On August 19, the “2022 ‘One Heart, One Hundred Million’ Decoration Alliance Press Conference and the Launching Ceremony of the 20th Anniversary of Shengdu Home Decoration” was grandly held in Hangzhou.
In this event with the theme of "One Heart, One Hundred Million, Get Ready and Set Out", Shengdu Home Decoration (hereinafter referred to as Shengdu), which has officially joined Shell, joined hands with 17 leading home furnishing parts brands to jointly promote It is a rallying cry for coordinated development under the new era.
On April 16 last year (2021), the "One Heart, One Hundred Million" decoration alliance launched by Shengdu was announced. FOTILE Group, Oppein Home, Sophia Home, Aopu Home, TATA Wooden Doors, Shunhui Ceramics ·Stone slabs, Xinzhongyuan Ceramics and other eight leading home furnishing parts brands have become founding members. Today, the "One Heart, One Hundred Million" decoration alliance has added Robam Electric, Martian integrated stove, Gujia Home Furnishing, Poly Pipeline, Bunny Floor, 3Trees Paint, Hengjie Sanitary Ware, Marco Polo Tile, Dongpeng Tile, and Nobel Tile 8 brands, members expanded to 18.
While the lineup of the "One Heart, One Hundred Million" decoration alliance has been strongly upgraded, healthy competition among similar brands within it has also intensified. For example, the number of ceramic tile brands has increased from two to five now. As a founding member of the alliance, Shunhui Tile and Slate (hereinafter referred to as Shunhui) stood out from the fierce competition, ranking first in the Shengdu ceramic tile category in terms of sales.
Looking back at Shunhui's development trajectory in recent years and its cooperation with Shengdu, it is not difficult to find its efforts to open up assembly channels and find new driving forces for development.
The general trend is, plan ahead
In recent years, with the wave of consumption upgrades and the reliance of young people on the "lazy consumption" model, dressing up has gradually become an irreversible trend. The strong rise of emerging channels such as complete decoration and real estate decoration has caused the market share of home building materials manufacturers and dealers to shrink significantly in traditional retail channels. In this context, especially since the frequent "thunderstorms" among real estate companies, it has become a consensus that self-contained products may occupy a mainstream position in home building materials sales channels, and many ceramic tile companies have to embrace this trend.
Compared with some ceramic tile companies that have no choice but to enter the whole-installation channel, Shunhui's choice is more prepared and calm.
As early as 2017, Shunhui kicked off its entry into the OEM channel, launching cooperation with OEM companies such as Golden Mantis, Zhongbo, and Monkey King at the headquarters level or dealer level. Shengdu is a representative of Shunhui's many cooperative assembly companies.
In 2017, the Shengdu delegation visited Shunhui Factory in Foshan, Guangdong, and the two parties formally established a cooperative relationship.
In 2018, Liang Deyun, President of Shuncheng Group, and Peng Changhua, General Manager of Shunhui, went to Hangzhou, Zhejiang to participate in the 16th anniversary celebration of Shengdu Decoration.
In 2020, the "Shengdu & Shunhui Study Tour" and "Shengdu China Tour Training Session" were successfully held to further strengthen exchanges and cooperation between the two parties.
On April 16, 2021, the "One Heart, One Hundred Million" Decoration Alliance was officially established; on May 16 of the following month, Shunhui participated in the "19th Anniversary Decoration Martial Arts Conference" in the Holy City as the only ceramic tile brand.
In January 2022, Shunhui won Shengdu’s “2021 Brand Factory Empowerment Award”.
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Laying out the decoration channels in advance, establishing a strategic cooperative relationship with Shengdu and maintaining close communication and interaction are the prerequisites for Shunhui to rank first in sales in the Shengdu ceramic tile category.
Resonance at the same frequency, creating value together
On April 16 last year, Yan Weiyang, vice president of Shell and founder of Shengdu, said in an interview with the media before the establishment conference of the "One Heart One Hundred Million" decoration alliance that Shengdu and eight leading home furnishing parts brands jointly The launch of the "One Heart, One Hundred Million" equipment alliance is based on mutual recognition of strength and common values.
Dissatisfied with the current situation of extremely low satisfaction and serious lack of trust in the home decoration industry, Yan Weiyang made the decision to "make things difficult for myself and achieve success for customers. I am determined to reshape the home decoration industry, which means to reinvent myself, operate on myself, and break the unspoken rules of the industry. A major decision to reshape the industry.” In 2019, Shengdu opened the "Shengdu Laoyan Direct Account" on WeChat, telling customers "I am Lao Yan, the chairman of Shengdu, if you have any questions, please contact me directly", and launched it to address the common "customer fears". Rest assured "Holy City"Ten Promises". In 2022, Shengdu, which has been incorporated into Shell, officially wrote "Ten Fears and Ten Promises" into the contract, truly achieving "true commitment, true performance, and true peace of mind", making decoration no longer like removing a blind box .
Persisting in doing the hard but right things is the secret of Shengdu causing great repercussions in the home decoration industry and growing into a leading decoration company. It is also an important reason why it is favored by Shell.
For Shunhui, the difficult but right thing is to adhere to long-term product principles. At the beginning of its establishment in 1998, Shunhui established the development philosophy of taking product quality as its lifeline. From the beginning to the end, Shunhui insisted on making every tile with the craftsman spirit of excellence and innovation, and thus established a brand image known for its excellent quality.
With the intensification of market competition, Shunhui has extended its product long-termism with craftsmanship as its core to the field of customer service, that is, it must use "Shunhui's good quality" and "Shunhui's good service" to create value for customers.
Shengdu chose to enter into strategic cooperation with Shunhui because of "Shunhui's good quality" and "Shunhui's good service". It is understood that before the formal cooperation between the two parties, due to poor communication in product selection, Shuncheng Group Chairman Liang Youfu, President Liang Deyun and Shunhui General Manager Peng Changhua immediately went to the Hangzhou Shengdu headquarters to resolve the issue. This spirit of attaching great importance to products and customers impressed Shengdu and accelerated the establishment of a cooperative relationship between the two parties.
It can be said that the cooperation between Shengdu and Shunhui is driven by mission and resonates with the same frequency. Both parties hope to jointly create value for consumers and partners by doing difficult and right things.
Shunhui upward, ready to go
At the "2022 'One Heart One Hundred Million' Decoration Alliance Press Conference and the 20th Anniversary Launch Ceremony of Shengdu Home Decoration", Hu Yanan, Secretary General of the Residential Decoration and Components Industry Branch of China Building Decoration Association, Vice President of Shell and founder of Shengdu Guests such as Yan Weiyang, General Manager of the Strategic Investment and Supply Chain Line of Shell Home Decoration, Zheng Shenzhen, and General Manager of Shunhui Marketing Center, Chen Shengyou, etc., expressed their views on the assembly model and "One Heart" from different angles in keynote speeches and forum sessions. 100 million" is the view of the alliance.
Hu Yanan believes that “‘one heart and one hundred million’The purpose of establishing the Decoration Alliance is to solve the pain points of uncertainty in home decoration, and the integration ability of the supply chain is the core competitiveness in the future. With the support of digitalization and the pressure of the entire market, brands must move towards collaboration and integration to form a product-oriented and customer-oriented situation in order to achieve the super fission effect of ‘1+1+1=111’. ”
Yan Weiyang said, "The complete decoration model is a new channel for component brands to create a better experience and achieve higher efficiency. Shengdu Home Decoration and Shell will work with alliance members to create an ecology of home decoration and living, promote the positive cycle of the industry, and achieve internal It is standardized, but externally it is personalized. Provide customers with one-stop, personalized home decoration services to achieve a better home decoration experience and a better life. ”
Zheng Shenzhen said, "The essence of the supply chain is competition. Shengdu Home Decoration and major brands should jointly build a bright supply chain environment. Customer-centered and creating value for customers is the only choice for success. ."
Chen Shengyou said, "The 'One Heart One Hundred Million' decoration alliance is an altruistic alliance with a sense of mission and far-reaching significance. The brand should start from the needs of consumers and provide consumers with one-stop overall solutions. In order to maximize the interests of consumers. Consumers want convenience and efficiency, and their demand for decoration has also transitioned from single to personalized. Shunhui's "Shunhui Pavilion" service and Shunju solution library focus on home decoration. All aspects of design, material selection, delivery, paving and after-sales are a good interpretation of improving customer value." Shunhui's package paving service has been implemented for one year, and the market response has been very enthusiastic. Next, Shunhui hopes to cooperate with Shengdu provides in-depth services for the delivery of finished products, thus having a positive impact on the service system of the building ceramics industry. In addition, he is also confident that Shunhui will achieve the goals and tasks set by the "One Heart, One Hundred Million" assembly alliance.
Industry people who pay attention to Shunhui should have noticed that since 2020, Shunhui has used the four words "Shunhui Upward" as a guide for most meetings and other activities such as the annual dealer (service provider) conference. The theme conveys the valuable positive energy of facing the difficulties as the ceramics and the entire home furnishing industry are facing the severe situation of the cold winter.
Since then, Shunhui has begun to make progress in an all-round way: first, it has accelerated the pace of product innovation, and launched "Wen Ting·Guo" on the basis of star products such as the "Palmstone" series and "Natural Dance" series, which redefines the beauty of domestic products. "Wind" series, high-end rock slab "Dashe Jisi"o; series and DDD full-core "Venice" series, skin glaze series and other new products, are at the forefront of product innovation; second, we have launched a battle to upgrade the brand, using the brand culture "Shun Culture" as the soil and carrier, and successfully The hatched brand IP Shun Xiaoyi not only fully embodies the underlying logic of the brand centered on consumers or users, but also conforms to the trend of brand rejuvenation; thirdly, it launches a new service model, based on user needs and committed to creating for users. New value, aiming at consumers’ home improvement pain points, deeply integrates “products + design + services” to form a one-stop delivery model - “Shunhui Packaging”...
Shunhui is "ready to go" and has the confidence to achieve the goal and mission of the "one heart and one hundred million" alliance, which is naturally inseparable from every solid step of "Shunhui's upward".
In addition to sales goals, Shengdu and 17 leading home furnishing parts brands, including Shunhui, also have a more ambitious goal, which is to achieve a virtuous cycle of win-win for Shengdu, material suppliers and customers. In this regard, many media participating in the "2022 'One Heart One Hundred Million' Decoration Alliance Press Conference and the 20th Anniversary Launch Ceremony of Shengdu Home Decoration" expressed their optimism.
