The original agreement with Han Wei, Vantage's vice president, was set at half-past nine in the morning, but it was not until the afternoon of the same day that "Aiken Appliances" was told to go there.
'I'm sorry, I had a day's meeting today.' "At this time, Han Wei was in a casual dress before us, and he greeted us to sit down and expressed his apology when he drank and cleared his throat. One day, but his voice is still very loud, did not feel any fatigue.
In fact, this fast-paced busy state should have become commonplace for Han Wei. Since 2015, Vantage, a veteran kitchen and power company with more than 20 years of development history, has embarked on a massive brand restructuring process and established a high-end According to the vision of Vatican Chairman Pan Yejiang, Vantage should be built into a leader in the global high-end quality kitchen space.
On the surface, the transformation of Vantage aims to change the slightly aging brand development situation, but the root cause is to adapt to the new era background, through the brand rejuvenation in order to attract and meet the post-85, 90-based younger generation Consumer demand changes.
Han Wei, as the vice president of executive marketing, naturally shoulders the heavy responsibility, because in a sense, the essence of marketing is the process of establishing a link between enterprises and consumers, that is, the Vantage Marketing System , We need to change consumers' inherent cognition of the Vantage brand for a long time, so as to transfer the brand elements of high-end, fashion and intelligence to increasingly critical and changing consumers and make them feel that Vantage is a relatively cool brand.
This is obviously not an easy process.
Vantage shares Han Wei, vice president
Vantage in the new era to be rooted in the minds of consumers
From Han Wei's own resume, he has a wealth of experience in the retail, home appliances and other industries, has experienced the international retail giant to enter the Chinese market, the rapid layout, and the brutal competition in the home appliance industry, christian louboutin, not only that, in the government Vantage Prior to marketing, he also worked as a private consultant and reached a consensus with Vantage Chairman Pan Yejiang.
Han Wei told "Aiken Appliance": "I have a similar opinion with the chairman on many aspects such as fashion and internationalization, etc. It is based on mutual trust and agreement with each other that we can say that we have a belt There is no need for any break-in process with consensus starting to work.
In fact, it is also this valuable experience that gave Han Wei a deeper and unique understanding of the current kitchen and electrical industry and Vantage's transformation.
In his view, relative to the development of more mature, more popular appliances, kitchen appliances attention is still relatively low, most consumers do not have a very clear understanding of kitchen appliances brand, in many ways But also need enterprises to conduct their own guidance to develop their mind.So in a sense, leaving room for the difference between the development of kitchen electricity companies will be great.
Although Vantage had previous signs of aging, the overall development of Vantage is still healthy and steady. Over the past 20 years, it has accumulated some specialization and maintained its position as one of the most important domestic kitchen and electric appliance enterprises Today, with a clear vision of what it takes to be the global leader in high-quality kitchen space, Vantage has the opportunity and the ability to achieve greater breakthroughs.
'At present, with the rise of the younger generation of consumers, the trend of consumer upgrading is more and more obvious, and those high-end, intelligent and quality-conscious kitchen appliances are naturally more favored. At the same time, after the material civilization reaches a certain stage, Humanity needs more spiritual things, but in the pursuit of beauty and fashion is precisely the most decisive.So we want to give Vantage brand fashion elements, allowing users to purchase and use of Vantage products, there can be a spirit of satisfaction. '
Therefore, I think the strategy proposed by the chairman of the board, which is the leader in the world's high-end kitchen space, not only meets the development needs of Vantage under the new characteristics of the times, but also ensures that the Vantage brand can take root in consumers 'hearts.'
Han Wei appeared on the Vantage 2017 brand launch on September 20
Quick hit slow, Vantage new brand strategy quickly landed
After a clear brand new strategy for development, Han Wei and his marketing team needs to be done is to brand new Vantage brand to show.
HAN Wei said frankly: 'The pace is indeed very fast, there are many things every day requires rapid decision-making and rapid promotion, but because all our behavior is around to become' global leader in high-end kitchen space 'strategy Expand, so the implementation of high efficiency now.
This high efficiency in marketing change is mainly reflected in two aspects, the first is the rapid switching products.It is understood that since the brand transformation, Vantage accelerated the pace of product updates, including range hoods, gas stoves, including Products are planned in accordance with a 24-month cycle. In other words, a product life cycle of only two years, two years later there will be a new set of products available. "Han Wei said bluntly: 'As long as it is not suitable for Vantage Future development of the product, we all cut off.
Second is the wisdom +In addition to a comprehensive update of the product, Vantage also upgrades the store design, terminal output, brand image, etc., so that all aspects of the enterprise and fashion, smart hook.
From the effect point of view, with the 'magic mirror' range hood, 'magic dish' suspension gas stove, 'magic box' steaming machine, 'three body' health dishwasher, TA2 full-time constant temperature water-cooled gas water heater A series of new products have been launched, Vantage's product power has been significantly improved.
According to the statistics compiled by China Yikang, the prices of Vantage hoods and gas stoves rose 17.6% and 12.4% respectively from January to September this year, ranking the top in the industry. At the same time, by inviting celebrity endorsements and generous handwriting Putting into entertainment, continuing to upgrade the image of VI and SI, speeding up a series of positive initiatives such as the layout of flagship stores, the image of Vatti's brand "Tide Brand" has also become increasingly clear.
Just recently, Vantage released the third quarterly report of 2017, Vantage revenue of 4.083 billion yuan in the first three quarters, an increase of 30.94%, net profit attributable to shareholders of listed companies reached 312 million yuan, an increase of 54.91% .In the product upgrade , Brand marketing and channel development have achieved significant results in the reform.
In response, Han Wei said very modestly: 'Actually, Vantage has not done any major events in these two years and has done something visible and touching around a clear goal. Different words, that is, the new Vantage team are more motivated to do these things, more willing to go from the details to do these things.The reason why the kitchen and electrical industry can be reflected in a new attitude, more by these small things piling up The result
Enhance their horizons and promote Vantage's further development
Now, Vantage's brand transformation is still accelerating progress, and will not be slacken because of certain phased achievements.
In Han Wei's opinion, the future of the kitchen and electric appliance industry must be toward refinement and specialization to develop.For Vantage, since positioning itself as a fashion, international brand, it must be in the brand Has always maintained in all aspects of consumer acceptance and attention, and constantly improve the entire team's vision has become a part of Han Wei spare no effort to create.
Han Wei said, 'In dealing with a thing or thing, a person's aesthetic, feelings and vision will affect their behavior and actions in this regard, I think there is still a lot of shortcomings in our entire marketing system, especially in Globalization, understanding of fashion is far from enough.
In view of this, while Vantage invited HSBC Business School of Peking University to give lectures to senior executives and core agents of Vantage, Vantage also promoted a team of people who could learn from each other at anytime and anywhere, so as to constantly improve their horizons.
'For example, through cooperation with the fashion group, our team has further deepened the understanding of fashion; for example, through the exchange with the fresh horse box team, we have learned more about the processing flow of some raw and semi-finished products. For another example, And Tmall, Jingdong and other e-commerce platform docking, we also come into contact with the latest technology and brand play ... ... all of these can become our access to knowledge and enhance the horizons of the path.Finally, it is now the consumer changes Too fast, you never know what they will like the next second, we as a brand side, only through continuous learning will it be possible to keep up with the changes in their needs. 'Han Wei further examples of Vantage to enhance their horizons Importance and urgency.
It should be said that Vantage has become one of the most active kitchen and appliance brands in the past two years through the rapid implementation of brand transformation and efficient execution. Now, in the territory of China's kitchen and electric appliance industry, 5 billion + battalion There are only four enterprises that receive the scale, and the head effect is more obvious.
However, Vantage's "ambition" is clearly not limited to this. Pan Yejiang's goal of "three years of 10 billion and five years of making firsts" has been further formulated this year into '10 billion for three years and 20 billion for six years From Han Wei's point of view, in addition to the pressure from the specific figures, he also hopes that by supporting Pan Ye Jiang, Vantage create a good impression for all consumers, all employees have a sense of pride, all investors have the look forward to A sense of kitchen top enterprises.
