Ou Weiwei Wei Qichao: Strengthening brand building
Wei Weichao, General Manager of Ou Weisi Sanitary Ware
[Wei Qichao]: The situation in the market this year is unexpected. It may be due to the impact of the property purchase restriction policy, as the downstream enterprises of the real estate, the home industry has also been affected. The impact on first-tier cities is greater, but the impact on second- and third-tier cities is lagging behind. For example, Xi'an and Kunming, including the second- and third-tier cities in the developed regions, such as the county-level cities of Jiangsu and Zhejiang, will have better market conditions.
[Reporter]: Will it increase investment in cities in the second and third tiers?
[Wei Qichao]: Because my product features are differentiated and take the high-end route, I will not increase investment in the second and third tier cities. However, the depth of research will be strengthened. I think that regular consumer goods should go to the second and third new cities.
[Reporter]: Will the direction of marketing in the second half or 12 years be adjusted? What kind of direction will it be?
[Wei Qichao]: We are a growth brand. The layout of the market network has just been completed in recent years, so our main economic shift is to help customers grow. Now that the market is sluggish and brand competition is intensifying, the challenges and competition of our dealers are getting bigger and bigger. We will put the domestic marketing focus on the strategy of helping customers grow.
[Reporter]: Will the brand building be strengthened after focusing on helping customers grow?
[Wei Qichao]: Yes, it is mainly in three aspects. The first one is regional brand promotion. In the past, it was mainly a national promotion. Now I hope to refine the market through regional promotion.
Second, the production of products that cater to the needs of different regions, the Chinese market is very large, and the consumption needs in the east, west and south are different, mainly from the three aspects of regional demand, regional settings and regional delivery.
Third, train marketing teams, including training for dealers, introduce some good experiences of mature brands and mature markets, and increase efforts to key service areas.
[Reporter]: I am very grateful to General Wei for accepting our interview.
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