For home furnishing companies, preventing and controlling the epidemic is a battle, and how to "survive" better is another imminent battle. In order to deliver a powerful and effective sobering soup to the struggling householders across the country and fight the battle to survive the epidemic quickly and accurately, Tencent Home Online interviewed the Executive Vice President and CEO of Xinyi Ceramics (China) Co., Ltd. Vice President of Marketing Lin Youyu, let’s take a look at the corporate survival tips shared by the big guys.
▲Xinyi Ceramics (China) Co., Ltd. Executive Vice President and Vice President of Marketing Lin Youyu
Reporter: Conquering the epidemic does not happen overnight. In terms of epidemic relief, what kind of relief actions has Champion Tile taken within its capacity?
Lin Youyu:Champion Tiles has been paying close attention to and attaching great importance to the development of the epidemic, and timely formulated care plans for employees from Hubei and those who are trapped in Hubei; we always pay attention to the health of employees who have returned to work, and use DingTalk to check in , voice conferences, and raising prevention and control protective materials through various channels to provide employees with a safe office environment.
Reporter: During the period of waiting for work and the period of resumption of work, what is the overall demand response of dealers in various places? What support policies has Champion Tile adopted for the re-operation of dealers? What’s the feedback from dealers?
Lin Youyu:The company will provide dealers across the country with three major support policies of "increased confidence, operational support, and extended support" from March to April to jointly face the market impact of the epidemic. .
Terminal dealer support covers "negotiation and assistance on rent subsidies for home stores, online transactions at Tmall flagship stores to attract offline consumption, live streaming of ordering activities at the headquarters, COVID-19 insurance protection, terminal online training courses, and discounts on standard delivery prices." and other specific strategies.
A series of assistance policies not only provide dealers with close care and more confidence in 2020, but also ensure the normal turnover of terminal cash flow. Champion hopes to work together with dealers across the country to quickly solve the difficulties and problems encountered and get the company back on track as soon as possible.
Reporter: The spread of the epidemic has caused a big blow to the basic lives of people and business operations across the country. As a member of the home building materials industry,In what aspects do you think its specific impact is manifested?
Lin Youyu:The home furnishing industry has always followed a fixed time sequence and developed normally. Although most companies make less profit in the first quarter, the first quarter is the home building materials exhibition season, which brings together the latest products, latest development ideas, and latest marketing concepts of home furnishing companies. The sudden outbreak of the COVID-19 during the Spring Festival this year has completely disrupted the pace of development. The postponement of the exhibition will further affect the pace of R&D and launch of new products in the home furnishing industry.
The epidemic has had a certain impact on performance in the first quarter or the first half of the year, but from a certain perspective, the epidemic has accelerated the structural adjustment of the industry and accelerated the survival of the fittest in the industry. For the leading brands in the industry, it is definitely a challenge and opportunity. Champion Tiles will accelerate the company's online layout and work together with dealers across the country to usher in new development.
Reporter: The aftershocks caused by the epidemic may last for a long time. Everyone’s emphasis on healthy and safe living has gradually reached its peak. In order to ensure that everyone can work healthily and safely in the future and life, has Champion Tile introduced corresponding measures to improve it?
Lin Youyu: During the company's resumption of work, the management department will take body temperature, wash hands and disinfection of employees arriving at work at 7 a.m. every day. Employees will wear protective masks during work and strengthen hygiene, health and other epidemic prevention training. ; Public areas such as office buildings and dormitories are disinfected twice a day, and body temperatures are measured twice a day in the company to create a healthy working environment.
In addition, the company further promotes a healthy lifestyle. Our new product Carnik Generation launched in 2020 uses nano-antibacterial technology with an antibacterial performance of up to 99.9%, which can continuously inhibit the growth and reproduction of household bacteria 24 hours a day. The new product also applies a negative ion function to effectively remove indoor pollution such as formaldehyde, TVOC, ammonia, and benzene. It can be called an "air purifier without electricity."
Champion Tile leads the future lifestyle from the perspective of health and safety. It uses unique humanistic care and explores innovative technologies to create a healthy ceramic tile ecological chain and protect people's clean and healthy home life at 360°.
Reporter: Amid the raging epidemic, the business marketing models of traditional home furnishing companies have been hit hard. However, the outbreak has also rapidly led to changes in new forms such as online marketing, cloud platforms and new retail.Ge, based on this, how do you think companies can maximize traffic in traffic depressions?
Lin Youyu:During the epidemic, companies must actively win survival opportunities and use the Internet to develop larger markets and obtain more economic benefits. Champion carries out online office, online sales, and online services, and attracts offline consumption through online transactions at Tmall flagship store, live broadcast at the headquarters, etc., formulates Internet marketing strategies to maximize traffic, and conducts in-depth cooperation with large-traffic platforms externally to achieve Transformation.
Reporter: Please predict what kind of development trend and changes the entire home furnishing industry will show after the epidemic?
Lin Youyu:From a competitive perspective, the speed of survival of the fittest will accelerate unprecedentedly. After the comprehensive quality inspection of the epidemic, the Matthew Effect in China's home decoration industry will become more and more prominent. Companies with high-quality development will grow against the trend, while companies with low-quality development will be brutally eliminated.
From a management and marketing perspective, online is king as never before. Online promotion, online customer acquisition, online services, online office, etc. will become important tools for enterprises. Under the 5G trend, various online platforms will become more and more open, with graphics, text, short videos, audio and other forms emerging in endlessly. Companies must create valuable content to attract customers. The functions of offline stores are increasingly oriented toward consumer experience rather than selling products. In 2020, home furnishing people need to work harder than ever, keep learning, dare to innovate, and continue to create new value for the industry.
Reporter: Please tell everyone at home in one sentence, what is the most important thing to insist on during the epidemic?
Lin Youyu:
Exercise self-discipline, hold on to the beauty, and wait for the spring to bloom and the sun and the moon to shine again.
(Picture and text source: Champion Tile X Tencent Home)
