Exhibition hall facade
Foreword:
The famous philosopher Johann Fichte said: Action, and only action, can determine value.
Luo Guogen is a native of Fengcheng City, Jiangxi Province. He has been engaged in the ceramic industry for 16 years since 2003. Like most ceramic people, Luo Guogen went through a journey of hard work to hone his current stable and pragmatic character. In 2018, Eagle Ceramics' Jiangxi Operation Center provided distribution services to Eagle Ceramics agents throughout Jiangxi. At the same time, Luo Guogen became the general manager of the Jiangxi Operation Center. In more than a year, with his hard work step by step, he planted the flag of Eagle Ceramics in various cities, counties and towns in Jiangxi. Some time ago, a reporter from China Ceramics Network had the honor to interview this "New Eagle Brand Man". During the conversation, Luo Guogen felt very humble, polite, cordial and sincere. Below, the author will tell you his story with Eagle Ceramics.
Luo Guogen’s personal photo
The power of role models gathers new forces
Reporter from China Ceramics Network: What did you do when you first entered the industry? How did you come into contact with and learn about the Eagle Ceramics brand?
Luo Guogen: The first time I came into contact with the ceramic industry was in 2003. At that time, there was no brand awareness. Most of the time, I collected bricks from private polishing factories in Guangdong for wholesale. Same. I remember very clearly that at that time Eagle Brand was already a well-known industry benchmark. Anyone who made ceramic tiles knew that Eagle Brand's products were very good. I never thought that I would one day cooperate with Eagle Brand.
Exhibition Hall 1
Reporter from China Ceramics Network: Do you still remember the reason why you chose the Eagle brand?
Luo Guogen:To be precise, Eagle Brand chose me. I have been doing warehouse-style wholesale for a long time, and I am quite experienced in servicing distributors. At that time, Eagle Ceramics just came out with the policy of setting up a central warehouse. After getting to know each other, I found that I and Yingpai were on the same page, so I thought about giving it a try. The Eagle Headquarters also conducted a long and detailed inspection of me, and finally they made the choice for me to be responsible for the operation of their second central warehouse across the country.
Reporter from China Ceramics Network: How long have you been working with Eagle Brand? Which area are you currently responsible for operating?
Luo Guogen: I started to manage Yingpai’s central warehouse in Jiangxi in 2018. It has been more than a year now. I am mainly responsible for the supply and distribution of goods in the entire Jiangxi region, as well as the development of counties. Agents at all levels and townships. Currently, there are more than 50 sales points throughout Jiangxi Eagle Brand. Our Yingpai Jiangxi Marketing Center is located in Bajing Town, Gao'an City. It is a single-building exhibition hall with an upper and lower floor area of about 800 square meters and a storage area of nearly 5,000 square meters.
Lin Wei guides the work
Reporter from China Ceramics Network: After more than a year of working with Eagle Brand, what is the deepest impression this brand has left on you?
Luo Guogen: In order to work on Eagle Brand, I went to Eagle Brand headquarters many times. First of all, the first impression of this company is that it is a company that attaches great importance to culture. Secondly, what I feel most deeply is that the entire team of Eagle Brand Company has a very good atmosphere and is very efficient. People from the headquarters come here for about ten days every month to assist us in our work, and the leaders also attach great importance to us. Just on September 19 this year, Lin Wei, President of Eagle Brand Group, came to the Jiangxi Operation Center to provide guidance.
When a reporter asked what impression the president left on people, Luo Guogen used one word without hesitation - professional.
Luo Guogen: Our President Lin is a very friendly and approachable person. His professional level in the field of ceramics is absolutely top-notch, and his control of the development direction of this brand is also very accurate. , is a trustworthy leader. President Lin is hands-on, dedicated and eager to learn. He is also a role model for each of us "Eagle Brand People".
Reporter from China Ceramics Network: As one of the two major central warehouses of Eagle Brand in the country, the Jiangxi Operation Center needs to be operated well. In what aspects do you think we need to improve it?
Luo Guogen:Learn! Still have to learn. Our Yingpai has another central warehouse in Linyi, Shandong. They have been in business for a long time and are worthy of our study. Therefore, we plan to go to Shandong at the end of the year to ask for advice and learn from their excellent operating model.
The power of struggle drives practitioners
Reporter from China Ceramics Network: The end market has changed very obviously in recent years. Can you tell us about the environment of the ceramic tile market in Jiangxi in recent years?
Luo Guogen:In fact, it is not just the Jiangxi market, it should be said that the national ceramic industry. The most obvious change in recent years is the change in product style, which has led to the current distributors being unwilling to keep inventory. At least 50% of these people are willing to spend more on freight and go LTL. The existence of our central warehouse is to relieve the pressure and risks of this group of people.
Exhibition Hall 2
Reporter from China Ceramics Network: Are you optimistic about the structural model of enterprises setting up warehouses and branches at designated locations across the country? Can this become the mainstream format in the future terminal market?
Luo Guogen: Going back to the change in product style just mentioned, a problem has been exposed. Upstream products are updated too fast, and downstream consumption is constantly upgrading. Many dealers are selling inventory all year round. . Setting up a central warehouse for a brand will help the company bring its flagship new products to the market and develop more customers. After more than a year of practice, the result is that the number of our customers has increased significantly. On the other hand, many big brands are now working on channel expansion into county-level cities, prefecture-level cities, and towns. This is the current strategic policy of many well-known companies, so I think the warehousing operation center It will be a breakthrough for future development. No matter what the market environment is, we leave everything to time and practice to gain true knowledge. The process of continuous trial and error is the process of continuous progress.
Reporter from China Ceramics Network: Then we willIn the central warehouse, what strategies do you have for scientific stocking and improving inventory turnover?
Luo Guogen: A complete supply of goods is the basis for us as a central warehouse to serve customers. We must have at least 70% supply of each series of products in the factory. Secondly, we will keep abreast of information such as which products sell better, consumers' preferences for designs, colors, and specifications, market trends, etc., by constantly visiting customers and conducting surveys. I don’t have any clever tips for so-called scientific stocking and improving inventory turnover. This still requires operators to continuously improve and improve in the process of continuous exploration.
Exhibition Hall 3
Reporter from China Ceramics Network: What conditions do you think are needed to run this Jiangxi operation center well? What efforts are required?
Luo Guogen:
The first is service. Ensuring a complete supply of goods is the basis of our service. Our delivery time is very timely, and the processing of returns, exchanges and replenishments is also relatively fast. Sometimes one box is returned and replenished; in addition, we have two dedicated Designers help the mom-and-pop shops below provide design services to their owners; at the same time, the large exhibition hall we built can also be used by dealers to receive high-end villa customers or project customers, and bring people here. Not only do they have better and more grand Product display also shows the strength of our brand and provides more choices; in addition, for dealers who do not know how to do events, the headquarters will provide them with event planning plans, and we will also send dealers here when necessary People used to help with the implementation of activities and so on.
Second is the team. The various services mentioned above actually require the support of a team. Currently, our company has a complete staff of warehouse management, merchandisers, shopping guides, designers, business and other positions. This is also the confidence that we can fulfill our promises to customers.
The third is communication. Many conflicts actually stem from a disconnect in communication. Here at us, the freight and cycle of delivery are clearly communicated to customers. If we follow the steps step by step, there will be no problems in the later stage; in the past, the general agent department in the ceramics industry would Granting credit to secondary agents makes it very easy for the secondary agents to become dependent on funds. Therefore, we pay for each batch of goods in full, so that customers can operate in a healthier and sounder manner.
During the communication with Luo Guogen, he emphasized several times: Satisfying customers is our greatest motivation.
The power of mission drives Yingpai people
Reporter from China Ceramics Network: Eagle Brand has represented Chinese companies in Bologna, Italy for 22 consecutive years. Are you paying attention? What does this honor mean to you?
Luo Guogen:Of course, this can be said to be the pride of us as Yingpai people. In fact, foreign trends and wind directions are very likely to be the direction of our country in the next five years, so I will still pay special attention to it. Exhibiting in Bologna is also a reflection of our corporate strength. As early as the 1980s and 1990s, Eagle Ceramics laid a good foundation during the transformation and development stage, so Eagle Brand's brand positioning was relatively ahead of its time in the industry. This is not just about products, but also includes marketing and branding, technological innovation, management models, etc. Agents are also one of the links in this system. All they have to do is play their role well. As the company continues to make progress, we cannot hold back.
Exhibition Hall 4
Reporter from China Ceramics Network: How do you plan to continue to work with the headquarters in the future?
Luo Guogen:Manufacturers and we each do our part well. For example, in terms of brand promotion, manufacturers do more advertising and promotion, including scenic spots, highway anti-aircraft guns, strengthening brand promotion, and improving Brand exposure. We will do accurate dissemination of local communities, developed properties, and customer groups. For example, when servicing dealers, the manufacturer sends people to give lectures and training, and we help organize the people. When the manufacturer comes up with a planning plan, we help dealer customers implement it. In the future, we will focus on strengthening team building and improving the company's operational capabilities; we will speed up supporting agents to build channels and help them proactively compete for the market. My goal is to let the Eagle Ceramics brand go into the hearts of every customer and consumer along with the products, so that they will think of Eagle Ceramics when they buy bricks.
Reporter from China Ceramics Network: Last question, this year is the 45th anniversary of Eagle Brand. What do you want to say to "it"?
Luo Guogen:I am very clear about the headquarters’ expectations for our Jiangxi operation center, and I will definitely live up to these expectations. I will do my best to do a good job, and always develop in step with Eagle Brand, and will be the leader of Eagle Brand. Treat cards as your lifelong career.
"Yingpai people, working together, strengthening confidence, working together, and moving forward bravely, will surely be able to overcome various risks and challenges! Create new glories!"
Team photo
Postscript:
Since its establishment in 1974, Eagle Brand celebrates its 45th anniversary. Over the past 45 years, China's ceramic construction industry has undergone earth-shaking changes. While batches of ceramic companies have risen, batches of ceramic companies have also fallen in the wave of the times. However, Eagle Ceramics has always adhered to quality and service and has become the leader in the industry. The backbone, the author believes, is also the insistence of all Eagle Brand people, including Luo Guogen. In 2019, the general environment is changing and the small environment is confusing. Faced with such a market, Eagle Brand chooses to follow the trend, increase the dimension of value output, and reduce the dimension to implement pragmatically. As Lin Wei, President of Yingpai Group, firmly believes:Only those with firm will, clear goals and strong strength can persevere.
