In 2018, Shan Meiyu completed a double bachelor's degree in marketing and HR from UBC University in Vancouver, Canada, and returned to Harbin to inherit her father's legacy. At that time, the ceramics shop founded by my grandfather had developed for nearly 30 years, from a single store to a ceramics street, and it was also a large-scale family ceramics business in the local area.
However, while the family business is booming, the domestic home furnishing market is constantly changing and competition is becoming increasingly fierce. How can you make your own ceramics store stand out among the "popular ceramics"? Years of studying abroad have broadened Mr. Shan’s horizons and cultivated her new-school marketing thinking. Relying on the background and influence of her family’s ceramics business, which has been in business for nearly 30 years, Mr. Shan began to enter the high-end ceramic tile market.
p.02 Harbin No.1 Smart Selection Team of 15
01
PLATFORM CONCEPT
“The concept of No.1 platform is very novel”
LEADER HAERBIN
Select reason
Q1: Mr. Shan, after you returned from studying abroad, why did you enter the ceramic industry and choose to act as an agent?
Shan Meiyu:Why I entered the ceramic industry is mainly because of the sense of responsibility and mission on my shoulders.
Our family has been engaged in the tile-related industry since my grandfather's generation. When I was a child, I often went to the store to play. Seeing the dedication and hard work of my father's generation, I asked my father why he was so busy. My father said that the first reason was to keep me To live a happy life, the second reason is for store employees to have stable jobs. From these things, I saw my fathers’ actions prove their responsibility to the family and society, and they paid silently without asking for anything in return.
The second is that when I was a child, my sisters and brothers in the store were very nice to me and very happy, just like "a family", so I also wanted to imitate my father and protect their stability. When I grow up, I feel like this My sense of responsibility and mission is getting stronger and stronger, so when I applied for a major in college, I enrolled in the Marketing and HR major, hoping to bring international marketing thinking and international human resource management thinking back to my family.Enterprises must truly apply what they learn.
Finally, it’s because of my personality. I like challenges very much. When I was in college, I often challenged different things, participated in some extreme challenges, and experienced different insights in life. After returning to China, people often said, " It’s harder to start a business than to maintain it.” So I felt more motivated to carry forward the career of my father’s generation.
p.03 Shan Meiyu likes challenges
p.04 High-altitude skydiving extreme challenge
p.05 Skiing Extreme Challenge
As for why I chose No.1 Smart Selection, the first is that No.1’s brand development direction is very clear. At the annual meeting (2021), I learned that No.1 has now transformed into a high-end brand (product) platform at home and abroad. , and in the later period, it will not only be these imported brands, but may be a pan-home furnishing platform, so I feel that the current No. 1 brand has its own brand characteristics, and the product structure is quite innovative. Domestic products and imported products are produced together, and the categories are full specifications. There are more products, and the product selection is richer.
Secondly, the brand positioning of No.1 is also very clear. The positioning of No.1 is high-end, which means it targets domestic high-end consumer groups and high-end designers. Number One now also pays more attention to designer activities and brand output (store design standard output, brand design output), which are also relatively high-end. I feel that Number One will lead each of our dealers to provide designer services in the future, so we are not confused.
p.06 One Smart Selection: International High-end Product Platform
p.07 Harbin No. 1 Smart Selection Exhibition Hall
02
OPEN UP HIGH-END CHANNELS
"To expand high-end designer channels"
LEADER HAERBIN
Select reason
Q2: Mr. Shan, the main products of No. 1 store are imported ceramic tiles and high-value ceramic tiles. Why is this?
Shan Meiyu: It was hard to fight a price war before, but now I mainly don’t want to fight a price war, and use these high-end products, which are unique and unavailable on the market, to occupy the market. More high-end designer channels and high-end customer groups.
p.08 Evolutionary Marble Series
I personally prefer Maldives, Lucerne, Aurora Blue and other unique products. They are all very artistic products. The overall color matching is refreshing and atmospheric, giving everyone a strong visual impact. Some of them are personalized. , bold customers like them very much, and it is easy to close a deal; while some relatively conservative customers may prefer to choose other products, but these personalized and creative products have become the image products of our store, because these products will attract them vision, thereby driving them into the store to make purchases.
And now that the post-80s and post-90s generation are gradually becoming the backbone of society, the popular home decoration space design styles in the northern market have also undergone new changes, such as the popular wabi-sabi style, so northern designers also prefer matte bricks. Popular designs include microcement and sandstone textures. I hope the headquarters can add more color designs to the Natural Master series because the design demand will be growing. (Note: No. 1 Smart Selection is from the Natural Master SeriesThe series will introduce more design elements, more textured craftsmanship, and more specifications, so stay tuned! )
p.09 Actual application of natural master series microcement
03
PROFESSIONAL SERVICE
"Establish a separate department to serve high-end designers"
LEADER HAERBIN
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Q3: For these high-end designer channels, do you have any good development, maintenance and other experience to share with us?
Shan Meiyu:I think for high-end designers, perhaps the most important thing is service. The service must keep up, so that they feel at ease and not cause them any trouble,So we set up a separate home decoration department. This department is dedicated to serving high-end designers (including the development of new designers and daily maintenance)Because everyone is good at different business scopes and has limited time and energy. Limited,If you want to be a high-end designer channel, you cannot save costs.
In terms of designer cooperation, we will follow the designer to the construction site in the early stage, usually 3-5 times. At this time, we will assist the designer to provide some help, such as scheme design, logistics and distribution, and paving guidance. etc.; in the mid-term, we will also assist designers to answer various questions encountered by owners during the decoration process, saving more time and cost for designers. In the later stage, we will also send small gifts to designers to increase mutual affection and strengthen Due to channel stickiness, designers will prefer our cooperation method. For new designers, I will pay more attention to the first few orders of cooperation, and the service quality will be higher. I will visit them in person and bring some gifts to express my feelings.
As a new brand in Harbin, No. 1 needs to quickly gain recognition from designers. We will also hold designer awards in stagesIn addition to material rewards, we will also build a communication platform for designers. We will organize designer salon activities in stages, inviting about 30-50 people to each event for brand promotion; we will also continue to organize some social activities such as skiing and study tours. By going back and forth like this, the designers gradually deepened their impression of our No.1.
p.10 Harbin No. 1 Smart Selection Exhibition Hall
p.11 Harbin No. 1 Smart Selection Exhibition Hall
04 SERVICE-ORIENTED< /span>
"The ultimate height of high-end brands"
LEADER HAERBIN
Select reason
Q4: Mr. Shan, you have returned from abroad. How do you think imported bricks can be better integrated into the Chinese market?
Shan Meiyu: Italian and Spanish ceramic brands, their focus and respect for originality are worth learning from. They not only regard ceramic tiles as a material, but also integrate artistic aesthetics into them.
I'm in VancouverWhen I was studying in China, Western countries pursued a more relaxed, comfortable, and high-quality lifestyle, which deeply affected me. After returning to China, I clearly felt that as China becomes the world's second largest economy and globalization of the Internet, The young people of our generation have increasingly higher requirements for the living environment, and the different lifestyles of China and the West are gradually converging, so it is easier for imported bricks to integrate into the Chinese market. In fact, this is consistent with the concept of "International High-end Product Platform" of No.1 Smart Selection, so I hit it off with No.1 Smart Selection!
The brand positioning of No.1 is high-end, a professional and ultimate brand. I hope to bring the lifestyle experienced abroad back to China. I believe that to be No. 1, we must use a different way to operate, and it must be ultimate and high-end. I like the No.1 brand very much; at the reception of the No.1 store, we are equipped with Italian handmade freshly ground coffee; in the design service, we will use 3DMAX professional rendering software to provide customers with design plans regardless of the cost; in the proposal When the time comes, we will produce professional PPT explanation plans.
p.12 Harbin No. 1 Intelligent Selection Showroom Bar
p.13 Harbin No. 1 Intelligent Selection Exhibition Hall Living Room
As the "Third Generation Tao" and "Representative of Returnees" in the No. 1 dealer group, Shan Meiyu not only inherits the inheritance from her father's generation, but also has her own new marketing thinking. For her, choosing a brand is choosing a platform. She not only hopes that the No. 1 Smart Choice platform she chooses can grow into a towering tree, but also hopes that she will be a "strong branch" on this big tree.
