In the view of Feng Jian, general manager of brand of Guangdong Wanjiale Gas Equipment Co., Ltd., the channel channels have undergone earth-shaking changes in the past two years. For traditional home appliance brands, they need to face up to their own brand positioning, start from the actual situation of the company, and not only base themselves on traditional advantages, but also look at changes and opportunities, and make targeted channel planning and layout.
Whether it is traditional KA stores, the development of online e-commerce, or the channel forms such as supermarkets, department stores, and specialty stores, there are several main reasons behind the changes.
First, the changes in the real estate market that are closely related to the development of the industry, and the overall economic situation has entered a period of adjustment and transformation. The changes from high-speed development to high-quality development will inevitably lead to a slowdown in the growth rate of the home appliance industry.
Secondly, the multiple forms and diversification of channels will inevitably lead to the divergence of sales of traditional mainstream channels.
Third, changes in consumer demand and consumer group images have also led to the dispersion and diversity of sales channels. Consumer demand is becoming more and more quality and consumer customers are becoming younger, which all poses challenges to the matching of products and modern consumption.
At the same time, the Internet of Things, the advent of the 5G era, and the application and popularization of various new technologies and new technologies have promoted the accelerated progress of the entire industry towards comfort, Internet of Things and intelligence.
In the new era, the brand must shoulder new development goals. For 0,000 karl , channel diversification is a direction. What Wanjiale needs to do is to combine the company's own characteristics in the diversified and changing channels, focusing on promotion and layout. Maintaining the traditional offline advantages, trying to promote the intervention process of functional e-commerce, focusing on continuous sinking, constantly approaching users, and becoming a brand that "constantly approaching users" is the goal.
Feng Jian said that in the channel, Wanjiale is also deconstructing and comprehensively upgrading from TO B to TO C.
In the past, Wanjiale's channel focus was more on offline. Currently, in addition to traditional e-commerce and emerging e-commerce, Wanjiale is also trying to connect private domains. Through more refined channels, accurately meet user needs and create a customized and immersive channel layout exclusive to Wanjiale. Including integrating immersive brand concepts into home improvement companies and designer channels is also a more important link.
Taking Wanjiale's 38-year development history as an example, Wanjiale has always emphasized "family culture" and "harmony culture". "What is comfortable home? In addition to conveying product concepts and product functions, the promotion of brand pursuit cannot be ignored. User choices are nothing more than two decision conditions. One is to care about product functions and the other is to value the added value of the brand. Wanjiale hopes to better convey Wanjiale's brand culture in marketing through traditional channels and emerging channels. Because product scenarios and marketing channels are inseparable from the link of home decoration companies and designers, maintain and connect this channel so that it can better attract customers and better convey the brand."
In fact, Wanjiale began to layout and promote the layout of home decoration companies and designers a few years ago. With the establishment of the general direction of expanding new channels, its main work is to deepen the channel and refine the channels.
First of all, empower yourself and strengthen the brand’s professionalism.
In the early stage of channel promotion, Wanjiale clarified the channel positioning and layout, defined home decoration companies and designers as supplements of channel resources, and a form of channel cooperation. Pay more attention to sedimenting effective resources into teams and channels, empowering themselves, and strengthening their own channels, including the expansion and deepening capabilities of designer channels.
To this end, Wanjiale has launched a series of measures, including establishing an industrial design center, organizing design challenges, jointly creating design competitions with universities, so as to obtain more concepts of high-quality design elements, and at the same time, it provides talent reserves for the brand's own involved teams. To solve the dependence on some channel resources, strengthen the brand's own voice.At the same time, by enhancing one's own professionalism, including the professionalism of in product manufacturing and product design, we can amplify the value of cooperation in the process of external cooperation, enhance the effectiveness of cooperation, and achieve the greatest possibility of win-win cooperation.
Next, integrate resources to achieve 1+12.
As a traditional brand, Wanjiale's years of accumulation has not become a shackle for the expansion of new channels, but has successfully helped the brand expand new channels.
In the past channel layout, Wanjiale has a huge dealer network across the country. There are many high-quality partners among these local dealers. It has expanded and formed its own home decoration designer resources in the local market, effectively opening up new local channels.
"Now, what we need to do is to join forces with dealers to exchange, integrate and precipitate resources. For example, in Beijing, Anhui, in central and southern China, Wanjiale's distributor resources are very high-quality, including designer resources in these places, which are also very mature and high-quality. These excellent designers themselves are communicators, KOLs, and have a strong influence on the consumer side. Wanjiale will interpret and disseminate products and brand concepts for this part of the high-quality resources, combined with the brand's new product release, and interpret and disseminate products and brand concepts through design concepts. At the same time, supplemented by resource characteristics, different communication and promotion plans are formulated in different markets. In order to maximize the value of dealers + designers, that is, 1+12."
In addition, more attempts scenarios and cross-border resource cooperation and integration.
In addition to expanding the channels of home decoration designers in China, Wanjiale is also actively trying and promoting the integration and expansion of design, scenes and other aspects around more user concerns. The "Zhiji Set" launched by
this year and the "Vianxiang Set" that has caused a lot of response in the industry are all the works of Wanjiale's cooperation in these fields.
actively tries to integrate more integrations that meet user needs. Through a simpler product industrial design, more beautiful product appearance, and more comfortable and intelligent product performance, Wanjiale's appeal is to meet the demands of younger customers, especially the demands of comfort and intelligence. Gradually improve the younger customers' awareness of Wanjiale's brand , influence and penetrate younger and more mainstream target customers, promote the young process of Wanjiale's brand, and open up an updated and broader market situation.
Finally, strengthen the connection between brands and designers.
Whether it is based on the integration of dealer resources or the joint efforts with universities, the ultimate goal is to strengthen the brand's own ability to incubate, expand and deepen new channels, including creating an immersive brand experience with designers. This kind of experience is also pre-oriented, visual and experiential, which involves Wanjiale's store positioning and display in the channel. In the future, Wanjiale will also work with designers to continue to try and deepen their efforts at this level, and truly make adjustments from the perspective of users. Only when such adjustments and changes are targeted and more accurate.
Wanjiale has been trying to expand the new channels of Shushi Home. In the entire promotion process, on the one hand, it is necessary to build and strengthen the entire marketing power of the brand, and at the same time it is laid out according to the brand positioning. Whether it is a traditional channel or an emerging channel, the ultimate goal is to get closer to users, which coincides with Wanjiale being the "brand around users". Through decades of development, Wanjiale's brand accumulation and foundation are good enough. What we need to do now is to give new development vitality to the brand, and to do vertical and deep cultivation in a market dominated by emerging users, especially annual users, integrate channel nodes that can reach the target customer base, and to provide more marketing and influence penetration into the target customer base.
On the other hand, what Wanjiale needs to do is to maintain its technological and product advantages, and continuously strengthen and enhance its product strength.
In fact, excellent brands in the home appliance industry are accelerating the penetration and layout of new channels and new customer groups. The forward-looking actions of these brands are demonstrating and guiding later generations.For Wanjiale, long-term layout is made around core products and core technologies, whether it is a comfortable and intelligent system-based solution or the competitiveness of single products, it will be closely related to its internal core products' technical advantages.
In the next 3 to 5 years, Wanjiale will focus on upgrading more product products based on user needs, and at the same time promote the deepening of new channels and the continuous penetration of marketing power, meet users, empower brands, and enhance channels to win-win, which is worth paying attention to.
