人物访谈 | 品牌销售总经理刘青青:伊莉莎白瓷砖,一个逆势飞扬的品牌
2020-10-22    阅读人数:387

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为期四天的第35届佛山陶博会即将落下帷幕,伊莉莎白瓷砖在本届陶瓷盛宴里大放异彩,赚足眼球。不管是个性出彩的展位设计,还是特色时尚的趋势新品,都赢得了众多观展者的赞美。展会期间,不少设计师进店咨询产品工艺,商客们了解终端加盟政策,还有众多媒体朋友争相报道,让伊莉莎白瓷砖一夜圈粉无数。

The four-day 35th Foshan Ceramics Fair is coming to a close, Elizabeth in this ceramic feast shine, earn enough eyeballs. No matter the booth design with brilliant personality, or the new trend with fashionable features, it has won the praise of many visitors. During the exhibition, many designers into the store to consult product technology, business customers understand terminal franchise policy, there are many media friends compete to report, let Eliza white ceramic tile overnight circle countless fans.

2.jpg4.jpg5.jpg6.jpg3.jpg期间,行业知名媒体“陶瓷世界”便邀请了伊莉莎白瓷砖品牌销售部总经理刘青青(刘总)进行了采访,从采访内容中让我们了解了这个逆势飞扬的品牌,如何在业内绽放光彩。

During this period, the famous media "Ceramic World" invited Liu Qingqing, general manager of sales department of Elizabeth ceramic tile brand, to conduct an interview. From the interview, we learned how this brand, which is flying against the trend, would shine in the industry.

以下是“陶瓷世界”与刘总的采访内容...

The following is the interview of "Ceramic World" and Liu...

品牌销售部总经理         刘青青

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成功源于坚持,拼命努力、心无旁骛、埋头眼前的工作,一定能做出成绩;不盲目跟风,做自己最擅长的事情,稳中求胜。                   

—— 刘青青

Success comes from persistence. If you work hard and concentrate on the work at hand, you will surely make achievements. Don't blindly follow the trend, do what you are best at, and win steadily.

问:

刘总,您好,非常高兴能采访到您,今年由于受到疫情的影响,陶瓷行业也经受了一定的冲击,您觉得今年的市场环境怎样?今年咱们公司的总体营销状况如何呢?

Ask:

Hello, Manager Liu, it's a great pleasure to interview you. Due to the impact of the epidemic this year, the ceramic industry has also suffered a certain impact. What do you think of the market environment this year? A: What's the overall marketing status of our company this year?

答:

今年的市场环境确实让很多企业受到冲击,从全国范围来看,在上半年疫情期间,窑炉的开工率非常低,销售端迟迟没有“解冻”,虽然有砖可卖,但销量十分有限。归根结底,终端销售、物流运输、上游原材料供应等全产业链还没恢复“元气”,所以在上半年的时候,陶瓷行业的复工复产势单力薄。但是伊莉莎白比较幸运,一是去年的品牌建设铺垫,打造出坚实的基础,消化了疫情的影响;二是开窑早,伊莉莎白生产基地的出货,装货、发货也有序稳步进行中,广大经销商可以放心下单,三是疫情后瓷砖需求量在爆发,四是我们及时有效的招商,上半年新增了60多个客户。而且今年我们业绩上环比增长40%,每个月都有超过三千万的销量。在这样行业来属于表现突出的品牌了。

总之,伊莉莎白逆势增长并非偶然,我们前期做了很多铺垫。现在我们的产品依然处于供不应求的状态。

Answer:

This year's market environment has indeed impacted many enterprises. Nationwide, during the epidemic period in the first half of the year, the kiln operation rate was very low, and the "thaw" of the sales end was delayed. Although there were bricks to sell, the sales volume was very limited. In the final analysis, terminal sales, logistics and transportation, upstream raw material supply and other whole industry chain has not recovered "vitality", so in the first half of the year, the ceramics industry is weak to resume production. But Elizabeth is lucky. First, last year's brand building laid a solid foundation and digested the impact of the epidemic. The second is the early opening of the kiln, and the shipment, loading and delivery of Elizabeth production base is in an orderly and steady way, so the majority of dealers can rest assured to place orders. The third is the outbreak of ceramic tile demand after the epidemic; the fourth is our timely and effective investment promotion, with more than 60 new customers in the first half of the year. And this year, our sales are up 40% month-on-month, and we're selling more than 30 million units every month. In this industry to belong to the outstanding performance of the brand.

In short, it's no accident that Elizabeth bucked the trend. We laid a lot of groundwork. Now our products are still in short supply.

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伊莉莎白瓷砖佛山总部展厅

问:

近几年来,伊莉莎白瓷砖在行业中表现非常抢眼,在很多人感慨市场环境不好的情况下,伊莉莎白瓷砖却能一路高歌猛进,品牌实力和品牌影响力不断提升,请问刘总,伊莉莎白瓷砖保持持续增长的秘诀是什么,方便透露吗?

Ask:

In recent years, The performance of Elizabeth ceramic tile in the industry is very eye-catching, in the case of many people lament the bad market environment, Elizabeth ceramic tile can advance all the way, the brand strength and brand influence theory is constantly improving, Mr. Liu, may I ask, what is the secret of Elizabeth ceramic tile to maintain the continuous growth, is it convenient to reveal?

答:

给我感触最深的就是老客户转介绍,口碑相传。其实,一个企业要想高速发展,自然与其所在的行业与市场前景密不可分。伊莉莎白瓷砖成立伊始,就敏锐洞察到海内外市场的巨大潜力,并紧跟世界瓷砖发展潮流,聚焦深耕领域,持续为消费者量身打造家居装饰解决方案。面对这样竞争激烈的行业市场,伊莉莎白瓷砖不断完善渠道管理体系,用服务创造价值,拓展渠道网络。

Answer:

What impressed me most was the old customer referral, word of mouth. In fact, if an enterprise wants to develop at a high speed, its industry and market prospects are inseparable from nature. At the very beginning of its establishment, Elizabeth ceramic tile has been keenly aware of the huge potential of domestic and overseas markets, and closely follows the development trend of world ceramic tile, focusing on the field of deep cultivation.Continue to tailor home decoration solutions for consumers. Faced with such a competitive industry market, Elizabeth tiles constantly improve the channel management system, use services to create value, expand the channel network.

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如果说营销是伊莉莎白瓷砖发展的动力,那么优质的产品与服务就是伊莉莎白瓷砖高速发展的根本。伊莉莎白瓷砖围绕用户需求,进行了深入分析,不仅对已有产品线进行持续升级完善,还对新产品系列的开发,力求覆盖更多用户群体,满足更深层次的用户需求。伊莉莎白瓷砖已经逐渐发展成为有能力提供完整的统一家居装饰解决方案的提供商以及终端领域的领导者。

If marketing is the driving force of Elizabeth development, then quality products and services are the foundation of Elizabeth high-speed development. Eliza white ceramic tile has carried out in-depth analysis centering on user needs, not only continuously upgrading and improving the existing product line, but also developing new product series, striving to cover more user groups and meet deeper user needs. Elizabeth ceramic tile has evolved into a provider and terminal leader capable of providing complete, unified home decoration solutions.

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伊莉莎白瓷砖注重修炼内功,持续不断的研发投入。在武侠小说中,内力的深浅决定了是否能成为一代宗师。对处在一个行业竞争激烈的瓷砖制造企业来说,研发实力的深浅也直接决定了企业能走多远。伊莉莎白瓷砖深知自主研发的重要性,长期坚持高研发投入,并通过不断完善研发管理体系,提升研发效率,保持技术的前瞻性,为产品创造更大竞争力。

Elizabeth tiles pay attention to the practice of internal skills, continuous research and development investment. In martial arts novels, the depth of internal force determines whether one can become a grandmaster. To be in the ceramic tile manufacturing enterprise with intense competition in an industry, the depth of research and development actual strength also directly decided how far the enterprise can go. Elizabeth is deeply aware of the importance of independent research and development, and insists on high investment in research and development for a long time. Through constantly improving the research and development management system, we improve the efficiency of research and development, maintain the forward-looking technology, and create greater competitiveness for our products.

13.jpg14.jpg在研发管理方面,伊莉莎白瓷砖已逐步形成一套较为完善的研发项目管理机制,使得研发项目计划的可实现性、按时完成率、效率均大大提升,有效保障了客户需求的及时满足及市场机会的把握。

In terms of r & D management, Elizabeth has gradually formed a set of relatively perfect R & D project management mechanism, which makes the r & D project plan feasible, timely completion rate and efficiency greatly improved, effectively ensuring the timely satisfaction of customer needs and the grasp of market opportunities.

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伊莉莎白瓷砖自成立以来,就坚持以研发为核心竞争力,持续进行高投入,保证产品和技术的领先,保障产品快速更新迭代。可以说,伊莉莎白瓷砖的研发与技术,是常年高速增长的核心。

Elizabeth since its establishment, adhere to the core competitiveness of research and development, continue to carry out high investment, to ensure the leading products and technology, to ensure rapid product update and iteration. It can be said that eliza white ceramic tile research and development and technology, is the perennial high-speed growth of the core.

问:

您认为伊莉莎白产品的主要优势有哪些?

What do you think are the main advantages of Elizabeth's products?

答:

第一,我们的瓷墙砖是行业前列。瓷墙砖是建陶行业时代的创新者,也是现代顶级瓷砖制造工艺的代表作。瓷墙砖具有瓷质砖高硬度、高耐磨、高抗污性、吸水率低,色差少等所有的优越物理性能,同时通过釉面设计、花色设计、模具设计和工艺设计等专业技术营造墙砖独特质感和艺术审美价值,超越瓷片、半瓷和地砖加工上墙等传统墙砖,为墙面装饰设计带来尽善尽美的十全解决方案。当下瓷砖市场同质比价,鱼龙混杂,多以炫酷概念混淆视听,大做表面文章。而回归本质,瓷墙砖以全新品类、全新视角、全新维度、全新理念为瓷墙砖注入生命活力,以性能定义至高品质,以设计诠释生活态度。展望未来,其市场空间无限,其市场前景远大,其市场趋势一旦形成必将引领整体高端墙砖市场,形成巨大市场份额。

First, our porcelain wall tiles are among the top in the industry. Porcelain wall tile is an innovator in the era of ceramic industry, and also a representative of modern top ceramic tile manufacturing technology. Porcelain brick wall brick with porcelain high hardness, high wear resistance, high antifoulant, bibulous rate is low, the color all the superior physical properties, such as less at the same time through the glaze design, design and color design, mold design and process design and other professional technology to build a wall brick texture and unique aesthetic value, beyond the ceramics and porcelain brick of the wall and floor tile processing on the wall of the traditional, bring metope adornment design perfect be solution. At present market of ceramic tile is homogenous compare price, fish and dragon are jumbled together, confuse seeing and hearing with dazzle cool concept more, do surface article greatly. Returning to the essence, porcelain wall tiles inject vitality into porcelain wall tiles with new categories, new perspectives, new dimensions and new concepts, define high quality by performance and interpret life attitude by design. Looking forward to the future, its market space is infinite and its market prospect is great. Once its market trend is formed, it will lead the overall high-end wall tile market and form a huge market share.

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第二,我们的白砖系列产品堪称白砖之王。让人印象深刻的潮流必备色:白色,更能让现代家居充满时尚的韵味。伊莉莎白的白砖有亮光和哑光,规格和配套都做得很完善。相对于陶瓷行业五花八门的产品而言,白砖更适合担当主角,经过多年发展,已经逐步确立了行业内的领先地位,白砖从原材料的精挑细选开始,必须严格按照标准,在生产过程中一旦掺杂了一点点的杂质,就很容易出现串色的可能性,成品的品质也就大大降低。伊莉莎白为保证白砖的白度,使用专炉进行生产,并打破传统配方结构和性能,精选超白陶瓷原料,不添加任何增白化工原料,使产品放射性接近为零,但是釉面白度仍可达到80°,通体白度保证在70°。我们的白砖主要以全抛釉为主,随着技术的发展成熟,在原有工艺的基础上,配合喷墨技术的使用推出仿古材的白砖,既可以上墙也可以作为地砖,这系列的产品一经推出就很受欢迎。

Second, our line of white bricks is the king of white bricks. Let a person impressive tide necessary color: white, can let contemporary household be full of fashionable lasting appeal more. Elizabeth's white bricks are polished and matte, with perfect specifications and matching. Relative to the ceramic industry a variety of products, white brick is more suitable for lead role, after years of development, has gradually established the leading position of the industry, and white brick from the selection of raw materials, must be in strict accordance with the standard, in the process of production, once with a little bit of impurities, it is easy to appear the possibility of a string of color, the quality of the finished product is greatly reduced. In order to ensure the whiteness of white bricks, Elizabeth USES special furnace for production, and breaks the traditional formula structure and performance. It selects ultra-white ceramic raw materials and does not add any whitening chemical raw materials, so that the radioactivity of the products is close to zero, but the whiteness of the glaze can still reach 80° and the whiteness of the whole body can be guaranteed at 70°. Our white bricks are mainly glazed, with the development of the mature technology, on the basis of the original process, with the use of inkjet technology to launch antique white bricks, can be on the wall or as floor tiles, this series of products as soon as the launch is very popular.

第三,我们产品性能好,防滑,易清洁。

Third, our products have good performance, anti-slip and easy to clean.
第四,我们的配套做得非常好。我们和当地专业的铺贴施工队伍合作,帮助经销商做好瓷砖销售最后一公里。

Fourth, we have done a very good job of matching. We cooperate with local professional paving construction team to help dealers do the last kilometer of tile sales.

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问:

伊莉莎白的产品,每次推出都能在短期内得到经销商和消费者的认可,您觉得相比业内的其他陶瓷品牌,公司的优势是什么?

Ask:

Each time Elizabeth's products are launched, they can be recognized by dealers and consumers in a short period of time. What do you think are the advantages of the company compared with other ceramic brands in the industry?

答:

第一,在软实力方面。我们在管理创新上以高效、规范可控为目标,通过不断完善、不断修订,建立了一套科学的、实用性强的具有伊莉莎白特色的企业管理制度和信息化管理体系。同时坚持培育优良的企业文化,持续保持企业长久活力。还有一点,伊莉莎白各部门的工作沟通衔接特别良性,从产品到研发到推广到终端,都能保持高度紧密沟通和一致行动。

Answer:

First, in soft power. In management innovation, we aim at high efficiency, standard and controllable. Through constant improvement and revision, we have established a set of scientific and practical enterprise management system and information management system with Elizabethan characteristics. At the same time adhere to cultivate excellent corporate culture, continue to maintain the long-term vitality of the enterprise. What's more, the communication between various departments in Elizabeth is particularly good. From product development to promotion to terminal, they can maintain a high degree of close communication and concerted action.

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第二、在硬实力方面。我们的工厂两大生产基地,是拥有世界领先的大型窑炉及一流的喷墨打印设备的大型陶瓷生产厂家,现正引领着行业新产品的升级换代。

Second, in hard power. Our two major production bases are large ceramic manufacturers with the world's leading large kilns and first-class ink-jet printing equipment, now leading the upgrading of new products in the industry.

第三、是产品创新。伊莉莎白根据前期的市场调研和自身优势进行产品创新,坚持以创新为魂,为客户创造最大价值。我们未来的技术创新,紧紧围绕客户的需求。以“人无我有,人有我优,人优我特”的产品研发战略,引领家居文化的潮流,以独特的艺术生活理念,高品质的产品和真诚的服务,让消费者感受“国际·生活·家”的家居魅力。

Third, product innovation. Based on the previous market research and its own advantages, Elizabeth carries out product innovation, insists on innovation as the soul, and creates the greatest value for customers. Our future technological innovation is closely centered on the needs of customers. As "a man without I have, people have my superior, excellent my special" product development strategy, lead household culture trend, with unique artistic life concept, high-quality products and sincere service, let the consumer feel "ist ist international life home" household glamour.

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当下,除了产品质量外,企业的服务越来越受到消费者的关注,服务体现的是企业的信用及承诺,让消费者无后顾之忧,请问刘总,伊莉莎白瓷砖拥有一支怎样的服务团队,他们是如何帮扶终端和服务客户的?

Ask:

At present, in addition to product quality, the service of enterprises is attracting more and more attention from consumers. The service reflects the credit and commitment of enterprises, so that consumers have no worries. Mr. Liu, what kind of service team does Elizabeth ceramic tile have and how do they help terminals and serve customers?

答:

终端扶持上,其实回归到本质,还是我们厂家本身,只要我们厂家把产品做好,把设计做好,把服务做好,就行了。此外,我认为与其大规模的靠厂家去终端做培训也好,做爆破也好,都不如客户的自身成长。也就是从内打破,从内刺激。伊莉莎白的客户,大部分是跟着伊莉莎白成长的,战略都能保持一致。

Answer:

Terminal support, in fact, back to the essence, or our manufacturers themselves, as long as our manufacturers do a good job in the product, design, service, on the line. In addition, I think it is not as good as the customer's own growth to rely on the manufacturer to do terminal training or blasting on a large scale. That is to break from the inside, to stimulate from the inside. Elizabeth's clients, most of whom grew up with Elizabeth, kept their strategies consistent.

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近年来,陶瓷行业在精装房、公装、工程等渠道的布局是怎样的?

In recent years, the ceramic industry in hardcover room, public decoration, engineering and other channels layout is what?

答:

老实说,伊莉莎白是在最近几年才切入这个版块的。战略地产这一块是从去年才开始的。我们不会盲目的去找房地产巨头合作,我们只找跟我们品牌、产品契合度高的地产商合作。此外,我们的客户很多都有自己的渠道。

Answer:

To be honest, Elizabeth has only gotten into this area in the last few years. This piece of strategic real estate only started last year. We will not blindly go to the real estate giant cooperation, we only find with our brand, product fit high real estate cooperation. In addition, many of our customers have their own channels.

ELIZABETH

金茂地产

莅临参观

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经过这么多年的发展,伊莉莎白瓷砖已经在行业颇有名气,请问刘总,咱们品牌的未来发展方向和目标是什么呢?

After so many years of development, Eliza white ceramic tile has become quite famous in the industry. May I ask Mr. Liu, what is the future development direction and goal of our brand?

答:

未来肯定是品牌集中的行业,伊莉莎白的发展目标是在3-5年内成为行业大品牌,始终秉承特色、时尚、现代的发展理念,打造享誉全球的国际品牌。

Answer:

The future is definitely a brand-focused industry. Elizabeth's development goal is to become a major brand in the industry within 3-5 years, adhering to the development concept of characteristics, fashion and modern, and creating a world-renowned international brand.