Zibo No. 1 Smart Selection General Manager-Zhang Dongxiao
With the accelerated impact of the Internet, thunderstorms in the real estate industry, and improvements in consumption levels... In recent years, the ceramic industry has been undergoing earth-shaking changes, especially for terminal dealers, change is necessary for its development. Zhang Dongxiao of Zibo also had a profound understanding of the process. He integrated his own brands a few years ago and proposed to introduce external resources to improve his positioning.
At the opening training event in Zibo, the No.1 interview team had a face-to-face communication with Zibo. In this interview, you can re-recognize and understand the terminal market through the perspective of a half-life industry practitioner. , the path to change, and learning from his extraordinary leadership.
In the ever-changing ceramics industry, there are always heroes who dominate the scene. Maybe you will be the next one.
01
High quality and good price help us a lot
Import + self-produced model
Increase market attractiveness
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QA1: Mr. Zhang, with many years of experience in the ceramic industry, what kind of brand do you think is suitable for market development? And what attracts you to No.1?
Zhang Dongxiao:
I have been in the ceramic industry for 21 years. We used to operate three private brands. At their peak, these three brands could bring in nearly 100 million in sales. Now the market environment is not good, and it is difficult to fight price wars in the low-end market. , coupled with the impact of the epidemic and Zibo Cha’s environmental protection, our three brands can only be merged into one private brand, and external brands are needed to increase market appeal.
How to put your feet into suitable new shoes? This is a very critical question! Before that, I had a preliminary understanding of No.1 Smart Selection through friends around me. After getting to know the brand in depth, I also recognized No.1’s business philosophy. It would be difficult to attract customers if it was purely importing or purely self-produced. I am very attracted to the current international plus self-produced model and the full series and full-dimensional product structure. I am very optimistic about the brand No. 1. It is a brand with particularly obvious product differentiation. I also want to use this cooperation to This core differentiated product matrix is presented to friends in Zibo, and we hope to continue our glory with the help of No. 1 Dongfeng.
One Smart Global Marketing Center
When choosing a brand, I compared many brands, including many listed company brands. Because there are friends around me who know No. 1, they all recognize No. 1 more. In terms of imported products, No.1 adopts a high-end ceramic tile platform, with four European imported brands. In terms of self-production, we also learned that the Haosheng Group behind No.1 is very large, with three factories in Guangdong. Among them, the Haosheng factory is considered to be one of the most powerful in the Foshan production area. Its self-produced products are designed by international cooperative design institutions, which means that the products use the best foreign designs, and Haosheng’s powerful The production capacity makes high-quality, cost-effective products. Such a product chain is also of great help to our sales.
02
High standard, high image
High standards and good-looking flagship store
There is sufficient display space to facilitate investment promotion and operation
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QA2: Everyone is talking about building a small store to reduce costs and reduce risks. What is Mr. Zhang’s idea to install a large store of almost 700 square meters in this seemingly very challenging period? ?
Zhang Dongxiao:
To build such a large store, firstly, because Zibo itself is a production area, it is not enough to surround Zibo with a store that is too small. We need such a high-standard, high-looking flagship store with sufficient display space to facilitate investment and promotion. Operations to develop markets in surrounding cities and even Shandong as quickly as possible.
Zibo No. 1 Smart Selection Store
Second, in order to do a good job as a service provider, we will set up a transit warehouse in the future, so the display of the store image is still relatively high. The store is larger, and the product display effect will be better.
Third, the No.1 brand has just been introduced to Zibo. If we want to quickly open up the market, we must be better than others in controlling decoration details and craftsmanship to attract others' attention. Moreover, No.1's product structure is relatively rich and has always been In Fufu, product specifications are becoming more and more complete, and the craftsmanship is also increasing. Our store must retain space to update and develop together with the enterprise, and move forward together.
Zibo No. 1 Smart Selection Store< /p>
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Serving cities around Zibo City
Focusing on Zibo
Services cover surrounding cities
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QA3: Setting up the Zibo operation center is equivalent to B2B as a service provider. It takes several times more effort than operating a single store. So how do you plan to build this distribution system?
Zhang Dongxiao:
In the brutal business war, stores alone are obviously not enough to support the steady and long-term development of enterprises. "In the future, if terminal dealers want to break through the competition, they cannot just stay at the store level, but also rely on the system, which includes maturity. Product system, service system, sales system, distribution system, etc. I believe that only by laying a solid foundation in the "system" can we better support distributors and service designers in the future, but a good store is the foundation of the system. , Only in this way can we remain invincible in the business world.
In terms of establishing a sales system, we plan to walk on multiple legs; retail channels, decoration company channels, designer channels, and engineering channels will be multi-pronged. Our current team structure has 10 people, and we will recruit more than 20 people in the future. We will implement a No. 1 exhibition hall model, with sales, promotion, planning, design, etc. each performing their own duties, and will be organized in districts and counties. Be a second generationmanagement for investment promotion.
Zibo No. 1 Smart Selection Store Team Image Photo
For the establishment of the distribution system, we will establish the No. 1 Shandong Zibo operating branch and logistics center. Due to the instability of policies and the uncertainty of future development, distributors face more challenges. Many people We will find ways to get rid of the warehouse and turn it into an asset-light operation, paying more attention to store display and product design and sales. This means that on the one hand, our warehousing, logistics, products, services and other support must be in place and timely, and establish front and rear collaborative mechanism; on the other hand, our distributors can save tens of thousands of dollars a year, which can be used as net profits for our customers, which is a very practical benefit to our distribution.
Under the front-to-back collaboration mechanism, the integration of logistics resources is crucial. Build a logistics service system, integrate resources, provide team services, set up warehouses, and move inventory to Zibo to provide customers with more efficient services and make full use of Regional advantage, close service, on call. For example, if you call in the morning to request goods, they will be delivered in the afternoon, providing these convenient and worry-free services. In the future, whether it is design, engineering, retail, or home decoration, our store will be a distribution service point. We must assume our service and assistance obligations to better empower our customers in the future. With Zibo as the center, services cover surrounding cities.
As for the service system, we need the support of No.1 Headquarters. The headquarters sends people over to train our sales and store staff on products and sales techniques to improve their hard skills, and then organizes some promotional activities to attract customer visits.
One Smart Global Marketing Center
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MULTIPLE OPERATION MODES
Online traffic, offline conversion
Resource integration creates system operation brand
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QA4: With good operational ideas and systems in place, how will you promote the No. 1 brand? Let more consumers and potential customers know and choose No.1?
Zhang Dongxiao:
Nowadays, consumer decision-making scenarios and communication scenarios between brands and consumers have shifted online, and it has become crucial to acquire customers through online traffic. Therefore, we make full use of the big trend of online promotion, such as Douyin, Kuaishou, and Xiaohongshu, to fully demonstrate the advantages of our brand. We will also launch live broadcast activities to deepen consumer awareness. Of course, we must not forget our roots. , for offline channels, our main action is to conduct group purchases in various major areas.
As for the designer channel, we attract some designers to retail stores; for the decoration company channel, we need to be more flexible. There are two ways. One is more common, putting our samples in the decoration company store, and the other is The first is to agree to bring the customers of the decoration company to our store for sales; one of our company's partners is an agent of Kujiale, but he has not used the resources before. After communicating with the No. 1 team, he discovered that this can be used The resource maintains customers through designer salon activities and can give us some feedback from a design perspective - how is the product? Do any adjustments need to be made? Enhance the influence of the No.1 brand through dialogue with the design circle.
Finally, there is the engineering channel. The engineering projects we have done in recent years include some projects of Dalian Wanda, China Railway, and China State Construction Engineering Corporation, as well as some well-known local real estate enterprise projects in Zibo. The furthest one has been with some projects in Sichuan and Chongqing. of real estate enterprise cooperation. We will integrate resources from all parties in the engineering channel, and I believe it will get better and better.
We just hope to integrate all resources to form our internal system and play our different roles as service providers, retailers, agents, etc.
Zibo No. 1 Smart Selection General Manager Zhang Dongxiao
Persistence is actually more important than anything else. There are often ups and downs in a career, and it will never be smooth sailing. Facing market changes, Mr. Zhang, as a senior industry veteran, will uphold his original intention and move forward hand in hand with No.1 in the future. In the process, we should not forget our original intentions and achieve mutual success.
