Article/Zencan
The sudden and long-lasting COVID-19 epidemic has dealt a severe blow to all walks of life, including the ceramic industry. However, it has unexpectedly made various online trainings and live broadcasts popular, including the ceramic industry, and has also taken on some projects. A third-party organization for online training and live delivery of goods for ceramic enterprises and ceramic tile dealers.
The so-called third-party organizations refer to enterprises that provide marketing planning, execution, promotion, training, consulting and other related services to home building materials manufacturers and dealers. They are usually called third parties by industry insiders.
一
Due to undertaking online training and live streaming for some ceramic companies and dealers, some of them have already stepped down as the ceramic industry has been plunged into a cold winter. The third party in the home building materials industry has returned to the center of the stage again, starting a money-making model of making money every day.
I heard that a friend who works for a third party easily made 1 million last month, which is enviable. But after asking him carefully, we found out the truth of the matter: He was doing live streaming and other related online training for ceramic companies and their dealers. Because the effect was very poor, his legs were broken by the marketing department staff of the ceramic company, and the insurance company paid 1 million yuan.
Although this is just a joke written by Brother Chan, it is also written based on the views of a considerable number of practitioners in the ceramic industry on third parties.
Why are people generally not optimistic about third parties?
With questions and combined with what he had learned at the terminal before, Brother Chan communicated with relevant personnel in the ceramic industry via phone and WeChat, and summarized what they said into four viewpoints.
二
The first opinion comes from the shopping guide under the dealer: The marketing models brought by third parties are a bit like pyramid schemes, with nothing new and quite resistant. Every time they hold an event, apart from brainwashing them, giving them blood injections, fines, corporal punishment, and asking them to constantly call and harass customers, the third party seems to have no other abilities.
The second point of view comes from marketers of ceramic companies: The most prosperous people during the epidemic are those third parties who provide online training and live broadcasts for ceramic companies. Since you can't do marketing offline, you have to find something to do. If you don't do anything, people will really think you have no value. As a result, everyone followed the trend and did online training and live broadcasts, and invited third parties who had not yet figured out what live selling was like to provide guidance. If you don't participate, it will appear that your company is not high-level; if you participate, the content will be the same and seriously divorced from reality. It is simply a waste of time, effort, people and money. Every ceramic company is having a hard time now, but those third parties who only rely on one skill to get around can make a lot of money. When training becomes a kind of internal friction and torture, it can only have a negative effect.
The third point of view comes from someone who has recently resigned from a third party: Let’s talk about training first. Often third-party lecturers are very tired, and the participants also feel tired. The employees of the manufacturer don’t like it, and the employees of the dealer don’t like it either. ,Almost no one has a good experience, and there is a serious lack of effectiveness. As for live selling, the key to achieving effective results lies in whether the products and policies of ceramic companies can mobilize dealers and consumers to actively participate, that is Whether it has charm and strength to attract and benefit dealers and consumers does not depend on what platform it is broadcast on or who is invited to be the host. However, some manufacturers do not proceed from reality. They only need to comfort dealers and masturbate through training and live broadcast sales, that is, training for training, live broadcast for live broadcast, and Third parties can make money from it, so why not?
The first three views are inevitably subjective, while the fourth view is relatively objective: In the years when promotion was in the ascendant, third parties were still It has made a certain contribution to the performance growth of ceramic companies. In recent years, due to consumption upgrades, terminal fission and overcapacity, terminal retail sales in the ceramic industry have shrunk significantly. Ceramic companies and dealers urgently need third parties to bring new models. However, most third parties have also lagged behind the times and have no good solutions to the new changes in the market. They just put old wine in new bottles and are naturally gradually abandoned by ceramic companies and dealers; only a few third parties can keenly grasp the pulse of the times. , with a down-to-earth attitude, explored and deployed various new methods such as online training, goods delivery, and investment promotion in advance, solving some urgent needs for ceramic companies and dealers under the epidemic.
三
As for the money-making routines of those third parties who are considered by ceramic companies and dealers to be taking advantage of the epidemic to make money, Brother Chan also summed it up with the help of several marketing managers of ceramic companies who have dealt with third parties all year round. .
Routine 1: Fry leftover rice in a new pot. Many third-party open courses have very attractive course titles, such as "breaking the game", "growth", "channels", etc., which have attracted many ceramic companies and dealers to listen. However, the contents are all It’s a cliché, it only creates a sense of presence, it has no practical effect on sales, and the cost is quite high.
Routine 2: Selling dog meat for sale. Since the first month, live streaming sales have been booming. The content of a third-party open class was how dealers can overcome the epidemic situation, which attracted many people to watch. As a result, the entire 90-minute live broadcast was to sell a certain live broadcast. Mini programs and dealers during the epidemicBreaking has no relevance.
Routine 3: Jiang Taigong fishes, and those who wish will take the bait. A third party launched a series of free courses. The 90-minute live training had twists and turns. At the end, it said, "If you want training materials, we can provide rich case materials for 9.9 yuan." If you spend 9.9 yuan, you will get back a bunch of rotten forms; if you don’t spend 9.9 yuan, you will feel that you have not studied well and the feeling of not being good or bad makes people very uncomfortable.
Routine 4: Everything is for marketing. A third party used marketing in a sneaky way. Some people from ceramic companies were attracted by its attractive WeChat mini-program tweet title and joined the WeChat group it established. I thought I could officially attend the class, but unexpectedly, the third party asked everyone to forward the course link to the circle of friends. It also stipulated how many people should send it, how long it should be displayed in the circle of friends, and that you can only attend the class after taking a screenshot and leaving a certificate. If you don't forward the screenshot to the group, you can't attend the class. People understand.
In short, to judge whether a third party is a qualified third party, it depends on whether it can create value and bring practical results to ceramic companies and dealers. Otherwise, even if it can really win the world, it will be in vain. Ceramic companies and dealers must learn to adapt to market changes on their own, and cannot place their hopes on third parties who have many problems themselves; third parties can act as think tanks to some extent, but they can never become the real players of ceramic companies. brain.
Of course, we do not mean to deny the role and future of third parties. Third parties with truly professional and practical capabilities still have a bright future in the field of customized training (courses).
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