March was the period of planning for many brands. At the beginning of the month, the reporter also participated in the US hot water machine dealer conference, and then I heard about the ambitious plans of many dealers. Although it takes a few months for the peak season of the heat pump to come true, it is always good to plan ahead.
Li Ka-shing has a famous saying that investors are regarded as the golden rule - the factors that determine the value of real estate, the first is the lot, the second is the lot, and the third is the lot. This sentence is borrowed in the heat pump marketing, that is - channels, channels, or channels. In the interview, the reporter repeatedly heard the dealers talk about how the channel should be laid out, and even the total generation of a certain brand is outspoken: my performance last year did not go up, because I was doing channel adjustment last year!
When the rainy season, the words are mulberry, and there are people in the depths of the mountains. How can I push the product to the "person", this is probably the most interesting topic of the rainy season.
Business is good, the key is to find the right person
â– Dealer / Mr. Zhong area / Meizhou agent brand / Jinjiang Bailang
Before contacting Mr. Zhong, the Refrigeration Express reporter interviewed a dealer friend in Meizhou and had some general impressions about the environment in Meizhou. However, during the interview, Mr. Zhong did not talk very well at first, until he talked about the heat pump, Mr. Zhong gradually opened his voice.
Mr. Zhong took over the Jinjiang Bailang Air Energy Business from his brother-in-law in 2007. Prior to this, Mr. Zhong concentrated on hardware and solar energy. Mr. Zhong said that in 2007, the business was really far from the present. After the rapid development in 2008, the performance was all the way up.
"Meizhou is still a good machine for home use." Mr. Zhong told us that there are still four or five dealers underneath to help with the sales of the goods. Last year, it achieved 100,000 yuan. Basically, it is all household machines. "The trouble with this piece of engineering lies in the fact that the high-end restaurant is not the same as the one that is used, and the low-end customers will be too expensive for us to do. The modified machine on the market is too Many, just a repairman to change the old machine will dare to push to the market, that price is scary. Some small hair salons, but also special attention to such a machine, because their hair salon itself is not intended to open for how long, perhaps three or five years After that, they don't do it, so they don't need high-priced machines that can be used for more than ten years. The brand-name machines are just like theirs." Mr. Zhong smiled and his expression was complicated.
"I often run in the market. This circle is not big. Now there are more than forty brands that are called names. Some of them are made of hardware, bathroom, and some machines are put in the store. Now The market is big, and there are brands.†Mr. Zhong made a definition for them: “It’s not long-lasting, maybe it’s gone for a year. It’s a price, it’s a blow, and the failure rate is very high. These are the brand machines. The best portrayal. I also heard people can reach the energy efficiency ratio of 7 or 8."
Jinjiang Bailang
According to Mr. Zhong’s analysis, there are no national standards and energy efficiency definition standards at this stage. As long as this piece can be strictly implemented, after a period of inspection, this situation will be better. "The big waves are sanding," said Mr. Zhong.
After chatting about the chaos in the market, Mr. Zhong finally turned the topic into the key point: “When it comes to advertising investment, this is definitely necessary. But regional advertising, subsidies from manufacturers will be relatively less, and the ingredients of our business. Big, but also ran errands to do propaganda, advertising also do one, the effect is not obvious." When the author asked why the business component is large, Mr. Zhong said: "Now, the general look at the store is intentional. It’s all direct customers. It’s not surprising that after the customer came over and consulted, it’s not surprising to buy five or six units at a time. Last time there was a community, and there were twenty or thirty units in a row, all of which were unit groups. The group has a stable consumption power, and the group drives the consumption very much. They have a high level of knowledge and a high comprehensive quality, especially the group of teachers in colleges and universities. Sometimes they buy a few dozens of units. They understand the air. Yes, I am willing to try it. And now it is not only a new house, but some old houses will also slowly consider the air. This is a very good phenomenon. Some customers have a long observation period and have a living. The customers near the station have learned about it for a year and a half before they come to buy it. When they came, they took five or six units directly. Now the customers are more and more rational, and they will carefully understand and compare the insulation performance and heating power. Comprehensive consideration, as long as the service is in place, maintaining good old customers, there is nothing wrong with doing business."
The author wants Mr. Zhong to summarize the experience of advertising in the past. He said that it is very hard: "At that time, advertising was carried out, and the door of the community was not installed. When the property was not finished, I went to post advertisements and put flyers. Now Customers can learn more about the air energy channels - there are Internet search, ask friends around, and also choose to go directly to the door. We put a prototype in the store, actively posted on the Internet, and at the same time The service is good, the word of mouth is won, and one does not fall anyway. Through such efforts, the current success rate can be 60%-70%."
"There has not yet formed a professional market, which belongs to the chaotic flowering pattern. Of course, it is still concentrated. It is convenient to compare consumers. This is not. After I opened the store, I followed three or four air-energy stores. After all, the effect of making money can be seen.†At the same time, Mr. Zhong also analyzed the reasons for the low sales volume in 2010, saying that the main reason was the impact of the Meizhou real estate market downturn: “The average price of Meizhou buildings is around 5,000, so 2010 The annual sales volume has decreased slightly. During this time, we mainly aimed at the villa market, which increased the intensity of advertising to the villa. It is estimated that the approximate advertising cost will be around 50,000 to 60,000."
Finally, Mr. Zhong also mentioned the details to the author: “At the time of National Day last year, the regional manager also found me and asked us to do activities. In fact, sometimes I am tired of doing it. I really don’t want to do it. The regional manager above is yearly. Change, I can't figure out who is who, such 'support' will make dealers feel at a loss."
As the saying goes, "Business is good, the key is to find the right person", this sentence applies to consumers, but also applies to Mr. Zhong himself. In the hands of my brother-in-law, I did not do a good job, and I handed it to Mr. Zhong, but gradually got a big momentum. "The pressure is not big, power okay, I'm the spot, but the feeling after receiving market outlook is good." Chung said with a smile, "Of course I recognize that, and also improved business downline distributors The efforts are inseparable."
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