In 2020, various uncertain factors such as changes in the international environment, domestic economic shocks, and the outbreak of the "COVID-19" epidemic have caused all domestic demand markets to face unprecedented challenges and stress tests.
Changes in the environment, changes in the industry, and changes in enterprises, every change breeds new potential; external challenges, one's own pressure, and every difficulty give birth to the power to break the situation.
On March 10, Utilizing the Trend and Advancing - Owen Lai's 2021 Brand Development Strategy Summit was grandly held at the Poly InterContinental Hotel in Foshan. Focusing on the theme of "Taking Advantage of the Trend and Advancing", the summit reviewed the brand development in 2020, combined with the new situation and new developments in the industry, clarified the strategic planning and practical strategies for brand development in 2021, and launched the "2021-2025 Five-Year Development of Owen Lai" An advanced journey into Strategic Planning.
Strategic Advances
The glory of the past has become a record, and the future explosion depends on our progress!
How to achieve comprehensive speed-up? How to layout and penetrate new areas? How to break your ego ceiling?
We will always face the challenge of market uncertainty. No matter how the times change, we are only truly powerful if we are strong. When marketing, competition, and the market are rising in dimension, we will inevitably need stronger individual energy and organizational capabilities. We need to break cognitive boundaries again and again and carry out all-round brand advancement.
"Using the Trend and Advancing—Owen Lai's 2021 Brand Development Strategic Plan"
Wang Jiawu, Executive President of Ouwen Lai
Now, we are in the VUCA era: work hard to move forward and look for opportunities for success; if you hesitate and retreat, you will be eliminated! The only way out is to keep improving!
In the past five years, Owen Lai has completed the strategic transformation from export champion to modern brick champion + export champion. Facing the new normal, Owen Lai will focus on product research and development, branding, marketing, production and manufacturing, service upgrading, core capabilities, We will focus on all aspects of operation management and organizational development to launch the "2021-2025 Owen Lai Five-Year Development Plan".The advanced journey of "Development Strategic Planning" is divided into three fronts to achieve strategic goals.
As the starting year of the five-year development strategic plan, in 2021, Ouwen Lai plans to complete key tasks such as products, brands, channels, and policy support. After clarifying the direction and mastering the method, Owen Lai will also move up to a higher level and achieve a better version of himself. There will be detailed analysis in subsequent reports, but we will not list them for now.
"Owen Lai's 2021 Brand Development Strategy"
Liang Xueqing, general manager of Ouwen Lai Brand Marketing Center
Brand building is an ongoing systematic project. Only by polishing every touch point can it shine.
In 2021, Ouwen Lai will start from five aspects: building brand potential, marketing strategy research and implementation drive, continuing to build product system potential, upgrading channel operation capabilities, and empowering terminal performance growth. The brand goal of "rich profits and good reputation among users" is moving forward.
Among them, the information revealed at the meeting, such as: comprehensive upgrade of Owen Lai visual identity system VI, 2021 version of Owen Lai brand store display standard iteration, strategic cooperation with Red Star Macalline, establishment of franchisee profit strategy Research centers, etc., deserve continued attention.
"Owen Lai's 2021 Marketing Development Plan"
Liu Ying, general manager of Ouwen Lai Franchise Center
In 2020, major marketing events such as the release of the "Tile Touch Laboratory" project, strategic cooperation with Red Star Macalline, and the second Owen Lai Touch Festival have provided support and positivity for Owen Lai terminals in the post-epidemic period. Impact, the overall marketing data maintained stable positive growth.
In 2021, the Owen Lai franchisee section will be implemented with seven major implementation measures and seven major refined management.
"Growth" is the top priority for both brand headquarters and terminals. After five years of rapid development in the field of modern bricks, Owen Lai nextHow can we continue to take off in the next five years? Dr. Tang Hao, a well-known marketing expert, was specially invited to the summit to give a detailed explanation on the growth strategy of Owinglai.
"Deep roots and lush leaves, growth is king"
Tang Hao, Ouwen Lai marketing consultant and marketing management expert
What is the root of growth? How to grow? What to do in the next five years? The duel between masters does not depend on one move or another, but on the depth of their skills.
Without investigation, there is no right to speak. The Owen Lai market research and analysis team conducted on-site visits to research terminal stores and conducted SWOT (strengths, weaknesses, opportunities, threats) analysis.
In view of the current main problems, 10 major growth strategies have been put forward to franchisees focusing on the upgrade of store static sales force, shopping guide transaction rate, etc.
2021 is a new starting point for Owen Lai in the next five years. Franchisees participating in the meeting said that the release of the 2021 strategic plan and strategies pointed out the direction for the next development, and that each sales rhythm and goal can be achieved in a more step-by-step, strategic, and systematic manner. They are full of confidence in the achievement of the overall goals in 2021. confidence.
Innovation Advanced
Focusing on deep cultivation means becoming specialized, and improving quality and efficiency means becoming refined.
As the first innovative brand in the domestic ceramic tile industry to deeply explore the tactile dimension of products, in September last year, Owen Lai teamed up with the Design Committee of the China Building Decoration Association and the domestic tactile research expert group "Tu Yangjun Academic Team" to establish China's first "Tile Touch Lab". Break through the boundaries of traditional products and promote the transformation of academic research results into ceramic tile products.
At the meeting, Owen Lai’s 2021 iteration symbol product-"Touch 5 Series" series made a shocking debut!
2021 Symbol New Product Release
Liang Xueqing, general manager of Ouwen Lai Brand Marketing Center
An excellent product must be unique and forward-looking. Behind every small innovation is the exhaustive mental exploration of the product team. In the end, thousands of users will praise it as a classic. Owen Lai’s temperament, which has been formed over many years, has become a modernDesign essentials.
When a product becomes a belief, that is what a brand looks like. People who love life will have a hundred reasons to fall in love with Owen Lai, and love the surging power of life, such as Owen Lai's "Touch 5 Series"!
Good-looking skins are all the same, but interesting souls are unique. Owen Gray creatively personifies the product. If "Owen Gray" is a Libra with balanced beauty, "Gray Impression" is an Aquarius with innovative personality, "Quantum Gray" is a Taurus with a stable home, and "Advanced Gray 4.0" is a romantic fantasy. If you are a Pisces, then the "Touch 5 Series" must be a Sagittarius among the fire signs - full of enthusiasm and sunshine for life, pursuing freedom and freedom, and having abundant power!
The "Touch 5 Series" series starts from the three dimensions of texture, touch and light, forming a product character of "hard on the outside and soft on the inside" with powerful design, extremely gentle touch, and full of color, touching the senses and touching emotions. , touching the soul.
Design gives life to space and beauty to the future. Owen Lai presents good ceramic tiles, imagining the future house as an organic living space like a human being, rather than a cold space, injecting soul into the space and integrating beauty into life.
Over the years, Owen Lai has continued to promote the internationalization process of national brands through its own innovation capabilities, and has been paid attention to by CCTV's "Rising China" column.
"The Rise of China" video released
The famous CCTV host Shui Junyi talks to Owen Lai’s executive president Wang Jiawu at the recording site Group photo
Owen Lai, as one of the national ceramic tile brands in China, has been continuouslyContinue to integrate with the world market, insist on product innovation, insist on honest management, insist on transforming from Made in China to Created in China, insist on transforming from Chinese products to Chinese brands, and continue to strive to build Chinese national brands. For this reason, the "Rising China" column team specially invited Shui Junyi, a well-known CCTV host, to have a conversation with Wang Jiawu, CEO of Owen Lai.
Through the video "Rise of China", you can understand the original intention of creating the Overlay brand and the story behind the unique touch of Overlay products.
Accumulation and precipitation
Advancement is the accurate judgment of seizing the trend, and it is the long-term elimination of the bad and the best.
The summit invited two outstanding franchisees from Shijiazhuang and Chengdu to talk about the stories behind their operations and share their experience in breaking through.
"Refined Channel Operation Practical Sharing"
Shijiazhuang Owen Lai Zhang Yuxuan
Mr. Zhang started by reviewing the terminal’s 2020 and said: “If the epidemic is a black swan event, our black swans will be flying all over the sky!” However, there are always more solutions than difficulties! "Increasing revenue" and "reducing expenditure" are the focus of work in 2020.
Mr. Zhang shared: “There are two ways to improve performance: increasing the number of orders signed and increasing the average order value.” Among them, increasing the number of orders signed can start from channels, natural customer flow, and cross-industry alliances; increasing the average order value You need to consider how to create unique single values and preferential policies.
"Reducing expenditure does not mean saving money, but scientific business management, rational use of resources, and optimization of costs." The weekly report of the channel department and the weekly report of the store are simple but useful management details.
"Chengdu Owen Lai Operation Practice"
Chengdu Owen Lai Huang Chao
Mr. Huang shared the operational experience and results of Chengdu Ouwen Lai's daily work, incentive policies, goal management, team building, service systems, marketing policies, and channel segmentation in multiple sectors.
He believes that the key tasks in the future are to optimize service processes, improve service quality, and establish service quality that exceeds customer expectations; normalize operations for old customers, strengthen deep links with customers, and continuously acquire new customers through old customers. .
Because, the future will definitely be "marketing by all employees, winning by service!"
The terminal competition in the industry is still full of crises. During the outbreak of the new crown epidemic, not only people have new requirements and ideas for living space, terminals are also affected by the epidemic and have experienced varying degrees of impact. There are good ways to achieve quality and sustainable development. After brainstorming Refined through hard work.
Franchise highlights sharing video
Gathering momentum to empower, create change and expand the situation, all achievements are inseparable from the joint efforts of all Ouwen Lai people.
Owen Lai Chairman Liang Weihong led the senior management team in a toast ceremony
"Owen Lai Night" annual awards ceremony honors the advanced
After the summit agenda came to a successful conclusion, the "Owen Lai Night" annual awards ceremony and appreciation dinner was held grandly. As the first dinner party to kick off the charge in 2021, everyone was high-spirited and full of energy!
As an ever-expanding order, brand development should be a continuous, future-oriented process of capacity building and mechanism building.
Facing the future, Owen Lai has the courage to face "dangers" and the confidence to turn around "opportunities"! I am willing to discover the power of Chinese ceramic tiles to move forward with you, advance simultaneously, and reach the vastness in your heart!
Owen Lai Supervisor Chen Hui presented awards to the lucky winners< /span>
