At the just-concluded 17th China International Kitchen and Bathroom Facilities Exhibition, from the smart new products controlled by one-click beauty to the strong recruitment of thousands of stores in the city, Zhibang surprised the audience with a series of perfect actions. Focus on the attention of the global home circle. Recently, Xiao Bian has the honor to bring the Zhibang Base Camp in Hefei. At the top cabinet of the cabinet experience hall, he listened to the secret of the successful operation of the brand.
Cheng Hao, deputy general manager of Zhibang Marketing.
At the end of the year, the completion of the recruitment of thousands of stores will help you to send another ride.
As we all know, the recruitment of dealers is the necessary tactics of the major cabinet brands, which has become the eye-catching keyword in the 17th China International Kitchen and Bathroom Facilities Exhibition. In the face of fiercely competitive market conditions, “Shanghai World War I ended with 106 investment results, plus more than 150 as of the end of April. Overall, we have completed more than 260 investment missions. From now on And speed, at the end of this year can achieve the goal of the scale of the thousand stores." Zhibang marketing deputy general manager Cheng Wei confidently gave a series of data.
At the same time, he also revealed that “When you come to Shanghai next year, Zhibang will focus on brand promotion and subvert the proportion of this year.†Why is this? "To be tired, to make cabinets," Cheng said with a smile. "This reflects the difficulty of operating the cabinet industry. It is not about attracting investment. The key is to operate. If you can't help dealers to operate well, you can't make them make money. If the local market takes root, there will be more and more embarrassing circumstances, so when Zhibang has thousands of stores, we have to absorb some energy to support the operation of the dealers to ensure Zhibang. Carry out the next high-level investment attraction."
In the dialogue on investment issues, Cheng always mentioned Zhibang’s investment promotion concept more than once. “To support the horse, we have to be responsible for each dealer, so that they can reach out to the broader market.â€
Zhibang made a stunning appearance at the 17th China International Kitchen and Bathroom Facilities Exhibition.
2012 fixed grid of 1.7 billion mature model to promote the development of Zhibang
At the end of 2009, 50 senior executives of Zhibang gathered together to seek future development, and “three billion billion in ten years†became the planning goal. Nowadays, in the past two and a half years, Zhibang has already completed the one billion indicator. "In 2011, we sprinted to one billion. The overall target for this year is 1.5 billion. From the financial report from January to May, the growth ratio is over 80. %, which means that the end of the year will be fixed at 1.7 billion."
Influenced by the series of housing policies and other series, in 2012, it was referred to as the “shuffle year†by the home circle. So what is the secret of Zhibang? “It depends on the differentiation of marketing models.†Cheng Zongyan said succinctly that Zhibang has a set of urban operation system. This mature model of urban operation has entered a very professional stage as early as 2009, which makes Zhibang Win more market share and sales in the winter, and sit firmly in the top spot in the industry.
What exactly is Zhibang’s exclusive urban operation system? “It can be measured by two standards,†Cheng said. For the new market, one is to do 10 million in the first year, 30 million in the second year, and 60 million in the third year. The annual insurance is worth 100 million yuan; the second is the first year is the entry stage, the second year must enter the top three in the local market, the third year is the top, and the fourth year is completely monopolized. So full of enthusiasm, its core strategic support point is to change from terminal to channel, and change to do business as a trader. "This has matured in many industries such as electrical appliances and fast-moving consumer goods, and the building materials industry is still in its infancy, but Zhibang is the first. Take a step."
Nanjing market competition, fierce network marketing leads the cabinet industry
For Zhibang, Nanjing is a very important city, not only because it is the first stop for Zhibang to leave Anhui and enter the country. It is also a must for all major cabinet brands.
"In 2001, Zhibang came to Nanjing and experienced 11 years of operation. He is currently ranked first in the Nanjing market." Cheng said that the process is quite difficult. "In addition to the large number of local cabinet brands, many first-line brands are Nanjing has a direct sales branch, and the overall market competition is very fierce. Zhibang Group attaches great importance to and supports Nanjing Branch. The current results also show that our city operation system is very mature, the overall team is very combative, Zhibang products It also contributed to the purchase of cabinets for the citizens of Nanjing."
At the end of May, Zhibang’s first large-scale online ordering conference ended successfully. From 200 yuan to kill the million cabinets to the May 1st labor model to win the cabinet award, Zhibang left a deep impression on the decoration netizens of the first network neighborhood community in Huaqiao Road, Nanjing. impression. Mr. Cheng divides Zhibang's network marketing into several stages, from cooperating with local strong online media to the whole country's overall radiation, and then fully preparing for the entire e-commerce platform, etc., have achieved good results in the network. Marketing leads the Chinese cabinet market with absolute advantage.
Preparing for the Guangzhou Jianbo Fair Model City System is being tested
As the pioneer brand of China's cabinet industry, Zhibang appeared in various exhibitions, just stunning the 17th China International Kitchen and Bathroom Facilities Exhibition, and the next station was locked in the 14th China Architecture held in Guangzhou in July. The material decoration fair, the pulse industry, pay attention to Zhibang, which is very much expected by many home people.
Different from last year, Zhibang now has three major operating systems, one is the branch system, the other is the franchise operation system, and the third is the model city system being tested. The latter is called the key city strategy and it will help Zhibang has achieved the grand goal of ten billion yuan. Cheng Zong analyzed, "We have also done related considerations and calculations. We only rely on the strength of branches or distributors to achieve 10 billion difficulties. After the successful operation of the model city system, we will lead the industry in terms of comprehensive strength. Zhibang can be better, so that it will continue to develop at a very high speed during the winter of the market."
It is understood that the model city system is to copy the operating mode of Zhibang's very mature branch office to the dealers, and share the existing good experience, good methods and good strategies. Otherwise, it is a waste, if the dealer can do To the level of 50% or 60% of the branch, then we are very strong."
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