Today the temperature in Foshan is still as high as 35℃. So the question is, how do Cantonese people feel the breath of autumn? Maybe a box of mooncakes. How do brick movers feel the breath of autumn? Possibly a fall national tie-up.
Autumn is a harvest season, but many people in ceramic companies are still under the shadow of substandard performance in the first half of the year. However, no matter what the market is like, the "Golden Nine and Silver Ten" still come as promised. In order to achieve breakthroughs and generate income in an era of uncertainty and fierce competition, more efforts are needed.
Brick sellers are more tired of marketing innovation than consumers are tired of discounts and promotions. Once a person becomes negative, the words "the market is not good and the peak season is not prosperous" become like a curse. At this time, the euphemistically called "Autumn National Linkage" event will be like previous years with a different approach, or it will fall into the same bad routine as other brands' promotions. After all, the ambition of a passive person is to "rely on discounts to offset sales and reduce prices to sell inventory" to survive the "winter". It can be seen that the more difficult the industry is, the more valuable the firm belief is.
Speaking of national linkage activities, the author is more impressed by the "Challenging China's Philanthropy·Ten Thousands of Cool Runnings Waiting for You" launched by Samit in 2017, because this national linkage has been upgraded from a simple promotional activity At the level of brand marketing. From the perspective of the significance of national linkage activities, it is a measure that can truly benefit the entire dealer system. On the one hand, it can allow stores to attract more customers, on the other hand, it can allow consumers to obtain more discounts, and at the same time Increase brand awareness. However, holding a national linkage is not that simple. It will test the company's innovation capabilities, overall operational capabilities, and team execution capabilities. It requires unified deployment arrangements, unified program planning, and unified publicity and promotion.
That’s why, even though they are doing nationwide linkage, some brands seem to be enjoying themselves, with big thunder but little rain, while some brands can detonate terminals and make a lot of money. In this regard, the author has sorted out the national linkage cases of several brands this year that relied on their strength to detonate terminals. Although it is not recommended to follow the trend and imitate, the good cases are still worthy of everyone to learn from. Only by constantly analyzing the reasons for others' success and then reflecting on one's ownIt is only through the shortcomings of the body that we can avoid being eliminated by this era of "selling bricks by relying on our brains".
1. Only a thoughtful approach can impress consumers
Guanzhu Ceramics: "Happy Koi Festival" national linkage in autumn is about to start
Becoming a "Koi" is undoubtedly the common wish of the people this year. In order to cater to the 70th anniversary of the founding of the People's Republic of China, Guanzhu Ceramics plans to draw 70 Koi from customers across the country to share the cash prize of 350,000. The owner who has completed the transaction only needs to ask the staff of the terminal store to enter the order into the Guanzhu smart store platform to participate in the koi drawing event. Each lucky "koi" will receive 5,000 yuan in cash from Guanzhu headquarters. Who wouldn't be tempted? ? The national linkage of Guanzhu Ceramics is based on the theme of "Happy Koi Festival", and the new creativity makes people full of expectations.
Tongli marble tiles: "Tongli benefits the whole country·Happy shopping" is popular across the country
Using the cost of marble tiles to achieve the high-end effect of natural marble and bringing high-end marble tiles into thousands of households is the constant goal of Tongli Marble Tiles. Recently, TOMELY launched a nationwide large-scale promotion event - "Tongli benefits the whole country·Happy Shopping". As long as the stores in the city participate in this project initiated by the manufacturer, the decoration owners can not only get real discounts, but also the brand The headquarters will also plant a tree at the "Tongxinlin" Forest Farm in Inner Mongolia in the name of the owner on Arbor Day, March 12th, so that the wishes of a family can grow with the sapling. One activity can combine family happiness and social happiness of charity and environmental protection. How about it? Is it heartwarming?
2. Video/hot drama marketing, how can you become popular if you don’t keep up with the trend?
General Ceramics: The first Douyin Challenge is waiting for you
Douyin has become a must-have APP for modern people’s daily entertainment. As soon as we assume the identity of a shady netizen, we instantly become beautiful, talented, capable of sex shows, and have great imagination. Recently, General Ceramics launched the first Douyin Challenge. Whether it is store style, product knowledge or brick-moving postures, as long as it is a "brick incident" that you find interesting enough, you can film it and make it into an interesting video to bring topics. Post #大General Ceramics National Linkage # on Douyin, actively share and collect likes, and you will have a chance to win a generous bonus of up to 4,999 yuan! It’s fun, informative and has prizes, who doesn’t want to play?
Nobel Tiles: "Nobel 828 Super Brand Day" jointly with the popular drama "Little Joy"
Recently, "Little Joy" has reached its finale, with a total of 2.9 billion views and a Douban score of 8.3. It topped the list of Chinese-language word-of-mouth dramas for the week and has become the most popular TV series currently. Nobel Tile reached a cooperation with "Little Joy" and used it as a prop advertisement to be embedded in the TV series. From a comprehensive combination of publicity and activities, it used four tricks to maximize the brand's exposure, and finally achieved the "Nobel 828 Super Brand Day" 8.67 Achievements in sales of 100 million yuan! I have to say that this wave of operations is really 666.
3. Only when morale is full can the terminal win the battle
Xinghui International: Season 2 "30 Crazy Selling System" Elite Training
Since Xinghui International launched the "30 Crazy Selling System" project on August 12, the first batch of terminal agents who implemented the 30-day change plan have reported that the sales volume has increased qualitatively compared with the average monthly sales, breaking through the sales dilemma and open up new growth channels. From September 3rd to 4th, Xinghui International held a 2-day closed second quarter "30 Crazy Selling System" project training session at the Danzao Xianhu Prayer Hotel in Nanhai, Foshan, Guangdong, and continued to help achieve doubling of terminal performance as the core. In-depth analysis of the 30-day change plan to achieve crazy sales of products and create a nuclear explosion in terminal marketing.
Romario Tiles: 20th Anniversary "2000 City Gratitude Giving Back" Pledge
From July 20th to August 11th, on the occasion of the celebration of the 20th anniversary of Romario tiles, a large-scale national linkage was carefully planned and launched for terminal flagship stores across the country. For this event, manufacturers gathered Manpower, material resources, financial resources, etc. provide multi-faceted and all-round support to the terminal and give back to the terminal customers with practical actions. On July 10, Romario Tile held the swearing-in ceremony of "2000 City Blooming in 20 Years". At the meeting, the sales elites had clear goals, clear ideas, and full morale. They used sonorous and powerful voices to explain the best of sales leaders. mental state and belief in victory.
To sum up, if the national linkage is not done well, don’t blame the market conditions. It is because you lack a creative plan and a sales team with strong execution ability. As for the effectiveness of the national linkage of various brands in the terminal explosion in autumn, the author decided to personally go to the terminal stores for everyone to take a look. Special reminder: China Ceramics Network’s terminal market research [Xiamen Station] is about to start! Want more terminal information? Just follow us!
