▲Zhongtaojun store visit video
Foreword:
China Ceramics Network Terminal Market Research【福During the establishment of the website, the research team visited Shishi, a county-level city below Quanzhou. At that time, red big-horned deer advertisements could be seen everywhere in Shishi’s Juran Home. The top signer of the ceramic tile category on the shopping mall’s performance list was also big-horned deer. To this day, reporters Still fresh in my memory. Some time ago, Xu Lianggui, the general agent of Dajiaolu super wear-resistant marble tiles and stone lions, accepted an interview with a reporter from China Ceramics Network. After getting in touch, the reporter found that this dealer born in 1985 is particularly courageous and has great ideas. These two characteristics mean that he is a person who can create miracles. As expected, Xu Lianggui can be said to have made the Big Horn Deer brand the number one in the local area in the shortest possible time. There are many things worthy of reference and learning from it, and I will tell you in detail below.
▲Xu Lianggui, general agent of Big Horn Deer super wear-resistant marble tiles and stone lions
Upgrade and transform all the way< /span>
It all depends on the concerted efforts of manufacturers< /strong>
1. Good products are the basis of business operations
Xu Lianggui, a dealer born after 1985, has been working in the ceramic industry for more than ten years and has rich entrepreneurial experience. At first, due to financial constraints, the products he represented were relatively low-end, but Xu Lianggui knew very well that only by building a brand and taking a high-end route can the company achieve long-term development.
So when "microcrystalline stones" became popular on the market, Xu Lianggui got involved. After a while, he found that such products were not only expensive, but also easy to scratch, and very not durable. My heart began to waver. At this time, the salesperson of Big Horn Deer's super wear-resistant marble tiles found him. With many years of experience in the industry, Xu Lianggui was very moved when he saw Big Horn Deer's products for the first time. The color, texture and quality all made him very excited.
▲Big Horn Deer super wear-resistant marble tile products
Xu Lianggui said frankly: I felt at that time that according to the market trend, the market for marble tiles would definitely be the market in two or three years. One of the biggest features of their tiles (Bighorn Deer super wear-resistant marble tiles) is that the natural stone texture is rich and lifelike, and there are almost no products with the same design and color on the market, making it very suitable for high-end positioning. The product quality is excellent and cost-effective, making it easier to operate even for novices.
In 2016, from looking at the product to signing the agency rights, Xu Lianggui was very decisive. Along the way, he took many detours and learned a lot of experiences, which laid the foundation for him to encounter the right brand later. So, the relationship between Xu Lianggui and the big-horned deer was both accidental and destined.
▲Big Horn Deer Super Wear-Resistant Marble Tile Shishi Store< /span>
2. Brand awareness is the core of competition
Xu Lianggui believed that the image of the showroom was very important to the brand, so after understanding the manufacturer's brand strategy, he boldly invested more than one million yuan to build the first local Big Horn Deer super wear-resistant marble tile flagship store in Shishi Juran Home. At that time, his approach seemed a bit desperate to others, but Xu Lianggui said: Either don’t do it, or try your best to do your best.
Xu Lianggui told reporters that when Dajiulu Super Wear-Resistant Marble Tile first organized the "Luxury Cruise" event, he was very busy because the new store was being renovated, but he always had a thought in his heart. A strong voice said: "You must get to know the boss who can make such a good product." Finally, I took the time to participate in the cruise. It can be said that Xu Lianggui and Nan Shunzhi, chairman of Dajiulu Tile, hit it off. They had a great conversation during the trip, and their ideas about the brand were surprisingly consistent. This further strengthened Xu Lianggui's confidence and determination to run the brand well in the future.
▲Big Horn Deer super wear-resistant marble tile brand image output
In 2018, when Jin Zunyu was upgraded and renamed as Big Horn Deer super wear-resistant marble tiles, Xu Lianggui supported it with both hands. When a reporter asked about the reason, Xu Lianggui said: "First of all, the brand needs a A good name makes it easier for consumers to remember it. Secondly, it is also very important to rejuvenate the brand image. Now we can see that the output of our brand image is more fashionable and advanced. Business owners are so confident about changing the name. As a company, we are very confident. What else do dealers have to worry about? ”
When a company clearly knows the selling points of its products and the services it provides, how much influence it can have on the market and consumer groups, and embeds the brand into consumers If consumers’ consciousness and potential life are not affected, then it is only a matter of time before it becomes a super brand. Big horned deer superWear-resistant marble tiles have sprouted from brand awareness to growing towering trees with "super wear-resistant" seeds. This beautiful battle is obvious to all.
▲A snapshot of the terminal exhibition hall of Bighorn Deer super wear-resistant marble tiles
3. Marketing model is the magic weapon to win
In addition to daring to fight hard, Xu Lianggui is actually a marketing genius. In a county-level city like Shishi, he attacks communities, organizes activities, and cooperates with designers from home improvement companies to promote the Dajiaolu brand. The push was booming. Now Xu Lianggui has begun to extend the front line. There are multiple stores in the four county-level cities of Shishi, Yongchun, Dehua, and Anxi (it is revealed that the sixth store is currently planning to open this year). Xu Lianggui also said frankly that no matter how many stores are expanded in the future, Shishi Juran Home is the starting place. It must be the best. I want to build this store into a benchmark for all stores.
When terminal dealers feel that "no sales without promotion" has become "difficult to sell without promotion" and organizing activities is very difficult and ineffective, Xu Lianggui has a different view. :The reason why promotions are bad is because they fail to grasp the minds of consumers. Those who say that consumers are getting smarter are actually subconsciously treating consumers as fools. When we often tell customers how good our products are, we also openly admit that our prices are higher than others. All our price reduction activities and external publicity are price support given by the headquarters. Our manufacturer boss is very concerned and supportive, so we have discounts, and consumers are happy to accept them, and they believe that the products and services of this brand are reliable.
▲Big-horned deer ultra-wear-resistant marble tiles ultra-wear-resistant KP competition winning group photo of 10,000 people
Xu Lianggui has held the national "Super Wear-resistant PK Competition" many times locally, including all customers who come to the store to display it. Xu Lianggui very much recognized this method. He told reporters, "Super wear-resistant" is the biggest selling point of our Big Horn Deer. This kind of activity can quickly popularize the concept of super wear-resistant and accelerate the expansion of brand influence. This is also due to the fact that the headquarters has a very good support team. If you keep up with the pace of the headquarters, agents will develop faster.
When Xu Lianggui talked about Nan Shunzhi, chairman of Dajiulu Tile, he couldn't stop praising him. He bluntly said that such a pragmatic and learning-loving boss is very rare. I travel across the country on business every year. Once I find a good new model, I will find a way to promote it to other places. Xu Lianggui said: “The boss is so serious. As a dealer, there is no reason not to work hard. So I am very determined. As long as I am still in this industry, I will definitely make the Big Horn Deer brand the number one brand!”< /strong>
In fact, the development of a company, a brand, and every dealer is inseparable from the concerted efforts of manufacturers.
Success is no accident
Doing something that others cannot do
1. Clear goals, new thinking creates value!
It was also mentioned above that Xu Lianggui's style of doing things is "either don't do it, or do it well." Therefore, his goal is also very clear, which is to be number one - thebest real estate to be number one in terms of market share! The best store image and sales volume number one! The brand reputation among the best customer groups is No. 1!
If you have a goal, you must also have a method. The so-called secret of sales boils down to two points, one is to focus, and the other is to be fast. Xu Lianggui believes that it is necessary to know the resources of the local market in advance and selectively focus on quickly grabbing the market. He gave an example. For the Shimao community, they knew in advance when the market would open and when construction would start. Then they would open up customers, invite customers, retain customers, sales transformation, resource integration, fission promotion, and lock in customers. There was such a complete set. Only with a good system can we seize the market quickly. Xu Lianggui emphasized: "We must be quick and achieve the highest share of this real estate."
When someone in this community wants to buy ceramic tiles, the first thing that comes to mind is Bighorn Deer super wear-resistant marble tiles. People tend to tend to the crowd. The relatives and friends of these owners want to buy ceramic tiles. , will naturally recommend it.
▲A snapshot of the terminal exhibition hall of Bighorn Deer super wear-resistant marble tiles
2. Instead of dreaming, let’s get started!
Xu Lianggui told reporters that they had already penetrated advertising into the community two months before the property was handed over, through outdoor advertising, building a WeChat group for owners and online communication, etc. Make the publicity details as detailed as possible and make it more comprehensive. Then a celebrity signing was heldThe three activities of sales meeting, sample house collection contest, and super wear-resistant PK contest ensure that more than 25 orders are signed in each activity. Xu Lianggui told reporters: "When holding an event, don't treat the customers as customers, but as friends who come to play. Invite celebrities, set up programs, prepare meals and refreshments, play games, etc., and entertain customers as you would friends. This is This kind of activity is attractive.”
Customers come to participate in the event, and whether they can keep the order or not is a matter of course. Through the fission and referral of old customers,Xu Lianggui won the first place in the ceramic tile category of this real estate (Shimao) in 3-4 months. According to the reporter’s understanding, Shimao Community has currently opened 500 suites, 160 of which use Big Horn Deer bricks. Xu Lianggui also opened a store in Shimao Community, and Big Horn Deer super wear-resistant marble tiles have become a well-known item in the community. brand.
▲A snapshot of the terminal exhibition hall of Bighorn Deer super wear-resistant marble tiles
The implementation of the above-mentioned plans, including providing services to customers and promoting the brand, all require team support. Xu Lianggui regards service as an opportunity to establish close contact with customers, and service is not just a matter of words. It includes many subtle aspects such as design and measurement, after-sales, return visits, etc. Therefore, Xu Lianggui also has his own set of ideas when it comes to training employees.
3. Leading a team means bringing status, ambition and sincerity
▲The style of the Shishi Big Horn Deer super wear-resistant marble tiles team
The key to success lies in decision-making, and the key to decision-making lies in execution. To implement a decision, the team needs to have strong execution ability. Xu Lianggui said, Many bosses think that good performance means a good employee. This is not the case here. Wanting to do, being able, and doing well are equally important. To train employees now, we need to change our thinking. We must have a good operating model and a good system so that employees can be full of combat effectiveness every day, constantly innovate, and unleash their greatest potential. At the same time, we must also communicate attentively, recognize the efforts and intentions of every employee, and affirm and guide them. Company culture is the key to long-term and stable internal strength.
The team is crucial in any period of the company's development. Regarding future plans, Xu Lianggui clearly listed them one by one for reporters: attacking the community is only the first step. It is an active revenue; old customers and foremen refer us to it, which is a passive revenue; many designers and home decoration companies actively seek cooperation for brand influence, which is brand strength revenue; in order to digest the market in the future, it must be open Multiple stores. A person's energy is limited, so he needs partners. How to attract others to be my secondary agents, the first thing is to ensure that they can make money by following me. We already have a systematic marketing model, and now we need to build a mature support team. Strength is only the foundation, and expanding into distribution is just the beginning. Only by stabilizing this distribution and allowing it to operate with quality and health can we make the brand bigger and stronger.
▲The style of the Shishi Big Horn Deer super wear-resistant marble tiles team
Postscript:
Xu Lianggui attaches great importance to spiritual communication. He believes that since we are comrades together, sincerity between each other is the most important. The same goes for the manufacturer relationship. Only through spiritual communication can dealers have confidence and security. This is also the most important support provided by the headquarters. As a dealer, the best feedback to the headquarters is to sell products and increase local brand influence. Have to go here againAs a digression, most of the salesmen of ceramic companies now look for dealers only based on their financial strength and whether they can open more stores and deliver more goods. If the dealer has no team, no operational capabilities, and no ability to digest inventory, this will only It will speed up the operation and make it difficult to maintain, and it will also be harmful to the brand. Xu Lianggui said frankly in the interview that manufacturers should look for people who are interested in building brands just like their own companies when signing up dealers. Where there is a will, there is a way. Such people may not succeed in a year or two, but if they find out the reasons and provide help, they will definitely be able to build a good brand.
