China Ceramics Network News On May 11, the visit and exchange event at Xiangda Enterprise’s Enping Production Base was successfully held. Su Shaoheng, chairman of the company, Su Guangnian, managing director, Su Binnian, general manager of the company, Ou Jintong, general manager of the first marketing center, Qiu Guosheng, general manager of the second marketing center, heads of brands/departments in the marketing system, marketing system employees and industry media Representatives, a total of more than 150 people went to Enping to observe the production and manufacturing process of Xiangda ceramic tile products.
▲Company employees and industry media visited the Enping factory together
When the visiting bus drove into the road built by Xiangda Enterprise's production base, we roughly counted dozens of vehicles waiting in line to load.
▲At around 2 pm on May 11, several vehicles were loading at the loading bay of the Xiangda Enping factory warehouse.
As we all know, since the beginning of the construction of the production base, Xiangda Enterprise has been creating miracles one after another, realizing the original planning and layout step by step.
From colored tiles to supporting products to whole-house custom-made porcelain stone products, to fully polished glazing, to full-body marble tiles, to large ceramic slabs... Xiangda Enterprise's product categories, series, and specifications are becoming more and more popular. Complete, can meet consumers' increasingly personalized and enjoyable consumption needs. At this point, Xiangda Enterprise has transformed from an expert in color bricks to a connoisseur in all categories.
From 2011 to 2014, Xiangda Enterprise spent 29 months investing in and building 9 technologically advanced wide-body kilns, creating "Xiangda Speed" and laying a solid foundation for the future development of Xiangda Enterprise. the basis of.
▲Kiln workshop of production base
By 2014, Xiangda Enterprise has become a ceramic enterprise with strong comprehensive production strength. In the field of colored tiles, while maintaining the advantages of colored tiles, it continues to extend its product chain and launches full-body marble tiles, negative ion tiles, etc. Marble tiles and other products.
In 2019, three of the wide-body kilns will be upgraded and transformed into ceramic large plate production lines, currently mainly producing800×1200mm, 800×1600mm, 750×1500mmetc. covering negative ion, gold glaze and other large plate products. Since its launch in April, Xiangda Unbounded slabs have been favored by the market for their moderate specifications, superior cost performance and novel designs. On the day of the visit, 800×1200mm was being produced online, and the visiting group observed the entire production process of large-board products.
▲Visit the large board production line
During the visit, the visiting group observed the packaging process from product raw materials, production to testing and packing boxes, a series of high-standard production environments and equipment in the production base, and the attitude of striving for excellence in every production process. , which has received great praise from corporate marketing system employees and media friends.
▲Production workshop site
2019 is the first year of the third seven-year development of Xiangda Enterprise, and it is also the third year of strategic transformation and brand upgrade of Xiangda Enterprise. Su Shaoheng, chairman of Xiangda Enterprise, made a high-profile statement to "create the most The strategic goal of "cost-effective consumer brand". In order to achieve this strategic goal, Xiangda Enterprise formulated and implemented a series of tactical measures and carried out comprehensive reforms. Facing Bo Yun's strange market trends, Xiangda Enterprise resolutely returned to the fundamentals of corporate development, focusing on product innovation and pursuing excellent product quality.
The creation of product brands is the key to transformation and upgrading. Xiangda Enterprise closely grasps the pulse of market trends, creates independent brand designs, uses independent brand logos, and implements brand product differentiation. At present, Xiangda Enterprise has six brands, and a total of more than 70 independent designs and colors have been officially launched for sale, with good market feedback. In the future, Xiangda Enterprise will continue to increase the categories and quantities of independent designs of each brand, and integrate and optimize the existing product structure based on terminal market demand. Xiangda Enterprise implements independent brand designs and independent base marks, which undoubtedly pushes the brand to a new height.
▲Corporate Chairman Su Shaoheng (second from left) at the production site
▲Kiln firing workshop
▲Large-tonnage press equipment in the production base
Product innovation and service innovation are standard features for outstanding companies and are also the basis for corporate transformation and upgrading. Ceramic companies all hope that the products they launch can become best-sellers loved by consumers. However, how to accurately position products and quickly and effectively occupy consumers’ minds? In this regard, Su Binnian, general manager of Xiangda Enterprise, said that in addition to user-centered innovative products, the more important thing is to return to product quality.
"The control of product quality is a systematic process, which focuses on process control. Starting from the selection of raw material suppliers to the back-end after-sales service, Xiangda Enterprises requires itself to high standards." Su Binnian mentioned in the summary meeting after the visit that good semi-finished products can ensure a high quality rate of finished products!
Su Binnian also emphasized that in the future, factories will need to further improve their service awareness and quality awareness to ensure high-quality output of products. At the same time, he hopes that the sales team can provide timely feedback on dealers’ true evaluation of the product, including color difference, surface defects, flatness, chipping, etc., forcing the factory to improve the formula and upgrade the production process, so as to jointly promote the long-term development of the company.
In fact, Xiangda Enterprise has carried out systematic reforms and upgrades to the production system in the past two years. Especially last year, Xiangda Enterprise made drastic changes in the production system in terms of personnel management, production management, quality management and other aspects. The reform has strengthened product control. From raw material inspection to semi-finished product inspection to finished ceramic tile packaging, intelligent monitoring and follow-up has been implemented in every link. On the premise of safe production and green environmental protection, product quality has been significantly improved. .
▲Production workshop site
The strategic layout is gradually implemented:
The ceramic industry market encountered "Waterloo" in 2019, and terminal demand was not very strong. Xiangda Enterprise took the initiative in adversity and achieved breakthroughs and take-off by reshaping its competitiveness and seizing a larger market share.Forehead. Su Binnian, general manager of the company, pointed out in the summary that in 2019 Xiangda Enterprise will make in-depth adjustments and changes in product quality, brand operation, professional training and other aspects to adapt to the rapidly changing market competition.
Faced with Bo Yun’s strange market trends, Xiangda Enterprise resolutely returned to the fundamentals of corporate development, focusing on product innovation and pursuing excellent product quality. Mr. Su introduced that in 2019, Xiangda Enterprise strictly implemented internal product control standards and strictly controlled the products. Each link was followed by self-inspection and re-inspection of the following processes. Finished products also faced high-frequency random inspections. Moreover, many links adopt machine + manual double inspection to avoid missed or wrong inspections.
It is worth mentioning that for products that can be "uploaded or downgraded", Xiangda Enterprise's testing standards were relatively loose in the past due to cost considerations, but now they must strictly implement internal control standards, and the downgrade will definitely be done. Downgrade processing. In other words, in order to enhance the recognition and confidence of the business team and dealers, Xiangda Enterprise now adheres to the production principle of "regardless of production costs" to ensure product quality, and at the same time also improves the awareness of detailed services.
In terms of brand operation, Xiangda Enterprise adopts a brand independent operation model to enhance the independence of the brand. The six major brands have differentiated positioning, not only with independent designs and colors, but also with exclusive base labels and service teams.
"This year, Xiangda Enterprise has undergone a 180-degree change in brand building. In the past ten days, independent designs of each brand have been finalized and shipped. In the future, in terms of brand operation, Xiangda Enterprise Benchmark big brands, differentiate positioning, change marketing methods, and layout sales channels," Su Binnian emphasized.
In addition, Xiangda Enterprise has strengthened training for relevant personnel in various positions and dealers. On this basis, Xiangda Enterprise has also launched an online business school with the theme of "Win at the Terminal". Xiangda Online Business School has officially started classes on May 10, and the first chapter of "How to retain customers after entering the store" has been listened to by Xiangda Enterprise's business team, dealers, store managers, and shopping guides.
Why was Xiangda Online Business School launched? In this regard, Su Binnian explained that on the one hand, considering that dealers spend more time at the terminal and in their respective markets, it is difficult to find time to attend training at the headquarters. On the other hand, in order to improve the overall quality of the company’s internal personnel, Xiangda Online Business schools emerged. For product introductions, sales techniques, customer "complaints" and other content, use video, voice, PPT, etc.Comprehensive and in-depth training. "The training content is down-to-earth and timely, and can effectively help the sales team and dealers solve practical problems."
▲All employees of the enterprise marketing system took a group photo
From the production end to the sales end, from the headquarters exhibition hall to the terminal market, Xiangda Enterprise has all revealed its determination and confidence in reform. This visit not only allowed the employees of Xiangda Enterprise to deepen their understanding of The understanding of our own company has strengthened our belief in work and determination to develop together with the company. At the same time, it also gave friends from all walks of life the opportunity to visit Xiangda and get to know Xiangda.
22019 is not only a critical year for the transformation and upgrading of Xiangda Enterprises, but also will face more severe competition for the building and ceramics industry, but we have been working hard for fourteen years Xiangda Enterprise has firmly vowed to transform and implement the strategic goal of "creating the most cost-effective consumer brand". Therefore, it needs to unswervingly deepen reform and innovation, accelerate transformation and upgrading, and promote the high-quality development of Xiangda Enterprise.
Contributed by: Xiangda Enterprise
