▲A group photo of visiting agents and representatives of Xinghui headquarters
The current market environment for ceramics is difficult to attract. But it is not difficult for companies with strength and brand.
Recently, Xinghui Tile and Wu's Meimeijia Building Materials Chain Group (hereinafter referred to as "Wu's Meimeijia Group") have begun strategic cooperation, and the first stage of cooperation between the two parties is 9 The agency contract for this city has been quietly completed without the outside world noticing it.
On August 8, the heads of branch offices in these 9 cities collectively went to Xinghui Ceramics to place an order. This time, Xinghui Ceramics was a little bit "high-profile", allowing the direct communication partners to witness the whole process of their inspection, and old wolf also communicated with some of its members.
▲ agents who together selected products
[Hing-fai, ceramic tile headquarters]
strategy Upgrade and start again
In the past two years,Xinghui Ceramics, which has always insisted on innovation, has once again made strategic adjustments, upgrading and adjusting from brand strategic positioning to products, channels, and internal systems. Investing heavily in infrastructure construction, turning the Xiqiao production base into an aircraft carrier-grade slate production base, and buying a 23-story single-family headquarters building (grand opening in April 2021) in the core CBD business district of Foshan, Wisdom New City, a series of measures Caused a sensation in the industry, Xinghui ceramic tile has attracted much attention.
According to Laolang, the product structure of Xinghui Ceramics has also changed a lot. While adding rock span , this outlet product, Xinghui Ceramics continues to strengthen the original characteristic antiques. Matte/glazed products. While doing more research and development of products, Xinghui Ceramics has also invested heavily in product design and display, for example, tens of millions of resources have been invested in the construction of headquarters exhibition halls and channel stores. In the exhibition hall of the new headquarters of Xinghui Ceramics, the product display and space display are more abundant, which well shows the changes in the width and depth of Xinghui Ceramics products in the past two years. A more hierarchical and richer product system and the measures to build thousands of stores and help channels for flying have once again highlighted Xinghui's determination to upgrade the ceramic tile strategy.
According to the relevant personnel of Xinghui Ceramics, after the adjustment of infrastructure, product system and organizational structure, Xinghui Ceramics will increase investment in brand building and continue to improve in a higher-end direction. This brand development idea has also reached a consensus among the current team.
▲Agents listen to the brand presentation of Xinghui Marketing Director Chen Liulian [span8span _span8 strong span5 _strong9sp _span5 _span8 strong span5 _span8
completed the transformation through the agent of Xinghui Ceramics
tiles have achieved initial results.As of July this year, Xinghui Ceramic has added more than 100 new agents this year.
The agents who visited on August 8 were all heads of branches of Wu's Meimeijia Group. Five of them are building Xinghui ceramic tile specialty stores, and the others will be built after the year. It is understood that the five branches under construction are: Nanchong, Sichuan , Xichang, Sichuan, Panzhihua, Sichuan, Liupanshui, Guizhou, and Dali, Yunnan.
Dali branch Zeng Haibin, formerly mainly wholesale, with an annual sales volume of 20 million yuan and an existing store of 600 square meters. He believes that Yaguang products are more suitable for a tourist city like Dali. He said, "Inns and hotels prefer to use retro and distinctive products. Xinghui's existing antique texture products are in line with our local needs."
Jiang Yunlun, Sichuan Langzhong Branch With an area of 400 square meters, it is an absolutely large local store with an annual sales volume of 10 million yuan. Among the sales channels, self-built houses and retail customers account for about half of the market, decoration companies account for more than 20%, and wholesale accounts for more than 20%. More than twenty percent. During this visit to Xinghui Ceramics Headquarters, he felt that the products of Xinghui Ceramics are very generous and highly personalized. It is very suitable to use decoration company and designer channels in the terminal. Mr. Jiang said, “If you compare Xinghui ceramic tiles to a woman, it feels a bit exaggerated at first glance, but it’s good-looking.” The branch partners who have grown up within the group will be sent by Xichang branch to Panzhihua to open up the market in 2019. Currently, they are mainly wholesale channels.The annual sales volume is 10 million yuan. He took nearly 300 square meters of storefront in the best local market and prepared to build a Xinghui ceramic tile store. He said that during this inspection, the team of Xinghui Ceramics was very enthusiastic, and the internal atmosphere of the company was very good, which left a deep impression on him.
Deng Yajun, Guangyuan branch of Sichuan, has done real estate and decoration before. He joined Wu's Meimeijia Group in May this year and belongs to the "novice" in the building materials industry. He bluntly said that the products of Xinghui Ceramics are too rich, "I can't keep up a little bit", and hope that the headquarters of Xinghui Ceramics can give him more support so that he can grow more quickly.
▲Xinghui’s products are very powerful _span5p2p2p It is difficult to operate a high-end brand like Xinghui Ceramics. How to attract high-end talents to join and cultivate a team that can operate high-end brands is what he thinks most now.
Zeng Haibin’s existing team is mainly established for distribution. In the future, he will be a decoration company and designer channel. He will build a new team focusing on decoration companies and high-end projects.
Jiang Yunlun felt that he came to Xinghui Ceramics Headquarters to learn a lot of new knowledge and new terms.Retrain the team after returning. He believes that by increasing the local advertising investment and giving lectures to designers, coupled with the company's support, he has confidence in making the brand of Xinghui Ceramics locally. In addition, Wu's Meimeijia Group promotes the Xinghui ceramic tile brand in many cities in Sichuan at the same time, and Jiang Yunlun is full of confidence in this.
▲ an agent with the cell phone records Hing-fai brand knowledge
[Wu Mei Mei home Group]
The five-to-ten years goal is the US span8span
has 200 branches across the country with 200 branches _span5 _span _span _span 5 strong The boss is good and the reputation is good. After the newcomers join, the company will teach them hands-on in team building, product training, and channel operations.
Deng Yajun’s existing store and warehousing,A total of more than 10,000 square meters, of which the store has more than 1,000 square meters, the monthly sales doubled during the trial operation phase. After signing the agent of Xinghui Ceramics, he plans to do marketing first, and when the time is right, he will do another joint opening ceremony of Xinghui Ceramics Store and Wu's Meimeijia Group Guangyuan Branch, and this time is the monthly sales volume. Reached 2 million yuan.
Deng Yajun’s growth experience is a microcosm of the development process of Wu’s Meimeijia Group.
According to He Rongzhi, general manager of the Xinghui Division of Wu’s Meimeijia Group, the group was established in 1998. Yunnan, Guizhou and Shaanxi have more than 60 branches. In addition to selling ceramic tiles and slates, they are also involved in ceramic raw materials, hotels, finance and commercial real estate. He revealed that Wu's Meimeijia Group will develop provincial capital and prefecture-level markets in other provinces in China in the future. The goal of five to ten years is to have 200 branches and rank among the top three ceramic distributors in the country.
It is also understood that Wu's Meimeijia Group is mainly developed as a direct store, and now it adopts the franchise partner system, because it has three-dimensional assistance to franchise partners and has obtained a lot The recognition of agents has developed rapidly in recent years.
He Rongzhi revealed that the choice of Xinghui ceramic tiles this time is mainly because the Wu's Meimeijia Group needs high-end brand assistance in the process of transformation and upgrading, which differentiates from the original system. He told Lao Lang that all branches of Wu's Meimeijia Group, who signed a contract with Xinghui Ceramics, had to build a local specialty store.And it is entering the local high-end stores. He Rongzhi also revealed that within three to five years, Wu's Meimeijia Group will build at least 50 Xinghui ceramic tile stores in the southwest and northwest, and that "part of the stores must enter the Red Star Macalline, the home of unexpectedly."
▲ What Rongzhi introduction Wu Mei Mei Home Group development and corporate vision
[Hing-fai, ceramic tile Zhu Xi]
in-depth cooperation with high-quality agents for rapid deployment
When interviewed by the existing old wolf brand marketing center, Zhu Group of Xinghui Wumei said that The volume requires matching more resources, and finding a good brand will help the development of the group. The engineering qualifications of Xinghui Ceramics, as well as the antique texture products that are popular among designers, can enhance the channel expansion ability of Wu's Meimeijia Group. He believes that this should be the important reason for Wu's Meimeijia Group to choose Xinghui Ceramics. reason.
Based on the situation of the 9 city representatives visiting Xinghui Ceramics Headquarters this time, Zhu Xi found that they choose antique texture products that designers love on a large scale.He said with deep feeling, "They need high-end products, they need to implant good brand genes."
▲ Xinghui ▲
Zhu Xi also revealed the future development plan of Xinghui Ceramics. He told Lao Lang that the northeast, northwest, and southwest are the key areas for Xinghui Ceramics' rapid layout this year. The first step is to fully spread it in the southwest, followed by the northeast and northwest. Cooperating with high-quality agents, the manufacturers carry out in-depth strategic cooperation with strong alliances, so as to achieve the purpose of rapid deployment. After the completion of the above-mentioned three regional layouts, the East China and South China regions will be deeply cultivated next year, and "tentacles will extend to the five-tier cities and towns."
According to the development plan of Xinghui Ceramics disclosed by Zhu Xi and the information obtained comprehensively, Xinghui Ceramics will build a large international high-level modern style brand in the future, in line with international high-end brands.
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