Meijing Comfortable Home, an enterprise that has been devoted to the heating industry for 20 years, has achieved remarkable results along the way and won numerous awards and trust. "In the household industry, it is easy to market with low price and low quality, but it is difficult to market with high quality and high price because this kind of marketing is full of thorns and requires patience, but it can also reap the greatest achievement," General Manager Zhang Huachun admitted. Under the leadership of Zhang Huachun, Meijing figured out its own developing course. What new thoughts does he have at the moment of consumption upgrading?

Zhang Huachun, General Manager of Meijing Comfortable Home 

"Sometimes consumers don't know their needs so well that someone needs to tell them."

It is not new for southerners to install heating. In the past 10 years or so, in Chengdu, the proportion of heating expenses in the decoration of new houses has been increasing day by day, and so is the truth for old houses with heating installed. Warm, comfortable and not dry... From the time when people did not understand and accept heating to a time of heating being highly praised by an increasing number of people, heating has become a symbol of Chengdu people's pursuit of self-quality.

During this process of change, one enterprise must be mentioned—Meijing Comfortable Home, a senior HVAC service enterprise in Western China and a leading enterprise imitated by numerous latecomers. Since its establishment in 1998, Meijing has been exploring changes in products, technology, services and management, bringing standards to the industry and real high-quality heating enjoyment to Chengdu people. Zhang Huachun, the man behind the helm, is a dare to take the lead. Every time he shares his insights on business running, people can learn a lot from him. He said that many people asked him to tell stories. In fact, there were not so many wealth stories. He himself could not figure out how he got his first pot of gold. He believes that his wealth is accumulated little by little all along the way. The seemingly plain and simple answer is actually a combination of vision, wisdom and hard work.

Zhang Huachun, General Manager of Meijing Comfortable Home, in an interview

His idea of doing HVAC business was questioned by his friends when he brought it up. Why risk on a product for which there is almost no market demand, when there are so many other options available? Is there really no demand for the product? In Zhang Huachun's view, consumers' pursuit of a better life will never be changed, but sometimes they can be confused. Just like before "Apple" came out, you would not have come to the conclusion that "I want Apple Phone", if what you do is merely doing market research. Exactly as the "comfortable home" industry, consumers actually need heating, air conditioning, air purification and water purification, but they are not so clear and need someone to tell them. What's more, the market's consumption ability and realistic concept also need to wait for the right moment. He said that business lies in the gap and the trend.

"Where there is a complaint, there is an opportunity. The creation of value is recognized by customers in the form of money. This how I do business and it is also the way to success for Meijing Comfortable Home."

Now, Meijing has already expanded from a simple HVAC enterprise to an enterprise setting foot in a wider range of "comfortable home" fields, garnering large numbers of fans. Zhang Huachun is very pleased to take the lead in defining the concept of "comfortable home" in the industry. He said that this was not his own creation, and that what he did was responding to the potential inner call of consumers, and opportunities naturally came into being. Of course, the key to success is not only the discovery of a potential demand. The journey from hatching an idea to its final realization is full of challenges.

When talking about Meijing's way to success, Zhang Huachun referred to Bible—"Enter through the narrow gate; for the gate is wide and the way is broad that leads to destruction, and there are many who enter through it. For the gate is small and the way is narrow that leads to life, and there are few who find it." It is much easier to do business in this industry with low price and low quality, but this strategy leads to destruction. Doing business with high price and high quality is a way full of obstacles, but it leads to success.

I choose the small gate and narrow way by insisting on high-quality, and creating value for consumers and for myself... Zhang Huachun said. Meijing once tried low-price strategy, but it did not turn out to last for long. On the one hand, consumers want to spend money on products that they think are good, but in the end they find that the products do not worth so much money. On the other hand, operators are also very distressed in that they want to provide high-quality products, but customers are only willing to pay at low-price, so they have no choice but to reduce the price and quality, resulting in a lose-lose scenario. He said that where there is a complaint, there is an opportunity. The essence of an enterprise is to create value, and this industry has room for value creation because it integrates products and services. Today's consumers demand for "safety", "durability" and "quality" far exceeds "low price" and as long as you can meet customers' demand, they will show you their recognition in the form of money. Therefore, Meijing advocates "high quality and high price". Although it is a little more expensive, it is a lot better.

"In this industry, only Meijing dares to adopt pricing sales, and the time has come."

What makes Zhang Huachun immensely proud, just as he felt when he created "comfortable home", is Meijing's pricing sales, which was rolled out on April 1 last year. Although this may not seem easy to many people, Zhang Huachun clearly knows that in this industry, only Meijing dares to do pricing sales, and the time has come.

Zhang Huachun believes that it is not appropriate for sales staff and consumers to spend their energy on bargaining, since this will easily deviate them go off the course, making what really counts such as scheme matching, service mode and the like be ignored. Moreover, bargaining will eventually make what really needs to be recognized unimportant, which is not good for the brand and consumers.

As early as 5 years ago, pricing was brought up inside Meijing, but there was a strong voice of negating and questioning, because once pricing is implemented, it is like being tied to a stake and can be shot by other enterprises, leaving no room for maneuver.

Why now? Zhang Huachun said that after more than 10 years of development, the industry has become mature and stable, while consumers' understanding of the industry has basically taken shape. On this premise, the price space of the product tends to be stable and the bargaining space is limited. Of course, more importantly, Meijing has the strength to eliminate consumers' incomprehension and fear of the price by delivering high-quality technology, materials and services. He noted that Meijing has been relying on "circle of friends" consumption since more than 10 years ago. Currently, 60% of its customers are introduced by regular customers, which gives Meijing the possibility of sticking to the pricing sales featuring high quality and high price.

One thing for sure, as long as you can create value that others cannot take away, in today's era of escalating consumption, consumers are willing to pay for added value.

"Empowering small and medium-sized businesses with Meijing's experience is something to be done in the future!"

owerful Meijing go national in the future? Zhang Huachun answered that this is for sure, but this is not to expand the layout and open more branches as people might imagine. Meijing has its own research and development team, a set of mature management and operation modes, and the deepest understanding of the industry. All of these advantages can be used as "teaching materials" to benefit more people.

Zhang Huachun noted that Meijing has a "3+2" strategy, which includes five major sections: "Meijing Comfortable Home" and "Meijing Warmer". Meijing Comfortable Home mainly focuses on Sichuan's civilian and small commercial houses, while Meijing Warmer on deluxe houses and commercial projects... Through this "3+2" strategy, Meijing will fully empower small and medium-sized businesses in the industry, from management to talents, from products to technology, and from service to mode... Whether it is for merchants or consumers, this set of thinking and practice accumulated over the past 20 years is definitely the greatest wealth of the industry. As a veteran of the industry, such "empowerment" has enriched the image of the Meijing and further strengthened its position as an industry leader.

Zhang Huachun noted that business is more like a school where he hopes to recruit the world's best "students" and hire the world's best "teachers". We must reassure our consumers with good staff and high-quality products. We also have reason to believe that the "Meijing Comfortable Home" with a sound reputation of having 120,000 customers accumulated over the past 20 years and the support of world-renowned brands will shine even brighter in the future.