Often hear similar feeling: Who is this? What is this? I can not keep up with this trend. I have heard of this news ...... hey, I'm really out of date ......
In fact, it is not entirely "out of date" that the word is so simple and absolute. Just as the chairman of Vantage shares Pan Yejiang said, this is a high-speed operation of various information and elements under an era of rapid demobilization. It is just as young as fashion Trend, fashion, these words always appear the same, sometimes, not your slow pace, but others are accelerating bolted.
Rapid development of the current rapid development of the kitchen appliance industry, is condensed into a storm of centripetal force, more and more enterprises exposure, the scale of billions of billion, but as one of the few '50 + + 'club kitchen Vantage, a member of the Group, which has been making its mark with many competitors, still maintains a vigilant corporate style. As Pan Yejiang often mentioned, "I often have a sense of crisis and I am afraid of falling behind. Now Vantage is Can not you be faster?
Based on this, we have seen Vantage's great transformation around 2015 and once again speed up under the new goal of being the "world leader in high-end quality kitchen space." In July this year, Vantage's immediate and medium-term targets were adjusted to 'three Ten Billion Dollars in a Year, Two Billion Dollars in Six Years, and a goal that is more detailed and gradual than before.
However, the target needs to be implemented, the new positioning of the new goal is to leave the marketing team on a channel market how to cut and occupy the position to be solved .New administration Vantage Marketing Group Vice President Han Wei Vantage marketing will be carried out A new carding, then, in the specific implementation level, what kind of tactics?
Vantage shares vice president Cai Xiaojun marketing
In response, "Aiken Appliance" interviewed Vantage shares vice president of marketing Cai Xiaojun, who worked in this business for 14 years, 'Old Vantage', its targeted gives a practical level 'Double-stick plan': how to find opportunities close to consumers? And how to make marketing to users, dealers intimate? With the floor plan detailed interpretation, perhaps we can more intuitively insight into the current Xinhua Di .
Channel optimization, output a new image
From theory to practice, from high buildings to affixed to fly, marketing to Vantage, in the implementation of the surface, the most basic and core requirement is 'landing'.
Go 'wisdom +, Fashion home 'line has never been a slogan and talk.Redefined consumer level, the high-end is not relying on product innovation, the price goes up so simple, but also the need to channel aided by a high standard of image output to be against.To this end, Vantage The marketing team responded quickly to the market and became flexible, and the most important change was that new components emerged in Vantage's existing channel system.
According to Cai Xiaojun revealed that the company currently has four major channels, accounting for: 53% of stores, stores KA 20%; e-commerce channels 22%, 5% of the project channels.This, accounting for the proportion of stores, in addition to the standard Store and brand franchise stores, the new store contains a Vantage store image of the flagship store changes.
Vantage efforts to create a symbol of the high-end changes in the flagship store
Since the second half of 2016, Vantage's high-end and fashionable brand image has been put into store. Up to now, more than 200 flagship stores have been set up together with a higher display style, a more complete product array and more catering to young people Consumer groups to shop interactive experience through the flagship store outlets, the image of the change, against the high end of the tonal shift.
In this regard, Vantage shares Han Wei, vice president, said bluntly: For the kitchen and other large products, the physical store experiential marketing is gradually warming up, the user is also from the purchase of cheap to the purchase experience changes, highlighting the vitality of experiential marketing To provide consumers with more outlets, more diversified high-end smart kitchen electrical purchase and service is Vantage's mission and responsibility.
On the one hand, Vantage, on the one hand, integrates some of the less-profitable specialty stores and counter stores in the traditional channels and fully optimizes and upgrades existing standard stores and opens up flagship stores to boost single-store output. On the other hand, Actively explore the third and fourth tier cities market, continue to sink channels.
Through the Vantage 2017 semi-annual report we can see that in the first half of 2017, there are 318 new specialty stores, with 2947 Vantage standard stores, 5672 township outlets, 1175 community outlets, 2111 KA stores, and the brand flagship store 78. Has 970 Bode brand stores, township outlets 2700, KA stores 128. Channel coverage ranks first in the industry, so Vantage marketing team will undoubtedly be the fastest, most direct and consumer demand for bonding. 'Channel optimization, we must infinitely shorten the distance with the user, we must infinitely close to this part of the needs of users.' Cai Xiaojun talk about the double stick 'close to the meaning of a word understanding.
Benefit from this, in the third quarter just over the past, Vantage continued to maintain the steady growth of channel stores, and the growth rate to further accelerate and achieved a new round of high-yield .Vantage 2017 third quarterly disclosure of the latest disclosure of Vantage revenue 13.76 billion yuan, an increase of 32.08% over the same period last year, attributable to shareholders of listed companies net profit of 76 million yuan, an increase of 62.45%, brokerage analysis of its high growth rate of one of the reasons include the Vantage reform in the channel Significant.
Concerned about the non-quantitative format, to explore new routes of shipment
Another important change is that Vantage pushed up its new affiliate marketing and started focusing on the non-quantitative format represented by engineering channels and accelerated its entry into the market in the past two years 2017 Q3 During the reporting period, Vantage The successful signing of the Poly, Greenland and other strategic customers, as well as earth Rabbit, Fung Chi and other Internet home improvement channel platform.
Cai Xiaojun frankly said, 'While this format is difficult to quantify, using standardized modules for system management and analysis, but the number of registered home improvement company has more than 120,000, only according to a 100 single year's volume to calculate the market is huge Therefore, in the eyes of Vattel, the home improvement company belongs to the sales front section of its product category, which is a new route for shipping and hopes to take part in the front end of the marketing chain more.
Vantage also through the incremental and stock market to split the user purchase path incremental market mainly depends on the rate of urbanization, while the stock market is mainly based on second-hand housing renovation needs in the latter implementation process, decoration companies will be involved.Obviously, If only concerned about the self-channel and KA channels, Vantage and the user in the front-end sales cut off.
To find more opportunities close to the consumer, is Cai Xiaojun has been planning and thinking, 'the first step out of the purchase path, it should be where we want to meet with the user.'
As a result, an approach to shortening the 'close' plan has gradually taken shape as a whole: in the future, Vantage will further reduce the proportion of KA and specialty stores in the process of further expansion in scale, continue to focus on the non-quantitative format and seek preferential products Possession of a place for the latter part of the drain and new shipping route to clear.
It is worth mentioning that with the recent introduction of the 100% Refined Decoration Policy in cities such as Zhejiang, Shanghai and Shandong, that is, the goal of fully supporting 100% hardcover by 2020. Jiangsu, Beijing, Henan, Sichuan, Hainan and other places to develop a rough out of the countdown, fine decoration market tide advent, in order to meet the hardcover matching rate, large-scale housing enterprises have set up subordinate material collection company, improve the supply chain.
In this regard, Vantage started layout as early as a few years ago and set up a special operation team to maintain strategic cooperation with Evergrande, China Shipping, Longguang, etc. to establish a pre-access, Drainage channels, but also pave the way for future housing support, and better Vantage channel profitability.
'Nanny' should be 'political commissar' should be more
In many cases, the marketing team of the enterprise will make suggestions for the dealers and provide policy support and activities to help .Industry insiders to the author made a metaphor: one-stop service is not only the object of the purchase of customers, but also include joined customers. To do business with family members, marketers have to do a good job 'housekeeper' mentality is the so-called 'closer distance, is caring'.
In fact, following the succession of Marshal Pan Yejiang, Vantage has implemented a series of new policies and programs in all aspects of production, products, brands, channels and services, and the key to truly realizing the high-end strategic transformation of enterprises lies in People. In my own words, 'people without cohesion, can only be called the crowd, can not call the team.' And a great era dedicated to Vantage, the need to mobilize all staff, suppliers and distributors of unity of thinking, a common goal of condensation Under to promote fast forward business.
Vantage launched an active group of dealers, held a unified marketing session
At present, for the Vantage marketing team responsible for land advancement, many of the channel partners who deal with Vantage have served Vantage for more than 10 years and have rich market experience, many of whom are channel partners Vantage grew up with the veteran, with its thirty-four market place deep plowing, only the first volume of Vantage .Therefore, in front of the goal of Xintiandi, regardless of age, identity culture, work together to build a win-win situation The key to 'interest community'.
In this way, Vantage marketing team alone will not be enough to meet the needs of the development of the Xintiandi as a domestic nanny, and will have to do ideological work and be personally intimate, so that it is again given the position of political commissar by the times.
As Cai Xiaojun said, from 2015 the company to build a new strategic system, to make the appropriate new strategic decisions, the level of acceptance of new and old dealers do exist uneven, such as in the flagship store, to inventory and other matters , Quick follow-up, wait and see, questioning, the emergence of various reactions are customary.
"After 2015, we abandoned the traditional sales ideas, from simple selling, policy-driven to seek approval and reach a consensus, and then we can successfully open new stores, high-end, efficiency." Cai Xiaojun admitted that only in 2017 More than 50 customer communication meetings were held in half a year. Through in-depth communication, it even involved the meticulous level of dealers' sales budget, financial analysis, annual planning, outlets layout and organizational structure confirmation, and set up 23 provincial offices nationwide , 8 regional management platform, and dealers around the docking and service well.Because we adjusted to the same step by step, channel distributors began to benefit from the positioning and transformation.
A notable example is the Nanchang Jingjing Electric Appliance Sales Co., Ltd., Vantage marketing team to study the situation, by helping them sort out the channels, the implementation of the old model clean-up, the overall product switch, six months to create 20 new stores, the joint opening, urban Lastly, the profitability of the dealership was adjusted from 3% net profit margin in 2014 to 12.8% in 2016, doubling sales volume and the product mix also keeping up with the output of the high-end image of Vantage Claim.
At present, Vantage is still advancing the adjustment of its customers in an orderly manner. Apart from doing the so-called "political commissar's ideological work" and the "nanny's" assistance work, Vantage will also take the example of "majesty" of the army in actual operation Dealers in the local market share, product retail price and service quality of the three aspects and the difference between competing products as an assessment lever, and ultimately determine the customer's operating ability, anti-risk ability, channel layout capabilities and the ability to open flagship store whether In line with the rapid development of Vantage requirements.
Solid peiyuan, nurturing a new circle
Marketing needs the support of distributors, but in the final analysis the important output object or consumers, the definition of marketing is exactly how manufacturers and consumers to make connections.As mentioned in the beginning of this article, the consumer groups are changing, The 'Internet +' era is changing the business logic and rules of the game, the traditional production organization, the channel model is not enough to adapt to the rapidly changing situation of the new environment.
Perhaps because of this, Marshal Pan Yejiang will continue to emphasize in front of the media, I hope Vantage can run faster, faster and faster.Obviously, here 'faster' more emphasis on the effectiveness of Vantage marketing landing, whether it is open Flagship store, the drainage channel front section of the project, or the level of unity at the dealer level, and ultimately to show to the user, are all covered with young faction, fashion sense and affinity of the Vatican.
It is with this promise, Vantage marketing comparable to 'land march' team, will be able to develop a very practical 'double stick combat' plan, eager to direct contact with users, and the demand posted The nearest place, become particularly warm and cautious. For example, experience, such as service.
In June this year, the newly opened flagship store in Wuxi Vantage using the new SI standards, is to create another great experience line store
The former refers to the flagship store as an important medium for online channels and offline channels through the fashion image of the fashion changes to achieve online drainage, offline product extension experience to user information integration, product platform merger, Shorten the communication distance and improve the efficiency of a single store to create a suitable experience for young consumers into the store into the rich experience of the scene; the latter is based on safety inspection of the value-added services involved, through regular cleaning and maintenance, Fuxin replacement, to achieve closer to the demand, 'solid peiyuan' process, to consolidate and protect the old users, with their circle, to develop and connect the new customer base.
In the final analysis, a sentence of top ten million is, Vantage marketing 'double paste' rapid progress, will always follow the company's strategic trajectory and move according to the potential in this ever-changing consumer era, partners Ye Hao, service The object worth mentioning, first of all as the 'people' values and concepts, needs and satisfaction, are being affected and changing. Vantage marketing, can not be the same, but to keep pace with the changing, so as to be relatively Quiet, let the heart be determined, look at the industry cloud cirrus.
