HeyuanOne Smart SelectionGeneral Manager-Lin Chunlei
Lin Chunlei has been engaged in the building materials industry for 13 years. Last year, he officially signed a contract to become a franchisee of Heyuan No. 1 Smart Selection.
Since I first entered the industry, I have accumulated many years of sales experience, and later worked as an agent for different ceramic tile brands. It can be said that before he met No.1 Smart Selection, he was already a practical person with a wonderful resume and rich knowledge. group. When the editor from the headquarters went to Heyuan One Smart Selection, he had to make an appointment in advance to see Mr. Lin, because Mr. Lin Either at the construction site or on the way to the construction site, with strong steps and busy figures, it can be seen that success is no accident!
Identify the No. 1 model and product supplementary structure
Q1: Mr. Lin has been engaged in the building materials industry for 13 years. I believe you are also an industry veteran. What are the highlights of No. 1 that attract Mr. Lin?
Mr. Lin: On the one hand, it is consistent with the philosophy of No.1; on the other hand, it supplements the product structure, enriches customers' choices, expands the circle of customer groups, and seizes a larger share of the local market.
My current management thinking is also a platform thinking. I also have certain high-end customer resources and designer resources. It is very important whether I can meet their needs. So when I saw that No. 1 also proposed the concept of an "international high-end product" platform, which includes imported products and domestic products,I think the concept of the No.1 platform is very good. It can help me place more orders and increase sales. In the past, I only sold domestic products, but now I also sell imported products. The level of the sales team has also been enhanced.
HeyuanOne Smart SelectionExhibition Hall
Secondly, the product structure of the high-end brand I am currently representing is relatively simple, with only glossy textures and marble textures. The customer groups and designers have a relatively single choice of options, and No.1 Intelligent Selection's product structure contains products with different positioning and different textures, including matte texture, glossy texture, mold texture, etc. Originally, we The two stores only sell glossy products, but now No.1 has added matte, molded and other textured products; originally they only sold marble textures, but now No.1 has added more texture design products, and customers There are more options, and designers can completely combine them to complete the entire project. Moreover, Yihao’s product structure has different positioning levels, which can be widely adapted to more people. It also has a good brand image, so in the future, it can be used in high-end and mid-range products. High-end can also be done, but it will not deviate from our original intention of doing high-end.
Third, from the perspective of my many years of dealing with designers, the designs and colors of the No. 1 product are very forward-looking and personalized, and the texture and texture look very comfortable to the touch. Not long after the store was built, there were many Customers come to see it and think it is very good, so Yihao's products are relatively recognized among high-end groups, and they are completely different from similar products in the market, so there is a lot of room for plasticization.
HeyuanOne Smart SelectionExhibition Hall
The high-end market has large unit values and is easy to gain reputation
Q2: Mr. Lin has been making ceramics for more than 10 years. Why should he be very clear and determined in the high-end market?
Mr. Lin: When I started my business in 2008, because I still had to cross the river by feeling the stones, I represented many brands in the past few years, and they were all mid-range ceramic tile brands. It was difficult to expand the single value, and It is difficult to manage, the unit value is small and difficult to manage, and there are frequent price wars. You may end up losing money after making an order, which has led to physical and mental exhaustion over the past few years. So since 2015, I have been very clear about going into the high-end market, cutting off all mid-range positioning brands, and re-representing a high-end brand to exclusively serve high-end customers and link high-end designer resources. Because the competition in the high-end market is not so fierce, although the price threshold is higher, customers have been screened and the customer groups have been clarified. These customers are high-end customer groups, and they will pay more attention to brand reputation and service experience. I don’t have to waste time fighting price wars with everyone, which saves a lot of time, and I can focus more on doing things and serving customers.
At the same time, the high-end market has a large unit value, and usually the transactions are large orders of more than hundreds of thousands. The main apartment types are high-end apartments such as large flats and villas. Moreover, we have a strong sense of service and put customers first, so it is easier for us to obtain Owner’s approval and praise. Now many of my new customers are referred by old customers. After experiencing our services, these new customers have become our fans and introduced their friends who need renovation.
Operating the brand as a service provider
Q3: Positioning the high-end market, how will it operate One Smart Selection?
Mr. Lin: When operating a brand as a service provider, we pay more attention to service, because ceramic tiles are a kind of material, but when displayed simply as a single piece, it is impossible to experience the effect and value. We must rely on design and service. Serving customers is where the value lies. There are currently 7 people in the team, all of whom focus on serving customers!
I often say that the customer is not from our industry. He may be very, very good in other industries, including big entrepreneurs and some very successful elites. But they are really not professional when it comes to tile selection and decoration requirements. We must first screen products and design solutions with our professional vision, and at the same time, we must put ourselves in the customer's shoes.Think carefully about problems and provide customers with problems and solutions encountered during the decoration process in advance.
1. We will first clearly understand the customer's needs, living situation, interests and hobbies, and then make a plan according to the customer's direction. Generally, we will provide two plans A and B for the customer to choose. If the customer already has If we have clear ideas, we will directly produce design drawings to reduce the number of repeated revisions, and customers will also feel that we are professional;
2. We will explain to customers in advance the problems that may arise in the decoration, find solutions for them personally, and be directly responsible for the customer's results, especially for sensitive matters, such as tiles being damaged during paving. We will also bear the cost of damage. We would rather suffer a loss than do not want customers to have an unpleasant feeling;
3. During the paving process, we have construction supervisors on site to supervise the whole process. Before starting the work, we will have some sense of ceremony, and then allocate the construction site, and distinguish the areas for placing sand, ceramic tiles and other materials; when paving, We will have housekeepers follow up the entire process and strictly control the results. Each step has acceptance indicators; after paving, we will clean the entire site and protect the tiles.
Original imported product series display
I also often tell our store clerks that selling is not the end, but that service has just begun. I will ask my shop assistants to bring toolboxes and souvenirs to return visits to customers. The work content of the return visit is to do meticulous cleaning and maintenance of the tiles in the whole house, and teach daily cleaning and maintenance methods of tiles at home to repay the trust of customers with practical actions. and support. I myself often go to the customer's construction site to follow up on the construction progress and decoration details.
Actually, what I think is very simple. Our products make every customer feel comfortable and enjoyable, and the service quality makes every customer feel excited and gratified. In the end, we provided customers with high-end space effects. Many customers later reported to me that they felt different services when working with us, saving trouble and worry.
Our entire team is proud to be high-end, because customer satisfaction gives us more confidence. Take paving as an example, because our paving technology is better than ordinary paving. The masters are doing a better job. Although there are many steps, the results are very good and they can do things that other masters cannot do. Therefore, our masters are more valuable.A sense of value and satisfaction!
Product effect display
Service value will be the theme of society in the future. Dealers should also follow the principle of good products + good services and bring Yihao’s brand concept, brand culture, product culture, etc. to the public. As a senior industry veteran, Mr. Lin adheres to this original intention and sentiment. In the process of moving forward hand in hand with No.1 in the future, he will not forget his original intention and achieve mutual success.
