On November 4, Guangdong Yingpai Industrial Co., Ltd. held a marketing work meeting. Wu Qichao, chairman of Tianan New Materials (603725.SH) and Yingpai Industrial, Chen Xianwei, executive president of Yingpai Industrial, and Zheng Xionglin, general manager of Yingpai Marketing Center, Chen Fanggen, General Manager of Eagle Brand 2086 Marketing Center, Yao Songrong, General Manager of Eagle Lifestyle, Zhuang Yonghui, General Manager of International Marketing Center, He Wanzhi, General Manager of Tianan Integration and other middle and high-level cadres as well as the sales teams of each marketing center attended this meeting. Chairman Wu Qichao reviewed the output of each module under the strategic deployment of Tianan New Materials since September and proposed the next stage of development direction. Director Wu once again emphasized the development strategy of Eagle Brand: Based on the ceramic category, Eagle Brand will fully enter the pan-home furnishing market and gradually move towards the direction of Well Life and Habitat through wall and floor experts. The Eagle Brand product matrix covers ceramic tiles, wall panels and floors. Eagle's brand, channels and team are the foundation of the enterprise.
At a stage when various brands in the building and ceramics industry are seeking strategic transformation, Eagle Brand is also actively responding to the market layout of pan-home furnishings. In order to let the marketing team deeply understand the company's development strategic needs, Wu Dong started from the Ansoff Matrix and shared "how to use products and markets as the fundamentals to combine four product/market combinations and corresponding marketing strategies: market development, diversified operations, Market penetration and product extension promote the company's transformation.
"Based on the existing ceramic products and fully developing the market potential" he once again emphasized that this is Eagle Brand's market penetration strategy. How to develop new markets? How to help dealers achieve diversified operations? How to extend product to attract customers? Director Wu said: Yingpai is currently promoting the "Eagle Brand Remodeler" and "Eagle Brand Wall and Floor Expert", while focusing on and continuing to strengthen ceramic products, it also introduces Tianan Integrated and Ruixin material products, which is the key to the company's strategic transformation. Implementation measures. This series of measures will help dealers seize traffic, seize the market, and bring new growth to dealers. The gradual expansion from a single category of ceramics to multiple categories will help strengthen the channel advantages of Eagle Brand and enhance the competitiveness of Eagle Brand dealers, which is a bonus. “Dealers are the foundation of Eagle Brand’s existence, with rich and highly competitive products. Products are the foundation of dealers.”
In the stage of strategic transformation, external companies develop and penetrate the market through strong and powerful measures, while internal companies require strengthening internal management and quicklyRespond, actively transform, and improve efficiency.
01/The sales team must actively embrace new mechanism changes and respond quickly to match the company's strategic development requirements.
In his keynote speech on "Sales Competitiveness", Director Wu proposed that the sales team should be upgraded to a strategic sales team, and individuals/teams should transform from the following three points:
First: Upgrade from management thinking to business thinking;
Second: Fully understand the company's strategy, be able to respond quickly when the company needs strategic transformation, and effectively switch tracks;
Third: Have a certain strategic height, know when to fight and what to strategy, be relaxed and employ people well.
In the process of transforming from a management sales team to a strategic sales team, a more efficient iron triangle project model is presented in sales team management. Eagle Brand's East China regional sales team shared a case in which they jointly conquered a certain project with Hefei dealer Wu Chaoqun and Tian'an team. He said that integrating the advantages of Yingpai, Tianan and dealers, the three parties collaborated with each other to build a sales service + solution + delivery service model, which played a good role in overcoming the project. This is also a typical case of the Eagle sales team actively seeking changes and changing their thinking under the new mechanism.
02/ Based on the ceramic category, we extend our multi-category product development strategy.
In September, Eagle brand officially announced its entry into the pan-home furnishing market and fully opened the integrated wall and floor sales market. After that, Yingpai launched wall and floor specialist stores and Yingpai renovation home stores, becoming the first brand in the industry to use floor tiles + new materials for home furnishing. Different categories provide the market with more choices, and complementary products also provide terminals with Bring double the traffic. In order to quickly respond to terminal marketing requirements, Eagle Brand timely released 27 wall panel products and 7 HPL stone flooring products, providing strong product support for dealers to open up channels and win the market!
In order to facilitate dealers to transform the original store into a wall and floor expert pavilion, Yingpai is also actively exploring a multi-layer set-type mobile background wall scene experience project. Chen Fanggen, general manager of 2086 Marketing Center, shared: Before and after Guangzhou Design Week in 2021, Eagle Brand will launch products with technical barriers for 1 to 2 years, which will cover the four mainstream elements of "fabric", "leather", "metal" and "wood grain". Provide support for dealers to add value to their orders.
03/Digital transformation promotes high-quality development.
The sales team needs to change, products are constantly enriched, and the company continues to optimize processes, improve management efficiency, and empower customers with digital platforms. Wu Dongcong's "Sales Strategy""Sales organization" and "sales support" explain the company's changes in this stage in detail. Under the arrangement of the group, the company's digital system is iteratively upgraded, empowering marketing through the middle-end data system; the supply chain is continuously optimized to effectively To ensure demand, the product system is constantly being supplemented and improved to help seize traffic
Regarding the changes at this stage, Zheng Xionglin, general manager of Eagle Brand Marketing Center, shared: Through the company's reform of the separation of powers in the supply chain, the quality management center, procurement planning center, and supplier review department jointly optimized the management system and established A rich supply chain resource library forms an open and transparent information flow. Based on this change, in the near future, we have efficiently and quickly assisted Yingpai District 6 and Group Buying Headquarters to overcome two large-scale engineering projects. In addition, a complete product gallery sharing platform has been constructed to avoid repeated trial version actions and greatly improve efficiency.
Chen Xianwei, CEO of Yingpai Industrial, added: Under the strategic transformation, Xinyingpai's supply chain, legal affairs, and finance are all undergoing positive changes. The birth of the engineering project management system has increased efficiency by 10 times. The establishment of the Internet product platform greatly facilitates the project management of Eagle Brand Project...
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Regarding the next stage of Yingpai’s work deployment, Director Wu once again emphasized that the Yingpai team must transform from a management team to a strategic team. According to the amoeba model, the group company will establish branches in North China, East China and Southwest China to establish Regional sales units adapt to local conditions and match resources according to market demand. The sales manager (account manager), product manager (program manager), and delivery manager form an iron triangle team, which implements responsibility, empowerment, independent operation, closeness to customers, role change, and in-depth development and maintenance of the market. In this regard, Chen Xianwei, CEO of Eagle Brand Industry, shared the company’s two major future initiatives:
01. "Let those who hear the sound of cannons make the decision." Establish regional sales units, with the head office as the core, implement matrix management, quickly feedback market demand, and stimulate market potential. Through deepening, optimization, promotion and replication, we will create benchmark markets and benchmark dealers.
02. Discover talent highlights and strengthen talent cultivation. Establish a talent echelon from the top level of the group to the marketing center to activate team vitality and allow talents to have greater room for development.
"It's impressive, let's see how I can achieve it"! This is what Chairman Wu says most often. Under the strategic transformation, Eagle Brand is accelerating its transformation into a pan-home furnishing direction through the strategic deployment of Tianan New Materials. We hope that all employees can actively transform under the new mechanism, accelerate the pace, and work together to move towards the track of a leading pan-home furnishing brand. What will happen to Eagle Brand in the next stage?Surprise, we will wait and see.
