From 2011 to 2014, Su Binlai sold ceramic tiles on average of over 100 million yuan per year in the African country of Angola.

Now, he has returned to China, and he has run the Deer Marble Tiles Super Anti-Scratch in Anshun, Guizhou.

As a native of Yingtan, Jiangxi, why did Su Binlai go to Angola? Why did you choose Anshun after returning to China? Everything has a reason, let's listen to him together.

▲Optimistic Su Binlai.

From Yingtan to Angola.

The glasses business in Yingtan, Jiangxi is globally renowned, but Su Binlai has been exposed to ceramic tiles since childhood.

Since 1991, Su Binlai's father has started a ceramic tile business in his hometown. He has officially taken over since 2000, acting for Langao brand under New Zhongyuan Group in Yingtan, and then acting for Mona Lisa brand.

So, how could Su Binlai have thought of selling ceramic tiles to Angola? It turned out that one of his relatives had established his glasses business in Angola. With acquaintances, he had a solid foundation for doing business abroad. Moreover, at that time, Angola was in the stage of vigorous construction after the 27 year civil war, and there was a high demand for building materials such as tiles.

So in 2008, Su Binlai began to establish ceramic tile sales outlets in Angola. He said he was "still bottoming out" in the first three years, with an annual sales period of "5 months and another 7 months waiting for goods". So, the performance from 2008 to 2010 was "almost", with an annual sales volume of "30 to 40 million".

Since 2011, Su Binlai's network layout has been relatively complete, thus entering a period of soaring performance. From 2011 to 2014, Su Binlai was able to sell over 100 million yuan of ceramic tiles per year on average in Angola.

At that time, the supply of ceramic tiles in Angola was in short supply. Su Bin recalled that the goods had just arrived at the port and were taken away by customers who had already ordered them. At that time, his clients were mainly Chinese engineering companies such as China Railway.

In 2016, due to factors such as the devaluation of the Angolan currency, Su Binlai decided to return to China. However, in the end, he did not choose his hometown of Yingtan, but instead started a ceramic tile business in Anshun, Guizhou.

▲The store location of Anshun Yifeng is very good.

From Angola to Anshun.

The reason for choosing Anshun was completely due to Su Binlai's mistake, and in his words, it was a "coincidence".

After returning to China, Su Bin came to rest for a period of time. When he traveled to Anshun, he found that "the climate here is good", not only supported by the policy of "Western Development", but also "there are many houses that have been relocated, and rural self built houses have not yet been controlled". The fundamental aspect of potential is so solid that Su Bin, who has been experienced in the "porcelain market" for a long time, will decide on Anshun.

In 2017, Su Binlai opened a ceramic tile supermarket in Anshun. However, the "low profit and no brand" characteristics of the ceramic tile supermarket led him to decide to represent a mid to high-end brand.

At the end of 2017, the salesman of Deer Marble Tiles found Su Bin, and both parties were very satisfied after communication. The Deer Marble Tiles product system, which can cover high, middle and low consumption levels, is very popular with Su Bin, so the two sides signed a contract soon.

However, Su Binlai initially did not choose to buy a store in the building materials market. Instead, he secured a 500 square meter double decker store in Yifeng International Automobile Logistics Park in Anshun and spent more than 8 months renovating it, investing a total of 4 million yuan.

The reason for this layout is that Su Bin took advantage of the two sides of the store, which are surrounded by streets. The geographical location is good and has natural advertising attributes.

In fact, Su Binlai places great importance on advertising, spending hundreds of thousands of yuan annually on advertising. Last year, he "made 30 second theater advertisements for a whole year". This year, the 60 square meter LED large screen in the downtown of Anshun publicized Deer Marble Tiles with the frequency of "18 seconds each time, 380 times a day". In addition, it also included "two 11 meter by 20 meter anti-aircraft gun advertisements", roadside advertisements at the entrance of the high-speed railway, and advertisements for the elevator gates and light boxes in the community.

▲A 60 square meter LED large screen advertisement in the city center in the evening.

▲Roadside advertising at the entrance of high-speed rail.

Carefully manage Deer Marble Tiles.

In addition to the Deer Marble Tiles store located in Yifeng, Su Binlai won another 500 square meter store in Anshun Red Star Macalline in July this year, which is currently being renovated.

The reason for entering Red Star Macalline is that some consumers will ask Su Bin whether there is a store there, and he is also optimistic about the brand attribute of Red Star Macalline "bringing its own drainage". The deeper reason is that he is "optimistic about the high-end market in the future".

Nowadays, the housing prices in Anshun are between 5000 to 7000 yuan, double the previous year's 3000 yuan increase. The rise in housing prices means strong purchasing power.

According to different sales channels, Su Binlai divided the team into three groups. The market manager specializes in residential properties, the channel manager focuses on decoration companies, and the store manager coordinates the retail sector, with clear division of labor and mutual assistance.

This year's Anshun ceramic tile market is still characterized by "some people leaving, some people changing, and some people coming in". Su Binlai always believes that "it is not because the market is not good, but because Ease will be beaten". Because of this, he actively launched advertisements, formed teams, opened new stores, and expressed an optimistic attitude towards the future through practical actions.

"Where there are people, there is Jianghu, and where there are disputes, there is Jianghu." Su Binlai is very optimistic about the latest Super Anti-Scratch marble tiles launched by Deer Marble Tiles, which will make Deer Marble Tiles break into a new Xintiandi. Su Binlai also set a small goal for himself. He wants to let Deer Marble Tiles's Super Anti-Scratch enter every household in Anshun.

▲The anti-aircraft guns and community advertisements of Anshun Deer Marble Tiles.