On April 6, the 2022 Yueqiang Tile and Slate Partner Recruitment Summit kicked off. On April 26, this investment summit ended with the signing of 30 customers and preliminary cooperation intentions with 10+ customers. .
On April 13, Qianghui Seiko Tile held a live investment promotion meeting, and successfully locked in 50 city franchisees in Ordos, Inner Mongolia and Gaoping, Shanxi;
On April 19, Shunhui Tiancheng Slate held the 1+N Big Business Empowerment System Interpretation and the 2022 Spring Online Live Investment Promotion Conference with the theme of "Rock Without Boundaries·Big Future", successfully locked in 9 major cities to join the live broadcast that night.
On April 21, AutoNavi Ceramics held the 2022 Live Broadcast Business Selection and Wealth Summit online. The two-hour live broadcast finally successfully locked the franchise city 86 cities.
On April 22, Laideli Ceramics successfully held a happy business partner summit with the theme of "Signing and Delivering Stores", and joined hands with a group of new agents through online interaction and live broadcast sharing.
On April 25, Zhuoyuan Energy Brick held the first live online business selection and wealth summit in 2022, and finally successfully locked in 88 cities, bringing this online business selection and wealth summit to a successful conclusion.
On April 26, Shunhui Ceramics & Slate held an online investment promotion meeting with the theme of "Being Shunhui, Making Bricks Sell Better". The investment promotion performance was also impressive and a number of new service providers were attracted.
On April 27, General Tile’s April live broadcast business selection and wealth summit came to a successful conclusion, successfully locking in partners in 163 cities. Its last investment conference was held on March 24, and also successfully locked in 156 cities.
On April 28, the "Small Investment·Big Wealth" online live broadcast investment promotion meeting of Lijia Ceramics was successfully held. As of 24:00 that night, 36 orders had been paid online with deposits, and 76 cities in the region were successfully locked.
On April 28, Tao Yuanshuai Ceramics held an online investment conference with the theme of "Breakthrough - How to Profit Stores under the Epidemic", and closed a batch of interested customers through online live broadcast.
On April 28, New Henglong Ceramics’ “Join New Henglong, Win-win with Champions” online investment live broadcast event was successfully held. The cloud signing in the live broadcast room was very popular, and 43 cities were successfully locked.
On April 28, Dongpeng Furniture Furnishing launched the "Dongpeng Furnishing & Pengzhu Ten Billion Partnership" with the theme of "Super 6+1·Nuggets New Decoration" through "cloud live broadcast" At the end of the "People Plan", 26 cities of interested customers were successfully targeted.
……
It is worth noting that this wave of live broadcast investment promotion has not stopped, and it is expected that more brands will join the live broadcast investment battlefield.
Why wait until 2022
Only live broadcast investment is taken seriously?
In fact, whether online or offline, investors still want to find brands and brands want to find dealers. The fundamental purposes of both have not changed. What really needs to be considered is the mutual benefits and disadvantages of online or offline investment.
For investors, looking for brands during the exhibition means that they need to visit the exhibition hall, brand headquarters, and factories. At this time, most brands tend to prepare vehicles, accommodation, personnel reception and other benefits, but the complicated and lengthy inspection itinerary and negotiation content have also become a burden for investors, especially as local epidemic prevention and control measures are strictly enforced. Under this situation, people have become cautious about inspecting brands across provinces, and travel time should not be too long.
There is another important reason why investors increasingly recognize live streaming investment promotion, and that is efficiency. Through online channels, they have expanded the scope of choices and increased the opportunities for comparison. As long as they switch to different platforms and different brand live broadcast rooms, they can easily achieve information coordination and comparison. In addition, live broadcast investment promotion is limited by time, and brands will no longer make too many detours in order to make a quick decision. They will focus on products, operations, prices and investment policies, and the quality of communication will be higher.
I have to admit that through live broadcast of the investment promotion meeting online, brands can quickly connect with dealers and quickly promote the investment promotion work. However, when the industry first implemented this model, not many people expressed optimism.
For brands, offline investment promotion is more controllable. Live broadcast investment promotion is limited by factors such as time, location and presentation method, making investment negotiation more difficult. Not only that, how to solve the dealer's real experience of space atmosphere, product texture, process details, etc. has become a major problem for brands before live broadcast investment promotion.
“Traffic is still the biggest problem. The vast majority of interested agents come in through invitations from salesmen, and there is very little traffic from other entrances. After all, there are more brands doing live broadcast investment, and the attraction of the event will inevitably be weakened. "The relevant person in charge of a ceramic tile brand revealed, "Generally speaking, the quality of customers through live broadcast investment promotion is not as good as offline, because the powerful dealers in each city are surrounded by many of our competitors, and they want to act as agents. Brands don’t even need to go through a live broadcast room.”
On the one hand, more and more investors are more inclined to the live broadcast investment model; on the other hand, brands are not willing to live broadcast investment and even regard it as useless. The emergence of conflicts means that one party has to make a compromise. Obviously, the compromise That party will only be the brand side. Because in an environment where “there are too many monks and too little food”, if you don’t do live broadcast investment, other brands will do it. This is why live broadcast investment was not favored at the beginning, but in the end many brands joined it.
Tile brand live investment promotion
What homework do you need to do?
How to carry out online live broadcast investment promotion work? Some brands will spontaneously organize live broadcast investment promotion meetings, some brands choose to cooperate with third-party platforms, and some brands will cooperate with home furnishing stores to conduct multi-category live broadcast investment promotion meetings. In terms of tools, the investment promotion functions of various live broadcast platforms and mini programs have become more and more mature, and their capabilities of attracting traffic, accumulating customers and fission have been further improved. With the diversification of investment channels and the controllability of investment costs, the promotion efficiency of brand investment activities has also increased.
Zhong Taojun learned that some brands in the industry have set up dedicated digital marketing centers, which are mainly responsible for online live broadcast investment promotion, online new product launches, online media platform operations, etc., and most brands have also formed investment promotion teams. /Department, deeply engaged in online live broadcast investment promotion.
Although each brand has spent a lot of effort on online live broadcast investment, the results obtained are different, which has a great relationship with the brand's positioning and development status. As people often say, there is no right or wrong direction of effort, only appropriateness and inappropriateness.
For big brands with less white space, it is undoubtedly very attractive to open agent quotas at live investment promotion meetings, but due to various factors, their degree of compatibility with investors is also relatively low. . Therefore, it is difficult for such brands to close deals in live broadcast investment promotion.
For most small and medium-sized brands, they have certain advantages in terms of regional agency rights and ex-factory prices. Through investment policies and the presentation of input-output ratio, they can quickly target new start-ups or cross-industry companies. Investors, but the follow-up will also test their one-on-one and personalized business negotiation capabilities.
In addition, for brands in niche areas, their products includeFeatures, more precise positioning, and fewer competitors can attract more high-quality investors in subdivisions, and most investors have strong agency intentions. It is the easiest type of brand to close deals in live broadcast investment.
\\\\\\
It is foreseeable that as live broadcast investment becomes the new normal for investment in the ceramics industry, all advantages and disadvantages will be infinitely magnified. This will not only accelerate the survival of the fittest among upstream manufacturers, but will also reshuffle the terminal dealer group. .
