TA，創(chuàng)建于2002年，一直以出口業(yè)務(wù)為主。

2015年，TA開始向國內(nèi)擴(kuò)張，平均每年門店以100+的速度遞增。

2020年上半年，在新冠疫情的襲擊下，TA依然以40%逆勢增長，新增店面100+家。

到目前為止，TA在國內(nèi)已建品牌專賣店近1000家，海外自營店100+家。

TA叫“伊莉莎白瓷磚“，國內(nèi)現(xiàn)代磚頭部品牌之一。

短短五年，從平平無奇到現(xiàn)代磚頭牌，TA經(jīng)歷過什么？又做對了什么？

近日，伊莉莎白瓷磚創(chuàng)始人兼董事長劉勝紅接受了華夏陶瓷網(wǎng)的面訪，回顧了伊莉莎白瓷磚過去五年快速崛起的發(fā)展史。

伊莉莎白瓷磚的創(chuàng)始人兼董事長

劉勝紅

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

每年開100+門店，做年輕人的生意

Open more than 100 stores every year to do business for young people

2015年前，國人講究繁復(fù)奢華，而國外卻流行現(xiàn)代簡約。隨著移動互聯(lián)網(wǎng)的崛起，年輕消費者的審美認(rèn)知得到大幅度提升。2015后，中國家裝設(shè)計開始與國際潮流的接軌，現(xiàn)代簡約風(fēng)潮開始在中國興起。

▲佛山總部展廳

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.

▲佛山總部展廳

一直深耕國外市場，以白磚聞名的伊莉莎白瓷磚先知先覺，敏銳地嗅到了國內(nèi)的商機(jī)。2015年，劉董決定向中國國內(nèi)市場拓展，專注現(xiàn)代風(fēng)瓷磚，定位中高端，以個性特色的差異化產(chǎn)品攻克年輕消費群體市場。

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.

▲佛山總部展廳

由于伊莉莎白瓷磚出口國外市場，產(chǎn)品基本與國外同步，轉(zhuǎn)向國內(nèi)市場似乎是水到渠成。

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.

但劉董出于穩(wěn)健考慮，他沒有開始大肆宣傳和招商，先從總部展廳重新改造開始試水，裝修的風(fēng)格與原來的風(fēng)格完全不一樣，整體調(diào)性以現(xiàn)代簡約為主，上樣白磚和浮雕瓷質(zhì)墻磚。

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.

▲佛山總部展廳

展廳裝修好后，來咨詢加盟的客戶特別多，盡管劉董對自己的產(chǎn)品非常有信心，但國內(nèi)火爆的銷售業(yè)績還是在他的意料之外。這讓劉董更堅定了對國內(nèi)市場的信心，也讓伊莉莎白瓷磚從此走上了以每年100+門店遞增的拓店之路。

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

從衛(wèi)生間解決方案開始，實現(xiàn)從1到N創(chuàng)新變現(xiàn)

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

在大眾看來，伊莉莎白瓷磚是幸運的，因為TA剛好迎合了潮流，站在了風(fēng)口上。但其實，TA在風(fēng)口來臨前的海外漂，也不是那么的一帆風(fēng)順，也經(jīng)歷了調(diào)整期，也正因為有了13年的海外經(jīng)歷，才練就了伊莉莎白瓷磚如今的國際視野，以及市場敏銳度。

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.

一直以來，佛山陶瓷聞名全球，品牌數(shù)量多，品類也多，如何讓伊莉莎白瓷磚更深入消費者心里，更顯差異化呢？

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?

劉董決定從衛(wèi)生間的產(chǎn)品切入，推出了國內(nèi)沒有的300mm×800mm規(guī)格浮雕瓷墻磚產(chǎn)品，白磚和浮雕瓷墻磚搭配，讓整個空間顯得更有立體感和現(xiàn)代感，打破了傳統(tǒng)衛(wèi)生間的單調(diào)乏味，且更符合年輕人的審美觀。

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.

事實證明，從衛(wèi)生間產(chǎn)品切入推廣策略是成功的。2016年7月，伊莉莎白瓷磚300mm×800mm新品發(fā)布會，就吸引了700多名客戶前來訂購。不但300mm×800mm規(guī)格產(chǎn)品大賣，還帶動其他大規(guī)格地磚的銷售。

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.

白磚與300mm×800mm浮雕瓷質(zhì)墻磚是可以隨意組合混搭，除了衛(wèi)生間還適用客廳、餐廳、廚房。先從一個衛(wèi)生間的空間搭配方案開始推起，等消費者喜歡這種風(fēng)格后，為了保持與衛(wèi)生裝修風(fēng)格一致，那么就可以延伸到的客廳、餐廳、廚房空間。實現(xiàn)了從1個方案到N個方案的創(chuàng)新變現(xiàn)。

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.

用劉董的話說，伊莉莎白瓷磚之所以吸引了眾多經(jīng)銷商的加盟，是因為從本質(zhì)上解決了當(dāng)下代理商的思路問題。在生意難做的今天，只有迎合消費者需求，賣他們真正想要的產(chǎn)品，提高消費者的滿意度，代理商才能賺到錢。

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.

佛山總部展廳▼

▲佛山總部展廳

03

拼價格不如拼服務(wù)，提高客戶滿意度才是長久生存法則

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

2017年，現(xiàn)代簡約風(fēng)格在行業(yè)推至了高潮。面對巨大的競爭，劉董依然堅挺價格關(guān)。他認(rèn)為，一個品牌靠降價是無法做出任何品牌效應(yīng)的，他強(qiáng)調(diào)把終端的服務(wù)做好，把客戶的滿意度提高，才是一個品牌長久生存的法則。

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.

▲佛山總部展廳

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如何提高客戶滿意度？

How to improve customer satisfaction?

一、產(chǎn)品要新穎

Products should be novel

伊莉莎白瓷磚在產(chǎn)品創(chuàng)新上一直不斷的作嘗試。

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

以一套新的系列產(chǎn)品為例，專業(yè)人士研發(fā)設(shè)計出來后通過小批量生產(chǎn)，再做小批量試銷，如果客戶反饋好才大批量投產(chǎn)。

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.

在劉董看來，做產(chǎn)品創(chuàng)新不能墨守成規(guī)，但創(chuàng)新的前提一定不能是因為創(chuàng)新而創(chuàng)新，一定要考慮到應(yīng)用問題，既要美觀又要實用，要看市場的反饋，還要允許創(chuàng)新試錯，只要解決了這些問題創(chuàng)新才能持之以恒，達(dá)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.

▲佛山總部展廳

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二、價格要合理

Be reasonable in price

產(chǎn)品價格是否合理，取決于產(chǎn)品本身賦予的價值。包括創(chuàng)新、展示、設(shè)計、服務(wù)。

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

伊莉莎白瓷磚門店展示要跟上趨勢，半年一小調(diào)整，一年一大調(diào)整，并保證每個設(shè)計空間實用性要很強(qiáng)，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.

為消費者創(chuàng)造一個舒適的購買空間，提供多種不同裝修需求方案，這對消費者來說是個非常愉悅的購買體驗。而這些愉悅的體驗，低價是不可能有的。

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，合理的價格，不是今天賣便宜，明天就賣貴，也不是拿著“LV”的品質(zhì)卻賣著地攤的價格。而是保持一定的利潤空間，讓品牌服務(wù)可以良性持續(xù)。

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.

▲佛山總部展廳

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三、服務(wù)要周到

Be considerate in service

在伊莉莎白瓷磚門店無論是在產(chǎn)品的搭配還是軟裝的布置，都在為營造一個舒適的購物環(huán)境。并且提供了免費設(shè)計方案、免費量房、鋪貼指導(dǎo)、定期上門維護(hù)等專業(yè)服務(wù)，來迎合消費者不同的消費需求。

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.

不管是做產(chǎn)品、還是做營銷、做服務(wù)，伊莉莎白瓷磚的焦點都放在消費者的身上，不斷地捕捉、深挖、滿足他們的需求。劉董認(rèn)為客戶滿意了你的服務(wù)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.

▲佛山總部展廳

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四、質(zhì)量要好

The quality is better

對于產(chǎn)品質(zhì)量，伊莉莎白瓷磚一直堅持做全瓷化產(chǎn)品，并有著自己一套苛刻的質(zhì)檢程序。全瓷產(chǎn)品吸水率非常低（吸水率≤0.5%），為了保持產(chǎn)品十年如一，持久彌新，伊莉莎白瓷磚耐磨度可達(dá)到4級以上。劉董認(rèn)為品質(zhì)不好，花色再好，價格再好都沒用，不會有客戶第二次復(fù)購，所以伊莉莎白的質(zhì)檢是可以真的比喻為“在雞蛋里挑骨頭”。

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".

▲佛山總部展廳