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    Home > Coatings News > Paints and Coatings Market > Wang Tongxiao: Sell paint like cosmetics

    Wang Tongxiao: Sell paint like cosmetics

    • Last Update: 2021-07-24
    • Source: Internet
    • Author: User
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    In December 2015, at the China Marketing Ceremony and China Enterprise Marketing Innovation Award Ceremony, Jiren Lezhuang focused on happy marketing in the "post-wall" era.
    It used the concept of selling cosmetics to manage home accessories and subverted the home furnishing industry.
    Tradition, created a new model of O2O home makeup, which stood out from many well-known shortlisted companies and won the 2015 Most Shared Value Home Business Model Award.


    When delivering his acceptance speech, Wang Tongxiao said that Jiren Lezhuang just created home cosmetics just like Apple created a smart phone, and brought home decoration into an era of fast-moving consumer goods, allowing a user-led happy experience to enter Thousands of households, incidentally, make a small contribution to the decline in China's divorce rate.
    Since 2016, Jiren Lezhuang is about to replicate in the national market.
    Hundreds of first-round business partners are approaching and landing, sharing the happy interactive marketing based on O2O and exploring the great value of the home market.


    As the founder and CEO of Jirenlezhuang, Wang Tongxiao devoted all his 17 years of insights and experience in the industry to Jirenlezhuang.
    Based on the traditional industry, based on O2O, Wang Tongxiao created the home beauty makeup of Internet + home improvement.
    Integrated services.
    Faced with the huge demand for home improvement, the scattered gaps in the original traditional market are far from being able to meet consumer home improvement needs.
    Jiren Lezhuang is positioned as a "home makeup customization service agency".
    With the strong financial support of behind-the-scenes capital, the Institute of New Materials provides The technical support of the mobile Internet and the big data support of the mobile Internet organization have opened a new era of wall makeup.


    Whether it is the "Happy Basic Law", the upcoming Jigochuangke.
    com and offline "Lezhuang World Pavilion", or the "Jibaike" private customization system established with the help of big data, Jiren Lezhuang promotes it through Internet tools and O2O The innovation of traditional business models creates an extremely happy home improvement experience for users.


    The new era requires new ideas.


    Wang Tongxiao believes that "formaldehyde-free, healthy, environmentally friendly, scrub-resistant, and artistic paint" is the label that almost all paint brands currently demand for users.
    These requirements are the most basic to consumers and belong to the standard configuration.
    These functions are only The most basic guarantee of decorative materials does not bring real happiness to users.
    What can bring happiness to users must be other characteristics beyond these functions-such as spiritual attributes.


    "Ten years ago, manufacturers could use these to communicate with users, but 10 years later, if they still use these to communicate with users, it will definitely die!" Wang Tongxiao also likened the wall to the face of the house.
    Jiren Lezhuang’s mission is to customize different “themed spaces” for the home, and to “make up” this wall to make the home happier and the owner more face, and more There are fans, Jiren Lezhuang is therefore positioned as a "home make-up custom service agency.
    "


    "Selling" is happy, about the market space of Jiren Lezhuang


    With Jirenle Cosmetics, paints can be sold like cosmetics.
    Of course, the key factor in selling paints like cosmetics is the product itself and user participation.
    Channels are the key factor in its realization path.


    On May 29, 2016, at a "High-end Manufacturers Zero-distance Exchange Conference" in Shunde, Guangdong, Wang Tongxiao released the Jiren Lezhuang business model, personalized products and brand new products with the theme of "Roads and Dreams" for the first time.
    Distributor business partnership system, etc.
    , aroused enthusiastic response on the spot.


    New products, new routines, new models, so how does Jiren Lezhuang work? Jiren Lezhuang will implement the "Peerless Shuangjiao" AB plan, that is, to absorb a few well-known paint brands as "strategic partners", and to accept the best of channel merchants as "business partners.
    "


    Why choose this kind of strategic deployment? Mr.
    Wu, the happy director of Jiren Le Cosmetics, said that the new normal of China's coatings industry must rely on new product iterations or new model innovations.
    Ji Ren Le Cosmetics’ "Tear-Home Color Film" is not only a blessing for channel merchants.
    Moreover, forming a strategic cooperation with paint manufacturers will serve their distributors in batches more quickly, which is a blue ocean market for paint practitioners to explore profit growth points.


    As we all know, people have two basic needs: one is the need for survival, the other is the need for development, and the personalized demand market is extremely huge.
    According to the results of the consumer survey in 2015, 85 and 90 of the mainstream renovation at this stage The post-crowd pays more attention to product participation and experience, so whoever seizes a place in this consumer market first will become the biggest winner in the personalized era.


    At present, the cooperation model of Jiren Le makeup manufacturers is a pioneering 2.
    0 business partner model, that is, based on the thinking of serving users and fans together, manufacturers do not sign annual sales completion contracts with distributors, and even strictly limit distributors to make more inventory.
    It is to integrate the existing channel resources of dealers and jointly serve the happy experience of users.
    Who can turn fans into users, who can serve users well, is the business partner of Jiren Lezhuang and enjoys the dividends of corporate development.
    Distributors who have cooperated for one year have passed the "Annual Avenue of Stars" evaluation and have reached a certain star level, and they can transfer certain shares of the company to become a shareholder partner of the company.


    Setting up a platform, creating rules, attracting fans, and re-participating, this seems not to be the mode that ordinary traditional paint companies do.


    Wang Tongxiao said, “We hope that distributors or executives and the company will form a happy community to serve the user experience together, so that users can make their work more fun and enjoy life, and at the same time make the business bigger.


    On June 29th, Jiren Lezhuang will hold the "First Oscar Celebrity Ceremony" in Taihu Lake, Suzhou.
    "Happy King" Wang Tongxiao and Jiren Lezhuang will embark on a new journey.
    In the post-home improvement era, what kind of surprises will Jiren Lezhuang bring to the coating industry and consumers born in the 85s and 90s? This question, let us wait and see.
    (Source: Global Coatings Network) (For more information, please log in: Global Coatings Network http:// )

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