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工程将取代经销商,成为瓷砖销售第一渠道?

工程将取代经销商,成为瓷砖销售第一渠道?

“GUOQUERSHINIAN,DEJINGXIAOSHANGZHE,DETIANXIA;WEILAIERSHINIAN,DEGONGCHENGQUDAOZHE,DEWEILAI。”ZHEIJUHUABEIYUELAIYUEDUODEXINGYERENSHISUORENTONG。

2018NIANYILAI,JIANTAOXINGYEZONGCHANZHICHENGXIANWEISUOZHISHI,DANGONGCHENGQUDAODEFAZHANQUELAISHIXIONGXIONG,XINGYELONGTOUQIYEFENFENJIASUBUJU,FALIGONGCHENGSHICHANG。DONGPENGKONGGUDONGSHIZHANGHEXINMINGSHENZHICENGXIANGMEITIBIAOSHI,YUJIWEILAI3~5NIAN,DONGPENGDEXIN(JINGZHUANG、ZHENGZHUANG)QUDAOHECHUANTONGQUDAODEBILIJIANGDADAO6:4,YICILAIBIAODADUIGONGCHENGDENGXINXINGQUDAODEKANHAO。

YOUXINGYERENSHIXIANG《TAOCIXINXI》JIZHEBIAOSHI,CONGFAZHANSHITOULAIKAN,WEILAIGONGCHENGQUDAODAYOUKENENGQUDAICHUANTONGJINGXIAOSHANG,CHENGWEICIZHUANXIAOSHOUDIYIQUDAO。 SHUJUXIANSHI,2018NIANQUANGUOTOP20FANGQIXIAOLIANGZONGHEDA5.8WANYIYUAN,TOP100FANGQIXIAOLIANGZONGHEDA8WANYIYUAN,BANSUIZHEJINGZHUANGFANGZHENGCEDECHIXUTUIJIN,JINFANGDICHANJINGZHUANGXIANGMUDEZHANLVEJICAIJIUYUNZANGZHEJINQIANYISHICHANG。

JIYUCI,ZHONGDUODAXINGTAOQIKAISHIQUANMIANBEIZHAN,JIAOZHUGONGCHENGSHICHANG,ERJINJUNGONGCHENGQUDAODEGAOMENJIAN,YIJIANGDALIANGSHILIRUO、WUPINPAI、GUANLICUFANGCHUANTONGDETAOQIJUZHIMENWAI,JIASUTAOYEDEXIPAIYUPINPAIJIZHONG。

工程将取代经销商,成为瓷砖销售第一渠道?

工程渠道的十年激变

GONGCHENGQUDAODEFAZHANYUJIAOTONGDEBIANLI、XINXIDETONGCHANG,YOUZHEMIQIEGUANLIAN。2010NIANYIQIAN,JINGXIAOSHANGMOSHIJIHUSHITAOCIQIYEWEIYIDEXIAOSHOUQUDAO,BUFENDAXINGTAOQISUISHELIYOUGONGCHENGBU,DANZHISHIYONGLAIFUWUJINGXIAOSHANG,BINGFEIKAIZHANSHIZHIXINGYEWU。

“GAOTIESHIDAI”YU“YIDONGHULIANWANGSHIDAI”LAILINHOU,JIAOTONGYUXINXIJIAOLIUBIANDEBIANJIEWUBI,BINGGAIBIANLECIZHUANXIAOSHOUMOSHI——GUOQUJIAOTONGBUBIANLI,GONGCHENGSHANGDOUSHIZAIBENDIJIANCAISHICHANGXUNZHAOJINGXIAOSHANGMAIZHUAN,ERHOUGAOTIEWANGLUOSITONGBADA,GONGCHENGSHANGKEYIZHIJIEPAODAOFOSHANYUCHANGJIADUIJIEQIATAN,BUFENQUYUDANGTIANJIUKEYIWANGFAN。

DUANDUANJINIANSHIJIAN,YUELAIYUEDUODEDICHANSHANG、GONGCHENGSHANGFENFENRAOGUOJINGXIAOSHANGZHIJIEHETAOCICHANGJIAHEZUO,ZHEIYANGKEYISHENGQUDALIANGDEZHONGJIANCHENGBEN,HUODEGENGDIDECAIGOUJIAGE,BINGQIECHANPINDEPAICHAN、GONGHUOGENGWENDING、GENGYOUBAOZHANG,DAOZHIJINGXIAOSHANGDUIJIEGONGCHENGQUDAODENENGLIZHUBUXUERUO。

另一方面,2010年以后伴随着传统零售渠道竞争的日益激烈,越来越多的陶企开始广开渠道,成立简易的工程部,探索工程业务。《陶瓷信息》记者了解到,在很多企业的释义中,零售以外的都算是工程业务。

“ZAOQIDEGONGCHENGBU,JIUSHIZHAOSHOUJIMINGYUANGONG,ZHUANMENCHUQUSAOJIESAOLOU,JIUJINXUNZHAOSHANGPU、XUEXIAO、XIAOXINGLOUPANDENGXIANGMUHEZUO,GONGZIBUGAO、GUANLIBUYAN,NENGZHAODAOXIANGMUJIUYOUTICHENG,ZHAOBUDAOXIANGMUJIUMEIYOUDIXIN,BUXUYAOGONGSIYANGHUO。”FOSHANYIJIADAXINGTAOQIDEGONGCHENGZHANLVEBUZONGJIANYANGXIANSHENGJIESHAO,XIANZAIHENDUODAQIYEDEGONGCHENGZHANLVEBU,SHIZAIZAOQIGONGCHENGBUDEJICHUSHANGYANBIANERLAI,DANDANGQIANGENGDUODESHIZUOZHANLVEJICAI,JIEZHUGUOJIADAMIANJITUIXINGJINGZHUANGFANGDE“DONGFENG”,YUDAXINGFANGDICHANSHANGHEZUO。

“JINGZHUANGFANGSHIDAI”LAILINHOU,GAIBIANLETAOCIXINGYEDEGONGCHENGYEWUSHENGTAI,BUJINTUIDONGGONGCHENGQUDAOSHICHANGGUIMODECHIXUKUODA,YEWUHEZUOYICONGZUICHUDEXIAOLOUXIANGMU,YANSHENZHIRUJINDEDAGUIMOFANGDICHANXIANGMU,SHICHANGBUDUANKUODADETONGSHI,ZHUNRUMENJIANYUHEZUOBIAOZHUNBUDUANPANSHENG,DUITAOQIZONGHESHILIDEYAOQIUYEYUELAIYUEYANKE。

SHIZHIJINRI,GONGCHENGSHICHANGYIJINGCHENGWEIYIKUAIJIDADE“DANGAO”,TABUJINHANGAIDAXINGFANGDICHANGONGSIDEJINGZHUANGFANGXIANGMU,HAINANGKUOQUYUXINGFANGDICHANGONGSI、LIANSUOCHAOSHI、YINXING、SHANGYEZHONGXIN、JICHANG、DITIE、LIANSUOZHUANMAIDIAN、XUEXIAO、YIYUAN、JIUDIAN、LIANZUFANGDENGXIANGMUDEJICAI,GEDACIZHUANQIYEYIJUPINPAIZHIMINGDUDEGAODI、QIYESHILIDEDAXIAO,XINGCHENGCENGCIFENMINGDESHICHANGGEJU——QUANGUOTOP20FANGQIYUQUANGUOTOP20CIZHUANPINPAIJIANLIQILAOBUKEPODEMIQIEHEZUO;DUIPINPAISUQIUJIAODIDEZHONGDIDUANGONGCHENGXIANGMU,CHENGWEIJUEDADUOSHUTAOQIDOUYOUJIHUIJIAOZHUDEJILIEZHANCHANG。

“其中,市场体量最大的当属大型房地产公司的战略集采,以碧桂园集团为例,2018全年实现销售业绩7286.9亿元,按瓷砖用量1%~2%的比例来计算,仅碧桂园集团一年的瓷砖需求量就在70亿元到140亿元之间。宏图棋牌游戏”前述杨先生介绍。

工程将取代经销商,成为瓷砖销售第一渠道?

零售萎缩

倒逼陶企重视工程业务

TAOQIDUIGONGCHENGQUDAODERIYIZHONGSHI,KECONGZHONGDUOTAOQIDALIANG“ZHAOBINGMAIMA”,YINJINGONGCHENGYEWURENCAIDEZHAOPINJIANZHANGZHONGKEJIANYIBAN。2019NIAN,ZAIFOSHANGEDATAOQIDEZHAOPINXINXIZHONG,GONGCHENGKAITUOYEWUYUAN、ZHANLVEHEZUOBUBUZHANGDENGGANGWEIYOUWEIQIANGYAN。DUIYUZHANLVEGONGCHENGZONGJINGLIDEXINZIDAIYU,BUSHAOQIYEMINGMASHIJIAJICHU30000~50000YUAN/YUE,SHENZHIHAIYOUQIYEKAICHUDIXIN+JIXIAOKEDABAIWANYUANDEGAOXIN。

不仅如此,在山东淄博、江西高安等产区,也有越来越多的陶企开始重视工程渠道的建设。原因在于,2018年以来,行业的渠道裂变加速,传统营销渠道优势不断弱化,众多陶瓷品牌零售销量持续收窄、经销商数量锐减,因此不得不开辟新的渠道,拓展新的市场空间。

宏图棋牌游戏“WOMENSHIBEIBIZHEKAITUOGONGCHENGYEWUDE。”SHANDONGYIJIATAOQIFUZERENTANYAN,GUOQUSHICHANGXINGQINGBUCUO,ERQIEDUIJIEGONGCHENGQUDAODEGUOCHENGTAIGUOFANSUOHEMAFAN,YINCIHENDUOQIYEDOUBUZHONGSHI,DANDANGXIACHUANTONGLINGSHOUYIJIJINGXIAOSHANGQUDAOXIAOLIANGWEISUOMINGXIAN,“ZAICIXINGSHIXIA,RUGUOZAIBUZHUDONGKAIFAXINQUDAO,WEILAIDESHENGCUNYALIHUIYUELAIYUEDA。”

宏图棋牌游戏SHISHISHANG,ZAIDUOWEISHOUFANGZHEKANLAI,JINGUANDANGQIANGONGCHENGQUDAODETILIANGWENBUSHANGSHENG,DANBINGBUSHIHESUOYOUDETAOQI。YOUQISHIDUIYUYIXIEXINSHEZUGONGCHENGLINGYUDETAOQIERYAN,ZAIDUANSHIJIANNEIHENNANQUDECHENGXIAO,LIRUMIANLINBUJUBEITOUBIAOZIZHI、ZILIAOJIGONGCHENGANLIDENGWENTI,XUYAOYIGEJILEIYUZHUANBIANDEGUOCHENG。

对于企业而言,迈出工程渠道开拓的“第一步”非常不易。 佛山一家中小品牌负责人介绍,2018年末其所在的企业开始切入工程领域,考虑到优势不明显,为了规避激烈的市场竞争,在产品上主打“个性化、小众化”。第一单工程业务是通过经销商获得的一个房地产项目,为了拿下这一项目,基本上是举全公司之力来完成,并且还是垫资进行合作。

YOULEHEZUODEGONGCHENGANLIHEJINGYAN,HOUMIANDEDICHANXIANGMUJIEZHONGERLAI。TEBIESHISANSIXIANCHENGSHIDEQUYUXINGFANGDICHANGONGSI,DUITAOQIDEYAOQIUMENJIANXIANGDUIKUANSONGXUDUO,ZHIXUYAOTAOQITIGONGGONGCHENGANLI,BINGMEIYOUMINGQUEGUIDINGYONGYOUHENAXIEFANGDICHANQIYEHEZUODEZIZHI。LINGYIFANGMIAN,DAXINGGONGCHENGXIANGMULIUCHENGFANSUO、SHOUXUFUZA,XIAOQIYENANYICHENGSHOU,DANXIAOXINGGONGCHENGXIANGMUDEHEZUOYAOQIUJIUDIHENDUO。ZHEISHIHENDUOPINPAIYOUSHIBUXIANZHUDEZHONGXIAOQIYEZHONGDIANGONGKEDESHICHANG。

多家成立了工程部的陶企告诉《陶瓷信息》记者,工程渠道花费的时间精力要多于其他渠道,即使是签约之后,后期跟踪服务的所花精力也不少。

宏图棋牌游戏ZIBOXINBOTAOCIKEJIYOUXIANGONGSIFUZONGJINGLISONGFENGJIANGSHU:“WOMENZHIQIANYUDAOGUOYIGEZHAOTOUBIAOXIANGMU,JIUSHIYINWEIGUOCHENGTAIGUOFANSUO,YOUHAOJIJIAQIYEDOUZAIZHONGTUFANGQILE。WOXIANHOUPAOLESHIDUOTANG,ZUIZHONGCAILUOSHIQIANDAN,ERQIANDANZHIHOU,JIBENYESHISUIJIAOSUIDAO,DIYISHIJIANBAWENTICHULIWAN。”

此外,企业的资金实力是否雄厚,是决定陶瓷企业能否进入工程渠道的另一关键因素。一般而言,工程渠道的付款周期较长,一般首付是全款的30%。例如,根据合同约定,在第一批瓷砖进场之后要付全款30%的款项,而在第二次付款后到账账款比例一般占全款的50%;工程结束之后,甲方需付全款的70%,而验收结束之后,甲方才会付90%的账款。此外需要留5%的账款作为质保金,一定时间后才会结清尾款。

“SHIJISHANG,ZAIKUANXIANGDAOZHANG50%HOU,YUXIADEZHANGKUANJIUHENNANANQIDAOZHANG,BIANDEHENTUOTA,DADAZENGJIALETAOQIDEYUNYINGCHENGBEN。”YIWEIBUYUANTOULUXINGMINGDEXINGYERENSHIJIESHAODAO。

工程将取代经销商,成为瓷砖销售第一渠道?

大型战略集采

让95%以上陶企望而却步

虽然大型房地产公司的工程战略集采,因其市场巨大而成为“美味的大蛋糕”,但也是一块难啃的“硬骨头”。行业人士总结:规矩多、要求严、利润低、周期长。重重“高门槛”令95%以上的陶企望而却步。

资金实力成为陶企开拓工程渠道的最高门槛之一。其中包含陶瓷企业的注册资金,品牌价值以及现有资产规模等多方面条件。在付款方式与资金周转方面,陶企通过“先供货、后付款”的方式与工程战略集采项目合作。

宏图棋牌游戏ZAICIJICHUSHANG,FUKUANLIUCHENGBIXUBAOHAN“GONGHUO、DUIZHANG、GUADANZAIFUKUAN”,ZUIKUAIDEFUKUANZHOUQIYEYAOCHAOGUOSANGEYUE,BINGQIEBUFENHEZUODUIXIANGHAIHUISHIYONGQIPIAO,DUIYUTAOCIQIYELAISHUO,ZIJINZHOUZHUANYALIJIDA,YIDANTAOCIQIYEZIJINSHILIBUGOUXIONGHOU,JIUHUIBEIZHEIYANGDEFUKUANFANGSHIYAKUA。JUTONGJI,ZAIZIJINSHILICENGMIAN,YONGYOUXIONGHOUDENENGLIQIENENGGOUCHENGSHOUHEZUOFANGYAKUANDETAOCIQIYESHIFENSHAOJIAN。

陶瓷企业的合作矩阵成为第二大门槛。宏图棋牌游戏目前工程战略集采大多需要固定的买方市场,也就是合作资源要充足。例如和某地产巨头合作时,该地产商会对陶瓷企业提出要求,提供此前曾与同类规模、产值地产商成功合作的案例,有些条件严苛的,甚至要求合作的房地产商数量必须达到房地产TOP10中的3家以上……并以此来判定陶瓷企业的资质。目前在佛山陶瓷企业中,能与多家TOP20房地产商长期稳定合作的陶企屈指可数。

陶瓷企业的生产水平成为第三大门槛。过去陶瓷企业都是以自主生产为主,按陶瓷企业的定位自行生产某款瓷砖,再提供给经销商售卖。经销商只能从陶瓷企业所生产出来的产品中挑选款式进行销售。这使得陶瓷生产负责人成为“军事大臣”,掌控着陶瓷企业产品生产的“生杀大权”,一切关于产品生产的大事都由生产负责人说了算,这造成陶瓷企业生产部门的自主性极强。

宏图棋牌游戏ERGONGCHENGZHANLVEJICAIDEGONGHUOMOSHIDAYOUBUTONG,BUFENDAXINGDICHANSHANGYANGEANBIAOZHUNXINGSHI。JICHUBIAOZHUNMOBAN,BINGYAOQIUTAOCIQIYEANZHAOGUIDINGDESHIJIAN、SHULIANG、HUASE、ZHILIANGJIJIAGEJINXINGFANGBAN。RUGUOCHAOCHUYUQICHENGBEN,QIYEXUYAOZIXINGCHENGDANSUNSHI,ANGUIDINGSONGJIANDECHANPINHEGEHOU,FANGNENGJINRUXIAYILUNJINGBIAO。

宏图棋牌游戏ZHEIYANGDEJINGZHENGMOSHIDEYANKUXING,BUZAIYUTAOCIQIYEDEJINGZHENGDUISHOUYOUDUOSHAO,ERZAIYUTAOCIQIYEZISHENGUANLISHUIPING、SHENGCHANSHUIPINGJIGONGYISHUIPINGDEGAODI。

陶瓷企业的规范化管理成为第四大门槛。建筑陶瓷作为高度民营化的产业,不可避免地存在着一些家族企业病,企业内部家族裙带关系网遍布,在这样的情况下,要求企业以提供优质服务为中心,进行规范流程、专人专岗、对标管理的难度较大,这是许多企业亟待解决的问题,是企业进入工程市场的众多阻碍之一。

宏图棋牌游戏JUJIESHAO,SHANGSHUMENJIANJINSHI“BINGSHANYIJIAO”,HAIYOUHENDUONANYIZHANGKONGDEXIAOXIJIE。“WEISHENMEHENDUOQIYEZUOZHEZUOZHEZHONGTUJIUFANGQILE,JIUSHIYINWEIBEIZHONGZHONG‘MENJIAN’KAZHULE。”QIANSHUYANGXIANSHENGBIAOSHI,ZHIYOUZHENZHENGSHEZUDAXINGFANGDICHANZHANLVEJICAISHICHANG,CAIHUIMINGBAIQIZHONGDENANCHU。

工程将取代经销商,成为瓷砖销售第一渠道?

工程将成瓷砖销售第一渠道?

宏图棋牌游戏SHOUDAODAXINGFANGDICHANGONGSIDEJINGZHUANGFANGXIANGMUCIJI,JINJINIANTAOCIXINGYETOPPINPAIDESHICHANGFENECHIXUMENGZENG,BINGCUCHENGTAOCIXINGYEPINPAIJIZHONGDUDEJINYIBUTISHENG。

2018NIAN,JIANTAOXINGYEZHUYINGSHOURUXIAHUA30.3%,DANYUEXINJIANKANG、OUSHENNUO、MENGNALISHADENGSHANGSHITAOQIDEXIAOSHOUYEJIQUENISHIZENGZHANG,QIZHONGYIDAYUANYINBIANSHIFANGDICHANZHANLVEYEWUHEZUOYEJIWENDINGZENGZHANG。YIOUSHENNUOTAOCIWEILI,2014~2018WUNIANJIAN,NIANYINGSHOUCONG16.06YIYUANZENGZHANGZHI36.81YIYUAN,2018NIANDEYINGSHOUGENGSHITONGBIZENGZHANG53.36%,GONGCHENGQUDAOSHIQILADONGXIAOSHOUZENGZHANGDEZUIDADONGLI。

为了抢占更多的市场份额,各大陶企纷纷摩拳擦掌发力工程渠道。如东鹏控股表示,当前东鹏的传统渠道和新(精装、整装)渠道的比例是6:4,而这个比例在3~5年之后可能会倒过来,传统渠道的比例会逐步缩小。

FOSHANYIJIADAXINGTAOQIDEZHANLVEGONGCHENGBUZONGJINGLIYANGXIANSHENGYIGAOSUJIZHE,GUOQUJINIANQISUOZAIDEQIYEZHANLVEGONGCHENGYEWUTUFEIMENGZHANG,DAO2018NIANYIJINGCHAOYUECHUANTONGJINGXIAOYEWU。DANTATONGSHIBIAOSHI,ZHANLVEGONGCHENGYEWUDEKAITUOBINGMEIYOUXIANGXIANGZHONGDENEIMEJIANDAN,DUIQIYEDEZIJINZHOUZHUANNENGLI、GUANLINENGLIHEFUWUNENGLIDOUYOUZHEJIAOGAOYAOQIU,FOUZEJIUSUANQIYECHIZHONGJINCHENGLILEGAIBUMEN,YEHENNANYOUFAHUIDEKONGJIAN。

“XIANZAIHENDUOQIYEDELAOBANDUIGONGCHENGQUDAODELEJIEBUSHEN,KANDAOGONGCHENGQUDAOHUORE,QITAQIYEZUODERUHUORUTU,YECHENGLIGONGCHENGBU,BINGSICHUGAOXINWAREN,DANSHIJISHANGRUJINDEGONGCHENGZHANLVEJICAIBUZAIJUEDUIYIZHANGGERENNENGLI。”XINGHUICIZHUANZHANCAIBUFUZERENBIAOSHI,TAOCIQIYEYAOXIANGZUOHAOGONGCHENGZHANLVEJICAI,JUEDUIBUSHIWAYILIANGGEJIUJINGGONGCHENGZHANCHANGDENENGRENJIUNENGGOUSHENGENGDE。

ZAITOUBIAODAXINGGONGCHENGZHANLVEJICAIXIANGMUDEGUOCHENGZHONG,FANGDICHANSHANGYUTAOCIQIYEHEZUOSHIDUIYUGERENNENGLIDEYAOQIU,YIJINGCONGGERENDE“GUANXIWANGKUANGUANG、ZILISHENYUAN”DENGTIAOJIAN,XIAJIANGDAOYONGYOU“JIAOJINENGLI、GERENMEILI”DENGJICHUSUZHI。ZAIGONGCHENGZHANLVEJICAIHEZUOXIANGMUZHONG,DAXINGFANGDICHANSHANGKAOCHAHEZUOQIYEDEZHONGYAOBIAOZHUN,SHITAOCIQIYEDEZIZHIYUSHILI。

TONGSHI,ZUOWEIGAODUMINYINGHUADEXINGYE,TAOCIQIYEDEGUANLIPUBIANJIAOWEICUFANG,ZAIHENDUOZHIDUHELIUCHENGDESHEZHISHANGQUEFAKEXUEXINGHEBIAOZHUNXING,ZHEIZHONGXINGYETEXINGSHIDEHENDUOTAOQIZAIYUDAXINGDICHANGONGSIHEZUOGUOCHENGZHONGNANYISHIYING。

LINGYIFANGMIAN,ZAICHUANTONGDEJINGYINGHUODONGZHONG,WULUNSHIMIANDUISHANGYOUGONGYINGSHANGHAISHIXIAYOUJINGXIAOSHANG,TAOCIQIYEDOULAOLAOZHANJUZHUDONGQUAN,DANZAIYUDAXINGDICHANGONGSIDEHEZUOGUOCHENGZHONG,TAOQIZECHUYUBEIDONGDIWEI,YIQIEDEANZHAODICHANXINGYEDE“YOUXIGUIZE”LAIWAN,ZHEIDUITAOQICONGYERENYUANDEZHIYESUYANG、FUWUYISHI、GONGGUANNENGLIDENGDOUYOUZHEJIAOGAOYAOQIU。

宏图棋牌游戏QIANSHUYANGXIANSHENGTANCHEN,SUIRANTAOCIXINGYEYONGYOUDALIANGDEXIAOSHOURENYUAN,DANYOUXIUDEZHANLVEGONGCHENGJINGLIQUESHIFENXIQUE,JIAZHIJINLIANGNIANQIYEXUQIUJIAODA,JIUGENGJIANANZHAOLE,“XIANZAIZHINENGZHAOPINXINSHOU,CONGNEIBUPEIYANG。”

宏图棋牌游戏KEYIYUJIAN,ZAIGONGCHENGQUDAODECUIHUAXIA,SHILIXING、PINPAIXINGTAOQIDEYOUSHIJINYIBUXIANXIAN,JIASUTISHENGJIANTAOXINGYEDEPINPAIJIZHONGDU,TONGSHIDAOBITAOCIQIYEDEGUANLIMOSHISUIHUANJINGZHIBIANERGAIBIAN,TUIJINQIYENEIBUDEGUIFANHUA、ZHINENGHUA、BIAOZHUNHUAJIFUWUHUA,YOUXIAOCUJINTAOCIXINGYE“FENGQI”DEJINGHUA,YIJIGENGJIANKANGFAZHAN。(WENZHUANZAIZITAOCIXINXI,QINSHAN)

工程将取代经销商,成为瓷砖销售第一渠道?

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