Make services the greatest productivity of store marketing and respond to market changes with ease. ——Yuxi Jinyitao Wang Pei
In 2005, Jin Yitao took root in Yuxi. In 2008, Jin Yitao Thought Museum opened. Wang Pei followed Jin Yitao's footsteps and slowly made Yuxi Jin Yitao bigger and stronger. Talking about the market performance of Yuxi Jinyitao in recent years, Mr. Wang shared his experience with us.
▲Wang Pei participated in the 26th Jinyitao Heroes Meeting in 2020< /span>
一
Use brand label system to build customer memory system
Thus forming brand competitiveness
In order to incubate Jinyitao into the local No. 1 brand in the local area, Yuxi Jinyitao has made great efforts in 15 years of hard work: maintaining product prices, maintaining user reputation, and building a service system, etc., have all become This is a key link in the steady development of Yuxi Jinyitao.
“In the ceramic tile industry, styles will be homogenized, products will be homogenized, and marketing models will be homogenized, but services cannot be homogenized! We can’t just shout slogans, we must start with every detail and think about what consumers have never thought of. , worry about what consumers are not anxious about, effectively solve existing problems and potential problems for consumers, and provide the best service. ”
In order to do a good job in customer maintenance, Yuxi Jinyitao has written in detail a "Construction Site Service Guide" customized for each customer, including the number of tiles, paving method, and paving amount. In addition to reducing consumers' energy costs, it has also become a promotional channel for Jin Yitao, contributing to about 80% of referrals.
▲In 2019, Yuxi Jinyitao launched the "Texture of Time— —2019 Tribute to BEYOND & Commemorate Huang Jiaju” Fan Charity Concert
In Wang Pei’s view, building brand power is not just a simple visual image and advertising, nor is it just the marketing benefits brought by popularity. The process of building brand power is a process of brand building, and it is also a part of actively integrating into local consumers. an excellent way. For consumers, a brand does not just mean a product or service, but also an identity of culture and values. The best brand power is when consumers are willing to actively praise your products and services. Yuxi Jinyitao has participated in many public welfare projects over the years, such as charity concerts, charity poverty alleviation, etc. It has won highlight moments for the brand through its own practical actions, which is also an important means to enhance brand influence.
二
Dare to be different
Looking around the 4-story Yuxi Jinyitao, a nearly 800-square-meter store, everything you can see are new products for 2020: the fifth-generation candy glaze, 189 large slabs, and 157 large slabs. Wang Pei said that among the sales shares in 2020, the best-selling products are new products: Interlaken, Mason cloth pattern, Lingjun Gray, Piao, Yunjinshi, Shuiyunjian, Dansuxi, Lingyanbi, Cambrian, Atlas—these catchy names have become the store’s flagship products.
He said that consumer demands are gradually becoming diverse and personalized. When an ordinary product can no longer attract their attention, everyone will begin to be confused about how to make their own products stand out in the consumer market. Putting aside the factor of "product selection" when companies want to develop new products, "advantage" and "differentiation" are the key reasons why products can gain a firm foothold in the market.
In product selection, Yuxi Jinyitao uses Jinyitao's flagship products, such as antique noodles, soft glossy noodles, etc., focusing on user needs, using high-quality services, innovative concepts and new publicity methods. To win consumer choice. There are many cheap ceramic tile brands in the local area, but price wars or some exaggerated gimmicks alone cannot form the core competitiveness of the market. Many consumers compare Jinyitao's products with those of other companies. You will make your own choices in your heart.
▲Yuxi Jinyi Pottery Material AreaNew products on the shelves in 2020
三
Turning crises into opportunities during the epidemic
Talking about the impact of the new coronavirus epidemic on terminal stores, Wang Pei said that no one expected to usher in such a severe coronavirus plague at the beginning of 2020. This was more like a surprise exam. In this epidemic, in order to reduce consumer concerns and create a safe and healthy consumption environment, Yuxi Jinyitao starts from the details, disinfecting public areas and distributing protective equipment to provide 360° health protection for visiting customers. During the epidemic, the entire building materials market seemed relatively deserted. However, under careful arrangements, Yuxi Jinyitao had consumers making appointments to enter the store every day to make purchases. The designer bluntly said that he did not dare to take customers to other stores. Only Jinyitao It is a place where you can go with confidence. This shows that Jinyitao's details have captured the trust of consumers.
四
The designer channel is the warmth in the cold winter of the home furnishing industry
The achievements of Yuxi Jinyitao and its stable designer channel operation over the years play a vital role. Wang Pei shared that the aesthetic level of today's consumers is constantly improving, especially under the current trend of customized furniture. The demand for personalized customization is constantly increasing. The current market channels are fragmented and complex, with many brand merchants, and link customization. Furniture, consumers, and manufacturers are all designers. In addition to category segmentation and product style extension, the industry is also paying more attention to channel construction. Many home furnishing companies are focusing on designer channels to achieve good results. , we must concentrate our efforts on seizing designer resources.
The designer channel can bring considerable profits to enterprises. It is one of the channels that high-end brands and personalized brands will inevitably develop. It is also one of the important channels for sales and promotion in the home furnishing industry. The designer channel is a highly interactive link in the supply chain of home furnishing companies, and the relationship between designers, consumers, and dealers is closely linked. Dealers can use designer channel resources to better occupy the high-end market and enhance brand influence; they can use designers’ professionalism to enter the market and win reputation; of course, designers, as communication channels between dealers and consumers, can play a role in to bond consumers and ultimately achieve long-term performance improvement. During the epidemic, Yuxi Jinyitao implemented health and safety subsidies for every designer who brought customers to the store. This not only reduced designers' worries, but was also a heart-warming move by Jinyitao to put people first and care for designers.
In Wang Pei's view, the building materials market has undergone drastic changes in the past year or two. Many people are withdrawing stores and quitting. If you want to make breakthroughs in the rapidly changing market environment, you can only actively seek cooperation with enterprises for win-win development and effectively demonstrate your ability to respond to market crises. Only then can you keep abreast of the market, continue to reform and innovate, and achieve stable operations.
(This article is provided by the enterprise)
