Eight key keyword counts in the stone industry in the first half of 2015
1, anti-smear
Smeared, the original intention is to smear black, generally extended to mean the meaning of ugly, is now meant to make a shame. In the modern era, "smearing" has become a way of ruining people's faces. The fight against smearing is a counterattack against this ugly behavior.
On April 18th, the "Yangtze Evening News" A06 version published a "Focus between the couples who had been suffering from lung cancer for half a year, which was actually a large piece of natural marble in the family?" and was followed by Jiangxi TV Station and Nanjing Morning Post. Xinhuanet has been reprinted one after another, which has brought huge negative impacts to the stone industry. This focus news is a bomb thrown to the stone industry after the "Hainan Daily" published in 2014, "The home is heavy details, away from carcinogens", and the "same and similar" is the case of suffocating . In this article, it is written as "suspected" rather than "murderer", which means that it is only speculation and has not been tested. However, on social media such as WeChat and Weibo, as well as similar reports on the website, they came one after another, and in the name of popular science, they pointed their finger at natural stone and attacked it.
To this end, a joint effort by Shi Shanban, Yunfu Bluestone and Shanghai Stone Association Youth Association, the largest "anti-smear action" in the stone industry has been exerted. For the first time, the stone industry used legal means to deal with the "marble radiation" incident. Many stone people jointly launched and jointly prosecuted a famous ceramic brand in China.
Reason for listing:
The anti-smudge activity has received wide attention and enthusiastic response from stone people.
In the past, the long-term development of the stone industry focused on engineering. The “radiation theory†and “carcinogenic theory†had a negative impact on the stone image, but the impact on the sales of the project was not significant. With the state's regulation of the construction of halls and halls, the stone industry, which has experienced a sharp decline in sales, has gradually realized that the home improvement market is the hope of the second take-off of stone. In contrast, the stone industry's footsteps are later than the ceramic industry, and the stone wants to enter the home improvement, and there are still many problems. "Smearing" is only one of the major barriers. If you don't break it, it is clear that the stone industry will be struggling to enter the home improvement.
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2, demolitions
Forced demolition refers to the act of forcibly carrying out land acquisition and demolition through violent means.
At about 7:00 on the morning of June 16, 2015, more than 500 law enforcement officers dispatched by the Shanghai Jinhui Town Government came to Tongfu Yili Stone Market to “dismantle†the illegal buildings of 37 stone enterprises. During the period, due to the fierce conflicts caused by the anti-blocking of stone enterprise employees, many police and employees were injured, and 37 stone bosses and employees were arrested and detained.
As land resources become increasingly tense, the government's requirements for environmental protection requirements, industrial transformation and upgrading, and market standardization operations are becoming more and more intense. Especially with the development planning of cities, many local governments have made many restrictions on the development of the stone industry. Measures, even the use of administrative means to demolish the stone market, so that the original heavy-duty stone enterprises have caused significant pressure, the development of the stone industry is worrying.
Reason for listing:
The event was widely spread on WeChat friends circle, Weibo, and the Internet, and quickly attracted social attention including stone people.
Stone people "business" has no fixed place, full of grievances and excuses. After painstaking thoughts, if there is no forced demolitions, there will be no speed in China. Under the basis of letting their own business satisfy the reasonableness and legality, the stone people should use legal means to obtain legitimate rights and interests for themselves.
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3, O2O
O2O mode (English: Online to Offline), also known as offline business mode, refers to online marketing online purchase or booking (reservation) to drive offline operations and offline consumption.
Under the background of the traditional sales model facing bottlenecks, stone merchants actively seek change, and hope to achieve breakthroughs by changing marketing methods, such as O2O mode.
In April, Yunfu City, Hao Laixing Stone, Baoyun Gangshi and other stone enterprises signed a cooperation agreement with the “Zhouzhuang†Tencent Network·Asia Pacific Home O2O E-commerce Experience Hall – Huizhou Flagship Experience Hall for offline display of stone products. Let consumers have a more direct understanding and experience of stone, so that the brand of “Yunfu Stone†can be displayed.
At the 2015 marketing meeting of Milosi Seiko Marble, the concept of “Internet +†was introduced to the stone industry for the first time. It will be connected to the online and offline lines in all aspects of zero-gap, to facilitate the convenience and consumption of online experience processes. Taking into account the supporting functions of offline physical stores, it becomes a brand new O2O business model.
In order to comply with the "Internet +" and O2O development trends, Accor Holdings launched the high-end fashion home brand "ArtMore" in May this year, targeting high-end aesthetics in the two aspects of B2C and O2O, focusing on standardized products, including marble specification boards. , family bathroom products and furniture, but also provide customers with marble furniture private customization and overall space solution services. On June 27th, the company officially went on the line in Jingdong, becoming the first stone enterprise to open a brand flagship store in Jingdong, and officially opened on August 5. Under the line, the stone sales channel is built in the “1+N†mode (1 club-level experience center, N store specialty stores, and N community experience halls). Through the integration of online and offline, a full-line marketing closed loop is formed.
Reason for listing:
The so-called O2O, in fact, more refers to "importing traffic from the line to the line." This is a concept of marketing. The stone industry's high requirements for product experience and after-sales service determine its need for O2O - both the convenience and drainage competition of online consumption processes, as well as the supporting functions of offline physical stores. In the O2O model, the mission of the company has become how to find customers, which is another development opportunity for stone enterprises.
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4, marketing
Marketing refers to the discovery or digging of the needs of prospective consumers, from the creation of the overall atmosphere and the creation of their own product forms to promote and sell products, mainly to dig deep into the connotation of products, to meet the needs of consumers, so that consumers are profound Learn about the product and the process of purchasing it.
In the first half of this year, the professional marketing team of Jushi, which is nearly 20 people, has been conducting carpet-style promotion activities for half a month to one month in major stone markets across the country. It is reported that this team has already traveled to more than a dozen cities such as Shenyang and Dalian. In addition to visiting and maintaining old customers, it is also necessary to explore and develop new target consumer groups. In this way of going out, all the samples of all the member companies of Jushi are brought to all parts of the country, and they are displayed in front of the customers. At the same time, the platform concept of Jushi Shang is widely advertised, and the hardcore dealers are sought.
Coincidentally, in mid-June this year, Pengxiang Stone City set up a business team consisting of five sales elites, unified clothing, driving a business car, starting from the water head, from near to far, all the way north. So far more than 20 cities, more than 30 markets, their goal is to travel throughout the national stone market.
Reason for listing:
In the traditional stone industry, the service links in the past were relatively simple, and the market-based marketing of hospitality at home was popular. In the case of overcapacity, this approach obviously does not work. Emerging markets such as Jushi Shang and Pengxiang Stone City try to go out and take the initiative to attack, deep marketing and grounding. This move not only raises the visibility of the market, but also injects live liquid into the more deserted market. Regardless of the effectiveness, this self-reformed approach is worthy of vigorous promotion.
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5, promotion
Promotion is a way for marketers to convey various information about the company and products to consumers, to persuade or attract consumers to purchase their products, in order to achieve sales expansion.
After entering 2015, the stone market only rebounded briefly after the spring. In the case of the overall industry downturn, the promotion in the market in May and June has become the norm. Usually, the price cuts are not to be said, and even worse, the collective e-commerce of the major e-commerce companies triggered by the Jingdong 618 store celebration has been greatly promoted, and the stone people have come to join in the fun. For example, Haixi Stone City launched a campaign to pay attention to the WeChat public number to send tea to the sisters. Dongsheng Nantong International Stone City and Hunan Kesheng both offered the benefits of grabbing red envelopes. This move quickly attracted popularity and became a new promotion and promotion model.
Reason for listing:
In recent years, the popularity of e-commerce and social media has only increased. Under the concept of “Internet +â€, the stone industry is accelerating the embrace of the Internet. Unlike the high cost of advertising in the general media, the target group of social media is more concentrated and spreads faster, although the timeliness is poor, but the immediacy is high. , has an advantage in cost performance. With the help of the 618-year-old Zhongda, the stone market continues to increase the number of related businesses, which is bound to grab more market voice.
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6, the exhibition
The exhibition is a publicity campaign to showcase products and technologies, expand channels, promote sales, and spread brands.
In the first half of 2015, there were actually many stone exhibitions. In addition to the Xiamen exhibition in March, the Shanghai Stone Exhibition in April, the Inner Mongolia and Chongqing Stone Exhibition in May, and the Guangzhou, Qingdao and Chengdu Stone Exhibitions in July also attracted a lot of popularity, but the results were not satisfactory. In contrast, the influence of the Xiamen Stone Fair has made it impossible for other exhibitions.
The world's largest stone exhibition was held untouched in early March, and the event was unprecedented. The number of exhibitors and visitors was the highest in history. Since its inception in 2001, Xiamen International Stone Fair has gone through 15 years of hard work. From the initial 125 international standard booths, 4,000 square meters of exhibition scale, to 8,600 booths, 166,000 square meters of exhibition space. Today, the Xiamen Stone Fair has developed into the largest professional stone exhibition in the world. It is not only an indispensable trade platform in the international stone market, but also a demand vane for the global stone industry.
Reason for listing:
With the fierce competition and the gradual decline of the exhibition industry, the stone industry inevitably ushered in the post-show era. The dependence of enterprises on the exhibition will be weakened to some extent year by year. Under the trend of shrinking economic volume, the exhibition should be appropriately streamlined according to the development of the economic situation.
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7, rights
Rights protection refers to the maintenance of the legitimate rights and interests of individuals or groups. The scope of rights protection may include civil and civil disputes such as personal injury, land disputes, medical malpractice, marriage, family, inheritance, etc., and administrative and judicial proceedings.
At the end of 2014, the Foshan Intermediate People's Court decided that a stone brick company in Foshan City would constitute a design infringement of the product, and ordered it to immediately stop selling or commercial display of infringing products, and delete the company's website, propaganda and other communication platforms. Product pictures, information, and compensation to the plaintiff Fujian Xindongyuan Stone Industry Co., Ltd. (Mirosi Seiko Marble brand company) 80,000 yuan.
It is reported that the case involved a total of four patent products of the plaintiff: Waterjet Rubik's Cube 014, Rubik's Cube 009, Rubik's Cube 024, Rubik's Cube 025. The defendant Foshan a stone brick brand was openly plagiarized without authorization, and produced, sold and spread in a few years, which greatly damaged the legitimate rights and interests of Milosi Seiko Marble.
Reason for listing:
The operation mode of the stone industry has been relatively extensive, and the awareness of intellectual property protection and rights protection is very scarce. Coupled with the high cost of rights protection and the cumbersome and complicated process, many enterprises keep silent or low-key treatment of infringement, but this often gives enterprises a lot of time. Hidden dangers. This time, Milosi spent more than a year defending rights and opened the first protection of intellectual property rights. It will shock many enterprises that use plagiarism and infringement as the wrong means of development. It will also stimulate the awareness of intellectual property protection in the entire industry and promote the stone industry to enter a healthy competition. On the right track.
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8. Exchange meeting
A communication meeting is a meeting for a topic or a certain type of topic. The summit forum is usually attended by high-level personnel.
On January 16th, the first Jushi Shang “New Stone Exchange Conference and New Year Friendship†was successfully concluded. This is a cross-border exchange meeting between the elite of stone and the elite of business and architectural design. Once again, let everyone know about the new situation and the new stone. Marketing strategies, development trends and business operations models have more unique and profound insights.
On June 27th, the “China Mine Resources Strategic Alliance Conference†was held in Xiamen. Authoritative figures from all walks of life, national leading enterprises in the mining industry, hundreds of stone industry amnesties, and industry elites participated in the event, sharing resources and in-depth discussion on the development trend and strategic response of China's stone mining industry.
On May 18th, the 5th China Stone Industry Summit Forum was successfully held. This is the first time that the forum explores the future trends and development paths of stone decoration from the perspective of the whole industry chain.
Reason for listing:
For office workers, meetings of all sizes are inevitable. Some people think that a meeting is a stupid act that wastes time and life. Others believe that a meeting is a rare brainstorm. Especially in the current market downturn, the stone man gave up the single fight. They know that there is always no 1+1>2 effect in their hard work. Therefore, through a series of exchanges, brainstorming, brainstorming, learning to seek opportunities and business strategies, this may be an export that leads them out of the operational dilemma.
Source: Haixi Stone Magazine
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