——Interview with Guangdong Huibai Electric Co., Ltd. Director and General Manager Liu Xianlong

Busy exhibition in March, CCTV in April, three channels in May at the same time, boldly cut into new media promotion in June, will open the National Investment Conference in August... Since the beginning of 2018, Huibai has been established less than one year ago. The new kitchen appliance brand, with a wave of fierce offensive, constantly shows its own ambition. 'In 2018, I hope to fully sprint the sales target of 50 million yuan. ' Recently, Guangdong Huibai Electric Co., Ltd. Director. General Manager Liu Xianlong In an interview with Aiken Home Appliances, it was clearly stated that this is obviously not a small goal for the newly started Huibai Kitchen, but it is not out of reach.

Guangdong Huibai Electric Co., Ltd. Director and General Manager Liu Xianlong

In fact, just in the first half of 2018, Huibai Kitchen Electric proved its strength with a year-on-year increase of 300%. 'This high growth, although there is a low base factor last year, but if there is no self The support of hard power, without the concerted efforts of all the staff, is impossible to achieve. ' Liu Xianlong said frankly.

What's more, this year, the whole kitchen electric appliance industry is not doing well, and there has been a general slowdown or even a decline. Huibai kitchen electric appliance has risen against the trend, breaking the deadlock and highlighting the encirclement. This kitchen appliance Xinxing, with its business philosophy of “starting with high standards, standardizing operations, and leaping development”, has shown a strong growth force.

Start with a high starting point, not pursue short-term interests

The profitability of the kitchen and electric industry has always been a sneak entrant. However, there are not many people who can really secure a foothold. Especially in the relatively incompetent third- and fourth-tier markets, there are still many chasing short-term profits. Brand.

In this industry situation, Huibai Kitchen has long been like a mirror. Originally, the emergence of Huibai is not a sudden 'airborne'. Its predecessor was Kawamoto Electric, which was established in 1998. It has been rooted in kitchen and electric appliance manufacturing for 20 years. I have done a lot of slouching. This time I entered the kitchen appliance industry in the form of my own brand. It is not a hasty act, but a far-sighted move.

Huibai Kitchen's 20-year growth process

'Huibai is a newcomer to the kitchen, starting later than others, but the starting point is higher than others.' Liu Xianlong clearly said, 'We have 2 million sets of range hoods and 1 million sets of gas stoves, ranking second in the Pearl River Delta region. Large kitchen electric manufacturing enterprises. ' So first-come advantage, let Huibai kitchen electric have the pursuit of long-term interests, participate in the competition and space of greater competition, and build a healthy, benign operation of the foundation, without having to care about playing the ball , the small camp small profit to fight the price war.

From the brand slogan of 'Hundred Years of Quality Wisdom Kitchen', we can also see that Huibai Kitchen Electric attaches great importance to product quality and brand reputation, and strives to be the market structure of a century-old enterprise. Liu Xianlong admits, 'The brand building in the next three years Under the premise of ensuring sound development, Huibai Kitchen will not consider the profit of a penny, and the profits will be put on the market.

Huibai Kitchen Electric's full-class kitchen electric display

Such a strong effort confirms the firm determination of Huibai Kitchen to strengthen the brand. In Liu Xianlong's expectation, Huibai will be a brand without any negative, more stable quality, more worry-free after-sales, consumers with confidence, dealers There is also enough profit margin, you can make money, and you will be more confident. 'In the current more rational consumer environment, both consumers and dealers are more inclined to choose a good brand that can be trusted. ' Standing here A strategic height, Huibai kitchen electric came into being, just to see the trend, stepping on the rhythm of the new era, only to achieve such rapid growth.

With precise positioning and cutting, there is a rule of expansion

A brand with a real pattern will have a long-term vision and a good expectation. Based on the clear understanding of the current industry status and its own competitive advantages, Huibai Kitchen has found its precise positioning and strategic direction before entering the market. Products, based on the third- and fourth-tier markets. Liu Xianlong believes that 'the brand pattern of the first and second-tier markets has basically formed, but the market in the third and fourth grades is still at the stage of brand melee, and the demand for kitchen appliances is far from saturated. For new brands, There is a chance to come up later. ' ,

The capital that comes from the future is the core competitiveness of 'high cost performance'. 'The company has four production bases, four testing centers, and advanced production, testing, research and development facilities, Huibai kitchen appliances, from the whole machine to the parts. , are independent research and development, without any processing costs, have already occupied a very large advantage in manufacturing costs. ' Liu Xianlong continued, 'With the hood as an example, the same quality requirements, light manufacturing costs can be lower than others 100 to 150 yuan. '

For Huibai's new range hood, Liu Xianlong is like a few treasures.

In addition, 20 years of immersed head manufacturing, trained the calm gene of Huibai kitchen electric, 'we will not rush to find a place to sprint, blind expansion, but will expand the market according to the size of the company, expand the team, such as 2017 At the beginning of the year, we will first open up three key markets in South China, North China and East China. By 2018, we will start the northwest and southwest, and concentrate resources on the cutting edge to avoid unnecessary waste of marketing expenditure. , and can be solidly supported by the customer after the introduction of the work, under the premise of quality and quantity, steadily advance, this is the investment criteria of Huibai kitchen electric. 'Liu Xianlong stressed.

'Open a network, you have to survive a network. Not to make money, issued a goods, let it be self-destructive.'

'The assessment requirements for marketing personnel are not purely based on the number of development indicators, but more emphasis on the quality of outlets.'

... It is not difficult to find that Huibai Kitchen's expansion path has its own rules. With the original intention of 'doing the brand with heart', Liu Xianlong firmly believes that from the very beginning, the foundation will be laid, and there will be later Fenghua Zhengmao. It is a new-born brand, but it has the growth logic of sustainable development. This has caused many high-quality dealers to pay attention to Huibai Kitchen.

Huibai kitchen electric outdoor display

'As of now, Huibai Kitchen has already had about 50 first-class agents in the country, nearly 1,500 sales outlets. In the May and July of the off-season of kitchen electricity consumption, many first-class agents are still In a busy state, actively marketing, developing the secondary market to meet the arrival of the second half of the peak season. ' Liu Xianlong said with delight.

And this high-spirited spirit, vigorous and vigorous, will help push Huibai kitchen electric power to a new level.