Ceramic enterprise development a case study of the township in Hunan Value Strategy Li & Fung

Published: 3 Aug 2009 06:46:05

Production, channels, depth of talent and service at the same time the rapid occupation of the market 34 Core Tip: At the same time, the source of the Group as a new layout in the central region of the article a "pawn" of Hunan Heng Li & Fung Ceramics Co., Ltd. (hereinafter referred to as value-Li), and its intensive market 34 new models also caused the industry attention. A few days ago, our reporter went to Hunan Hengyang, this family first settled in the central region of Guangdong Province to conduct a detailed survey of enterprises. Li & Fung's value to the impression that, in addition to production bases and sales channels of the double sink, but also for the first time to take the talents and services at the same time as an important strategy in the sinking, which Li & Fung in Hunan as well as value for the central region of developments, has laid a solid foundation. In particular, the second half of 2008, the international financial crisis starting to spread to China, on the big expansion of enterprises have been bad news, it was even a new source, such as in the expansion of large-scale enterprises have been questioned. However, Li & Fung has value 34 to identify successful new growth point to unconventional business philosophy and flexible operating mechanism will keep the financial crisis in the outside. Strategic layout: the central region of the first, "Wolf" D5JBestCeramic
August 2006, the new source group in Hengyang County, Hunan Province People's Government with the signing of investment agreements, the company invested in Hengyang County Economic Development Zone to build new ferry building ceramics production base - Li & Fung Ceramics Co., Ltd. Hunan value. This declaration of the central region of our first appeared in Foshan Ceramic giant figure. For a time, with local people in the industry of "crying wolf" to describe the source of the new group's investment in Hengyang. And this investment is also the group in 2001 after the Sichuan Jiajiang another inter-provincial investment to expand. In addition, the project was in 2007 in Hunan province as a key construction project of Hunan Province "double-hundred works" one. December 2007, Hunan Heng Li & Fung first four successfully put into operation a new production line, and rolled out the value of Li & Fung, St. Paul two new brands, and in the short term to make a breakthrough record of excellent product rate. In May this year, Li & Fung value 2 has four production lines into the construction phase. Li & Fung Ceramics Co., Ltd. in Hunan Province where the value of the West cross Economic Development Zone, located at 315 Province Road, east of about 15 kilometers Hengyang, Hengyang County, east of about 10 km, with a total area of more than 2,000 acres. The planning and construction of more than 10 production lines, the main products cover bleed polished tiles, polished Symphony, powder polished tiles and other product specifications. Reporter has learned that Li & Fung in the value before the investment, the central region of Hunan as a whole, are not similar to the size of a ceramic business. Li & Fung in value to see the press, two large dormitory building workers and management staff quarters building, each room are equipped with air-conditioning, the whole plant according to the landscape design of the building in which the basketball court, billiards room, table-tennis room, karaoke OK room, projection room, library and other facilities being built or under construction are set to become the first production of the central region, life, entertainment-based integrated modern enterprise. Li & Fung in the value department store operator in front of the local residents, Mr. Zhang told reporters that the value of the completion of Li & Fung to the local farmers brought more employment opportunities and entrepreneurial environment. Changsha City and wholesale distributor of ceramic Ruixiang Lee told reporters that a new source of investment in Hengyang, to the local dealer is not a small pressure, because of its mode of operation will be 34 local market is not a small impact. Zero-link Marketing: Network and Services implantation township D5JBestCeramic
All along, the ceramic industry, building the channels around the capital are economically more developed cities and the second-tier cities, and even the mainland of local enterprises, but also for the capital cities are wholesalers and distributors at the county level city-building channels, it is rare to direct point-to-point channels with the laying of the township. December 2007 value for the smooth operation of the Hunan Li & Fung, the above-mentioned firm to break the conventional channels, to find direct clients all over the township, the total exclusion of the provincial general agent and to the city (county) part of the distributor to take point-to-point the way for direct investment around the township, and divided into regional arrangements for sales tracking service. For a time, this practice led to widespread questioning of the industry, many people in the trade is not good value for Li & Fung's "crazy" strategy. Directly with the township because the manufacturers distributors, management is very difficult, inconvenient scheduling delivery and management costs too much. Some people even say dealers are a group of township farmers, in terms of sales or passive management concept is a difficult "optimization" group. In response to these doubts, the reporter found a value for LIANG Rui Li & Fung, general manager of marketing, he used a variety of effective strategies to discourage the above-mentioned challenge. First of all, the group decision-making to the township planning market is demand and supply, respectively, in depth, detailed study. "We are always looking for the market 'space', to the fastest, the most rapidly into the high-quality products." Second, the dealers a lot of room for the existence of psychological expectations. Because many dealers are going to the township or in the vicinity of the capital citiesthe hands of the wholesalers, the price directly to the factory to pick up slightly, but not necessarily in time to get goods. Heng Li & Fung to sign directly with them and the local agents, not only can reduce the prices of their goods, but also the timely delivery of goods to protect. Because we set up a dedicated logistics center for a number of townships in the region to carry out scientific control of distribution, the implementation of the neighboring township to fight a unified delivery vehicles, both cost savings and protect the product in place in time for the dealer to provide a high degree of supply security . In particular, near the township of factory distributors, often driving a car or small truck farm directly to the factory delivery, the logistics advantage of this before in Foshan, we can not do. In addition, the value for Li & Fung training sales and marketing staff on a regular or irregular in depth a township, the township called the dealers around the scene for a combat training, including in rural marketing, product knowledge, design or even to display a series of farmers buy, such as training, directly to distributors, dealers to enhance market awareness and operational capacity. Prior to the township of some distributors, capital cities and prefecture-level cities where the total distributionis not entitled to such training. Training because many manufacturers to the distributor and some distributors have been suspended there, and not down the bottom of a huge network for training. The township has in depth training on the Value Distributor Marketing Manager Li & Fung told reporters: "We continue to do a training, dealers are excited dancing, sales of products with confidence. This is evident from the emotional to further consolidate our business relationship with customers, from the marketing point of view, the team also improved the overall combat effectiveness of dealers. " Although this may spend so much energy, but highly competitive market, to pay such returns is enormous, but also other persons will not be able to follow up later, because the township's high-quality dealers who have been with us establish a good and stable relations of cooperation. Reporters and Hengyang in Hunan Changde investigation found a number of townships, with the value for Li & Fung, St. Paul the same with the price of two brands of other products, generally it is very difficult to do to win them, the many factors which inexplicably. We found through the survey - the value of Li and Fung and St. Paul by two brands of the township, a few of its neighboring township must have two brands of the distribution network, this distribution is not only conducive to unity and, more importantly, through high - density of network construction to enhance the visibility of the brand so that more consumers in the same conditions, the priority to choose their products. With repair outside the attack: the quality comparable to "Guangdong brick" won consumer recognition value <BR> Hunan Ceramics Co., Ltd. Li & Fung, general manager Zhang Stone told reporters that the current consumer mentality of people in general, there are two major characteristics: First, recognition of Guangdong ceramic tile, Second, low prices. Value from the introduction of Li & Fung in 2008 and St. Paul since the two brands, value of Li & Fung has been the adoption of product development and quality assurance and customer service, etc. to gain the upper hand, consumers in the eyes of first-line set Hunan absolute value of the Li & Fung . The total, said Zhang, the price is almost the value for Li & Fung is not the issue. Li & Fung in terms of value as raw material input and output of finished tiles, has absolute advantages of short-haul transport, the cost savings sufficient to throw against the private factory in Guangdong price competition. In addition, the value for Li & Fung directly with distributors township, excluding the general agent and distributor of produce, such as the cost of intermediate links, and further train its price in the market competitive advantage. "The important thing is product quality and innovation, we have to completely change the people of Guangdong habitual preference for brick." Hunan Zhang Heng, general manager of Li & Fung, said Stone. He then revealed to reporters value the advantages of Li & Fung is not relying on a new group of powerful sources of R & D and production capacity, the company also purchased the territory in Hengyang a mine, the mine contained in the "Hengyang soil" is Currently, China's production of high-grade polished the best raw materials, polished it to burn out in terms of the quality of whiteness or body, is the best. From the (raw materials) in this regard, we do not lose the advantages of the product enterprises in Guangdong. In addition, the value for Li & Fung, a technology chief, told reporters: "ultra-clean ceramic-liang patented technology R & D organizations and major players are in the new Source, who is president of our group Li & Fung Huo total sum of value Manager Zhang Stone. The new source is also the industry in the first introduction of ultra-clean bright products business. They produce the accumulation of experience and qualified personnel for the value of Li & Fung's research and development, innovation and production provides a good basis for technical support and reputation. " Most people also believe that the value of these unique advantages of Li & Fung will be the gradual elimination of the rural consumers, "Guangdong brick" the blindness of love, and ultimately from the real value lay in Hunan Li & Fung and the whole central region of the important status. Mr. Stone admits that, in spite of our raw materials and technology with many advantages, but we also spread to the terminal is lagging behind. Therefore, in the elimination of people "Guangdong brick" complex work, we focus on two aspects, that is, "with amendments" and "outside attack." That is to say we will give full play to the above-mentioned high quality raw materials and production based on technological superiority through appropriate advocacy and services, training activities as well as to quickly establish a value for the unique advantages of Li & Fung, the total elimination of the consumer in mind " Guangdong brick "complex. Extended reading Li & Fung value, it is difficult to replicate a model First to give it your target market 34. The financial crisis spread to China before, Hunan Heng Li & Fung and smooth operation is completed, many export-oriented enterprises and shrinking foreign markets because production and layoffs, they want to enter the market not only the lack of 34 foundation and marketable brand products, operating team almost blank. Li & Fung different value. To enter early, targeted, precise product positioning, channel planning of short-term can not be copied. Importantly, its parent company, the source of new groups in 34 markets reflect a keen sense of smell and ability to quickly step in to the advantages of their ancestors, not only in the peripheral market, has laid a foundation, and gradually spread to the industry agreed that the north-west intractable, southwest of the market, and the current distribution of network-intensive, continuous infiltration, the county-level market, selling a very good situation. Advantage of the value Li & Fung's team. General manager of Stone, ultra-clean ceramic cast light, one patented technology, proficient in the entire line of ceramic sintering technology, familiar with China's "Product Quality Law," "Trademark Law" and many other manufacturing-related laws and regulations, as well as a number of family enterprises management, quality management system standards for the management of rules, and have had many years of ceramic production base in the independent management, and operating experience. LIANG Rui, general manager of marketing in the new in the market for many years the source of the Group engaged in the work of inspectors and marketing, and sales analysis of all aspects of the pros and cons of a unique, precise, on the rural market research and guidance to clear and objective. Marketing services for their work in other market segments, there is a marketing planning, marketing management and logistics functions of scheduling and other departments, backed by strong service and close partnership has resulted in a strong marketing team's overall combat effectiveness. And so on based on the Group's overall strategy and long-term planning of the team strength and implementation capacity, the ceramic industry in the current is very rare. Li & Fung's unique value-channel planning and rapid reaction capacity. Its greatest feature is the exclusion of the sole agent and distributor of intermediate links, etc., from the streamlining of the marketing chain to reduce operational costs and enhance price competitiveness. Layout and its relatively fast speed, the latter services and promotions will be the birth of significant sales. In addition, at the present time, the value of the product planning of Li & Fung have is superior to other counterparts. Marketable products, close teamwork, the market implementation of strong, clever strategies and tactics to promote integration, the current balance between production and sales value of Hunan, Guangdong ceramic Li & Fung has become a business model for expansion to the Mainland. Come back to, from another angle to look at new sources of superior model. We often say that a successful entrepreneur is basically not to intervene in day-to-day work, but make strategic planning, science and the distribution of various functions to different professional managers to do the task. In this regard, the new helmsman of the source of the Group appears to set an example to us.