Ou Pai Chen Zhigang: A good team can promote good brands

European distributor Chen Zhigang

From factory representatives to regional distributors

Since 1994, I have been working in Europe, and I came to Shenzhen as a dealer in 2000. The road I walked may be different from the average dealer. "I used to work at the European headquarters. The performance of the Shenzhen shopping mall was not doing well. I have been losing money. The company implemented the restructuring. I contracted myself and went to Shenzhen to be a dealer. From 1994 to now, there are almost 20 years of home. Industry experience."

When talking about what kind of elements a dealer needs, Chen Zhigang feels that the threshold for early dealers' needs is relatively low, especially if he is sent by the European headquarters. "Now the dealers have to open a store, the capital is the first, and no one or two million is definitely not acceptable." In addition to capital, Chen Zhigang also mentioned that a good team is needed. A good team can promote good brands.

When he started to be a dealer, Chen Zhigang also encountered difficulties. “At the beginning, the popularity of Europa has not yet opened. When we were doing marketing, brand recognition was not as high as it is now. 97 and 98 are the most difficult times. In 2005, after promoting TV advertising, all the way Come over, the more you go, the more famous the brand is, and it is widely recognized by consumers. The products are more and more acceptable to consumers."

When talking about how dealers build bridges between consumers and manufacturers, Chen Zhigang believes that communication is very important. "Including the company's top management and the boss, including some of the main service personnel, we are able to communicate very closely. This is an advantage for us. If you have any minor problems, you can communicate well with the headquarters. For other industries, Europa is also paying more attention to the opinions and suggestions of dealers. He will quickly feedback to all levels, workshops and factories. Actively feedback some problems of consumers to the factory, including process improvement, customers propose Some requirements."

As for how to do a good job of the dealer's own management, Chen Zhigang pointed out that doing a good job of the terminal image is the first priority. At present, Europa has focused on building 4S in 100 key cities across the country. The concept of storefront 4S is similar to the 4S shop concept of the car, including unified terminal, unified image, unified service and unified sales. "Starting this year, we will start at the storefront 4S and service 4S. We are not only doing 4S in the storefront this year, including 4S in terms of installation and after-sales service. I believe that Europa has passed the two years in the country. The promotion will soon push the storefront 4S and service 4S to the whole country.” The image of the storefront 4S will be specific to each accessory, and every detail is standardized.

The internal management of the enterprise will also be completed by the store manager. “We have a store manager in each store. The store manager mainly does some daily management. There is a weekly meeting every week, and a morning meeting is held every day. Our company’s management team runs a coordination meeting every Tuesday. We have several businesses. The backbone is divided into several groups. Each time there is activity, we make a task, how many tasks each team releases, the company will give an incentive measure to let them go to the horizontal PK, how many rewards can get in the first place. Employees are proactive. Every time they do activities, there is a staff mobilization meeting to implement the activities to each shopping guide, so that they can thoroughly understand the activities. So when we do activities, we can get a heart and let The shopping guide explained the measures of the activity to the consumers, letting them realize that the event merchants actually took a lot of profit margins to the consumers.

Cross-border management will be the development trend of the industry

For the cross-border operations that currently represent dealers of a certain brand, Chen Zhigang believes that this is a development trend of the industry. “Every brand is doing horizontal development, including Europa. Europa started out as a cabinet, and later made some furniture, including now also making wooden doors, making wallpapers, and decorating. This is not just company diversification. The development, but also in line with the requirements of consumers." Chen Zhigang told the author, after the consumer came to the store, chose the cabinet, but also need to buy wardrobes, wooden doors, and even wallpaper. Cross-border management has saved consumers a lot of time. “With our one-stop product display, consumers don’t have to go around to see products. At the same time, when we do activities, we can also make other products into it, and it’s If you fold it up, buy it and send it, he can save a lot of money and make it economical and affordable."

Regional dealer oligarchy is good for industry development

Chen Zhigang believes that the current performance of regional distributors is even better than that of producers. However, for Europe, there is currently no dealer that exceeds the European headquarters. As for the cases where dealers do channels and do production, Chen Zhigang does not agree. "You can make channels by doing channels, and you must get rid of channels to do production. After all, you will distract a lot of energy and money, so you may not be able to do both things with producers and distributors. Just like our Europeans, you put the cabinets The store is selling well, but also the store sales of the wardrobe is good, and the store sales of the wooden door are also good. The company has to give us many tasks every year. The growth of the European headquarters is 50% every year, he also asks him Dealers are growing at 30%-50%. If you stop for a year, then sales will stop."

Specialized distributors will also appear as regional distributors. Chen Zhigang believes that this phenomenon is normal and very necessary. "For the Europeans, the early dealers were too dense, too many. Some dealers will cause some price wars because of internal disputes and internal friction, including the mutual waste of advertising, and the resources cannot be effectively integrated. Like Shenzhen, divided into four or five, you vote for an advertisement, I vote for an advertisement. Because coordination of things will waste too much energy and time, each dealer has his own plans after all. He can not be from a long-term perspective or overall From the perspective of the effect, for example, dealers in Longgang will limit advertising to Longgang, and it is impossible to be in Shenzhen. For example, dealers in Guanzhong will only consider the benefits of consumers in Guanzhong, and it is impossible to go to Baoan to do it. Especially for outdoor advertising. If the company wants to be on the right track and develop in a good direction, it will eventually form a regional monopoly. This will also benefit the development of the enterprise and is also a development trend."

Integrity is the foundation of a hundred-year enterprise development

For the current home furnishing industry, the individual product sales incident, Chen Zhigang believes that there is a presence in the home industry. Like the Da Vinci incident that was raging last year, Chen Zhigang felt that it was also a wake-up call for the home industry. "I think this event will happen sooner or later. If you go to speculation, as long as you go to fake, consumers will find out one day. Only by doing a good job of quality and service. I think this is a business, a hundred years. The foundation of enterprise development."

For the development of next year, Chen Zhigang believes that 2012 will be an extraordinary year. "The country's policy regulation has affected our pan-home industry. Including the impact of real estate upstream enterprises, it should be said that the days of 2012 will not be very good. But how can we not be too good, for our leading enterprises, it should be said, It is still possible to make a smooth transition. Although the country's policy is unstable, it may affect the growth of our performance, but if companies survive, as long as they pass 2012, there may be a big leap in 2013. We can pass this time. For the internal rectification of the enterprise, you can go to practice the internal strength and look forward to the coming of the next climax." As a dealer, Chen Zhigang also said that he would use 2012 to carry out some reflections and do some optimization work within the enterprise. Including the introduction of incentives for employees, the refinement of the work process, and the internal display of the company, all adjustments are made. "Our company will also be up and down, and will definitely spend this extraordinary year in 2012."