Subject to the environment of the times, China's art paint industry has entered a period of pressure superposition and heavy burden, but the head enterprise of the art paint industry, Carberry, has handed over a bright annual answer sheet: not only achieved 40% to 50% revenue growth, a new supermarket 200 a year, brand power has also been significantly improved, and continues to maintain a leading position in the art paint industry.
Recently, Wang Hui, President of Carberry (China), was invited to be interviewed by Coating, along with Carberry's big moves in the past two years, Wang Hui also revealed some including how to attract agents, the development status of Feilong in the base and Carberry's overseas expansion. Let's take a look at how Carberry will meet the challenges of all parties in 2023, stimulate the potential of the brand, and continue to charge the market.
Help the horse to send the whole process, word-of-mouth service is the "real proposition" of investment
"Growth in 2023 is inevitable. According to Wang Hui, in 2023, Carberry will achieve a growth of 40%-50%, focusing on three aspects:
First, the sales team has precipitated and become a team that can fight well, with more than 200 new merchants. The second is to empower dealers through new media operations, and the customer acquisition ability of the To C retail side has contributed more than 10% to the dealers' sales in the country. The third is word-of-mouth service, adhering to the service concept of "helping the horse and sending the whole process", Carberry's word-of-mouth service has formed a bidding and value chain, and the number of dealers in 2023 will increase by more than 230 people.
In the interview, Wang Hui emphasized word-of-mouth and service many times, he said, "From the moment the franchisee joins, from the exhibition hall design, opening activities, to construction training, we must accompany the whole process, so that the franchisee can feel our empowerment for him." In addition, Wang Hui also expressed his understanding of "investment", he believes that "investment is a false proposition", as long as the existing dealers' word-of-mouth service is done, other businesses will naturally come to the door.
On March 20, 2024, Carberry held its 10th anniversary and the 4th Oscars Star Dealer Summit. At the meeting, Wang Hui also repeatedly emphasized the importance of service, emphasizing the core concept of the brand and Carberry's long-standing business creed - word of mouth is the most low-key show-off. According to Wang Hui's introduction at the dealer summit, in 2024, Carberry will be committed to providing a full range of integrated services, "service is not only the cornerstone of word-of-mouth, but also the driving force for business growth".
Wang Hui, President of Carberry (China).
The advent of the Internet era has challenged the paint industry, and offline retail has been difficult to meet the demand for revenue. In this context, Wang Hui chose the path of new media marketing. Thanks to the continuous investment in the new media matrix, the brand awareness, reputation and popularity of Carberry art coatings have been shaped in an all-round way, and the brand value has been continuously improved.
At the 2023 Star Dealer Sanya Summit, Carberry Art Paint reached a new round of cooperation with high-quality traffic platforms such as Douyin, Hongshu, Baidu, etc., and invested heavily to create "the strongest media matrix in the paint industry - Tiantuan Combination", with full matrix empowerment, full chain opening, full time and space assistance, layout of the whole network promotion channels, multiple measures to continue to strengthen brand power, create "high-end art paint wall custom IP", improve customer experience and sales conversion, and help 1300+ offline nationwideThe store creates a closed loop of transactions, enabling dealer partners to acquire customers online and deliver offline.
Trickle down the heart of the army and be the "aldehyde" interpreter of environmental protection
Wang Hui once emphasized, "Enterprises must make products that users need, so Carberry has been promoting environmental protection and color in product research and development, so that good products can speak and walk by themselves." In order to create more healthy and environmentally friendly art paint products, Carberry starts from raw material procurement, technology research and development, etc., and is a practitioner of environmental protection.
Wang Hui introduced Carberry's three "star products" in 2023: eggshell light, nanowall film and reinforcing primer, which account for the company's largest sales. Among them, the nano wall film is a formaldehyde high gold content of the coating product, Wang Hui commented that the wall film is the backbone in the entire field of art paint, is the "invisible champion". The coating has learned that Carberry has 21 major product series, the formaldehyde removal rate of all products is 90.2%, and the antibacterial and antiviral dual-core engine is blessed, tending to zero VOC, and truly escorting the health protection of consumers.
"Three points of material, seven points of construction". On March 12, 2023, the launching ceremony of the "Feilong In" base of Carberry Guangdong Coating Industry College was held to promote industrialization and cultivate high-quality paint and coating talents. Regarding the "Flying Dragon" base, Wang Hui mentioned the key point, that is, the training of military personnel is free of charge. In the view of Wang Hui, who was born in the military, as a veteran, he will not fade after retirement, and if he can create a little more value for the society, he should spare no effort to do it and contribute his strength to the country.
According to Wang Hui, the "Feilong in" base is mainly divided into three functions: one is to meet the needs of Carberry, the second is to provide free training for dealer employees throughout the year, and the third is to provide training for people who want to engage in decoration artists from the outside world. "Feilong" training base has realized the whole process of training from putty layer to surface coating, as well as the training of junior, intermediate and senior engineers, technicians and senior technicians, which will surely cultivate many respected professionals for the art coating industry and let more people love art coating. This not only solves the problem of reemployment for veterans, but also solves many problems of Carberry, such as almost zero complaints about Carberry products in the market.
Don't envy the top 500 and do a good job
When asked whether Carberry's business strategy will be adjusted in the future, Wang Hui replied, "After so many years, it is word of mouth. He said that in the future, it is necessary to strengthen good service, and adhere to the concept of "not envy the top 500 and do a good job", "recruit a business to serve a business, one person is not enough to serve, two people to serve, two people are not enough, two people are not enough, three people." Wang Hui firmly believes that "being friends with time should have a good result." ”
As the leading enterprise in China's art paint industry, Carberry has been at the forefront of the industry since it entered the market in 2014 with innovative products, exquisite craftsmanship and a strong technical service team.
Interview with "Tu Mou", Wang Hui, President of Carberry (China) (right)
The position of the domestic market has been stabilized, and this year, Carberry accelerated its planning to go to sea, met new opportunities for foreign trade development, and strived for Carberry to realize the vision of the world's leading high-end customized coating service provider.
On November 23, 2023, Carberry made a wonderful appearance at the 2023 China Home Life Exhibition in Indonesia, adding a touch of bright color to the exhibition with the advantages of the products of the world's high-end coating customization service providers. The high-value appearance and high-end art paint products of Carberry in this exhibition have been praised and become a hot check-in point of this exhibition, which has gained super popularity on the first day of the exhibition, aroused the attention of the industry, and attracted many domestic and foreign friends and consumer users to come and taste, and was well received. In addition, Carberry currently has stores and agents in Hong Kong, Taiwan, Malaysia and Singapore.
As early as 2018, Kabel has reached a global strategic cooperation with the Italian HARPO Group. For KABEL, this cooperation is of great significance: the global production capacity has been improved, so far KABEL has two production bases in the world (Shunde production base in China, Tigliaste production base in Italy); the products are moving towards the high-end, and the addition of original imported paint has enriched the high-end product line of KABEL; to accelerate the pace of "going out", in the future, Carberry will use the market radiation of the Italian Harpo Group to carry out in-depth cooperation and expand foreign markets such as Eastern Europe and Africa.
From building the "Feilong in" base of Guangdong Coating Industry College, renewing the LOGO, to continuing to "micro-carving", launching "net aldehyde art paint", breaking through new retail, and accelerating the pace of "going out", Carberry starts from consumer thinking, empowers dealers, and firmly grasps the first principle, and the rest is handed over to time, I believe that Carberry can achieve better development in the future and allow more consumers to enjoy a better living life.