Shuaikang Liu Chunhua: Deeply cultivated market concentrated kitchen appliance business
Mr. Liu Chunhua, Vice President of Shuaikang Group
Granting a hand to the rose, leaving the fragrance of the university to be a social welfare activity
[Reporter] Dear friends, everyone is welcome to watch the elite interviews. Today, Mr. Liu Chunhua, Vice President of Shuaikang. Hello, Mr. Liu, first say hello to our netizens.
[Shuai Kang Liu Chunhua] Good afternoon everyone.
[Reporter] I see that we have recently had an activity called “University Bankingâ€, which should be part of the promotion of Shuaikang brand?
[Shuai Liu Chunhua] Yes, many netizens also sent us some private letters on Weibo, saying that Shuaikang held a similar trip to the country. In fact, this is part of the Shuaikang Group's social welfare activities. According to our research, college students now encounter some confusion in the process of employment. I don't know how to integrate into the society quickly. The development plan of the profession is not clear, and how to prepare better during the university. Let yourself and the enterprises and institutions be more welcome to them and so on. They don't have similar initial ideas. I hope that some professional experience and people who have gained some insights in the company for more than ten years will share with them.
We started to try it, but later found that it was very popular in colleges and universities, such as Nankai University, China Ocean University, Zhejiang University, etc., with five or six hundred people participating. The atmosphere in the scene is very good, and we are eager to ask questions, our experience, experience sharing and presentation of the report, so that they have such a big reaction that the trip to Shuaikang University is popular. We think we have more obligation to promote this. thing.
Some people may ask, what good is it for you? Give the rose hand to leave the fragrance. I believe we gave them guidance, they will definitely remember a brand, this brand is Shuaikang.
[Reporter] This is a very good way for brand promotion. May 1 is coming soon, and now many of the early days of corporate holiday marketing have achieved good results. In the past few weeks, Chengcheng has done activities abroad, marketing 71 million on two days of the weekend, and the 20th anniversary of Guanzhu Ceramics . The single-day marketing is 1.3 million. What kind of layout does Shuaikang have for Wuyi Marketing?
[Shuai Kang Liu Chunhua] For Shuaikang, we pay great attention to holiday marketing like May 1st, 11th, New Year's Day, which is the peak season for our sales. Shuaikang Group's view of the marketing season is like the exam. The test is not really good for these days. Sometimes the usual accumulation is very important, such as the usual brand communication, product line planning, on-the-spot display to consumers, etc., so that there is a peak in sales at the time of May 1st.
Just before I came to this conference room, the two teams of kitchen appliances and water heaters of Shuaikang Group in Beijing all carried out the mobilization meeting of May 1st. It is not so much a mobilization as an online face-to-face communication meeting, our terminal Promotional staff and managers sit together to study a goal, how to better meet the needs of consumers. For example, some consumers now require home delivery on the same day and the installation is in place. Our service personnel can guarantee it. We will call this communication meeting resource coordination meeting. After the meeting, everyone's enthusiasm will be very high. Our personnel status Adjusted. The second one we have in all the stores, like Gome, Suning, our specialty stores, the products we mainly push have begun waiting for everyone to choose.
Deep-plowing the market, focusing on kitchen appliances business
[Reporter] What are you busy with recently? If you use five stars to reflect your busyness, you can give yourself a few stars.
[Shuai Kang Liu Chunhua] I think it is also five stars, very busy.
[Reporter] What is the main busy aspect, is it brand promotion, channel expansion or other aspects?
[Shuai Kang Liu Chunhua] I think brand promotion, called Tao Li, is not self-sufficient, brand promotion should not be done deliberately, as long as the service is well done, the product is ready, the sales are done well, everyone can naturally remember Live your brand. What are we mainly busy with now, what kind of deep cultivation in our market, what is called intensive cultivation, we have also gone a lot of markets, we are to gain insight into the value proposition of customers, that is, to see what kind of products customers need. For example, we have a large suction product, how to arrange this product, how to do the product line, how to sink our marketing channels everywhere, this is our usual consideration.
[Reporter] What scale does our current channel layout reach?
[Shuai Kang Liu Chunhua] We are now a diversified channel structure, not only traditional KA, big chain, but also local department stores, local chains, local building materials market, supermarkets, which are localized. There are also Shuaikang Group's own exclusive sales system, flagship store, including our e-commerce and so on. These multiple channels allow them to be organically combined and compatible, to better meet the various needs of consumers.
[Reporter] Like what you just said, what are our main business this year?
[Shuai Kang Liu Chunhua] Our business is mainly concentrated in kitchen appliances, such as range hoods, hoods with large suction, stoves, if it is high energy saving, we call the inverter blast stove, this should say that its energy efficiency can reach 74.1% It is a champion in the industry. It is healthy and safe for our customers.
[Reporter] This year, whether it is home appliances or home, it may be that the market pressure is relatively large. The company finds some new ideas or new themes to adjust. What do you think we need to adjust in the kitchen and bathroom market?
[Shuai Kang Liu Chunhua] First of all, I will correct a problem for everyone. I said that this year is a cold winter. I don’t think so. Because the economy is divided into macroeconomics and microeconomics, the overall trend of the macroeconomics is declining. It seems that it is not surprising. However, in the microeconomic situation, the words have always been one after another, and some are good and bad, so we have come to a conclusion that there are no sunset industries in the sunset. The kitchen and bathroom industry includes the real estate industry. I believe that there are many real estate industries that are still very good. Why, it meets the needs of consumers in advance. For example, if he provides a cheap housing, he will definitely sell it. . Another is that if his brand positioning is better, then this consumer is also within his chosen range, and his house may be sold relatively high. What's more, the house, he is a special commodity, may not be obvious. It is more likely that the hood will be more obvious.
Health, low carbon, fashion as the theme of the marketing chain flat
[Shuai Kang Liu Chunhua] Our theme lasted for about two or three years. The first is health, the second is low carbon, and the third is fashion. It is the core keyword that constitutes the selling point of our 2012 Shuaikang Group's kitchen and bathroom products.
[Reporter] Do we have any new products available this year?
[Shuaikang Liu Chunhua] Yes, like a range hood, we now have a 898. This hood is actually a large suction range hood. Its large suction reaches 20 cubic meters per minute. This should be said to belong to the industry. It is the biggest air volume. It effectively removes the smell of soot and can make your kitchen space look fresh. We have also calculated an account, and within a minute we can probably make the entire kitchen space a new look.
[Reporter] I also cook like myself. After cooking, I have to change the smell of soot. I need to change my clothes. What is the sales situation of this product now?
[Shuai Kang Liu Chunhua] Now it has been listed. Before it was like our 777,888 model, it is already selling well. We will continue the new product before it and put it into a new model. It was found that this performance module was very popular in the market, so the appearance was updated to introduce such a new range hood. During the May Day period, everyone can go to the scene. Our machine is placed in the most important position. Our sales consultant will recommend you on the spot and tell you what kind of consumer group it is suitable for.
[Reporter] What kind of consumer group is this mainly aimed at?
[Shuai Kang Liu Chunhua] The kitchen area is slightly larger, and consumers who are fashionable and healthy are pursuing.
[Reporter] This is a young consumer group.
[Shuai Kang Liu Chunhua] Right.
[Reporter] Are there any new changes in our external marketing in 2012?
[Shuai Kang Liu Chunhua] If I change, I think that our marketing is more flat this year. In the entire sales industry chain, Shuaikang's marketing chain is more flat. How to explain it, for example, we now like the sales of engineering actually compress some of the circulation links in the middle, so that we meet some real estate companies, their demand for hood, or kitchen and bathroom products can be batched They carry out production, so if there is less of the intermediate link, it will make it easier for us and consumers, consumers to reflect the warmth and convenience that Shuaikang brings to him.
Inner Shengwang Wang strengthens the internal echelon training of talents
[Reporter] Many companies have chosen to cultivate their internal strengths in the current environment. What kind of adjustments do we have in this year? In addition to the internal meetings that you just said to employees.
[Shuai Kang Liu Chunhua] The meeting just was just the tip of our iceberg. It was a routine meeting. In fact, I will always remember that Chairman Mao once said a word called "Inner Saints". Internally, this professional quality, internal system, management process, cost control, etc., will definitely form on the outside. Everyone thinks that you are the best brand and come to pilgrimage, this is the basic meaning of the inner king.
In fact, for a company, we know that the external market must be determined by internal management. Everyone always thinks that you are not good at seeing the market. I always look for the market. In turn, we should look at the internal management loopholes. . Shuaikang Group has been practicing internal strength and has not slacked off for more than 20 years. Under the leadership of Chairman Zou Zong of our group, every team of Shuaikang Group has now streamlined the process from career planning and job setting, including job description. The control of economic management, etc., is done very well. Now there is one of the most obvious cases. Every morning we have morning meetings, we set our goals today, and some have to shout slogans. The effect is what you do. It is a long period of time, actually an internal corporate culture. A process of construction. The first one is our cultivation of internal strength.
The second part is that we are also doing the echelon training of talents. The amount of such reserve talents in each position has reached 15%. This is also the requirement of our group Zou, and the talent reserve of each position should reach 15%. With a talented team, it means that your career will be prosperous and have great development potential and potential.
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