Big brand, big future
In 1995, Foshan's ceramic industry was in the midst of a boom. Yingpai Ceramics, which had been founded for 21 years at the time, boldly innovated and developed large-grain polished tiles, setting off a trend of large-grain tiles in the industry. The product accounted for half of the market at that time. In 1995, Eagle Brand was the benchmark in the ceramic industry, ranked among the best, and well-known at home and abroad.
In the same year, Huang Yonggang and his elder brother Huang Yongxiang went to Foshan for inspection. After a round of inspection, Huang Yonggang felt that the ceramic industry had great potential, so he decided to give up catering and join the ceramic industry. When it came to choosing a brand, he chose Eagle Ceramics without hesitation and has been doing this for 24 years. When talking about the reasons for choosing Eagle Brand, he believes that only big brands have a big future. "Eagle Brand was a big brand recognized at home and abroad at that time. The products were independently developed and launched overseas in 1999." Huang Yonggang said proudly, "During the inspection, I met Mr. Pang Runliu (the person in charge of Eagle Brand at the time). ), I thought Mr. Pang was a thoughtful and practical person, and I was optimistic about the development prospects of Eagle Brand, so I joined Eagle Brand directly without any hesitation. ”
Eagle Brand Ceramics Xiangyang Dealer-Huang Yonggang
Twenty-four years is neither long nor short. During the 24 years that Huang Yonggang was the agent of Eagle Brand, the ceramic industry has undergone earth-shaking changes. However, Huang Yonggang has always insisted on only making Eagle Brand, an independent brand. Many friends in the industry advised him, and other manufacturers approached him to be their engineering agent, but he remained unmoved and only identified Eagle Brand. He insisted that "if you do something, you have to go all out and do it. There is no way back, or you don't get involved." In addition, after Lin Wei, the current president of Eagle Brand Group, took office, he carried out a series of drastic reforms in marketing, technology, and management. , he saw the vigor and vitality of the Eagle Brand team. He felt that Mr. Lin and his team had the ability to lead Eagle Brand to a higher level and develop better, so he also established confidence and confidence.
Innovate model and go your own way
Huang Yonggang is truly dedicated to Xiangyang Eagle Brand, and he is determined to make Xiangyang Eagle Brand a benchmark in Hubei. Due to the low attention paid to the ceramic industry, current consumers' understanding of ceramic tiles is still limited to the scene of shopping for tiles in the building materials market. He wants to break this perception and create a better experience for customers.The warm atmosphere of the home makes people feel as comfortable as returning home. Through constant communication with Yingpai headquarters, Huang Yonggang determined to innovate the model, gave up opening stores in building materials malls, and operated Xiangyang Yingpai as a platform company. He built a 1,300-square-meter store on Hanjiang North Road in Xiangyang and built it into the Xiangyang flagship store of Eagle Brand Ceramics, establishing a brand image and gradually expanding market coverage.
Exterior facade of Eagle Ceramics Xiangyang flagship store
The Yingpai headquarters strongly supports Huang Yonggang’s innovative ideas. Lin Wei, president of Yingpai Group, said that Yingpai opened a store and built a new platform in Xiangyang, a third-tier city, which is the “big business in a small town” advocated by Yingpai Group. A model and worthy of strong support from the headquarters. Under the guidance of the headquarters, Huang Yonggang optimized the business model of Xiangyang Yingpai and created a new business model for Xiangyang's building materials industry. He said, "The market characteristics of each place are different. To survive, you have to use your own way. , go your own way ”
When it comes to how to run a brand well in a local area, Huang Yonggang has a lot of experience:
The first is branding. In the beginning, Huang Yonggang used word-of-mouth to establish the Xiangyang Eagle Ceramics brand. The product quality is good and the designs are novel. Customers spread the word by word of mouth and have a good reputation. After more than 20 years of accumulation and precipitation, Eagle Ceramics has a large number of loyal customers in Xiangyang. However, word-of-mouth publicity is only on a small scale. If you want to expand the influence of Eagle Ceramics in Xiangyang, you must use the communication method in the new media era - advertising. In order to establish the brand image of Eagle Ceramics, Huang Yonggang successively placed precise advertisements on road LEDs, TVs and residential areas. At the same time, he said that the decision to build a 1,300-square-meter Eagle Brand Ceramics Exhibition Hall was also based on brand promotion considerations. A large exhibition hall is the confidence to reassure customers, “You have to Only by giving customers a sense of experience can they have a deeper understanding of the brand and ceramic tiles.”
Interior of the exhibition hall of Eagle Ceramics Xiangyang flagship store
Secondly Team building. In terms of team building, Huang Yonggang advocates that professional people do professional things. Xiangyang Eagle Ceramics has always been based on engineering channels. Huang Yonggang specializes in this. Now Huang Yonggang's engineering team is very mature. Next, he will continue to lead his engineering team to undertake more government engineering projects and maximize the engineering channel advantages of Xiangyang Yingpai Ceramics. As for the training and creation of flagship store showroom personnel, he specially invited a professional manager from Guangdong to be responsible for it. At the same time, the headquarters also provided great assistance in building the Xiangyang Eagle Ceramics team, and implemented terminal training. Today, the team has more than 20 people, and each position is fully equipped.
The next step is channel development. Huang Yonggang has been focusing on engineering channels before. After being inspired by Mr. Lin's "walking on multiple legs", he is now gradually opening up distribution channels and designer channels. With the Eagle Brand Ceramics Xiangyang flagship store as the center, we will form regional agents and build distribution channels from point to point. With the support of the headquarters, Huang Yonggang received training and continued to learn from the experience of others. Now Xiangyang Eagle Ceramics is gradually occupying the market through distribution and designer channels. At the same time, he grafted real estate development resources onto the new platform and cast a wide net to cultivate channels.
Finally there is Event Marketing. Huang Yonggang said frankly, "Now it is difficult to build an independent store in Xiangyang, which is far away from the building materials market, so it is difficult to do marketing activities." However, during the construction, there was no way to retreat, so Huang Yonggang just did what he said. He focuses on two types of activities: one is designer activities, which are indispensable in order to open up designer channels and maintain relationships with designers; the other is customer promotion activities, which guides customers in need to visit stores and make purchases. Huang Yonggang integrated resources, divided labor reasonably, and handed over marketing activities to his team and third-party companies to jointly undertake them.
Huang Yonggang has been deeply involved in the Xiangyang ceramic market for more than 20 years and has already formed his own way. Now he abandons the traditional extensive management model, optimizes operations, finely manages, builds new platforms, integrates resources, and elevates Xiangyang Eagle Brand to a new level. high.
Using trust as a bond, win-win cooperation
As we all know, since 2018, the ceramic industry has entered an unprecedented cold winter period. Facing the market downturn, Huang Yonggang has a positive attitude, "No matter where there are people, there are business opportunities. We have also felt that the entire market has declined and consumption power has declined, but how to attract customers to consume and guide customers to buy higher-end products is what we of top priority."For Huang Yonggang, poor market conditions are not the fundamental reason why business is difficult. The key lies in how to do it. He mentioned the words "win-win cooperation".
When doing activities in building materials shopping malls, several brands will bring orders to each other to form a brand alliance. Now Huang Yonggang is also following this model, cooperating with other categories such as wallpaper and furniture to bring customers to each other and achieve win-win cooperation. More importantly, Huang Yonggang cooperates with real estate developers. As long as the owners buy bricks from Eagle Ceramics, they will be exempted from property management fees. At the same time, a series of services such as room measurement, design, and paving are guaranteed, allowing them to Residential customers have no worries. Since Xiangyang owners trust designers more, Huang Yonggang will strengthen communication with local designers when promoting new products in the local market, and finally use designers to promote consumers' awareness of new products.
Eagle Ceramics Xiangyang flagship store opens
Manufacturers are like a family, working hand in hand with warmth
While talking, Huang Yonggang often mentioned the help given to him by Eagle Brand Headquarters, and he was very grateful. He was deeply impressed every time he communicated with Mr. Lin. He very much agreed with Mr. Lin’s ideas on corporate management, brand building and channel development. He also believed that the guidance from Eagle Brand Headquarters would enable him to develop Xiangyang Eagle Brand even better. He said, "When you have passion and dreams, you can go further. We are different from other local brands. We have the best brands and can have the confidence to open such a big store. The manufacturer has given me such good resources." , I will go all out to use my local resource advantages and join forces to make Xiangyang Eagle Ceramics better."
"Eagle Brand means a dream to me, and I have the passion to continue operating it." Huang Yonggang said that in 2020, he will continue to follow the pace of Eagle Brand headquarters, optimize the business model, accelerate channel development, and follow the headquarters to develop Eagle Brand The brand becomes bigger and stronger. He said, “My daughter just graduated from college in 2019. In June, she went to Eagle Brand headquarters to receive several months of training. After that, I will let her slowly take over the management of Xiangyang Eagle Brand. I hope she will do better than me in the future. Better."
Huang Yonggang attributed the joining hands with Eagle Brand to fate. He said, "Only by fate can we come together." Being associated with Eagle Brand made Huang YongHe has just found a career and a dream that he has worked hard for his whole life. In the future, he will hand over this career that has condensed his efforts for more than 20 years to the second generation to inherit. Isn't this kind of inheritance the best wish of Eagle Ceramics? ——"Many years later, I will still choose the Eagle card."
Huang Yonggang and Mr. Lin (second from left, Huang Yonggang, third from left, Lin Wei)
"Many years later, I will still choose Eagle"
