mccainl is a "light luxury" design brand under McKellong (Beijing) Home Products***, which emerged in 2009. Its products cover nine series, including cloakroom storage, lighting system, kitchen hardware, intelligent change space, basic hardware, bathroom hardware, door lock handles, furniture accessories and imported hardware.
Adhering to the brand concept of "Home Furnishing, Aesthetics and Quality Life", McCainl has always been committed to creating home furnishing products that "integrate function and aesthetics", and through the deep integration of the whole category of home decoration industry chain, it provides "one-stop home furnishing solutions" and high-end home furnishing services for custom home furnishing companies, whole wood custom cabinet factories and decoration companies.
In this issue, we talk to Zhang Jun, chairman of McKellong (Beijing) Household Products, to understand how enterprises can actively respond to the current "involution" of the industry, showing strong vitality and resilience.
q1
Entering 2023, in the post-epidemic era, post-real estate era, competition escalation and other market environments, how do you think enterprises can break through the difficulties and win in 2024?
Zhang Jun:Strengthen internal optimization, such as cultivating excellent employees, broadening sales channels, and recruiting dealers or city partners across the country to cultivate a group of new partners in the post-epidemic era. In addition, in-depth research on how to allow investors to minimize risks, minimize investment, and maximize benefitsAt the same time, we continue to enrich product categories and introduce several major international imported brands (Italian Salic, Austria Blum, German Hettich, Austrian Grasse, etc.) as drainage products to help customers solve different needs, reduce costs and improve efficiency. In short, on the premise of ensuring product quality, high-quality service has become our core competitiveness.
Duration: 01:15
q2
What are McCarron's layouts and strategies for the challenge of "dilemma"?For example, product planning, channel construction, marketing model, cross-border cooperation, etc.
Zhang Jun:Strengthen brand promotion, enhance brand influence, expand influence through a variety of communication platforms such as short ** and exhibitions, and create favorable conditions for our partners as much as possible.
The core brand "McEllon" series products adhere to continue to walk differentiated, maintain the principle of not pursuing fashion, but to lead the trend, continue to empower the whole house custom factory, while meeting the different needs of customers, we are about to launch two kitchen storage products, which can be widely used in cabinet cabinets, sideboards, snack cabinets, etc., which is also McEllon's original design, retaining the original storage function of the past high cabinet linkage blue, in the product function, storage capacity, user Xi, The appearance of the product has been fully considered and upgraded, and it is a product worth looking forward to.
While paying attention to products, McCainl also attaches great importance to the user's experience, insisting on "thinking about what customers think and solving customers' difficulties". In 2022, we have completed the layout of all categories of products, including basic accessories, storage hardware, smart products, etc., from a small screw to a large international top brand, and even factory tool consumables. This not only solves the needs of more than 95% of the customized factory, but also has more advantages in terms of quality, helps customers save a lot of procurement costs, and can also achieve unified quality control, so that customers can truly save worry, trouble and cost.
The channel construction is mainly carried out around the following three pointsOnline sales channels, offline industrial customer development and maintenance, offline regional dealer recruitment and incubation".A few hands must be grasped, and a few hands must be hard";
1. Strengthen the construction of the internal service team, develop new traffic outside the existing platform, and ensure that the performance of the e-commerce team only increases
Second, by improving the team's service capabilities, to meet the needs of industrial customers, to achieve the ultimate service;
Third, we require the team to not only serve industrial customers well, but also have the ability to quickly incubate regional dealers to "generate income". Step by step, we have come to the present, and we deeply understand the difficulty of entrepreneurs, so every step of our work is to work backwards through reverse thinking and then make decisions.
Our core service team, from appointment and order to after-sales return visits, has dedicated personnel to track and ensure the quality of service, providing customers with high-quality home improvement hardware solutions and humanized and efficient service experience.
We have a close and good cooperation system with some equipment vendors, software vendors, plate vendors and other material vendors. I think that whether it is in life or at work, no matter who I get along with, I will think about a question, my appearance, what value can I provide for you, what is my value, whether it is emotional value or business value, first of all, I must be altruistic, I must be useful to you. I believe in the Law of Attraction and hope that there will be a group of like-minded people in all aspects to join the group to create a better future.
q3
What is the company's view on the future market trend in the segment?Where does the vision for the future manifest itself?
Zhang Jun:The macroeconomic situation is not good, and the real estate is wintering, but I think the renovation market is still there, because there are still many young people who want to get married, and there are still many people who do not have their own homes.
In the past, the house was stock, which does not mean that all of them have their favorite housing, and there are many people's housing that only meets the rigid needs, not to reach the stage of high-quality enjoyment of life, so I think no one will invest in housing in the future, but there will be many people who will invest in life, and will definitely turn the rigid demand into high-quality enjoyment, so the decoration market is still there, so the future trend is not a paradise for cheap manufacturing, and the eliminated must be without service capacity. There is no high-quality control of manufacturing business owners, so I believe that adhere to the high-quality route, the product cost performance to the extreme, the service to the extreme, if you can do the above points, such a company is entirely likely to become the industry leader.
About Beijing Construction Expo
The 33rd China (Beijing) International Building Decoration and Materials Expo will be held inMarch 6-9, 2024It was held at the China International Exhibition Center (Shunyi Pavilion) in Beijing. Beijing Construction Expo is a brand exhibition jointly sponsored by China International Exhibition Center Group, GL Exhibition Group and China Construction Metal Structure Association, and has been successfully held for 32 sessions.
The 2024 Beijing Construction Expo will be"Full-category customization, full-link opening".As the theme, it will show the latest achievements of the whole industry chain of home construction and decoration through a new vision and influential platform advantages.