Anwar Sanitary Ware Tian Guotao: Positioning mid-to-high end to promote sales channel expansion
On June 23, Anwar elites from all over the country gathered in Foshan Gaoming to celebrate the grand opening of the 7th Elite Training Camp of Anhua Sanitary Ware.
This elite training camp was held in Foshan Gaoming Fuwan Lake Hotel. Different from previous years, this year's training and outreach training will be conducted in two batches. It will be a one-week training and expansion training. The training content of the conference includes “1+4†expansion training, sales management training, store manager brand management and terminal brand marketing responsibilities, product knowledge training and new product recommendation, Anwar production process learning, Anhua store management and marketing skills. Training, etc., the meeting aims to cultivate the team spirit of the terminal, while improving their marketing skills and terminal brand management capabilities.
It is reported that this conference will be based on the theme of “Smelting Champion Champion and Achievement Brand Kingâ€. The elite leaders of Anhua Sanitary Headquarters will personally conduct comprehensive product knowledge training for the store managers, and teach practical marketing techniques and store management.
Distinguish the sales characteristics of the North and South Districts
[Reporter]: Manager Tian, ​​hello, how about the sales of Anhua Sanitary Ware in the North District in the first half of the year?
[Tian Guotao]: The overall trend of the market in the first half of the year is not particularly ideal, because we have a task assignment at the beginning of each year. From the perspective of this task assignment, basically from the previous five months, the task is a little overdone, but Compared with the same period last year, the growth rate is not that big. From the sales situation of the funds withdrawal from the first half of the year to the present, we can maintain growth at 10 points.
[Reporter]: In the first half of this year, is there any new sales plan in the second half of the year?
[Tian Guotao]: The market situation last year to this year is still a little weaker than in previous years, which may be felt in all walks of life. According to the situation in the first half of the year, we also made some conclusions, but in the second half of this year, we should still pay close attention to the promotion of marketing methods. In the first half of the year, we looked at the promotion of a series of activities we did for our customers. Anything that was promoted earlier and planned, the whole sales situation is still good, although there is no more than before, or better, especially The hot scenes are rare, but there are still a lot of orders on the whole, and there are also many highlights, including all of our southern and northern districts. In the second half of the year, we may start a new round of promotion from July, or promote it in a similar way, and we think the overall situation will be better in the second half of the year. We will seize the key points of each month and go through various means. Do this kind of sales or channel expansion, and drive sales through the whole.
[Reporter]: What is the brand positioning of the North District? Is there any intention to make some adjustments?
[Tian Guotao]: Our initial positioning is mid-to-high end. Now there is still not much change, because the brand positioning is not constantly adjusted at any time. Of course, everyone has seen that our VI image of this brand is gradually Adjustment, this we will follow up. In the future, the company may expand in terms of intelligence, and there will be corresponding manifestations in our products. In principle, in the future operation process, we still hope to raise the brand image again. This is the overall trend of the future, in May. The situation we saw when we went to the Shanghai exhibition should be like this. Of course, this needs to be gradually promoted by our marketing department. As part of the entire national market, we will follow the company's overall pace and will gradually move higher in the future.
[Reporter]: Compared with the Southern District, what is the difference between the North District market and the consumer spending habits? Where is the biggest difference?
[Tian Guotao]: The Southern District and the North District are still different. The North District goes north, to Inner Mongolia, to the northwest, to Xinjiang, and our factory is in Guangdong. From here, the freight is past and takes a relatively long time. It is easy to form the concept of a big customer. The bigger the scale, the lower the cost and cost of controlling all aspects of it. In the south, it is not the case. Our factory is located in Guangdong. The customers in Guangdong basically do not need to stock, because the factory is a large warehouse. During the day, the goods are sold out. The car is pulled away that night, so the product is pulled away. The more north, the more large customers, and the South may be mostly small customers. This product has many different living habits in the northeast and northwest. For products such as cabinets, the demand for cabinets of 1 meter and 1.2 meters is much larger than that of the south. For example, basins, customers in the north like deeper, and these aspects are also different.
[Reporter]: According to the North and South District, in addition to the geographical location, there are different consumption habits.
[Tian Guotao]: Yes, in the end, they have caused their demand for products, including customer choices, including some promotion methods. The southerners are more sophisticated and do not work the same way as the northerners.
Real estate control policies fluctuate from the second and third tier cities to break through
[Reporter]: Nowadays, real estate regulation and control policies have been issued more frequently. For example, restrictions on purchases and restrictions on loans, what kind of impact will these regulatory policies have on sales in the second half of the year?
[Tian Guotao]: In the second half of the year, this situation may also involve the change of the government leadership team. The recent news broke that the bank has already shouted a 30% discount. Although the government has repeatedly clarified that this thing will not necessarily be implemented, it is necessary to maintain the stability of the government. But there is no wind and no waves. I can say such words. I personally think that there will be changes in the later period, because the regulation of real estate has a certain impact on the overall environment and all walks of life. I believe that the new government will do this. Make adjustments. If there is any adjustment, it will be fine. As our ceramic industry should have a momentum in the future, but this future will start in the second half of this year, will it still be in the first half of next year, or will it be in the second half of next year? This is not easy to say now, it depends on the development of the future, but our industry is sure to continue to fluctuate with the ups and downs of real estate. According to some news, for example, some real estates in Foshan are said to be selling well, and some in Beijing and Shanghai are also selling well. I believe that the future is definitely a trend to go up, but we are more expecting this trend to come sooner. It is best to start the policy in the second half of this year and the second half of this year. The whole market will change and quickly push the whole industry up. I hope so. However, there is also a prediction that until the first half of next year and the second half of next year, we cannot rely on our existing customers who have used similar products to promote the overall sales increase, but the new ones that need renovation. The customers are pushing, so we still hope that this policy can be introduced soon, because there are still many people who want to buy a house like us, and there are people who have such a need for life. I hope that in the second half of this year, if not in the second half of this year, It will be in the second half of next year, after a period of housing sales, we will have sales of our home building materials.
[Reporter]: In which areas do you think there are bright spots in sales?
[Tian Guotao]: This year, there will be more highlights in some second- and third-tier cities. Since February of this year, Anwar has had some second- and third-tier cities doing alliance group purchases. The effect is good and the cost is reduced. From the overall effect of the signing, the input-output ratio of this method is quite good. This has absolutely a corresponding relationship with our property market regulation. As the big cities go down, the impact will become smaller and smaller, so the highlights in the second and third tier cities are better.
[Reporter]: How do you plan to seize the second and third tier cities and highlight its highlights to do market sales?
[Tian Guotao]: On the one hand, our company has also launched a corresponding policy this year, giving support to dealers including discounts, because the pressure caused by the market has already brought to customers, and we have alleviated these pressures through the company’s policies. It is certainly impossible for the two to sandwich our customers, which will make him very uncomfortable. When the market is putting pressure on them, we release some pressure from us. From the internal policy of our company, including reimbursement, discounts and many other policy support, it is to relieve the funds from all aspects of sales. This is what our company wants. On the other hand, like we are now opening shopkeepers, we will have a dealer meeting just around the middle and late next month. We will encourage us again from the confidence. Of course, our staff will go out afterwards. Go with the dealers and seize the market through marketing.
[Reporter]: Integrate comprehensive resources.
[Tian Guotao]: Yes, the pressure from the internal release to the enhancement of our confidence, and the interaction of methods and methods to promote this piece.
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