Yongkang's Hardware Management: Interview with Gao Tingchao, General Manager of Shanghai Ruiqi Tools

Ruiqi - grinding experts, the only high-tech enterprise in China's power tool industry that has both the "China Top Brand Products", "National Inspection-free Products", and "China Outstanding Private Technological Enterprises".

The advantageous geographic location and scientific management of the market, coupled with the advantages of supporting publicity for the first-time access to the moon, have caused many hardware people to flock to it. At the beginning of the business, whoever took the opportunity is the winner today.

Zhejiang Yongkang hardware township, got this name, the reason is also rich in operating hardware capable, Gao Tingchao is growing up in Yongkang, working hard in Beijing, the successful Chaolong young people.

Entrepreneurship twists and turns, successful only in the recognition of the brand in 19 years old Gao Tingchao from his hometown of Zhejiang Yongkang came to Beijing to work, began the hardware experience. After more than four years of study and accumulation, in 1999 he began to rent counters to manage hardware business. The hardships of starting a business can be imagined. The customer said that if only one machine is used, although he only has a profit of ten yuan and eight yuan, he will have to ride a bicycle to send it to others. The business will start like this step by step.

In 2000, due to lack of experience and other reasons, there were operational difficulties. Gao Ting passed the business direction to do toy business. At the end of the year, no gain was seen. I feel very discouraged and plan to go home.

At this time, a friend had to go to the hardware store. At this time, Gao Tingchao, who was planning to go home with a desperation, had new ideas. "I just thought of trying again. It was young anyway. After taking over, I began to do the marketing of Ruiqi Tools until now." Gao Tingchao introduced the situation at that time.

In 2005, Chaolong opened and Rui Qi entered. Gao Tingchao said: “The selection of Chaolong was due to Chaolong’s fame. After more than five years of occupancy, our sales volume has always been the top pick or second place for Rui Qi’s sales in Beijing. Rui Qi’s sales in Beijing (Tianjin also included) There are more than 10 million sales, and we account for about 10%."

Rui Qi's quality determines its survival Rui Qi is a high-end product positioning, such as the price of angle grinder, the general foreign brands are more than 200 yuan, domestic made 160 ~ 170 yuan, Rui Qi is the only breakthrough in domestic tools 200 yuan products can also be seen from this point, excellent quality assurance, not only can become a brand, brand name, but also can improve the value.

In the interview process, customers from time to time asked the price of the goods into the shop or pick up, talking, a middle-aged customers came in. Manager Gao introduced: “Our old customers are coming, huh, huh, he bought Rui Qi 125 angle grinder (site dedicated) has been for seven or eight years, has been used, today is coming to repair the machine...”

"It's true that Ruiqi's product quality is relatively reliable, so we have been using his product..." The customer has said that the original branding tools have gradually been replaced by Ruiqi.

The high manager introduced that in domestic tools, Rui Qi should be the top product, and the cost performance should be higher than other similar products. The most cost-effective angle grinder in hardware tools, other similar products can not be compared with it.

Expanding online transactions Coping with the economic crisis Last year, due to the impact of the global financial crisis, customers were significantly reduced. In order to save costs, some customers do not buy the product. The updated product is used for repairs. Sales decline, business is limited. Gao Tingchao thought of expanding the market and customer base through the Internet. They focused on advertising in industry media and online stores to attract buyers. Unexpectedly, the overall sales volume for the whole year has soared. Gao Tingchao said that honesty and profitability in transactions are the only way to succeed in transactions and attract repeat customers.

During the interview, customers from time to time called and said that they needed to find the product from the Internet and wanted to know how to quickly reach Chaolong Market. The customer who comes into the shop will always ask “Who is the boss, how much is this?” After the answer was answered, “Isn't it cheap?” “You can check online. You can also see the price of similar products and products of the same brand. Look at prices lower than ours?” Bargaining is a buyer's habit, which is common sense in buying and selling.

In the interview, the reporter saw that customers who walked into the store always leave after they have received satisfactory service. Gao Tingchao explained: "I sell all genuine products, so there will not be much price fluctuations, high integrity, and our customers are also relatively high."

With Chaolong's brand diversification and development of homemade tools, Gao Tingchao felt that he could not afford to let go. He said that because many customers respected the psychology and the pursuit of brand names can not be changed. Domestic hardware tools are the top brands of Maofengjiao, and more are OEM and counterfeit products. In fact, many domestic tools have mastered the core technology. If most buyers choose products instead of blindly pursuing brand names, paying more attention to cost-effective, and supporting more domestic tools, they can also allow some powerful hardware tool manufacturers to produce their own products. , reduce the possibility of counterfeiting or branding.

In order to adapt to the market, we must continue to focus on brand management and expand the market to take diversified business directions. Gao Tingchao said.

Xiao Bian Shou Ji Speaking of engaged in the hardware sales industry, many people say that it is very bitter and tired, so the reporter takes it for granted that the successful sales of hardware, must be aged after age 40, strong and strong Han-shaped Han. Recently, in the market saw Shanghai Ruiqi distributor, manager Gao Ting overtime, did not react. He just passed thirty, simple and low-key like an ordinary clerk, of medium build, dressed in general, misplaced and out of spectacle. After the reporter explained what he meant, he said that he would ask questions if he had any questions, as long as he knew how to answer them. In the interview process, there was a fluency of words, and there were customers who came into the shop to buy. When the number of people was not enough, they stood up and received. The customer was sent off and the topic went down. Everything was natural and it was not anxious. Perhaps this is the real external appearance of the hardware's internal quality!