Urumqi, located in the northwest region of China, is adjacent to Central Asian countries and is known as the "Heart of Asia". It has been an important hub for trade between the East and the West since ancient times. In ancient China, it was a city that the Silk Road must pass through. . To this day, Urumqi, as a city with strong commercial genes, attracts a large number of businessmen to come to this hot land to "dig for gold". Yang Dongsheng (hereinafter referred to as "Mr. Yang"), a dealer of Laideli in Urumqi, is one of them.
▲Urumqi night view
Mr. Yang is from Henan and came to Urumqi when he was less than 20 years old. He has been engaged in the ceramics industry since 2000. It can be said that the first half of his life was related to ceramics. Mr. Yang said with a smile that my friends all said that besides selling bricks or selling bricks, I "don't know anything else."
▲Urumqi Laideli Team (fourth from left is Mr. Yang)
According to Mr. Yang, Urumqi is relatively far from the mainland. In the early years, even the salesmen of ceramic companies rarely set foot in Xinjiang to expand the market. Ceramic wholesalers basically have goods and don’t worry about selling. It was also at this time that they Earn the first pot of gold in your life. But now information is more convenient, profits are more transparent, and business is even harder to do. Mr. Yang realized that the era of barbaric growth in the ceramics market has passed, and the transformation of brand management is imperative.
▲Urumqi Laideli Light Luxury Fashion Museum
For world ceramics, look to China, and for Chinese ceramics, look to Foshan. Foshan ceramics plays a decisive role in China and even the world. In the terminal market, the brand name "Foshan Ceramics" has its own reputation, so Foshan Ceramics has become Mr. Yang's first choice.
On the recommendation of a friend, Mr. Yang came to the Laideli headquarters. After preliminary friendly negotiations, the two parties hit it off and reached a cooperative relationship. "I go to Foshan two or three times every year. I have heard about Foshan's big and small brands, but I visited the Laideli headquarters.After visiting the showroom, I felt that this is the brand I want." Mr. Yang explained that a brand's investment in the showroom can show its strength and support for dealers. In addition, Laideli's rich product line and excellent quality are in line with His vision of the brand.
▲Urumqi Laideli Light Luxury Fashion Museum
After signing the contract, Laideli headquarters attached great importance to early communication, construction plans, and post-service services, and arranged for designers to personally go to the construction site to supervise the work. With the cooperation between the headquarters and dealers, the 500-square-meter light luxury The fashion house made a grand appearance. Mr. Yang expressed that he was very satisfied with the decoration and that it had achieved the expected decoration effect. He also said with a smile that this was a mini version of the Laideli headquarters.
In the era of consumption upgrading, consumers are not only paying attention to products, but are also willing to pay for brands and services. If dealers still operate with a "selling goods" mentality, it will be difficult to survive in the ever-changing business ecosystem. Therefore, from wholesale to branding, the first thing Mr. Yang changed was his thinking. "My goal is very clear to build a brand. Transformation will inevitably have a painful period, but I believe the sunshine will always come after the storm," said Mr. Yang. He also has preliminary plans for future operating strategies:
1. Use the advantages of original distribution and assembly channels to quickly occupy the market. Mr. Yang said that there are fewer and fewer customers entering the store naturally now, and fine decoration houses, real estate companies, and home improvement companies are all cutting off traffic. After years of intensive channel cultivation, Mr. Yang has become relatively mature in the operation of assembly channels and distribution channels. Once a new product comes to Deli, it can be quickly launched in the stores of assembly companies and distributors, occupying the best "position", and regularly Return to visit product sales and adjust product display in a timely manner.
2. Guarantee the profits of the partners. Mr. Yang believes that cooperation is mutually beneficial and win-win. If we want to make the market bigger and better, we must protect the interests of both parties. For distributors, corresponding subsidies will be provided for early store decoration, and at the same time, there will be a better product mix to ensure distributor profits.
3. Pay attention to detail services and continuously improve service levels. Mr. Yang believes that building a brand is not as simple as selling products. Only by providing good service and reputation can we attract and retain customers. After the customer places the order, a service group is quickly established. The shopping guide, design, after-sales, and plaster masters are all in the group, and they can communicate in a timely manner and report on the service progress.
▲Urumqi Laideli Light Luxury Fashion Museum
This is the best of times and the worst of times. Those who linger and watch, those who remain stagnant, will surely be left behind by the times. Transformation means that there is no back button, only a forward button. It is precisely because more and more change makers like "Mr. Yang" join the big family of Laideli that "high quality - making a five-star home" The concept is deeply rooted in people's hearts and helps the brand's influence and performance to increase rapidly.
(This article is provided by the enterprise)
