Song Huamin, General Manager of Shaanxi Dongpeng Building Materials Co., Ltd.
At the beginning of 2012, will the home market continue to slump, or will it enter a new round of growth? The “pessimistic faction†believes that the household market in 2012 is more difficult than in 2011 due to the impact of real estate regulation policies. The “optimist†believes that although the regulation is not relaxed, the market game will continue. However, as the economy begins to stabilize, the future rigid demand may be released, and economic growth will not be underestimated.
Reporter: At the beginning of the new year, we have reason to cheer for the new year. The overall market was not very good last year, but there are many practitioners who are full of confidence in 2012. As a big company in the country, Dongpeng has any good plans in Xi'an?
Song Huamin: The whole situation has been a little down from last year, but through Dongpeng last year's series, including targeted publicity to some communities and customers, I feel that this market will not be greatly affected by the Dongpeng brand. Specific measures, one is more precise for specific communities, and for some communities to make policies. As far as products are concerned, Dongpeng has come up with some special products, which are also aimed at special channels.
Reporter: Now the time and energy of consumers are too limited, and all traditional sales channels are weakened.
Song Huamin: So we are now working with Sohu. Most consumers are busy because they have no time to go shopping. We plan to work with the network first, and then let consumers have a first impression of our products on the network, and then go to the store to buy, it may be easier.
Reporter: Does this mean that companies change their marketing ideas from business to trade?
Song Huamin: Yes, the entire home industry is changing, we may go a little faster.
Reporter: Is the change from taking business to doing business a general trend?
Song Huamin: Yes, because other industries have already come to the forefront in this respect, we just follow them and explore and explore them; although in the home industry's e-commerce, Dongpeng is still ahead, but with other industries. In comparison, we are still slow.
Reporter: I have heard many businessmen hold an optimistic view on this year's market. Because after all, I am engaged in this industry, so he feels that he must have confidence in himself. What do you think?
Song Huamin: As a big brand, I dare not say that it is optimistic or dare to say that it is pessimistic. As our accumulation for many years, as long as we have confidence this year, it is still no problem, and it is optimistic.
Reporter: If it is a micro-enterprise how to find business opportunities?
Song Huamin: We want to find business opportunities, and we must constantly seek ways to meet customer needs. For example, like an insurance company, come to the customer to introduce the product... This thing may not be generalized, different types of goods, there are different marketing methods. Similarly, we are groping, going to the door, one-on-one contact with customers, I think this may be better. Try to make customers less worry, less energy, all things are done by us, as long as he pays.
Reporter: I think you are more concerned with the market from a terminal perspective, which may be closer to consumers. I also watched on the Internet. Although many products have a market, they have little psychology to serve consumers, so many people feel that there is a priceless feeling in the market. So how do you understand consumer attitudes and consumer confidence, and how do you make the corresponding guidance to produce better performance?
Song Huamin: For example, in our showroom, we need to do some exquisite display, and then do more activities for consumers. For example, last year we cooperated with Sohu Focus for the long special season activities. It doesn't matter if you buy Dongpeng's products. It is mainly to let consumers participate in understanding Dongpeng's brand, understand the ceramic tile and bathroom industry, and understand Dongpeng's product. Show the effect. Through this kind of activity, let more consumers participate in and understand our brand and become familiar with our brand.
Reporter: Last year, Dongpeng still had many other activities, such as brand alliances, and joint TV stations to do the selection activities.
Song Huamin: Yes, the activities of the brand alliance allow customers to enjoy greater benefits, and such activities also make the participating brands achieve good results. Like an event at Peking University in November last year, a total of five brands participated, including other categories of home building materials.
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