Dissatisfied with the current situation of extremely low satisfaction and serious lack of trust in the home decoration industry, Yan Weiyang, chairman of Shengdu Home Improvement, made a decision to "embarrass yourself and achieve success for your customers. I am determined to reshape the home decoration industry, which is to reshape myself and operate on myself. "Breaking the unspoken rules of the industry and reshaping the industry's right path" is a major decision. In 2019, we opened the "Shengdu Laoyan Direct Account" on WeChat, telling customers "I am Lao Yan, chairman of Shengdu Decoration. If you have any questions, please contact me directly" and targeted Due to the widespread "customers' ten fears", we launched "Shengdu Ten Promises" to reassure consumers.
Under the leadership of such a leader with both structure and sentiment, after 19 years of development, Shengdu Home Decoration has achieved fruitful results and has become a leading enterprise in the field of home decoration:
On the one hand, it has achieved full coverage of the core prefecture-level markets in Jiangsu and Zhejiang regions and the market layout of the direct operation system in first- and second-tier cities such as Shanghai, Chengdu, Wuhan, and Hefei. In 2020, revenue and contract value reached 3.3 billion yuan and 40 billion yuan respectively. billion; on the other hand, an extremely distinct corporate culture has been formed. The corporate vision is "Let Shengdu people warm China's 660+ cities", the corporate mission is "Make decoration no longer difficult and let love warm the home", and the corporate core values are " "Take the right path", the corporate philosophy is "If you have a wide heart, you will have a wide house; those who love to leave love to return".
On this basis, Shengdu Home Decoration has formulated an ambitious "Third Five-Year Plan". Among them, the first "five-year plan" is to develop deep into the Yangtze River Delta with directly-operated stores, open 200 stores, warm 300,000 families, and achieve sales of over 10 billion in 2024.
After setting the grand blueprint, Shengdu Home Decoration took frequent actions in more than four months. From December 12 last year (2020) to April 10 this year, it successively cooperated with customers from various fields of home building materialsSeven leading brands including Fotile Group, Gome Electrical Appliances, Oppei Home Furnishing, TATA Wooden Doors, Oppein Home Furnishings, Shunhui Ceramics·Stone Slabssigned the "One Heart, One Hundred Million" strategic cooperation agreement, triggering a stir in the pan-home furnishing circle attracted widespread attention and lasting discussion.
On April 16, Shengdu Home Decoration joined hands with these seven major brands to hold a grand "One Heart, One Hundred Million" brand strategy conference in Hangzhou. The successful holding of this event marks the billion-dollar home strategic alliance with Shengdu Home Decoration as the carrier.The alliance was officially launched.
What are the eight major brands playing?
In recent years, with the continuous upgrading of China's consumer market, the decoration model has become increasingly popular, and under the guidance and promotion of the government, the proportion of fully furnished housing delivery has also increased year by year. This has caused the proportion of centralized procurement of home building materials and fine decoration projects to continue to rise. The traditional retail market has shrunk significantly, and sales channels have shown fission. The strong rise of complete decoration has become a new traffic entrance.
The popularity of renovation has attracted all kinds of home building materials companies. However, not all companies are suitable for the integrated model, and not all companies have the strength to adopt the integrated model. Whether they can win the integrated model depends entirely on whether they have the ability to integrate the supply chain and provide centralized delivery and services. ability. As a large home integrated service provider with design as the entrance and engineering as the cornerstone, Shengdu Home Decoration obviously has unique advantages in decoration.
China Ceramics Network learned that on the basis of the integration of Shengdu Home Decoration, the seven leading brands from different fields of home building materials will give strong support to Shengdu Home Decoration in the supply chain and work together to focus on Shengdu Home Decoration. Create a frigate model and form a supply chain cooperation system composed of new models, new products, and new empowerment, thus ultimately forming the integrated platform of Shengdu Home Decoration as the carrier, with 2021 as the first year of launch, with sales of "100 million Yuan" as a small goal, promote the implementation of the B2B2C model and achieve a virtuous cycle of win-win among Shengdu home decoration, material dealers and consumers.
At the same time, Shengdu Home Decoration and the seven leading brands will also focus on consumer demand, accelerate the improvement of product quality, continuously improve service levels, provide consumers with higher-quality one-stop decoration services, Set a benchmark for the home decoration industry and promote the healthy development of the entire industry.
Why did Shengdu Home Decoration choose Shunhui?
As a leading company in the field of home decoration, Shengdu Home Decoration has extremely strict standards in the selection of strategic partners. Industry analysts believe that the reason why Shunhui can become a strategic partner of Shengdu Home Decoration ultimately depends on its own strength. Media in the construction and ceramics industry who know Shunhui well know that its strong strength is mainly reflected in four aspects: product strength, brand strength, service strength, and channels.
Of course, the strength in these four aspects is not innate, but the result of years of development, especially in recent years, by seizing opportunities and taking advantage of the trend. It can be summarized as four major improvements.
First, enhance brand power.
Before the second half of 2017, people's impressions of Shunhui were mostly pragmatic and low-key, such as "excellent product quality" and "hidden champion". For a long time, the development of the building ceramics industry has been in an incremental era, and most brands pay more attention to channels and products than to brand promotion. Like many brands, Shunhui also invests more energy in products and channels. The arrival of the stock era has made competition in the ceramics industry increasingly fierce. Ceramics companies are gradually awakening to their brand awareness, and Shunhui is one of the first brands to awaken.
Having found the right direction, Shunhui followed the trend and made a beautiful combination of punches in building brand power——
In the second half of 2017, the brand logo and the headquarters exhibition hall were upgraded. The new brand logo means the combination of east and west and the yin and yang. The new headquarters exhibition hall is made of 429 pieces of 900×1800㎜ thin plates and has a landscape painting facade that means smooth sailing; In May 2018, it upgraded its brand marketing and launched a new advertising slogan "Quality Bricks, Winners in Life". It signed film and television superstar Li Bingbing as the brand image spokesperson, and renewed the contract again in May 2020...
Coupled with a powerful publicity campaign by CCTV, "Voice of China", high-speed railways, airports, anti-aircraft guns, buses, and elevator advertisements, as well as in-depth cooperation with portals such as Pacific Home Network, Sina, Tencent, Baidu, and China Ceramics Network , and give full play to the role of WeChat official accounts, service accounts, video accounts, Douyin accounts and other self-media platforms, actively explore video marketing and live broadcast marketing, continue to create high-quality original content, establish "516 Super Brand Day", Shunhui continues to issue The strongest voice of the brand.
China Ceramics Network interviewed many Shunhui dealers during terminal research. They all believed that Shunhui's brand power has been greatly improved since 2017, and its role in sales has been significantly enhanced. In the eyes of some industry insiders, this is undoubtedly very valuable in the construction and ceramics industry, which has received relatively little attention. To some extent, Shunhui has taken the step of upgrading from an industry brand to a consumer brand.
The second is to improve product strength.
For ceramic companies, the most basic and important job is to make good products. Only by insisting on innovative products can we continue to expand the hard power of our brands. As Peng Changhua, vice president of Shuncheng Ceramics Group and general manager of Shunhui, accepted last yearAccording to media interviews, "Follow the most basic law of enterprise development, 'product is king'" and "Whether it is seeking development or resisting risks, product quality is the hard power of the brand." While improving brand power, Shunhui adheres to the The consistent corporate culture and craftsmanship of demanding quality put more energy on products.
Following the launch of the star product "Picture Stone" that attracted much attention in the industry in 2018, Shunhui continued to increase its original efforts in product research and development, and launched the "Natural Dance" series in 400×1200 mm specifications in 2020, and the 800 Original products such as the background wall series in ×2600×6mm specification, the small rock slab series in 800×2600×15mm specification, and the “Great Beauty World Rock Slab” large panel series in 900×1800mm specification. These products are Shunhui's current representative products. Both surface texture and production technology reflect the highest level of the industry.
In addition, the production capacity and comprehensive strength of Shunhui's parent company Shuncheng Ceramics Group are among the best in the construction ceramics industry. It has China's first multi-functional enterprise integrating product research and development, intelligent manufacturing, talent training, academic exchanges, processing applications, etc. The comprehensive and composite slate research center "China Ceramic Slate Research Center" is also the first in China to master the digital mold technology mastered by very few companies in the world, which can realize the design, color, specification, light perception, and texture of ceramic tiles and slates. The unbounded combination on the surface reproduces the texture of various natural building materials and achieves more rich expression effects.
With the support of many advantages, Shunhui's product strength has been further improved. It continues to maintain its advantages in terms of rich product colors, complete specifications, and excellent quality. It is ahead of its peers in product originality and production technology, and its market competitiveness has been further improved.
The third is to improve service capabilities.
As we all know, with the continuous upgrading of consumption, service plays an increasingly important role in the home building materials industry. The fact that the whole equipment company has become a new traffic entrance is inseparable from its strong one-stop service capabilities.
Having fully realized the importance of service, Shunhui has gradually increased its support for dealers in recent years and optimized servicebusiness structure, and do everything possible to use new tools, new means, and new methods to empower dealers; at the same time, we actively promote the transformation of dealers with user thinking, and officially changed "dealers" to "dealers" at the annual dealer summit held at the end of 2020. "Service providers" have entered a new era of service-led development with a clear-cut stand and the courage to be the first in the construction and ceramics industry.
The high emphasis on and practical improvement of service capabilities has allowed Shunhui to stand at a new height and have the conditions to enter the field of complete equipment.
The fourth is to improve channel power.
As mentioned above, the strong rise of complete decoration and fine decoration has caused the proportion of centralized procurement of home building materials and fine decoration projects to continue to rise. The traditional retail market has shrunk significantly, and sales channels have shown a trend of fragmentation.
If home building materials companies do not keep up with this trend, they will not only miss opportunities, but may also fall into crisis or even be eliminated. Facing the trend, more and more home building materials brands are gradually realizing the importance of complete decoration and fine decoration channels, and some brands have already taken substantial steps in this channel.
As early as 2017, Shunhui began to explore the whole equipment channel. Since September of that year, Yan Weiyang, Chairman of Shengdu Home Decoration, and his delegation visited Shunhui Factory, the two parties have interacted frequently and the cooperative relationship has been continuously upgraded, until the signing of the "One Heart, One Hundred Million" strategic cooperation agreement.
According to China Ceramics Network, in factShunhui has not only established a close cooperative relationship with Shengdu Home Decoration, but has also launched all-round cooperation with other well-known decoration companies such as Golden Mantis, Zhongbo, Monkey King, and Shanghai Jiayuan. Diversified and in-depth strategic cooperation continues to focus on the whole decoration and home decoration channels. At the same time, Shunhui also actively explores other emerging channels such as engineering, which quickly promotes performance growth and becomes one of the brands with the largest performance increase in the building ceramics industry in recent years.
It is precisely because of improvements in these four aspects that Shunhui has been able to buck the market and achieve outstanding results despite the severe situation of overcapacity, channel fission, and consumption upgrades in the ceramics and even the entire home building materials industry; It is because of this that Shunhui has been fully recognized by Shengdu Home Decoration.
As Peng Changhua, vice president of Shuncheng Ceramics Group and general manager of Shunhui, said at the "One Heart, One Hundred Million" brand strategy conference forum, "From design and material selection to hard and soft decoration, we serve every link well. , serve every consumer well, solve consumers' pain points, and provide the best service so that consumer needs can be met and value can be reflected.. While providing services, it also forces us to continuously innovate according to the needs of consumers, focusing on consumers, products, experiences, services and channels, so as to further enhance the core competitiveness of the enterprise. ”
Yan Weiyang, chairman of Shengdu Home Decoration, said in an interview with the media before the "One Heart, One Hundred Million" brand strategy conference that the establishment of a billion-yuan alliance between Shengdu Home Decoration and the seven leading brands is based on their mutual strength. Recognition and common values, that is, everyone coming together, are driven by strength and mission.
This pair of partners who recognize each other and share common values will also gather in Hangzhou on May 16 tocelebrate the 19th birthday of Shengdu Home Decoration and witness Shunhui's "516 Shunhui Super Brand Day" The ending.
