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陶瓷企業 應如何抓住9、10月銷售旺季

[ http://manderang.com 來源:廣東建設報·陶瓷周刊 2008-06-22 12:34:42 評論條]

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理性和感性推廣和宣傳

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溝通了解超越消費需求

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BAZHESANDIANZHENZHENGZUODAOSHICHU,LUOZAIXIJIE,WOXIANGHENNENGDADONGXIAOFEIZHEDEXIN。

專業化銷售離不開品牌

“陶瓷行業到現在位置,還沒有真正意義的品牌。品牌拿到幼兒園問小朋友,問你聽過東鵬嗎?他會舉手不知道。你問小朋友你聽過麥當勞嗎?肯定有人說知道。”一位陶瓷行業的資深人士對記者說。陶瓷到現在,不是吸引消費者,更關注的是如何把產品賣出去,這才是我們的目標。消費者在買陶瓷的時候,首先到設計師,家裝公司詢問,受到不明確的因素影響他的決策。我覺得要與家裝公司的合作,網絡合作,通過這些渠道來賣陶瓷產品。我們的目的是想把產品賣出去,我們不會因消費者而降低我們的銷售渠道,企業要真正的吸引消費者,最終是要靠品牌,服務、專業化的銷售。所以企業必須要找一些渠道滿足企業銷售的需求,而不是一味的搞自賣自夸。“我們不會走農村市場。高端品牌的建立是很難的一個過程,要是再從高端走向低端無疑于自殺行為。像××品牌陶瓷以前走的是高端產品,就是一直搞低價格促銷,使產品變的像地攤貨一樣。若想再次重新樹立自己的品牌形象很難的了。”佛山某知名品牌銷售經理如果說。在油漆行業,很多的消費者根本就不懂油漆,有些消費者就指定用立邦漆。他比陶瓷還要專業,這個企業很專業,甚至有很多的消費者,在買油漆的時候,為什么要買立邦漆,他也說不來什么道理?聽別人說很好,就說不錯。因為他根本不懂油漆,這就是感性,也叫口碑。“品牌的建設不是一朝一夕能夠做到,還有就是企業到底有沒有這樣的實力來做品牌。在北京奧運會過后,我們企業會聯合奧運冠軍做一系列的宣傳來提升自己的品牌。”福建某陶瓷企業老總在接受記者時說。

打動消費者首先要打動經銷商

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增值的服務就是客戶的關系

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做專賣店做增值服務

佛山某展廳經理對記者說“陶瓷產品的價格,企業形象,產品的推廣、廣告,是怎么制訂?消費者去買產品的時候,看專賣店比較好,才進來看,進來是看你的價格還是銷售人員的態度。”所以要把整個價值鏈做得細致的話,就會非常清楚。如果消費者對價格的敏感度比較敏感,我們會在價格上做一些促銷活動。如果是他受電視媒體的影響比較大,我們就要做一些媒體上的東西。要如何吸引消費者,不僅是在產品上面下工夫,還要有專賣店的形象,我們的服務形象管理,還有售后,這些東西才是最終吸引消費者。

    關鍵詞:陶瓷產品 銷售旺季 衛浴 佛山

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