2020 is the year of strategic focus for the system reform of AutoNavi Ceramics. The brand has undergone a comprehensive system change from top to bottom, from headquarters to terminal. The core of the change lies in upgrading product dimensions and strengthening brand marketing. In May, AutoNavi's "comprehensive reform" development strategy was released, and a series of plans were formulated from market research, marketing strategies, to implementation. The results of strategic changes will begin to show results two or three months after implementation.
Troika: product system, sales policy, marketing
Product system, sales policy, and marketing are three important components of Gaode Ceramics’ 2020 system reform strategy. The product system is the main channel, and sales policy and marketing are the moat. The trinity forms a solid golden triangle structure and jointly promotes Implementation of a “comprehensive change” strategy.
Product system iteration: This system reform has implemented a new product strategy and comprehensively iteratively upgraded the product system. Taking market demand as the research and development direction, terminal dealers, headquarters sales team, technology and R&D teams jointly participate in new product research and development. . After this round of product strategy adjustments, the two major features of "health" and "beauty" of Amap Ceramics have become more prominent. The product structure, categories, colors, accessories, and specifications have been improved, and the whole decoration, engineering, and customized home design have been completed. Channel product layout.
Sales policy changes: In terms of sales strategy, Gaode Ceramics develops flexible market operation mechanisms based on local conditions, launches differentiated sales policies, breaks traditional operating methods, speeds up the brand's response to the market, and divides regions, channels, and Steps to implement the policy. In terms of investment strategy, we adhere to the work purpose of "customer first", take customers as the center, adhere to the market-oriented direction, and establish and improve a diversified and flexible investment mechanism around investment policies, investment models, investment support, and investment assessment, and strive to comprehensively Improve the quality and efficiency of investment promotion.
Market promotion upgrade: Market promotion upgrade is the catalyst for this strategic change of AutoNavi Ceramics, which further accelerates the brand influence and market share of AutoNavi Ceramics. During this change, AutoNavi Ceramics has formulated a grand brand promotion plan and continues to strengthen top-level strategic promotion, involving top-level brand promotion strategies, celebrity marketing, new media communication and other promotion levels, and combined with mobile Internet promotion strategies to boost brand image , to create a benchmark model market.
Reform results: Sales increased by 23% in two months, and 66 new customers were signed
In the current market environment, the impact of the epidemic is still continuing, and the overall market performance is sluggish. By implementing systematic strategic changes, Gaode Ceramics' hardware foundationhas been promoted, the overall brand has been optimized, and it has taken the lead in getting out of the industry trough. After deepening the changes, AutoNavi Ceramics' team, products, services, investment promotion, promotion and other aspects have shown continued improvement, with strong sales momentum.
With the basic layout in major cities across the country having been completed, AutoNavi Ceramics will focus its development on channel sinking and increase its efforts in the layout of cities below the second and third tiers. In the two months of July and August alone, AutoNavi Ceramics signed 66 new customers across the country, covering major regions such as South China, North China, East China, and Southwest China. With a rich product system and favorable sales policies, the strategic changes of AutoNavi Ceramics have won the recognition of new and old customers. As the changes deepened, some old customers were attracted by the new policies and products and regained their confidence. A total of 20 old customers chose to re-sign with the AutoNavi brand.
At the same time, the project centralized procurement strategy of AutoNavi Ceramics is also advancing rapidly. Many well-known real estate companies such as Greenland Group, Dongjian Group, Agile Group, and Weiye Holding Group have recently frequently visited the AutoNavi headquarters and reached strategic agreements with AutoNavi Ceramics. Intention to cooperate.
The rapid expansion of outlets, the launch of new products, the optimization of sales policies, and the cooperation with real estate projects have brought about sales growth against the trend. The total sales of the AutoNavi brand increased by 23% year-on-year. The exclusive health effects of Healthy Energy Bricks are also popular among consumers in the consumer market. The sales of this category accounted for 65% of the overall sales, showing a gratifying upward trend.
The strategic change of Gaode Ceramics is a long-term systematic project and a brand plan related to the long-term development of Gaode Ceramics. There is a way out only when there is change, and there is development only when there is change. Amap embraces change, innovates itself, innovates brand operation models, implements them efficiently, achieves healthy growth, takes the lead in the field of healthy ceramic tiles, and taps into the trillion-dollar health market. .
(This article is provided by the enterprise)
