A limited-edition Bubble Mart figurine, an art mural sound, a capsule toy coffee machine, a mechanical clock that can turn pages automatically, a Xiaoice cabinet with a variety of drinks, and ......The interesting gadgets that can be seen everywhere point to the owner being a young man who loves life and has a romantic complex. Slightly contrary to the opposite, the calligraphy work on the wall with the words "Steady and far-reaching" - "It was hung by my father." ”
This is the office of Feng Zuoxing, the post-90s president of Xinhaoxuan Doors and Windows, a well-known Chinese door and window brand, called "Canglang Pavilion". For him, this space is a "place of high refreshment and emptiness" that can be cherished, and work is also something that can make him "forget his home". At the beginning of September 2023, Feng Zuoxing, who is less than 30 years old, has been the president of Xinhaoxuan Doors and Windows for nearly two yearsIn an exclusive interview with a reporter from Beijing Business Daily in this exclusive office, he replied with one word: lazy.
This 'lazy' is not the 'lazy'. Feng Zuoxing explained that this is actually the pursuit of young people to work more efficiently and a better life. 2023 is the first 20 years of the establishment of Xinhaoxuan doors and windows, how to go in the next 20 years?The strategy given by Feng Zuoxing is: lazy thinking.
Sitting under the calligraphy work of "steady and far-reaching", Feng Zuoxing, the president of the new Haoxuan doors and windows born in the 90s, calmly expounded his "lazy thinking".
Those who come into contact with Feng Zuoxing for the first time are likely to be surprised by the strong sense of contrast in him. Under the age of 30, he is one of the youngest people in the "second generation" of the home furnishing industry, standing on the stage to talk about serious business operations, but his mouth is an example of young people's down-to-earth atmosphere, and the tone has a certain sophistication that does not match his age.
On August 26, 2023, at the launch event of the New Haoxuan Doors and Windows Brand Day held in Guangzhou, Feng Zuoxing used the hot word "lazy" to explain the thinking logic of young people's cognition: "Young people like to 'lie flat', not entirely because of 'lazy'. Behind the 'laziness' is the favor of efficient life and work rhythm. If this generation had not given birth to the 'lazy economy', there would be no ** shopping, Meituan takeaway and Didi Dache would not be as powerful. ”
In Feng Zuoxing's view, he himself is a member of the current mainstream consumer group, has a deep insight into the core needs of consumers, and can accurately reach the pain points of users when laying out products. Under his leadership, Xinhaoxuan doors and windows became the first company in the industry to launch its own whole-house door and window system. "The division of labor in modern society is becoming more and more clear, and young people's main time is spent on study, work or hobbies, so they need brands and products that can help them save time and worry, so we have established a product matrix covering seven categories and four levels based on consumer demand. ”
After the product layout is completed, how does it affect the consumption decision?Feng Zuoxing also used two hot words "surfing the Internet" and "planting grass online" to cater to the changes in customers' consumption habits. "The peak consumption wave of e-commerce live broadcast is 22 o'clock in the evening, and most people will open the mobile app to swipe e-commerce at this point in time, so I decided to make this time scene and form a more transparent and refined brand consumption link according to the characteristics of consumers who like to contrast. Feng Zuoxing believes that with the development and growth of lifestyle platforms and consumption decision-making portals, the online channels of Xinhaoxuan doors and windows can greatly benefit from this.
In the past, our sales method was to sit in the store and wait for customers, but now we can't wait, where do consumers go?They are 'lazy' and have ** time. To adapt to this change, Xinhaoxuan doors and windows have an in-depth layout in new retail channels such as Tmall, Jingdong, and Douyin, embracing the new generation and embracing new retail, and meeting the 'lazy demand' of the 'lazy era'. Feng Zuoxing told a reporter from Beijing Business Daily.
In Feng Zuoxing's view, the current macro economy and consumer demand have changed dramatically compared with the past, and the "second generation" cannot simply "copy homework" from their parents, but must adapt and innovate with the trend of the times. Looking back on his own experience, Feng Zuoxing's management road is not smooth, becoming a young and old company president is the result of years of accumulation from "experience" to "experience".
In 2017, Feng Zuoxing returned to China from the United Kingdom, and his future development positioning was not very clear, but he had urgent demands for independence. Instead of joining the company founded by his father, Feng Wenbo, he went to Shenzhen alone and got a position as an assistant in a financial company. "I type every day to do information entry, and sometimes I work part-time as a front desk assistant. I have to rent a house and catch the bus to work every day. If you oversleep one day, it will cost you a lot more money to take a taxi to work. Feng Zuoxing said frankly that the competition for jobs in first-tier cities was fierce, and that was the most suitable job he could find at that time.
After half a year of hard work, he realized the hardships of work and better understood the difficulties of his parents, so he decided to settle down and choose a career to fight for life. He packed his bags and returned to the door and window industry that had been exposed to and nourished him since he was a child, starting from an ordinary grassroots employee. He chose a commemorative time, September 4, to go through the entry procedures, because he was born in 1994, which also means a new life in his career.
After entering the factory, Feng Zuoxing served as a production assistant, a chain assistant, tried to make screws with workers, and also went to the logistics park to deliver goods, find a business to pick up the goods, and rotated experience in various positions, understand and be familiar with all processes and processes, often get up at 7 o'clock in the morning, and go to bed at eleven or twelve o'clock at night. As the son of the boss, he enjoys special treatment in a single dormitory. In 2018, he joined the marketing department and started a life of traveling 28 days a month, and traveled to up to 4 cities in one day to participate in dynamic sales activities. Feng Zuoxing used flight recording software to show a reporter from Beijing Business Daily that from 2017 to the present, he has flown 200,000 kilometers because of his work, and walked through 40 cities in 8 countries, and the flight route is already a dense spindle pattern on the screen.
Feng Zuoxing's flight route on a business trip when doing marketing formed a dense spindle pattern on the software.
Without this experience, you can't really understand the brand, and you won't understand how a door and window company operates. Feng Zuoxing gained the most valuable experience in this process, and he annotated it with the English word "experience": "This word has the meaning of both 'experience' and 'experience', without 'experience' there is no 'experience', 'experience' forms 'experience', and 'experience' makes people grow." ”
From Feng Zuoxing's eloquent talk, the reporter of Beijing Business Daily can feel his psychological state at any time, although there is pressure, but he is full of confidence, and he knows very well how to act next, which stems from the fact that in the past two years as the president of Xinhaoxuan, he has used "lazy thinking" to carry out three major changes to the enterprise.
The first is to make the company younger. "Consumers are young people of my generation, and companies are getting younger and younger, and companies must be younger. Feng Zuoxing put the company's headquarters in the office building of Foshan Qiandeng Lake CBD to establish young people's sense of value in workThe decoration of the office is also correspondingly younger, from the material to the style, to create a home style, breaking the sense of oppression at work.
The second is the building of brand image. Unlike other brands that invite celebrities to endorse, the spokesperson of Xinhaoxuan doors and windows is Feng Zuoxing himself, whose image appears in the advertisements and promotional videos of Xinhaoxuan doors and windows, as well as the image exhibition hall of Xinhaoxuan in the main passage of Guangzhou South Railway Station. For his own endorsement for the company, he said to the outside world that "in order to save money, after all, it may cost millions of yuan to invite celebrities, and my own image photos are only a few hundred yuan", in fact, it is more because the credibility of celebrities has generally declined, and once it "collapses", the brand will lose a lot. "The boss of the enterprise has his own credibility, and a president dares to speak for his own business, which shows that he is very confident in the brand and products, and has the confidence to show this confidence to the majority of consumers. ”
The third is a breakthrough in the enterprise mechanism. The separation of production and marketing is the only way for enterprises to move towards formal management, and Feng Zuoxing is promoting the full implementation of this strategy. "At present, Xinhaoxuan doors and windows have begun to set up a center system, R & D center, new retail center, IT information center and other institutions have gradually improved, and enterprises will respond more quickly to the market. ”
2023 is the 20th anniversary of the establishment of Xinhaoxuan doors and windows, after Feng Zuoxing's change, one after another dizzying innovation moves have been made: the enterprise as the main body to host the national door and window industry green and low-carbon conference and take the lead in drafting the "General Principles for Green and Low-carbon Enterprise Evaluation", the brand logo is lit on the "small waist" of the Guangzhou landmark building Canton Tower, the brand mascot "Xiaoxuan" is born, and the brand's exclusive festival "Building Family Day" is publicly released ......Feng Zuoxing worked so hard because he saw that the track of doors and windows was "unique to this side", and the entire door and window industry was still like the "early Spring and Autumn Period", there was no giant, and the opportunity for Xinhaoxuan doors and windows to become bigger and stronger was close at hand.
On August 26, 2023, Feng Zuoxing released the brand mascot lion "Xiaoxuan".
We do not do cabinets and walls, only do door and window façade systems, do one-stop high-end door and window system solutions, and use the single brand of Xinhaoxuan to meet people's diverse needs. For the next 20 years of development direction, Feng Zuoxing is very firm, on the one hand, because of the "laziness" of young consumer groups, to meet their demands for one-time completion of the door and window façade system, the cake is big enough, on the other hand, the new Haoxuan doors and windows have opened up the three categories of doors, wooden doors and doors and windows, with a brand to control all products, is conducive to making the brand into their own ideal appearance, that is, "tens of billions of brands".
Source: Provided by the company.