Spicy Review • Issue 23
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Watch the various aspects of the pottery industry quietly, and comment on the pottery people.
You have stories and I don’t drink. The truth is just as easy to get drunk on.
The 23rd issue of [Spicy Review] is coming, please prepare the watermelon and small bench for the ceramic people.
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Careful readers will surely find that China Ceramics Network, the most powerful portal in the construction and sanitary ceramics industry, has recently opened a new column on its website - "Word of Mouth", which consists of "Word of Mouth Ranking", "Word of Mouth Questions and Answers" and "Complaints" "Taiwan" three sub-columns.
Why open such a column?
The purpose is to guide construction and ceramics enterprises to improve their sales and service levels, strengthen brand reputation building, and actively transform from industry-cognitive brands to consumer-cognitive brands.
Coincidentally, just after this column was launched, a consumer called and reported to China Ceramics Network the problems he encountered when purchasing ceramic tiles from a dealer of a well-known ceramic tile brand: He thought that the ceramic tiles he bought There were cracks on the surface of the tiles, but the merchant explained that they were for decorative effect. For this reason, he wanted to ask the manufacturer for a clear explanation.
But he didn’t know the phone number of the brand’s after-sales service department, so he asked China Ceramics Network in this way when he had no other choice.
The result of the matter was shocking. The brand actually did not set up an after-sales service department, nor did it set up an after-sales service specialist position, nor did it even set up an after-sales service telephone number.
Would you believe a brand like this that says it attaches great importance to product quality and brand reputation, and wants to build a consumer brand based on user thinking?
Anyway, Brother Chan didn’t believe it, and I believe that the consumer who called China Ceramics Network didn’t believe it either.
The above situation is by no means an isolated case in the construction and ceramics industry.
An industry insider who did not want to be named told Brother Chan a true story - after a long process, the ending was blinding.
One day, a consumer called a local dealer of a well-known ceramic tile brand and said that a large part of the ceramic tiles purchased from his store had color difference problems and asked for an exchange or return.
But the dealer was afraid of losing profits and was afraid of trouble, so he took the evasive approach, saying that such problems should be solved by the manufacturer, so he gave the phone number of the manufacturer's business manager responsible for this sales area to the consumer, and also Said this was the phone number of the manufacturer's after-sales service department.
The consumer called the business manager to ask for a solution to the problem. The business manager didn't know what to do, so he told the consumer the phone number of the marketing department, saying that this was the number of the after-sales service department.
A newcomer in the marketing department was confused when he received a call from a consumer, because as far as he knew, the company did not have an after-sales service department, but he did not dare to tell consumers clearly, nor did he use the phone numbers of other employees in other departments to pretend to be after-sales service departments. The courage to call the service department can only promise that I will coordinate and solve the problem. Under the pressure of the consumer, he told the consumer his real name and the deadline for settlement. Soothed by his kind words, the consumer hung up the phone.
The next morning, the consumer called for the second time and directly asked the new person in the marketing department by name to inquire about the progress of solving the problem. Faced with the reluctance of consumers, the newcomer was immediately at a loss and had to adopt a delaying strategy. He said that he had gone to his after-sales colleague, who said he would understand the situation first and then give a reply. In the afternoon of the same day, the consumer called for the third time to inquire about the progress of the matter. With the experience of the first two times, the newcomer successfully dealt with it again.
But he still underestimated the perseverance and perseverance of consumers. He made no less than twenty phone calls in a few days, which almost made him collapse. Even so, none of his colleagues helped him and told him how to solve the problem. Everyone just made hindsight and said that such calls could not be answered.
In the end, he really had no choice. When he received a call from a consumer for the nth time, he pinched his nose and changed his voice and said, "I'm just a sweeping lady passing by the marketing department. I saw the phone kept ringing and no one paid attention." Just pick it up, the employee you are looking for has resigned, and I don’t know anything about other things you want to ask." Then I got rid of this troublesome matter that was as sticky as bullshit plaster.
Things cannot really end here. On the surface, dealers are saved from trouble, salesmen are saved from trouble, and newcomers in the marketing department are saved from trouble. Only consumers have nowhere to go.sue. There are only two options before consumers, either to complain to the Consumers Association or the market supervision department, or to spread the word that they have encountered a "scumbag brand". In the end, it is the brand that is damaged...
So, to build a consumer brand, ceramic tile brands should start by setting up an after-sales service department - of course, this is just the beginning, and there is still a lot of work to do later - a brand that does not even have an after-sales service department says that it needs to carry out branding The strategic upgrade, saying that we must serve dealers and consumers well, can only be laughed at.
The "demographic dividend" has ended, and the "popularity dividend" is coming. As a result, more and more industries, including construction and ceramics, have entered an era of service competition.
But everyone can make chicken soup for the soul, but making it is another matter.
Why don’t ceramic tile brands and dealers take users as the center, jointly build a service system, and promote the transformation and upgrading of the brands they operate from industry brands to consumer brands?
This is a very real problem: the brand is not high enough, product profits are very low, and labor costs are high... How can we provide good services when it is so difficult to make money?
Wrong, logically speaking, wrong. The harder it is to make money, the harder it is to provide services. Shopping malls are like battlefields. Competition has already intensified. If you don't want to fight for service, there will always be people who are willing to fight for it, just as if you don't want to fight for price, there will always be people who will fight for it.
For example, while many ceramic tile brands and dealers are still denying the model of providing ceramic tile package laying services to consumers, Jianyi marble tiles have entered the era of "3.0 strategic brand upgrade". The core of its 3.0 strategy is to "be user-centered and create value for customers with sincere altruism."
Based on in-depth insights into the consumer environment and consumer needs, Jianyi has been committed to creating advanced improvements in customer service value in recent years, and service has become one of its core competitiveness.
Li Zhilin, chairman of Jianyi, said clearly in an interview with the media, "To build a reputation, service is a lesson that our ceramic industry should make up for."According to our traditional Chinese culture, everything has two sides, Yin and Yang, and only when Yin and Yang are reconciled can everything go smoothly. Products are the yang and services are the yin, neither is indispensable. ”
However, some people in the industry are bitter about Jianyi's approach. They believe that as long as the product is good enough, consumers will definitely pay for it. They think that Jianyi is nothing special. It just needs more brand promotion and higher brand awareness. Is the product more expensive?
They only saw the appearance, but could not see the efforts Jian Yi made behind the scenes.
Jian Yi's "touching customers" is not something he says, but is achieved through "careful service". It is precisely because of the solid foundation laid by years of dedicated service that Jian Yi has the confidence to be the first in the industry to launch the "high-end service, lifetime trust" finished product delivery OK service.
With traditional retail channels shrinking significantly, why are many ceramic tile brands and dealers still unwilling to invest in fine decoration and complete decoration channels? Insufficient brand power, product power and financial strength are certainly important reasons. Isn't it a factor that cannot be ignored if service capabilities cannot keep up?
Take what Brother Chan saw and heard yesterday at the closing site of a hard-decorated house in a certain real estate as an example. As long as the owner is not satisfied with the construction effect of the hard-decorated house building materials, the customer ambassador of the real estate company will immediately call the construction company, and the construction company will be on call. Upon arrival, the rectification will be in place as quickly as possible - the wooden doors and other building materials for the hardcover rooms of this real estate are directly supplied, installed and provided by dealers. Only a few building materials such as ceramic tiles are not operated according to this process, but are provided by the manufacturer. Direct supply.
The product features and service levels of the building ceramics industry can be seen from this.
In a word, if they do not improve their service capabilities, most ceramic tile brands and dealers will be limited to the shrinking traditional retail channels that basically do not need to provide services. I am afraid that they will not even have any chance of transformation and upgrading in the future. There will be!
(Author: Chan Can)
