Shrine’s Chief Executive, Dr Huang Yuangeng: sell products than selling services
2014 for Shanghai shrine Communications Limited (hereinafter referred to as poor communications) is lucky for one year. Shrine’s Chief Executive, Dr Huang Yuangeng specifically used the word “lucky” the word is trying to make in the case of a bad economic environment, shrine pass in multiparty communication efforts on this market in Chaoyang, in terms of sales volume and market share achieved in general the average growth in annual business of more than 10%. According to authoritative third-party market statistics, sides in domestic telecommunication market, shrine in market share surpassed China Unicom rose to second place.
Customer demand is the first
Yiqian, shrine like students, some “partial section”, focused on the voice services. But in recent years, comprehensive attack on the shrine in multiparty communications market, in addition to the traditional voice business, complete Web conferencing, webcasting and other operational weaknesses. These new business grew at more than 300%. In addition, at the regional market, shrine also made new breakthroughs, in addition to Beijing, Shanghai, Guangzhou and other cities in addition to shrine communications business has been extended to Jiangsu, Zhejiang, Sichuan and other provinces, and wider market coverage.
Shrine in the industry, pioneered the concept of multiparty communication 3.0, its meaning is IT solutions must be combined with a customer’s business to to the letter. “If you impose the product to the customer, customers must have a resistance, but if you and your client to explain, your solution can help them to improve their business processes, or even performance 1 time, then users will definitely be willing to communicate with you further. “Huang Yuangeng,” says customer endorsement of our multi-party communication 3.0 concept, arguing that it is both easy to understand and makes IT real down to earth solutions, and deliver value to customers. ”
Dedicated consulting team within the shrine. They are usually not from macro-strategic point of view, but from the operational level for the customer FAQ. Huang Yuangeng said proudly: “we are all of the sales people are actually wearing two hats, both sales and consulting capabilities, consultancy is even stronger. Our sales staff in communicating with our customers, pay great attention to understand the customer’s needs and difficulties. We sell is not a product, but a service. Professional consulting is one of the tools for us to win. ”
At present, the shrine has hundreds of successful customer stories to share. These users feel shrine not only to sell their products, but who help them solve their business problems. Therefore, these customers once you have selected the shrine will eventually participating shrine to maintain long-term cooperation. “We usually practice, allowing users to try out our solutions, engage in an activity or cooperation, get hands-on experience with our communications solutions to improve business processes, enhance the efficiency of management capacities. Our position was corporate managers responsible for process and performance evaluation in high degree of recognition. “Huang Yuangeng said.
Domestic communication market is gradually maturing, but compared with foreign countries, there is a relatively large gap in penetration rates. Huang Yuangeng, told reporters that China’s communications market penetration rate is only around 6%, and abroad average was more than 70%. Such a big gap between the reporter was taken aback. However, from another point of view, it also shows that China’s communications market has great potential, also she shrine is not easy and his perseverance in this market.
Huang Yuangeng explained that the reason why there is such a large gap in the market at home and abroad, for a very important reason is that Chinese manufacturers have also focused on the development of technical and functional, to abruptly sell products to customers, and not to care how effective solutions to help customers solve business problems. The end result is that users in China often only had less than one-tenth of product features, and it can not completely solve the business problem.
Many enterprise IT and business departments are independent of each other, both sides didn’t know much about each other’s work and needs, resulting in procurement and application of touch. Businesses accustomed to thinking of IT only as a product, without incorporating it into business processes. This gives smooth communication very inspired. Shrine in the process of communicating with users, more contact with the business sector, the initiative to understand the users ‘ needs, and makes recommendations for users ‘ pain points, details on shrine communications solutions can bring the kind of change.
Shrine communications is positioned to do high-end, enterprise-class, high-value solutions, located in market “pyramid” on top. Smooth communication over more than 50 researchers, annual funding on research and development of the company’s total revenue 3%-4%. Shrine communications product iterations very quickly, especially in areas such as cloud computing, mobile and data have enormous investment in research and development.
Huang Yuangeng said that in order to maintain competitiveness and leading position in the industry, on the one hand, the company will try to close to customers, understand users ‘ needs, the combination of our innovative ideas and solutions, so that customers benefit from on the other, companies will keep track of new technologies change, grasp the direction for future technology development, the latest changes IT brought to the customer.
Cloud brings positive change
Cloud computing, big data, mobile and social networking are common challenges facing ICT manufacturers at this stage. In these new technology trend, driven by many enterprises and industries in countries in transition. However, Huang Yuangeng isn’t worried about future development of the shrine, because communication from the date of birth is associated with cloud, multi-party communication naturally has many advantages. “We don’t need to undergo restructuring, while other companies are moving into coming in our direction. “Huang Yuangeng said that” in the past, we feel alone, but for now, both friends of business competition and in the customers shift toward cloud computing. As the concept of changing customers, the market has expanded, and even government departments are beginning to encourage purchasing cloud services. The rapid development of the market, in turn, promotes the innovation of cloud computing platforms and applications. This creates a virtuous cycle. “In the past, companies used to buy their own products and integrated, and slowly come to accept the idea of cloud and service now. Take the potential of cloud computing, shrine has further consolidated its leadership position in multiparty communication market.
See the shrine’s natural advantage in cloud computing, and Cisco partner to you. In 2013, the smooth communication with Cisco signed a cooperation agreement, the two sides will work together to promote WebEx products in the Chinese market and the shrine speech conference call application, to provide users with better communication solutions and services. Cisco hopes shrine to promote WebEx solutions in China, such as sales, but more important is that Cisco wants shrine to leverage its experience and advantages to help channel of the Cisco business transformation, the shift from simply selling products to selling solutions and services, especially those related to cloud-related services.
“Actually helping channel of the Cisco business transformation is very difficult, because in order to completely change the original marketing ideas, it makes some sales staff was difficult to adapt. “Huang Yuangeng explains,” are even more difficult is that early in the transition, because to be closer to their customers, know-your-customer, marketing costs will rise, and sales income and profits will fall. Such a painful process of change is likely to continue for some time, only those vendors that can persist can truly reborn. “The good news is that, after more than a year of hard work, Cisco’s distributors has dramatically changed, slowly mastered the skill of doing service, shrine also takes this opportunity to achieve their business and market expansion. Huang Yuangeng said future, shrine will continue to help distributors and clients in transition, and to shorten the painful period of transition.
At present, the partner contributions to the shrine’s revenues of about one-third. Huang Yuangeng talked about has select cooperation partners of principles: more close to customer, from customer of needs starting building solution programme; will unblocked news if wants to achieved on itself of beyond, on must relies on cooperation partners, like will unblocked news if wants to in global development business, certainly impossible in each area established himself of team, this will relies on cooperation partners of power; like Cisco such of cooperation partners in IT market has powerful of influence, with these manufacturers of influence, will unblocked news in promotion itself business Shi also will twice.
Expansion of
Shrine has now started IPO journey. “The listing plan being carried out step by step. We certainly hope to become the first domestic listed companies in the field of communication. “Huang Yuangeng said,” listed on the company’s future development will bring a lot of benefits. For example, we will have more funds for product innovation, especially in terms of cloud services, more types of services can be delivered to customers; can broaden the local market and to expand into global markets and solidify market leadership position. In summary, listing to our future business development has brought a great deal of imagination. ”
Expressed full confidence in the future growth of the company at the same time, Huang Yuangeng admits that with the development of business, increasing staff, how to extended organizational structures at the same time without sacrificing efficiency and control is more of a challenge. Poor communications with about 250 people. Huang Yuangeng believe that around 500 people, and annual revenue of $ 1 billion to meet the company’s current development is the ideal size.
Multi-party communication market is a sunrise industry. Compared to traditional IT vendors, shrine facing more opportunities. “Many speak colloquially of communication is communication between enterprises and corporate communications is an eternal topic. Ensure in any environment, conditions, manner, to carry out smooth communication is poor communication mission. The future, shrine will continue with roots in this market. “Huang Yuangeng, told reporters.