Qi Rui: Observe Two And See One -- Interview With Peng Zhanjun, Chief Marketing Officer Of Chi Rui Brand

Moderately improve terminal shape

Qi Rui was a brand that grew up from the wholesale market. In 2009, the company began to recruit agents and franchisees to expand the national channels.

But before, Qi Rui was operating in line with the standard of brand line in product quality, design style and marketing mode.

Before 2009, the terminal channel of Qi Rui brand was relatively primitive, with various channels, especially the number of layers, resulting in low profit margins and slow feedback from the terminal market.

Now, after two years of development, the terminal construction of Chi Rui brand has been carried out in an orderly way. Both the terminal and the overall store image have been greatly improved.

In the past few years, the company has invested a lot of money to support the terminal construction of the agents. Nearly 20 million of the funds are invested annually to support the decoration of the agents terminal, and the company's professional personnel are given on-site guidance.

Its investment in terminal construction has promoted the enthusiasm of the brand agents to enhance the terminal.

In the case of Qi Rui, both agents and staff of various departments take the service agents and distributors as the top priority, ordering from agents, channel construction, shop decoration and training to salesmen.

Now, the investment in terminal is increasing every year, and the development prospect of the company is more and more bright.

Of course, at present, Qi Rui is still in its development stage. Whether it is capital strength or the disposition of company management personnel, it can not be supported for a while. The large-scale expansion of enterprises and terminal pformation will only be promoted on the basis of existing channels.

Because of the price system of the second tier brand, its profitability level can not support the upgrading of all terminals.

At the same time, if the channel is flattened to improve the overall terminal image, for example, it will increase the investment of agents. Some agents who have been following the company for many years will be eliminated. This is something companies do not want to see.

Chi Rui is a people-oriented company, and has a sense of gratitude for those who helped him grow up.

Future Ltd will probably create a slightly lower brand, so that these franchisees can operate and give them better living space.

In fact, Tang's thinking is still more avant-garde. His vision is far broader and he knows the importance of terminal construction.

But we also have to consider the current situation of the company's development, not numb expansion and upgrading.

In his mind, he really wants to raise his brand to the front line home furnishing clothing brand, but the company's comprehensive conditions are not allowed, which requires a process.

Now, the whole company is developing at full capacity, accumulating strength, building the original capital and the team of talented people, laying a solid foundation for the future outbreak.

Preparing for building first-class brands

The six season's hero training is the process of watering and nurturing dealers and franchisees, so that they can grow together with the brand.

In the first quarter, the training effect was very good, which enhanced the cohesiveness and passion of agents, franchisees and employees. These are the foundation of the development of enterprises. What they learn can be applied in real work very quickly.

From the fourth quarter, the training of heroes will begin to infiltrate into technical courses.

In the three months of 2, 3 and 4 this year, Qi Rui has opened more than 100 stores, and now there are more than 400 sales terminals.

The spark can start a prairie fire, and by this speed, by 2013, the plan for the 1000 stores will be possible.

Of course, we will not expand blindly. What is the sales performance of the franchised stores? Can the management of the company keep pace with the development of the brand? Can the design meet the market demand? Can the company adjust its strategy in time?

In the next few years, the main market of Chi Rui is still in the second tier market, and there will not be too many stores in the first tier market.

In the company, our business owners, planning director and marketing director are iron triangle. They are more pragmatic and innovative thinking. We share common expectations and expectations for the future development of the company, and work hard for them.

The launching of this heroic event was inspired by the inspiration of the three heroes during the "steaming Kung Fu" meal, and only ten minutes from the discussion to the decision.

The company invested so much to build a heroic society, it is to improve the overall quality of agents and distributors, and cultivate their comprehensive ability.

In the future, the competition in the home garment industry is more intense. If we still carry out the brand operation according to the previous ideas, it will not work. We must eliminate the agents or not be eliminated by the agents.

Now our agents are not only acting as our agent, but also acting on other brands. They have more than 10 years of experience in brand operation.

They like learning very much. They absorb new ideas very quickly and grow up very fast. They often take the initiative to exchange ideas with us, bring new inspiration to the enterprise and push the company forward.

In 2010, Qi Rui moved to Beijing from Shantou, Guangdong. At the new starting point, the company will reconsider its own ability and the development environment of the whole home furnishing industry, the consumer market, and find its own position and future development direction.

In the future, Qi Rui wants to be a brand trustee. If an agent pays a certain amount of investment, the specific operation and management will be responsible. The company will give back to the agent according to a certain proportion of the sales volume, and the agent will become an investor.