The door and window market, which is regarded as the "last blue ocean" in the home furnishing industry, can only be enjoyed by genuine door and window brands and set sail. On January 11, 2021, the 2021 Otis brand strategic marketing system summit with the theme of "upgrading" was grandly held at the Fulin Langyue Hotel in Foshan. Since then, Otis doors and windows have officially sounded the charge to accelerate the layout of the country. At the meeting, Tencent Home Furnishing·Door and Window Channel focused on Otis representative dealers, and invited some of its gold dealers to conduct interviews, in-depth analysis of Otis doors and windows development, and pulse its future trends.

New air outlet, new track

At present, home building materials have entered the key decisive moment of the "second half". Companies relying solely on the development of the number of people can no longer fully adapt to the current market. New vocabulary such as consumption upgrades and personalization is constantly emerging, which is forcing entrepreneurs and distributors to both It is necessary to stay in business, but also to start a business, look for new outlets and be able to meet future development trends, and open up new territory with the vision of a wise man.

Hu Jianzhong, a dealer in Huangshan, Anhui, also took a fancy to Audis doors and windows, which are in the rapid development of new air outlets. Before joining Otis, Hu Jianzhong was a decoration novice, but his innate keen sense and courage made him firmly choose Otis doors and windows. "It is a surprise to be able to become a gold dealer of Otis in just a few years. Over the years, we and Otis have been growing. The harder we work, the better we work, and the harder we work, the luckier we are."

Co-creating with dealers is what Otis doors and windows have always been doing. Hu Jianzhong believes that as time progresses, the difference in the delivery of customized quality for doors and windows on different tracks will become smaller and smaller. If you want to become the leading door and window in the local market, you must not only exert efforts in quality and service, but also test the terminal’s customer satisfaction. Understanding the converted product solutions will become the core difference on different tracks.

Brand high-end positioning, precise focus on consumer groups

The market allows latecomers, but never allows slow people. Compared with other distributors, although Huang Chengcheng from Liuzhou, Guangxi has joined Otis for less than two years, he is one step ahead in terminal operations and winning the favor of consumers. Huang Chengcheng originally had two stores, but in order to obtain better and more high-end consumer resources, Huang Chengcheng had to reluctantly close the stores in the Xihuan Building Materials Market, specializing in Red Star Ouliya Shopping Mall.

Huang Chengcheng revealed that the operation adjustment of the store is not only the result of the external pressure caused by the new crown epidemic, but also because he and his team have taken a fancy to the precise high-end consumer groups brought by the large home furnishings. Instead of decentralized operations, they are deeply pained. , It is better to meticulously build a store to gather the hearts of the people. After the implementation of this strategy, Huang Chengcheng's store won the Red Star Mall's sales champion in the second month. Whether the decision is correct or not is the proof of performance.

There is also Cheng Qinqin, a distributor of Audis Doors and Windows in Hezhou, Guangxi, who has the same idea. Cheng Qinqin puts forward two plans for the future development of his store. First, continue to cooperate with her partner Zheng Lili, and continue to learn the company's new product technology highlights. , Understand the professional knowledge of door and window installation, and add added value to the product; second, enter high-end stores that match the positioning of Otis doors and windows, such as the newly-built Red Star Macalline shopping mall in Hezhou, and strengthen online channel expansion to connect online and offline , To form an efficient operation system, so that more consumers can enjoy Otis doors and windows products. Cheng Qinqin said that although she is a little slower in expanding the layout, she is confident in the future Chinese door and window market, and the pace of progress will be fast and steady.

Marketing strategy transformation, omni-channel layout

The happy changes of tens of millions of families give birth to unlimited opportunities and possibilities for home furnishing companies. Along the way, people’s living standards have been continuously improved, consumption patterns have become more diversified, and they have changed with each passing day; what has not changed is the level of service. The pursuit of business, the exploration of business methods, achieve the same goal by different routes.

At the 2021 Audis Brand Strategic Marketing System Summit, Chen Zhipeng, Chairman of Audis Doors and Windows of Germany, said that in the new year, Audis Doors and Windows will unswervingly promote the transformation of marketing strategy, increase order volume through omni-channel, and expand order value with new strategy. The current omni-channel layout is the general trend. In addition to traditional retail, Otis doors and windows are increasing their firepower, opening up new channels such as e-commerce, focusing on entrances, increasing orders, and creating a new engine for performance growth.

Just as Otis continues to break through the bottleneck in the market changes over the past years, Wei Ping, general manager of Otis doors and windows Jiujiang store, clearly realizes that to seize the changes in the door and window industry under the new format, the most important thing is not only to make good products and brands. , But also to ensure satisfactory terminal delivery and provide customers with satisfactory services are the biggest weights for future competition. "Although this year's results are good, my goal in 2021 is to get the first place in the country and to surpass myself on the original basis." Wei Ping revealed his ambition and confidence in his words and deeds. "This year's new products will be us. We look forward to cooperating with the company to achieve better performance and break through 10 million."

Otis doors and windows have a natural original gene and brand awareness. Product research and development are persistently positioned to serve mid- to high-end consumer groups. The newly developed X series system doors and windows seize the technological commanding heights and set new brand milestones; it is even more determined in brand building. With the latest exhibition hall 5.0, the fully upgraded VSI image confidently presents Chinese door and window brands.

This is the third time for Fujian Putian dealer Ke Zhijie to participate in Audis' annual summit. Under the epidemic, his store has been adjusted and deployed in time, and his performance has been quite good. Participating in the summit this time, a series of new brand "tools" surprised him. "With these good products and good tools, I look forward to our performance doubled from the original results, and will be more about Audis doors and windows. The good genes of quality life spread to more people." Ke Zhijie said in an interview with a reporter from Tencent Home·Door and Window Channel.

New image gains momentum, digital attack

Each exhibition hall space not only brings together the great wisdom of a company, but also serves as a window for consumers to understand related brands. Now the glory of the new exhibition hall of Otis doors and windows 5.0 is blooming, further opening the window for consumers to understand Otis doors and windows. "In our brand new immersive home scene, consumers can choose and match at will to create an exclusive customized and unique home."

Sichuan Xichang distributor Wu Junliang believes that as the development of the door and window industry matures, consumers will inevitably have higher requirements for the quality and service of doors and windows, and more personalized door and window customized solutions will inevitably become a general demand. At that time, professional door and window installation services will usher in their abilities. Now Wu Junliang has a 14-person installation team in Xichang. They are all professionally trained masters. They have been with Wu Junliang for more than ten years. Now they are installed outside every day. The product measurement and installation are in place. Wu Junliang’s Otis door and window store is also in place. Xichang has received a lot of praise.

Choose the brand carefully, cultivate the brand carefully, and fully operate the brand. When many door and window dealers are still at the preliminary stage, the Sichuan Luzhou dealer Wen Changming and Cui Ye, who have joined Otis doors and windows for 15 years, have successfully transformed. As a door and window brand operator, they have met consumers' in-depth demand for high-end home furnishings through careful operation of Otis doors and windows, conveyed a more fashionable lifestyle, and led the continuous improvement of the life taste of Chinese people.

▲Cui Ye at the Otis Door and Window Summit

Cui Ye believes that there is no knack for operating a store, and persisting in change is the best way to operate. Under the new strategy, terminal distributors should work hand in hand with the company, combine market demand, explore new model stores, and find a profit model that can develop in the long term. "In the future, Audis doors and windows store in Luzhou will respond to the company's new strategic positioning and make digital strategic transformation around users, including digital creation of products, marketing, and events. I also hope that the company can give us more support in activities. Our terminal strategic empowerment has achieved the goal of breaking through 20 million yuan."

▲A photo of Wen Changming (first from left) and Cui Ye (second from right) in the Luzhou specialty store of Otis doors and windows and Chen Zhipeng (second from left), chairman of Otis doors and windows

At the 2021 Audis Brand Strategic Marketing System Summit, Chen Zhipeng, chairman of the German Audis System Doors and Windows, took the stage and delivered a speech, "The increasing demand for individualization and differentiation of consumers makes market segmentation inevitable. This is also true in the door and window industry, for more Communicate with the audience well and broadly expand more consumption channels. The comprehensive upgrade of our brand has become a timely move."

On the doors and windows track, Otis doors and windows and its dealers ran a personalized path with their own characteristics. In 2021, Otis doors and windows are already in action. It is foreseeable that Otis is embracing the general trend through this "Upgrade" summit; in the future, with the injection of more and younger fresh blood, online and offline channels Integration, Audis will also burst out a stronger brand potential in this 100 billion-level market.