In recent years, competition in the construction and ceramics market has intensified. With the impact of the epidemic, many terminal stores are facing performance difficulties and anxiety is spreading. Faced with the severe situation of the general environment , Geshi Taopuning store is not afraid of harsh tests, goes against the trend, and achieves steady growth in performance. What kind of winning business strategy is behind it?
In this interview, we invited Qin Chuzhuang (hereinafter referred to as "Mr. Qin"), the general manager of the Geshi Taopuning store, to share with us some of his valuable experience and breakthrough techniques in the business process.
# Interview summary #
01 Confidence is the most basic and important
"As dealers, we must have confidence in the Geshi Pottery brand, our products, and our quality. This is the most basic and important thing." Although the Geshi Taopuning store was only established 10 years ago, our Guanxing enterprise has been established for 27 years. We are the best in the industry in terms of glazed technology and process innovation, and our comprehensive strength is strong. Furthermore, Geshi Pottery has a very rich product system. Each brick is an original product and will never be OEMed outside. They are all genuine and good products with guaranteed quality. It is very good in terms of quality, performance and application effect. When communicating with customers, we can list the company's excellent cases at the appropriate time to enhance their stickiness to the company. Now customers are confident in entrusting projects to us.
02 Focus on advantages and seize the opportunity of matte texture bricks
In the past two years, matte texture bricks have become popular in the market and have entered the mainstream consumer circle. Faced with this change, Geshi Tao is keenly aware of the market trend and is the first in the industry to launch the category of textured plain bricks, leading the market trend. Mr. Qin said that after seeing the new Revlon texture series products at the headquarters last year, and based on the information he learned during the terminal sales process, he believed that plain bricks and cream style should be the mainstream of ceramic tile sales in the future, and the prospects are very broad. Geshi Ceramics Headquarters There will be a huge market for launching such products. So I followed the company's pace and immediately communicated with the design department of the headquarters to boldly upgrade my original store and renovate it with a series of cream-style matte texture products..
Facts have also proved that Mr. Qin took this step very correctly and successfully grabbed the head of this trend. After the new store was installed, sales continued to rise. Mr. Qin said with confidence: "Recently, I have many construction sites that require textured matte tiles, and these are selling very well. Currently, Geshi Pottery can be said to be the best in terms of textured matte tiles. Star Enterprise has been making matte tiles for 27 years, and its performance in glaze, color, texture, light and other aspects is very good, so we will focus on launching these matte texture tiles on the market, and I also hope that all of them will be sold across the country. Agents must seize this opportunity. This is the dividend of Geshitao Tile, and it is our distribution Business Dividends”.
Matte tiles have outstanding texture, but returning to practicality, some customers will worry about their anti-fouling, cleanliness and other issues. Mr. Qin said: "I have personally experienced all the products in the store. The problems that customers worry about have been as early as within the scope of consideration.” He proposed that in order to further eliminate customers' purchasing concerns, each store can appropriately use some small tools for display around themes such as cleaning, anti-fouling, and anti-slip, and customers can witness the effects of use through personal testing.
03 Strengthen practice and create high-quality after-sales service
Deeply cultivating the market cannot just focus on the sales level. It is equally important to provide good after-sales service. During the operation of the Geshi Taopuning store, it not only had eye-catching market performance, but also had high customer satisfaction. Regarding how to provide good after-sales service, Mr. Qin pointed out: “As for the after-sales sector, as agents, we have to go to construction sites frequently. Because we don’t have personal experience, we haven’t tried our ceramic tiles, and we haven’t gone to the market to understand, we definitely don’t know. What is the quality of our products? If we don’t understand the product attributes, how can we still have the confidence to recommend and maintain our products? When customers report after-sales problems to us, if we cannot deal with them quickly, professionally and comprehensively, customers will lose their trust in us. confidence".
In Mr. Qin’s view, the wear resistance, stain resistance, slip resistance, flatness and other categories of ceramic tiles are all relative, not absolute. The most important thing is to do a good job in later protection. Therefore, we must arrange one-to-one dedicated after-sales service specialists to conduct on-site inspections of project construction, provide on-site guidance, and communicate well with customers so that customers feel that we have a clear division of labor and are professional and dedicated. Only then can customers feel confident when buying and using Have peace of mind.
04 Pay attention, understand the needs, and master the skills
Since its establishment, the Geshi Taopuning store has achieved outstanding performance and signed many large orders. Regarding the key elements of order success, Mr. Qin has his own unique methodology: “You must first do precipitation, and then focus on the market, reputation, design, and quality. , service and other aspects of the profound accumulation as support to strengthen the strength and credibility of sales, and then there is the six-character formula: dynamic, static, dry, wet, hard, soft." We can understand these six words as the division of decorative areas: dynamic area, quiet area, dry area, wet area, hard decoration, soft decoration. If you understand these six words and recommend products based on customer needs, you will get twice the result with half the effort.
Mr. Qin added that the prerequisite for using Liu Zi Jue is that we must be familiar enough with the products, be professional enough, and be able to recommend different products to different customers and different regions, so that our professionalism can be well demonstrated. . For example, the bedroom is a place for sleeping and resting, so our Milanese pattern tiles are very suitable because it has low light and is not dazzling. All kitchens, balconies, and bathrooms are wet and watery, so we must pay attention to which tiles to avoid recommending. For later soft furnishings, you should also think about what to use to enhance the style of the space. Only by having a clear understanding of these can we make strategic plans.
05 If you bloom, bees will come
Designers are an important link between customers and products, and working with designers can quickly drive the brand forward. Mr. Qin said that forging iron requires one's own hard work. If you bloom, bees will come. The key is to do a good job in products, display, service and other aspects. In recent years, Geshi Taopuning store has taken the initiative to develop and cooperate with designer channels by virtue of its leading products, exquisite displays, and long-term reputation. It has achieved good results and established good relationships with many designers. , has attracted more and more attention and preference from the designer group, and has become a brand and product that local designers like to promote.
06 Be specialized and refined, work together for a win-win situation
Years of experience in the industry have allowed Mr. Qin to form a unique business experience. He said that now I only make one brand, Geshi Pottery, and the entire store display is very clear. Now Geshi Pottery’s products are becoming more and more abundant, which can fully meet the needs of customers. Decoration needs for all customers, all house types, and all spaces. Furthermore, in fact, as long as we go all out to implement every link of pre-sales, sales, and after-sales services, let customers understand our advantages, and satisfy customers, customers will recognize the Geshi Tao brand and purchase Geshi Tao products. A person's energy, ability and resources are limited. Only by being specialized and refined can one become stronger and bigger.It can reduce costs in inventory, marketing, transportation and other aspects, and then manufacturers can work together to achieve a win-win situation and maximize profits!
