Mr. Li Yexun, deputy general manager of marketing, has been working at Geshi Tao for 10 years. He is an old and qualified Gushi Tao person. During this time he was very busy, new product orders, store decoration and dealer reception work matters, which delayed our interviews three times. On the afternoon of May 31st, in the office where he had a faint light of tea, we started this interview. With the deepening of the interview, the author found that he was modest, repeatedly stressed that he was not good at talking, do not know what to say, but chatted about the terminal market, chatted about new products, chatted about the store decoration, chatted about marketing plans, but he is well-informed, Talking about it, the body seems to emit a glowing glow, I think it is the charm of confidence. Of course, the interview process was still interrupted several times because he was really busy.
There is strength to reverse the trend of red [writer] Li Zong, hello! Thank you very much for taking time out of our busy schedule to accept our interview. I heard that you have traveled more than half of China on this business trip. What is the current situation in the terminal market?
[Lee Ye Xun] Relatively speaking, this should be the quietest year in the market. In many places, the building materials market over the weekend is sparse.
[I] This is not what many people call "winter"?
[Lee Ye Xun] "Winter" is not a new word. From the beginning of 2009, it is called "Winter" every year. However, the new brand is still open and the business is still being done. There are still many companies whose sales are doubled. Not so much as "winter", I prefer to compare this to "the ebb and flow." Market boom is a period of high tide. With the help of water, everyone is “easy to navigateâ€; at the time of the low tide, there is no water blocking and the company’s strength is clear at a glance. There is no water in the current market competition. It is real and only the strong can persist until the end. Our Geshitao brand has been in operation for 10 years, has a good market reputation, and is backed by the 20-year strong foundation of Guanxing Group. Even if the ceramics industry is now in the “winterâ€, we can create a miracle that goes against the market.
Now the market is generally not very good, but our dealers are willing to invest funds to transform the storefront, or even completely renovated or open new stores. Because our chairman and Mr. He had the courage to invest 7 million in the headquarters for the upgrade of the exhibition hall, and the upgrade was very successful. The exhibition hall renovation will be applied to the creation of each model between the 1:1 reality display. The layout of products, accessories, and even prototypes is very scientific, professional, and has sales force, which has been recognized by the distributors sincerely. Only one and a half months have passed since the renovation of the headquarters exhibition hall. More than 20 dealership stores have entered the stage of design and decoration, of which the decoration areas in Xichang, Zhengzhou, Wuhan and Yuncheng have exceeded 1,000 square meters. The current development trend is very gratifying.
Manufacturers join forces to strengthen terminal display [the author] You just talked about the 1:1 real-life display, does it mean that in the terminal storefront decoration room model also uses a lot of real-world display?
[Lee Ye Xun] Yes. I always believe that the purpose of the model display is to impress customers and guide the direction of the customer's decoration, so that the customer can move the model home, so the actual display is more effective and more intuitive.
[I] Real-world display means that the number of models displayed is relatively small under the same area. How will this problem be solved?
[Lee Ye Xun] There are a lot of models, but they can't promote sales, but they are many but less; they reduce the number of templates and do a good job, attracting customers to form sales, although they are few. In the decoration of the model, we strive to maximize its sales force. Years of practical experience show that in the home decoration tiles are mainly used in the living room and bathroom space, especially in the largest proportion of the living room. Because the living room is the main place for social reception, it is the "face" of a home, so many people are willing to use the money in the decoration of the living room. If the living room space retains users, the possibility of retaining other customers in other spaces is greatly increased. Bathroom space is an area where conventional tiles are used, so we will appropriately increase the proportion of the model between living room and bathroom space.
In addition, we have added an auxiliary display system this year to make up for the relative reduction in the number of templates. At present, the three large blocks of the IPAD-based palm showroom, touch screen, and PC have been fully launched, and have been used in terminal stores. This soft system has features such as simple DIY decoration and space-for-tiles. We can perfect product and space. Among them, the DIY design function of the touch screen can print out the decoration effect picture in 2 minutes, they will play a very good role in product shopping guide.
Of course, no matter if it is a storefront reconstruction or an auxiliary display system, the efforts of our headquarters can only mean half of the success. The support of dealers is also very important. The headquarters is oriented towards the national market. Its programs tend to be universal, while different regions have market differences and favor local characteristics. For example, in the aspect of store decoration, the headquarters provided a layout plan with reasonable layout and professional space. However, the store's focus on the types of products displayed and the space for exhibition need to listen to the opinions of the dealers. Sales floor sales data is a very important reference for analyzing the type of products sold in the store, and understanding the decoration space of these products, as a guide to effectively enhance the sales force of the model in the local market. In the process of shop decoration, the quality of construction must be strictly required, especially when paving errors occur, we must dare to knock down resurfacing. In the auxiliary display system, dealers can also add the effect pictures of local cooperative home improvement companies and the photos of customers' decoration, or directly print them out, which will have a good effect in persuading customers to make deals.
Outstanding advantages allow the product to enter into millions of homes. The author responds to the downturn in the ceramics market. How will this year's marketing strategy be adjusted?
[Lee Ye Xun] The worse the environment, the more important it is to build the channels. In terms of channel construction, I think we should show outstanding advantages and then make up for the disadvantages. Be good at creating channels, because you are good at explaining that this channel is suitable for you, suitable for the local market, the most prone to results, can be quickly converted into actual sales;
We now have a very long product line that covers polished tiles, ceramic tiles, antique tiles, full-glazed glazes and microcrystalline stones to meet the various decoration needs of customers at different levels. This is our advantage, but we must make good use of it. This advantage must be clearly positioned on our products. I think that for high-end, personalized products such as Milan Fashion Week, piano lacquer wood grain, microcrystalline stone and other products, we can hold high and enlarge profit margins. For antique bricks, all kinds of polished glaze products, our Dealers should reduce their market prices appropriately and sell them as high-grade polished tiles. This makes our product price system more three-dimensional, more product prices close to the consumption scale of the middle and high-end crowd, thereby shortening the distance between customers. The more products that “fly into the homes of ordinary peopleâ€, the easier it will be for word of mouth and the brand to be quickly improved.
I have a friend in Wuxi who has been successful in sanitary products. His trick is to reduce profit margins, reduce profits, increase sales, and seize the market. When other people implement high-profit products, he only half of the profits of others, is the marketing method, so that his products quickly spread sales in Wuxi, opened four more stores in two years, everywhere selling hot, local small Famous. "Its mountain stone can attack jade", I think our dealer friends can learn from.
There is strength to reverse the trend of red [writer] Li Zong, hello! Thank you very much for taking time out of our busy schedule to accept our interview. I heard that you have traveled more than half of China on this business trip. What is the current situation in the terminal market?
[Lee Ye Xun] Relatively speaking, this should be the quietest year in the market. In many places, the building materials market over the weekend is sparse.
[I] This is not what many people call "winter"?
[Lee Ye Xun] "Winter" is not a new word. From the beginning of 2009, it is called "Winter" every year. However, the new brand is still open and the business is still being done. There are still many companies whose sales are doubled. Not so much as "winter", I prefer to compare this to "the ebb and flow." Market boom is a period of high tide. With the help of water, everyone is “easy to navigateâ€; at the time of the low tide, there is no water blocking and the company’s strength is clear at a glance. There is no water in the current market competition. It is real and only the strong can persist until the end. Our Geshitao brand has been in operation for 10 years, has a good market reputation, and is backed by the 20-year strong foundation of Guanxing Group. Even if the ceramics industry is now in the “winterâ€, we can create a miracle that goes against the market.
Now the market is generally not very good, but our dealers are willing to invest funds to transform the storefront, or even completely renovated or open new stores. Because our chairman and Mr. He had the courage to invest 7 million in the headquarters for the upgrade of the exhibition hall, and the upgrade was very successful. The exhibition hall renovation will be applied to the creation of each model between the 1:1 reality display. The layout of products, accessories, and even prototypes is very scientific, professional, and has sales force, which has been recognized by the distributors sincerely. Only one and a half months have passed since the renovation of the headquarters exhibition hall. More than 20 dealership stores have entered the stage of design and decoration, of which the decoration areas in Xichang, Zhengzhou, Wuhan and Yuncheng have exceeded 1,000 square meters. The current development trend is very gratifying.
Manufacturers join forces to strengthen terminal display [the author] You just talked about the 1:1 real-life display, does it mean that in the terminal storefront decoration room model also uses a lot of real-world display?
[Lee Ye Xun] Yes. I always believe that the purpose of the model display is to impress customers and guide the direction of the customer's decoration, so that the customer can move the model home, so the actual display is more effective and more intuitive.
[I] Real-world display means that the number of models displayed is relatively small under the same area. How will this problem be solved?
[Lee Ye Xun] There are a lot of models, but they can't promote sales, but they are many but less; they reduce the number of templates and do a good job, attracting customers to form sales, although they are few. In the decoration of the model, we strive to maximize its sales force. Years of practical experience show that in the home decoration tiles are mainly used in the living room and bathroom space, especially in the largest proportion of the living room. Because the living room is the main place for social reception, it is the "face" of a home, so many people are willing to use the money in the decoration of the living room. If the living room space retains users, the possibility of retaining other customers in other spaces is greatly increased. Bathroom space is an area where conventional tiles are used, so we will appropriately increase the proportion of the model between living room and bathroom space.
In addition, we have added an auxiliary display system this year to make up for the relative reduction in the number of templates. At present, the three large blocks of the IPAD-based palm showroom, touch screen, and PC have been fully launched, and have been used in terminal stores. This soft system has features such as simple DIY decoration and space-for-tiles. We can perfect product and space. Among them, the DIY design function of the touch screen can print out the decoration effect picture in 2 minutes, they will play a very good role in product shopping guide.
Of course, no matter if it is a storefront reconstruction or an auxiliary display system, the efforts of our headquarters can only mean half of the success. The support of dealers is also very important. The headquarters is oriented towards the national market. Its programs tend to be universal, while different regions have market differences and favor local characteristics. For example, in the aspect of store decoration, the headquarters provided a layout plan with reasonable layout and professional space. However, the store's focus on the types of products displayed and the space for exhibition need to listen to the opinions of the dealers. Sales floor sales data is a very important reference for analyzing the type of products sold in the store, and understanding the decoration space of these products, as a guide to effectively enhance the sales force of the model in the local market. In the process of shop decoration, the quality of construction must be strictly required, especially when paving errors occur, we must dare to knock down resurfacing. In the auxiliary display system, dealers can also add the effect pictures of local cooperative home improvement companies and the photos of customers' decoration, or directly print them out, which will have a good effect in persuading customers to make deals.
Outstanding advantages allow the product to enter into millions of homes. The author responds to the downturn in the ceramics market. How will this year's marketing strategy be adjusted?
[Lee Ye Xun] The worse the environment, the more important it is to build the channels. In terms of channel construction, I think we should show outstanding advantages and then make up for the disadvantages. Be good at creating channels, because you are good at explaining that this channel is suitable for you, suitable for the local market, the most prone to results, can be quickly converted into actual sales;
We now have a very long product line that covers polished tiles, ceramic tiles, antique tiles, full-glazed glazes and microcrystalline stones to meet the various decoration needs of customers at different levels. This is our advantage, but we must make good use of it. This advantage must be clearly positioned on our products. I think that for high-end, personalized products such as Milan Fashion Week, piano lacquer wood grain, microcrystalline stone and other products, we can hold high and enlarge profit margins. For antique bricks, all kinds of polished glaze products, our Dealers should reduce their market prices appropriately and sell them as high-grade polished tiles. This makes our product price system more three-dimensional, more product prices close to the consumption scale of the middle and high-end crowd, thereby shortening the distance between customers. The more products that “fly into the homes of ordinary peopleâ€, the easier it will be for word of mouth and the brand to be quickly improved.
I have a friend in Wuxi who has been successful in sanitary products. His trick is to reduce profit margins, reduce profits, increase sales, and seize the market. When other people implement high-profit products, he only half of the profits of others, is the marketing method, so that his products quickly spread sales in Wuxi, opened four more stores in two years, everywhere selling hot, local small Famous. "Its mountain stone can attack jade", I think our dealer friends can learn from.
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