Jingjing Ledao | Exclusive dialogue with Mengtian Home Furnishing Qu Fanjun: insight into the value of woodwork

Under strict control, the epidemic has subsided and the domestic economy has recovered. Reviewing Mengtian's fast and powerful action during the epidemic in 2020, many household enterprises pay tribute to Mengtian. As a leading enterprise in the woodworking industry, Mengtian has successively formulated core development strategies such as intelligent manufacturing strategy, water paint health strategy, woodworking strategy, cloud strategy, etc., consolidating Mengtian's manufacturing advantages, health advantages, and product advantages in the industry. During the epidemic, it also created cloud strategy, which has brought powerful help to the recovery of the household economy.

Jingjing Ledao - Tell the Truth 10 times talked to Qu Fanjun, the marketing president of Mengtian Home Furnishing Group. In this interview, focusing on ten question frameworks, including leader self-evaluation, strategic review, brand review, status quo and future, Qu Fanjun, the marketing president of Mengtian, gave detailed answers to these questions.

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The following is the interview record:

On the market challenge: the epidemic forced Mengtian to run fast

Wang Jing: What is the biggest harvest of Mengtian Home in 2020 or what will affect the development of the enterprise?

Qu Fanjun: In 2020, for the whole country and the whole industry, a sudden epidemic will disrupt all the original plans and rhythms. For Mengtian, it can be said that the pace of playing and planning changes is very fast, and the epidemic has forced the entire enterprise to adjust quickly. In 2020, the whole system of Mengtian has been running all the time. In such a situation, the sense of urgency is very strong, because in the face of market uncertainty, the whole system needs to be mobilized with certain actions.

Wang Jing: At the beginning of the year, when the epidemic besieged the city, Mengtian easily adjusted its organizational efficiency with "mountains and rivers" products, cloud strategy, etc. Looking back at that time, did Mengtian encounter any difficulties in the process of manufacturer integration and new retail, and how to overcome them? What's particularly impressive?

Qu Fanjun: The biggest pain point of all new models is still the pain point of thinking and cognition, because no one can avoid the old things. All new things are iterative based on the original system, the original team, or even the original model. At this time, the dealers' thinking, including the thinking of managers and decision makers, is the biggest challenge. For example, if you want to make a live broadcast, you will feel that if you want to make a live broadcast, you will have to sell more goods. If you can't sell so many goods, you will feel that the live broadcast is worthless. However, live broadcasting itself is a way to build trust and user experience. How to better and more professionally interpret Mengtian's product concept, product style and Mengtian's service to more intended users with live broadcasting scenes should be considered.

On user segmentation: user driven product R&D and upgrading

Wang Jing: In the face of changing user groups, how can Mengtian's user groups be subdivided?

Qu Fanjun: At present, Mengtian does not completely divide users and products by age, but more from the style dimension and space dimension. Users of different ages may have the same or different requirements for style. Mengtian will not help users make decisions, but will go to research and development and upgrade to focus on the mainstream style of the market. In these mainstream styles, Mengtian uses products to carry these styles. In fact, decoration is very complicated. Users want to simply complete it through one channel or solution. What they see is what they get. Mengtian hopes to solve the problems in the process of decoration. Therefore, the core of Mengtian is to provide products that meet the mainstream needs of the market and meet more decoration needs of users around the change of users' needs.

Wang Jing: Just now you mentioned that the live broadcast may be misunderstood by manufacturers and dealers. In fact, many brand presidents have come to the front desk this year to do online celebrity live broadcast and president sales. Is Mengtian's live broadcast for sales or brand promotion?

Qu Fanjun: First of all, the single value of Mengtian products is generally high. Because of the particularity of customized products, more time will be spent in the process of scheme discussion. From the perspective of Mengtian, there is not much expectation for the performance generated through live broadcast, but live broadcast at least shortens the distance between manufacturers and users, and builds a stronger sense of user trust. Second, the live broadcast of the headquarters can better present the product advantages and product experience to users. From these two dimensions, live broadcast is more of a platform for communication.

On the integration of manufacturers: high coordination between manufacturers and dealers is required

Wang Jing: Mengtian has always been committed to the integration of manufacturers. What kind of structure does the dealer have now?

Qu Fanjun: The dealer channel is the main sales channel of Mengtian Home. In such a sales framework, Mengtian has been thinking about how to adjust the organizational structure of the backstage, the whole business flow from the dealer opening, order receiving to order delivery, and how Mengtian should serve and match the dealers. This is the core point. For dealers, Mengtian's business process should be vertically matched with their business process, not to say that the dealer will operate the store itself after opening the store or inviting investment from the city. Woodwork products are high-end customized products. One is to emphasize the design scheme, and the other is the service delivery scheme.

Wang Jing: There may be game between dealers and manufacturers. Did Mengtian dealer system encounter these problems?

Qu Fanjun: According to the development of China's industry and the evolution of China's marketing model, in the era of channel as the king, the relationship between dealers and manufacturers is indeed a game, because "you are stronger, I am weaker", but in the era of user oriented products as the king or user as the king, in fact, the relationship between manufacturers and dealers should not be a game. Because the value of the manufacturer's existence is the recognition of the manufacturer by the user, under this premise, it should be a high degree of collaboration between the manufacturer and the dealer to serve the user together, which is the way out for the customized product industry. Once there is a game relationship, there must be a clear boundary. Therefore, customized products, especially high-end customization industries, need a high degree of collaboration between manufacturers and dealers. To achieve an integrated model of manufacturers, we should jointly serve users and not be abandoned by users. In fact, users' voice is forcing the industry to transform and upgrade. From the original game between manufacturers and dealers to the current win-win situation of manufacturers and integration of manufacturers, users' voice is determined.

Wang Jing: Are there any challenges or pain points in the integration of manufacturers?

Qu Fanjun: Mengtian has always stressed that in the future, users should have the right to speak. Whether it is manufacturers or dealers, how to obtain the right to speak is crucial. In my opinion, the biggest challenge of the industry is how to build a manufacturer community service model. This service model is determined by the nature of the industry's business model. When we choose a dealer based channel, we must export a standard business model to dealers. How to export well should be the most fundamental and difficult thing.

On Woodwork Strategy: The essence of woodwork strategy is product strategy

Wang Jing: It used to be called Mengtian Wooden Door, but now it has changed. The "wooden door" has been replaced by "wooden work". What is the reason for this change?

Qu Fanjun: It comes from Mengtian's judgment on the industry, because more and more customers will choose more complete home solutions. It really takes a lot of time to decorate, so in this overall stylized and spatialized product, Mengtian focuses on the process of user decoration and contributes to Mengtian's woodwork value. We call it "Mengtian Woodwork Strategy". The essence of the woodworking strategy is the product strategy. Next, the product will develop into a complete woodworking solution integrating doors, walls and cabinets.

On the cross-border strategy of brands: nine elements are the connection points with traditional wood work aesthetics

Wang Jing: Mengtian cooperated with the Imperial Palace in culture to create a strategic conference of "Dreaming of the National Tide, Harmony of Heavenly Creations". It is fashionable across borders. What was the original intention of this strategic conference?

Qu Fanjun: In the product strategy of Mengtian Woodwork, our products focus on three styles: Mengtian New Modern, Mengtian New Chinese Style, and Mengtian New Classic. Mengtian launched the product strategy of "Dream Enjoying the National Tide and the Harmony of Natural Works", which is mainly to expand the space of Mengtian's new Chinese style products, hoping to extract elements from Chinese traditional aesthetic woodwork. National things must have a lot of vitality, so at that time, it proposed nine elements of Mengtian's wood works, which are the connection points with traditional wood work aesthetics, So as to build a complete product style of Mengtian New Chinese style.

Wang Jing: After the nine elements, what kind of layout will Mengtian have in terms of cross-border research and development in the future?

Qu Fanjun: After the outbreak of the epidemic, Mengtian made two major decisions. One was to support the market dealer group to make them run healthily and quickly. Second, product R&D and product upgrading are accelerating, including but not limited to cross-border R&D iterations. In the future, Mengtian woodworking products will provide more complete woodworking solutions around the three styles of Mengtian New Modern, Mengtian New Chinese Style, and Mengtian New Classic.

On the expansion of marketing scale: focus on its core competitiveness and not deliberately seize the share

Wang Jing: Besides the existing Mengtian brand, will Mengtian Home build other sub brands in the future?

Qu Fanjun: This is not a consideration for the time being. Mengtian Home Furnishing Group still focuses on the brand of Mengtian Wood to carry out its existing work. In the industry, it is very clear about its own strategy and direction. Next, how to make Mengtian users get better services is the top priority. In fact, the growth of scale and performance should be determined by customer reputation and customer evaluation. Instead of deliberately seizing more shares, Dream Home has been focusing on its core competitiveness.

Wang Jing: Now the country is also talking about the county economy. In addition to the first and second tier cities, what is the layout of county cities?

Qu Fanjun: Mengtian's positioning is very clear, high-end customization, complete woodwork. In this direction, Mengtian's market now basically covers all major cities in China. In county cities, Mengtian will provide local high-end customers with more high-quality complete wood products solutions.

Talk about 2021 plan: create door wall cabinet integration with wooden door as the entrance

Wang Jing: What is Mengtian's plan for the grand strategic layout in the next 2021?

Qu Fanjun: The industry and users are familiar with Mengtian's positioning of "Mengtian wooden door for high-end decoration", and the wooden door is the company's flagship product and category. However, as the market changes, the demand of high-end decoration user groups changes, requiring an integrated style of door, wall and cabinet decoration. Driven by demand, Mengtian began to transform and upgrade from a single category of wooden doors to the delivery of complete wooden products of doors, walls and cabinets. In fact, Mengtian's position has not changed since the wooden door was transformed into a wooden work. First, the service group for high-end users has not changed; Second, Mengtian's philosophy of providing high-end products and exquisite services to high-end groups has not changed. Of course, the core of woodwork is the wooden door, which is a complete product upgrade from wooden door to wall, wall panel and cabinet products.

Wang Jing: What are the goals of Mengtian Home in the next year?

Qu Fanjun: The specific goal is that the company has its own strategy and plan, and will follow the direction of the company. From my own perspective, it will focus on two cores. First, it will improve the user experience of Mengtian products. Second, improve the organizational efficiency of the company around improving the user experience.

Talk about future terminal stores: terminal stores themselves are user experience scenarios

Wang Jing: Will the design of Mengtianmu's terminal store change in the future?

Qu Fanjun: The terminal store itself is the user experience scene. Users will match their own home decoration style and their own decoration needs according to the store, so Mengtian will also continue to improve and iterate the store decoration, so that a more stylized and diversified store will face different user groups. Of course, Mengtian will also layout and improve the virtual platform, combining the entity and online, To achieve better user experience and efficiency improvement 。

Wang Jing: How does Mengtian guarantee its service commitment to consumers when its stores focus on user groups and outside the stores, products and service providers?

Qu Fanjun: Mengtian takes customers as the center and strivers as the foundation. In the whole Mengtian system, from obtaining the decoration needs of potential users to finally being able to work out the scheme, and then installing and delivering it at the customer's home, Mengtian has disassembled the whole business flow in the past two years, It is divided into eight key business control points (drainage reception scheme order production logistics installation after-sales). In Mengtian's marketing system, the adjustment of the organizational structure is relatively fast. All the adjustments focus on what value the module can bring to customers. If it can not directly create value for customers, the department will be compressed, either merged or cancelled, so that in terms of business philosophy or culture, Mengtian still needs to improve organizational efficiency to ensure more. Therefore, Mengtian is also advocating a culture of customer first, which requires a mechanism to be established, rather than making closed-loop evaluations.

On the improvement of organizational efficiency: in the future, organizational efficiency and strategy must be rapidly adjusted

Wang Jing: The industry has been shuffling in recent years. What do you think of this phenomenon?

Qu Fanjun: It is true that the industry is shuffling, but it has not really been shuffled. It may indeed be shuffled in the next few years. As for whether it can win, no one can evaluate it. Instead, we have to keep running and iterating, and constantly adjust the organizational efficiency and strategy according to the changes of users and the market, so as to achieve the corresponding goals. In this stage, enterprises that want to win must devote all their energy.

Self evaluation of enterprise leaders: give yourself 50 points, and the remaining 50 points will be evaluated by users

Wang Jing: Your personal experience is from home appliances to home furnishing. What changes do you think have taken place in this process?

Qu Fanjun: When we were young, we were participants in the household appliance industry, or grew up there. Today, we are the promoters of the household appliance industry. At that time, when we participated in the battle, we are now commanding the battle, or at the forefront of the battle. At this time, we really need to grasp the trend, grasp each node, and pay more attention to the results. We need to seriously implement them, which requires closed-loop. In this dimension, Mengtian should not only make bold assumptions, but also be cautious in seeking confirmation, and also make decisive innovations in the process of transformation.

Wang Jing: After this year, if you gave yourself a score of 0-100, what would you give? Why?

Qu Fanjun: In 2020, if I must give myself a score, I think I will give myself 50 points. Why give 50 points? For Mengtian, we have a lot of expectations in 2020. We think that many things should be done in 2020, but after the arrival of the epidemic, many rhythms have been disrupted. However, looking back on this year, although the rhythm was disrupted, it seems that it has actually accelerated the pace. Therefore, we have made many quick actions, which makes our strategy clearer and our path to achieve the strategy clearer. The reason why I gave myself 50 points was that we were working hard. The other 50 points were actually the evaluation of users, dealers and the market.

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