In 2020, a sudden new coronavirus pneumonia swept across China. Under the catalyst of this epidemic, China's sanitary ware industry may be facing the biggest test since the reform and opening up.
For changes, terminal feelings tend to come more quickly, more sensitively, and more intensely. Faced with the ever-changing market competition, the sanitary ware industry, especially the dealer group, is facing inevitable battles and must save itself.
The Guangdong Sanitary Ware Chamber of Commerce and the New Sanitary Ware Network launched the "China Sanitary Ware Industry Terminal Anti-epidemic Action" to talk to front-line dealers, understand the market voice under the epidemic, and explore market opportunities under the crisis, so as to overcome the difficulties and fight the epidemic together. !
This time we were fortunate enough to interview Mr. Lin Xiaodong, the Ordos dealer of Aloni bathroom cabinets.
Dialogue character: Lin Xiaodong
Agent brand: Aloni bathroom cabinet
Character introduction:Ordos dealer of Aloni bathroom cabinets, general manager of Inner Mongolia Huitianxia Building Materials Co., Ltd.
Founded Huitianxia in 2015 and has been the agent of Aloni bathroom cabinets to this day. In just five years, Lin Xiaodong has spread his pioneering footsteps throughout Ordos. The company has grown in scale and developed into a professional bathroom and home furnishing service provider.
In the most influential local building materials city, Lin Xiaodong owns four stores, an independent office and a 2,000-square-meter warehouse. With annual sales exceeding 20 million yuan, he firmly occupies the local high-end sanitary ware market.
Aloni adheres to the high-end brand image of originality and personalized customization, and also follows Lin Xiaodong's expansion pace and penetrates into the local consumer market.
The market situation is not optimistic. How to survive and develop?
The sudden outbreak of the new coronavirus pneumonia in 2020, this sudden black swan, created the "longest Spring Festival holiday in history" and had a strong impact on the domestic economy and dealers in all walks of life. At present, although domestic epidemic prevention and control has reached the final stage of victory, countries around the world have "lost ground" one after another.
The crisis spread around the world. Faced with the sudden epidemic, Lin Xiaodong initially felt very anxious. He said the pressure came suddenly because he had never encountered such a situation before.
Manufacturing, real estate, and infrastructure investment have all been affected in the short term. Even if physical dealers have difficulty resuming work, they will still encounter bleak customer traffic, and sales will inevitably be unable to keep up.
Although the market is not optimistic, Lin Xiaodong, who has many years of experience, quickly calmed down, thought calmly, and calmly dealt with the impact of the epidemic. He said that when facing pressure, one must remain calm.
Crisis is full of opportunities. We must survive in crises, seek opportunities in survival, and seek development in opportunities.
Seeking a new beginning: new model, new direction, new way out
“Affected by the epidemic, the customer flow in the store has dropped sharply, at least 50% lower than the same period last year.”
With offline traffic sluggish, Lin Xiaodong actively turned to online to seek new ways to break through. With the support of Aloni headquarters, the Ordos region launched a methodical online marketing campaign.
For example, Aloni headquarters has organized many activities such as online store shopping mode, VR exhibition hall opening through mini programs, WeChat community activities, online live broadcasts, store visits at home, bringing new customers to old customers, and fun welfare groups. Carry out product sales and promotion, and also allow consumers to shop happily online anytime, anywhere without leaving home, contactlessservices, one-on-one online negotiations with customers, and new ideas and new models for dealers’ online stores.
These attempts at new models have achieved explosive results in the Ordos region, injecting a boost into the sluggish market amid the epidemic.
Regarding the initial success of the transformation, Lin Xiaodong also summarized the company's three core advantages: professional consultative sales services, excellent brand strength, and efficient after-sales service.
First: Professional consultative sales service.
Lin Xiaodong said that the company's steady development is inseparable from an excellent team. We have a strong sales consultant team, with a total of more than 20 clerks and related services in four stores. Not only do they work hard and enthusiastically in daily work, but they also work hard during the epidemic. During this period, we did very complete epidemic prevention work to ensure the safety of customers and employees. Each department performed its duties and worked together to overcome difficulties. During the epidemic, we did not forget to protect customers and solve problems for customers. They were very proactive. I would like to thank them for their efforts. .
We will carry out our sales services based on the customer's product, price, and functional requirements, and provide one-stop services such as bathroom renderings, construction drawings, water and electricity construction guidance, supervision, etc., provide real-time feedback on our service progress, and communicate with customers Designers and construction related personnel carry out multi-party cooperation and connection, so that our customers can enjoy professional consultative services and serve every customer with heart, which is the core requirement of our team.
Second, excellent brand strength.
The relationship with Aloni’s customized bathroom cabinets was Lin Xiaodong’s careful consideration. Lin Xiaodong said that when we first chose the agent brand, we heard about the fame of Aloni bathroom cabinets.
So we first went to understand the brand’s history, market positioning, market reputation, business philosophy and consumer feedback, etc. We found that we coincided with Aloni’s ingenuity concept, and finally decided Operating the Aloni bathroom brand.
Facts have proved that Lin Xiaodong’s choice was correct. Over the years, the Ordos Aloni team led by Lin Xiaodong has achieved rapid development and impressive performance in the local area, which is inseparable from the brand strength of Aloni.
Years of brand accumulation, stable and excellent quality, ingenious and excellent services, and a rich selection of customized products have allowed Aloni to win an excellent reputation in the local area.
Third, efficient after-sales service.
Lin Xiaodong said that through years of experience and team building, we have a complete installation and after-sales team. Our customer service and installation after-sales department has a customer service director, a customer service specialist, and two technicians with more than ten years of installation experience, and related There are more than ten service personnel in total.
Adopting an installation dispatch system, corresponding to professional products, we use professional installation technicians, have thoughtful service processes, and a strict customer satisfaction return visit system. After-sales service, classified processing, emergency after-sales service will be processed within 2 hours, non-emergency after-sales service will be processed within 48 hours.
Work together to overcome difficulties
Faced with the sudden epidemic, Lin Xiaodong said that in times of suffering, true feelings are more apparent. Manufacturers, shopping malls, and dealers must work together to overcome difficulties together.
Lin Xiaodong introduced that our Aloni bathroom cabinet headquarters quickly issued corresponding policy support to give our dealers strong support and assistance.
For orders placed during the epidemic, we will provide ordering discounts and logistics freight subsidies, as well as guidance on various marketing activities that will be carried out simultaneously. It is very down-to-earth and effectively alleviates some of our expenses. Our dealers also use these policies to pass on profits to our consumers, who get real discounts when buying our products.
In addition, Lin Xiaodong said that as the vice president of the Ordos Building Materials Chamber of Commerce, the Ordos Federation of Industry and Commerce and the Chamber of Commerce immediately issued the "Initiative" on working with shopping malls to warm up during the epidemic, overcome the difficulties, and do a good job in arranging and supporting business. "Book" to several local building materials and home furnishing shopping malls, hoping that the shopping malls can provide certain policies to merchants in terms of rent reduction and exemption based on their own actual conditions. Shopping malls are also actively formulating corresponding policies to reduce the burden on merchants.
The Ordos government has actively made relevant policies to control the epidemic while actively assisting various enterprises in resuming work. All local building materials and home furnishing shopping malls have basically been opened. It has also cooperated with banks and financial-related enterprises to issue a series of measures for small and micro enterprises. Loan support.
Adapt to changes and turn crises into opportunities
After the epidemic passes, the market will definitely improve. The situation in physical stores this year may not be optimistic and will be affected to a certain extent. At the same time, when danger occurs, it is often accompanied by new opportunities.
For example, the outbreak of this epidemic has accelerated the rapid development of our smart bathrooms, which is a good opportunity. The general environment determines the future of the market. Just like the emergence of smart phones now, it has broken many people's living habits, consumption habits, and cognitive habits. In the same way, the emergence of smart bathrooms has made people's lives more convenient and made our home environment more comfortable. This is a trend. Lin Xiaodong analyzed.
Lin Xiaodong predicts that in the next few years, consumers will have more demands for smart toilets, smart bathrooms, etc. The cloud connection between bathroom products and the overall home will pursue personalized customization in terms of functions and product appearance. There will be higher requirements, product maintenance will be required to be more convenient and efficient, and product cost performance requirements will be higher.
When more new business opportunities appear in the market, companies must actively transform based on their own conditions, put customer needs first, and better provide consumers with high-quality services is the key.
As the saying goes, "Misfortune lies on the back of blessing, and blessing lies on the back of misfortune." Opportunities are always reserved for those who are prepared. Only by being proactive, altruistic thinking, and constantly innovating can we gain a foothold.
(This article is provided by the enterprise)
