01. The rapid development of the business of the home building materials industry has put forward higher and higher demands for digital transformation
The home building materials industry is an important basic industry of the national economy, and an important support for improving living conditions, governing the ecological environment and developing a circular economy. Home building materials are a general term for materials used in civil engineering and construction projects, including ceilings, tiles, doors, windows, locks, glass, lamps, floors, bathrooms, wallpapers, etc. Over the years, the home building materials industry has been innovating and developing, and gradually moving towards a stable development direction, smart home products are more and more widely used in the home building materials industry, and the trend of development in the direction of green environmental protection, intelligence, customization, online and offline integration, Internet + home furnishing is becoming more and more obvious. The application of Internet technology is gradually changing the way of production, sales and service, and in order to achieve the business goal of "stabilizing growth, maintaining profits, and promoting breakthroughs", enterprises have put forward higher requirements for new and old business innovation and research and development, efficient business mining, excellent supply chain operation capabilities, and digital empowerment. Building an integrated marketing and service platform will become the most important driving force for business growth.
02. Problems faced by the sustainable and healthy development of the home building materials industry
The home building materials industry often has problems such as cross-regional, project refinement cost control, information asymmetry, customer reputation, customer churn, etc., and at the same time, the specific difficulties of different industry forms are not the same:
a) Engineering project type: real estate projects, hotel projects, office building projects, supermarket projects, factory projects
- Duplicate reporting: Duplicate and false reporting of projects, making it difficult to determine the true ownership of the project;
- Uncontrollable process: Unable to see the project follow-up process in real time, and the conversion rate of leads and projects is low;
- Lack of evaluation: lack of process control from plan > product selection> gross profit analysis> plan adjustment and project profit as the core;
- Inefficiency: demand and inquiry> order BOM> customization and pricing> shipment and receivable > expense write-off, business disjointed;
b) Circulation monopoly type: specialty stores, franchise stores, dealers, distributors, terminals
- Channel development: lack of refined management around the whole life cycle of dealers and specialty stores;
- Business data: The business data of circulation channels (orders, activities, sales, inventory, explosive products, commissions, rebates, etc.) is collected and sorted with a huge workload, and the information lags behind;
- Cost control: The marketing expenses of dealers and terminal stores are high and the input-output ratio cannot be effectively calculated;
c) Membership system of different industry alliances: designers, water, electricity, oil and carpenter, property companies, building materials distributors, home improvement companies
- Membership management: how to recruit members, manage members' dynamic and static information;
- Precision marketing: how to capture the consumption characteristics of members and conduct precise marketing;
- Satisfaction: How to improve member satisfaction and life cycle contribution value;
d)大客户型:OEM、ODM、海外品牌商、海外采购商
- Customer portrait: how to carry out multi-dimensional and all-round portrait management for key customers;
- Teamwork: how to cooperate with R&D, technology, quality control, and business to grasp business opportunities and form mass production orders;
- Overseas customer expansion: how to expand new domestic and overseas customers more effectively.
03. Standardize the end-to-end business process of the enterprise and build an integrated platform for win-profit and marketing services
Fanxiang provides customer-centric integrated solutions for marketing services, effectively improving and solving the management difficulties of marketing, service, organization and data visualization; Through the unified management of project-based information in the process of business, marketing, service, ecology and other business activities, it realizes customer-centric, business spindle as the main line, aligns revenue, pulls through multiple fields, the process is transparent, and the results can be traced.
1) Customer management
Through the classification and grading mechanism, we match differentiated marketing service resources to ensure the sustainable development of high-quality customers; Perspective customer view, understand customer cooperation project information, contact information, market activities, etc., form a unified management of customer resources, build a 360° panoramic view of customers, and maintain follow-up frequency and strategic follow-up with customers.
2) Marketing activities and lead management
Full coverage of multiple types of market activities, expanding the entry of leads into the bell mouth, and at the same time, the source of leads can be traced and analyzed, which can support the optimization of market activity investment. From the front-end promotion manager to the back-end dealer through system management; Form a complete information chain and effectively track each information processing closed loop.
Through effective follow-up and processing of leads, salespeople can understand the needs and intentions of customers in a timely manner, thereby improving the lead conversion rate. Through the analysis of lead sources and conversion rates, we can help enterprises find the optimal channel sources, so as to optimize sales strategies and improve sales performance, and provide data support for decision-making.
3) Bidding & Bidding Management
If you don't choose the right one, your efforts will be in vain, and choosing the "right" project will get twice the result with half the effort. The reality is that there is very little reliable information available on the bidding website, which leads to missed project registration and bidding, resulting in missed opportunities. Therefore, it is of great practical significance for bidding enterprises to grasp first-hand bidding information in a timely manner, which can not only allow enterprises to quickly seize the opportunity in the bidding process, but also realize the refined management of the whole process of the bidding process.
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4) Project process management
Visualization of key information such as the distribution of all projects, project amounts, and phased win rates to eliminate project collisions, and at the same time combine with the project sales funnel to achieve project forecasting; The reporting and review process is automatically flowed, and it is equipped with a reminder-warning-alarm mechanism; The project follow-up process is standardized, automated, standardized and transparent, providing accurate customer public relations guidance and improving the project winning rate.
5) Business contract management
The platform provides the ability to control the performance of the whole chain of the contract, supports one-click transfer of selection information to the contract, clarifies the project address, and subsequently associates it with delivery, so as to avoid fleeing goods and do not need to be repeatedly entered; One-click transfer of contract to order, reduce errors, and associate orders with contracts and project information; Connect to internal financial and other systems to form a financial closed loop, and the business receives dynamic reminders (reconciliation notices, receivable reminders, etc.) at key nodes, collects money in a timely manner, and reduces risks.
6) Project delivery management
According to the project progress and the periodic rolling forecast covering the bottom-up, multi-dimensional statistics based on the original reported data can realize production and marketing coordination, intelligent and accurate prediction, and reduce production costs. Analyze the completion of goals and the achievement of performance, and help enterprises to make project delivery plans and resource allocation in advance.
7) Channel management
By linking manufacturers, distributors and end users, it realizes message sharing and business flow between upstream and downstream enterprises; Through the online and visual control of the whole process of ordering, promotion, rebates, delivery, logistics and reconciliation, the sales efficiency and customer satisfaction have been greatly improved; Through functions such as rebate and account management, the rebate scenario is simplified and the customer account is flexibly deducted, which improves the management efficiency and user experience of the enterprise. Omni-channel digital management improves the accuracy and real-time nature of information, and reduces the time and cost of information transmission.
8) Service management
Based on the service ticket, it can record fault information in a structured manner, quickly recommend solutions, and statistically analyze and feedback product quality; Through mobile customer complaints and satisfaction return visits, we collect and feedback customers' problems and opinions in a timely manner to help enterprises improve product quality and improve their core competitiveness.
04. The rapid development of the business of the home building materials industry has put forward higher and higher demands for digital transformation
1) Improve the ability of refined management
Realize the integration of goals, behaviors and results based on the personnel dimension, real-time goal achievement, online sales behavior, and build a process indicator system to provide a solid foundation for expansion and personnel replication. Focusing on the whole process of business, realize online and standardized project management; Achieve results management to process management, improve business transparency, and promote sales to win deals.
2) Efficient integration of omni-channel business
Adopt online multi-touch points and rely on new media (traditional SEO, WeChat, Douyin, etc.) to innovate marketing models; Through online + offline integration, establish a closed-loop system of product promotion, drainage, sales, precipitation and fission that integrates all channels; The terminal sinks, improves the ability to reach C-end customers, establishes and improves enterprise private domain traffic, and digs deep into the lifetime value of customers.
3) Empower dealers
From the early simple "horse racing" to channel empowerment, the transformation of deep potential; Improve the level of refinement of management, strengthen the cultivation and expansion of high-quality dealers; Through the full life cycle management of pre-sales (product promotion/drainage) - in-sale (business/plan) - after-sales (service/support), the whole life cycle of dealers is actively empowered; It not only pays attention to the coverage of the channel, but also strengthens the unit output efficiency of the channel.
4) Tap the potential of Kaiyuan and diversify the operation
In the case of medium and large B-end customer customization and the increasing proportion of project-based large and medium-sized businesses (head developers, large and medium-sized decoration enterprises, etc.), diversification and full-category transformation are carried out, and the transformation from product-based sales to overall solution capabilities is transformed; Transform from a single-dimensional to a multi-dimensional matrix sales system (multi-BU, multi-product line, cross-selling capabilities).
5) Data-driven decision-making
Through the CRM platform, the digitization of business processes and results is realized, various reports are formed, a business system supported by data is established, and a visual, manageable and controllable "digital management system" is implemented.
6) Enhance corporate efficiency
Connect product, customer, sales order, and payment collection data to avoid duplicate data entry, improve data accuracy and timeliness, and improve business agility.