On September 2, 2019, the Oceano 2020 new strategy conference "The road is natural and the courage to move forward" was held grandly at the Guangzhou Chimelong Hotel. Bao Jiejun, Chairman of Oceano Ceramics, Chen Jiawang, President of Oceano Ceramics, as well as nearly 2,000 Oceano Ceramics dealers and more than 30 media reporters from all over the country attended the event and participated in the grand event.
At this meeting, Chen Jiawang, President of Oceano Ceramics, conducted an incisive review and analysis of severe phenomena such as the sharp decline in supply-market imbalance in the entire ceramic industry, the shrinking of terminal "Great Depression"-style demand, and the compromise of price wars. In combination with the current industry market situation, it is pointed out that from the headquarters to the terminal, a unified fighting thought of "not using the environment as an excuse, not expecting a turnaround in the industry, facing up to shortcomings and making up for shortcomings" should be formed, focusing on firepower, using speed to control the speed, "fighting for the top, "Occupy the territory, grab the cake, change the track", with the theme of "three major" axes + "six forces" escort, comprehensively explains Oceano's next development direction and strategic layout.
Product leadership
“1+N” product strategy
Comprehensively deepen and expand the product structure based on architectural ceramics
The “1+N” product strategy is undoubtedly the biggest highlight of Oceano’s 2020 new strategy conference. Briefly speaking, the "1" of the "1+N" product strategy represents architectural ceramics, and the "N" represents the various phases extending around ceramics.related categories.
Driven by this strategy, this year Oceano not only released 12 series of new products such as Casaro 2020, Porter Classic Stone, Mocha, Shangpin, and Suge, but also simultaneously released artificial stone, mosaic, and landscape thick stone. A series of new product categories such as bricks, laboratory ceramic countertops and paving series functional materials have formed a "one main, multiple wings" business structure.
From the perspective of corporate development, the release of the "1+N" product strategy is the inevitable result of Oceano Ceramics's maturing R&D capabilities and market size. At the R&D level, Oceano has more than 20 years of history in building materials R&D and production. Based on the concept of innovation-driven development, its scientific research strength has always been at the forefront of the industry, and it has also accumulated rich sales and service experience. In recent years, Oceano has accelerated the expansion and sinking of channels, building more than 2,000 stores covering the country, in-depth cooperation with nearly 100 real estate companies, and radiating the market scale of more than 60 countries and regions around the world.
In this sense, Oceano’s “1+N” product strategy released this year not only matches the current market trend that emphasizes “diversification + combination sales” in terms of volume, but also deeply analyzes the market. Intensive cultivation of channels will fully tap the potential of each channel, thereby increasing the added value of the channel. How to promote the development of multi-category conglomerates with architectural ceramics and empower the main business of architectural ceramics with multiple categories will be the core essence of the "1+N" product strategy.
Model Innovation
Oceano’s new retail smart store is fully launched
Reconstructing the terminal business ecological chain
At this conference, the newly upgraded Oceano smart store became another sight. At the technical level, smart stores are equipped with interactive large screen 2.0, 3D cloud design system, VR fullCompared with last year's trial operation release, various functions of smart stores have achieved a high degree of integration and channel sharing across the entire platform, and can truly realize space experience, material selection, and design customization. , pre-sales and after-sales services and other "one-stop, all-round, immersive and efficient" home customization experience.
On the basis of technological innovation, this year’s Oceano smart stores also launched a corresponding store combination model. Through the combination model of comprehensive store (head office) + multi-branch stores, the regional market coverage of the store is further enhanced, allowing Store sales are closer to end consumers, maximizing the "efficient and intuitive" value of smart stores.
On the other hand, in conjunction with the business strategy of large platform traffic + regional communication + partnership mechanism, smart stores not only strengthen the store market scope geographically, but also achieve value breakthroughs such as high-level traffic interception, precise traffic drainage, and fission marketing.
From technology to layout, from layout to strategy, it is foreseeable that smart stores will completely subvert the normal sales of traditional building materials stores.
Efficiency-driven
Internal reconstruction, external empowerment
Build an "engine that ignites quickly and runs efficiently"
To implement new strategies and models in a timely and accurate manner, strong corporate operating efficiency is the fundamental condition. As early as the beginning of 2018, Oceano proposed the reform policy of "rapid response, accelerated preemption" to match the ever-changing market changes and ever-increasing service standards, and to occupy a leading position in the competition.
In mid-2018, Oceano comprehensively carried out the "double-effect project" operational reform to "o;Customer Satisfaction" as the guide, we have re-adjusted the operational organizational structure, standardized the timeliness of various work and customer service processes, and achieved initial results. At this press conference, Chen Jiawang refined and set standards for the company's operational efficiency. Based on "effort to satisfy customers: rapid response, efficient delivery", Oceano will comprehensively build operating models such as performance evaluation system, enterprise interconnection, business integration collaboration, and operation distribution mechanism to truly implement "efficiency drive". Go to the details and practice.
Six forces in one
United as one to guide forward
The steady development of an enterprise must have both hard and soft power, and the shaping of soft power must be inseparable from the cohesion and centripetal force within the enterprise. In this regard, Mr. Chen Jiawang put forward the guiding principle that "in the cold winter, only manufacturers can be united as one, united as one, and the six forces can be united to take advantage of the situation." He said that those who are able to face challenges and move forward bravely without fear of difficulties are due to the persistence and continuous improvement of their own "determination, internal strength, execution ability, mental strength, learning ability, and cultural ability".
Facing the trend of great expansion and consolidation in the ceramic industry, only by gathering the strength of every Oceano employee can we quickly keep up with the pace of the times, challenge more uncertainties in the future, overcome difficulties, and break through the siege.
With product leadership, we will build large-scale and sophisticated market components; with model innovation, we will create a new blue ocean for ceramic tile operations; with efficiency drive, we will create a new form of high-efficiency collaborative services; with the integration of six forces, we will concentrate resources and Gathering strength and determined to break through... Under the new market situation, Oceano quickly made strategic adjustments based on the four major dimensions. As Chen Jiawang said in his speech, "Under the general trend, only by bravely facing the battle and fiercely snatching can we find a way to survive and a way out." Taking this strategy conference as a clarion call, Oceano is ready to go forward and will cooperate with many customers and Partners work together to create a new picture of the brand and open up a broad "road" for the business.
(Enterprise feed)
