Hongyun 119, Blowing The Horn Of Clothing Service.

Fujian is one of the most developed areas in China's textile and clothing industry. It is not only the battleground for clothing and apparel enterprises, but also the brand competition for industrial sewing machines.

In the industrial sewing machine market competition in Fujian, it is not the direct competition between the international and domestic industrial sewing machine brands, but the confrontation between the agents selected in Fujian. Hongyun (pseudonym) and Weisheng (pseudonym), the two industrial sewing machines trade giants, are playing a new competitive business in the special market of Fujian. In order to get the leading edge, the two sides make every move to win.

Case study:

Fujian is one of the most developed areas of China's textile and clothing. When all eyes are put on those star clothing and apparel enterprises such as nine shepherd, seven wolves, Qipai and Jin Ba, few people will pay attention to those supporting industries such as raw material supply, equipment supply and accessories.

In fact, people in real dress and apparel industry know the fact that in Fujian, the real rich bosses in Quanzhou or the real owners who earn money are not the clothes and apparel enterprises, but the cloth and accessories. Accessories Sewing machines and other upstream supply chain enterprises. There is a case where this can be explained very well. In Quanzhou, almost every shop door has a new 7 BMW sedan (mostly 745) or a S Benz car (mostly S320, S600), which is not common in garment manufacturing enterprises. The strength of these upstream supply chain enterprises is strong, and many of them come from an industrial monopoly, an industry of mine. Sewing machine This is the case for trading customers.

Hongyun garments Trading Co., Ltd. is one of the largest industrial sewing machine agents in Fujian province. It monopolizes nearly 50% of the famous garment and apparel enterprises in Fujian. Mr. Wu Liangjie, his boss, is also legendary. He was born in the army. He resigned from the sea in early 1990s and entered the industrial sewing machine trade. After ten years of hard work, he became the leader in this industry.

Fujian's industrial sewing machine trade market has been in the industry for more than ten years. Shuffle the cards And competition consolidation, leaving only two big traders, one is Hongyun company, the other is Weisheng company (alias), the two industrial sewing machines traders monopolize the agency sales business of almost all industrial sewing machine brands in Fujian, such as the two most famous industrial sewing machine brands and brothers in the world today. The heavy machine is Hongyun company's agent sales, while the brother is the sales agent of Weisheng company, and the number of famous domestic industrial sewing machine brands is also the case. ZOJE is sold by Hongyun company, while the standard is sold by Weisheng company. With the concentration and strength of resources, over the years, if all domestic brands of industrial sewing machines wish to enter the Fujian market and gain the market share they pursue, there are only two choices: either grand or prosperous. No one can change this fact in a short time.

Based on the pressure of upstream manufacturers and the requirements of their own development, Hongyun company and Weisheng company also have a long-lasting competition. In the process, there are many wonderful marketing wars, and the two sides are fighting against each other to monopolize the Fujian market. From the initial battle of positioning (Hongshan positioning as "sewing equipment factory output full service providers", Weisheng positioned as "clothing equipment expert"), to the later Club War (Hongyun launched the "customer club", Weisheng launched the "machine repair club", and then to...

In this protracted war of competition, Hongyun company, with its leader's leading thinking and enterprise operation mode, actively introduced the external brain, and promoted all kinds of operation strategies of various industrial sewing machines, even the international and domestic scale brands failed to try, and achieved a leading step by step Youse.

Service is the key, but the key is how service should be done.

When we took over the marketing planning business of Hongyun company, the business war between Hongyun company and Weisheng company had been protracted. It was restricted by the limitations of thinking and the prudent business philosophy of both sides. The two sides failed to launch radical measures to avoid overstimulating the other party and trigger a comprehensive business war. Therefore, although the two sides have competition, they have been doing their own business, and the competition is still warm. The market structure is in a very delicate state.

In the second half of 2004, with the deepening of the work, a strange fact was discovered. Although the competition between Hongyun company and Weisheng company was long-standing, the strategic planning of both sides was less involved in competition. The competition between the two sides was limited to some basic customer discounts and gifts, and there was not enough knowledge and improvement for the management of customers and the development of customers. Hongyun company must achieve a leading competitive advantage by creating a preemptive momentum and introducing all kinds of leading marketing strategic thinking and specific tactics that are not available in the field of industrial sewing machines.

In order to demonstrate this concept, we must first conduct rigorous customer surveys. First of all, we made an in-depth one to one visit to Hongyun company's distributors throughout the province. We found that almost all distributors mentioned two important situations. One is that the choice of the brand is quite rational; two, the customer thinks the gap between the product quality is not large, and the difference between the brands is a large part of the service;

This research interest has aroused our interest, and then we have chosen dozens of the most representative clothing and apparel enterprises. These end-users are doing research. We want to know what they need most is brand or something else, and the result of the survey firmer the original idea. Almost all customers hope that Hong Kong's industrial sewing machine traders can provide better products, cheaper prices and more timely services. The initiative of the preceding two items is not entirely in the hands of Hongyun company, and is related to the quality and price of each upstream industrial sewing machine manufacturer, but the service is controllable. The most important point is that some customers think that Hongyun's service is the most advantageous compared with other industrial sewing machines traders.

Clothing and apparel enterprises demand for fast service based on this fact. Fujian's textile and clothing is an export-oriented structure. Many small and medium-sized clothing and apparel enterprises are mostly developed through the external processing mode. Although there is a good profit in undertaking foreign orders, the requirement for delivery time is exceptionally strict. The late one day may mean the whole batch of goods being drifted. At this time, enterprises are most afraid of two kinds of "strike" - the first is the workers strike, the second is the "sewing machine strike". At this time, fast service is more important than anything else. The most fatal thing is that most of the small and medium-sized garment enterprises purchase industrial sewing machines and equipment are scattered, and the brands are not concentrated. At this time, the machine is out of order, because the consumption is small and does not belong to the category of large customers. Therefore, it is often impossible for the service providers to timely repair the door.

The train of thought is becoming clearer and clearer. Service is an opportunity for Hongyun to win the recognition and win of customers. It is only in what way can the service be recognized by customers in the shortest time. {page_break}

Service flies, brand flies.

In the core refining of the concept of service, there is a transient "shock". What kind of way can tell the terminal customers the advantages of Hongyun's service directly? After preliminary research and demonstration, the direction of "quick service" has been initially established. But how can we express "quick service" vividly?

One night after several brainstorming hours, in the dead of night, a harsh voice came from downstairs Street (it should be the alarm of a fire engine), which woke everyone from dizziness and glare. Finally, he found his dream expression -- 119 fire alarm!

Nothing is more urgent than fire fighting. Nothing is faster than fire. Is the terminal customer's need for the service in case of emergency, just like the need for the fire brigade after the fire?

Finally, the best form of expression has been found, so that the concept of "quick service system" can be incisively developed and promoted. In order to better evolve this concept, we have done the following five systems related work.

First, set up the 119 free service hotline (800-8585-119).

The fire alarm gave us a hint. Why not use the concept of "119" as a household name in China?

Who does not want to get more information and feedback from customers in all the world's standardized enterprises?

An important channel is to set up a free 800 phone.

Setting up 800 toll free telephone can display to the outside world a standard, strength, sincerity image and posture, and terminal customers, especially those responsible for sewing machine management, workshop director and factory director, are more willing to make toll free calls. The terminal customer was very angry when he met the machine failure. At this time, he gave him a toll free call, or he could slightly let him down.

In connection with the Telecommunications Bureau, the surprise finding that the number of 800-8585-119's toll free telephone has not been used yet (to know that it was originally planned to be negotiated with others), but then the telegraph office sent a message that the number was booked by a large customer two months ago, and the plan is about to be opened. After hearing the news, he was so worried that he immediately found Wu General of Hongyun company. Wu Jun, a soldier, came to the spot to take the number down, and sent a department manager to take full responsibility for it. After many efforts, 800-8585-119 was finally allowed to make the 119 free service phone call.

Two. Launch the 119 service at the core of "119 minutes door-to-door service".

After 119 free phone calls, many ideas have a foothold. The next 119 service rules are drawn up.

On the basis of full resource integration, combined with the concept of 119, we officially launched the "119 minutes door-to-door service" to end customers.

The core of the "119 fast service system".

"119 minutes door-to-door service" seems too long for the average person. For Hongyun company, make

The promise of "119 minutes door-to-door service" also means huge investment of funds and resources.

The distribution of Hongyun terminal customers is not entirely centralized. There are nine cities in Fujian. The terminal customers of Hongyun company are all over Fujian. The farthest customers are 500 km away from Hongyun company, and most of them are outside the radius of 30 km away from Hongyun company. From 800 free phone calls to the door, it takes only 119 minutes, even for companies such as Haier, which are well-known throughout the country. We can imagine how much money and resources we must invest in Hongyun company.

In order to ensure the implementation of the "119 minutes door-to-door service", Hongyun company must set up specialized service agencies in various cities to provide services for customers. It must also take into account the potential risks of many customer machine failures that may arise at the same time, and take into account uncertainties such as weather, traffic and roads.

One of the purposes of Hongyun's company is "making promises carefully", but all the public commitments made by Hongyun company will be carried out and fulfilled without delay. In order to carry out the "119 minutes door-to-door service", Hongyun's customer service department was brightly lit every night, and the customer service director even had several locks of white hair.

Three. Training certification "119 service engineers"

Training and certification of "119 service engineers" is the third move of Hongyun company.

In addition to providing the promise of "119 minutes door-to-door service", Hongyun also hopes to make the service the fastest.

Time really solves problems for customers, which puts forward a new height for service providers, maintenance service personnel. present

Most of the maintenance service personnel have entered the Hongyun company after strict screening and evaluation, but if they want to maximize their performance,

It is still far from enough to give full play to the advantages of the company's services. It is absolutely necessary for the existing maintenance service personnel to be targeted.

Training certification, in order to achieve the "119 fast service system" standard requirements.

As a result, Hongyun company retrained the service personnel, and put forward new standards and heights for the service time, quality and requirements. Anyone who has been trained strictly and qualified is sent to the "Hongyun 119 service engineer" qualification certificate.

The first batch of "Hongyun 119 service engineers" was shortlisted for 80 people, excluding 48 people, and 32 people were awarded the "Hongyun 119 service engineer" certificate.

Four. Set up 119 service convoys {page_break}

The establishment of 119 service convoys is the fourth move launched by Hongyun company.

In order to ensure "119 minutes door-to-door service", Hongyun company must take account of the geographical distribution and concurrent development of terminal customers.

The probability and ratio of failures are allocated, and the service vehicles are allocated according to these two situations.

After the comprehensive statistics and analysis of maintenance service data and industry failure probability of Hongyun company in the first three years by customer service department, combined with the speed of customer structure and customer expansion of Hongyun company, Hongyun company plans to invest about 1000000 and purchase more than 10 special service vehicles for customer service personnel to serve customers.

In order to enrich the maintenance service team, Hongyun company also carried out basic maintenance knowledge training for drivers of the motorcade, so that they could master basic maintenance. At the critical time, they could play the assistant role of "Hongyun 119 service engineer" as well as driving.

Five. Appointment of "119 senior inspector Advisor"

Unilateral efforts are still not enough to show that Hongyun company's determination to provide services is also easy to fall into self financing.

In the image, we are struck by our peers. At the same time, in order to make all end customers believe and recognize Hongyun company's service aspect,

All kinds of efforts, it is necessary to introduce the supervision mechanism, with the help of the third party to ensure the implementation of the "119 fast service system".

There are two choices for the three party, one is the leadership of the trade association, and the other is the leader of the end customer.

After many debates and analysis, Hongyun company finally decided to be a "senior inspector consultant" of Hongyun 119 express service, a highly respected and influential person with a wide range of industry influence. Lin Yuxiong, the deputy general manager of the production of clothing and clothing in China, Hong Zhongxin, general manager of the strong man's men's clothing, was appointed as the "119 senior inspector consultant" to supervise Hongyun's "119 fast service system".

The introduction of the "119 senior inspector consultant" not only shows the determination of Hongyun company to implement the "119 fast service system", but also provides the power of customer supervision from the outside for the implementation of the "119 fast service system", so that the "119 quick service system" is more customer, more scientific, more open and transparent.

Six. Service flies, brand flies.

In order to formally announce the launch of Hongyun 119 quick service system to upstream manufacturers, the same industry and end customers, Hongyun

The "eighth cross strait textile and clothing exposition", which was borrowed by the company in April 18, gathered in Quanzhou and planned a "Grand transport".

119 quick service system "opening ceremony and press conference. As the Hongyun company Wu heavy pressed the start button, with the number

Ten salute in space bloom, along with 32 "Hongyun 119 service engineer" certificate issued one by one, with "119 senior"

The "Hongyun 119 fast service system" was officially launched to the community.

At the press conference, we invited dozens of media and more than 200 customers to attend the event. After the meeting, the news report entitled "service flying and brand flying" was widely published in the industrial media and mass media. Hongyun, as the first industrial sewing machine trader who played the best service cards, wrote a lot in the history of Chinese industrial sewing machine marketing, and the service flew up and the brand flew up.

Hongyun 119, sounding the horn of service, the new competition pattern has just begun.