人物专访 | 伊莉莎白董事长刘胜红:五年打造现代砖最大终端网络
2020-11-28    阅读人数:363

1.jpg

TA,创建于2002年,一直以出口业务为主。

2015年,TA开始向国内扩张,平均每年门店以100+的速度递增。

2020年上半年,在新冠疫情的袭击下,TA依然以40%逆势增长,新增店面100+家

到目前为止,TA在国内已建品牌专卖店近1000家,海外自营店100+家

TA叫“伊莉莎白瓷砖“,国内现代砖头部品牌之一。

短短五年,从平平无奇到现代砖头牌,TA经历过什么?又做对了什么?

近日,伊莉莎白瓷砖创始人兼董事长刘胜红接受了华夏陶瓷网的面访,回顾了伊莉莎白瓷砖过去五年快速崛起的发展史。

2.jpg

伊莉莎白瓷砖的创始人兼董事长

刘胜红

It, founded in 2002, has been focusing on export business.

In 2015, It began to expand into China, with an average annual growth rate of 100+ stores.

In the first half of 2020, under the attack of COVID-19, It still increased by 40% against the trend, with more than 100 new stores added.

Up to now, It has built nearly 1,000 brand stores in China and more than 100 self-run stores overseas.

It is called "Eliza White tile", one of the modern brick brands in China.

In just five short years, what has It gone from mediocre to modern bricks? What did you do right?

Recently, ELIZABETH founder and chairman Liu Shenghong accepted the face interview of China ceramics net, reviewed the history of rapid rise of ELIZABETH in the past five years.

01
每年开100+门店,做年轻人的生意
Open more than 100 stores every year to do business for young people
2015年前,国人讲究繁复奢华,而国外却流行现代简约。随着移动互联网的崛起,年轻消费者的审美认知得到大幅度提升。2015后,中国家装设计开始与国际潮流的接轨,现代简约风潮开始在中国兴起。
3.jpg佛山总部展厅
Before 2015, Chinese people paid attention to complex luxury, while foreign countries were popular for modern simplicity.With the rise of mobile Internet, young consumers' aesthetic cognition has been greatly improved. After 2015, Chinese home decoration design began to conform to the international trend, and the modern simplicity trend began to rise in China.
4.jpg佛山总部展厅

一直深耕国外市场,以白砖闻名的伊莉莎白瓷砖先知先觉,敏锐地嗅到了国内的商机。2015年,刘董决定向中国国内市场拓展,专注现代风瓷砖,定位中高端,以个性特色的差异化产品攻克年轻消费群体市场

Has been deeply plowing the foreign market, with the white brick famous ELIZABETH prophetic, keenly sensed the domestic business opportunities. In 2015, The chairman LIU decided to expand to the domestic market of China, focusing on modern wind tiles, positioning the middle and high-end, and conquering the young consumer group market with differentiated products with individual characteristics.

5.jpg佛山总部展厅

由于伊莉莎白瓷砖出口国外市场,产品基本与国外同步,转向国内市场似乎是水到渠成。

As ELIZABETH is exported to foreign market, its products are basically synchronized with foreign market, so it seems to be a natural process to shift to the domestic market.

但刘董出于稳健考虑,他没有开始大肆宣传和招商,先从总部展厅重新改造开始试水,装修的风格与原来的风格完全不一样,整体调性以现代简约为主,上样白砖和浮雕瓷质墙砖。

But The chairman LIU for prudent consideration, he did not begin to hype and investment, from the headquarters exhibition hall to rebuild began to test the water, the style of decoration and the original style is completely different, the overall tone is modern and simple, on the sample of white brick and relief porcelain brick wall.

6.jpg

▲佛山总部展厅

展厅装修好后,来咨询加盟的客户特别多,尽管刘董对自己的产品非常有信心,但国内火爆的销售业绩还是在他的意料之外。这让刘董更坚定了对国内市场的信心,也让伊莉莎白瓷砖从此走上了以每年100+门店递增的拓店之路。

After the decoration of the exhibition hall, to consult to join the customers are particularly many, although The chairman LIU is very confident of their products, but the domestic hot sales performance is still beyond his expectations. This made  The chairman Liu  more firmly on the domestic market confidence, but also let Eliza white tile from now on to the expansion of the store with an annual increase of 100+ stores road.

02

从卫生间解决方案开始,实现从1到N创新变现

Start with the toilet solution and realize the realization of innovation from 1 to N

在大众看来,伊莉莎白瓷砖是幸运的,因为TA刚好迎合了潮流,站在了风口上。但其实,TA在风口来临前的海外漂,也不是那么的一帆风顺,也经历了调整期,也正因为有了13年的海外经历,才练就了伊莉莎白瓷砖如今的国际视野,以及市场敏锐度。

In the eyes of the public, ELIZABETH tiling was lucky, as she was right on the cutting edge of the trend. But in fact, TA in the wind before the arrival of the overseas drift, is not so smooth, also experienced a period of adjustment, it is because of 13 years of overseas experience, just practice ELIZABETH today's international vision, as well as market acumen.一直以来,佛山陶瓷闻名全球,品牌数量多,品类也多,如何让伊莉莎白瓷砖更深入消费者心里,更显差异化呢?

Foshan ceramics has always been famous in the world, with a large number of brands and a large number of categories. How to make ELIZABETH more deeply into the hearts of consumers and more differentiated?

刘董决定从卫生间的产品切入,推出了国内没有的300mm×800mm规格浮雕瓷墙砖产品,白砖和浮雕瓷墙砖搭配,让整个空间显得更有立体感和现代感,打破了传统卫生间的单调乏味,且更符合年轻人的审美观。

The chairman LIU decided to start from the product of the toilet, and we have introduced 300mm×800mm embossed porcelain wall tiles which are not available in China. white brick and brick of relief porcelain wall are tie-in, let whole space appear to have stereo feeling and contemporary feeling more, those who broke traditional toilet is drab and drab, and the aesthetic standard that accords with youth more.

7.jpg8.jpg事实证明,从卫生间产品切入推广策略是成功的。2016年7月,伊莉莎白瓷砖300mm×800mm新品发布会,就吸引了700多名客户前来订购。不但300mm×800mm规格产品大卖,还带动其他大规格地砖的销售。

The fact proves, cut in from toilet product promotion strategy is successful. In July 2016, ELIZABETH 300mm×800mm new release, attracted more than 700 customers to order. Not only 300mm×800mm products sell well, but also drives the sales of other large-size floor tiles.

9.jpg10.jpg

白砖与300mm×800mm浮雕瓷质墙砖是可以随意组合混搭,除了卫生间还适用客厅、餐厅、厨房。先从一个卫生间的空间搭配方案开始推起,等消费者喜欢这种风格后,为了保持与卫生装修风格一致,那么就可以延伸到的客厅、餐厅、厨房空间实现了从1个方案到N个方案的创新变现

White brick and 300mm×800mm relief porcelain wall brick can be mixed and built at will. Besides the toilet, they are also applicable to the living room, dining room and kitchen. begins to push from the space collocation plan of a toilet first, after waiting for consumer to like this kind of style, to maintain with wholesome decorate a style consistent, so the sitting room that can extend, dining-room, kitchen space. It realized the realization of innovation from 1 scheme to N schemes.

11.jpg12.jpg用刘董的话说,伊莉莎白瓷砖之所以吸引了众多经销商的加盟,是因为从本质上解决了当下代理商的思路问题。在生意难做的今天,只有迎合消费者需求,卖他们真正想要的产品,提高消费者的满意度,代理商才能赚到钱。

Use the words of The chairman LIU, ilisha white ceramic tile attracted the join of numerous dealer, because solved the problem of the thought of current agent essentially. In today's difficult business, agents can only make money by catering to consumers' needs, selling the products they really want and improving consumers' satisfaction.

佛山总部展厅▼

13.jpg14.jpg15.jpg16.jpg佛山总部展厅

03

拼价格不如拼服务,提高客户满意度才是长久生存法则

Price is not as good as service, improving customer satisfaction is the rule of long-term survival

2017年,现代简约风格在行业推至了高潮。面对巨大的竞争,刘董依然坚挺价格关。他认为,一个品牌靠降价是无法做出任何品牌效应的,他强调把终端的服务做好,把客户的满意度提高,才是一个品牌长久生存的法则。

In 2017, the modern and simple style in the industry has been pushed to a climax. In the face of great competition, The chairman LIU still stands firm price. In his opinion, a brand cannot make any brand effect by reducing the price. He emphasized that the principle of long-term survival of a brand is to do a good job in terminal service and improve customer satisfaction.

17.jpg佛山总部展厅

-

如何提高客户满意度?

How to improve customer satisfaction?

一、产品要新颖

Products should be novel

伊莉莎白瓷砖在产品创新上一直不断的作尝试。

Eli white ceramic tile in the product innovation has been constantly trying.

以一套新的系列产品为例,专业人士研发设计出来后通过小批量生产,再做小批量试销,如果客户反馈好才大批量投产。

Take a new series of products as an example. After r & D and design by professionals, small batch production is carried out, and then small batch trial marketing is done. If the customer feedback is good, then large batch production can be done.

在刘董看来,做产品创新不能墨守成规,但创新的前提一定不能是因为创新而创新,一定要考虑到应用问题,既要美观又要实用,要看市场的反馈,还要允许创新试错,只要解决了这些问题创新才能持之以恒,达到一定的高度。

In The chairman LIU's view, do product innovation cannot rut, but must not because the premise of innovation and innovation, must take into account the application problems, both beautiful and practical, to see the feedback from the market, but also allow innovation trial and error, as long as can solve the problem of the innovation ability perserve, reach a certain height.

18.jpg

佛山总部展厅

-

二、价格要合理

Be reasonable in price

产品价格是否合理,取决于产品本身赋予的价值。包括创新、展示、设计、服务。

Whether the price of the product is reasonable depends on the value given by the product itself. It includes innovation, presentation, design and service.

伊莉莎白瓷砖门店展示要跟上趋势,半年一小调整,一年一大调整,并保证每个设计空间实用性要很强,怎么展示就怎么使用。

Elizabeth ceramic tile store display should keep up with the trend, with one adjustment in half a year and one adjustment in one year, and ensure that each design space has strong practicability and should be used according to how it is displayed.

为消费者创造一个舒适的购买空间,提供多种不同装修需求方案,这对消费者来说是个非常愉悦的购买体验。而这些愉悦的体验,低价是不可能有的。

For consumers to create a comfortable buying space, provide a variety of different decoration needs, which is a very pleasant purchase experience for consumers. And these pleasant experiences, low prices are not possible.

所以,合理的价格,不是今天卖便宜,明天就卖贵,也不是拿着“LV”的品质却卖着地摊的价格。而是保持一定的利润空间,让品牌服务可以良性持续。

Therefore, a reasonable price is not to sell cheap today and sell expensive tomorrow, nor is it to take the quality of "LV" and sell the price of a street stall. But to maintain a certain profit margin, so that the brand service can be benign and sustainable.

19.jpg

佛山总部展厅

-

三、服务要周到

Be considerate in service

在伊莉莎白瓷砖门店无论是在产品的搭配还是软装的布置,都在为营造一个舒适的购物环境。并且提供了免费设计方案、免费量房、铺贴指导、定期上门维护等专业服务,来迎合消费者不同的消费需求。

In ELIZABETH store, no matter in the combination of products or soft decoration, to create a comfortable shopping environment. And provide free design scheme, free quantity of rooms, shop stickers guidance, regular home maintenance and other professional services, to meet the different consumer needs.

不管是做产品、还是做营销、做服务,伊莉莎白瓷砖的焦点都放在消费者的身上,不断地捕捉、深挖、满足他们的需求。刘董认为客户满意了你的服务才算周到了。

Whether in product, marketing or service, The focus of ELIZABETH is on the consumer, constantly capturing, digging, and meeting their needs. The chairman LIU thinks it's considerate when the customer is satisfied with your service.

20.jpg佛山总部展厅

-

四、质量要好

The quality is better

对于产品质量,伊莉莎白瓷砖一直坚持做全瓷化产品,并有着自己一套苛刻的质检程序。全瓷产品吸水率非常低(吸水率≤0.5%),为了保持产品十年如一,持久弥新,伊莉莎白瓷砖耐磨度可达到4级以上。刘董认为品质不好,花色再好,价格再好都没用,不会有客户第二次复购,所以伊莉莎白的质检是可以真的比喻为“在鸡蛋里挑骨头”。

Regarding the product quality, ELIZABETH has always insisted on making all-ceramic products, and has its own set of rigorous quality control procedures. All-porcelain product water absorption rate is very low (water absorption rate ≤0.5%), in order to maintain the product ten years, lasting new, Eliza white ceramic tile wear-resisting degree can reach 4. The chairman LIU thinks that the quality is not good, and no matter how good the design and color are, no matter how good the price is, there will be no customers to buy again. Therefore, the quality inspection of Elizabeth can really be compared as "finding fault in the egg".

21.jpg

佛山总部展厅

04

千亿市场,大城小镇全面覆盖

Hundreds of billions of markets, large cities and small towns covered

目前,伊莉莎白瓷砖在国内已建店面近1000家。主要集中在一二线核心城市,三四线城市也不少,为了更好地拓建网络,伊莉莎白瓷砖今年起门店已下沉到了县城。以核心城市为基点,不断辐射周边地区,开建县城店面。

At present, ELIZABETH in the domestic has built nearly 1000 stores. It is mainly concentrated in the first and second-tier core cities, and there are also many third-tier and fourth-tier cities. In order to better expand the network, the stores of Eliza white ceramic tile have sunk to the county seat since this year.With the core city as the base point, constantly radiation surrounding areas, open and build county store.

刘董认为中国县城的消费力并不比大城市差,所以小县城也需要好的瓷砖品牌,小县城大有可为。

The chairman LIU thinks the consumption power of Chinese county is not worse than that of big cities, so small county also needs a good ceramic tile brand, small county has a lot to do.

烟台,八家店面,一年上千万销量,在当地市场排在第一名。

Yantai, with eight stores selling tens of millions of products a year, ranks first in the local market.ple, Yantai, with tens of millions of sales a year, ranks first in the local market.

22.jpg23.jpg24.jpg

▲终端展厅

临沂,两年内就连开了6家门店。

Linyi, for example, has opened six stores in two years.

西安,北三环大明宫旗舰店1200平方就在前不久开业了。

Another example is Xi 'an: The 1,200-square-meter Daming Palace flagship store on the north third Ring Road recently opened.

这些做得好的终端,都有着良好的分销网络,能覆盖区县。

These terminals do well, have a good distribution network, can cover the counties.

26.jpg27.jpg28.jpg29.jpg

结合时下年轻消费群体的消费行为特点,伊莉莎白瓷砖的迅速拓店的原因和底层逻辑,可以总结以下几点:

一、性价比是王道,但绝不能LOW

二、产品要做加法,爆品组合多档选择

三、和国际潮流接轨,营造“高逼格感”

四、构建感官体验环境,建立网红店经济

五、花式营销,提供优质贴心服务

Combined with the characteristics of the consumption behavior of the young consumer groups,the reasons for the rapid expansion of Elizabeth tiles and the underlying logic. The following points can be summarized:

One, cost performance is king, but must not LOW

Two, the product to do addition, explosive combination of multiple file selection

Three. Connect with international trends and create a "high pretend bility sense"

Four. Build the sensory experience environment and establish the web celebrity store economy

Five, the fancy marketing, provides the high-quality intimate service