Project background:

Floor nail is a metal product used to fix wooden floors, mainly made of steel, aluminum, copper and other materials. The floor nail industry is a typical labor-intensive industry, which has the characteristics of low technical threshold, low added value, high homogenization competition and so on. In recent years, with the regulation of the domestic real estate market and the improvement of consumers' requirements for wood flooring quality and environmental protection, the floor nail industry is facing difficulties such as declining market demand, rising costs, and compressed profit margins. At the same time, foreign floor nail manufacturers are also increasing their penetration into the Chinese market, using their advanced technology, brand and service advantages, threatening the survival and development of domestic floor nail enterprises.

Customer pain points:

A floor nail manufacturer (hereinafter referred to as the customer) is a veteran enterprise with a history of more than 20 years. It mainly produces steel floor nails of various specifications and models, and its products are sold all over the country. Customers have a certain reputation and market share in the industry, but they also face the following problems:

-The product structure is single, lack of innovation and differentiated competitiveness, and it is difficult to meet the diverse needs and preferences of consumers;

-Backward production process, aging equipment, high energy consumption, unstable quality, resulting in waste of resources and customer complaints;

-weak market development ability, single marketing means, lack of effective brand building and promotion strategy;

-The structure of the talent team is unreasonable, the management level is low, the quality of employees is uneven, and there is a lack of training and incentive mechanism.

Project purpose:

In order to help customers improve their market competitiveness in the floor nail industry, Shangpu Consulting Company (hereinafter referred to as Shangpu) has designed a comprehensive and systematic corporate training program according to the actual situation and needs of customers. The program aims to achieve the following objectives by improving the customer's ability and level in product development, production management, marketing, human resources, etc:

-Optimize product structure, increase product types and functions, and improve product quality and cost performance;

-Update production processes and equipment, reduce energy consumption and costs, and improve production efficiency and efficiency;

-Expand market channels, innovate marketing mode, build brand image and reputation;

-Establish a scientific talent echelon, improve the management level and staff quality, and enhance team cohesion and execution.

Research object:

In order to ensure the effectiveness and pertinence of the training program, Shangpu conducted in-depth and detailed research before the formal training. Research objects include:

-The customer's senior management (general manager, deputy general manager, department manager, etc.), a total of 10 people;

-The customer's middle-level managers (workshop directors, team leaders, technicians, etc.), a total of 20 people;

-100 front-line employees of customers (operators, sales personnel, customer service personnel, etc.);

-The customer's main competitors (domestic and foreign floor nail manufacturers), a total of 5;

-The customer's main customers (wood floor manufacturers, wholesalers, retailers, etc.), a total of 20.

Project Content:

According to the research results, Shangpu has developed the following four aspects of training for customers:

-Product R & D training: mainly for customers' technical personnel and R & D personnel, including the development trend of floor nail industry and market demand research, floor nail product design principles and innovative methods, floor nail product performance testing and quality control. The training methods are theoretical lectures, case studies, experimental demonstrations and group discussions, and the training time is 3 days.

-Production management training: mainly for the customer's workshop director and team leader, including floor nail production process and equipment improvement and optimization, floor nail production plan and schedule formulation and implementation, floor nail production process safety and environmental protection measures. The training methods include on-site observation, practical operation guidance, simulation exercise and experience exchange, and the training time is 2 days.

-Marketing training: mainly for the customer's sales staff and customer service personnel, including floor nail industry market pattern and competitive strategy research, floor nail product pricing and promotion strategy formulation, floor nail product marketing channels and model selection, floor nail brand construction and promotion methods. The training methods are case teaching, role playing, simulated sales and feedback evaluation, and the training time is 2 days.

-Human resources training: mainly for managers at all levels of customers, including the organizational structure and division of responsibilities of floor nail enterprises, talent selection and allocation of floor nail enterprises, performance appraisal and salary incentives of floor nail enterprises, and staff training and development of floor nail enterprises. The training methods are special lectures, group discussions, case studies and action plans, and the training time is 2 days.

Project Value:

Through the professional guidance and help of Shangpu, the customer has achieved remarkable results and value after completing the above four aspects of training, as shown in:

-In terms of product research and development, customers have successfully developed a variety of new floor nail products, such as anti-skid and anti-rust floor nails, invisible and seamless floor nails, environmentally friendly degradable floor nails, etc., to meet the needs of different consumers and increase the added value of products. Increased market share;

-In terms of production management, customers have introduced advanced production equipment and technology, which has improved production efficiency and quality, reduced energy consumption and cost, reduced scrap rate and complaint rate, and improved customer satisfaction;

-In terms of marketing, customers have established their own brand image and reputation, and adopted diversified marketing channels and models, such as e-commerce platforms, social media, offline experience stores, etc., to increase product exposure and sales;

-In terms of human resources, customers have optimized their own talent team structure, improved management level and staff quality, enhanced team cohesion and execution, and improved staff's enthusiasm and satisfaction.

In short, through Shangpu's corporate training services, the market competitiveness of customers in the floor nail industry has been significantly improved, laying a solid foundation for the long-term development of customers. According to statistics, within one year after the training, customers have achieved the following results:

The variety of products has increased by 50%, and the functional coverage rate has reached 90%;

The production efficiency has increased by 30%, and the quality qualification rate has reached 99%;

Sales increased by 40% and market share increased by 10%;

Employee turnover has been reduced by 20% and employee satisfaction has increased by 80%.