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Industrial Products Marketing Research Institute and Xinyi Glass Holding Co., Ltd. carry out long-term bundled marketing training

Click times: 2895 release time: 10:09:09, November 5, 2019
[training content]
        "Team business negotiation skills improvement", "sales team cooperation and classic case analysis", "Key Account Senior Public Relations"

        [training time]
        2017-2018

"Teaching site"



        [customer profile]
       
        Founded in 1988, Xinyi Glass Holding Co., Ltd. was listed on the main board of the Hong Kong Stock Exchange (Stock Code: 00868hk) in February 2005. It is a leading integrated glass manufacturer in the world. Products cover high-quality float glass, automotive glass, building energy-saving glass and other fields. China's nine major production bases are respectively located in the Pearl River Delta, Yangtze River Delta, Bohai Rim Economic Zone, Chengdu Chongqing Economic Zone and Beibu Gulf Economic Zone, with large production bases in Shenzhen, Dongguan, Jiangmen, Wuhu, Tianjin, Yingkou, Deyang, Beihai and Zhangjiagang. In order to open up overseas market, Xinyi Glass invested and built a large-scale production base in Malaysia in 2015. At present, the company has total assets of more than 30 billion Hong Kong dollars, annual income of more than 16 billion Hong Kong dollars, a total area of more than 6.83 million square meters, and about 12000 employees. The group shares are now constituent stocks of the Hang Seng Composite Index, the Hang Seng Composite Industry Index - industry, the Hang Seng Composite Medium and large stock index, the Hang Seng Composite small and medium stock index, the Hang Seng high dividend yield index, the MSCI Hong Kong Small Cap Index and the MSCI golden dragon small cap index.
Xinyi Glass has the leading technical strength in China, and its R & D center was awarded the provincial enterprise technology center in 1997. The company has been committed to the research and development of energy-saving and environmental protection products for a long time. It has successively developed new energy-saving and environmental protection products such as tempered and heat bending Low-E glass, SOLAR-X heat reflective automobile glass, and new products such as HUD glass, waterproof glass, photocatalyst glass, super high-speed train glass and so on.
Xinyi Glass has the leading technical strength in China. The company has been committed to the research and development of high-tech, energy-saving and environmental protection products for a long time. It is one of the few domestic manufacturers that master the technology of ultra-thin electronic glass and ultra white float glass, breaking the monopoly position of foreign countries on this technology.

[course background]
        Looking at the glass manufacturing industry today Changes in the market situation, fierce competition in the industry, to the enterprise sales team caused a certain objective pressure. In this marketing field, it has the characteristics of complex purchase decision-making, diverse influencing factors, extended demand and personnel marketing. The relevant methods and means of key customer marketing have become more and more important marketing tools in industrial products sales. In the marketing of industrial products, the development direction of the relationship between the buyer and the seller is the long-term cooperative relationship pursued by the big customer marketing and even forming the industry value alliance.
Therefore, enterprises pay more and more attention to how to strengthen management, how to improve the core competition of sales team, how to improve team performance and sales performance? In order to improve the team cooperation ability and strengthen the team cohesion, Let the customer's senior management firmly become our supporter and help the students get the order quickly. Establish a long-term cooperation with trust products research institute.


"Case study"


[course content]

        For a long time, the research institute has been making customized marketing training system to meet the needs of Xinyi Glass business according to the current market economic environment, market research data of competitive enterprises and the existing situation of Xinyi Glass enterprises development.
In the process of training, the paper systematically analyzes the key decision-making roles that affect the transaction of large customers of the government, state-owned enterprises and private enterprises from the macro level, and gives the trainees a set of macro layout strategies and methods from the layout of intelligence network, the layout of key personnel, the understanding of the situation, and the breaking of the situation. At the same time, it analyzes the deep-seated original needs of different decision-making roles from the micro perspective to find out the influence Key elements of key decision-makers, and develop strategies and methods for tackling key elements, so that the customer's senior management can firmly become our supporters and help students get orders quickly.
        The training contents include:

        Improve the communication skills of cross department cooperation of sales team;
        Improve the execution of sales team;
        Results management and responsibility thinking;
        How to use C139 control order model to analyze project success rate;
        Public relations and big customer analysis

        How to use business process to analyze and formulate development plan for key nodes of the project to improve the success rate of the project;
        Three requirements of professional sales consultant KBS;
        Professional sales consultant - four levels;
        Five forces model of sales professionalism;
        Sales team composition;
        Four requirements of teamwork;
        Efficient communication within the team;
        Improve the execution of the team;
       ……


"Group discussion"

        Achievement display
On August 8, 2019, Xinyi Glass Holding Co., Ltd. announced its unaudited interim performance for the six months ended June 30, 2019.  
        During the review period, the escalation of Sino US trade frictions brought uncertainties to economic development and affected the global business climate. However, Xinyi Glass can still maintain its leading position in the glass industry. Turnover decreased from HK $778.47 million to HK $778.47 million in the first half of the year. Gross profit was recorded at HK $2688.9 million (first half of 2018: HK $2917.9 million), with a gross margin of 36.1% (first half of 2018: 37.7%). Net profit increased by 5.8% to HK $2124.8 million, with a net interest rate of 28.5% (first half of 2018: 25.9%). The underlying earnings per share were HK $53.1 (first half of 2018: HK $50.0).  
        Despite the changing economic environment, the group continued to lead the market in float glass, automotive glass and low radiation energy-saving building glass in the first half of 1919.
        In the face of uncertain external economic factors and fierce competition in the industry, Xinyi Glass can still stand firm, which depends on the stable and forward-looking global business strategy of the group. Looking forward to the future, the group will continue to actively deepen the business strategy of diversified and differentiated product portfolio, such as expanding high value-added product portfolio such as characteristic glass. Differentiated products accounted for more than 35% of float glass sales in the first half of 1919. In the future, the group will continue relevant strategies to improve the overall gross profit margin of products.


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