20 18-08- 13

On August 12, the weather in Houjie, Dongguan changed from cloudy to moderate, with the temperature of 25-30℃. The 40th International Famous Furniture Exhibition and the 2nd China (Dongguan) International Custom Home Exhibition have been held for the next day.

Yonghe Xuan attracts investment to join us, and it is fruitful! How? Look at it!

In the afternoon, Miss Yang took a photo as a souvenir. I braved the drizzle to visit the general manager of marketing and manager Yuan in Yonghe Xuan, Zone D of the Exhibition Hall 136. Before shaking hands and greeting, Manager Yuan's smile had come face to face. Naturally, as soon as we sat down, we asked Yonghe Xuan about the investment promotion. Sure enough, Manager Yuan's smile speaks for itself. In this exhibition, Yonghe Xuan and others have achieved very good results. Manager Yuan just squinted and refused to disclose more information. It's a rare visit, so I have to get some dry goods back to share with you. I directly asked Yuan Zongyong and Xuan why they had achieved good results in this investment promotion. Manager Yuan generously shared the successful experience of this investment promotion. "Mainly in the early stage of the exhibition, our Yonghe Xuan team was fully prepared. All business personnel traveled all over the country and visited various dealers, making full preparations for the signing of the exhibition. Can only say that heaven rewards hard work!

Yonghe Xuan explains successful tactics and shares dry goods.

As a furniture white, I first learned about Yonghe Xuan brand, and Manager Yuan patiently introduced their brand to us. Yonghexuan brand has distributors all over the country, and the key areas are Hainan and Guangdong. Most supermarkets in Hainan province basically have Yonghe Xuan brand stores, with more than 50 franchisees, and the total number of franchisees in Guangdong exceeds 100. Although I have no idea about this number, according to Manager Yuan's tone, it should be a very good result for brands in the furniture industry to recruit franchisees. Also based on these two days, I contacted a number of home brands at the exhibition, and many merchants' investment participation was not ideal. In the face of success, some people are really happy, while others are worried. So I'm naturally curious, how did Yonghe Xuan brand do it? What is the magic weapon?

Gold and silver cups are not as good as customers' reputation.

Looking at my puzzled little eyes, Manager Yuan guessed the question I was going to ask. Jing yuan learned that Yonghe Xuan was founded in 200 1, focusing on the combination of boards, and made a fortune in Hainan. Its high cost performance, simple design and original wood grain color in the industry are deeply loved by working class. In the words of Xiang Jun, the general manager of marketing, "The products we designed are not for exhibition in grandiose exhibition halls, but for ordinary people, which not only looks good. Let the people buy our Yonghe Xuan products and be willing to be salesmen for us. " This is a very grounded answer. As the saying goes, "Gold cups and silver cups are not as good as customer reputation". It seems that Yonghe Xuan attaches great importance to word-of-mouth publicity.

Talking about word of mouth, I raised my own doubts, "But how good are Yonghe Xuan's products, and only after they are sold can they have word of mouth influence?" The premise is how Yonghe Xuan develops franchisees. "

Manager Yuan replied to me: "Yonghe Xuan pays more attention to the word-of-mouth publicity of franchisees than end customers. Yonghe Xuan boss's business philosophy has always been to develop a store, serve a store well and revitalize a store. Franchisees are naturally willing to open branches again when they make money, and they are also willing to introduce colleagues from different regions to join, gradually forming an industry reputation! This is also the way for Yonghe Xuan to survive and develop. "

Yonghe Xuan's trilogy of service franchisees has cultivated a fool franchisee who only knows how to count money and laugh.

After listening to the above expression, a liberal arts girl like me naturally has to delve into her own key points. Manager Yuan, you said that the company's philosophy is to develop a store, serve a store well and revitalize a store. Many brands also say so. How exactly did Yonghe Xuan do it? Manager Yuan continued to answer my question: "Yonghe Xuan pays attention to choosing the right franchisees when developing franchisees first. Suitability is the most important thing, just like choosing a life partner! We must have the same business philosophy. Specifically, the franchisees we choose need to have a certain strength base, have brand awareness, recognize brand value, and make store layout according to the store image standards formulated by Yonghe Xuan Company, instead of pursuing short-term goals, fighting product price wars and selling goods with brands. Secondly, the company gives great resource support to the partners who choose to join Yonghe Xuan, for example, it will provide the overall design scheme to the merchants, and at the same time, after the store decoration is completed, the company will give support according to the payment ratio. According to the standard storefront of 200 square meters, merchants only need to invest about 6.5438+0.7 million yuan, and the company will support 30,000-50,000 yuan, with the support ratio as high as 654.38+0%. In addition, the company attaches great importance to service support. Choosing a franchisee is choosing a partner. From the planning of opening a shop, effective training of shopping guides, product visits, soft decoration, lighting adjustment and so on. Yonghe Xuan's factory team grasped these details very carefully and executed them in place! It is these three concepts that make Yonghe Xuan brand blossom all over the country!

Manager Yuan summed up Yonghe Xuan's business philosophy of treating franchisees with a joke: serve a franchisee well and turn it into an old dealer. There are more and more shops, and people are getting more and more stupid! I just heard that stupid word, I froze for half a second, and then I laughed. Yes, what the franchisee needs to do is to choose your brand, and the rest of the heart is for the Yonghe Xuan manufacturer team, and the franchisee is responsible for harvesting the results!

Don't tell the truth, do the best service and win customers with achievements.

Well, it's either good or good. It's really good to have everyone's good, right? Is there a case?

Manager Yuan said that their business philosophy is not bragging! But many market cases have proved this! For example, Foshan Biot Home Chain has seven stores. In July this year, the first store bought Yonghe Xuan's products, giving everyone an opportunity to get to know each other! In August, all the teams of Biot Home Chain came to Yonghe Xuan Houjie Factory this time, because the products were affirmed by the market, the services of Yonghe Xuan team members were affirmed, and the other six stores were well stocked at the same time!

To discuss this case, Xiang Jun, general manager of the marketing department, sat next to him. Huizhou Songda Interlock has been synchronized with our Yonghe Xuan series products in seven stores in Dongguan Changping, Dongguan Shilong, Dongguan nave and Dongguan Humen for hundreds of years!

In fact, when it comes to cases, the leading bodies are generally more excited, because these are the recognition of the brand and their efforts!

As a former front-line salesperson, I can understand this feeling too well! This is a heartfelt pride!

Xiang Jun's marketing general manager talked with me and continued to emphasize that Yonghe Xuan always pays attention to service! The homogenization of the home furnishing industry is very serious. Yonghe Xuan brand pays more attention to the service of franchisees, from the on-site help of stores, sales planning activities, opening activities applications ... The company gives the greatest support, specifically requiring Yonghe Xuan team members to visit franchisees once a month to understand the sales of products. The problem encountered by franchisees is that they have the responsibility to treat franchisees like nannies, help franchisees become bigger and stronger, and earn considerable profits! I sigh that this business philosophy can enable franchisees to establish deep ties with customers of Yonghe Xuan, which is definitely the foundation for this brand to become bigger and stronger!

Well, I didn't give up.

After listening to so many excellent cases, I asked the director weakly, "Isn't there a franchisee who wants to give up?" The manager immediately answered me, "Of course! A franchisee in Henan, a husband and wife file, is a customer of early cooperation and has been operating time-honored products. In recent years, the environment is not good, but also encountered bottlenecks, business is not smooth! Put forward to give up brand cooperation. At this time, our team from Yonghe Xuan went to the store to have in-depth understanding and communication with partners, and then adjusted the sales skills and actual delivery of products through product orders, which greatly improved the performance. The real data feedback from the market makes the partners regain their confidence, dispels the idea that Yonghe Xuan is a bad brand, and continues to operate unswervingly!

The world is different, things are human, and things are human.

Since franchisees have encountered sales bottlenecks, I would like to talk to the director about whether Yonghe Xuan brand has made corresponding adjustments to the consumption habits of consumers after 80/90. Answer my director without thinking, yes, their products develop more grounded design, use popular language and product style, and make Yonghe Xuan a cheap and cost-effective home that the working class likes and recognizes! Products are more flexible in function and size, and can also be customized by customers! Moreover, Yonghe Xuan also launched a grand (Xuanyi. New Nordic) series, based on modern people's aesthetic standards, combined with China's traditional culture, create a brand-new Nordic style! What is the new Nordic style? It is the perfect combination of "the roughness of big northern Europe and the exquisiteness of small northern Europe", and adopts solid wood frame structure to meet the practical and beautiful needs of home! Once the series was launched, it received enthusiastic response from the market, which proved that product research and development can accurately grasp the brand positioning and customer group needs.

Find your brother in the vast sea of people.

Finally, as the home campus of Tencent Penguin New Media College, we will naturally discuss the promotion of Yonghe Xuan brand new media. Director Xiang is an intellectual young man who keeps pace with the times and keeps up with the times! He said that he is a die-hard fan of WeChat, which is not only a social tool, but also deeply integrated into his life. From opening his eyes to resting, WeChat is his longest companion. On this platform, he obtained all kinds of information, and the circle of friends also spread the brand information of Yonghe Xuan more widely! It is very recognized to the teacher that WeChat is an important part of obtaining user traffic. He hopes to effectively combine the advantages of this platform with Yonghe Xuan to help the brand do better! After four years of brand adjustment, Yonghe Xuan will better promote itself in major new media channels, increase the awareness of end users and help franchisees do more sales!

? Wow, Sun! My eyes lit up when I heard the general's answer, and I felt that he was Tencent's own friend and family! You don't need to introduce various products of Tencent platform, and the brothers already know them like the palm of their hand! With such a marketing-conscious leader, Yonghe Xuan can hardly succeed!

Because of the time, although our conversation is not over yet, we can only end it with regret. Finally, let General Xiang take a close photo with our penguins in Tencent!

Mr. Xiang has many years of practical experience. Next time you have an opportunity, learn more from outstanding predecessors! Thank you for your warm hospitality to General Manager Yuan. Let's get together next time!