wen/chancan
No matter which industry you are in, it is common for companies or brands to go bankrupt, and it is not uncommon for dealers to change brands. The same is true for the building and ceramics industry, especially in the environment where the market situation has taken a turn for the worse in recent years and brand competition has intensified.
There is a ceramic tile brand that has gone through a glorious journey of 22 years since its establishment in 1998 and has become a leader in the brand camp of the building ceramics industry; there is a ceramic tile dealer who has been working with the brand since the second year after its establishment. Hand in hand to this day, becoming an outstanding representative among its dealers. After the great upheaval in the building ceramics industry, there are not many brands with a history of more than 20 years, and there are even fewer dealers who have stuck to one brand for more than 20 years.
This brand is Shunhui Ceramics, a ceramic tile brand famous for its emphasis on product quality; this dealer is Wang Wenke, a Guiyang dealer of Shunhui Ceramics, who comes from Shuitou, the "Stone Capital of China" Fujian people.
▲Shunhui Ceramics Guiyang dealer Wang Wenke
Why has Wang Wenke stuck to Shunhui Ceramics for 21 years and maintained a stable development trend? In order to find the answer, a reporter from China Ceramics Network who conducted terminal research in Guiyang from September 23 to 29 (2020 National Tile Market Survey [Guiyang Station]) interviewed him out of curiosity.
The cooperation between dealers and manufacturers is often described as a husband-and-wife relationship. Through interviews, reporters from China Ceramics Network believe: The 21 years that Wang Wenke has joined hands with Shunhui Ceramics have fully demonstrated a kind of enterprise that begins with fate, is immersed in talent, and is loyal to character. Model couple relationship.
1
It starts with fate
Looking at Wang Wenke’s life experience, it can be calledA history of struggle.
I came out to work when I was 13 years old, starting as a temporary worker breaking stones; at the age of 15, I became a small boss, hiring others to break stones; and later I had my own factory...until I came from Fujian in 1998 When he arrived in Guiyang, the 29-year-old had already been working in the stone industry for 16 years.
Despite facing many difficulties such as a strange place and difficult conditions, Wang Wenke, whose hard-working quality has been deeply rooted in his bones, did not hesitate to embark on a second entrepreneurial journey in Guiyang, almost from scratch, still working in stone. This is my old profession.
Soon after, Wang Wenke gradually discovered that there were not many Nan'an people doing ceramic tile business in Guiyang at that time. With a clear mind and keen vision, he made the decision to enter the ceramic tile field. As soon as he said it, he started a ceramic tile business, starting with wholesale of first-class products.
In 1999, Wang Wenke went to Foshan, Guangdong to select cooperative brands. Originally, after being introduced by an acquaintance, he had an interest in another brand under the company where Shunhui Ceramics is located. But at that time, the exhibition hall of Shunhui Ceramics and this brand was in the same building. As he walked, he came to the exhibition hall of Shunhui Ceramics first and walked in to take a look.I found that the products of Shunhui Ceramics can meet my business needs;It happened that the first-class products of Baite Ceramics were represented by other local dealers. So, as if destined by God, he chose Shunhui Ceramics and worked there for 21 years.
In this regard, a reporter from China Ceramics Network joked: "I didn't expect that you chose Shunhui completely by chance." Wang Wenke smiled and added: "I think it's more of a fate."
2
Stuck in Talent
When talking about the "talent" of Shunhui Ceramics to a reporter from China Ceramics Network, Wang Wenke talked about it in detail.
First, Shunhui ceramic tile products are stable.
Wang Wenke said that in the 21 years since he has been operating Shunhui Ceramics, there have been almost no product quality problems in either retail channels or engineering channels. Shunhui Ceramics' products are very worry-free. For some brands whose product quality is not stable enough, their dealers often contact and communicate with manufacturers frequently due to product quality problems, explaining and compensating to consumers, without any reason.This has significantly increased operating costs.
He believes that the reason why Shunhui ceramic tiles can maintain stable product quality is because Liang Youfu, chairman of the company Shuncheng Ceramics Group, vigorously advocates and practices"To Quality is the core of development"The concept is inseparable.
Because of this, Shunhui Ceramics has established the product concept of "Survive by Quality", and its product quality is exceptional in the industry. It is well-known among plasterers and consumers. This is also the basis for his persistence in Shunhui Ceramics for 21 years.
Second, Shunhui Ceramics has stable management.
Wang Wenke introduced that stable management refers to the stable team of Shunhui ceramic tile manufacturers and the stable team of dealers. Peng Changhua, general manager of Shunhui Ceramics Marketing, has been working in this position for nearly 20 years; among other staff, more than half are veteran employees with more than 5 years of experience, and there are also a few with more than 10 years of experience. There are only a handful of brands in the industry with such a stable team.
China Ceramics Network reporters found in previous terminal surveys that dealers changing brands are not necessarily due to insufficient brand influence and poor product quality. Many of these cases are caused by the instability of the manufacturer's team. The stable manufacturer group has cultivated and created a stable dealer team of Shunhui Ceramics. Among the dealers of Shunhui Ceramics, there are many people who have been working with the brand for more than 10 years, and there are also many people who have been working with the brand for more than 15 years.
Behind the stable management of Shunhui Ceramics is the vivid embodiment of the business philosophy of the group chairman Liang Youfu and the management of Shunhui Ceramics not to rush for quick success and quick profit.
Third, Shunhui Ceramics pays attention to human relationships.
Closely related to the group chairman Liang Youfu's style of dealing with people, Shunhui Ceramics is a brand that attaches great importance to human relationships. Wang Wenke has a deep understanding of this.
In the early years, when Shunhui Ceramics had not yet produced antique tiles, due to the need for complementary products, he once acted as an agent for a well-known brand that produced antique tiles - completing the shipments issued by the manufacturer in the first year. After the mission, the mission for the second year has increased significantly, and it is impossible to complete it without a large amount of liquidation.into a task. But the manufacturer didn't care about the actual situation at all, and blindly pressed him to deliver the goods, otherwise he would be "cut off", which was completely devoid of the human touch of Shunhui Ceramics. Faced with such an impersonal brand, he had no choice but to give up.
In fact, this brand also has the advantage of excellent product quality, but its management has problems with its business philosophy, lacks a peaceful mentality of not being eager for quick success, and makes one-time deals with dealers. Therefore, its dealer team is very unstable, and dealers change frequently in each sales area. Shunhui Ceramics, on the contrary, focuses on long-term cooperation with dealers and the "emotions" generated during the cooperation process rather than short-term interests. The stability of its dealer team is the best proof.
Of course, while describing the advantages of Shunhui ceramic tiles, Wang Wenke also frankly admitted its weaknesses. In the past, Shunhui Ceramics did not pay much attention to brand promotion, and its influence was entirely dependent on word-of-mouth communication of product quality, which had limited effect. However, since the upgrade of the brand logo and the headquarters exhibition hall in 2017, especially since the signing of film and television superstar Li Bingbing as the brand image spokesperson in 2018, Shunhui Ceramics’ brand promotion has been like a scam, and its popularity and influence have been greatly improved. It has won the " Heavyweight honors such as "Top Ten Ceramic Brands" have been recognized by more and more dealers and consumers
3
Loyal to character
Wang Wenke believes that "loyalty is the essence of China's five thousand years of traditional culture and must be well studied and carried forward." In the 21 years since he joined Shunhui Tile, he and The relationship between Shunhui Ceramics has risen from a mere cooperative relationship to an emotional level.
For example, he said that over the years, he and Peng Changhua, general manager of Shunhui Ceramics Marketing, have not only had close contact and communication in business management, but also often communicated and discussed private matters such as children's education. He has regarded Peng Changhua as a Big brother treatment. He also said that every time he came to the Foshan Shunhui Ceramics headquarters, he felt as friendly as returning home. “There are not many old Shunhui like you (compared to the beginning). is a precious asset of Shunhui Ceramics.span>" He specifically told the China Ceramics Network reporter what Chairman Liang Youfu often said to him.
From the initial store of only 25 square meters to the 1,300-square-meter Shunhui store built in Southwest Home Furnishing Expo City in 2002, and now 18 stores (3 direct stores and 15 distribution stores), he Not only has the "tile territory" been expanded step by step, but other businesses have also been developed. Today, in addition to being a dealer of Shunhui Ceramics in Guiyang, Wang Wenke is also the president of Guizhou Decorative Material Circulation Chamber of Commerce, the honorary president of Guiyang Fujian Nan'an Chamber of Commerce, the chairman of supervisors of Quanzhou Chamber of Commerce in Guizhou Province, the vice chairman of Huaxi Federation of Industry and Commerce, and the president of Guizhou Western Building Materials General Manager of City Development Co., Ltd. and many other positions and titles. In particular, the Guizhou Western Building Materials City under his management aims to create the largest building materials market in the west and achieve a sales scale of 12.5 billion yuan in building and decorative materials.
However, Wang Wenke, who has achieved greater career development in addition to the ceramic tile business, has always adhered to his original intention and loyalty to Shunhui Ceramics. In 2018, he cooperated with Zhejiang Zhongbo Decoration Group to establish Zhongbo Decoration Guiyang Branch precisely to promote the cooperation between Shunhui Ceramics and Zhejiang Zhongbo Decoration Group.
At the end of the interview, Wang Wenke said with emotion: “No matter how big my career becomes in the future, I will continue to work hand in hand with Shunhui Ceramics. My Son, my grandson will continue to make Shunhui ceramic tiles.”
Interview notes< /span>
At the beginning of the interview, the conversation between the China Ceramics Network reporter and Wang Wenke actually started with charity and public welfare. Because he paid attention to the "'Top Ten Ceramic Brands' Charity Aiding Education and Prosperity Action" with the theme of "Porcelain Heart Kind Thoughts and Love for Children" on China Ceramics Network; and the reporter also learned from relevant information that he is an important An entrepreneur who loves his family, misses his hometown and is enthusiastic about charity.
As the executive vice president of Nan'an Meilin Wushan Village Charity Foundation, Wang Wenke often takes the lead in making donations. His donations to build Wushan Kindergarten, Wushan Teaching Building, Wushan Wufeng Tower, Elderly Activity Center and village street lights, surveillance and other projects are obvious to everyone in his hometown.
"Using honest management to interpret touching, using words to express responsibility, it has the mellow and mellow fragrance of Moutai for a century, and the majestic pride of Huangguoshu Waterfall. ”Perhaps, posting the award speech when Wang Wenke was named “Moving Shunhui·Top Ten Figures of 2015—The Most Charming Award” will help us better understand Get to know him.
Author: Chan Can
