——Interview with Zhu Jianxin, a dealer of Yingpai Ceramics in Neijiang City, Sichuan
Neijiang City is one of the eight planned and constructed "mega cities" in Sichuan Province, playing an important role as "the hub in central Sichuan and the throat in southern Sichuan". Real estate development still increased in 2018. The sales area of commercial housing was 4.3477 million square meters. In 2019, the proportion of finely decorated houses accounted for 10%. The housing prices were 6,000~8,000 yuan/㎡. Compared with the building materials and ceramics market in first- and second-tier cities, it is still It is a "potential stock". At the beginning, there was only Daqian Building Materials Market in the local area. Later, more standardized building materials markets such as Red Star Macalline and Xilin Building Materials Market gradually emerged. This is also an inevitable trend of rapid urban development - the building materials market needs to be standardized, and local building materials brands will follow. Self-improvement, moving towards large-scale operations, Eagle Ceramics is one of them, and under Zhu Jianxin's several years of management, the brand has continued to grow bigger and stronger in Neijiang City.
Live up to the brand mission , fully demonstrating brand social responsibility
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When Zhu Jianxin first started working in society, he was working in Guangdong. During this period, he learned that Eagle Ceramics was a well-known ceramic brand. With a background of state-owned enterprises, it had a high brand value and was an enterprise with large export volume. At that time, his first The perception is: Brands whose products can be sold abroad must have guaranteed product quality. This reminds Zhongtaojun that at the 2019 Bologna Ceramics Exhibition, Eagle Ceramics, as a representative of Chinese ceramic brands, has participated in the exhibition for 22 consecutive years. Eagle Ceramics has always maintained its vision of "world brand, industry benchmark" As a driving force for development,Fully integrating Chinese cultural elements into the booth and combining it with modern design attracted the attention of merchants from all over the world and once again amazed the world. This is the glory of Chinese ceramics.
Zhu Jianxin, a dealer in Yingpai Ceramics, Neijiang City, Sichuan
Perhaps it is the sense of honor that comes with the brand that makes Zhu Jianxin, who has been making building materials and ceramics for many years, choose to represent Eagle Ceramics in Neijiang City after comparing many ceramic brands. "At that time, the real estate industry in Neijiang City was very popular, and the market demand for building materials and decoration was also very high. Counting on my fingers, it took a full six years to start the business." Zhu Jianxin sighed as he recalled.
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Now Zhu Jianxin insists on only making Eagle Ceramics. In addition to his past recognition of the brand strength and product quality of Eagle Ceramics, he said: Perhaps many traditional companies will choose to remain unchanged after becoming bigger and stronger. The model continues, but Eagle Ceramics is constantly moving forward, making corresponding changes in accordance with the trend of the market. The brand is constantly improving, so that we also have a forward mentality, or spirit, so that we must Change and improve yourself with the direction of the brand. Here, what Zhu Jianxin said about moving forward in the direction of the brand, I believe it is not just the awareness of social needs, but the mission of the brand conveyed from top to bottom, from the inside out.
Neijiang Yingpai Ceramics Exhibition Hall
“Then there is the brand’s integrity, which is not just for consumers, but is reflected in fair and just review standards. The brand will treat every dealer across the country equally and fairly. We will definitely do whatever we promised to the dealers, so that we can cultivate the market in a good place with our heart." Zhu Jianxin talked about the topic like this.It also reminded Mr. Zhongtao that during the terminal market research of China Ceramics Network, he met dealers who praised and criticized manufacturers. 90% of the dealers who complained about the topics were related to the brand's failure to fulfill its promises to dealers. This This is a part of the game that manufacturers don’t want to mention but will face, but Eagle Ceramics is different.
It is said that it is not easy to be a dealer in the construction and ceramics industry. To do a traditional business, you must have an international aesthetic vision. In addition to renovating the showroom with the products on the market, you must also know how to give decoration design suggestions to the owners, and you must also be able to Talk to designers and high-end owners about design or life, and put aside these self-"value-added" contents. If the manufacturer gives certain support, the dealer will definitely fall in love with a ceramic brand and will treat consumers from the bottom of their hearts. Consider the honor of the brand and inherit the spirit of the brand.
Operate a good local brand The secret is the secret of "raising children"
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From 1974 to 2019, Eagle Ceramics has gone through 45 years. Although Zhu Jianxin has only participated in the development of the brand for a few years, under his management of the brand, Eagle Ceramics has grown from the very beginning in Neijiang City to Daqian. The 100~200㎡ showroom in the building materials market was upgraded and moved to the 600~700㎡ showroom in Red Star Macalline; and they also changed from the original husband-wife operation model to a corporate operation, although there is only Red Star Macalline 1 in Neijiang City There are 17 stores in the store, but the team has 17 people; in terms of sales model, it will use multiple channels. Marketing activities will not only form alliances with other building materials brands in the store every month, but also hold a night banquet led by its own brand every two months. (In recent years, building materials dealers have frequently conducted customer gathering activities).
Some team members of Neijiang Yingpai Ceramics
Zhongtaojun asked Zhu Jianxin: If you could describe your relationship with Eagle Ceramics in one sentence, what would it be? At that time, Zhu Jianxin thought about it for a long time, and then expressed it with a smile: I have a son in his twenties. It is not easy to raise him, but as a parent, I see that my child has grown up and is promising. I feel quite gratified, and the same goes for Eagle Ceramics. In managing the brand in this place, I feel that I am raising him as my son, so this relationship and this feeling are difficult to describe in words.
There are many techniques for operating local brands. Eagle Ceramics is a well-known brand in the ceramic industry. In the face of large and influential brands, the endorsement of the brand’s original value allows local dealers to figure out how to improve their local influence. Strength may be of great help, but in order for the brand to develop further in the local area, or to maintain a certain degree of popularity in the local area for many years, and to become a local reputation brand, this will definitely require the comprehensive strength of the local dealers and continuous effort. Zhu Jianxin continued the previous topic of "operating the brand well at the local level" and said: It is actually quite tiring to continuously operate the brand well, but it also gives me a sense of accomplishment and happiness in the operation process.
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How exactly does it work?
“First of all, the first point is to do things pragmatically and think from the customer’s perspective. For example,80% of customers will go to the site in person during the construction stage. What do I do on site? It’s not just supervision. , but looking for mistakes, that is, finding "fault" for yourself. I believe that only by constantly discovering your own problems and discovering them before others can you effectively solve the problems that may occur and solve them, and you will also be helpful to the next customer. Provide guidance on the application and paving effect of the product. Nowadays, customers pay more attention to the paving effect of the product. Our focus at Eagle Ceramics is to have a good reputation, and I also need to maintain a good reputation for the brand in the local area.”
Part of Neijiang Yingpai Ceramics Exhibition Hall
"Furthermore, everyone knows that today's market is indeed incomparable to the past, and the impact of economic and market problems has caused us to continue to make changes with market changes. As far as Neijiang City is concerned, the current popular Ceramic tile product specifications include 800×800㎜, 900×900㎜, and 600×1200㎜. In the past, everyone might have thought that the popularity of large-sized tiles required big stores to display them, and the bigger the better. But in this market. Under the current market situation, on the one hand, we need to control costs, and on the other hand, we need to effectively increase the number of door-to-door consumers entering the store. Therefore, my next strategy is that brand operation does not necessarily require large stores, but to effectively and accurately open different stores. Functional stores, such as those in high-end stores like Red Star Macalline, are our parent stores. Other small stores can be opened in communities, that is, community stores. Their function is to divert traffic, but the market is difficult to operate nowadays. It doesn’t mean there is no market, we must seize every opportunity to add points.”
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In fact, Zhu Jianxin also has many manifestations of brand operation methods, but in his own opinion, they are just the most basic work and lifestyle, just like facing family members who are more passionate than love, he will naturally invest with enthusiasm. Like giving. In Yun Bo's "Collected Works of Yidaotang", there is also "Book of Cai Luan with Ji Ren" which says: "Ten years ago, I admired you for your talent; ten years later, I love you for your talent. Over the years, I feel for you. In Zhu Jianxin’s view, the local operation of the Eagle Ceramics brand is raised as his own child, but from the perspective of the role between manufacturers, Zhong Taojun believes that. This is the existence of a soul mate or soulmate relationship, where the two support and cherish each other and grow together.
