When people from Fujian are mentioned, the first thing that often comes to mind is "Love to Fight and You Will Win", a Hokkien song that vividly demonstrates the fighting spirit of Fujian people.
“Three points are destined, seven points depend on hard work”, the life of Zeng Zhenhui, a Sichuan dealer of Jinduo Ceramics (general manager of Jinduo Ceramics Chengdu Branch), is exactly what this song sings. He spent sixteen years building Jinduo into a very influential and powerful brand in Sichuan, completing a successful leap from an unknown to a representative of the "Fujian Gang" in Chengdu's building materials and home furnishing circles.
In late May this year, in the "Tao Xing China" national ceramic tile survey (Chengdu station), China Ceramics Network interviewed this ceramic tile dealer from Quanzhou, Fujian.
Zeng Zhenhui joined Jinduo Ceramics in 2002 and became the general agent in Sichuan. In 2003, he founded Chengdu Dehui Building Materials Co., Ltd. and served as the executive president of the Fujian Chamber of Commerce in Sichuan Province. It can be said that Zeng Zhenhui is the most representative "Fujian gang" in the Chengdu ceramic tile market.
Currently, Chengdu Jinduo Ceramics has a 1,500-square-meter flagship store in Fusenmei Home Furnishing Street, as well as a new store under renovation. It is reported that Zeng Zhenhui also owns an entrepreneurial industrial park with 78 ceramic art studios and more than 850 cluster registered e-commerce companies.
Talking about why you chose Jinduo ceramic tiles in the first place? Zeng Zhenhui believes that what attracts him most about Jinduo is its deep brand accumulation, high product quality and the company’s human touch.
“The Jinduo brand and product quality are very good, but I was short of funds at the time. Fortunately, with my brand awareness and sales management capabilities, I finally impressed the Jinduo Group and successfully became the leading manufacturer of Jinduo Ceramics. A partner in Sichuan,” Zeng Zhenhui recalled.
Faced with a new generation of consumer groups and a new round of industrial upgrading, Jinduo Ceramics has launched a "transformation from manufacturing to creating user value, closely integrating design with products" in recent years, strengthening the construction of version 4.0 monopoly Stores, publicity and promotion closely follow market movements, winning praise from Zeng Zhenhui.
Zeng Zhenhui closely followed the strategic planning of Jinduo headquarters and launched the "Jinduo Design Park" service in an orderly manner at all outlets in Sichuan. That is, all owners and friends can go to any Jinduo store to obtain ceramic tile design plans for free. In each store, store leaders and shopping guides have learned and mastered the "Jinduo Design Park" software, which can provide customers with two to three sets of design plans to facilitate customers' full selection.
Regarding design services, Zeng Zhenhui understands this, "Design is very important for terminal sales of ceramic tiles. Ceramic tiles are important main materials for decoration and are semi-finished products for home decoration. We need to provide customers with professional product matching designs to provide Customers provide valuable decoration suggestions. Good products require good design. Design can make good ceramic tiles present a more beautiful space decoration experience and give customers a better experience. ”
Speaking of the ceramic tile market in Chengdu in recent years under the general environment, Zeng Zhenhui said that the complete decoration and fine decoration channels have suddenly emerged, and the retail sector has been shrinking, but there seem to be signs of recovery. On the one hand, this is because local policies no longer forcefully promote finely decorated houses, and on the other hand, it is the result of the gradual release of the potential of old renovations. As for the impact of hardcover houses on ceramic tile retail, he has a very positive attitude, because he believes that this is a mentality issue: Although hardcover houses cannibalize part of the retail market on the one hand, they also increase the market share of engineering channels on the other hand. The market is still there and will not shrink because of the emergence of finely decorated houses. Dealers have just changed the way they compete in the market. Therefore, the emergence of finely decorated houses is only a challenge for dealers, not a disaster.
At the same time, Zeng Zhenhui made it clear that although the retail channel has picked up, the engineering channel is undoubtedly the main business flow of Chengdu Jinduo, accounting for 60% of Chengdu Jinduo's overall business, and the remaining 40% is accounted for by retail. Channels and distribution channels are equally divided. Currently, Chengdu Jinduo
With real estate developers such as Blu-ray Real Estate, New Hope Real Estate, Xingcheng Habitat, Greenland, Yanlord, Hong Kong Regal, Wanda, Guanghui, Longfor, Jinke, Heneng, Yuanhong, Keppel Land, Changhong Real Estate, etc. Maintain a good cooperative relationship.
In order to continue to expand and strengthen the engineering channel, Zeng Zhenhui hopes to receive further support from Jinduo headquarters, and both parties will work together to build the engineering channel industry chain.
For busy people, there is always not enough time - a phone call to Zeng Zhenhui’s mobile phone ended the interview with him on China Ceramics Network in a hurry.
This is just as Zeng Zhenhui said in a previous interview with the media: "Time corrodes all buildings and turns all high-rise buildings and roads into sand. If you don't move forward, you will be buried by the sand. So we burst into tears and walked You have to look back, but you can only go forward." In this era of ever-increasing brand concentration and fierce market competition, he and Jinduo can only work together and move forward courageously. This is not only for life, but also for the self who once dared to fight hard and is still fighting hard.
Reading link: Zeng ZhenhuiPersonal profile
Name: Zeng Zhenhui
Place of Birth: Dehua County, Quanzhou City, Fujian Province
Date of birth: May 1967, male, Han nationality
Education: MBA from Southwest Jiaotong University, PhD in Management from University of Electronic Science and Technology of China
Professional titles: accountant, senior economist, senior professional manager
Position: Chairman of Chengdu Dehui Building Materials Co., Ltd.
Chairman of Fujian Cross-Strait Ancheng Youth Entrepreneurship Park
Social positions:
Vice President of Sichuan Provincial Guangcai Enterprise Promotion Association
Sichuan Federation of Industry and Commerce Standing Committee
Vice President of Sichuan Province Sichuan Lian Chamber of Commerce
Vice Chairman of Sichuan Corporate Culture Research Association
Executive Chairman of Sichuan Fujian Chamber of Commerce
Member of the 14th Committee of the Chengdu CPPCC Committee
Vice President of Chengdu Entrepreneurs Association
Vice President of Chenghua District Federation of Industry and Commerce
Introduction to Chengdu Dehui Building Materials Co., Ltd.
Chengdu Dehui Building Materials Co., Ltd. was established on January 28, 2003. After years of hard work, the company has developed more than 120 franchisees in Sichuan. The company has established partnerships with Blu-ray Real Estate, New Hope Real Estate, Xingcheng Habitat, Greenland, and Yanlord , Hong Kong Volvo, Wanda, Guanghui, Longfor, Jinke, Heneng, Yuanhong, Keppel Land, Changhong Real Estate, etc. have supply and service relationships.
Introduction to Fujian Cross-Strait Ancheng Youth Entrepreneurship Park
Fujian Cross-Strait Ancheng Youth Entrepreneurship Park was established in March 2016. It is located in the "World Ceramics Capital"---Dehua Chengdong Industrial Zone, with a total construction area of 30,888 square meters. , industry linkage, business bridge building, and student entrepreneurship", it is also a six-in-one ceramic cultural creativity that integrates "ceramic R&D and design, ceramic product creation, ceramic product marketing, ceramic cultural experience, ceramic art display, and ceramic academic exchange" industrial park. The park covers six major areas: Dehua Park of Quanzhou Internet Business (Virtual) Industrial Park, Young Ceramic Artists Creation Center, Fujian Provincial College Graduate Entrepreneurship Incubation Base, Ancheng Art Porcelain Marketing Platform, 3D Ceramics Maker Space, and Tourist Service Center. Currently, 78 ceramic art studios and more than 850 cluster-registered e-commerce companies have settled in.
The Entrepreneurship Park provides a low-cost entrepreneurial place for young college students to start their own businesses by integrating resources from all parties. It also provides entrepreneurial guidance, entrepreneurial training, policy implementation, creative product research and design, and production for ceramic creative studios.It provides comprehensive services including product firing, product sales, brand publicity, operations promotion, logistics and distribution, financial services, professional title review, etc.
The Entrepreneurship Park has built a national-level maker space, a modern service industry agglomeration demonstration zone in Fujian Province, a science and technology business incubator in Fujian Province, an entrepreneurial incubation base for college graduates in Fujian Province, a provincial-level tourism factory in Fujian, and a public service for the integration of informatization and informatization in Quanzhou. Platform, Quanzhou City Cultural Industry Demonstration Base, Quanzhou City Top Ten Institutions in Science and Technology Service Industry, Quanzhou City Youth Entrepreneurship Base, Dehua County Ceramic Art Creation Base and Dehua County Primary and Secondary School Students Research and Practice Education Base.
