The turbulent period of real estate, the continued advancement of "double carbon", rising costs caused by energy shortages, and the uncertainty caused by repeated epidemics... 2022 will be full of challenges for the building materials and home furnishing industry. In a challenging year, the entire home furnishing market has shown a weak trend. The market is no longer prosperous in both production and sales, and dealers are facing many difficulties in terminal operations. In this war without gunpowder, some people left sadly, some were conservative and waited, and some grew against the trend. Those who can rise despite adversity are definitely not lucky, such as Wang Yongfu, a distributor of Oceano in Chengdu.
As the helmsman of Chengdu Oceano, although Wang Yongfu has not been an agent of Oceano for a long time, he has successfully joined the ranks with excellent sales performance by virtue of his mature business philosophy, model and team. Oceano is among the top big businessmen! With this, Wang Yongfu was also successfully selected as the "2022 Outstanding Dealer" in the top ten brands of China's architectural sanitary ceramics, known as the Industry Hundred Flowers Award.
The current situation is changing and the paths are divergent. Behind the success of Chengdu Oceano, what unique business approach does Wang Yongfu, the general manager of Chengdu Oceano, have? In the face of market changes, what thoughts and experiences does he have to share? Let’s get close to Wang Yongfu, general manager of Chengdu Oceano, and explain its rapid growth.
Working with leading brands
Be a multi-million-level cattle dealer
As a typical representative of self-made people, Wang Yongfu's life experience is extremely exciting: he joined Huanai Home Furnishings as a teenager, which has the "Huangpu Military Academy in the dealer world", and started from the lowest level, working as a porter, warehouse manager, decoration salesman, From the general manager of the franchise department to the general manager of the brand department, the deputy general manager of the Sichuan sales area, and the general manager of the Sichuan and Chongqing sales areas. From 1997 to 2020, 23 years of experience in the building materials industry have created Wang Yongfu's excellent brand operation capabilities and keen market insight.
Undoubtedly, Wang Yongfu, who has a professional background, has a very profound understanding of the current situation of the existing market. "Standing on the shoulders of giants, we can see further. If we cooperate with excellent companies, we will become even better." Why is it the first choice to join Europe?God promise, Wang Yongfu said.
Combining many years of Huanai Home Furnishing trading experience and keen market insight, Wang Yongfu explained the three dimensions of his choice of Oceano:
One is brand strength. Either don’t do it, or be a top brand businessman. As the former general manager of Huanai Home Furnishing in Sichuan and Chongqing, Wang Yongfu has a deep understanding of the huge advantages of leading brands. A leading brand not only means a strong brand effect, but also means a stable supply chain, excellent product quality, a three-dimensional service system, and unparalleled support policies. As one of the few listed companies in the industry, joining hands with Oceano will be a long-term win-win choice.
The second is product advantages. As an expert who has been deeply involved in the terminal market for many years, Wang Yongfu has managed and operated many leading ceramic tile brands. He has a clear understanding of the major brands in the industry and has a good idea of which products are better and worse. As a representative brand with innovation-driven development, Oceano not only excels in product quality, but also leads the industry in original craftsmanship and texture. At the same time, as the leading brand in the industry, Oceano's product system is very comprehensive, with more than 1,000 products covering different channels and different preferences of different user groups. In addition, on the basis of good product strength, the mature design system will also customize a marketable product system for each dealer, providing thoughtful and in-depth help to dealers from retail, engineering, home decoration, Internet home decoration and other operations. In the process of contacting Oceano, Wang Yongfu has personally visited the Oceano factory many times for on-site inspections. He believes that Oceano's products have great potential and is very confident that it will do well in the Chengdu market.
△Oceano spring new product effect
The third is like-minded development goals. Wang Yongfu has been deeply involved in the Chengdu market for 23 years and has established a mature and stable operation team. In his words, "the team brings its own traffic, just like a group of 'veterans' who have changed brands." Wang Yongfu firmly believes that relying on OuShennuo's strong brand strength and its mature operation team will surely give full play to the effect of 1+1>2.
In addition to the above three dimensions, Wang Yongfu also revealed that his cooperation with Oceano has an emotional basis, "About 2000, I was in charge of Oceano supermarket business in Beijing, and I have a certain affection for it, so I still have feelings for Oceano. Shennuo’s memory is still fresh.”
Multi-wheel drive
Consolidate the channel for performance improvement
At present, Chengdu Oceano has 4 directly-operated stores, and they are all located in Fusenmei Home Furnishings, which is famous for its high-end stores. A high-end store image and first-class service experience are the first steps for Wang Yongfu to set a benchmark. Wang Yongfu, who has rich experience in brand operation, is very good at large-scale brand operation and diversified channel development.
In terms of new retail, Wang Yongfu believes that to build a brand, you must embrace new trends, think what young people think, and do what young people do. Many times, freshness is the outlet and the channel. To this end, Chengdu Oceano has established a new retail team from the beginning, focusing on Douyin, Moments, and video accounts to build Chengdu Oceano’s new media matrix, focusing on private domain traffic operations; using Xiaohongshu to explore stores and other Produce products in the form of content, allowing users to quickly try new products and accumulate online users; popularize practical decoration information and avoid pitfalls knowledge through online live broadcasts, form effective interactions with users, and enhance user stickiness. "Online promotion and exposure, offline experience and transaction" is a good new retail transaction model.
△Chengdu Oceano South Fusen Store
In terms of channel layout and distributor management, Wang Yongfu relies on Oceano's "regional alliance warehouse" model, implements the "all products + all channels" marketing organization, and uses a mature development team to continue to expand in Chengdu and surrounding areas. Expand the territory and dig deep into the vast number of blank outlets at the city and county levels to form a coordinated development of regional alliances. This regional alliance warehouse cooperation model is undoubtedly good news for the vast number of county-level customers who are trapped in financial pressure, inventory backlog, logistics costs, etc. Mr. Wang said that only big brands can better reflect their own value.
In view of the current situation where the proportion of finely decorated houses is increasing and decoration companies are cutting off large-scale sales, Wang Yongfu believes that focusing on high-quality customers is very important. In order to build a moat for Oceano's high-end brand, Mr. Wang organized a special training camp on the "A+ Space Delivery Service System" by leveraging manufacturers to set up an exclusive finished product delivery service team to break the traditional ceramic tileThe business model of the store only sells ceramic tile materials, and is committed to providing consumers with high-quality home decoration finished products, in order to tap into channels such as designers and high-end home decoration.
Focus on finished product delivery
Promote a comprehensive upgrade of the service system
Wang Yongfu said that I agree more with Oceano due to its strong brand strength and forward-looking market layout. The "A+ Space Delivery" proposed by Oceano last year is a forward-looking initiative to proactively embrace "better living".
Wang Yongfu has a deep sense of identification with Oceano’s “A+ space delivery”. "Beautiful living" is a major trend. Whoever can tap consumers' beautiful needs and impress consumers with better products will win this market game.
Oceano's "A+ Space Delivery" covers pre-sales, sales and after-sales fully closed-loop services, combined with the brand-new A+ close-seam ceramic tiles and self-developed 0.5mm continuous pattern close-fitting technology. Taking the authorized A+ space delivery experience center as the service platform, it provides users with immersive material selection experience, intelligent cloud design, efficient processing and distribution, as well as authorized professional sealing craftsmen to implement sealing construction and other managed and integrated worry-free services, allowing users to Experience a high-quality, worry-free and considerate one-stop shopping experience throughout the entire process.
Transforming from a material supplier to a service provider is the general trend of future industry development. Wang Yongfu said that he actually began to plan the delivery of finished ceramic tiles many years ago and gradually formed his own team. With the help of the manufacturer's overall assistance and establishment of "A+ Space Delivery", the huge effectiveness of Chengdu Oceano's finished product delivery service team has gradually begun to emerge, providing guarantee for Chengdu Oceano to deeply cultivate high-unit-value customer groups.
△Oceano A+ Space Delivery Special Training Camp Chengdu Station
Wang Yongfu is very ambitious about the future development prospects. As a new first-tier city, Chengdu is relatively high in the country in terms of both population size and population growth rate. In addition, the policy on finely decorated housing has been relaxed in the past two years, and the market size of ceramic tiles, a product that is in demand, is very considerable. Although Chengdu’s market format has been changing in recent years,The market share of many ceramic tile brands below the waist continues to decline, but leading brands have always occupied the majority of the market volume by virtue of their huge brand advantages.
Wang Yongfu holds two powerful tools to win the market: "leading powerful brand + mature management team". His goal is to build Chengdu Oceano into a benchmark in the southwest region and even the country!
Facing the increasingly severe market environment and industry competition, Wang Yongfu's success has undoubtedly proved one thing: following the giants means following the trends! In the future, Oceano will always focus on the development path of "customer-centric, product leadership, efficiency-driven, and omni-channel operation", continue to deepen customer needs, and continuously upgrade dealers' exclusive rights and interests. The stock era is coming, and Oceano Ceramics looks forward to working with you hand in hand to win the future together!
A true creativity
Has a power and life of its own!
