Joining the Guanxingwang Ceramics family in 2021 is also him A milestone in entering the building materials industry. In the context of "cross-border entrepreneurship and the raging epidemic", not only did it not encounter the invasion of the "cold winter", but business became increasingly popular, with more than 100 orders completed in the trial opening month! It's amazing. He is Guanxingwang Ceramics General Manager of Xinfeng Flagship Store - Lian Bangzuo (hereinafter referred to as "Mr. Lian") )
Big names talk about it. In this interview, we are honored to invite Mr. Lian to deconstruct the "efficient breakout" model for us!
▲Guanxing Wang Xinfeng Flagship Store Dealer
01
Birth: Cross-border operation is the result of market research
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Previously, I ran a local real estate trading platform. As a practitioner, I have positive expectations for the Xinfeng real estate market. Consumption upgrades, high-end ceramic tile products and the misalignment of market demand, I believe that as long as the brand positioning is done well, there is great potential for cross-border entry into the building materials industry.
Mr. Lian said that the choice of Guanxingwang Ceramics was the result of market research. Guanxingwang Ceramics As a high-end ceramic tile brand developing in all categories, the brand positioning of "high-end style home with good looks" high match lettermeet the needs of local customers. The product designs and colors lead the industry and meet the decoration needs of all types of customers. Adhering to the original production in Guangdong, the product quality is well-known and very competitive.
▲Guanxing Wang Xinfeng Flagship Store< /p>
02
Creation: Brands need to keep trying and settle over time to get out of the circle
I think it takes time for a brand to accumulate, and so do we as dealers. To gain local visibility, we need to work hard in advertising, services, channels, word-of-mouth and other aspects. Through systematic promotion and improving brand recognition in the local market, you can build the confidence and motivation to continue doing it.
Self-media is an effective way of promotion, in addition to conventional outdoor anti-aircraft guns, community advertising, WeChat blasting, etc. We have colleagues who are specifically responsible for self-media operations, focusing on store activities, product sharing, customer service, etc., through platforms such as Douyin and video accounts. Sustainably attracting a group of young and high-end customer groups.
In addition, we will invite home decoration companies and design studios from time to time to hold designer activities with different themes to enhance mutual ties. Enter Xinfeng's mid-to-high-end consumer circle through designer channels and build brand value.
03
Coverage: Building brand influence starting from the community
The community is our battleground, and letting customers know the Guanxingwang brand is the first step in making sales. Comprehensive coverage of advertising spaces in key communities and popularization of key communities are the key to our current performance. When this community is filled with brand advertisements, delivery trucks coming and going, and brand packaging. At this time, our word-of-mouth reputation can actually be achieved quickly.
In addition, we must pay attention to the strength of the team. Today, the staffing of Xinfeng flagship store consists of store sales + active marketing team (business personnel) + resident designers. Effective division of labor and active contact with target customers are key elements for us to acquire customers.
▲Store activity atmosphere
04
Recognition: Service is related to the brand’s impression
"Service is related to the brand's image, and it also affects customers' first impression of us." In today's era of homogeneous products, the quality of service plays a crucial role in retail channels.
In the future, the mid-to-high-end ceramic tile retail market will be a very big growth point. We have established a systematic service process to ensure that the information of customers entering the store is recorded, and provide professional in-store designers to provide customers with designs. Serve. We provide full-process professional services from customers entering the store, home design, ceramic tile laying to after-sales service. "Peace of mind, peace of mind and peace of mind" are the biggest reasons for choosing Guanxingwang flagship store.
▲Xinfeng team photo
05
Planning: How to upgrade regional brands in 2022
Mr. Lian said that we have three goals in 2022.
1. Speed up the sampling of new products and conduct an overall upgrade of the store. Now we are dealing with more and more post-90s consumers, who have unique insights into products and space. In addition to quality, color and texture are very important; especially the introduction of some special and personalized products. High-quality products are the support and the foundation. In this area, Guanxingwang is still leading the market and can synchronize with popular trends and launch marketable best-selling products in a timely manner.
▲Guanxing Wang Xinfeng Flagship Store Exhibition Hall
2. Develop sales channels other than retail, especially designer channels. Nowadays, the rise of fine decoration and complete decoration also means that a large number of customers will no longer stop in specialty stores. Therefore, we must continue to think and find the right opportunity to enter the next marketing battlefield. By creating a model space with high appearance and high standards,During the period, we will shape the brand image of Guanxingwang high-end ceramic tiles and lay out the mid-to-high-end consumer circle.
3. Continue to study the self-media marketing track. More innovative content based on Xinfeng’s local consumption habits, such as how to choose bricks, how to match them, construction precautions, ceramic tile performance testing and other content that customers love to see, to enhance customer stickiness.
4. In addition, the sales team also needs to be trained on brand knowledge, sales skills, channel development and maintenance, etc., and a series of regional activities should be planned in an orderly manner. "With the systematic and continuous empowerment of Guanxingwang headquarters, we will build a professional sales team and capture the mid-to-high-end ceramic tile retail market.
Mr. Lian adheres to the principle of letting products speak for themselves, operating with integrity, and using services to complement each other. Starting from customers, identifying the market and exploring channels, we have achieved today's results. I hope this interview can bring inspiration to everyone.
