Ruifeng Industrial Makes Paint Manufacturers Unstoppable

It is said that manufacturers and agents are co-existent interest communities, but they will not completely maintain the relationship of co-prosperity. With the diversification of marketing methods, agents who have made tremendous contributions to the development of the market have become less obvious. Even if they are as strong as Shanghai Guoruixin watches, they were also taken over by Montblanc in 2008. The authorities forcibly recovered the agency rights. For brands such as Coach and Chloé, they have also received retail sales from Chinese agents in the past two years. There are also many seemingly powerful agents in Wenzhou. In recent years, it has been discovered by the manufacturers that they have “picked the fruit”. In fact, they are actually “weak”.

But also an agent, Wenzhou Ruifeng Industrial Co., Ltd., which has been the agent of Wenzhou for the past 20 years, has been a supplier of “Jiabaoli” paints. Many years ago, the agency’s regional products made it the No. 1 national marketing achievement and remained so far. Do not want to replace it directly. This agent is now not only one of the top four “priests” in China who rely heavily on vendors, but is also strong enough to allow manufacturers to place national marketing conferences in Wenzhou. So what is Wenzhou Ruifeng?

Manufacturers dare not neglect agents Longfang Industrial Zone textile roadside, a six-story building is difficult to pay special attention. The building and its owner, Wenzhou Ruifeng Industrial Co., Ltd., are the headquarters of Wenzhou area, which are highly valued by many big paint brands such as “Jiabaoli” and “Dulux”, and are also a lot of other paint manufacturers who are interested in exploring the Wenzhou market. Focus on the fortress.

Ruifeng Industry and its predecessor, Rifeng Industry and Trade, have been operating in the paint industry for nearly 30 years. They have gradually developed from street paint shops to the leading paint distribution companies in Zhejiang and even East China. They are active and strong in coexistence with manufacturers. s position.

However, the attitude of "Carpoly" can be very different from that of today. In 1992, in order to win the right to get Jiabao Li’s agency, Zhou Saizhen, general manager of Ruifeng Industry, who was only 20 years old, took a large bag of several hundred thousand yuan worth of cash and sat for seven or eight hours. Came to Guangdong, do everything possible to find Garbo CEO, with the sincerity and courage to move the company.

Within a few years after winning the agency, Ruifeng Industrial’s predecessor, Rifeng Industry & Trade, made the sales performance of “Jiabaoli” paint the first place in each region of the country. Since then, where the "Jiabao Li" out of new products, Wenzhou region is bound to push one of the new preferred areas, manufacturers continue to tilt the latest and best resources to Wenzhou. 6 years ago, in order to express its respect and respect for the Japanese Industrial and Commercial Trade, the manufacturer deliberately held a national distributor meeting in Wenzhou, so that agents from other regions could learn from Wenzhou.

Selling finished products and selling more "self-produced" technical services Zhou Sejin often hears that agents that have done a good job are "kicked away" by the manufacturers. The market that has been hard for many years to do business has done "female clothes" for the manufacturers. It's embarrassing to be angry. However, Zhou Saizhen said that she did not have such concerns because Ruifeng Industrial’s ambiguity is not only to sell agent products, but also to “sell” its own brand value-added services around the various types of technical services and support for agent product development and design. She developed Ruifeng Industry into an integrated service provider.

Since 2000, Ruifeng Industrial has established a technical service team of more than 30 people, which provides distributors and customers with the effect of paint distribution, application design, etc. The distributors and customers do not need to spend time and energy. Design the most suitable effect. In addition, the company has also set up a color center to provide deployment and design effects for dealers and customers to test and reference.

Since then, Ruifeng Industrial has established a decoration and decorating company, from the selection of suitable coatings, design and application solutions to the final construction of a one-stop contract, from the sale of technical services, sales programs, etc., to the direct sale of the final design results. In 2004, the company's interior decoration company received the “Class III for professional contracting of architectural decoration and decoration” qualification, and was promoted to second grade qualification last year. In 2009, Ruifeng Industrial also set up a building materials company, from selling services, selling technology to the production of building materials products, and directly selling products that integrate its technical services and application design solutions.

Zhou Saizhen analyzed that some of the agents were easily “fruited” by the manufacturers. The main reason was to simply make a middleman, satisfy the difference in earning the middle price, and fail to create their own value. China's old timepiece Hendry watch, in the import of foreign high-end watches at the same time rely on superb watch repair technology to occupy the market, for decades to firmly control the power of many big-name clocks. Ruifeng Industrial's model is similar to it. At present, under such circumstances, the manufacturer cannot allow Ruifeng Industrial to go away because the manufacturer cannot do or does not do well. Ruifeng Industry is doing it. Vendors are also reluctant to let Ruifeng go because only Ruifeng can guarantee and maintain the market and brand benefits of its products.

Enterprises must also strengthen their irreplaceability In order to increase their voice in the manufacturers, reduce the chance of being replaced or have the opportunity to counter or counter when they are forcibly replaced, some companies will also represent several similar products at the same time, such as domestic high-end The gift agency ALLE has gradually entered more than 10 European writing instrument luxury brands such as Aurora and Montegrapa.

In addition to acting as "Carpoly", Ruifeng Industrial also owns several brands such as "Dulux". The four brands of the first group in the domestic paint industry have mastered two, and in fact, ALLE's "meaning". However, Zhou Saizhen said that Ruifeng Industrial has no intention of continuing to expand the number of agency brands. On the contrary, it is abolishing the agency rights of several brands with the aim of concentrating the technical service force and enhancing the services of the dominant brands.

The decision of Ruifeng Industrial stems from the conflict between the expansion of the market and the technical team. Acting more brands, the characteristics of different brands of products are not the same, the technical team can not keep up with hidden dangers. In the situation where the technical team cannot expand quickly, Zhou Saizhen believes that there must be a trade-off, so that the existing technical team can concentrate on the dominant brands and continue to strengthen the irreplaceability of the company.

Copy mode, to open up the Hangzhou market in addition to Wenzhou regional agency, a strong Ruifeng Industrial also won the "Carpoly" Hangzhou, Jiaxing regional agency rights, in 2004, the company established in Zhejiang Hangzhou Zhejiang Feng Industrial Co., Ltd., began to focus Open up the Hangzhou market. Zhou Saizhen said that the operation of the Hangzhou market also replicates the Wenzhou model. Although it is more difficult than Wenzhou, it will surely follow.

What is the highest level of agents? Zhou Saizhen believed that it should be the consumer's products that are consumed by the accreditation, and gradually the agents that recognize the products, equate the quality of the products and the service quality of the agents, until they only recognize the service quality of the agents, and first recognize the agents. The brand re-trusted the products it represented. Ruifeng Industrial's goal is exactly the same.