Red Army spirit, experience Lijia bathroom brand

(Source: "Focus Vision" on page 19)

Foshan Lijia Sanitary Ware Co., Ltd. has two brands, Lijia Sanitary and Tang Cai Sanitary Ware. The full line of products include bathroom cabinets, shower rooms, bathtubs and bathroom accessories; it is led by health and environmental protection and incorporates classic, simple and stylish design styles.

As a professional solid wood bathroom furniture brand, Tang Cai Sanitary Products takes the design and innovation as the driving force and is committed to providing global consumers with “professional quality and luxurious perfect bathroom furniture”. In most of the provinces and cities in the country, there are franchised stores, and the entire line of products enters overseas markets in Europe, America, Southeast Asia, and the Middle East. The annual export volume of bathroom cabinets and shower rooms exceeds 100,000 sets.

Interview guests: Mr. Li Linming, general manager of Lijia bathroom company English name: Foshan Room Sanitary Ware Co., Ltd.
China Manufacturing Network AS Certified Supplier Showroom: http://laahome.en.made-in-china.com

As the general manager of Lijia sanitary ware, Li Linming has a special temperament. He is both a professional manager and a corporate shareholder. In his thirties, he has both the managerial style of modern professional managers and the deep-rooted "Old Red Army" school. At the onset of the financial crisis in 2008, he drastically reduced product lines and promoted corporate reforms; he called on employees to learn the spirit of the Red Army, advocated the "New Oriental" culture, and instilled profound meaning for enterprises and products.

Adopting the “Focus Principle” to escape the financial crisis In 2009, when many companies were hit by the financial crisis, Lijia Sanitary Co., Ltd., with a keen sense of the market, made adjustments to the product line in advance, and thus emerged from the predicament.

At the end of 2007, as the entire product line had just started, there was a certain degree of uncertainty in foreign trade customer orders. If the proportion of foreign trade is too large, once foreign trade falls, it will face enormous difficulties. Prior to this, Tang Cai Sanitary's product structure was 70% of exports and 30% of domestic sales. Therefore, Li Linming resolutely adopted the “Focus Principle”. In early 2008, through shrinking the product line, he cut off other product lines that are currently not the best in the industry, highlighting the core advantages of the product, and tilting all resources to a strong product—bathroom cabinets. Shower room product line. After two years of continuous development of the domestic market, the ratio of foreign trade and domestic trade was finally adjusted in 2010: export 30%, domestic trade 70%, and overall performance continued to grow.

"According to market changes, a reasonable adjustment of domestic and foreign trade production lines, both taking into account common development, only in this way companies can go healthy." Li Linming stressed that with the increase of various costs, the pressure of appreciation of the *** increase, if only relying on foreign trade This business is not far away.

Of course, Li Linming believes that, first, foreign trade can not be lost. It faces the global market and promotes the scale of the company to some extent. Second, when doing foreign trade, we must choose a mature and effective platform tool. “If there are no good tools, it is like taking off without wings. So platforms like China Manufacturing Network, as well as Canton Fair, foreign exhibitions, etc., must dare to try. With good tools, you can do nothing.”

Establishing its own brand and retaking the pricing power Li Linming believes that it is necessary to create its own brand so as to retake the pricing power.

Li Linming, by adjusting the timing of internal and external trade, positioned Tang Cai bathroom furniture as a domestic development brand, introduced a brand consulting company, and fully packaged the Tang Cai brand, forming a standard visual system.

"In the case of enterprise development, if product design, brand building, and channel management are all absent, they only care about OEM processing. Then companies have no pricing power and no future." If a company wants to become bigger and stronger, and For sustainable development, we must take our own brand road. In order to survive, it is possible to make appropriate adjustments in stages; however, if companies want to develop for a long time, they must build a strong private brand in China so that they can become more international.

"Some things can be a little slower, but when you create your own brand, you are not happy. Peers will chase your ass; when you re-turn your head, you have already lost a lot. Creating your own brand is a matter of no delay."

Learning the spirit of the Red Army and uniting corporate beliefs In interviews, Li Linming used to call his management a cadre. He believes that companies must have a unified spiritual support in order to go long-term. Otherwise, even if the boss has the dream of a first-rate company, but other employees do not agree, then this dream is only the boss's personal business, and the staff is misplaced. Therefore, Lijia Sanitary promotes the spirit of the Red Army, advocates the spirit of hard work that is not afraid of suffering, and is not afraid of fatigue. It also advocates the awareness of resolute obedience to higher orders.

At the same time, Huan Nai Household Group, a group company of Lijia Sanitary, has a “senior general training course” for general managers such as Li Linming. At the annual meeting, they will also invite some old and old Red Army to participate in the entire training. Together pay a visit to the spirit of the Red Army.

These initiatives are all conducive to establishing a sense of identity of corporate values, thus ensuring an average annual growth rate of 10%.