One of China's top ten business partners and one of China's top ten business partners, “Love will win†will express the spirit of openness and expansion that the company possesses. “Three days are destined and seven points depend on hard work†and they are known as China. The "Jews" dare to fight, low-key, and hugged, and are the most profound impressions of the outside world. Pu Shang, one of the important branches of Sui Merchants, is also a synonym for hard-working, good-natured and calculating.
After 80s, it was considered by the society as a “battered generationâ€, “without responsibilities†and “selfishnessâ€. Labels after another were once affixed to the forehead of 80s. Until the earliest days after the 1980s approached, the performances and blood in the "Wenchuan Earthquake" and the "Olympic Flame Warrior" changed people's views on the 80's after entering the mainstream of society.
Fan Guifang, a post-80s dealer from Putian, is the managing director of Shi Hao Ceramics. From the warehouse manager to more than a dozen distributors of brands in the Northeast to the head of a high-end polished crystal brick company in Foshan, he transformed the experience of the terminal over the past ten years into the advantages of a manufacturing company serving customers. In him, he has been a mature businessman for many years and his ambitious ambitions in the 1980s. The traditional fighting spirit of the merchants and the new era of business people's ambitions are in harmony with his business management. We are grateful for the opportunities brought by our father’s wealth, but at the same time we are extremely eager for greater self-realization of platforms and space. He is sober and simple, does not shy away from the embarrassing position of businessmen in the industry, does not shun other people's doubts about his “rich second generation†ability, and only uses continuous actions to prove that they are also advancing with the times and can also create industries. High-end brands; "rich second generation" also has the ability to inherit and carry forward the family business and achieve self-worth; "80" persist and resilience, vision and courage are not lost to the industry seniors. At the same time, he also has a young and energetic spiritual force, high and indignant fighting spirit.
The concept of direct brand communication between consumers and consumers is different from previous dialog interviews. After sitting down opposite Fan Gui, he did not wait for the reporter to prepare for the opening of the opening. He said: “I participated in the ordering of a certain brand some time ago. It was very exciting. The benefit is quite deep." The topic naturally begins with the identity of his dealer.
[Reporter]: Do you consider the dealers participating in other companies to be training?
[Fan Guifang]: Yes, take this as a training, an opportunity for progress, observe how successful companies operate, and what to do when we change.
[Reporter]: A veteran marketing person in the industry sighed after visiting a number of stores. It should now be a change in the brand strategy and circulation business model, rather than simply a breakthrough in marketing. How do you think about this problem?
[Fan Guifang]: The current market situation does require business innovation. From a brand strategy point of view, the high-end brand we build is not only the high-end brand, but also the design of all products, the setting of the exhibition hall from the big environment to the details, from the company to the dealers, from the management to the employees. All must understand the appeals of high-end consumers and their habits. In addition, in terms of marketing, in addition to tailoring training content based on the customer's situation and the market environment in which it is located, it has also brought a closer relationship with customers in terms of pre-sales, sales, and after-sales services. Although it may be that only one consumer purchases ceramic tiles in the building materials market once in a lifetime, we will continue to do some return visits, not only to understand their evaluation of products and services, but also to pass on product care information to them through a return visit. Proper product maintenance can also be used in the home space for a long time.
That is to say, some of the services that the original dealers were supposed to do were made by the manufacturers themselves, and the corresponding files were archived. These archives included birthdays and other information of the guests and their families, or gifts on some festivals. Consumers feel that not only distributors are serving them, but also our vendors are doing it. This is also a new attempt for the brand, establishing a better brand image and understanding the market needs at close quarters. This is also because the strength of each dealer is uneven, in order to ensure the unity of brand-to-consumer services, we chose to face the terminal directly.
[Reporter]: Many manufacturers are now trying to get close to customers and solving customer problems is also a solution to dealer problems.
[Fan Guifang]: Yes, such as electrical appliances, cars, etc., just bought back soon there will be customer service will often call to do after-sales service, ask a certain customer how you use a product feels, etc., but sometimes people feel strongly The utilitarian nature is easy to arouse. Our return visit will be enough once or twice a year, or send small gifts on important holidays to make our customers feel as warm and comfortable as possible. Because we want to promote the brand, consumers are our customers. This is what we should do. This is also a model and an innovative model for the industry.
Merchants, Ningxia, Overspending and Diversification of Business Models (Reporter): This year's market conditions are not good, but Shi Lang is in the opposite trend. He has won an exhibition hall opposite the existing exhibition hall. This action has caused the outside world to understand how you think about it. ?
[Fan Guifang]: It may be because the market is constantly expanding and adapting, and customers are more able to accept. After doing so for many years in the terminal, we found that the market prospect of polished crystal brick products is very broad. Especially, we do not take the old road of traditional polished crystal bricks only in the background walls and supporting products. Now we do the space, the real scene, and the polished crystal bricks not only Wall, but also to the ground. Our goal is very clear. We will control 10% of the customer base in the consumer market. Buying more now is buying a feeling, a feeling that matches your own emotions. With my many years of experience as a dealer, I now make ceramics, either do nothing, or I have to be a brand, and it is a brand with ideas and ideas. The other is to build a large shop, in order to quickly have a foothold in the market. If it is still like the previous practice, it will be difficult to develop from the beginning. In fact, many people also want to use a similar one-stop exhibition hall to do a polished brand, but the initial investment requires a lot of money, and the need for strong support for follow-up, will not stay in a year or two.
[Reporter]: If you say this, there are not many manufacturers that currently practice this type of crystal bricks, so this market is large?
[Fan Guifang]: The market is indeed very large. The crystal bricks in the past two years will compete with antique bricks, microcrystalline stones, etc. Since the unit prices of the terminals are similar, the customer will choose a more cost-effective brand. So I think the prospects for the future of crystal bricks are relatively good. This is one of the reasons why we have invested heavily in and promoted.
[Reporter]: Does Shi Yong deliberately compare it with other brands?
ã€Fan Guifang】: Knowing yourself and knowing yourself will definitely help you. This will also avoid the misunderstandings that other brands have gone through, but we will not imitate them. I asked Shih's things to have their own characteristics. For example, you just saw the use of QR codes in newspaper advertisements. We are grateful to the forerunners in the industry because it has enabled the industry to realize something: Previous bricks can only be used as background walls, while pioneers have given the industry the scale of today's development.
[Reporter]: What is Shi Lang's plan for the next brand?
[Fan Guifang]: The brand needs to be precipitated when it was first established. Our goal is to focus on the layout of first-tier cities. I demand that our distributors must have a certain strength in the local area. The strategic partners that are locked in are also partners with strength, ideas and common dreams. Create a flagship store model together. Our plan is to reach 80 dealers by the first anniversary of April 18 next year. The market for high-end brands needs good dealers to support the brand.
[Reporter]: What is the definition of the strategic partner that you just mentioned?
[Fan Guifang]: There is support for the decoration of the store and promotion of the local market, including competitions with designers, etc. The support will certainly be greater.
[Reporter]: Will it consider itself as a direct-operated store or cooperate with distributors in the form of shares?
[Fan Guifang]: Looking at the market conditions, we already have such a store in Yingkou. Dealers are love and hate for the Yingkou market. On the one hand, Yingkou is a city centered on the port. A large number of bricks from Fujian and Guangdong all come ashore here to form a distribution center. The price is very low. As a result, all three provinces in the east of the country have purchased in Yingkou, and dealers, retailers, and projects have all gone to Yingkou. purchase. So many people want to build a store in Yingkou. Love is because Yingkou can radiate the three provinces in the east. It is because they are afraid of doing it because they will affect the prices in other markets. In this way, it is more suitable for our manufacturers to build their own stores. In August, the store in Yingkou will hold a large-scale opening ceremony. This shop is a pilot.
[Reporter]: Yingkou is also a city where you operate as a dealer. It is considered to be your own place. Will the self-operated store model here be less risky?
Fan Guifang: Yes. For developed cities such as Beijing and Shanghai, they will consider alliances with distributors and use the form of shares to carry out the integration of advantageous resources so that profits will be faster.
Inheriting the spirit of hard work from fathers to build a bigger platform for business conversion [Reporter]: According to our understanding, your parents had left Fujian before long ago and went to Inner Mongolia and Liaoning to do business. Did they start the ceramic industry from the beginning?
[Fan Guifang]: Initially, they had been doing business in wood and bamboo for three or four years. By the year 87, my father started to contact ceramics and made products in Minqing and Jinjiang. So when I graduated from junior high school, I was asked by my family to do a family business.
[Reporter]: Your experience in the ceramic industry is related to your parents.
[Fan Guifang]: Yes, because our entire family is making ceramics. When I first came out, my father asked me to start from the warehouse management in the company where my uncle and others collaborated. On the one hand, I exercised my physical body. On the one hand, I had to be familiar with the product's various specifications and how to judge the quality and start from the low.
[Reporter]: Did you feel that you were arranged?
[Fan Guifang]: Yes, I had a lot of hobbies and thoughts at the time, but I didn't support other family members. At the time, ceramics business and market conditions were also good. From 2003 to 2004, while operating the ceramics industry, he had done Internet cafes, internet companies, and clothing distribution.
Later, the company was short of people, and I slowly grew into the main force in the company, so it was back to the ceramic industry. In 2005, we started operating our own factory in Faku. There are now four furnaces, and we also invest in real estate in Yichang, but it is an investment model. Fujian and Wenzhou people can hold special groups. As long as the project and people are identified, it will be operated in a joint venture. The money is earned by everyone. The future market model should also be the same. Now, the six stores in Yingkou are also the management reforms. The main management personnel own more than 5% of the company’s profit shares, daily wages, and another 5 %. In this way, I will start a new business in Foshan, and I don't need to worry that the original company will be affected.
[Reporter]: In addition to the warehouse management, what are your positions?
[Fan Guifang]: After six months of warehouse management, I felt familiar with the product and placed me in the shop. At that time, I was doing a wholesale business in Jinzhou and began to manage distributors. At that time we had not yet entered retail. Later transferred to Yingkou, bigger wholesale.
[Reporter]: When did you start retailing?
[Fan Guifang]: Retailing began in 2000 and started slowly in 2001. It has been done since the bricks of private factories, and has become a dealer for many high-end brands. It has represented more than a dozen brands.
[Reporter]: Everyone knows that the profits of dealers are relatively high, and manufacturers need more investment. How do you think of moving from dealers to manufacturers?
[Fan Guifang]: Dealers are really making more profits in engineering and other businesses. And the dealers are once again facing only one city, or the city is radiating out of the surrounding area. However, the manufacturers’ platform is very large. Although the profits are thin, but the production capacity is frightening, the assets of several kilns can reach several hundred million, but the dealer’s words will take a long time to settle to achieve the performance of two or three hundred million a year. The best dealers who do the best job also have this benefit and still face the consumer groups.
[Reporter]: What platform do you and your family want to build?
[Fan Guifang]: Yes, the height of another station is not the same. Dealers are only dealing with consumers and are narrower. Manufacturers are broad and need to contact with many different industries and industries, such as material suppliers and the government. Because I hope that we will not only be engaged in the ceramic industry in the future, but also involve other. From 2008 to 2009, we also spent more than a year in the coal business. As a manufacturer, we will find that energy such as coal and raw materials can also be made.
[Reporter]: This is not just because of profits, but because the platform is bigger?
[Fan Guifang]: Yes, our family is relatively big. The pressure that the previous generation gave us was not small. We must be independent to do something. Therefore, we are not limited to ceramics. We can do everything outside of ceramics, such as real estate. Now we plan to take a piece of land in Yingkou, build a building materials supermarket, and bring our own brands of brands and other sanitary and hardware products into the market. Because I have been working in the local area for many years and I am familiar with the dealers in other industries, we can work together and make a model of building materials supermarkets that can later be copied to other parts of the country, like the Red Stars and the homes.
This plan was also set last year. I am a member of the CPPCC of Yingkou. The Investment Promotion Office has such a policy. After consultation, I decided to be a building materials supermarket of my own brand.
[Reporter]: From production to circulation?
[Fan Guifang]: Yes, such a strategy is in line with last year when I came to Foshan to start doing this high-end brand Shi Lang. First of all, in the future, our first-tier and second-tier cities will be agents with local strength. They will also seek new breakthroughs after they have developed to a certain degree. We do building materials supermarkets and cooperate with them locally. They are more likely to accept such models. . Now that dealers are tied up in hypermarkets, they are under tremendous pressure and burden. Why are we not willing to cooperate with vendors? This plan will soon be realized in the future.
Perseverance will win [Reporter]: From the previous dealers to now operating brands, what do you think is a good brand?
[Fan Guifang]: The first factory must have strength, whether there is a core talent team, and secondly whether there is a cash management idea, and the boss’s way of doing things and strength. If a boss does not delegate power, it does not work. If a good company and brand does not have a good design team, it will eventually become a poor product and will not be able to sell a good price. And having good teams without good quality products is also a problem.
[Reporter]: This is also the concept of your business?
[Fan Guifang]: Yes, when we were in Shenyang, we were very strict on the quality of our products. The selection of raw materials was also very strict. The quality of raw materials determines the quality of the products. The equipment we used at the time was all Kodak. In the kiln.
[Reporter]: Dealers only need to pay attention to sales, and when they are transformed into production companies, they will increase a lot of areas that need attention, including the reserve of professionals. Have you and your family encountered any difficulties in the process of transformation?
[Fan Guifang]: It has indeed taken a lot of detours. Although we are familiar with craftsmanship, many things are still not understandable. People who are easily hired have been deceived and have encountered many problems in production. The kilns in the professional side really don't understand. My father's generation really was very hard during their time, and they stayed there every day. The mobile phone was turned on 24 hours a day. Once problems arise, they must be dealt with immediately.
[Reporter]: How much time did it take to get back on track?
[Fan Guifang]: Half a year. At that time, he did not understand technology, did not understand the production process, and had a lot of losses. The funds of the Yingkou store were continuously injected into them.
[Reporter]: Did you ever think about it?
[Fan Guifang]: Never thought about it. After all, what others can do is that we believe we can do it. We just don't understand earlier and need to pay some tuition fees. Later, many factory managers and technicians were invited in Foshan. Standing on the shoulders of giants can be faster.
[Reporter]: Listening to what you said, I feel very much in line with the general public's assessment of the Fujian businessman's ability to expand the "Fight for Winning."
[Fan Guifang]: We really fight and don't give up easily. This spirit is commendable.
[Reporter]: From dealers to such a high-end brand management, what is the most important thing on this road?
[Fan Guifang]: It is to insist. I can't do anything bad, I just want to do something I don't want to do, including now I encourage myself. What others can do, I can do it. He can't do it. If I think, it may be possible. If you want to do more than you want, there should be no more than you can do.
[Reporter]: It should be said that selection is important before you insist on it. Do you rely on experience and intuition to make choices?
[Fan Guifang]: Intuition accounts for some, most of them still listen to friends' suggestions. Before I do something, I will share it with my good friends. It is not feasible to do this thing. Their opinions will give me a lot of help. If it is feasible, if there is a problem with funds, we can ** and we can find ways to do it together. In July, our brand under the Shenyang Faku Enterprise will establish a sales department in Foshan, which is also my experience during this time in Foshan, making the company feel feasible and can try.
From last year to this year, the market situation was not good. The entire Faku library increased our kiln. Preparations began in September last year and production began in April this year. Originally, our plan was to prepare Pilates, but later found that the market was not. In April, it was replaced by a full-glazed production line and all machines were replaced. Our decision is still relatively fast.
University of the mobile phone number asks [reporter]: The two telephone that you have just received directly tell each other your colleague's telephone number, can you remember the number of many colleagues?
[Fan Guifang]: Because colleagues' numbers are relatively easy to remember, the mantissas are basically four, five, four, four, and nine numbers of this kind. All of Shi Yan’s mobile phone numbers for the sales managers are 3 or more. Last year I collected some numbers and also purchased nearly 30 mantissa consecutive numbers.
Many bosses now have harassing phone calls. If they are good numbers, customers are more willing to pick them up. At the very least, they will not think that they are selling products because good numbers, such as a number 4 or 5, are used to call each other. The first reaction may be friends, especially high-end customers. Many customers won't save our numbers. He can only tell if the phone number should be answered by numbers, or they should not call back after they are busy. I pay more attention to the details in this regard. To change myself is also not willing to answer more complicated numbers.
To treat customers, I pay more attention to the other person's feelings. For example, my assistant took her to the tea shop on the first day of work to learn how to make tea, what temperature the water needs for different tea, when to drink, and the different influence of different tea on the body, but also need to understand the tea culture and story. For example, it is suitable for drinking buckwheat at 4 or 5 in the afternoon. It also has a good effect on the stomach and stomach. Drinking Tieguanyin will hurt the stomach. The bosses like health, we must understand this information.
[Reporter]: After 80s, the thoughts are somewhat different from those of their fathers. Are there differences in management and management between you and your parents?
[Fan Guifang]: There are too many differences. The money the parents make is saved. They focus on the amount of revenue they can earn each day. If they can sell 500,000 or 1 million, they will be happy, but they tend to ignore profits. While we are optimistic about a project, we will make some investments in the early stages, but in their philosophy, we will think that the project has not yet determined why it will take so much money to do things and know people. There will be some obstacles. But fortunately, among the Fujian businessmen, our parents are very open. After experiencing some things, they can immediately adapt to it. While doing the project, they will be cautious, and we will also spend some money on it.
The change of the new merchants [Reporter]: In the industry after 80 to become a production company's boss is rarely seen, what are the characteristics of management?
ã€Fan Guifang】: First, the company will have a system and communicate with the leaders of each department from time to time. My requirements are very strict, but they are more humane. If they are starting points for the company, they will be more decentralized.
[Reporter]: Do you know with ordinary employees?
[Fan Guifang]: We all know. My role as a boss at work is to love communication in peacetime. I will communicate with them and chat with them. Sometimes chatting and chatting can also find potential problems in some companies. Walking management is relatively easy. This was always the case in Yingkou.
[Reporter]: After you graduated from junior high school, you began to do business. Have you encountered any problems when managing your business?
ã€Fan Guifang】: After so many years of business, managing so many people now must learn. I will participate in the courses of some major training groups, and at the same time communicate with successful people in other industries and more with people and things outside. Indeed, it is not high. Now that there are some obstacles to management, the education of one's own children is no longer as good as their fathers would have thought.
They are required to graduate from college and study abroad. Now that I have tasted the hardships, my hopes for them will be much higher. Learning professional courses in finance, management, etc. will be easier when I take over. However, most of the time, I will take them and walk around to see more, rather than more teaching.
[Reporter]: The evaluation of Fujian employers in the industry is not very positive. Did you feel this way after you came to Foshan?
Fan Guifang: At the beginning of our recruitment, candidates heard that they were not coming from Fujian. So I hoped they would give me an opportunity to speak. At the same time, I could ask more people in the industry. In 2001, I went to Foshan and stayed until the end of 2002. After that, I returned to Yingkou. Whatever brand or boss of Foshan used to sell, even if I was busy, I would ask them to come to my office and have a chat. . I hope that employees who want to come to Shih can understand the style of work and attitude towards people in the industry. Including joining the team, I often chat with them to understand their ideas, ideals and goals in life, and what I would like to learn from Shi. So we managed to develop into a 50-person team in a matter of months. It also dispelled doubts from some industry insiders.
In terms of dealers, some people may think that I am a rich second generation, is not a company to play. However, people who are familiar with my growth experience know that when working in a dealership, every brand I represent can do a better job and can be the top ten in the national market in a short period of time. One of the brands has doubled its growth for five consecutive years. These experiences and performance can also allow dealers to pay more attention to my attitude and determination rather than age.
When it comes to age, the post-80s are now the time to do things, and I have accumulated more than a decade of experience. Although I can't compare with my older generation, it is really a problem if I still don't do anything. We can go from private factory to high-end brands such as Border, and we can also explain our attitude toward doing business.
[Reporter]: The industry will still feel that the employers in Fujian will not be branded and have no brand awareness.
[Fan Guifang]: I was very angry at the beginning of hearing this and could not kill everyone with a stick. I said that people in Fujian wouldn't do branding. I just have to make a good brand. To prove it to everyone, we are just like us. Can manage a good brand. I'm trying to prove it.
[Reporter]: What is your dream?
[Fan Guifang]: My dream is to build a chain of building materials supermarkets. There are branches all over the country. What I do now is to accumulate for this goal. I have met all the outstanding distributors through Shih Tzu's platform. Unlike the big aircraft carriers, I am not a pure commercial real estate operation. We have industries, have their own factories, have dealership experience, and we also have a model of cooperation with local strong distributors. There will certainly be different situations.
[Reporter]: There are very few employers of manufacturing companies that have such an idea. Your ambition is great.
[Fan Guifang]: In 2003 and 2004, he was very ambitious. At that time, he felt what he would do to make money. In order to make a polished crystal tile product, he has also acted as a brand of polished crystal bricks to understand the products and operating modes, and after the real start of Shi Yan, it is a turning point in my career. It is not only the change of identity but also the determination of future goals.
Now that there is no ambition, this age and condition is exactly the time when we are doing business. When we wait for another eight years and ten years, we will not have the momentum. It will be more difficult to think about making breakthroughs.
After 80s, it was considered by the society as a “battered generationâ€, “without responsibilities†and “selfishnessâ€. Labels after another were once affixed to the forehead of 80s. Until the earliest days after the 1980s approached, the performances and blood in the "Wenchuan Earthquake" and the "Olympic Flame Warrior" changed people's views on the 80's after entering the mainstream of society.
Fan Guifang, a post-80s dealer from Putian, is the managing director of Shi Hao Ceramics. From the warehouse manager to more than a dozen distributors of brands in the Northeast to the head of a high-end polished crystal brick company in Foshan, he transformed the experience of the terminal over the past ten years into the advantages of a manufacturing company serving customers. In him, he has been a mature businessman for many years and his ambitious ambitions in the 1980s. The traditional fighting spirit of the merchants and the new era of business people's ambitions are in harmony with his business management. We are grateful for the opportunities brought by our father’s wealth, but at the same time we are extremely eager for greater self-realization of platforms and space. He is sober and simple, does not shy away from the embarrassing position of businessmen in the industry, does not shun other people's doubts about his “rich second generation†ability, and only uses continuous actions to prove that they are also advancing with the times and can also create industries. High-end brands; "rich second generation" also has the ability to inherit and carry forward the family business and achieve self-worth; "80" persist and resilience, vision and courage are not lost to the industry seniors. At the same time, he also has a young and energetic spiritual force, high and indignant fighting spirit.
The concept of direct brand communication between consumers and consumers is different from previous dialog interviews. After sitting down opposite Fan Gui, he did not wait for the reporter to prepare for the opening of the opening. He said: “I participated in the ordering of a certain brand some time ago. It was very exciting. The benefit is quite deep." The topic naturally begins with the identity of his dealer.
[Reporter]: Do you consider the dealers participating in other companies to be training?
[Fan Guifang]: Yes, take this as a training, an opportunity for progress, observe how successful companies operate, and what to do when we change.
[Reporter]: A veteran marketing person in the industry sighed after visiting a number of stores. It should now be a change in the brand strategy and circulation business model, rather than simply a breakthrough in marketing. How do you think about this problem?
[Fan Guifang]: The current market situation does require business innovation. From a brand strategy point of view, the high-end brand we build is not only the high-end brand, but also the design of all products, the setting of the exhibition hall from the big environment to the details, from the company to the dealers, from the management to the employees. All must understand the appeals of high-end consumers and their habits. In addition, in terms of marketing, in addition to tailoring training content based on the customer's situation and the market environment in which it is located, it has also brought a closer relationship with customers in terms of pre-sales, sales, and after-sales services. Although it may be that only one consumer purchases ceramic tiles in the building materials market once in a lifetime, we will continue to do some return visits, not only to understand their evaluation of products and services, but also to pass on product care information to them through a return visit. Proper product maintenance can also be used in the home space for a long time.
That is to say, some of the services that the original dealers were supposed to do were made by the manufacturers themselves, and the corresponding files were archived. These archives included birthdays and other information of the guests and their families, or gifts on some festivals. Consumers feel that not only distributors are serving them, but also our vendors are doing it. This is also a new attempt for the brand, establishing a better brand image and understanding the market needs at close quarters. This is also because the strength of each dealer is uneven, in order to ensure the unity of brand-to-consumer services, we chose to face the terminal directly.
[Reporter]: Many manufacturers are now trying to get close to customers and solving customer problems is also a solution to dealer problems.
[Fan Guifang]: Yes, such as electrical appliances, cars, etc., just bought back soon there will be customer service will often call to do after-sales service, ask a certain customer how you use a product feels, etc., but sometimes people feel strongly The utilitarian nature is easy to arouse. Our return visit will be enough once or twice a year, or send small gifts on important holidays to make our customers feel as warm and comfortable as possible. Because we want to promote the brand, consumers are our customers. This is what we should do. This is also a model and an innovative model for the industry.
Merchants, Ningxia, Overspending and Diversification of Business Models (Reporter): This year's market conditions are not good, but Shi Lang is in the opposite trend. He has won an exhibition hall opposite the existing exhibition hall. This action has caused the outside world to understand how you think about it. ?
[Fan Guifang]: It may be because the market is constantly expanding and adapting, and customers are more able to accept. After doing so for many years in the terminal, we found that the market prospect of polished crystal brick products is very broad. Especially, we do not take the old road of traditional polished crystal bricks only in the background walls and supporting products. Now we do the space, the real scene, and the polished crystal bricks not only Wall, but also to the ground. Our goal is very clear. We will control 10% of the customer base in the consumer market. Buying more now is buying a feeling, a feeling that matches your own emotions. With my many years of experience as a dealer, I now make ceramics, either do nothing, or I have to be a brand, and it is a brand with ideas and ideas. The other is to build a large shop, in order to quickly have a foothold in the market. If it is still like the previous practice, it will be difficult to develop from the beginning. In fact, many people also want to use a similar one-stop exhibition hall to do a polished brand, but the initial investment requires a lot of money, and the need for strong support for follow-up, will not stay in a year or two.
[Reporter]: If you say this, there are not many manufacturers that currently practice this type of crystal bricks, so this market is large?
[Fan Guifang]: The market is indeed very large. The crystal bricks in the past two years will compete with antique bricks, microcrystalline stones, etc. Since the unit prices of the terminals are similar, the customer will choose a more cost-effective brand. So I think the prospects for the future of crystal bricks are relatively good. This is one of the reasons why we have invested heavily in and promoted.
[Reporter]: Does Shi Yong deliberately compare it with other brands?
ã€Fan Guifang】: Knowing yourself and knowing yourself will definitely help you. This will also avoid the misunderstandings that other brands have gone through, but we will not imitate them. I asked Shih's things to have their own characteristics. For example, you just saw the use of QR codes in newspaper advertisements. We are grateful to the forerunners in the industry because it has enabled the industry to realize something: Previous bricks can only be used as background walls, while pioneers have given the industry the scale of today's development.
[Reporter]: What is Shi Lang's plan for the next brand?
[Fan Guifang]: The brand needs to be precipitated when it was first established. Our goal is to focus on the layout of first-tier cities. I demand that our distributors must have a certain strength in the local area. The strategic partners that are locked in are also partners with strength, ideas and common dreams. Create a flagship store model together. Our plan is to reach 80 dealers by the first anniversary of April 18 next year. The market for high-end brands needs good dealers to support the brand.
[Reporter]: What is the definition of the strategic partner that you just mentioned?
[Fan Guifang]: There is support for the decoration of the store and promotion of the local market, including competitions with designers, etc. The support will certainly be greater.
[Reporter]: Will it consider itself as a direct-operated store or cooperate with distributors in the form of shares?
[Fan Guifang]: Looking at the market conditions, we already have such a store in Yingkou. Dealers are love and hate for the Yingkou market. On the one hand, Yingkou is a city centered on the port. A large number of bricks from Fujian and Guangdong all come ashore here to form a distribution center. The price is very low. As a result, all three provinces in the east of the country have purchased in Yingkou, and dealers, retailers, and projects have all gone to Yingkou. purchase. So many people want to build a store in Yingkou. Love is because Yingkou can radiate the three provinces in the east. It is because they are afraid of doing it because they will affect the prices in other markets. In this way, it is more suitable for our manufacturers to build their own stores. In August, the store in Yingkou will hold a large-scale opening ceremony. This shop is a pilot.
[Reporter]: Yingkou is also a city where you operate as a dealer. It is considered to be your own place. Will the self-operated store model here be less risky?
Fan Guifang: Yes. For developed cities such as Beijing and Shanghai, they will consider alliances with distributors and use the form of shares to carry out the integration of advantageous resources so that profits will be faster.
Inheriting the spirit of hard work from fathers to build a bigger platform for business conversion [Reporter]: According to our understanding, your parents had left Fujian before long ago and went to Inner Mongolia and Liaoning to do business. Did they start the ceramic industry from the beginning?
[Fan Guifang]: Initially, they had been doing business in wood and bamboo for three or four years. By the year 87, my father started to contact ceramics and made products in Minqing and Jinjiang. So when I graduated from junior high school, I was asked by my family to do a family business.
[Reporter]: Your experience in the ceramic industry is related to your parents.
[Fan Guifang]: Yes, because our entire family is making ceramics. When I first came out, my father asked me to start from the warehouse management in the company where my uncle and others collaborated. On the one hand, I exercised my physical body. On the one hand, I had to be familiar with the product's various specifications and how to judge the quality and start from the low.
[Reporter]: Did you feel that you were arranged?
[Fan Guifang]: Yes, I had a lot of hobbies and thoughts at the time, but I didn't support other family members. At the time, ceramics business and market conditions were also good. From 2003 to 2004, while operating the ceramics industry, he had done Internet cafes, internet companies, and clothing distribution.
Later, the company was short of people, and I slowly grew into the main force in the company, so it was back to the ceramic industry. In 2005, we started operating our own factory in Faku. There are now four furnaces, and we also invest in real estate in Yichang, but it is an investment model. Fujian and Wenzhou people can hold special groups. As long as the project and people are identified, it will be operated in a joint venture. The money is earned by everyone. The future market model should also be the same. Now, the six stores in Yingkou are also the management reforms. The main management personnel own more than 5% of the company’s profit shares, daily wages, and another 5 %. In this way, I will start a new business in Foshan, and I don't need to worry that the original company will be affected.
[Reporter]: In addition to the warehouse management, what are your positions?
[Fan Guifang]: After six months of warehouse management, I felt familiar with the product and placed me in the shop. At that time, I was doing a wholesale business in Jinzhou and began to manage distributors. At that time we had not yet entered retail. Later transferred to Yingkou, bigger wholesale.
[Reporter]: When did you start retailing?
[Fan Guifang]: Retailing began in 2000 and started slowly in 2001. It has been done since the bricks of private factories, and has become a dealer for many high-end brands. It has represented more than a dozen brands.
[Reporter]: Everyone knows that the profits of dealers are relatively high, and manufacturers need more investment. How do you think of moving from dealers to manufacturers?
[Fan Guifang]: Dealers are really making more profits in engineering and other businesses. And the dealers are once again facing only one city, or the city is radiating out of the surrounding area. However, the manufacturers’ platform is very large. Although the profits are thin, but the production capacity is frightening, the assets of several kilns can reach several hundred million, but the dealer’s words will take a long time to settle to achieve the performance of two or three hundred million a year. The best dealers who do the best job also have this benefit and still face the consumer groups.
[Reporter]: What platform do you and your family want to build?
[Fan Guifang]: Yes, the height of another station is not the same. Dealers are only dealing with consumers and are narrower. Manufacturers are broad and need to contact with many different industries and industries, such as material suppliers and the government. Because I hope that we will not only be engaged in the ceramic industry in the future, but also involve other. From 2008 to 2009, we also spent more than a year in the coal business. As a manufacturer, we will find that energy such as coal and raw materials can also be made.
[Reporter]: This is not just because of profits, but because the platform is bigger?
[Fan Guifang]: Yes, our family is relatively big. The pressure that the previous generation gave us was not small. We must be independent to do something. Therefore, we are not limited to ceramics. We can do everything outside of ceramics, such as real estate. Now we plan to take a piece of land in Yingkou, build a building materials supermarket, and bring our own brands of brands and other sanitary and hardware products into the market. Because I have been working in the local area for many years and I am familiar with the dealers in other industries, we can work together and make a model of building materials supermarkets that can later be copied to other parts of the country, like the Red Stars and the homes.
This plan was also set last year. I am a member of the CPPCC of Yingkou. The Investment Promotion Office has such a policy. After consultation, I decided to be a building materials supermarket of my own brand.
[Reporter]: From production to circulation?
[Fan Guifang]: Yes, such a strategy is in line with last year when I came to Foshan to start doing this high-end brand Shi Lang. First of all, in the future, our first-tier and second-tier cities will be agents with local strength. They will also seek new breakthroughs after they have developed to a certain degree. We do building materials supermarkets and cooperate with them locally. They are more likely to accept such models. . Now that dealers are tied up in hypermarkets, they are under tremendous pressure and burden. Why are we not willing to cooperate with vendors? This plan will soon be realized in the future.
Perseverance will win [Reporter]: From the previous dealers to now operating brands, what do you think is a good brand?
[Fan Guifang]: The first factory must have strength, whether there is a core talent team, and secondly whether there is a cash management idea, and the boss’s way of doing things and strength. If a boss does not delegate power, it does not work. If a good company and brand does not have a good design team, it will eventually become a poor product and will not be able to sell a good price. And having good teams without good quality products is also a problem.
[Reporter]: This is also the concept of your business?
[Fan Guifang]: Yes, when we were in Shenyang, we were very strict on the quality of our products. The selection of raw materials was also very strict. The quality of raw materials determines the quality of the products. The equipment we used at the time was all Kodak. In the kiln.
[Reporter]: Dealers only need to pay attention to sales, and when they are transformed into production companies, they will increase a lot of areas that need attention, including the reserve of professionals. Have you and your family encountered any difficulties in the process of transformation?
[Fan Guifang]: It has indeed taken a lot of detours. Although we are familiar with craftsmanship, many things are still not understandable. People who are easily hired have been deceived and have encountered many problems in production. The kilns in the professional side really don't understand. My father's generation really was very hard during their time, and they stayed there every day. The mobile phone was turned on 24 hours a day. Once problems arise, they must be dealt with immediately.
[Reporter]: How much time did it take to get back on track?
[Fan Guifang]: Half a year. At that time, he did not understand technology, did not understand the production process, and had a lot of losses. The funds of the Yingkou store were continuously injected into them.
[Reporter]: Did you ever think about it?
[Fan Guifang]: Never thought about it. After all, what others can do is that we believe we can do it. We just don't understand earlier and need to pay some tuition fees. Later, many factory managers and technicians were invited in Foshan. Standing on the shoulders of giants can be faster.
[Reporter]: Listening to what you said, I feel very much in line with the general public's assessment of the Fujian businessman's ability to expand the "Fight for Winning."
[Fan Guifang]: We really fight and don't give up easily. This spirit is commendable.
[Reporter]: From dealers to such a high-end brand management, what is the most important thing on this road?
[Fan Guifang]: It is to insist. I can't do anything bad, I just want to do something I don't want to do, including now I encourage myself. What others can do, I can do it. He can't do it. If I think, it may be possible. If you want to do more than you want, there should be no more than you can do.
[Reporter]: It should be said that selection is important before you insist on it. Do you rely on experience and intuition to make choices?
[Fan Guifang]: Intuition accounts for some, most of them still listen to friends' suggestions. Before I do something, I will share it with my good friends. It is not feasible to do this thing. Their opinions will give me a lot of help. If it is feasible, if there is a problem with funds, we can ** and we can find ways to do it together. In July, our brand under the Shenyang Faku Enterprise will establish a sales department in Foshan, which is also my experience during this time in Foshan, making the company feel feasible and can try.
From last year to this year, the market situation was not good. The entire Faku library increased our kiln. Preparations began in September last year and production began in April this year. Originally, our plan was to prepare Pilates, but later found that the market was not. In April, it was replaced by a full-glazed production line and all machines were replaced. Our decision is still relatively fast.
University of the mobile phone number asks [reporter]: The two telephone that you have just received directly tell each other your colleague's telephone number, can you remember the number of many colleagues?
[Fan Guifang]: Because colleagues' numbers are relatively easy to remember, the mantissas are basically four, five, four, four, and nine numbers of this kind. All of Shi Yan’s mobile phone numbers for the sales managers are 3 or more. Last year I collected some numbers and also purchased nearly 30 mantissa consecutive numbers.
Many bosses now have harassing phone calls. If they are good numbers, customers are more willing to pick them up. At the very least, they will not think that they are selling products because good numbers, such as a number 4 or 5, are used to call each other. The first reaction may be friends, especially high-end customers. Many customers won't save our numbers. He can only tell if the phone number should be answered by numbers, or they should not call back after they are busy. I pay more attention to the details in this regard. To change myself is also not willing to answer more complicated numbers.
To treat customers, I pay more attention to the other person's feelings. For example, my assistant took her to the tea shop on the first day of work to learn how to make tea, what temperature the water needs for different tea, when to drink, and the different influence of different tea on the body, but also need to understand the tea culture and story. For example, it is suitable for drinking buckwheat at 4 or 5 in the afternoon. It also has a good effect on the stomach and stomach. Drinking Tieguanyin will hurt the stomach. The bosses like health, we must understand this information.
[Reporter]: After 80s, the thoughts are somewhat different from those of their fathers. Are there differences in management and management between you and your parents?
[Fan Guifang]: There are too many differences. The money the parents make is saved. They focus on the amount of revenue they can earn each day. If they can sell 500,000 or 1 million, they will be happy, but they tend to ignore profits. While we are optimistic about a project, we will make some investments in the early stages, but in their philosophy, we will think that the project has not yet determined why it will take so much money to do things and know people. There will be some obstacles. But fortunately, among the Fujian businessmen, our parents are very open. After experiencing some things, they can immediately adapt to it. While doing the project, they will be cautious, and we will also spend some money on it.
The change of the new merchants [Reporter]: In the industry after 80 to become a production company's boss is rarely seen, what are the characteristics of management?
ã€Fan Guifang】: First, the company will have a system and communicate with the leaders of each department from time to time. My requirements are very strict, but they are more humane. If they are starting points for the company, they will be more decentralized.
[Reporter]: Do you know with ordinary employees?
[Fan Guifang]: We all know. My role as a boss at work is to love communication in peacetime. I will communicate with them and chat with them. Sometimes chatting and chatting can also find potential problems in some companies. Walking management is relatively easy. This was always the case in Yingkou.
[Reporter]: After you graduated from junior high school, you began to do business. Have you encountered any problems when managing your business?
ã€Fan Guifang】: After so many years of business, managing so many people now must learn. I will participate in the courses of some major training groups, and at the same time communicate with successful people in other industries and more with people and things outside. Indeed, it is not high. Now that there are some obstacles to management, the education of one's own children is no longer as good as their fathers would have thought.
They are required to graduate from college and study abroad. Now that I have tasted the hardships, my hopes for them will be much higher. Learning professional courses in finance, management, etc. will be easier when I take over. However, most of the time, I will take them and walk around to see more, rather than more teaching.
[Reporter]: The evaluation of Fujian employers in the industry is not very positive. Did you feel this way after you came to Foshan?
Fan Guifang: At the beginning of our recruitment, candidates heard that they were not coming from Fujian. So I hoped they would give me an opportunity to speak. At the same time, I could ask more people in the industry. In 2001, I went to Foshan and stayed until the end of 2002. After that, I returned to Yingkou. Whatever brand or boss of Foshan used to sell, even if I was busy, I would ask them to come to my office and have a chat. . I hope that employees who want to come to Shih can understand the style of work and attitude towards people in the industry. Including joining the team, I often chat with them to understand their ideas, ideals and goals in life, and what I would like to learn from Shi. So we managed to develop into a 50-person team in a matter of months. It also dispelled doubts from some industry insiders.
In terms of dealers, some people may think that I am a rich second generation, is not a company to play. However, people who are familiar with my growth experience know that when working in a dealership, every brand I represent can do a better job and can be the top ten in the national market in a short period of time. One of the brands has doubled its growth for five consecutive years. These experiences and performance can also allow dealers to pay more attention to my attitude and determination rather than age.
When it comes to age, the post-80s are now the time to do things, and I have accumulated more than a decade of experience. Although I can't compare with my older generation, it is really a problem if I still don't do anything. We can go from private factory to high-end brands such as Border, and we can also explain our attitude toward doing business.
[Reporter]: The industry will still feel that the employers in Fujian will not be branded and have no brand awareness.
[Fan Guifang]: I was very angry at the beginning of hearing this and could not kill everyone with a stick. I said that people in Fujian wouldn't do branding. I just have to make a good brand. To prove it to everyone, we are just like us. Can manage a good brand. I'm trying to prove it.
[Reporter]: What is your dream?
[Fan Guifang]: My dream is to build a chain of building materials supermarkets. There are branches all over the country. What I do now is to accumulate for this goal. I have met all the outstanding distributors through Shih Tzu's platform. Unlike the big aircraft carriers, I am not a pure commercial real estate operation. We have industries, have their own factories, have dealership experience, and we also have a model of cooperation with local strong distributors. There will certainly be different situations.
[Reporter]: There are very few employers of manufacturing companies that have such an idea. Your ambition is great.
[Fan Guifang]: In 2003 and 2004, he was very ambitious. At that time, he felt what he would do to make money. In order to make a polished crystal tile product, he has also acted as a brand of polished crystal bricks to understand the products and operating modes, and after the real start of Shi Yan, it is a turning point in my career. It is not only the change of identity but also the determination of future goals.
Now that there is no ambition, this age and condition is exactly the time when we are doing business. When we wait for another eight years and ten years, we will not have the momentum. It will be more difficult to think about making breakthroughs.
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