Against the market, Kexiang wallpaper brand monopo

2022-07-22
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On June 15, 2015, the launch conference of the brand monopoly of Kexiang wallpaper "brand flagship ・ sailing" was held in beautiful Anji. Although the launch conference has been successfully held in many places across the country, it is the first time in the headquarters of Anji, which is of great significance

wallpaper has entered China for 30 years. But compared with the flooring, ceramic tiles, latex paint and other household building materials industries, wallpaper can only be regarded as a little brother. Franchised stores do not have a scale of several thousand square meters, and no dealer can achieve hundreds of millions of performance every year. So here comes the question...? Why can floor, ceramic tile and latex paint? Because of the brand. In these industries, there are brands that people can call, remember and always buy, but not in the wallpaper industry. Why? Because manufacturers and dealers are afraid of taking risks and losing the benefits they have already obtained, they are unwilling to take this step. However, Kexiang wallpaper is a wallpaper enterprise with ideas and aspirations. After ten years, Kexiang was the first in the industry to put forward the strategic goal of building consumer brands. One year of preparation and implementation, the launching ceremony of Kexiang brand monopoly was successfully held in Anji, the headquarters

on June 15, 2015, the brand monopoly launch conference of Kexiang wallpaper "brand flagship? Sailing" was successfully held in beautiful Anji, beautiful Merrill Lynch resort. Although the kick-off meeting has been successfully held in Henan, Shanxi, Hebei, Shaanxi, Sichuan, Chongqing, Inner Mongolia, Tianjin and other places, it is the first time in Anji headquarters, which is of great significance. Excellent dealer representatives from Anhui, Jiangsu and Zhejiang witnessed the historic moment of the wallpaper industry

one of the important contents of this meeting is the launching ceremony of brand monopoly. Mr. Jin Yongfan, chairman of Kexiang company, Mr. Deng Jingfeng, vice president of lianzongzhida marketing consulting group, and Mr. Li Guoliang and Ms. Hu Danlin, representatives of excellent dealers, jointly pressed the launch ball of Kexiang brand monopoly, and opened a new era of wallpaper brand monopoly with 300 dealer representatives present

At the meeting, Mr. Deng Jingfeng, vice president of lianzongzhida marketing consulting group, deeply analyzed the current situation of the wallpaper industry. Wallpaper has officially changed from a period of rapid development, extensive market operation, and a value system with products as the core to a new period of rational development, refined management and operation, brand as the core, and products and services as the support. The elimination of the former by the latter is the inevitable trend and result of the development of the industry. And Kexiang is undoubtedly at the forefront of the whole industry

Mr. Jin Yongfan, chairman of Kexiang company, elaborated on the implementation path of Kexiang brand monopoly: first, through the realization of brand monopoly of wallpaper, he formed a strategic partnership with dealers to provide comprehensive support and services for brand stores in terms of products, decoration, advertising, promotion, channel expansion, market maintenance, after-sales service, training and so on. Second, take tmall flagship store and wechat mall as platforms to establish an o2o marketing system to introduce all online orders and passenger flow offline. Through offline purchase, evaluation and sharing, combined with online promotion and communication and online and offline interactive marketing, we can continue to create passenger flow and bring orders. Work with offline brand stores to realize online and offline Omni channel marketing, and create a new brand monopoly mode in the building materials industry. To this end, Kexiang company has invested nearly 10million yuan in advertising and marketing, and will invest another 10million yuan in the second half of the year to accelerate the realization of its strategic goals

at the beginning of the implementation of Kexiang brand monopoly, even some employees in Kexiang did not believe that the wallpaper industry could make a brand monopoly store. However, the facts are at hand. As of June 15, 336 dealers have signed brand monopoly contracts with Kexiang, covering more than 10 provinces such as Henan, Hebei, Shaanxi, Inner Mongolia, Tianjin, Sichuan, Shanxi, Chongqing, Tianjin, Zhejiang, Jiangsu, Hubei, Hunan, Anhui, Shandong, etc. Dealers who have completed the transformation of brand monopoly also report good news frequently. Hubei Shiyan store is the only local Red Star Macalline, and its sales volume is 50000 yuan within a week of opening; Anhui Chizhou store, 3-day brand monopoly promotion, 131 orders signed on site; Hebei Baoding store, with a cumulative turnover of nearly 800000 from March to may... In the most difficult period of the wallpaper industry, Kexiang's brand store was able to rise against the market, creating an industry miracle. One by one, this proves how correct the wisdom and determination of chairman Jin Yongfan at the beginning

brand monopoly of wallpaper is no longer an unproven hypothesis. Kexiang people have proved with their own actions that only brand monopoly is the only way out for the development of wallpaper industry. This year, Beijing authorities evaluated the brand value of Kexiang at 3.786 billion yuan, which is an affirmation of Kexiang. No matter how hard the brand road is, Kexiang will firmly go on to meet a better tomorrow for the wallpaper industry

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