There are no eggs under the nest, and it is a foregone conclusion that it will be affected by fluctuations in 2020. Many home furnishing enterprises began to look for self-help, or to survive with broken arms, or to increase revenue and reduce expenditure, or to streamline the army, or to look for lighthouses, or to hold a group to keep warm. Some brands also choose to stand with users and help each other, such as Hengjie Bathroom. Since February 2nd, Hengjie has been the first in the industry to launch "Hengjie Online -24-hour Remote Troubleshooting Service" to solve problems for consumers with the responsibility of corporate citizens.
The epidemic situation tells the truth, and Hengjie's actions are too numerous to mention. What enlightenment does this bring to the bathroom industry? What role does service play in the process of China Sanitary Ware going to a higher dimension competition?
Fight the "epidemic" side by side, starting from the "user's point of view"
The following is a real case:
On February 20, the author stayed at home, but the bathroom smelled from time to time, and I was uneasy to learn about the great power of "fecal transmission" and aerosol transmission. Approaching 1 1 in the middle of the night, I finally tried to contact the "Hengjie Online" service, thinking that there would be no immediate response in the dead of night. Unexpectedly, within 1 minute, the customer service replied and consulted in detail.
After only half an hour, the author received a professional and detailed answer from Hengjie after-sales technical engineer. As it was already late at night, the engineer proposed to call the next day and call the next day as scheduled to solve the problem. Solve the problem of three winters in time, and these service details touched the author.
Like the author, a large number of citizens stay indoors during this "super-long" holiday, and even if there is a problem in the bathroom, they are helpless. However, Hengjie races against time, races against epidemic demons for 24 hours, solves practical problems with professional knowledge and interacts with users, which is a pioneering work in the service field of bathroom industry. For more than a month, the "Hengjie Online" service has effectively solved various problems encountered by a large number of users in the use of bathroom in China, and explained the sincerity and high sense of responsibility of the brand to do a good job in products.
Such a move is also a win-win situation. Facing the rampant epidemic, increasing stickiness is the key to the long-term development of the brand. Recently, Wu Zhixiang, the founder of Tongcheng Group, broke the news about the importance of user stickiness in a live broadcast: "What is more terrible than not having an order is to lose user stickiness, and brands must maintain user stickiness."
The so-called "stickiness" is to impress users with services and let people think of you first when they need it; And service is to solve practical problems with professional knowledge. Although Hengjie's action will generate more cost investment in the short term, it will bring "fans" to the brand in the long run. In this era of fan economy, user stickiness means brand loyalty, and every brand needs super users and fan groups.
Serve with the heart of public welfare, "circle powder" real estate developers
When the crisis comes, everyone is not an island, and overcoming difficulties will inject forward power into the industry. A few days ago, Wang Jianlin announced that all 323 merchants in wanda plaza would be exempted from rent and property fees for one month, amounting to 3-4 billion yuan, which instantly turned the merchants into "passers-by". Coincidentally, on June 29, 65438, Red Star Macalline also launched a "self-help" activity, reducing the rent and management fees of its own shopping malls for one month, involving nearly 600 million yuan; Easyhome also announced on February 25th that it would reduce 1 month's rent and property management fee for merchants in the company's home stores. These actions of sharing weal and woe with partners have become the reasons why Wanda, Red Star and Actually are highly respected, and they are also an important way to reflect the sense of brand responsibility.
"Hengjie Online" service not only really benefits consumers, but also attracts a wave of real estate developers, so that well-known domestic real estate developers can reach an understanding with Hengjie that love and illness are inseparable. It is reported that Poly Club, Gemdale/Gemdale Property, OCT Property, Contemporary Property/First Property, Zhao Zhong Group/Zhao Zhong Property, Zexin Property/Zexin Property and other well-known properties.
Moreover, after the launch of the "Hengjie Hotline" service, it has also received positive response and support from well-known domestic building materials and home stores such as Red Star Macalline, Easyhome, Daming Palace, Guo Bang Meijia, Jinsheng International Home, Xiyingmen, Bohai Home and Hongyang Home.
"Help" the classless and be a brand with temperature.
It is worth noting that the "Hengjie Online" service targets not only users of Hengjie products, but also users of other brands, that is, non-Hengjie customers can also enjoy the same service. The so-called "overall situation" is not an empty slogan of "one world", but a step forward at a critical moment. It is reported that Hengjie's move not only takes into account that Hengjie users need uninterrupted service, but also considers that some small and medium-sized brands may not have a perfect service system. However, the toilet problem is urgent, and a small measure in a special period can warm people's hearts. This is also the responsibility of a brand with temperature in a special period.
In fact, if we look at the brand vision from a higher dimension, we can understand the original intention of Hengjie's move. When social benefits conflict with economic benefits, leaders pay more attention to social benefits and industry mission. At an extraordinary moment, Hengjie helps consumers solve problems with the heart of public welfare, and makes the brand's "personality" leap from paper-quality, professionalism and temperature. In the accumulated "dialogue from a distance", this makes Hengjie and consumers become "friends of time".
The home furnishing industry ushered in a reshuffle period.
Service is the core of future competitive differentiation.
Behind the "Hengjie Online" service is a strong service system support.
At the "China Sanitary Ware Quality Conference" held in June, 20 19, Ruan, senior vice president of marketing of Hengjie Group, shared that service quality is the core of the brand, and Hengjie should adhere to "soft quality".
In the terminal market research of "Ask Niu Shang" in the first issue of 20 16, the research group observed that the shopping guides of several Hengjie bathroom exhibition halls in South China and North China were full of energy, dressed appropriately, answered questions and served enthusiastically, which reflected the professional level of brand service. At the same time, it is learned that Hengjie's "red carpet service" has been carried out for many years, and the user experience of consumers has been improved by actively providing free cleaning and maintenance services to customers.
In 20 16, when the tide of smart toilets came, the rolling heat wave was mixed with consumers' yearning and questioning about domestic products. Hengjie took the lead in proposing the six-year warranty of all-in-one machine, which boosted consumers' confidence in buying and established confidence for domestic smart toilets-we are confident to make high-quality and durable smart bathrooms! This has also become a cultural confidence rooted in the brand.
This "Hengjie Online" service is also a "military parade" of Hengjie's ready-made empowerment service system. It is reported that for more than a year, Hengjie has been upgrading its service system, sorting out and standardizing the front-end to back-end systems, and building services in a professional, standardized and systematic way to better improve service quality and user experience.
In the future, with the improvement of the overall quality of the industry, service quality will become the core of brand differentiation competition. Whoever can set up service barriers will find a way out in the increasingly homogeneous competition.
This is a war without smoke, which has accelerated the industry iteration. After this "epidemic", the reshuffle period of the home furnishing industry will come early, and dancing with uncertainty has become the norm in all walks of life. In this regard, Xie, chairman of Hengjie Group, believes: "The difficulty is temporary, and it is an eternal topic to make changes in response to environmental changes and win development." "Hengjie Online" service reflects Hengjie's intention to consumers and keeps pace with the times. Looking back on the road of brand development of Hengjie Sanitary Ware, the reason why we have repeatedly made breakthroughs lies in purity and persistence, in persistence in hard quality of products and soft quality of service, and in continuous deepening and upgrading. In the future, it is expected that there will be more bathroom brands with deep insight into users' needs in the industry. * * * will promote the improvement of service quality and shoulder the mission of paying for China bathroom.