As the market leader, China Construction Fifth Engineering Group Co., Ltd. Henan Company has created the myth that the newly signed contract has increased from 500 million to 50 billion in 7 years (20 13 -2020) with the overall growth rate of the construction industry of about 10% and the compound annual growth rate of 100%! In seven years, he won "the most growing unit in five innings" four times and "excellent team" twice.
What are the "secrets" in the market operation of Henan Company of China Construction Fifth Division that are worth learning by other construction enterprises?
1, advanced concept, innovative marketing
Starting from sincerity, the process is diligent; If you succeed, you will be rewarded; Failure is impermanent, don't regret it.
This is the marketing concept of Henan Company of the Fifth Bureau. We communicate with people with a sincere heart, sincerely, and do our best in the marketing process. If the marketing is successful, we will get timely returns. If we fail, we will not be discouraged. There is no absolute success or absolute failure. The employees of Henan Company of the Fifth Bureau have high loyalty and are responsible for their work. Marketing has failed, and we are under great pressure, and the company will not criticize it any more.
"Looking for projects" turned to "building projects".
Henan Company of the Fifth Bureau has created many projects through innovative marketing ideas. They think that marketing is not "finding projects" but "building projects". They should take the initiative to use the company's ability and resources to solve the core problems for customers, help customers solve the fundamental problems, let customers realize the value of Henan Company of the Fifth Bureau, and let customers unconditionally give you projects, so as to build a brand-new marketing model of "building projects". For example, through cooperation with social financial institutions, we can find the source of funds for Party A, solve the funding problem of Party A, and thus promote the project process. At present, there are more than a dozen financial institutions that have maintained long-term and stable cooperation with Henan Company of the Fifth Bureau.
Three kinds of management: project management, customer management and market management.
Henan Company of the Fifth Engineering Bureau proposed to realize three kinds of management, and the management project is the basis of enterprise management. To solve the survival problem of the company, it is necessary to do a good job in project signing, performance and settlement. To put it bluntly, it is to take the job, do a good job and make money. Managing customers is to provide customers with quality services, serve a customer, acquire a customer, establish a long-term strategic partnership with customers, and let customers provide business for the company continuously; Managing the market is to establish a good image of the company in a region, so that the company has a certain right to speak in the local market, moderately influence the market and lead the market.
2. Regional marketing and all-staff marketing
Deepen the regional market.
Henan Company of the Fifth Bureau believes that regional marketing is a marketing method with the least investment, the highest output and the lowest risk. Whenever we go to key regional markets, we should make the local market mature and thorough, and engage in regional integration with the local market. After the local market is deeply cultivated, it will be easier to carry out marketing in the local area, and companies do not need to worry too much. For example, Henan Company of the Fifth Bureau has done very well in the markets of Xuchang, Zhumadian, Shangqiu and other prefecture-level cities, and every place can receive contracts of about 654.38+000 billion yuan every year, which is the embodiment of regional marketing achievements.
Full service marketing.
All-staff marketing is not to let everyone in the company follow the project and run the market, but to let all employees of the company serve the marketing work. Employees do their best to do their jobs around marketing and increase the influence of the company in the market. No one may hurt or destroy the marketing of the company at work.
Clear marketing responsibility.
In the aspect of project information screening, the headquarters of Henan Company of the Fifth Bureau is responsible for the analysis and screening of project information, determining the projects that need to be tracked, pointing out the direction for subordinate units, which is conducive to front-line marketers to concentrate on marketing work.
In project tracking, we should expand the marketing tentacles, adopt the organization mode of small headquarters and big front line, so that the marketing resources are not excessively concentrated, and make full use of the marketing tentacles of companies, branches and project departments at different levels to make the marketing work more comprehensive and grounded, so as to better and quickly grasp the progress and changes of the project and respond to the demands of the owners in time.
In the aspect of project implementation, the project manager has frequent interaction with people at all levels in the project location, and has wider resources and better results in the acquisition and landing channels of project information. At the same time, in order to ensure the project landing, the project manager must make the project performance better and better, so as to gain the recognition of potential customers. Therefore, the company stipulates that full-time marketers are not allowed to follow old projects, not allowed to follow mature fields, and only allowed to explore the blue ocean. The project manager is responsible for tracking old projects and projects in mature areas. The marketing of the Fifth Bureau Henan Company has changed from relying on leaders to relying on project managers now, and the contract amount completed by project managers accounts for 80% of the total contract amount of the company every year.
3. Bottom line marketing and quality marketing
Don't cross the red line, don't lower the standard, and don't take it for granted.
Henan Company of the Fifth Bureau put forward that the marketing quality and marketing system should be "three noes", and "not crossing the red line" means not doing anything illegal, disciplinary or illegal in the marketing process; "Not lowering the standard" means not lowering the standard in terms of business terms, engineering requirements and quality requirements of the owner; "Don't take it for granted" means don't simply believe in the relationship between the intermediary and the owner's verbal commitment, and don't look at anything so perfectly.
Create a negative list.
With rich practical experience, Henan Company of the Fifth Bureau established a negative list, determined which projects were acceptable and which were unacceptable by its own judgment criteria, avoided risks from the source, avoided accepting projects with "congenital deficiency", reduced the probability of bad debts, and ensured the normal and healthy operation of the company's cash flow.
Assess the situation and pay close attention to political ecology, capital flow and policy orientation.
In view of Henan 18 cities, Henan Company of the Fifth Bureau studied and quantified the development cycle of each city, and took the urban development cycle and the main leaders of local governments as the criteria to measure whether they entered the regional market or not, seeking the greatest opportunity for enterprises to undertake engineering construction projects. Keep a close eye on national policies and capital flows to undertake corresponding projects. Industrial projects without national policy support are not involved, and engineering projects without capital flows are not undertaken to avoid operational risks.
A good political ecology means that leaders have responsibility and political achievements. There are many engineering opportunities and relatively high-quality projects in these places. Henan Company of the Fifth Bureau mainly focuses on the referendum projects of the government or government platform companies. Most of the projects are under construction by the government (or government background), and the ratio with real estate projects is 8:2. Government projects are generally infrastructure or major livelihood projects, and the payment conditions of project funds are relatively good.
4, customer first, perfect performance
Sincere and kind.
Henan Company of the Fifth Bureau solved the marketing problem with "external sincerity". They believe that sincerity, kindness and honesty are the highest emotional intelligence in dealing with people. Only sincerity can make others accept you, which is the first and most critical step in marketing.
Put performance in the highest position.
Henan Company of the Fifth Engineering Bureau firmly grasps the core elements of serving owners, attaches great importance to performance, and strives for "perfect performance" to help and promote the development of owners. Generally speaking, "fulfilling the contract" means "doing the work well", which is the most basic quality and basic skill of a construction enterprise. If this basic skill is ignored and marketing is carried out quickly, the cart before the horse will be put, and the marketing team will enter an embarrassing situation with half the effort.
Henan Company of the Fifth Bureau has always adhered to the requirement of "resolutely doing a good job", and projects with poor performance due to their own reasons are not allowed. In the seven years of rapid development, there have been no complaints from owners, and almost no owners' leaders have called to say that there is something wrong with their work. Therefore, the phenomenon of "it is not so difficult to take over the project" appeared in the mouth of Henan Company of the Fifth Bureau. Many projects are actively sought by customers. The main responsibility of marketing management undertaken by the company headquarters is to "determine which projects are not accepted" rather than "determine which projects are accepted". You can choose the first batch of high-quality projects in the regional market and really drive the market to the extreme.
Continue to be a good person, fulfill the contract and accumulate market reputation and network resources, which is the fundamental guarantee for the sustained and rapid development of Henan Company of the Fifth Bureau. Win the owner's satisfaction and realize the market continuation; Win the government's satisfaction and enhance the brand influence; Win the satisfaction of the company and gain a broad stage; Win employee satisfaction and release talent bonus.
5, rewards and punishments, timely cash.
Only talk about performance, fair and reasonable.
Henan Company of the Fifth Bureau has achieved the greatest fairness in selecting and employing people. The core lies in the fairness of opportunity and starting point, so that those who have little contact with leaders have fair promotion opportunities. At the same time, this fairness should emphasize the result orientation and performance orientation. In Henan company, it has always been "income depends on contribution", "promotion depends on performance" and "opportunity depends on ability and character".
Henan Company of the Fifth Bureau ranks the "Dragon and Tiger List of Project Managers" every year, and takes the project category, amount and other achievements as the conditions for the promotion and salary increase of project managers, so as to consolidate the marketing foundation while ensuring fairness.
For the marketing reward led by the project manager, the branch company and the company * * * set aside 30% as the marketing reward of the two-level organs, which ensured the income and enthusiasm of the front-line marketers, promoted the support of the organ personnel to the front-line marketers, and enhanced the enthusiasm and cohesion of the marketing team.
Timeliness is greater than fairness.
In terms of incentive measures, Henan Company of the Fifth Bureau adheres to the concept of "timeliness is greater than fairness", sets the conditions for cashing marketing rewards, and cashes them in time when the conditions are met, so as to maximize the incentive effect of cashing marketing rewards and ensure the quality and quantity of incentives from the system.
Excellent marketing methods can be used for reference, but not copied. A marketing method can have a good marketing effect in one enterprise, but in another enterprise it may need to be adjusted according to the business situation of the enterprise and the different regional market environment. Excellent marketing methods are not static, but should conform to the market. A marketing method can play a very good role in the current construction industry background, but it may not be effective after five years and ten years, and it needs to be adjusted according to the changes of market environment and customer demand.