Qingdao wooden door industry hot top three share brand promotion experience
Qingdao Binsheng: Market promotion, culture first
As a dark horse rising in the national market, Qingdao Binsheng has a unique approach in market expansion and brand building.
Liu Baodong, general manager of Binsheng, introduced that the company is very cautious in investing in franchised stores. Because people who have a thorough understanding of the industry, high comprehensive quality and strength can cooperate for a long time.
General Manager Liu said that after the Beijing exhibition, he felt that the burden on his shoulders was much heavier. The key work now is to focus on production and network maintenance, and provide matching services to dealers. To make the enterprise develop healthily, it is important to build your own corporate culture. Because corporate culture is the foundation of enterprise development, without culture as the foundation, even the tallest buildings will collapse. Enterprises have systems but no culture, just like a pool of stagnant water, we must combine the two.
"I have great respect for skilled workers, but companies must be large, and in addition to having good technology, they must have strong cultural support." Corporate culture is a permeable and vague concept. There is no model to directly apply. Enterprises need to gradually improve according to their own development. However, the most important thing in corporate culture is integrity. All employees who have direct and indirect relationships with the company, such as employees, customers, material suppliers, and distributors, must be honest and credible. At the same time, in terms of corporate development strategies and product innovation, corporate managers can not focus on the wooden door industry itself, more often they can jump out of this circle and look at things from the perspective of outsiders. For example, the accurate positioning of many products of Binsheng comes from clothing or furniture.
In addition, President Liu emphasized that operating an enterprise must be persistent and persistent in order to make what it wants. We must position ourselves as always on the road.
Qingdao Yimu: Brand promotion, noodles with points
Xia Hao, deputy general manager of Qingdao Yimu Solid Wood Door, told the author that the company has always insisted on the strategy of brand promotion and development agents, taking Shandong as the base, taking advantage of Qingdao Yimu's well-known Chinese brand name, and gradually sinking from point to point.
Qingdao Yimu is relatively influential among Shandong brands, and its specialty stores are also the most prominent in the province, reaching nearly 30 stores, from prefecture-level cities to county-level cities. In the markets across the country, the radiation area is centered on Shandong, covering Xi'an, Yinchuan, Lanzhou, Baotou, Kunming, Hangzhou, Taizhou, Ningbo, Xuzhou, Changzhou, Shanghai and other places, and some areas are also under negotiation.
Since participating in the Beijing Exhibition at the end of March, the company has now entered the peak period for investment promotion. The agents in Kunming, Changzhou and other places signed the contract directly after seeing the product at the exhibition, and paid the agent deposit. Its product quality and appearance innovation have been recognized by agents.
It is understood that the original development plan of Qingdao Yimu solid wood door is to position the product in the middle and high grade. However, in the areas of brand promotion and agency layout in various regions, after fully considering the various needs of consumers, they began to take into account the high, middle and low grades, and launched simple style solid wood composite doors in less developed prefecture-level cities and county-level cities. Under the condition that the quality is not reduced, the labor cost is reduced, which is beneficial to consumers and is praised by the market.
During the brand promotion process, the company also paid attention to integration with large local stores, such as stores in Changzhou, Xuzhou, Zibo have entered the local Red Star Macalline, becoming a representative of high-end wooden door brands.
When choosing a brand agent, agents pay attention to both brand influence and product quality and price. Qingdao Yimu solid wood door can develop rapidly, it is also the result of solid practice.
As the brand influence of Qingdao Yimu continues to expand, many places are beginning to sell well. Shandong Laiwu Store's sales reached more than 500,000 yuan during May 1st, and Zhejiang Taizhou Store also achieved good results. All markets have reported good sales performance.
Qingdao Bincheng: Innovation is the eternal law to win the market
At the Beijing Wooden Door Exhibition in March, Bincheng Wood was favored by many agents, and the agents who wanted to cooperate with it were endless. In order to ensure the stability of its market, Bincheng Wood has blocked the agents with poor qualifications by collecting franchise fees, and only signed contracts with 28 agents. Now its agents have grown to 87. In addition to Tibet and Xinjiang, all provinces of the country have agents in Bincheng.
In order to supply to local agents in time and provide high-quality products, Bincheng Wood Industry has worked hard on innovation, management and service, not only expanding the plant area, but also adding equipment, improving processes, product innovation, introducing management software, and implementing unified Sales model ... A series of changes are helping Bincheng develop rapidly.
It is understood that this year Bincheng Wood has leased another 60 acres near the company to expand the production scale. The new factory mainly carries out pre-processing of products, and the old factory is a painting and packaging workshop. In this way, the connection is up and down, the reasonable layout, and the management is more convenient. The current output has doubled from last year, and can produce 80 sets of composite doors and more than 40 sets of solid wood doors per day. At the same time, the company added a production line in the new factory area, including fully automatic door guards, computer numerical control, high-end saws, etc., and will soon install a set of wooden door management software, including the overall process of ordering wooden doors, dealer management, and cost accounting. The software is simple to complete.
With his extensive experience in the industry, general manager Liu Bin not only innovates products himself, but also improves the process. After three months of exploration and innovation, 15 new products have been launched, and the entire process has been greatly improved, especially the new anti-cracking and anti-shrinking process.
It is reported that, in order to protect the rights and interests of consumers, Bincheng Wooden Door first launched the wooden door anti-counterfeiting sign. It can be said that Bincheng Wooden Door has achieved good results through innovation in various aspects, improving management level and expanding brand effect.
Although the development of Qingdao's wooden door companies is not long, they all blew a loud horn when they entered the national market, which opened a glorious prologue and let us see their infinite vitality.
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