Shunde, which has gathered a number of home appliance companies, ushered in a brand new brand, Benwin Binwei, and chose air conditioning as the first breakthrough. Zhong Jingming, general manager of Guangdong Binwei Intelligent Technology Co., Ltd., wanted to use an air conditioner. The industry's new idea of 'contrary to the trend' has entered the already fiercely competitive industry and set a clear scale target: to reach 600,000 units in 2020.
Realize online and offline integration sales to resolve conflicts of interest
What kind of new ways will Binwei use to enter the stable air-conditioning market? General Manager Zhong Jingming first explained his analysis and understanding of the industry to the Aiken Power Grid, that is, the current sales scale of e-commerce in the air-conditioning industry continues to increase. Under the agent's living space, the contradiction between the two lines is difficult to balance.
Therefore, Binwei proposed to open up the two lines of integration, generate orders through the e-commerce platform, and then send orders from the Binwei internal intelligence system, which is distributed and installed by the agents, installed under the online drainage line, and created online and offline. The combination of business and new home appliance brand of business model. Binwei chose to support offline agents, but took a few brands to try, which is a brand new opportunity for agents who are facing a difficult transition.
“Benway products will comprehensively cover mainstream e-commerce platforms such as Jingdong, Tmall, Suning, and online sales. As long as agents receive online orders, they can receive installation fees, distribution fees, profit subsidies, etc. Subsidy, 'Jing Jing Ming said that regardless of whether it is e-commerce or offline sales, all revenues beyond the platform and operating costs are returned to the business, why not.
Completely flattened channels, fully developed county-level agency
In an industry environment where the proportion of e-commerce is high, the traditional air-conditioner large-scale distribution model has high cash flow requirements for large-scale agents. On the other hand, the profitability of distributors is constantly being compressed, and the enthusiasm is greatly reduced. Combat. As a new brand, Binwei will use a lower threshold to attract the largest number of merchants, reduce intermediate links, and allow merchants to make the most profit.
Zhong Jingming told Aiken Power Grid that Binwe removed provincial and municipal agencies and adopted county-level agents. According to public statistics, there were 2851 county-level administrative regions by 2016, and the company plans to complete 2,000 years in 2-3 years. The development of more than one effective channel, each county-level agency only needs 50,000 yuan to obtain the agency rights, but it must have the county installation, distribution, after-sales maintenance qualification team, to achieve the integration of terminal sales outlets and service outlets. It will not only increase the income of the agents, but also help the brand to accumulate good reputation and increase brand recognition. In the planning of Binwei, the training of the installation team will be strengthened in the future so that the latter will not only be competent for the installation work but also be able to serve concurrently. Promotion, sales, recommendation by the real front-line professionals to the user brand.
Business startup funds do not need much, do not need full warehouse inventory, achieve sales goals or outlets are built well, a business can also apply for more than one county. 2018 company plans to develop 400 to 500 agents, complete 12 to 15 Million sets of sales. For the new force Binwei and agents are risk-controllable, visible results.
Positioning boutique to users enjoy the five-star smart home
Unlike many emerging small and medium-sized brands, Pingwei has a precise positioning and is committed to building the world's leading home smart consumer electronics brand, creating a creative, simple, refined, and tasteful style.
English Benwin represents beautiful (excellent) + excellent (contact) + noble (win) = win (success), Chinese brand name Binwei, 'bin' represents a home away from home, emphasizing to provide users with distinguished service, 'dimensional' representative in every possible way , With intelligent products to meet the diverse needs of users. Binwei Air-conditioning is currently working with domestic mainstream brands in the form of OEM, focusing on product configuration and performance, abandon the shoddy, fashion design, health, intelligent function boutique training market and brand awareness degree.
Binwei cooperates with PICC, Quanguolianbao, Jingdong to help after-sale, machine for 6 years, and compressor for 10 years. And Binwei's model can ensure that every product sold has a qualified team for installation, after-sales, and maintenance.
Although the establishment time is still short, Bin Wei's general manager Zhong Jingming has full confidence in the future development prospects of the company. 'Because there are already customers, home appliance manufacturers have expressed great interest in the company's planning and recognition, many have joined it,' Zhong Jingming said The plan will be implemented step by step, achieving a sales volume of 300,000 to 400,000 units by 2019. It will not be difficult to achieve the target of 600,000 to 800,000 units by 2020. Although in the short term Benwin does not have a plan to build a factory, it is currently under the tide of domestic air-conditioning capacity expansion. , enough to meet the company's demand for exquisite air-conditioning manufacturing. Zhong Jingming, general manager, said that now Binwei is doing work is actively used in the county-level businesses to find the right partner, if the business is concerned, if you seize the opportunity can be from the Bin Wei Gain more revenue.
