The sudden outbreak of the epidemic not only disrupted the normal rhythm of enterprises, but also changed people's original living habits. Every enterprise is working hard to cope with the new challenges arising from the epidemic.
Xiaomi, which was unable to hold a new product launch conference offline, launched a 72-hour live broadcast online; Haval, Geely and other major automobile brands gathered together to embark on the road of "cloud car sales"; Evergrande took the lead in launching Through online capital verification, online house selection, and online transactions, in just three days, the subscription volume reached 47,500 units...
The same is true for the home furnishing industry. From the beginning of the year to now, many home furnishing companies are rapidly adjusting their business strategies in the face of market changes. For example, joint dealers focus on online marketing to maintain communication between brands and consumers. And further converted into sales; upgraded services to meet the product use needs of consumers in special periods, etc.
A live broadcast with over 50 million impressions
On March 18, relying on the Tmall live broadcast platform, Hengjie Sanitary Ware and dealers across the country launched a new retail live broadcast. More than 3,000 offline stores across the country participated simultaneously. Hong Weijun, senior vice president of sales of Hengjie Group, personally attended the live broadcast To provide benefits to consumers, the well-known KOL "King" teamed up with the popular host Liu Kairui to introduce shopping strategies to consumers.
The entire live broadcast lasted for 12 hours, and multiple special sessions were set up for consumers in different regions, including Shanghai special session, Tianjin special session, Chongqing special session and Chengdu special session, etc. The live broadcast had more than 1.2 million viewers, more than 50 million exposures, and a transaction amount of more than 20 million. On March 18, the official flagship store of Hengjie Sanitary Ware ranked first in the home decoration main material industry. The top 11 products in the home decoration main material product list are all products from Hengjie stores, and 17 products in the top 20 are all Hengjie products, especially the health products represented by the "Hengjing Sterilization" intelligent all-in-one machine, have been widely praised by consumers.
There is no large-scale publicity, nor subsidies that easily exceed 100 million yuan, but Hengjie, which is pragmatic and does not like to be public, can always impress and convince people with the best products and beautiful data.
In fact, since February, in response to the "stay at home" environment under the epidemic situation, Hengjie has immediately cooperated with dealers across the country to carry out multiple "provincial-level linkage" live broadcasts by region and time. There are nearly 20 retail live broadcasts including Shanxi provincial linkage, Jiangxi provincial linkage, Beijing-Tianjin-Hebei linkage, Guangdong-Hubei linkage and Northeast Heilongjiang-Jilin-Liaoning linkage.
It is worth noting that whether it is the new retail live broadcast on 3.18 or the provincial linkage live broadcast starting in February, Hengjie not only recommends high-quality products to consumers, but also uses online interactions, smart experiences, etc. Innovate live communication methods to provide consumers with professional and interesting explanations, so that they can better understand the precautions for purchasing and using bathroom products, and have a deeper understanding of bathroom life.
The best sales are often like this - caring about the lives of consumers and moisturizing things to infect users silently.
A series of online public courses on design
Offline sales have been blocked, and brands from all walks of life have moved online. However, regardless of the home appliance industry or the home furnishing industry, most brands’ online activities are mainly focused on “bringing goods”, but Hengjie has launched an exciting Quite an unexpected move.
Since March, Hengjie and NetEase Home have jointly launched the 2020 "Quality Beauty China" design open class online tour. The first phase has been officially launched on March 9. The first classroom show was conducted by "Celebrity Designer" Teacher Meng Ye, who analyzed in detail the latest cases that have not yet been announced to the national live broadcast fans, and explained the knowledge of design and product selection in the house decoration process. The number of hits exceeded 500,000 times that day. .
Spending a long time at home, consumersIn addition to paying special attention to healthy bathroom products, I have also begun to re-examine my living environment and eagerly want to improve it. For example, the original home design did not have an entrance, making it difficult to disinfect after going out; the original space had an unreasonable layout and ventilation became a problem... An organization conducted a survey on home environment satisfaction during the epidemic: 80% of people are dissatisfied with their current home environment, and 56% want to change it immediately - this online open class on design comes at just the right time.
In the second "Beautiful China" design open class on March 24, Hengjie & NetEase invited the world's famous designer Huang Zhida to share design thinking after the epidemic and classic cases of refined living space. Not only click The volume has reached a new high, and it has facilitated interaction and communication in design WeChat groups in dozens of cities. Designers and design channels are the focus of many brands, but for most brands, they are hard to come by. Why is Hengjie so popular among designers?
This is not unrelated to Hengjie’s early in-depth cultivation. From 2017 to 2019, Hengjie has joined hands with Dragon TV's "Dream Remodeler" for three consecutive years, inviting many well-known designers at home and abroad to use products and designs to create a beautiful home life for more than 30 families across the country; from April 2019 to In November, Hengjie held a number of "National Fashion Style Lifestyle Designer Salons" across 12 cities across the country. 40 celebrities and aesthetic experts shared topics, and hundreds of front-line mainstream designers participated. Both inside and outside the industry and design There was a storm of exchange of ideas in the division circle.
Just as opportunities always come to those who are prepared, Hengjie’s popularity among designers does not happen overnight, but comes from long-term accumulation and precipitation.
A heart-warming gesture of service
In the era of consumption upgrading, in order to gain the trust of consumers, it is also necessary to provide consumers with a superior experience in terms of services. During the epidemic, traffic in many areas across the country was blocked, communities were closed, and people were quarantined at home. What should I do if I encounter problems using sanitary products during this period? Hengjie made another heart-warming move.
On February 2, 2020, Hengjie launched the "Hengjie Online-Bathroom 24-hour remote troubleshooting service" for all households across the country, providing all-day free after-sales consultation and remote "trouble troubleshooting" for bathroom products not limited to the Hengjie brand. Serve. This initiative has received positive response and support from many property companies affiliated with well-known real estate companies across the country, such as Poly, Gemdale, Modern Land, and OCT, as well as well-known stores such as Red Star Macalline and Easyhome.
After the launch of the event, Hengjie has solved problems for many household users across the country, such as too little water from faucets, abnormal use of showerheads, and suspected leaks in toilets. They may seem like minor problems, but they are common problems in life and of concern to consumers - and Hengjie can always respond in a timely manner. "24-hour remote troubleshooting service for bathrooms", this simple promise is behind Hengjie's more than 10,000 professional service engineers and customer service personnel, who are always online 24 hours a day and night.
Service has always been a difficulty and pain point in the home furnishing industry. Launching "24-hour remote troubleshooting service for bathrooms" during the epidemic requires not only courage, but also strength support. In terms of services, Hengjie has always been a pioneer in quality assurance - establishing a complete "1350 service system", taking the lead in launching a 6-year warranty service for smart toilets nationwide, providing door-to-door free maintenance services to users on a regular basis in various places, and providing free maintenance services during the Spring Festival. Closing service... Various innovative service measures have not only established a good reputation for Hengjie, but also brought the service quality of the industry to a new level.
The heart-warming service not only helps users in need in a timely manner, but also allows Hengjie's service system and service quality to withstand the test of special times.
A relay of caring for society and fulfilling responsibilities
In the sudden outbreak of the epidemic, hospitals have become the forefront. Especially around the Spring Festival, hospitals are in short supply of supplies, which affects the hearts of people across the country. At this critical moment,Hengjie took the lead in standing up to support Wuhan Huoshenshan Hospital and Shaanxi, Guangxi, Chongqing, Ningxia, Xuzhou, Ankang, Xuzhou, Tianjin"Xiaotangshan" hospitals are being constructed in Tianjin and other places.
Despite the sudden outbreak of the epidemic and the special node during the Spring Festival, it is very difficult to gather manpower, material resources, including logistics and other conditions in a short period of time, but Hengjie’s actions are firm and conscious, striving to be the " "Rebel", from the donation of bathroom supplies to the installation and commissioning of bathroom facilities, he is not afraid of risks, does not care about salary, and does not negotiate conditions, and is highly recognized by the hospital project team and all walks of life.
Use actions to fulfill social responsibilities and care for society. Hengjie not only does this during the epidemic, but also reflects this in its past development process - in order to achieve zero discharge of electroplating wastewater, Hengjie has invested heavily in research and development regardless of costs. "Wastewater separation, classification treatment, wastewater reuse, resource recovery" technology has become an enterprise in the domestic sanitary ware industry that is comparable to international brands in the field of electroplating environmental protection. When 6 liters of water was still the standard for water-saving toilets, Hengjie took the lead in developing the 3.5L super cyclone toilet, and passed on the water-saving concept to consumers through the national "Water Saving China Tour"; As the demand for health and bathroom products becomes increasingly strong, Hengjie launches a variety of smart products represented by "Smart Double Q"...
A successful company is not a machine that pursues profit maximization. Caring for customers, caring for society, and having the courage to assume social responsibilities are its indispensable values. This is also the source of sustainable and healthy development of the company. Hengjie is such a company that uses different actions to give back to the society at different times. This is also the reason why Hengjie has frequently received praise for its series of low-key actions during the epidemic.
In recent years, the home furnishing industry has been full of variables due to the changing market, and the new challenges brought by the epidemic have accelerated the iteration of the entire industry. Hengjie is "lucky" because in the face of the crisis, Hengjie has provided solid products and services, and through various tangible actions, it has established a "brand moat" in the hearts of consumers. A series of measures,As Hengjie Chairman Xie Weifan said in a recent interview with the media“Enterprises must put users first and provide good products and services. Only in this way can the value of the enterprise be reflected no matter what the circumstances. ”
It is precisely based on this pragmatic attitude that Hengjie can continue to adapt to the environment, embrace changes, continue to use products and services to improve consumers' quality of life, and develop steadily.
(This article is provided by the enterprise)
