[Face-to-face interviews with people in the ceramic industry] Issue 11
Interviewed Guest｜Xian Jiantang, General Manager of Marketing of Nengqiang Qianghui Group
Interviewer | Director of the Editorial Department of China Ceramics Network Zou Sijin
Interview time｜The afternoon of September 7, 2021
Interview location｜Lee Furniture Ceramics Foshan Headquarters
Text writing｜Liu Sitao
Video shooting｜Yang Xuelian
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As a local ceramic enterprise in Foshan, Nengqiang Qianghui Group has four production bases covering an area of about 3,200 acres, Zinan, Hefeng, Jinli and Guangning, with 25 production lines and an annual production capacity of 70 million square meters. It covers six major brands: Nengqiang, Qianghui, Jinke, Lijia, Laideli and Yueqiang. Whether in terms of production strength or brand awareness, Nengqiang Qianghui Group has always been among the best in the ceramic industry. However, a company with such a large production capacity is quite pragmatic and low-key. The impression of it in the industry has always been that of a "Guangdong brick company/brand that focuses on making products."
Recently, Xian Jiantang, general manager of marketing of Nengqiang Qianghui Group, was interviewed by China Ceramics Network's "Ceramic Industry Face to Face" column. As one of the few young business managers born after 1985 in the ceramic industry, Xian Jiantang has served as the group's general manager of marketing for more than two years. In the past two years, he has led the company's marketing team to accurately plan and market the market, and promote the brand to embark on the road of transformation and upgrading. In the conversation with reporters, he detailed and detailed the current operating situation of Nengqiang Qianghui Group and its own management "secrets".
01
Performance in the first half of the year increased by 28%
Four major “increments” are indispensable
"On the whole, Nengqiang Qianghui Group's performance in the first half of the year has increased significantly, by about 28%." Faced with reporters' direct questions about performance, Xian Jiantang gave specific data. He believes that the improvement in overall performance is due to the advantages of the group's sales system, of which the "increment" in four aspects is indispensable.
One of the increments comes from stableTerminal sales outlets. According to Xian Jiantang, the six major brands of Nengqiang Qianghui Group have more than 3,000 stores across the country, with a wide range of sales outlets. The manufacturers communicate closely and support each other to make steady progress. The stable establishment of the sales system is a great support for the performance improvement of Nengqiang Qianghui Group.
List of terminal stores of various brands of Nengqiang Qianghui Group
The second increase comes from the strengthening of engineering channels. Nengqiang Qianghui Group has always been one of the preferred cooperative enterprises for various real estate projects. In the first half of this year, Nengqiang Qianghui Group continued to deepen its contacts and cooperation with real estate companies based on its original channels, further broadened the scope of project channels, and achieved considerable results.
The third increase comes from the opportunities brought by the new market for rock slabs. At the beginning of 2020, Nengqiang Qianghui Group invested 200 million to introduce Sacmi's large slate plate production line, officially entering the ranks of slate companies. Xian Jiantang said that in the face of the new trend of rock slabs, Nengqiang Qianghui Group has seized the market opportunities in a timely manner and currently has a good momentum in the development of rock slabs.
Nengqiang Qianghui Group Slate Production Line
The fourth increment comes from powerful terminal activity empowerment. Xian Jiantang mentioned that Nengqiang Qianghui Group has a strong market assistance team and has established a complete 6G assistance system. In the terminal activities, the assistance team built momentum and empowered dealers, which greatly improved the effectiveness of the activities.
02
"Specialized, Special and New"
Based on high-quality development
On July 27 this year, at the opening ceremony of the National "Specialized, Specialized and New" Small and Medium Enterprises Summit Forum, Vice Premier Liu He called on entrepreneurs in his online speechIt is necessary to take "specialization, specialization and innovation" as the direction, focus on the main business, work hard on internal skills, and strengthen innovation. Liu He emphasized that "specialization, specialization, innovation" means encouraging innovation and achieving specialization, refinement and distinctiveness.
As a young business manager in a traditional industry, Xian Jiantang shared his experience and insights in managing enterprises and leading teams during the interview, and mentioned the corporate management spirit of "specialization, specialization, innovation". "'Specialized, Specialized and New' is a hot word recently. In fact, I have been conveying the same management concept in the management of Nengqiang Qianghui Group." He explained Nengqiang Qianghui Group Hui Group’s management philosophy of “Specialization, Specialization, Innovation”.
"Ceramics Face to Face" interview scene
"Specialization" means concentration, focusing on products and design. This is an extremely critical point that is often ignored by many ceramic companies. "Fine" means precision, and we manage products meticulously. Nengqiang Qianghui Group has always adhered to the concept of excellence in product management and product design from top to bottom. "Speciality" means differentiation. Product design must be differentiated, and brand positioning must also be differentiated. "New" means innovation. At any time, innovation must be indispensable for enterprises. At the same time, Xian Jiantang believes that innovation must be accurately positioned and should start from the characteristics and positioning of the company itself. Following a trend and choosing a trend to innovate is of little significance to the development of the company. Only "innovation" that is in line with the company itself, customers and consumer groups can be truly sense of innovation.
In terms of leading the team, Xian Jiantang said with deep emotion: Instead of talking endlessly about big principles, it is better to directly lead the team to win the battle. "Many business leaders in the ceramic industry usually focus on marketing and 'doing chicken blood' every day, while more implementation details are left to the teams below. In fact, as a manager, you should lead the team to implement and tell How do they implement or lead them to do better? "Obviously, being pragmatic and down-to-earth is the consistent corporate style of Nengqiang Qianghui Group.
Xian Jiantang participates in regional distributionBusiness Summit
Xian Jiantang often teaches his team by words and deeds: as a salesperson, the dealer may be just a customer of yours, but for the dealer, he has really spent all his money to do business with you. Attention and investment will be seen. Living up to the friendship of dealers and being a conscientious enterprise has become the business purpose that Nengqiang Qianghui Group has always adhered to.
03
Panelization + big home
Stone slabs are building a home ecological chain
Since entering the field of rock slabs last year, the six sub-brands of Nengqiang Qianghui Group have been making continuous moves in the field of rock slabs, and their respective ideas and strategies are very clear. Xian Jiantang said that the current positioning of Nengqiang Qianghui Group in the field of rock slabs has two main directions, one is the direction of sheet metalization, and the other is the flexible customization sector, that is, the direction of large home furnishings.
Lee Home Ceramic Ceramic Wall Slabs
Based on the positioning of slate for large home furnishings, Liju Tile, a subsidiary of Nengqiang Qianghui Group, took the lead in launching wall slate slabs. Xian Jiantang believes that "home decoration styles are ever-changing, and the pursuit must be beauty. The decorative effect of slate slabs on the walls and floors is very good. Consumers like beautiful things, so wall slate slabs will be the future trend."
“Stone slab home furnishing is an area worthy of deep exploration by ceramic companies, but its real implementation requires systematization and the construction of a complete home ecological chain.” Xian Jiantang mentioned that the current service pain points in the processing and transportation of slate slabs are still obvious. In the future market, whoever can solve the problem of rock slab implementation will be able to take the lead.
04
One brand, one theme IP
The six major brands have clear positioning
Nengqiang·Qianghui Group owns six major brands: Nengqiang, Qianghui, Jinke, Yueqiang, Lijia and Laideli. It has always followed the "one brand, one theme IP" in brand management and strategic positioning. principle. During the interview, Xian Jiantang introduced the IP positioning of the six major brands of Nengqiang Qianghui Group to reporters.
Can strengthen tiles to&"Chinese craftsmanship, strong love" is the brand slogan, which conveys the brand belief of focusing on quality and unchanged original intention for 22 years. Focusing on the "craftsmanship spirit", Nengqiang teamed up with CCTV to plan and shoot a Nengqiang brand feature film, which was launched on CCTV's "Extraordinary Craftsmen" column, whose purpose is to promote the spirit of China's industrial manufacturing and ingenuity, also carries out craftsman channel activities in terminal stores across the country, empowering dealers by linking craftsmen groups.
Qianghui Seiko Ceramic Tiles Adhering to the concept of "use Seiko Ceramic Tiles to be lifelong friends", the implication is that using Qianghui Seiko Ceramic Tiles Consumers of products form a relationship with dealers and manufacturers as close friends of the brand, and interact through ceramic tiles. They become lifelong friends and stay together for a lifetime.
Jinke Ceramics advocates a younger and higher quality brand attitude and promotes brand building by creating a new IP image. Jinke co-branded "Rebirth·Leap", with the mythical character "Nezha" in traditional culture as the new IP image, decorated with the popular element "headphones", and using the goat-hopping action that is loved by children, and named it "Leap". 》. The IP of Jinke's co-branded "Rebirth·Leap" not only reflects Jinke's youthful vitality, but also allows end users to feel the connotation of the brand, and also effectively empowers the brand through its own unique charm.
Lee Home Ceramics is positioned as a design brand. Since 2018, it has jointly established Jimei Design Institute with major design experts. By integrating the beauty of ceramic tiles, the beauty of space, the beauty of art, and the beauty of life, it combines fashion elements and modern style to create new products. The unique Jimei experience of a generation of young consumers makes space and life more tasteful. At the same time, RDR slate, a high-end brand under Li Home Furnishings, focuses on wall protection slate. With the design concept of "wall protection slate, one piece to the top", it is committed to creating an international style, ecologically healthy and high-quality living environment for all families. One choice, a lifetime of trust.
Laideli Ceramics has been advocating "Happy Home&r" since 2020dquo;'s cultural concept expresses the brand style of conveying warmth and sharing happiness and warmth. For more than a year, Laideli has carried out a series of terminal activities based on the concept of "Happy Home", activating the brand's source of power and deepening its brand cultural IP.
Yueqiang Ceramics takes "Cantonese Culture" as the core brand IP, adheres to the mission of Guangdong's local brand, and uses practical actions to promote Guangdong culture. Yueqiang integrates elements with local characteristics such as Cantonese opera and kung fu into product design, and signed a film and television star who resembles Bruce Lee, Chen Guokkun, as a brand spokesperson to create a high-quality domestic ceramic tile brand with a distinctive "Cantonese culture" IP image.
Xian Jiantang believes that the current product style has tended to be modern and simple, and it is difficult to distinguish different brands based on product style alone. Therefore, Nengqiang Qianghui Group has chosen to position its different brands from a distinctive IP image, accurately segment customer groups, and focus on the brand Their respective marketing directions are in vain to avoid blindly following trends that "waste people and money".
05
Representative of authentic Guangdong bricks
Don’t shout slogans but do it with heart
As the only ceramic brand that has two production bases in Nanzhuang, Foshan, and four production bases are all in Guangdong, Nengqiang Qianghui Group has always been famous both inside and outside the industry for its production of authentic Guangdong bricks. In May this year, Qianghui Precision Ceramics was awarded the title of "Foshan Standard" enterprise by the Foshan Municipal People's Government. , the high-standard "Foshan Ceramics" product gene has been officially recognized.
Xian Jiantang believes that the government's identification of "Foshan Standard Products" is of great significance and role, especially in promoting local ceramic companies to create the "Authentic Foshan Guangdong Brick" brand IP. "Nengqiang Qianghui Group has always been rooted in Foshan. It has two major production bases in Nanzhuang and focuses on manufacturing high-quality and high-standard products. The production factories of Nengqiang Qianghui Group are often visited by real estate companies, dealers or consumers. , which has played a very good role in promoting the brand positioning of 'Guangdong Brick'."
Nengqiang·Qianghui Group Zinan (Foshan) Production Base
Because it always focuses on quality manufacturing, Nengqiang Qianghui has become synonymous with authentic Guangdong bricks in the terminal market, and has a strong brand leadership role. Xian Jiantang told reporters that the dealer customers of Nengqiang Qianghui Group have always been very stable and they will not change brands at will. Because they have truly experienced the quality of Nengqiang Qianghui products, they often receive second or even third purchases from customers. The development of a brand that is well-known in the terminal market is stable and long-term.
“The good reputation of the product is a very good publicity for the brand. I think the Foshan ceramic tile brand is not just about hanging an 'Authentic Cantonese Brick' brand in the store, nor is it just about shouting slogans, but it is about doing it carefully. Products have high standards and requirements in production, allowing consumers to experience high-quality product quality, performance and design, and feel the charm of 'Guangdong bricks' from a good product experience."
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Before the end of the interview, Xian Jiantang revealed the marketing actions of Nengqiang Qianghui Group in the golden double months of September and October.
In order to win the "Golden Nine and Silver Ten", Nengqiang Qianghui Group will launch a marketing PK competition among the six internal brands, hold team knowledge training, implement brand promotion, vigorously carry out terminal activities, etc., and use quantitative marketing data and Set performance indicators to create an atmosphere of cooperation and competition among the sales teams of each brand. Xian Jiantang said that the systematic implementation of the brand marketing PK competition within the group will help comprehensively improve the overall morale of the group's marketing team and dealers, and start the performance sprint in the last three months of 2021.
(Author: Sitao)
