After ten years of turmoil, the eagle finally soars high.
Under the guidance of Eagle Brand's new six value system, we have deepened value empowerment and achieved remarkable results, achieving growth against the trend for several consecutive years.
Among them, the "central warehouse + small store" model has achieved initial results - in just one year, 8 central warehouses (Gao'an, Changsha, Chengdu, Hefei, Nantong, Linyi, Beijing-Tianjin, Shijiazhuang) and supermarkets have been completed. The construction of 100 Eagle Brand stores.
Undoubtedly, this is Eagle Brand’s successful trial in the field of terminal new retail. The new business format presented by Eagle Brand Store has made the originally “dreary” ceramic tile terminal retail store instantly lively. Yang Zhongquan, the head of Sichuan Eagle Brand Operation Center, was deeply touched by this.
In just one year, thanks to the efforts of Yang Zhongquan and his team, Sichuan Yingpai has obvious advantages in sinking the channel. Nearly 40 new stores have been opened, and Yingpai small stores have quickly begun to bloom in rural markets across Sichuan. In his own words: "'Central warehouse + small store' has allowed Yingpai Chengdu Operation Center to achieve small steps and fast, and also successfully launched a tough battle for the county-level and township markets in Sichuan."
01
Open 40 new stores a year
Broaden new development path of Chengdu Yingpai
"Walking around the streets of Chengdu
Don’t stop until all the lights go out”
Chengdu has been known as the "Land of Abundance" since ancient times and is the core economic growth center in the western region. As an important central city in western China, Chengdu has attracted ceramic brands from all over the country to settle in with its ultra-fast pace of development.
On May 31, Yang Zhongquan held a meeting with the manufacturer’s regional sales manager and marketing department staff at the store in Beifu Senmei, Chengdu. The atmosphere was busy and tense. The theme of the meeting was only one: how to use the central warehouse to better carry out sales channels. sink and expand sales.
Yang Zhongquan is the person in charge of the Sichuan Operation Center of Eagle Brand Ceramics. He has been representing the brand for 5 years and is competing among the best. In the Chengdu market, for this old Guangdong ceramic tile brand with a 47-year history of development, the advantages are self-evident: the pure "Guangdong Brick" pedigree and 47 years of brand accumulation make it the absolute leading brand in the industry.
But even so, in recent years, with finely decorated houses occupying the absolute mainstream and channels sinking, traditional channel models such as retail have become increasingly difficult. How to walk on multiple legs has become an urgent issue for agents to consider. .
It is understood that the coverage rate of finely decorated houses in Chengdu has exceeded 80%, and the traditional retail channels of ceramic tiles have been greatly impacted. In addition to design channels, decoration company channels, and engineering channels, Yang Zhongquan focused his energy on "deep digging and sinking."
In 2020, Eagle Brand's headquarters began to deploy central warehouses across the country. In July of the same year, Eagle Brand Sichuan Chengdu Central Warehouse was officially established, with an area of 3,000 square meters and a storage capacity of approximately 5 million square meters, which can radiate to Sichuan, Chongqing, and Yunnan , Guizhou and other southwest regions.
▲Eagle Brand CeramicsThe distribution of central warehouses across the country, and the distribution is still ongoing
Yang Zhongquan revealed that the establishment of the Chengdu central warehouse has directly promoted the sales of his own store.
“Our store in Beifusenmei is about 1,000 square meters. With our previous warehousing capacity, we could stock up to 200 designs and colors. But with the central warehouse, we can add at least half as many designs and colors as before. Consumers and designers There is a wider range of choices, and we have no warehousing pressure at all.”
But the most direct and effective role of the central warehouse is to facilitate the sinking of the channel.
In Sichuan Province, the straight-line distance from Bazhong City to Chengdu is about 288 kilometers, and the straight-line distance from Deyang City to the provincial capital is about 60 kilometers, with an average radiation radius of about 200 kilometers. According to Yang Zhongquan's statistics, there are 139 large and small county and town-level markets in Sichuan Province. For agents, this is a blank market "close at hand".
There is no doubt that although retail sales are becoming increasingly difficult due to the encroachment of the finely decorated housing market, the Chengdu market is still a huge cake. Yang Zhongquan said that at a time when rental costs and labor costs are rising, dealers must work hard on channels and seek growth. Relying on the continuous empowerment of the central warehouse, Chengdu Eagle Brand Operation Center has opened nearly 40 new stores.
"As long as the channelOnce established, warehousing and delivery are not problems. Delivery within the province can be done in one day, or even half a day. The warehousing and cargo pressing issues that distributors are most worried about are completely free of worries. "Yang Zhongquan said with confidence. More importantly, based on the characteristics of the regional market where each store is located, the demand for products is also different. "Some places want to be high-end, and some places want to pursue cost-effectiveness. This In the past, how could we meet the needs of so many people, but now the central warehouse can. ”
02
Profitable as soon as you open your business
Eagle brand stores take root in Sichuan and bloom everywhere
Among the 40 newly opened stores, there are large stores with an area of more than 200 square meters, and most of them are small Eagle stores.
"Eagle Pai Store is a new store model launched by Eagle Pai headquarters in 2020, which is conducive to the development of the rural market. For many young people and start-ups, they only need to invest 100,000 to represent the leading brands in the industry." Yang Zhongquan said.
Due to low investment and quick results, Yingpai stores have become a "sharp tool" for Yingpai dealers in many places to develop township and county-level markets.
In Yang Zhongquan’s view, the fundamental reason why Yingpai stores have spread so quickly is not only that the investment is small, which solves the worries of the founders, but more importantly, Yingpai’s brand influence has been deeply rooted in the hearts of the people. "You can make an Eagle Brand with 100,000 yuan. This was almost impossible in the past. I never thought about it. We have caught up with a good opportunity." When he said this, his eyes widened and he seemed a little excited.
The rapid development of channels has made what was impossible in the past possible. Since its development, Yang Zhongquan has cherished and valued every Eagle brand store developed by Chengdu Eagle Brand Operation Center.
“Expanding a distribution network and opening a small store is not just a matter of opening the store. Although many people in charge of Eagle Brand stores have done ceramics, there are also many outsiders who may not have been exposed to ceramics. From decoration to opening of each store, we will have a dedicated team to support them, help them with activities, provide training, and guide their store layout and daily operations. ”
▲Sichuan Yiying brand store opening event scene
Thanks to the efforts of Yang Zhongquan and his team, Yingpai stores in Sichuan can basically achieve profitability as soon as they open.
“We don’t seek speed and open up 1-2 distributors a month, but we must ensure that each newly opened Eagle brand store can find an operation model that suits it. To achieve the goal of ‘opening a store, let Build it in one store."
According to reports, at present, the Eagle brand stores in Sichuan can make a profit of about 200,000 yuan per month if they do well.
Take an Eagle Brand store in Longchang, Sichuan, as an example. It was officially opened in July 2020. On the first day of its opening alone, it exceeded expectations with a revenue of more than 300,000 yuan.
“Eagle Brand Ceramics launched the Eagle Brand Store in 2020 with a small investment of only about 100,000 , can enter suburban towns and sink quickly,” said the person in charge of Yingpai Longchang store. After nearly a year of operation, it can be confirmed that Yingpai store has no limitations in channel expansion and can quickly make profits in the local market. The advantages are obvious.
(The article is reproduced from Ceramic Information)
