慈溪（Cixi）。东离宁波60公里，北距上海148公里，西至杭州138公里，是长江三角洲南翼环杭州湾地区沪、杭、甬三大都市经济金三角的中心。

Cixi (Cixi). It is 60 kilometers away from Ningbo in the east, 148 kilometers away from Shanghai in the north and 138 kilometers away from Hangzhou in the west. It is the center of the economic triangle of Shanghai, Hangzhou and Ningbo in the Hangzhou Bay area of the south wing of the Yangtze River Delta.

陶二代徐烨彬已经可以独当一面

今年上半年，慈溪陶瓷市场遇上了瓶颈，上半年全市新开楼盘剧减。从6月开始，慈溪开始有新楼盘上市，这就意味着下半年慈溪的陶瓷代理商们还有得“捞”。

In the first half of this year, the Cixi ceramics market encountered a bottleneck. In the first half of the year, the city's newly opened real estate was reduced. Since June, Cixi has started to list new properties, which means that the ceramic agents in Cixi will have to “fish” in the second half of the year.

慈溪罗曼缔克专卖店

据徐烨彬介绍，慈溪本地的综合市场，有红星美凯龙、陶瓷市场、瓷砖街。当初确定接手经营罗曼缔克，除了因为父辈跟刘胜红董事长有深厚的交情外，最重要的是，他觉得罗曼缔克瓷砖的风格在当地暂时是空白的，在市场层面上讲，有绝对的优势。

According to Xu Yubin, the local comprehensive market in Cixi includes Red Star Macalline, Ceramics Market and Tile Street. At the beginning, it was decided to take over the management of ROMANTIC. In addition to the deep friendship between the father and the chairman of Liu Shenghong, the most important thing is that he felt that the style of the Romance tile was temporarily blank in the local area. On the market level, there is absolute Advantage.

徐烨彬今年才着手父辈的陶瓷生意，他记得父辈早在他未出生时就已经开始卖陶瓷。现在，作为90后的徐烨彬，已经接班70后的父母了，不过已经独当一面的他，大事还是会听取父母的意见。

Xu Yibin only started his father's ceramic business this year. He remembered that his father had already started selling ceramics when he was not born. Now, as Xu Yubin after the 90s, he has already taken over the parents of 70, but he has been alone, and he will listen to his parents.

徐烨彬原本在室内装饰设计公司上班，大学则是在浙江同济科技职业技术学院工程造价专业。进入陶瓷行业前他也会关注陶瓷，毕竟家里人是做这门生意的。现在，入行后，之前的同事同学，装修都会找徐烨彬买瓷砖，他也乐意帮忙。在他看来，这是合理利用社会资源。

Xu Yibin originally worked in an interior design company, and the university was in the engineering cost of Zhejiang Tongji Technology Vocational and Technical College. Before entering the ceramic industry, he will also pay attention to ceramics. After all, the family is doing this business. Now, after entering the line, the former colleagues and classmates will find Xu Weibin to buy ceramic tiles. He is also willing to help. In his view, this is a rational use of social resources.

而接盘父辈的生意，在徐烨彬看来，同样是合理利用资源。他是这样想的，年轻人创业没平台很艰难，而利用老一辈打下的基础和资源创业就容易很多。他把接手陶瓷生意当作家族的“二次创业”。

The business of taking over the father's generation, in Xu Yibin's view, is also the rational use of resources. He thinks this way. It is very difficult for young people to start a business without a platform. It is much easier to start a business with the foundation and resources laid down by the older generation. He took over the ceramic business as a "secondary venture" for the family.

徐烨彬表示，在行业要出人头地，需要用时间来认定——只有活下来的才有希望，他用了“‘胜’者，‘剩’者也”来表述。他认为，借助老一辈打造的瓷砖平台，自己有可能比别人成功，当然也有可能失败——理念再好，还要看落实得如何，一切都是未知数。

Xu Yubin said that in order to get ahead in the industry, it takes time to determine that only the one who survives has hope. He uses the words "‘winning' and 'leftover'). He believes that with the tile platform built by the older generation, he may be more successful than others, and of course he may fail. The concept is better, and it depends on how it is implemented. Everything is unknown.

正是因为有着创业心态，所以接手之初，徐烨彬姿态非常低调，他一个流程一个流程去慢慢摸索（在门店、渠道部门都待过），观察各个部门的运营状态。他没有第一时间就来大动作，因为新手上路，需要一个适应过程。

It is because of the entrepreneurial mentality, so at the beginning of the takeover, Xu Yubin's attitude is very low-key, he has a process and a process to slowly explore (waiting in the store, channel departments), observe the operational status of various departments. He didn't have a big move in the first place, because the novice needs an adaptation process.

熟悉情况之后，徐烨彬开始改变打法了。譬如，罗曼缔克瓷砖传统的打法是做小区推广，大面积扫楼。但徐烨彬现在改为以渠道为主，具体来说，就是重视设计师、工头（当地人称“老师”），而这两个群体带来的订单占了罗曼缔克瓷砖在慈溪总销量的60%。

After familiar with the situation, Xu Yubin began to change the style of play. For example, the traditional style of ROMANTIC ceramic tile is to promote the community and sweep the building in large areas. However, Xu Yibin has now changed to channel-based. Specifically, it emphasizes designers and foremen (locals call "teachers"), and the orders brought by these two groups account for the total sales of Romance tiles in Cixi. 60%.

慈溪罗曼缔克瓷砖品质生活馆将在年后盛大开业！让我们拭目而待慈溪罗曼缔克是否可以在徐烨彬的带领下爆发出新的蓝海？二代就像早上8、9点钟的太阳，希望就寄托在你们的身上。罗曼缔克的“陶二代”们，fighting!

Cixi ROMANTIC Tile Quality Living Museum will be grandly opened in the year after! Let us wait and see if Cixi ROMANTIC can break out of the blue ocean under the leadership of Xu Yubin? The second generation is like the sun at 8 or 9 in the morning, and hope is placed on you. Romance's "Tao II", fighting!