A few days ago, the live broadcast investment promotion of Huayi Sanitary Ware in 2020, co sponsored by Huayi Sanitary Ware United Sanitary Ware News and Tencent Home Furnishing, two major mainstream media in the building materials industry, won more than 80 partners at one fell swoop under the first-class brand flow and strong investment promotion policy, achieving a good story of investment promotion in the sanitary industry since the epidemic. We take this opportunity to interview Mr. Xue Rong, the general manager of Huayi's domestic marketing center, and listen to his views on Huayi and the industry.
Focus on bathroom marketing for 15 years
When I first met Xue Rong, he wore a simple and plain dress, with a little smile on his face, but his words were full of the skills and shrewdness of business elites. Trends, marketing, promotion... these words run through every sentence he said. In his nearly 15 years of employment, he has worked in many enterprises, ranging from hardware fittings to overall sanitary ware, which has created a rising career curve for successful professional managers, and perfectly interprets the professional quality of "being proficient in this way and striving for perfection".
Despite the fact that Xue Rong is calm in the face of the ever-changing building materials market, he is actually a "halfway home" cross-border person. As a graduate of financial accounting, he has the unique enthusiasm, goal, insecurity, exploration and innovation characteristics of a marketer, so he took the marketing position, and became a marketing elite in the building materials industry. When talking about why he entered the profession, Xue Rong only said two words: accidental. After questioning, the reporter learned that what he first came into contact with was pipes, which belonged to the hardware industry. However, because of the changing needs of the times and the changing direction of the industry, major enterprises are no longer limited to one-way development, but continue to move towards the overall sanitary direction.
Over the years, he has been exploring and researching every step, and his market sensitivity is far higher than that of ordinary people. "Every precise control is not a miracle, but a long-term plan." This has always been his philosophy. Mr. Xue also thanked him for his financial accounting learning career, developed his careful and rigorous way of thinking and acting logic, and paid more attention to cost control in the marketing process. When taking charge of brand operation, it can ensure more stability and efficiency.
He believes that under such a trend, if there is no change, there will be retreat. Therefore, Xue Rong kept pace with the times and gradually extended his field from hardware to the whole bathroom. Similarly, learning ability has become one of the necessary qualities for Mr. Xue to keep pace with the times. Approaching the General Office of Xue, we saw all kinds of books, including management, psychology, marketing and philosophy. President Xue believes that in the era of information explosion and rapid knowledge iteration, learning ability is competitiveness, especially in the marketing field. If it cannot be charged in time, it is difficult to meet the needs of growth.
Keep pace with the times and create heroes
The outbreak of the epidemic at the beginning of the year had a huge impact on all walks of life. Bankruptcy, closure, bankruptcy, layoffs and other news were heard all the time, giving businessmen a headache. As a rigid demand industry, the sanitary ware industry is not as hard hit as the fast selling industry, but it cannot be left out.
Xue Rong said frankly that the Huayi bathroom plan in the first quarter was affected. Fortunately, in the second quarter, they responded promptly and made corresponding adjustments to speed up the pace. Although many stores did not open for business in the first quarter, Huayi also attracted customers for each store by means of live broadcast from the headquarters, and there were cases where more than 200000 customers were collected before the store opened.
He said: "After the silence of the previous quarter, the industry has gradually recovered. Since June, Huayi's marketing plan has fully recovered. For example, this time, Huayi tried to attract investment live before other brands, and attracted more than 80 partners. It can be seen that with the recovery of the industry, there are more opportunities. I am looking forward to what amazing achievements Huayi will bring to the industry and partners in the second half of the year."
Understand the product, but also understand the demand
In the interview, Xue Rong generously shared that the marketing personnel must have the ability to keep pace with the times. They must not only understand the products, packaging and promotion, but also understand the customer needs, and then customize the plan according to the needs to achieve sales.
He said that after nearly 30 years of growth and development, Huayi Sanitary Ware has gone from focusing on foreign trade market at the initial stage to focusing on domestic and foreign markets. It is very important that the marketing operation system it strives to build always adheres to consumer centered.
"Huayi has grown from one store to more than 1000 stores nationwide, which shows that Huayi has integrated into the market and has its own consumer group, which has recognized the product and brand value of Huayi."
Under the epidemic, Xue Rong, while paying attention to the survival rate of offline stores, also faced up to the unlimited business opportunities brought by online traffic. In the new marketing system, Huayi will focus on online content social e-commerce and offline ecological layout, pay attention to image upgrading and flexible subsidies of stores offline, and create content matrix on the basis of vertical e-commerce online, and improve the conversion rate and cohesion of potential users through online and offline collaborative operation. For this reason, Huayi also upgraded its brand image and positioning, including the triple upgrade of VI, to win market recognition with a new image.
New opportunities! New image! New Marketing! In 2020, Huayi Sanitary Ware will take a new start, meet a new future together with global dealers, and reach a new peak!
