Yan Bangping, General Manager of Faenza Business Unit
"Grasping morale poly popularity · · · win bigger single sales" is the theme for the seventh meeting of elite manager, the object of the training is excellent manager Faenza bathroom from across the country. The training content includes: product knowledge, product application, shopping guide skills, speech skills, etc. The purpose is to point out the direction of the store manager's daily work, solve problems, and win the basis of the big singles in the terminal. During the period, three PK events were arranged, and among the elite store managers in the country, the top ten store managers, the top ten storefronts, and the top ten teams were selected.
Interpretation of "grasping morale, gathering popularity, making big orders, winning sales"
[Reporter]: Hello, Mr. Yan, first of all, thank you for accepting the interview with Sohu.com. The theme of this year's training session is "grasping morale, gathering popularity, making big orders, winning sales", please explain it to everyone.
[Yan Zong]: The theme is relatively straightforward. The state real estate regulation has been relatively frequent in the past two years. From 2010 to now, the whole situation is not very good. Except for the recent rise in real estate, it has not reached the peak of 2009. Therefore, as a part of the downstream furniture industry, it is also affected by the regulation and control policies. How to maintain the development of the company and maintain the growth of brand sales in a relatively low environment. One is the employee's appeal. If there is no firm confidence and no strong fighting power, then in such a market competition, it will be at a disadvantage or eliminated, so first of all, it is necessary to "grasp morale."
"Popularity" Now everyone knows that there are fewer and fewer people in the store, and it is relatively deserted. How can we gather limited customers and consumers who go to the store to your store to gather your brand and form the sales potential? It is very important to be able to get a real share.
“Promoting big orders†Faenza sanitary ware has a wide range of products to meet the needs of different consumers, from ceramic sanitary ware, hardware faucets, bathtubs, bathroom cabinets and even ceramic tiles, so consumers can buy one-stop Or, in our specialty store, it can meet the overall needs of his entire bathroom space. Therefore, we should take advantage of this, let consumers buy more in our stores, and then use the Faenza brand products. Since our products are the concept of a whole bathroom space in the process of design and development, then after we purchase them in a unified way, our products are in a limited bathroom space, the layout is more reasonable, and the complementarities and combinations between the various category functions are more Well, the overall product design style will be more uniform. Before the purchase or during the sale, the consumer has any problems in the after-sales process, just look for us. Therefore, it also brings a lot of convenience to consumers, so we have proposed to make large orders. Through these means and marketing strategies, I believe that we can make the sales performance of Faenza sanitary ware.
Manufacturers mutually promote corporate training to improve talent stickiness
[Reporter]: In the current environment where the environment is relatively cold, the life of the dealers is difficult. There is a certain contradiction between the manufacturers. How do we maintain the relationship between the manufacturers well?
[Strict General]: The life of dealers is not difficult now, but the operation will encounter difficulties, especially because the competition of terminals is becoming more and more fierce, not only that the market consumption is decreasing, but also various types of stores. Join the market competition. So for dealers, there are more and more stores opening up, the cost is getting higher and higher, sales may increase, but not synchronous growth, the sales price of products is getting lower and lower. Under this circumstance, the difficulty of dealers' operations will increase.
However, this is also a process of survival of the fittest in the market. Only when it can withstand the test of the downturn in the market, can survive and be able to develop again. Such dealers are excellent distributors, and such enterprises are excellent. enterprise. Therefore, in the face of the common external situation, enterprises and distributors actually have the same goal. Therefore, we will give the dealer a lot of support from the perspective of the company. For example, today we have trained the sales elite and improved the dealers. The sales level and sales ability of the team's store manager and front-line business staff. Of course, enterprises will also give more support to dealers in the development of new products, from the aspects of quality and service improvement, and everyone will cope with such a big situation.
[Reporter]: This is the 7th Dealer Conference. We attach great importance to talents, but the mobility of knowledge-based talents is relatively large. What channels do we use to increase the stickiness of existing talents?
[Strict General]: On the one hand, we recruit a large number of new students from colleges and universities every year. New college students will systematically train them after they arrive in the company. Faenza has established a business school a few years ago. According to the needs of various types of talents, the needs of each position are different, for example, the dealer’s boss, the dealer’s professional manager or the department manager, the terminal manager or the shopping guide. Members, of course, also include systematic and targeted training for managers and technicians at all levels within the enterprise, and such training and re-education are included in the normal work, because now everyone says To learn for life, it means to update the knowledge, because the current knowledge update is very fast, and it is eliminated after falling behind.
Of course, the continuous flow of talents or many companies can not retain talents, or the liquidity is too large, the positioning of our brand and the target group are quite consistent, and some of our blank markets will have 3-5 speed development every year. Store.
There are some areas where distribution is not good, or the dealers shift their focus, or their own business ability is relatively poor, or the dealers themselves do not seek advancement, and are unwilling to spend a lot of energy to engage in this industry. Wait, then we can't miss this market, we can't let it be empty, so we will adjust and optimize these areas, so that the Faenza brand can be well developed in this area.
Channel sinking for the third and fourth line market
[Reporter]: The market you mentioned just now is not good, but now Faenza bathroom maintains double-digit growth. Want to know exactly how it performs on the engineering channel?
[Strict General]: Engineering channels account for about 30%. It should be said that it is not particularly good. In particular, the country now advocates hardcover houses, and some large real estate developers have also launched full hardcover. The local government of Jiangsu Province said that the proportion of hardcover for newly opened properties should not be less than 20%, so local governments or real estate developers will gradually increase the proportion of hardcover houses. So how do companies get these shares and make a difference in the field of hardcover rooms? This is a challenge for many companies, so we think we are not doing enough, we still have to Work hard.
We have specialized factories, special departments, and our dealers to have such departments. In particular, relatively large dealers have such a team to expand such business.
[Reporter]: You said that 30% is still not satisfied. What percentage do you think should be occupied?
[Yan Zong]: This is a change in the market environment. For example, the proportion of hardcover houses is getting higher and higher, and the proportion of our projects should be higher and higher, because in addition to hardcover rooms, there are also tooling projects, large public buildings, hotels. Chain business, stores, schools, hospitals, etc. Of course, the biggest consumer of sanitary products is residential. If the speed of the country's hard-packing houses is very fast, it is necessary to keep up with it.
[Reporter]: You just mentioned the problem of sinking channels this year. Based on the changes in the market environment, many companies are sinking in organizational channels. What kind of differentiated strategy Faenza will use to win this cake, more Strive for the share of the third and fourth line market?
[Yan Zong]: Each brand has different positioning and different consumer groups. On the one hand, we open a store in the blank area of ​​the third- and fourth-tier cities, so that consumers in that area can go directly to our terminal to understand our brand, understand our products, and feel the brand that our brand can bring to them. Benefits and values.
In addition, we will also develop targeted products that meet the needs of different regions, such as third- and fourth-tier cities or county, district, and town consumer customers. I believe that we can provide good services to our brands. With the quality of good products, consumers in the third and fourth-tier regions can also be based on his sales characteristics. For example, the characteristics of rural consumption are different from those in cities, and products that meet their needs.
[Reporter]: You just said that the characteristics of consumers in the rural market are different from those in the city. On the one hand, we have high-end products, and there are some products that are aimed at low-end products at a low level. This positioning will have conflicts. ? How are we going to coordinate?
[Strict General]: The quality requirements of the products must be consistent. Our service to the customers must be consistent. The so-called inconsistency is based on the different usage characteristics of the consumers, the function settings in the products, and the product type. The design and appearance design, for example, the preferences of consumers in the North and the South are different, and do some different work.
Women's volleyball spirit and Faenza spirit
[Reporter]: Faenza bathroom sponsored the Chinese women's volleyball team some time ago. Does it mean that Faenza bathroom has started the concept of sports marketing?
[Yan Zong]: Now many brands are looking for brand endorsements, doing sports marketing, and doing marketing in all aspects. Of course, the promotion of the brand needs to have a carrier and a platform is needed. Sports is a good platform, we just have this opportunity, because the 2012 World Women's Volleyball Grand Prix has a stop in Foshan, our company is also just in Foshan, it is also a coincidence, we named the 2012 World Women's Volleyball Awards Race. We mainly think that the women's volleyball team, especially in the last century, the old women's volleyball team is the first of the three major balls in China to reach the forefront of the world, and won five consecutive championships. These three big balls are the first to turn over, and so far our basketball and Football hasn't really turned over yet. The spirit of complete struggle that the girl reflects, I think this is what our company needs, so the spirit of the women's volleyball team is very compatible with the spiritual connotation of our company. I think the Champions Women's Volleyball Grand Prix is ​​a very good event. We also hope that the carrier of the women's volleyball team will better promote the Faenza brand and let more consumers know us and recognize us.
[Reporter]: Ok, thank you, Mr. Yan.
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