Three workers are building a wall on the construction site, and someone asks them what they are doing. The first person is not angry and says, "Wall building, haven't you seen it?" The second person smiles and says, "We are building a high-rise building." The third person is smiling and says, "We are building a new city. Ten years later, the first person is still building the wall, the second person has become an engineer, and the third person is the boss of the first two people." Zhang Yumin, Vice Chairman and General Manager of Weber New Energy Company, shared at the 2015 marketing conference, "The size of the pattern will determine how far we can go in the future.


To strengthen a brand, it is necessary to expand the scope

Life is like this, so is building a brand. To strengthen and expand the Weber brand, it is necessary to enlarge the scope. General Manager Zhang Yumin, who has a pragmatic style, has a clear understanding of the current situation of the Weber brand. He analyzed that "in the field of water heaters, Haier, Midea, and A.O. Smith are the first camp, leading the way; while Weber and other brands are obviously the second camp. With their product advantages, Weber is half a step ahead in the second camp. Although Weber is currently the leader in the second camp, in the eyes of consumers, there is only a distinction between famous brands and miscellaneous brands. Weber is not yet a famous brand, in other words, the king of miscellaneous brands, so we are still far from the first camp. This distance is what I call 'Tianhe'.


Crossing the Milky Way requires manufacturers to join hands

  How to cross the Milky Way and catch up with the first camp? How to go from a miscellaneous brand king to a famous brand?

General Manager Zhang Yumin continued, "Back then, Haier, Wanjiale, and Xinfei could quickly establish their positions in the minds of consumers through television advertising; today, even if Weber adopts the same approach, it cannot become famous overnight. To achieve a career or a brand, it requires the three elements of timing, location, and people, all of which are indispensable. The historical nodes where Haier, Wanjiale, and Xinfei are located have long passed. Therefore, in order for Weber brand to cross the Milky Way and move from a miscellaneous brand king to a famous brand, it requires time, accumulation, team cooperation, and the whole value chain to work together and grow together. This is the 'division of labor among manufacturers' that I want to share today.

Division of labor among manufacturers, that is, factories focus on branding and products, do a good job in brand promotion, and produce high-quality products; Agents are rooted in channels and sales, do a good job in channel layout, and focus on sales. Although China's economy has entered a new normal and is in the throes of structural adjustment, many home appliance brands are reducing their market investment. However, Weber Company's investment in the market in 2015 will continue, and the support policies for the four major modules of landed price model, installation fee settlement, maintenance fee settlement, and terminal construction will not change; At the same time, the company will strengthen advertising investment, enhance product development, and improve the operational capabilities of agents, comprehensively improving from three aspects: promotion, research and development, and operation.

The competition between enterprises is not just a competition in a certain link, but a competition in the entire value chain, and the comprehensive competitiveness of the entire value chain determines the competitiveness of the brand. Therefore, regardless of the economic situation, only through division of labor and cooperation among manufacturers can both parties achieve a win-win situation and jointly realize the Weber Dream.