The reform triggered by the national "double carbon" policy has made an examination for china's door and window industry. However, the royal doors and windows welcomed 2021 with the attitude of an innovator. The vicissitudes of the sea show the true colors of heroes; how did he "break the situation in adversity"? How to run and win?
On January 10, CCTV Discovery Tour channel focus pioneer list column specially planned a program-- A good door and window guard every one, cctv famous host shui junyi dialogue chairman zhu fuqing of royal doors and windows, share his hands on the way to change and break through the waves, see clearly the "trap" and "pie" of the door and window industry, and explore the brand strategic direction and market operation under the new situation.
Working silently: Looking for a new way out for low-frequency consumer goods
in the impression of most people, doors and windows belong to low-frequency products, and it is common for users who buy them at a time and do not change them for ten years. Therefore, the quality of doors and windows in the market is uneven, there is no particularly prominent door and window brand on the market. As for the emperor's "past life and present life", zhu fuqing, chairman of the emperor's doors and windows, said: "from the beginning, the emperor's faction has also experienced several years of trial and error and accumulation, this gradually explored a feasible road, and finally founded the" royal "brand in 2007, that is, the current Royal doors and windows."
shui junyi was quite curious about how the doors and windows of the royal school opened the market. Zhu fuqing said: "we should start with the product quality first, and first adopt intelligent factory production to ensure more stable product production; the second is to introduce the world's leading manufacturing technology to make the comprehensive performance of sound insulation and heat insulation of products leading and more durable nationwide; The third is to establish its own independent research and development team to integrate products with intelligence, digital and other new technologies are combined."
by comprehensively upgrading intelligent production, quality control, independent research and development and innovation, zhu fuqing systematically innovated the products and realized five-star upgrade of services, which not only realized the breakthrough of competition, it has become a leading brand in the door and window industry, and has led the national sales volume for three consecutive years.
Be sure to move forward: build a unique core competitiveness
speaking of brand building of door and window industry? Shui Junyi asked: "How can the Royal School be unique among many brands?", Zhu fuqing, chairman of royal doors and windows, said frankly, "brand construction is a way to make doors and windows unique. Now consumers' door and window needs are developing towards diversification and high quality, but for the knowledge of doors and windows, cognition is still very elementary."
therefore, since the beginning of its establishment, zhu fuqing began to pay attention to the brand construction of "royal doors and windows" and took the initiative to shoulder the banner of leading the development of the industry; In terms of products, conform to the trend of aesthetic upgrading; In terms of brands, plus-sized brand building delivery; In terms of service, the industry is the first five-star installation service. It is also through such a series of brand construction that the brand is implanted into the minds of consumers, which makes consumers think of doors and windows when they think of the royal school, and also makes the royal school doors and windows have a place in many brands.
Seeking reform: establishing five-star standards and improving service systems
when talking about the "five-star installation standard", zhu fuqing, the chairman of the royal doors and windows, always feels very proud." our industry is the first five-star installation service standard to form a five-star installation service team. To build a professional, standardized and branded service system to provide consumers with the best solutions for product installation and maintenance in the whole process, all-round, more convenient and five-star."
huangpai launched the five-star Installation Standard in July this year, which was the first industry around consumer protection. It created a new service model of six service modules and fifteen service nodes, deepening the service granularity for each consumer, launch a more detailed service system to protect every royal consumer.
Pursuing Excellence: Redefining the quality of doors and windows
the consumption data report of doors and windows industry in 2020 shows that 52% of consumers have troubles in using doors and windows; The industry has a common understanding that when consumers face the problem of door and window purchase, first of all, we must choose big brands, and big brands can be guaranteed.
Second, it depends on whether it has systematic service power. "Three-point products, seven-point installation", doors and windows, as an important part of the exterior wall of the building, are truly linked with consumers after sales. Only the brand of doors and windows with systematic service power can guarantee delivery and after-sales service; looking at the product power again and again, only when the product technology is excellent can the rights and interests of consumers be truly guaranteed.
In fact, the Royal Doors and windows are used brand + service + service" finally win the trust of consumers. It is reported that in recent years, Royal doors and windows have continuously combined products with new technologies such as intelligence and digitization, and achieved the joint promotion of new products and services through product innovation, like victoria compression sliding window, which was newly promoted by the emperor in August this year, combined with two window-type advantages of push-pull and flat-open, it greatly improves the sealing performance of the product and prevents heat loss caused by air convection inside and outside the room, improving indoor living environment has positive significance for building energy conservation.
Help environmental protection: actively implement the national "double carbon" policy
in the work report of the government of the State Council in 2021, it was pointed out that the work of carbon peak and carbon neutralization should be done well. In fact, china's building energy consumption accounts for more than one third of the total social energy consumption. Building doors and windows, as the weak part of building thermal insulation performance, vigorously developing energy-saving doors and windows provides a way out to reduce building energy consumption, especially under the implementation of the new national standard for aluminum alloy doors and windows, the door and window industry has taken a big step towards standardization and standardization.
Zhu Fuqing, chairman of Emperor school doors and windows, told Shui Junyi: "In the past, our focus was more on making products, making more products and making better products; with the growth of our individuals and enterprises, the scale of the company is gradually expanding. We began to think about whether we can contribute to the society?"
this year, royal doors and windows launched a series of new products, which comprehensively upgraded the profiles, sound insulation, water tightness, air tightness and wind pressure resistance of doors and windows. His hope is to satisfy consumers' yearning and pursuit for beautiful living, at the same time, to stimulate the thinking of various brands on sustainable development, and more hope is to boost the development of the door and window industry, make positive contributions to the future of the Earth through practical actions.
Creation Era: pushing the door and window industry to a new level
royal doors and windows firmly believe that strategic clear focus and powerful products are moats that make the brand invincible. Royal will continue to devote itself to iterating high quality products for consumers, developing smart home products, upgrade consumer services, fully open the home IoT model and other innovative models. And combine various consumer experiences to create customer stickiness and satisfy consumers' yearning and pursuit for beautiful living.
In the future, digitalization and intelligentization of the industry are inevitable trends. Zhu fuqing divided the strategic goal of imperial doors and windows into three steps. First, the royal faction should take the lead in completing the combination with intelligence and digitalization to lead the industry upgrading; Second, strengthen quality assurance, give priority to quality and safety prevention, and focus on improving product quality competitiveness, strengthen the quality management system; Third, efficiently integrate resources, and in the future, the value of supply chain management will be improved by marketization; Reform and innovate the system, integrate resources, strengthen the platform, and lead the industry in the efficiency of factory organization.
Next, the emperor will product Power, brand power, and service power the three dimensions are continuously upgraded and optimized. In order to devote oneself to the layout of the door and window industry, continue to work hard, practice the mission of creating a healthy and beautiful living space, promote the door and window industry to a new level, and offer the beautiful living space of the times.
