In order to enable more dealer partners to develop in a planned way and maintain in a targeted manner, so as to achieve quick and efficient transformation of output value, the group held a conference in Foshan Bao from May 6th to 7th. Long International Hotel solemnly held the Channel is the King Winning Terminal - Terminal Designer & Foreman Channel Special Seminar Summit. Yueqiang brand dealers responded to the group's call and were invited from all over the country to attend this summit. The headquarters also provides point-by-point guidance, outputting the channel layout content of designers and foremen to the dealers present, and leading them to explore the changing pattern together.
▲Luo Chang, general manager of sales of the group company, gave an opening speech
Based on the current industry situation, vigorously developing designer & foreman channels has become the only way for brand transformation and upgrading. In order to show its determination, the group not only established a designer channel in 2018, but also in 2019, in order to continue to deepen the construction of terminal channels and win the terminal, the U+ Alliance was officially established, including three major projects: U+ Design Alliance, U+ Foreman Alliance, and Academy of Fine Arts. At the meeting Signing and licensing agreements were signed with annual strategic partners id+c, Guangzhou Design Week Red Cotton Award, Sina Home Furnishing, Cool Home, and Elements, announcing the official launch of the group's U+ alliance, deepening the cooperation process, and strengthening the alliance. Win-win.
▲Signing Ceremony
▲Awarding Ceremony
▲U+ Alliance Launching Ceremony
In order to make the dealers present understand what the U+ Alliance is, Group Marketing Director Yan Weisheng gave a comprehensive explanation at the meeting. U+ Alliance is fully sponsored by Nengqiang Group, and is fully participated by id+c, Sina Home, Guangzhou Design Week, Cool Home, China Building Materials Circulation Association Home Decoration Committee, etc. It is composed of a number of enterprises based on promoting the development of the building materials industry, A club operating organization jointly initiated and established by the national distribution network. The U+ Alliance targets interior designers, national foremen, and outstanding dealers, and has established the U+ Design Alliance, U+ Foreman Alliance, and Academy of Fine Arts. Based on the principle of "design makes life better", we have established a platform for communication and growth among builders of better lives in various fields. It aims to provide each member with a comprehensive service platform for communication, cooperation, improvement and advancement, and create opportunities and platforms for mutual benefit and win-win results.
To know the concepts, you need to know the practice. Fu Guowen, the operations instructor of the Benchmark Operation Group of the Group's Marketing Department, used his years of practical experience in terminal services to comprehensively analyze the specific implementation details from the preparation stage, pre-implementation, mid-term, post-implementation and post-implementation maintenance of the U+ Foreman Alliance activities, allowing everyone present to Dealers have a more concrete understanding and understanding of the foreman channel and its related activities.
As the group’s strategic partner in 2019, how can Sina Home help terminals and improve brand influence? To this end, the meeting invited Gao Feng, director of new channel operations of Sina Home, to take the stage to comprehensively introduce the cooperation plan between the group and Sina Home Quality Home Decoration Competition to empower terminals.
Based on the current status of the industry, the designer channel will have a very strong influence on the high-end market in the future. Therefore, the designer channel is our unswerving development path. At the meeting, Tan Peixia, Designer Channel Manager of the Group's Marketing Department, comprehensively analyzed the operation of the designer channel to the dealers present on the status quo, practical cases, channel actions, maintenance and future development trends of the designer channel.
Improving the professional capabilities of store designers, enhancing the basic design knowledge of store shopping guides, and promoting the improvement of store design and marketing capabilities are currently the key breakthroughs for improving store performance. So, how should we develop and utilize designer channels at the terminal to boost sales? Guo Wen, the designer channel operations instructor of the Group's Marketing Department, used his own practical experience to introduce the development and operation of designer channels to the dealers present in detail.
In addition, the conference also specially invited Ms. Fang Limin, general manager of Yueqiang Ceramics Foshan Operation Center, to come to the stage to share her practical experience in team management and designer activities with dealers.
Yuanfang & Kujiale are the terminal design software and marketing tools for strong brands in Guangdong, and the Qidingdong supply chain platform is an important part of the brand’s terminal marketing system and is a must for every terminal clerk. To understand and master. In order to make dealers more aware of its importance, at this meeting, Peng Shuyin, deputy dean of Tekujiale Business School, and Huang Weixiong, project initiator of Qidiandong Operation Center, took the stage to decipher the mysteries of these two marketing software.
▲Peng Shuyin, Vice Dean of Kujiale Business School
▲Huang Weixiong, the initiator of the Qidiandong Operation Center project
Founded by the group, Nengmei Academy spreads modern aesthetic life in the categories of home, life, and aesthetics. It is committed to integrating aesthetic design marketing into terminal stores, improving the overall level of terminal store designers, and enriching designers. A learning platform specially designed for terminal designers in the field of knowledge. In order to enable dealers to better understand Nengmei students, Shangguan Chunmiao, the operations instructor of the design software group of the Group's Marketing Department, not only introduced Nengmei Academy to the dealers present, but also announced the "Yueqiang" program from May 12 to June 12Related content of the "Ceramics" King Terminal & Design King Design Competition.
For a real brand, the terminal image exists at all times. The design of the terminal image, product display, overall style, and color matching are all important factors in the communication of the brand image. In order to lead the trend, the terminal image of the Yueqiang brand has been continuously upgraded. In order to allow dealers to understand the current brand's terminal image more scientifically and systematically, optimize and integrate the terminal flagship store image, sublimate and transform the terminal image, and reflect the innovative and fashionable charm of the brand, special gatherings across the country have been held On the afternoon of the 7th, the dealer held a "Thinking·Change" - Yueqiang Terminal Image Upgrade Sixiang Hui in the exhibition hall of Yueqiang's headquarters.
Brand culture is the soul of an enterprise. In order to spread the brand culture to end consumers, Liang Qi, chairman of the group, once again emphasized the positive energy culture of the Yueqiang brand at the meeting. At the same time, he also used positive energy to encourage dealers present to calmly cope with the current industry environment and actively respond to the headquarters' policies. , work with the headquarters to achieve the goal of going upstream.
Consumers’ awareness of a brand starts from the effect of the entire store. With the improvement of living standards, consumers also have higher requirements for the consumption of goods. If they do not pay attention to it, it will soon will be eliminated by the industry. Starting from the current market segment, Zhou Yan, executive deputy general manager of Yueqiang, believes that for Yueqiang, a ceramic brand that attaches great importance to development, it is crucial to create a store image that is attractive to consumers and reflects the current industry trend. The store image is crucial to business operations. The success or failure also plays a decisive role.
A unified store style and corporate logo are conducive to improving the brand image and strengthening channels and consumers’ awareness of the brand, and standardized implementation and services can enhance channel operators and consumers’ awareness of the brand. The confidence is conducive to attracting investment and boosting sales. In order to make the brand terminal image more standardized and have higher recognitionHuang Peng, director of the brand design department, explained the necessity of upgrading and upgrading specialty stores to the dealers present from three aspects: analysis of the current market situation, how to build a terminal specialty store system, and successful upgrade cases.
As the name suggests, Sixianghui is a grand event for exchange and sharing of ideas. Therefore, four outstanding dealers with outstanding achievements in the brand's terminal market were specially arranged to share their experiences at the meeting.
Through the two-day meeting, dealers had a deeper understanding of the brand’s 2019 development strategy, and the necessity of designer & foreman channels and the renovation and upgrading of the brand’s terminal flagship store. With a more concrete understanding, they all expressed that they will unswervingly strengthen cooperation with the headquarters, strongly support the development plans of the group and brand, forge ahead, and jointly build a new chapter for the industry!
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