Yecheng Shishan ⑩ | Selling villa gates online for over 100 million yuan, how did he do it?

\”In the industry, we are famous for being a company without innovation and without an R&D team.\” \”The boss must be able to bear the loss, come up with a pattern, and don\’t paint the cake. Many people who work here must understand this.\” “Every employee has a car and a house.” “The future of the industry is very variable, but I am optimistic about myself and my company. We have confidence in the team.”…

Zhu Jiesheng, the founder of Foshan Land Rover Metal Products Co., Ltd., who came to Shishan ten years ago and started from scratch, spent more than 1 million yuan this year to build the The outdoor whole-house customized courtyard exhibition hall brings more experience to customers and brings confidence to the industry. In this issue of \”Ye Cheng Shi Shan\”, let\’s hear what kind of story he has.

Zhu Jiesheng.

Seize the platform bonus period

Achieve 80 million yuan in sales

Foshan Land Rover Metal Products Co., Ltd. is mainly engaged in private customization of outdoor whole-house customization. For example, metal products such as villa doors and guardrails are mainly faced by mid-to-high-end customer groups, such as business owners, demolition households, etc. In the past two years, the economy has been sluggish, and such products are no longer in rigid demand, leading to a decline in the industry. Hundreds of companies that customize houses and courtyards have been reduced to more than 100. Foshan Land Rover Metal Products Co., Ltd. is also holding on.

But with the real estate downturn and economic downturn, why invest in building such an experience center? In Zhu Jiesheng\’s words, to move forward in adversity, you must have reverse thinking. The worse the environment, the more you have to do things that others are unwilling to do. You cannot use popular thinking to build factories.

Villa door exhibition hall.

“Building an experience center is an important part of our company’s three to five-year plan.” Zhu Jiesheng said that this year, he divided his customers into three categories. The first category is Taobao customers, the second category is new media customers, and the third category is Taobao customers. The categories are old-to-new customers, and the data are 20%, 40% and 40% respectively. With this data, it proves that the company is in the right direction in building an experience center. Especially since the opening of the experience center in July this year, there has been a significant increase in old-to-new customers. The future goal is to reach 50%, so that the company\’s basic market will be stable next year. .

Employees produce in the workshop.

It can be said that enterprises develop by eating platform dividends. It was established in 2014. In the first three years, I only did simple processing and made orders that others were unwilling to take. There was no profit and it was very hard. After several years of accumulation, in 2017, Zhu Jiesheng began to use the Internet platform to promote and sell, specializing in Taobao and Tmall. He initially invested hundreds of thousands in it, and at the highest investment, he invested more than 2 million yuan. . As of 2021, we have achieved sales of more than 80 million yuan in four years, which can be said to be a stage of rapid development of the enterprise.

By the end of 2020 and the beginning of 2021, when the epidemic began, Douyin began to become popular and became the traffic overlord at the time. Zhu Jiesheng also paid for people to study, established a video department, and earned a wave of traffic on Douyin. With the first two experiences, he realized that any platform goes through three stages, the rapid user growth stage, the high-quality customer screening stage and the saturation stage. The rapid user growth stage is rough development, and you will gain something as soon as you step in. In the second stage, you have to rely on your true skills. In the saturation stage, we will start to try to explore other ways. Because there will be new platforms to replace it.

“This is exactly the purpose of my experience center. After three waves of platform dividends, under the premise that everyone’s consumption is relatively conservative, the road ahead may not be feasible.” Zhu Jiesheng said that in the future The direction of the industry must be to settle down, return to the essence of the company, and create high-quality quality and services. Our reputation is absolutely no problem in this regard. The key is to have more people experience and feel it.

Entrance door showroom

Buy a house or a car?

What are the best ways for enterprises to retain employees?

The vitality of an enterprise is given by its employees, and so is its competitiveness. Created by employees. The company has been established for 10 years and its revenue exceeds 1. 400 million yuan, these values ​​are created by them.

And employees are a relatively low-cost expenditure for a company, so why don’t we treat our employees better? “I think the boss should be able to afford it. Lose money, come up with a pattern, don\’t draw a cake. Here, I go to and from get off work at the same time as everyone else, eat and play together, and organize outdoor team building twice a year. If I work harder and become better for a few years, an annual salary of more than 200,000 yuan is not a problem. For this reason, most of us are old employees and few of them leave. ”

How do companies do this? Zhu Jiesheng introduced that some young people spend money lavishly and may not be able to save much money after working for many years. This requires you to plan well for them, that is, investing and buying. If the down payment is not enough, I will lend it to them without any prompting. They will pay it back whenever they have money. Everyone likes to joke with me: I have made a lot of money after working with you for so many years, but the pressure is getting bigger and bigger. But I know they are happy. After all, they have a house and a car, and they have a greater sense of accomplishment and happiness. ”

Team photo.

When an industry reaches a certain stage of development, it must make breakthroughs. To make breakthroughs, there must be investment. Building a team is a kind of breakthrough. This It is also a reflection of the company\’s emphasis on employee career planning. For example, for the operation of the platform and the filming and production of videos, no one knew how to do it at the beginning. It would have been easier to hire them from outside. However, considering the long-term development of the company and employees, the company decided to spend money on training.

The economy was in recession, and the company shrank from more than 6,000 square meters to more than 4,000 square meters., that means layoffs. The company sets up an e-commerce operations department and arranges some suitable people here. Not only does their ability improve, but it also creates a lot of value for the company.

E-commerce Operations Department.

Combining these points, the company has retained people, and the employees are willing to stay and take root in Shishan. \”After more than ten years of experience, I feel that the business environment in Shishan is very good. Over the years, the government has never bothered enterprises. From districts, towns to villages, many things can be solved in time, especially at the village level. At the same time, The living environment, living facilities, and road transportation are all very good, so many employees choose to take root in Shishan like me, and this is the right choice,\” said Zhu Jiesheng.

Text/Picture Nanhai Media Reporter Li Fuyun