Character introduction: "Only Chu has talents, and this is the most prosperous place." Since ancient times, talents from Hunan and Hunan have emerged hand in hand, shining like a galaxy. Liu Shenghong is one of the talented people in Huxiang. The Holy Land of Huxiang has nurtured a group of outstanding talents.
Liu Shenghong, male, Han nationality, was born in Yueyang, Hunan in 1965. He graduated from South China University of Technology with a major in business administration. He is currently the chairman of the Guangdong Romantic Ceramics Co., Ltd. and concurrently serves as the vice president and party committee member of the Guangdong Building Decoration Materials Association. Secretary, one of the outstanding representatives of private entrepreneurs in Foshan.
He was one of the first batch of university graduates in the 1980s. He graduated from the Department of Business Administration of Guangdong South China University of Technology in 1988. After graduating from university, he worked in key positions at Foshan Fotao Group, a leading state-owned enterprise. After more than ten years of accumulation, in 2000 He founded Guangdong Romantic Ceramics Co., Ltd. with like-minded people in 2001. He has a unique vision and keen market insight. Under his leadership, as a local Romantic enterprise in Guangdong, it now owns two major ceramic tile brands. It ranks among the top 100 industrial enterprises in the country and the leading brand of specialty tiles in China's architectural ceramics manufacturing industry. The two major brands have the title of "Leading Enterprise of Special Tiles" and "King of White Bricks".
He leads his team to always adhere to the social values of "patriotism, dedication, integrity, and friendliness". While running a good business, he does not forget to give back to the society and actively participates in charity and education. Using the company's reputation to fund educational undertakings - all bricks used in the comprehensive building of the School of Management of South China University of Technology were established, and the "Roman Love Fund" was established to spread social integrity.
He is also an expert in ceramic equipment technology, product research and development technology, an outstanding entrepreneur representative of Foshan private enterprises, and an outstanding student of South China University of Technology. He has created "firsts" in many industries: he and his companions started from scratch to create a Chinese ceramic tile brand. The first "Romantic Ceramics" brand; the independently designed "Bailin Wizard" product won the industry's only "Favorite Award" winning product; the "King of White Bricks" corporate title has always maintained the first place in the industry...< /p>
There is a small-scale enterprise in Shiwan, Foshan, the famous hometown of ceramics. In recent years, it has become a hot topic in the ceramics industry, with an annual growth rate of 50-60%. Even this year, the epidemic has affected all walks of life. Despite the situation, sales from January to October this year still increased by 30% year-on-year, which is not a miracle in the industry!
The company was founded in 2000. Over the past 20 years, the company has adhered to the core concept of making high-quality products and distinctive features. The company's products have included marble tiles, white bricks, modern antique tiles, modern wood grain tiles, three-dimensional art mold tiles, large slabs, and special features. Porcelain wall and floor tile series, engineering product series, etc., with rich products, complete categories, complete supporting facilities, unique colors and diverse specifications, have become an iconic brand that pursues individuality and leads fashion. This is Roman Enterprise.
1. Do your own thing well
Reporter: 2020 is destined to be an extraordinary year. In the face of the black swan incident, the ceramic industry has shown unexpected resilience. I personally think that the ceramic industry has performed even better this year than last year. I would like to ask, Mr. Liu, what is the operating status of our Luoman Enterprise this year?
Liu Shenghong: Looking back now, I overestimated the impact of the epidemic at the beginning, which also caused the supply of products to exceed demand later. On March 15, our Luoman Enterprise started operations across the board. During the epidemic, we adopted an online marketing approach, mobilizing dealers to actively market, and conducted online blasting through WeChat, live broadcast and other channels. By encouraging dealers to change their thinking patterns, we promoted dealers’ The overall improvement of comprehensive quality.
Tiles are different from fast-moving goods. Online traffic is only an auxiliary sales method, and specialty stores are still a very important sales channel. Although there are not many customers in the terminal store, our store transaction rate is relatively high, which is due to our advantages in store display, product color, quality, price positioning and terminal service capabilities. If a consumer fails to make a transaction when they visit the store, we will help the dealer analyze the reason, find the crux, and help them solve the problem.
Therefore, despite the impact of the epidemic, our dealers are still confident. From January to October this year, the sales of Roman Enterprise’s retail channels increased by 40% year-on-year. Although exports declined, the overall sales remained An increase of about 30%!
Reporter’s insights: “There is no best, only better” is the corporate belief inherited by Luoman Enterprises for more than 20 years, and it is also a widely known corporate label. In recent years, Luoman Enterprises has insisted on planning brand building with a global perspective. Especially during this year's epidemic, online and offline integration, strengthening the construction of open platforms such as online training, have achieved continuous promotion of the brand and stable and sustained growth of sales, and brand awareness has been deeply rooted in the hearts of the people. , the brand value continues to increase.
2. Gold cups and silver cups are not as good as customers’ good reputation
Reporter: In recent years, Luoman Enterprises has performed very well in the industry. Although many people feel that the market environment is not good, we have been able to make great progress and our brand strength and brand influence have continued to increase! Mr. Liu, what do you think are the main advantages of Luoman Enterprises? Why?
Liu Shenghong: I think the advantages of Luoman Enterprises can be reflected in the following aspects: good image display, good design quality, good price positioning, and good service quality.
In August this year, I visited several cities and found that both brands under Roman Enterprise were doing well in the local area. Luoman Enterprises has always attached great importance to the image of terminal stores. The terminal image is the most direct medium for the brand to reach the market and consumers. It creates a terminal image that is consistent with the brand concept, condenses it into brand influence, and has also become a brand in various regions across the country. A powerful weapon for dealers to break through!
In terms of products, we advocate a "conscientious inventory policy". Roman Enterprise never presses inventory and only guides product sales. Innovative research and development of products fully considers the interests of dealers. Therefore, if manufacturers and dealers are in sync, the implementation of products and policies will be very smooth.
I often say that enterprises must stand their ground and do something and not do something! Roman Enterprises focuses on whether dealers can make money and will never reduce product quality in pursuit of sales. Dealers look for brands not to save money, but for product quality. If they only attract others with cheap prices, they will be the ones who suffer in the end. A price war will harm others and yourself. What we at Luoman Enterprises have to do is to provide good service and quality so that consumers can use it well. Gold cups and silver cups are not as good as customers!
Reporter’s Thoughts: Gold cups and silver cups are not as good as the public’s reputation. Being close to the people has been the persistence and perseverance of sages since ancient times. Only by doing things that are close to the people can your career be more durable and prosperous. Luoman Enterprise adheres to the belief of "there is no best, only better" and builds a sentimental brand.
3. Make common people’s favorite ceramic tile products
Reporter: At present, what is the product positioning of Luoman Enterprises? What is the main product? What do you think should be paid attention to in product development and design?
Liu Shenghong: The product positioning of Luoman Enterprise is to be the most popular ceramic tile product for the common people. At present, the main products of Luoman Enterprise include marble tiles, mold tiles, wood grain tiles, etc. Marble tiles have high texture fidelity, are easy to care for and are cost-effective; wood grain tiles have zero formaldehydeThe product restores the texture effect of natural wood; the mold brick is a representative of personalized products and a unique craft product.
I often say that companies must focus on product innovation. If the R&D team just blindly imitates others, innovation capabilities will be reduced. Product innovation and research and development focus on what consumers need and start from the needs of consumers. In addition, professionals must do professional things! Product development and design must be designed by professional designers, not just because the boss thinks it is good.
Reporter’s insights: Professionals do professional things! Make people’s favorite ceramic tile products!
4. Come from practice, go to practice
Reporter: We have found that Luoman Enterprises has received frequent good news in terminals recently. I think the terminal service team must be indispensable behind the scenes, as well as the brand’s terminal assistance policy. effective implementation. I would like to ask Director Liu, what measures does Luoman Enterprises take in terms of terminal assistance?
Liu Shenghong: Helping dealers is not about giving blood, but about analyzing the successful experiences of dealers in various places, looking for successful cases, and setting up excellent dealer models. Things that have been proven in practice are truly good things! Terminal assistance must be down-to-earth and come from practice to practice! The corporate marketing department mainly plays the role of "threading the needle". Facts have proven that this model is low-cost, down-to-earth and effective!
When three of us are together, I must be my teacher! Currently, Luoman Enterprise’s dealers and business teams are full of positive energy. Everyone keeps up with each other and offers advice to each other.
In addition, we cooperate with local professional paving and tiling construction teams to help dealers do the last mile of ceramic tile sales.
Reporter’s insights: Terminal assistance must be down-to-earth and come from practice to practice! Next, a new terminal image carrying important brand operation symbols and brand dreams will usher in a leap forward. Winning at the terminal is imperative for Roman Enterprises!
5. There are some things to do and some things not to do in channel construction
Reporter: May I ask Mr. Liu?, in addition to retail channels, what strategic layout does Roman Enterprise have in expanding channels such as fine decoration housing, public decoration, and engineering?
Liu Shenghong: Luoman Enterprise also does something but does not do in terms of engineering channel construction! We cooperate more with powerful regional real estate companies. We will not make low-grade products, and we will not sacrifice product quality in pursuit of sales.
Facts have proved that high-end products will always be at the top. Ceramic tiles are decorations first, and then materials. Only by focusing on design and color innovation, quality and quality will the brand value gradually increase. Competition among ceramic companies will eventually return to aspects such as design, color and texture, quality, price positioning and service. Don't sell goods for the sake of selling goods. Chinese manufacturing must develop towards high-end, and ceramic companies must also make high-end products to form brand value.
Reporter’s insights: There are things to do and things not to do! Only by making high-end products will brand value be formed!
6. Altruistic thinking to satisfy customers
Reporter: In the face of a more complex market environment in the future, what are the future development directions and goals of Roman Enterprises?
Liu Shenghong: We consider consumers and provide practical and beautiful products. This is "altruistic thinking". What problems can we solve for customers and satisfy them? This is also the future development direction and goal of Roman Enterprises.
In fact, it is very good for a person to do one thing well in his whole life, and it is the same with running a business! Don’t forget your original intention, stick to the bottom line, don’t blindly follow the trend, do something and don’t do something.
There is a saying that goes like this: "Being an enterprise is like being a human being." From the perspective of long-term interests, enterprises can only develop healthily and sustainably by following the laws of market competition, adhering to the bottom line of morality and law, and conducting sunshine marketing.
Reporter’s insights: Don’t forget your original intention, stick to the bottom line, don’t blindly follow the trend, do something and don’t do something.
