Two tips for importing tile distributors

Baolusha Ceramics, an internationally recognized ceramic tile brand, has built strong partnerships with numerous global celebrities and movie stars in recent years. Its distinct brand identity has gained significant recognition abroad, particularly in overseas markets like China, where it has steadily grown over the years. Despite a relatively low-key presence in the region for many years, Baolusha has maintained a strong reputation in the Chinese market.

In 2014, when Taobao Daily visited the Baolusha Tile headquarters in Spain, the factory leaders strongly encouraged the reporters to meet Mr. Yu, the general agent of Baolusha Tiles in China. Mr. Yu is known for introducing this internationally renowned tile brand into the Chinese market, bringing with him a deep understanding of the traditional tile industry and a passion for quality.

Mr. Yu Desheng, who started his career as a tile distributor in Hong Kong, founded Dayi (Hong Kong) Building Materials Co., Ltd. in its early days, specializing in world-class ceramic tile brands. In the year 2000, he led his team into the Chinese market and established Guangzhou Baoyi Building Materials Co., Ltd. By 2005, Baoyi Building Materials officially became the general agent for Baolusha Ceramic Tiles in China, marking the beginning of a long and successful partnership.

Years of Agency Stem from Product Confidence

During his early years in Hong Kong, Mr. Yu had the opportunity to work with various imported ceramic tile brands. However, what stood out about Baolusha was its unique product style, which quickly caught his attention. “Baolusha’s products have changed many people’s perceptions of imported tiles. European bricks are not always antique bricks. Baolusha offers a modern and minimalist design,” he explained. From product development to details, Baolusha left a lasting impression on him.

“In 2006, wood grain tiles became popular in the Chinese market. At that time, Baolusha used roller technology to produce them. Over the years, they upgraded to an 'inkjet + roller' process, reducing surface noise significantly.” Mr. Yu shared a story about a store in China where a customer mistakenly thought the wood grain tiles were real wood flooring. After sitting on them, the customer was surprised by how cool and comfortable they felt.

In the Gaodehui Meiju New Life Building Materials Museum in Guangzhou, there's a large Baolusha ceramic tile store covering more than 800 square meters. Products are updated every six months, and new collections are also uploaded to the official website. This has made the store a key reference point for interior designers looking to stay updated on Baolusha’s latest designs.

Mr. Yu admits that his confidence in Baolusha comes from the brand’s strong R&D capabilities and open-minded approach. “New products are launched globally, but not all can suit every market. As the general agent, we select only those suitable for China. That’s why Baolusha needs to launch enough new products each year. And importantly, they listen to our suggestions. For example, the 55.8×120 mm white tiles were developed specifically for the Chinese market after listening to our feedback.”

Distribution with Zero Inventory and a Solid Pricing System = Steady Expansion

As a royal brand from the UK, Baolusha has opened several direct stores in major cities such as Beijing, Shanghai, Shenzhen, and Guangzhou. In addition to online sales, the brand has also expanded through franchisees, helping to build a stronger presence in the domestic market.

With fierce competition in the Chinese market, many financially strong dealers are seeking high-end brands to represent. Imported brands are often the first choice. Baolusha’s strong brand reputation and business philosophy make it a top option for these dealers. Moreover, the brand considers local economic conditions and whether the market can afford high-end tiles. For less experienced dealers, Baolusha provides training and support to ensure steady growth.

Franchisees in Xi’an and Dalian are passionate fans of Baolusha, and their performance has been impressive. Inventory management is another important factor for potential dealers. Mr. Yu explains that their franchisees operate with zero inventory, sharing all risks equally with the general agent. “This is something few tile brands do.” Since entering the mainland market, Mr. Yu has maintained a steady, old-school business approach, focusing on repeat customers and word-of-mouth marketing, leading to consistent growth for Baolusha in China.

“The tiles at the entrance of our Guangzhou store were installed in 2005. After so many years, they still look elegant and timeless,” Mr. Yu says. To him, Baolusha tiles reflect a lifestyle—quality and service have helped build a solid reputation in China.

To ensure brand success, Mr. Yu enforces strict pricing rules for distributors. “We are patient with those new to the industry, but if someone tries to undercut prices or sell outside the system, we take immediate action.” Baoyi Building Materials has a comprehensive internal sales system, requiring all regions to follow reporting procedures to prevent violations.

Whether it’s direct stores, franchisees, or customers who order directly from Hong Kong, Baolusha strictly adheres to its internal pricing system and clearly displays prices. Mr. Yu emphasizes that Baolusha has operated legally in China for many years, following all regulations. Regardless of whether customers request invoices, the price remains the same, and taxes are paid according to law.

Whether it’s an imported brand or a Chinese one, successful operations rely on consistent strategies. Throughout Mr. Yu’s management of the brand, there may not be many flashy innovations, but every detail reflects a long-term vision. It is this commitment that has driven Baolusha’s continued success in the Chinese market.

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