After a period of in-depth contact, Wang Yongfu officially signed Ocean Ceramics on March 1 this year, becoming Oceano Chengdu dealer. With his mature business philosophy, model and team, Wang Yongfu achieved the gratifying performance of doubling the sales of Chengdu Oceano single store in just one month after becoming an agent for Oceano.
But his ambition does not stop there. His goal is to make Chengdu Oceano a benchmark in the southwest region and even the country.
On May 23, the China Ceramics Network's "Tao Xing China" national ceramic tile sanitary ware market survey team (hereinafter referred to as the "Tao Xing China" survey team) walked into Chengdu Oceano and met this ambitious man. The helmsman of Chengdu Oceano.
Oshennuo TileDealer Wang Yongfu (2nd from right)
01
23 years in the industry, counterattacking from "diaosi" to "tall, rich and handsome"
Wang Yongfu is a typical entrepreneurial young man born in the 1980s. His career experience can be said to be the history of the struggle of a "diaosi" to counterattack the "rich, rich and handsome".
Wang Yongfu entered Huanai Home Furnishing Co., Ltd. when he was a teenager, starting from the lower level, working as a porter, warehouse manager, decoration salesman, general manager of the expansion and franchising department, then to general manager of the brand department, deputy general manager of the Sichuan sales area, and Sichuan sales manager. and the general manager of the Chongqing sales area. From 1997 to 2020, 23 years of experience in the building materials industry have shaped his current experience and courage.
He is humble and polite. He started his entrepreneurial career at a young age. He spends more time and energy on learning and accumulation than others. He treats his subordinates harshly but not harshly, and tolerant but not indulgent. Although he is a leader, he often hangs out with team members, tells humorous jokes, and secretly keeps every employee's work or life status in mind.
Wang Yongfu treats his work rigorously and seriously. Colleagues who have worked with him commented, "While controlling the overall situation, he pays more attention to details. From controlling the general direction of each event plan to paying attention to the materials of each event, he has unique insights ""He will severely point out the mistakes in your work and also give careful guidance to the juniors."
While working at Huanai Home Furnishing, he once led the team to boldly challenge the annual sales target of 100 million on the basis of the previous year's sales of 10 million. During this period, the product structure and product prices were adjusted in a timely manner, focusing on resource integration and innovation, and finally achieved an astonishing sales performance of 119 million for the operating brand throughout the year, and received numerous praises from the headquarters, manufacturers, and alliance merchants.
Wang Yongfu convinced every member of the team with his ability and charm and was willing to work hard with him. At present, he has established a mature operation team, and the core management team has more than ten years of experience in the building materials industry in the Chengdu market. In his words, "the team brings its own traffic, and it is a group of 'veterans' who have changed brands."
02
Return to zero mentality and choose Oceano to start again
Without any confusion at the age of 40, Wang Yongfu maintains a zeroing mentality and puts aside his past identity and achievements to start anew.
At the end of 2020, Wang Yongfu chose to resign from Huanai Home Furnishing and lead the team to go it alone. When it came to choosing a brand, he had his own persistence in three dimensions, and finally joined a joint venture with his old employer Huanai Home Furnishing to represent Oceano, a brand owned by a rare listed company in the building ceramics industry.
Combined with Oceano, Wang Yongfu explained the three dimensions of his brand selection:
First, brand strength. If you want to be a dealer for a long time, you must choose a strong brand. There are currently about five architectural ceramics brands with an annual output value of more than 4 billion yuan, and Oceano is one of them. Such a large annual output value is enough to prove that the brand has deep strength and is a long-term choice.
The 2020 annual report of Oceano's parent company Diou Home Furnishing shows that Oceano's total operating revenue in 2020 was approximately 5 billion yuan, a year-on-year increase of 0.36%; the annual industrial ceramic tile sales volume was 128 million square meters; as of 2020 As of December 31, there were more than 1,100 ceramic tile dealers and more than 4,000 terminal stores nationwide.
Oshennuo CeramicsSanshui Production Base
The second is product strength. Products are the lifeblood of an enterprise's development. Wang Yongfu has been deeply involved in the building ceramics industry for many years. He has managed and operated multiple brands and is very familiar with industry brands. He has a good idea of which products are superior and inferior. In the process of contacting Oceano, he personally visited the Oceano factory to inspect and believed that its products have great potential and have a very good reputation and high volume in Chengdu.
The third is the goal of both parties. The prerequisite for cooperation is shared goals. Wang Yongfu learned that Oceano hopes that managers have mature brand operation ideas, can quickly make a name for themselves in the local area, and enhance the popularity of the terminal market, and he and his team can meet this requirement. Correspondingly, when Wang Yongfu and his team choose Oceano, they have sufficient confidence to better explore the market, give full play to the advantages of a mature operation team, and go further with the brand.
In addition to the above three dimensions, Wang Yongfu also revealed that his cooperation with Oceano has an emotional basis, "About 2000, I was in charge of the Oceano supermarket business in Beijing, and I had a certain relationship, so I still have a vivid memory of Oceano.”
03
Be ambitious and aim at the benchmark in Southwest China
With a mature management team and a powerful brand, Wang Yongfu holds two powerful tools to expand the market. His goal is to build Chengdu Oceano into a benchmark in the southwest region and even the country.
On the day of the interview, Wang Yongfu took over Chengdu Oceano less than three months ago, but his years of trading experience have enabled him to strategize and carry out various business operations in an orderly manner.
It is reported that the first thing Wang Yongfu did after acting as an agent for Oceano was to sort out the products and adjust the product structure, intending to further enhance the brand image and height through product segmentation and store display. Due to the obvious product differentiation, although the Oceano headquarters has a central warehouse in Chengdu, most of the products sold by Chengdu Oceano are stored in the Yianju warehouse that Wang Yongfu cooperates with. The headquarters central warehouse is only used to supplement products and supply. .
Oshennuo CeramicsChengdu Store
When it comes to Oceano's products, Wang Yongfu is full of praise. He obviously trusts Oceano's product research and development and is looking forward to the blockbuster new products that Oceano will release in the second half of the year.
In terms of channel layout and distributor management, Wang Yongfu used mature models and teams to develop market channels, improve the "basic skills" of the original secondary agents, and launch emerging marketing models such as online live broadcasts. During the interview, the "Tao Xing China" investigation team happened to encounter Chengdu Oceano's live broadcast team recording a slate science popularization video. Wang Yongfu explained, "Chengdu Oceano is currently exploring a new retail model for ceramic tile stores. If the results are significant, we will consider long-term efforts. development."
Oshennuo CeramicsChengdu Store
Regarding the current situation in Chengdu where the proportion of finely decorated houses is increasing and decoration companies are cutting off large-scale sales, Wang Yongfu believes that it is very important to focus on high-quality customers. Ceramic tile merchants should serve consumers well through designers and home decoration channels. It is worth mentioning that unlike traditional ceramic tile stores that only sell materials, Chengdu Oceano is committed to providing consumers with high-quality delivery of finished home decoration products. Wang Yongfu said that he has been delivering finished products since three years ago, has established his own team, and has a fairly complete construction and processing process.
///////
Wang Yongfu believes that the market format in Chengdu has been changing, and non-leading ceramic tile brands have been decreasing, but leading brands have always occupied the majority of the market volume. He is very optimistic about the Chengdu market. "Whether it is from the perspective of urban inclusiveness, population size, or market consumption power, Chengdu will still have a very large ceramic tile volume."
In the face of changes in the industry, he is still quite confident, "As long as the industry exists, we will haveWe have the confidence to do well. Unless the industry is gone, we won’t have the confidence. ”
