China Ceramics Network News An unexpected epidemic has plunged the sanitary ware industry into an unprecedented predicament.
There are no eggs left in the nest, and it is a foregone conclusion that 2020 will be affected by fluctuations. Many home furnishing companies have begun to look for self-rescue, or to survive by cutting off arms, or to increase revenue and reduce expenditures, or to streamline the army and streamline administration, or to look for lighthouses, or to stay together to keep warm. There are also brand choices. Stand together with users and help each other, such as Hengjie Bathroom. Starting from February 2, Hengjie took the lead in the industry to launch "Hengjie Online-24-hour remote troubleshooting service" to solve consumers' problems with the responsibility of a corporate citizen.
The epidemic has brought true feelings to light. Hengjie’s move has attracted countless fans. What enlightenment does this bring to the sanitary ware industry? In the process of Chinese sanitary ware moving towards higher-dimensional competition, what role does service play?
Fighting the "epidemic" side by side, starting from the "user perspective"
The following is a real case:
On February 20, the author stayed at home, but the bathroom smelled bad from time to time. After learning about the great power of "fecal-oral transmission" and aerosol transmission, I felt uneasy. At nearly 11 o'clock in the night, I finally tried to contact "Hengjie Online" "Service, I thought there would be no immediate response in the dead of night. Unexpectedly, the customer service responded within 1 minute, consulted in detail about the problems in the bathroom, and left contact information.
Only half an hour later, the author received a professional and detailed answer from the Hengjie after-sales technical engineer. Since it was late at night, the engineer proposed to call the next day and called as scheduled the next day to solve the problem. The author was moved by these service details, which provided timely relief and warmth during the winter.
Like the author, a large number of citizens are in this "super long”I am at home during the holidays, and I am helpless even if there is a problem in the bathroom. However, Hengjie is racing against time and the epidemic, 24 hours a day, using professional knowledge to solve practical problems and interacting positively with users. It is truly a leader in the service field of the sanitary ware industry. A pioneering work. For more than a month, the "Hengjie Online" service has effectively solved various problems encountered in bathroom use for a large number of users across the country, demonstrating the brand's sincerity and high sense of responsibility in providing good services.
Such a move is also a win-win situation. In the face of the raging epidemic, increasing stickiness is the key to the long-term development of brands. Recently, Wu Zhixiang, founder of Tongcheng Group, explained the importance of user stickiness in a live broadcast: "What is more terrifying than no orders is losing user stickiness. Brands must To maintain user stickiness ”
The so-called "stickiness" is to impress users with services and make people think of you first when they need it; and service is to solve practical problems with professional knowledge. Although Hengjie's action will generate more cost investment in the short term, it will bring "fans" to the brand in the long term. In this era of fan economy, user stickiness means brand loyalty, and every brand needs super users. and fan base.
Provide services with a charitable heart and “encircle fans” of real estate developers
When a crisis comes, everyone is not an island. Working together to overcome the difficulties will inject power into the industry to move forward. Recently, Wang Jianlin announced that all merchants in 323 Wanda Plazas across the country will be exempted from rent and property fees for one month, with a reduction of 3 billion to 4 billion, instantly turning merchants from passersby to fans. Coincidentally, on January 29, Red Star Macalline also launched a merchant “self-rescue” campaign, reducing one month’s rent and management fees for merchants in its self-operated shopping malls, involving nearly 600 million yuan; Easyhome also launched a “self-rescue” campaign on February 25 An announcement was issued to reduce or exempt one month's rent and property management fees for the company's home furnishing store merchants. These measures to share weal and woe with partners have become the reason why Wanda, Red Star, Juran, etc. are highly praised, and they are also an important way to reflect the brand's sense of responsibility.
And the "Hengjie Online" service not only truly benefits consumers, but also attracts a wave of real estate developers, allowing well-known real estate developers across the country to reach a consensus with Hengjie - to isolate themselves from the epidemicIt is reported that well-known real estate and property developers such as Poly Club, Gemdale Group/Gemdale Property, OCT Property, Modern Land/First Property, Zhongzhao Group/Zhongzhao Real Estate, Zexin Real Estate/Zexin Property have successively become Hengjie Like this wave of services and make voluntary dissemination of Hengjie services.
Not only that, after the launch of the "Hengjie Hotline" service, it has also been endorsed by Red Star Macalline, Juran Home, Daming Palace, Guobangmei Home Furnishing, Jinsheng International Home Furnishing, Xiyingmen, Bohai Rim Home Furnishing, Hongyang Home Furnishing, etc. Positive response and support from major domestic well-known building materials and home furnishing stores.
There is “help” without distinction, and we want to be a warm brand
It is worth noting that the "Hengjie Online" service targets not only Hengjie product users, but also users of other brands, that is, they are not Hengjie customers, but they can also enjoy the same services. The so-called "big picture view" is not an empty slogan of "universal unity", but a step forward at critical moments. It is reported that Hengjie’s move not only takes into account the uninterrupted service needs of Hengjie users, but also considers that some small and medium-sized brands may not have a complete service system. However, the bathroom problem is urgent and a small move can warm people’s hearts in special times. , this is also a responsibility that a warm brand assumes in special times.
In fact, if you look at the brand's vision from a higher perspective, you can understand the original intention of Hengjie's move. When social benefits conflict with economic benefits, leaders pay more attention to social benefits and industry mission. At this critical moment, Hengjie, with a heart for public welfare, helps consumers solve their problems and makes the brand's "personality" come to life - quality, professionalism and warmth. In the accumulated "dialogue across the air" over time, Hengjie and consumers have become "friends of time".
The home furnishing industry is entering a period of reshuffle
Service is the future of competitionStrive for the core of differentiation
Behind the "Hengjie Online" service is the support of a powerful service system.
At the "China Bathroom Quality Conference" held in December 2019, Ruan Weihua, senior vice president of marketing of Hengjie Group, said in his sharing that service quality is the core of the brand, and Hengjie must insist on "soft quality".
During the first "Wenwen Niu Merchants" terminal market survey in 2016, the research team observed that the shopping guides in many Hengjie sanitary ware exhibition halls in South China and North China were full of energy, well-dressed, fluent in answering questions, and provided enthusiastic service. It reflects the professional level of brand services. At the same time, we learned that Hengjie's "red carpet service" has been carried out for many years, and it enhances consumers' user experience by proactively providing customers with free cleaning, maintenance and other services.
In 2016, when the trend of smart toilets came, the rolling heat wave was mixed with consumers' yearning and doubts about domestic products. Hengjie took the lead in proposing a six-year warranty for all-in-one machines, boosting consumers' purchasing confidence and also for Domestic smart toilets build confidence - we have the confidence to make high-quality and durable smart sanitary ware! This has also become a kind of cultural confidence rooted in the brand.
This "Hengjie Online" service is also a "parade" for Hengjie's empowering service system. It is reported that Hengjie has spent more than a year systematically improving its service system, from the service front-end to the back-end. Systematic sorting and standardization, through the professionalization, standardization and systematic construction of services, to better improve the quality of services and user experience.
In the future, as the overall quality of the industry improves, service quality will become the core of brand differentiation competition. Whoever can establish service barriers will be better able to find a way out in the increasingly homogeneous competition.
This is a war without gunpowder, which has accelerated the iteration of the industry. After this "epidemic", the reshuffle period of the home furnishing industry will come early, and dancing with uncertainty has become the norm in all walks of life.In this regard, Xie Weifan, chairman of Hengjie Group, believes: "Difficulties are temporary, and making changes in response to environmental changes to win development is an eternal issue." "Hengjie Online" service reflects Hengjie's attentiveness to consumers and keeping up with the times. Advance together. Looking back at the brand development path of Hengjie Bathroom, the reason for its repeated breakthroughs lies in its purity and persistence, its dedication to the hard quality of its products and the soft quality of its services, and its continuous deepening and improvement. In the future, we look forward to more sanitary ware brands in the industry that have a deep understanding of user needs, jointly promote the improvement of service quality, and shoulder the mission of providing salary for Chinese sanitary ware.
(This article is provided by the enterprise)
