Do the doors and windows of Senying need to be opened separately?

It is a kind of fate and luck to notice that Senying doors and windows, the door and window industry is not as good as the kitchen and bathroom industry, and it is very difficult to find a brand with stories and tastes.

However, in Senying, these things are not lacking. Whether it is from a strategic perspective to study the business choice of Senying doors and windows, or from a brand perspective to study the category differentiation of the door and window industry, or from a corporate culture perspective to think about the influence of entrepreneurs, Senying doors and windows are very good benchmarks.

To think about the present of Senying doors and windows, we need to trace its past and explore the past of Senying doors and windows. There is always one person who can't avoid it, and that is Bian Shuping, the founder of Senying Doors and Windows. In the brand process of Senying doors and windows, Bian Shuping is a character with a lot of stories.

He went to Harbin Institute of Technology because he didn't get into Tongji in the college entrance examination. He stayed in Harbin because he went to Harbin Institute of Technology. Because in Harbin, he chose to do business. Under the background at that time, businessmen would do it whenever they had the chance, and Bian Shuping was no exception. He has run an electronics factory, worked in water supply, installed air conditioners, repaired roads and bridges, set foot in real estate, and run more than 10 companies.

However, these companies have not become the destination of his career. Until 1998, by chance, he found the opportunity of wooden doors and windows in Germany. After returning home, he cut off the diversified business and decided to only make wooden doors and windows, which opened the road of brand evolution of Senying doors and windows.

1. Positioning as non-traditional wooden window.

At the beginning of the establishment of Senying doors and windows, the business strategy was very clear. We don't make aluminum windows, plastic windows and wooden windows. This wooden window is not a traditional wooden window in China. At that time, it was not only insightful, but also challenging. After all, it is a long process to guide consumption habits.

As can be seen from my previous articles about doors and windows, the door and window industry in China is nothing more than the world of wooden doors and windows, plastic steel doors and windows and aluminum alloy doors and windows. At that time, wooden doors and windows were definitely the mainstream, so the pioneers of aluminum alloy doors and windows such as Paiya doors and windows and Feiyu doors and windows appeared, which developed very slowly at first.

Senying chose to make different wooden doors and windows, which is the company's business orientation, but whether it can be done depends on the company's team going abroad and introducing wood door and window technology from Italy, Germany, the United States, Australia and other countries, and gradually forming the company's two core categories, wood-aluminum composite windows and aluminum-clad wood windows.

2. Channel 2B is transformed into 2C

With a clear business direction, the next question is how to sell these products, which is another difficult problem.

The initial solution to this problem is related to the founder's initial entrepreneurial experience. Because I have built roads and bridges, set foot in real estate, and have some experience in the engineering market, the initial channel strategy of Senying Doors and Windows is to take projects, recruit sales staff to set up offices in many places in China, especially in core cities, and realize one-stop production, sales and service by receiving engineering business and doing engineering projects.

By 2006, Senying doors and windows had been painstakingly operated for many years, and the sales performance could not keep up. During this period, Lian's founder left his main business to do state-owned enterprise mergers and acquisitions for three years and didn't come back until 2006.

At this turning point, Senying doors and windows abandoned on-site construction and focused on factory manufacturing, and decided to establish an agent system and transfer the downstream part of the value chain. This turning point is permeable, because the training of agents cannot be achieved overnight.

3. Positioning professional aluminum-clad wooden windows

By 20 10, the transformation of Senying doors and windows channels was completed. At this time, it is facing a new problem, what kind of products will the company produce in the future.

In terms of categories, Senying doors and windows have always had multiple categories, and there are only two core categories, one is wood-aluminum composite window and the other is aluminum-clad wood window. In 2020, the sales of wood-aluminum composite windows were 220 million yuan, while the sales of aluminum-clad wood windows were only 65.438+0.5 billion yuan. The final result was to cut down the wood-aluminum composite windows.

This step is very critical and dangerous. We will cut off most of our business and focus on one segment. We will not discuss the experience of Senying doors and windows for the time being, but this decision has indeed brought new development opportunities to Senying doors and windows. From now on, this is a very worthwhile adventure.

It is essentially a strategic path to choose aluminum-clad wooden windows for Senying doors and windows. Because of choice, production, design and development, terminal manufacturers and brand promotion all have the same theme. This power is gained by giving up.

Perhaps at this time, I can understand the connotation of trout's brand positioning as a strategy. From the late operation of Senying doors and windows, business focus is a strategic choice, and the final result determines the company's resource investment, where to compete and how to compete.

However, we can't ignore the changes in the external environment and customer groups, nor can we ignore the resources and capabilities of enterprises. From the external changes, 20 10 is China real estate. In the later period of the first high-speed development, the door and window industry won the first great leap forward, and the user's demand for doors and windows was upgrading.

From the perspective of internal resources, Senying doors and windows have certain customer resources. Although the traditional wood-aluminum composite window still has certain advantages in engineering business, in the long run, this demand will eventually be eliminated. On the basis of consumption upgrading, the aluminum-clad wooden window market is on the rise, and the prospect is worrying.

4. Brand promotion with soft and hard combination

The most important brand promotion in the door and window industry is the imperial brand, but the promotion of the imperial brand doors and windows is more hard promotion, such as inviting Chen to endorse in the early stage, advertising in CCTV, occupying advertising spaces in many exhibitions such as the Expo, and declaring their brand sovereignty by holding high and fighting high.

Senying doors and windows are more based on the soft promotion of brand story, the founder's brand story and the founder's understanding of focusing strategy, which can be the case of business school. So when Ruisi held a brand positioning conference in partnership, Bian Shuping was invited to attend. In the invisible champion survey planned by Chinese and foreign management, Senying doors and windows were included.

Senying doors and windows are experts in brand building. At the 20th anniversary celebration of the company, a 20-person 20-year activity was launched, and it was a very effective way of communication to visit and publicize Senying from dealers, partners, designers and employees.

In addition, there are many topics of Senying, which not only occupy the commanding heights of the category of "aluminum-clad wood", but also the doors and windows of Senying once hit the motherboard. Although the IPO failed, it also let more people know about Mori Eagle.

In terms of hardware and breadth, Senying doors and windows spend little energy. In my impression, Senying doors and windows only advertised once in CCTV to promote "the decoration standard of big houses" and "Senying aluminum-clad wooden windows". After careful consideration, the mass propaganda is aimed at the general public, but the target customers of Senying doors and windows are high-end consumers, and the conventional propaganda means can't reach the big room consumers.

5. Operation matching upgrade

In image, the brand of Senying doors and windows has its own visual hammer. In design, it takes "Eagle" as its brand visual hammer. At the same time, in the form of LOGO, aluminum-clad wooden windows are highlighted, and Senying Blue is selected as the main color of the brand, and a mascot exclusive to Senying is designed.

On the terminal, adopt the mode of combining online and offline, adhere to "one city, one business" offline, appropriately promote the mode of "one business and many stores", and invest heavily to build a "central experience store"; Strengthen Taobao Tmall online cooperation and advocate a new retail model combining online and offline.

In terms of service, Senying doors and windows put forward life-long free maintenance in the service field, which is very bold. The author has observed the bathroom industry and proposed that Hengjie bathroom should be guaranteed for six years. Life-long free maintenance costs a lot, but it saves brand promotion fees and enhances brand reputation.

In production, Senying doors and windows set up factories in Harbin Shuangcheng in the early days. Now the third and fourth phases are under construction in Shuangcheng, and the passive factory in Nanjing is put into production, successfully realizing the production layout of one south and one north.

In terms of informatization, Senying attaches great importance to informatization construction, and has introduced UFIDA's ERP management system, NC system for production management and Zhiyuan OA for collaborative office. Finally, through a vertical and horizontal information framework, the company's information flow is opened up, and the seamless connection between suppliers, factories, sales and customers is realized.

In terms of processes, the company integrated 297 processes into 64 closed-loop processes to solve the problems of cross-regional management and information asymmetry, realize business processes, process standardization, standard informationization and information integration, and build endogenous core competitiveness.

In terms of management, Senying doors and windows fully introduced the professional grading system of Senying "craftsmen" on 20 19. Professional grading is to set different grades according to the quality of workers' work, and the guaranteed salary and piece-rate salary will be managed differently. In addition, it will also provide craftsmen with opportunities for equity incentives, so that real Senying craftsmen can become shareholders of the company and get double benefits of salary and equity.

Culturally, the culture of Senying's doors and windows is the boss culture, and Bian Shuping highly respects Huawei culture, so Senying's core values have a strong Huawei flavor. "Customer-centered, struggler-oriented, long-term efforts and self-criticism" are the core values of Senying. In addition, Bian Shuping drafted the Senying 1 1 commandment as an employee.

It seems that every step taken by Senying doors and windows is a very simple step, but at that time, every step was not an easy step, with strategic thinking and passive choices, but these will become something that Senying doors and windows will talk about.

Senying doors and windows have done so many dedicated things in the past. Perhaps in the future, after the success of the IPO of Morihawk, we will see that Morihawk is diversified, or in the form of multi-brand and multi-category. All these are possible, because the development stage and resource capacity of the enterprise determine the strategic choice of the enterprise.

Today, through focusing, Senying has turned it into a small and beautiful company. In this small and beautiful world of doors and windows, we have seen a road different from that of Huangpai, Paiya and Hennessy, and also provided a reference path for brands in other industries.

I read a lot of information about Mori Eagle, and the most memorable one is the interview video of Mori Eagle's 20th anniversary. In the stories of dealers, partners, designers and employees, the corporate culture of Senying doors and windows is reflected, which is the centripetal force of a brand and the most powerful thing of a brand.

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