Foreword:
The new technology merges with the old industry, the new model collides with the old concept, the new territory breaks through the traditional border, and in the future, where will the big home business in the home building industry go?
In the transition period and fission period of this industry, how should the home building materials business subvert the traditional ideas, explore new growth models, explore new markets, and control the future business trends?
In order to strengthen industry exchanges, share industry wisdom, establish industry benchmarks and enhance industry strength. The National Federation of Industry and Commerce Furniture and Decoration Industry Chamber of Commerce, China National Fair, China Construction Expo, Guangzhou Jianzhong, and China Building Materials Network jointly launched the “National Federation of Industry and Commerce Furniture and Decoration Industry Chamber of Commerce and Business Professional Committeeâ€.
The National Chamber of Commerce and Industry Furniture and Decoration Chamber of Commerce, the Commercial Committee, Guangzhou Jianzhong, China National Expo, China Construction Expo, and Sina Home jointly produced “Benchmark China·Model Power – Interview with China's Home Building Materials Dealerâ€, for the industry Dealers with typical representative meanings in-depth interpretation, explore dealers' development ecology, business model, management model, marketing model, operating pain points, development trends, etc., and explore the "big business growth path."
The "Da Shang Interview" column group lasted for 2 months and visited nearly 20 major home building materials traders across the country, hoping to find the underlying logic behind their success and inspire and learn from the industry. The complete content of the interview has been included in the "2018 China Home Furnishing Business White Paper", and has been released to the public at the 2018 China Home Furnishing Business Forum.
Dialogue guest / Guangzhou Jianzhong executive vice president Qu Fanjun
Reporter, finishing editor / Yin Xiaozhen
The channel is accelerated and the model is rapidly fissile.
In the increasingly fierce market competition, traditional home dealers, how to obtain effective customers and quickly achieve conversion?
Recently, Benchmark China·Model Power – China Home Building Materials Business Interview Section interviewed Mr. Liu Shiyan, the founder of the famous family.
As the pioneer of the new model of Xianghe designer channel. Let's listen to his thoughts and opinions on current channel upgrades, team building, service marketing, and so on.
The following is an excerpt from Mr. Liu Shiyan's related sharing:
Talent: the core driving force of enterprise development
The core competitiveness of a famous family is firstly the positioning of the company, positioning only high-quality furniture. This was done at the beginning of our brand selection. For example, we brought some good products and brands from the South to the north. Shanghai, Hangzhou and Chengdu are our benchmark markets. Therefore, we have gone a lot in the selection of brands. In front of people.
In addition to the later brand operation, we worked with the company to make the brand bigger and stronger, and deeply involved, such as some dark Horse brands in recent years. When you have a sense of participation, the relationship with the company is not just a vendor relationship, but a brother friend. Many things in the enterprise will come together and promote each other.
Secondly, I think it is the team, the status of the team and the passion of the team. At present, the entire industry has encountered some bottlenecks, especially some traditional dealers.
It’s not the same as before. It used to be the age of choice. As long as you choose, basically the business will not be too bad. But today, the choice is only to complete the first step, the later operation and the creation of the God of War team is the most important, this "God of War" is the core competitiveness. Customers are changing, the market is changing, and now customers are not just buying a piece of furniture, but paying more attention to the effect of the product at home. After you sell the furniture to the customer, can you have a good effect in the customer's home, and it does not match the exquisite life that he wants. This is the core competitiveness of the future team.
Partner system: attract talents to join
In terms of talents, although Xianghe is one of the three major distribution centers in the furniture industry, it is a county. Therefore, in terms of talents, such as design talents, Xianghe is very scarce.
We have now introduced a partner mechanism. Before the recruitment, some friends from Guangdong, especially the design friends, joined the team to enhance the power of design. This is an area that we need to strengthen in the future.
Liu Shiyan, the founder of the famous family (left), Qu Fanjun, executive vice president of Guangzhou Jianzhong (right)
There are also Xianghe people who rarely go out, so they have less chance to broaden their horizons. Therefore, when I first started the company, I set a standard: “Follow the famous family, the boss will show you the worldâ€. In the first year, our excellent employees went to Sanya, the second year went to Hong Kong, the third year. Going to Thailand, the fourth year is Nordic.
At that time, I also represented the Nordic products. To let them know about the Nordic culture, they went to the Nordic countries. Last year I went to Saipan in the United States. Our goal is to bring more employees out and broaden their horizons. Of course, doing so will attract more talents.
Two strategies for team growth: humane care, professional skills training
Earlier I talked about the importance of the team, how to make the staff fully engaged in the work, and need to solve his family harmony problem. For example, training, there are many times to work overtime, as well as receiving foreign customers, sometimes open to 11 or 2 pm.
This frequent and irregular work overtime is inseparable from family support. At this time, we made a few points. One is to solve the problem of children. We will organize 3-4 parent-child activities in one year. Because the northerners like to accompany their children to grow up, they will organize such activities during the summer and winter. Another problem that solves the other half of the problem is that the wife and husband often work overtime, and the burden of the child and the family is more given to the other half. Then give them time to support the other half of the work.
This is in terms of employee care and in terms of employee professional skills training. We introduced the Tsinghua Soft Design Base. More is also to let them have the opportunity to communicate with the designer. After the opportunity of contact, he naturally made a lot of friends of the designer. His professionalism, his aesthetics, his sales speech, naturally happened. change.
In this way, to influence him, to shape employees' understanding of products, understanding of design, understanding of life, from this perspective to enhance their sales ability, communication skills with customers.
There are also high-quality products to sell, you need to let him feel, we often let sales go to SKP, Florence town, let them experience. After feeling, sales can be on the same channel as the customer.
Introducing Qingda Huanyi: Creating a new model of designer channels
Xianghe Market belongs to a distribution market in the north. There are three major distribution centers in the country, Guangdong Lecong, North Xianghe and Suzhou Pass. First of all, the volume of the Xianghe market is large enough, and the category is complete. Of course, there are also some problems, such as sales pre-position will be subject to some space constraints. The market here is more to strengthen the service and after-sales service in the sales process, which is shorter and faster.
Two years ago, the sales of famous family members were more natural passengers. But in the past year, natural passenger flow has been declining. Two years ago, we started the layout, working with developers and designers to improve the company's overall performance through channels. Designers now have a 40% share.
Designer channel, two years ago, we cooperated with Qingda Huanyi Soft Design College as a soft-installing practice base of Qingda Huanyi. Through the mode of teaching and trainee training, designers have a deeper understanding and understanding of us. The later cooperation is very natural. This has created a new model of designer channels, which is the first in Xianghe. This also laid a new growth for the famous family in these two years.
The future development trend of the home industry: leading consumption and taking a refined route
The future development trend of the home industry has a lot to do with the speed and trend of the country. Because the level of consumption has risen to a level, it used to be as long as the basic needs are met, but now consumers' eyes are on the rise, so we should go ahead and lead consumers, including products and services.
Therefore, in the future, more is to take the exquisite route and do the subtraction, including all the commercial space is now doing subtraction. But subtraction is not to say that it is cut directly, but to pay more attention to detail and exquisiteness.
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