"Happy New Year, are you working online?" - This is the first opening line of Zhongtao Jun to greet people from ceramic brand companies. Because the staff of brand companies contacted by the media are often people working in the marketing department, 80% of the responses were: already working online.
"In response to the epidemic period, will you make adjustments to support policies for the terminal market?" - This is the second sentence asked by Zhong Taojun. 90% of the interlocutors responded: Yes, adjustments are currently needed. The year-opening plans and plans made years ago, first of all, are preparing for the arrival of "315". You must know that every brand company has plans made years ago; and now that the terminals cannot sell bricks, they need to empower the terminals. Dealers - focus on the arrangement of online training and guidance courses. It can be seen that "when a crisis comes, we begin to emphasize the role of people, value people's subjective efforts, and emphasize the company's own capabilities rather than environmental constraints. Only in this way can we truly get along with uncertainty." - from Beijing The exact words of Professor Chen Chunhua, Dean of the biMBA Business School of the National Development Institute of the University.
Moreover, the heads of marketing departments of certain brand companies often reply like this: "Sorry, I'm busy, I will reply to your message later"; "I just finished a video conference for the day"; "We are more tired now than when we officially go to work"; " There is no regular assessment method and I don’t know if wages will be calculated in this way. Let’s talk about voluntary labor”...
That’s true, 24/7
How busy are they? Just look at the online training courses of various brand companies.
The first round: the role of business schools in brand enterprises
For example: Jianyi marble tiles, Huiya tiles, gold medal Asian tiles, Jinyi ceramic tiles, Bode Seiko, Langjing bathroom
Jianyi marble tiles, Huiya tiles, Gold Medal Asian Tiles, Jinyi Ceramic Tiles, and Langjing Bathroom Related Training Content Pictures
Jianyi Marble Ceramics Li Zhilin, chairman of the board, introduced in the "A Start-up Letter to the Jian Family" that Jianyi actively carried out online training practices for link terminals, and then its internal feedback stated that It is called "care training" and is intended to benefit service providers, improve team capabilities, and enhance the professionalism of service providers in various practical operations. It is reported that its "care training" content is carried out in two batches. The first phase is from February 5 to 10, focusing on basic service capabilities to prepare in advance for resumption of work and serving customers; from February 11 to the present, the second phase is The purpose of this stage is to lay a solid foundation and further improve the service capabilities of service providers.
Huiya Tile Deputy General Manager of Marketing Jian Qianmin said: Training under the epidemic is mainly about thinking mode training, and there are also some online activities Mode of operation.
Gold Medal Asian Tiles is a training content with the theme of "Warming the Heart and Fighting the Epidemic at Home with Materials". There are different content directions every day, focusing on 15 p.m. every day. :00 starts, and distribution customers from all over the country are invited to meet in the live broadcast room to participate in learning. The training time is basically 60 minutes.
Jinyitao In order to ensure continuous online service to dealers during the epidemic, Jinyitao Ceramics has conducted online training on new products and marketing for dealers across the country through Douyin live broadcast from February 2 to February 9. A total of 8 courses have been held online, with more than 30,000 participants. “In addition, we empower dealers across the country through a smart platform.” Zheng Yan, director of Jinyitao’s Brand Strategy Department, said, “During the epidemic,this platform enabled the company to form a good link with dealers and customers across the country. , to attract customers and attract traffic. ”
Chen Jiewen, deputy dean of Bode Business School, said: The role of business schools in brand companies is more obvious now. Our online training has a lot of content, which is intended to get dealers to take action. Therefore, it is mainly based on Three major stage themes. In the first stage, we first conduct WeChat blasting activities through some online activities, and the event momentum begins to lead to training courses; in the second stage, we mainly focus on training on the product knowledge points, value points, differences points, etc. of Bode's major series; in the third stage stage, giving in-depth lectures on salesCourses on sales techniques. There are six classes per week (per phase), for a total of 18, and classes run until February 29th. To ensure the effectiveness of the training, in addition to the interactive Q&A rewards in the morning training and afternoon sessions every day, there is also a stage of online testing.
Langjing Bathroom The content set by the business school is "full bathroom customization, trendy new products, and sales skills" to allow terminal dealers to make different plans in response to market changes and needs. Brand Business School believes: Effective online training content requires two classes a day, each class is one hour long. During the class process, questions are asked at any time, assessment is done at any time + one test per class to ensure the quality of training.
Round 2: The role of digital marketing tools
For example: ICC ceramic tiles, mango ceramic tiles, Louvre ceramics, Ofulai ceramics
ICC ceramic tile related training content map
ICC Ceramics Marketing department staff reported: Online training has been conducted for a year. Each course includes video recordings of training instructors, courseware, and test questions. Every employee of the dealer and team has Account, convenient for learning and assessment. Training is an uninterrupted process. During this period, the training content for dealers focuses on attracting traffic and online services, and relies on some tools to get the store staff active.
Mango Ceramics is also an online training mainly for new products. Its marketing department staff said: We adopt the form of recording and broadcasting, and then make the duration of a single course shorter so that everyone can Learn anytime, anywhereThe content is all about explaining the design inspiration and process characteristics of the new products being promoted, mainly to allow shopping guides to quickly understand the new products and cooperate with sales after sampling in the store.
A short video of Red Star Macalline encouraging merchants to conduct online activities
Louvre Ceramics Mainly arranges guidance and arrangements for the promotion of online activities, guiding agents to develop online activities, aiming to carry out marketing innovation in the smallest unit, revitalize internal strength, and generate direct economic benefits. . Zeng Jiaqiang, Marketing Director of Louvre Ceramics, said: The most effective online training is practical training on simple and easy-to-use marketing tools (such as mini programs) without throwing away theory. Later, he also cited the way Red Star Macalline encouraged merchants to conduct online activities as an example.
Oufolai Ceramics The marketing department staff also said that they are providing dealers with some simple tools to facilitate online signing.
The third round: case effect
For example: Big Horn Deer super wear-resistant marble tiles, Oceano Ceramics
Related case pictures of Bighorn Deer super wear-resistant marble tiles and Oceano Ceramics
Big Horn Deer Super Wear-Resistant Marble Ceramic Tile It is well known that it provides strong support to its distribution customers. Since the beginning of February, the brand has launched a charity event called "The epidemic is ruthless, but people are kind". Donate money while training and encouraging end customers to get moving. Taking its end customer, Dajiaolu Chongqing Wuxi store, as an example, according to its official external information: from the start of construction to February 16, 2020, 22 transactions were completed, with a unit value of more than 400,000, and the epidemic city counterattacked, starting the first resumption of work gun.
Ocean Nuo Ceramics In addition to various online training courses such as "3D Design Learning Skills and Assessment Explanation", it also launched the "Ocean Nuo Cloud Business School Online Learning Contest", andGood news comes from terminal signings.
——There are many successful practical cases. Zhongtaojun would like to ask: Will this bring "fear" to other local dealers or other ceramic brand companies that have not signed the contract? Too powerful.
The fourth round: the role of "Special Tutor"
For example: Owen Lai Ceramics, Jinke Ceramics, Zhuoyuan Energy Bricks, Gaode Ceramics
Related training content pictures of Ouwen Lai Ceramics, Zhuoyuan Energy Bricks, and Gaode Ceramics
Owen Lai Ceramics Starting from February 14th to 15th, live broadcast training will be conducted by internal personnel of the company, and this week we will start live training with terminal store managers as lecturers. The marketing department staff said: Online live training is the most efficient. Brands still think and operate from the perspective of dealers. During the epidemic, the main focus is on the efficiency of collaborative offices and the efficiency of terminals reaching consumers. "Efficiency" needs to be solved quickly, please ask stores with excellent terminals If you want to hold live broadcast training for a long time, their words and experience and skills will be more applicable. The plan will be arranged twice a week.
Jinke Ceramics is a third-party tutor with long-term cooperation. It uses online live broadcast or video teaching, focusing on terminal sales content, with the purpose of increasing the number of orders.Quantity and single value.
Round 5: Do it yourself
For example: Gubaosi Ceramics
Q: Brother, what are you doing?
Answer: We are currently training customers in Beijing. During this free time, dealers can learn basic knowledge and unite their morale.
Q: What kind of online training content is the most effective?
Answer: The most effective way is probably video training.
Ask again: ...(no reply, busy)
——The above dialogue is from Zhongtaojun and Sun Shiquan, Managing Director of Gubaosi Ceramics
If the leaders directly take charge of the video training, it may encourage the terminal dealers even more.
Write at the end:
To sum up, it can be seen from the above examples that the purpose of training is to enable terminal distribution customers to sign online and offline orders. If the non-actual case "training" (reference, encouragement) function, other direct and effective lines For training, most of them adopt the interactive method of live video.
Perhaps one day, trainers who do online live broadcasts for ceramic companies will be able to sell bricks online like beauty blogger Li Jiaqi. But their mantras will not be: "Oh, my god!", "This color is so beautiful!", "Promise me, buy it!", "Amazing!". Instead, it says:
"Oh, my god!",
"This piece of brick is so beautiful!",
"Promise me, pretend it!",
"Amazing... my history of achievement begins with a bat, which truly rewrites the traditional sales model in the ceramic industry!"
