The impact of the big economic environment and the fierce competition in the gas appliance industry made the entire gas appliance industry in 2011 undergo a difficult development. In this regard, Mr. Yan said with bluntness that “the sales volume of the entire industry in Shijiazhuang market in 2011 has dropped by about 10% compared with 2010â€, and thus the national market is evident. According to him, more than 30 companies in Guangdong have “running the road†this year. However, in the situation of the market's sluggish development speed, Wanhe, as the leading brand of domestic gas appliances, has achieved a contrarian trend. Mr. Zong introduced that the development momentum of Wanhe in 2011 is still good. The entire Hebei market has achieved 90% coverage of county-level cities. In some places, it has extended to the township-level market. The sales volume of the entire Shijiazhuang market has increased compared with 2010. 50%.
Perhaps, when the market environment is good, achieving such development does not explain anything, because everyone is growing, but in the market downturn, the market coverage continues to increase, sales continue to grow rapidly, these undoubtedly prove Wanhe has a strong strength. In 2012, Wanhe established a growth target of 30%-40% on the basis of sales in 2011, and once again demonstrated the courage and confidence of “Ren was the wind and rain, I did not moveâ€.
Manager of Hebei District, Domestic Marketing Center of Wanhe New Electric Co., Ltd.
Win consumers with quality and after-sales
However, why is Wanhe’s sales able to go against the trend? In the interview, the general manager of the company issued a "secret" which is not a secret, that is, the product's excellent quality and good after-sales service. Zhai always told reporters that in the past, there were two kinds of products in the minds of consumers, one is a high-priced product and the other is a foreign product. But now it is different. Consumers are more concerned about the quality of products, so brands must rely on high quality to win in the competition. Therefore, Wanhe has always been adhering to the "high-end quality, mid-range price" business strategy, relying on high cost performance has won the favor of consumers.
However, in addition to product quality, another important factor is after-sales service. Wanhe purchased property in major cities across the country and established more than 40 customer service centers. More than 1,500 special maintenance points and more than 3,000 special installation points were set up throughout the country, and a high-quality professional service team was cultivated. So far, “Wanhe†has won the title of “National Quality Service Network†for many years. In this regard, Zhai always told the author that the “Wanhe†dealers have made a lot of efforts in the after-sales service, from the delivery to the installation and maintenance of all aspects to achieve meticulous, excellence, so that consumers have no worries after buying the product.
The "soul" of the development of science and technology "Wanhe"
In the interview, Zhai always mentioned the term "scientific and technological innovation" more than once. According to relevant data, “Wanhe†started with technological innovation, and technological innovation can be described as the “soul†of the development of “Wanheâ€. In 1992, China invented China's first ultra-thin water-controlled automatic gas water heater, leading the Chinese water heater into the era of "water valve is open, hot water is coming". In 1994, it successfully developed the first microcomputer controlled strong water heater, the first balanced water heater in 1999, the first condensing water heater in 2001, the first integrated energy hot water system in 2008, and developed the world's first energy saving in 2010. The three-combination system leads the energy saving of living heating/hot water into a new era...
These are the witnesses of the development of “Wanhe†and the crystallization of “Wanhe†technological innovation. According to the introduction of the general manager, “Wanhe†is at the forefront of the industry in technological innovation and has strong scientific research strength. “Wanhe†and Guangdong Province Environmental Protection and Energy-saving Gas Appliance Engineering Technology Center, Guangdong Enterprise Technology Center, South China Household Appliance Research Institute Energy Conservation and Environmental Protection Gas Appliance R&D Center, as well as Tsinghua University, South China University of Technology, Xi'an Jiaotong University, Zhongshan University and other research institutes The industry-university-research cooperation, and the recognition of the company's laboratory in 2010, established the international laboratory status of the company's laboratory, which can simulate the global climate environment, which provides the development of “Wanheâ€. Solid technical support, but also the strength of the company. The enhancement of scientific research strength is an important driving force for the development of enterprises, which increases the self-confidence and courage of enterprises and brands.
I always told the author that the successful listing of “Wanhe†in 2011 has injected momentum into the development of the company, especially the financial strength. Therefore, in 2012, Wanhe will continue to increase investment in scientific research, especially In the field of new energy, we will continue to develop new products and improve the technological content of our products.
Witnessing the power of culture in Wanhe
A company has no culture, just like the pine trees growing on the cliffs. The foundation is not deep, it is difficult to tower into the sky, and Wanhe, who is committed to building a "hundred-year enterprise," knows this. According to the introduction of the general manager, there are twelve such words on the “Wanhe†factory building – “diligence, stability, innovation, win-win, harmony, responsibilityâ€, which can accurately describe the corporate culture of “Wanheâ€.
Diligence, the characteristics of “Wanhe†business management is the deep cornerstone of the continuous development of the 100-year-old and the brand, laying the foundation for Wanhe's competitiveness in different market environments. Steady, based on the accumulation of deep foundations, “Wanhe†is making steady progress every year. It is this steadyness that has led to a corporate style that is not impatient and not exaggerated. Innovation, in the development process of private enterprises to internationalized and modernized enterprises, “Wanhe†takes itself as the object of transcendence, fully integrates the status quo to innovate and develop energy-saving technologies, and provides new ideas and directions for future development. Win-win, Wanhe’s win is a win that includes the simultaneous development of the company itself, its employees, partners, shareholders and so on. Harmony, “Wanhe†pursues the harmonious coexistence of the natural environment, society and people, and finally realizes the great ideal of “the harmony between heaven and earthâ€. Harmony is also one of the cores of the cooperation spirit of the Wanhe team. Responsibility, as a group leader in the industry, “Wanhe†not only needs to be responsible for the development of society and the country, but also responsible for employees, partners, users, etc., and is responsible for the quality of life and energy in the future.
Change the way of thinking
Different levels of development of enterprises require constant changes in marketing methods and ways of thinking. Zhai always believes that listing and entering clean energy will enable Wanhe to enter a critical period of rapid development, and the competition in the future industry will become increasingly fierce. Therefore, “Wanhe†must continue to innovate in marketing and continuously improve existing ones. Marketing methods, ways of thinking.
Zhai told reporters that the phrase "Wanhe" was widely spread. "Business is at home, promotion drives sales." It tells in a simple way how each salesperson can reverse the traditional thinking from the depths of thought. Change to "sit-business" as "traveler", from waiting for customers to go to the door to find customers.
In addition to the change of marketing thinking, Zhai always told the author that “Wanhe†used to build the image of “gas appliance expertâ€. As the industry environment evolved and the company continued to grow and develop, Wanhe has begun to move from “gas appliance expert†to The role of “the world's leading domestic hot water supplierâ€. This is not only a change in the slogan, but also a change in internal thinking, which will be closer to the consumer and more in line with the development and positioning of the company.
Although the interview with the general manager was only less than an hour, the general speech and manners left a deep impression on the author. He always talks about people, products and technology, and he knows the marketing, and he knows the marketing trend. He grasps the development trend of the whole industry accurately. From the conversation, the author can feel his future development of Wanhe Electric. Full of confidence. We also wish Wanhe to be the world's leading electrical company!
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