[Face-to-face interviews with people in the ceramic industry] Issue 6
Interviewed Guest｜Huang Langping, General Manager of Oceano Sales Operation Management Center
Interviewer｜Director of the Editorial Department of China Ceramics Network Zou Sijin
Interview time｜The afternoon of May 6, 2021
Interview location｜Building 1, Oceano, Foshan Creative Industrial Park
Text writing｜Hong Xiaochun
Video shooting｜Hong Xiaochun
As a leading enterprise in the building ceramics industry and one of the few listed companies in the industry, Foshan Oceano Ceramics Co., Ltd. ( Oceano Ceramics (hereinafter referred to as "Oceanno") has taken innovation as its core driving force since its establishment, and has continued to develop and break through. It has been regarded as an industry leader in multiple dimensions such as products, services, and digital marketing. The development benchmark has been recognized both inside and outside the industry.
Recently, China Ceramics Network interviewed Huang Langping, general manager of Oceano Sales and Management Center. The conversation with Huang Langping further confirmed that Oceano's success is no accident. There is a reason why it is highly praised by employees, dealers, consumers and even peers.
1
Comprehensive assistance terminal
Work together with dealers
When talking about the daily work of the sales operation and management center, Huang Langping said, "The combination of knowledge and action seizes the first place" - Oceano's business team is not Instead of just talking on paper, you need to practice a business attitude of "diligence, pragmatism, passion, and understanding" to help dealers clarify sales channels in daily operations and solve problems in systematic management.For difficult and complicated diseases, it quickly occupied the top spot in the local market and achieved the first place in the industry. ”Since Oceano’s sales channels are mainly retail dealers and engineering dealers, Huang Langping and his team spend most of every month working on the front line of the terminal to provide dealers with Operation management provides marketing assistance, including: store standard construction, event organization, channel development and promotion, terminal training, brand output and implementation and other services.
▲Oceanno terminal store appreciation
Only by "doing our best to satisfy customers" can we achieve synergy and integration of manufacturers, and dealers' comprehensive competitiveness in the market will be stronger. Huang Langping added that in order to implement every assistance to the terminal, Oceano has established professional departments and positions to be responsible for various tasks. For example, the direct sales work in each region is connected with the business manager. Brand promotion, personnel training, etc. are supported by the marketing department. The investment promotion, operation and management of smart franchise stores are undertaken by the coordinating department. Home decoration, decoration, fine decoration, engineering, etc. Professional departments are responsible for each channel; in order to assist dealers in project bidding, information reporting, and customer reception, Oceano has also set up a commercial department. In general, after dealers join Oceano, they enjoy not only the endorsement of the brand, but also the benefits brought by the brand services.
▲Oshenno online live broadcast investment promotion
The outbreak of the COVID-19 epidemic in 2020 has had a certain impact on many companies, including terminal merchants. On the one hand, it tests whether an enterprise's internal strength is solid in the face of a survival crisis, in which marketing model innovation is very critical. On the other hand, the worse the environment, the more dealers are forced to recognize the reality, calm down and think about how to operate and develop at the moment and find a brand that is more suitable for them. Only companies that have been at the forefront of marketing models can lead dealers to break out of the epidemic. Such a brand has naturally become the first choice of many dealers. According to Huang Langping, Oceano launched its first online investment promotion in March 2020, and more than 100 companies were signed in a single event. The online investment promotion activities that have been carried out since then have also achieved good results.
2
Merit-based standards
Help employees discover their own value
Huang Langping, who graduated from Jingdezhen Ceramics University, has been in contact with the ceramic industry for 20 years since entering college. During this period, he has been engaged in production, research and development, sales, management and other aspects of work, and the company that has accompanied him through his longest career has been It is Foshan Oceano Ceramics Co., Ltd. where it is currently located.
Therefore, Huang Langping has a profound understanding of Oceano's recruitment, selection and education. He said that when selecting talents, the first thing Oceano looks at is whether the individual's comprehensive quality, development prospects and professional values match the corporate values. The company advocates a corporate culture that is fair, just, open, simple and transparent, and everyone has a platform to express themselves regardless of seniority.
In terms of talent reserve,Oceano recruits fresh graduates from major universities every year For new employees, the company will not assign them positions immediately after they join the company. The employment department will always pay attention to the growth process of new employees, explore their personal strengths, and let them choose a position that is more suitable for them. In terms of talent cultivation, Oceano will conduct targeted skills training for each position, such as supervisor-level and above every month The staff offers "advanced sailing" courses. In order to allow various positions to learn and improve quickly and conveniently, Oceano has customized more than 500 online courses. Both employees at the headquarters and employees at terminal stores can participate in learning and training.
It is precisely because we have always adhered to the standard of meritocracy over the years that Oceano has attracted a large number of outstanding talents. The learning working atmosphere it creates stimulates employees' enthusiasm for innovation; the comprehensive and reasonable promotion mechanism it provides helps each employee find his or her own value. It is reported that Oceano has more than 150 senior technical experts and nearly 600 R&D personnel all year round. It has been rated as a national key high-tech enterprise many times, and has established a world-leading I&I ceramics R&D center and postdoctoral workstation, and a national-level enterprise. Engineering Technology Center.
3
Adhere to the original intention and lead the development of high-end brands
Support omni-channel operations
With the changes in the market, multi-channel development has become the only way for enterprises to achieve growth today, and Oceano's rapid development cannot be separated from the solid cultivation of various channels. Huang Langping said that Oceanno has set the brand development positioning of "leading high-end" since the day it was born, whether it is brand power, display power, product power, channel Power, marketing power, smart marketing power, innovation power or service power can all satisfy omni-channel development. After years of perseverance, Oceano has not only conveyed its high-end brand positioning to consumers, but also has deep experience in many high-end channels, especially in the field of high-end home decoration designer channels. achievements.
In the field of high-end designer channels, Oceano has long organized designers and dealers to go to various parts of the world to carry out various design exchange activities, carry out various creative salon activities across the country, and establish cooperation and cooperation with a large number of designers. exchanges and help the growth of a new generation of designers through the annual selection event of China’s New Design Youth. In the field of home decoration and decoration, Oceano has established in-depth strategic cooperation relationships with well-known national decoration companies such as Yezhifeng, Dongyi Risheng, Life Home, Together Decoration Network, Tubatu, etc., and has established a presence in various cities across the country. Maintain cooperation stickiness. In the field of engineering, Oceano is the preferred supplier brand of the top 500 real estate development companies in China. It has long-term strategic cooperation with leading real estate companies such as Country Garden, Vanke, Evergrande, Wanda, R&F, and Greenland. Its products are for the people of Beijing. More than 5,000 locations including the City Hall, Beijing Sub-Central Municipal Government Building, Beijing Capital Children’s Hospital, Changchun Longjia Airport, Beijing Capital Normal University, Wanda Plaza, Guangfo Metro, Renaissance Kuala Lumpur Hotel in Malaysia, and the Hollywood Addison Hotel in the United States. Selected for benchmark engineering projects in China and even around the world.
In addition, Oceano also adopts the smart store 1+N model, where 1 refers to comprehensive stores in major cities. , N refers to the "smart partnership franchise stores" newly added channels in the main city. This small store model has complete service functions such as material selection, display, and design. Both initial investment and later operating costs are significantly lower than traditional stores. Based on traditional ceramic tile stores, it is empowered with the power of smart technology, effectively expanding the network layout for dealers and capturing the retail market.
4
Eight-dimensional integrated R&D model
Let enterprises maintain innovative vitality
▲Oshennuo production base
The most popular product at the moment is rock slabs. In fact, Oceano began to conduct basic research on slate products as early as 2013. Through the world's advanced I&I ceramics R&D center, postdoctoral scientific research workstation and CNAS-certified ceramics testing center, as well as more than 10 million annual investment in scientific research technology and forward-looking product research and development, Oceano has developed various new antibacterial, heat-generating, light-transmitting and other new products. The product amazed the industry. Huang Langping revealed that Oceano will launch a disruptive slate product on August 18 this year. This is full of expectations.
Regarding the serious homogeneity of products in the current industry, Huang Langping firmly believes that the research and development of any product must be based on market demand. Oceano has always adhered to technological originality and launched an eight-dimensional integrated R&D model. The implementation of this model means that Oceano simultaneously proceeds from eight dimensions: creative design, technology R&D, design R&D, production R&D, accessories R&D, display R&D, promotion R&D, and marketing planning, allowing the company to maintain the vitality of innovation and make each series The products have strong competitiveness as soon as they come out.
As for what kind of products can become classics, or what kind of products can lead the trend, Huang Langping believes that companies should stick to their original aspirations and focus on creating high-quality products for consumers who pursue a better life and satisfy all age groups in the market. decoration needs; adhere to originality, serve as a guide for product iteration and innovation in the industry, and create extremely good products that "speak" and have vitality.
5
31319 Service Standard
Create a happy home for users
If a brand wants to get closer to consumers, the most effective way must be to provide good services. Oceano has made huge investment in this aspect. The smart store model mentioned above is Oceano’s use of smart technology to equipA new brick-buying method tailored for consumers that saves money, worry and effort.
The smart store is equipped with an interactive large screen and a 3D cloud design system, which contains real estate apartment types and millions of space renderings in 95% of major cities in the country, covering 10 mainstream styles and everything from living rooms, kitchens and bathrooms to commercial spaces. etc. in almost all environments. Through Oceano's smart stores, consumers can quickly locate designated real estate communities and obtain complete house type information, eliminating the need for tedious steps such as early door-to-door surveys and drawings. 3D cloud design has convenient functions such as one-click output of construction drawings and elevations, and one-click export of brick details and quotations. Compared with the past, which often took ten days and a half to select materials for decoration, smart stores can complete it in less than half a day at the fastest. Help consumers complete whole-house ceramic tile customization.
Huang Langping also introduced Oceano’s unique 31319 service efficiency standard. As Oceano's commitment to the efficiency of its online and offline services to consumers, the 31319 service efficiency standard provides consumers with a fast-moving consumer goods-like consumption experience, making buying ceramic tiles as convenient as buying clothes, and making high-end ceramic tile/slate customization become a reality. It is convenient and fast to create an exclusive happy home for customers. Huang Langping said that this service standard has been well promoted and applied in Oceano's more than 4,000 terminal stores. Consumers also trust Oceano more and choose Oceano because of the meticulous seven-star service experience.
The market is fair. Every step forward, every accumulation, every persistence, every detail, every innovation and every drop of sweat by Oceano is consolidating its own development path. I believe that many employees, dealers, and even consumers who choose Oceano do so because of their trust, love and respect for this brand, that is, their "hearts" are captured by Oceano.
